Strategic Management Case Study PPT Company Hindustan Unilever Limited (HUL)

2. OVERVIEW
 INCORPORATED: 1933
 INDUSTRY: CONSUMER GOODS.
 HEADQUARTERS: MUMBAI ,MAHARASHTRA.
 KEY PEOPLE: HARISH MANWANI(CHARIMAN)
NITIN PARANJE(MD & CEO)
 TURNOVER: 25,206 CRS.
 PEOPLE: 16000 EMPLOYEES INCLUDING 1500
MANAGERS.
 PARENTAGE: PART OF 51 BILLION EUROS OF
UNILEVER GROUP.
 REACH: 6.4 MILLION RETAIL OUTLETS.
 R&D CENTRES: MUMBAI & BANGALORE, INