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Case study of lifebuoy with hul introduction

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  • 1. Presented By: Himani Dubey
  • 2. “INDIA IS A CENTRE OF INTEREST FOR LARGE MULTINATIONAL COMPANIES” With these lines we focus on the basic requirements of the people of the country that are rising day by day so as to meet this demand the large MNC’s are rising on the front step so as to put their roots in and expand their empire, one of these is the HINDUSTAN UNILEVER LIMITED (HUL).The largest FMCG industry that step from in India. The HUL stepped with some of its top most of its product from the inter-national market.
  • 3.  India’s largest fast moving consumer goods company  In India since 1895  Formally incorporated in 1956 • A subsidiary of Unilever (51.5%)  A $ 2.2 billion company • 16% operating margin • Market Capitalization: $14 billion  Market Leader across categories • Fabric wash, Personal wash, Dish wash, hair wash, skin applications, Talcum powders, packet tea, Jams • Number two: Toothpaste, instant coffee, ketchup
  • 4.  Hindustan Unilever Limited (HUL) is an Indian consumer based company which is based in Mumbai,Maharashtra  Earlier Hindustan Unilever was known as Hindustan Lever Limited.  The companay changed its name in year 2007.  Present Chairman HARISH MANWANI  Present CEO and MD NITIN PARANJPE
  • 5. 1888 Sunlight soap introduced in India 1895 Lifebuoy soap launched; Lever Brothers appoints agents in Mumbai, Chennai, Kolkata and Karachi 1902 Pears soap introduced in India 1905 Lux soap and Lux flakes introduced 1913 Vim scouring powder introduced 1930 Unilever is formed on January 1st through merger of Lever Brothers and Margarine Unie 1941 Agencies in Mumbai, Chennai, Kolkata and Karachi taken over; Company acquires own sales force
  • 6.  2001 With the goals of improving hygiene, fighting disease and generating rural incomes for small communities, Project Shakti is launched as a pilot in Andhra Pradesh  2002 Yashodadham, a village reconstructed in Kutch district of Gujarat is dedicated to  1,100 residents, a year after their homes were wrecked by a devastating ear thquak  2005 Management Committee formed, organisation structure simplified  2007 Name formally changed to Hindustan Unilever Limited
  • 7. FOOD PRODUCTS HOME CARE PRODUCTS PERSONAL CARE PRODUCTS WATER
  • 8.  STRENGTH  1. HUL is a part of the Unilever group, hence strong brand equity 2. It has over 15000 employees 3. Reach 6.4 million retail outlets which includes direct reach to over 1.5 million retail outlets 4. Two R&D centres in India in Mumbai and Bangalore 5. Products with presence in over 20 consumer categories with over 700 million Indian consumers using its products 6. As a part of CSR, HUL has initiatives like project Shakti, plastic recycling, women empowerment etc
  • 9.  1. Market share is limited due to presence of other strong FMCG brands 2. HUL products has stiff competition from big domestic players and international brands OPPORTUNITY  1. Tap rural markets and increase penetration in urban areas 2.Mergers and acquisitions to strengthen the brand 3.Increasing purchasing power of people thereby increasing demand THREATS  1. Intense and increasing competition amongst other FMCG companies 2.FDI in retail thereby allowing international brands 3. Competition from unbranded and local products
  • 10.  1. Marico  2. L'Oréal  3. Nirma Ltd  4. ITC  5. Colgate-Palmolive  6. Procter and Gamble  7. Dabur
  • 11.  1894- William Hesketh Lever launched Lifebuoy in the UK as the Royal Disinfectant Soap  Lever discovered carbolic acid as he sought the perfect formula for soap that could combat germs and still be affordable to everyone
  • 12.  Officially launched in India in 1935  India’s oldest personal wash brand  Always stood for health and hygiene, delivered through germ protection  Sales on more than 5bn per day  Had stagnant market share  Stood for its health – plate-form  Was brick red in color with carbolic ingredient
  • 13. • New curved shape • An easy grip’ and a modern look • Four choices –  Lifebuoy Strong,  Lifebuoy Fresh,  Lifebuoy Gold and  Lifebuoy Naturals
  • 14.  Mothers are the true experts when it comes to their family’s health. These six variants help you protect your family from the 10 infection causing germs and stay one step ahead of them.  Lifebuoy Totalprotect  Lifebuoy Mildcare  Lifebuoy Naturepure  Lifebuoy Activfresh  Lifebuoy Vitaprotect  Lifebuoy Moistureplus
  • 15. Lifebuoy Clear Skin provides specialist protection from acne, which results from oil and dirt coming together. Mineral clay or "multani mitti" absorbs the oil from your skin, while washing away germs and dirt to greatly reduce the incidence of acne. In fact, Lifebuoy Clear Skin is proven to reduce acne by up to 70% in six weeks, guaranteeing visibly clearer skin.
  • 16.  Clean, germ-free hands are the key to good health, as ingestion of germs from unhygienic hands at mealtimes is the most likely cause for common diseases. Lifebuoy Hand wash offers germ protection, with a unique formulation that generates a rich lather. This provides an effective and hygienic wash in every corner of the hands and nails, at the same time leaving your hands pleasantly fragrant.  Lifebuoy Total  Lifebuoy Care  Lifebuoy Nature  Lifebuoy Activfresh
  • 17.  Everyday, dirt and pollution blocks pores, providing a fertile breeding ground for harmful germs, ultimately resulting in various skin problems. Lifebuoy Body Wash provides deep cleansing of pores, protecting against the three root causes of skin health problems – clogged pores, over-drying, and germs.  Lifebuoy Totalprotect  Lifebuoy Mildcare  Lifebuoy Naturepure  Lifebuoy Activfresh  Lifebuoy Vitaprotect
  • 18.  Lifebuoy Hand Sanitizer effectively disrupts bacteria’s cell membrane & virus’s outer coat thereby kills bacteria & inactivates viruses on your hands.  Proven to instantly kill 99.99% germs without water.  Proven to kill H1N1 virus  Dries quickly, is non-sticky and has soothing fragrance.  Has Moisturizer and Vitamin E to keep your hands soft and smooth.  Two variants:  Lifebuoy Total  Lifebuoy Care
  • 19. At the Kumbh Mela 2013 where all big players were trying to sell their respective products, some way or the other, Hindustan Unilever Limited promoted Lifebuoy Soap through Rotis in an innovative manner. Allahabad where Kumbh Mela 2013 took place – is a dusty and dirty place during the festival, and maintaining hygiene was something which was not on the top, in their list. Rather than displaying the Kumbh with banners and outdoor advertising, HUL preferred a new medium to carry the anti diarrhea messages. Hindustan Unilever Limited had an idea: What better way of reminding people to wash their hands than just as they are about to eat? The company along with the creative agency, Ogilvy had partnered with more than 100 Dhabas and Hotels at the mela site and used heat- stamped device to print a message on 2.5 million fresh pieces of rotis. The message said, simply, “Lifebuoy Se Haath Dhoye Kya?” (Have you washed your hands with Lifebuoy?)
  • 20. Roti being the staple food, and the only way to eat it is with your hands. The message on roti was impossible to miss or ignore. It’s sensible to expect that some will remember the message every time they sit down to eat.
  • 21. STRENGTH 1. First soap to use carbolic acid, which gave it a red colour and strong, medicinal scent. 2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand Sanitizer and Hand Wash. 3. High consumer awareness for the brand of Lifebuoy. 4. Most popular soap brand specially in the rural market. 5. Excellent brand visibility and extensive distribution. WEAKNESS 1. Lower market penetration in urban areas as compared to rural areas 2. Initially positioned as a masculine soap, which was eventually turned as a family soap. 3. Not been perceived as a beauty soap, and is mainly used just for hand washing
  • 22. 1.The Lifebuoy ‘Swasthya Chetana programme’ uses a' direct consumer contact’ methodology, and touches the lives of 70 million people in 18,000villages 2. Imparting education about importance of hand washing to prevent spread of germs 3. Used global epidemics like swine flu to further promote products for better hygiene and protection THREATS 1. Competitor brands offering similar levels of protection 2.Considered to be a low-end product, and may find it difficult to move up in the segment
  • 23.  Hindustan Unilever product Lifebuoy”s created a Dynamc revolution ,,in its own productline.. its mission was to make a numerous Indians feel safe regaurding their health and hygiene,,  Their basic target was to focus the 70% of the population that resides in the Rural area of India..  . That faces a vast no. of health issue  Moreover it relaunched the packages in a small low priced sets that came in the hands of the daily earners like the village people who do not possess a fixed source of income..  From T.V. advertisements to the tongue of a common man,, “LIFEBUOY” ..became a most used adjective by a common man..
  • 24.  What are the challenges faced by the HUL in rural India,,and what strategies were adopted by the company??.. • Being a no of FMCG consumer goods prevailing in market the HUL Lifebuoy also faced some basic problems. • Introduction of a new product in market where the varieties are already prevailing.. • Pricing of the product keeping in mind both divisions of the society The Rural as well as The Urban.. • Focusing the target,customers.. • Single distribution channel..
  • 25. • HUL created an impact by massive rural campaigning,, focusing on the objective of health & Hygiene. • They re launched the soap not as a carbolic toilet soap,, but as a health product. • Moreover keeping in mind the concept of daily earning of the rural India they launched the product in small packages with low price,, so as to ascertain that their particular product reaches every single hand..
  • 26. • A BEST BUSINESS IS THE ONE THAT,,MAKES THE POOR ITS CUSTOMERS.. • With these very lines the HUL focused on the major sector i.e. the RURAL INDIA, and made it its priority,,with a population percentage of almost 70% and covering them lead to a monopolitic reign over the FMCG industry…
  • 27. THANK YOU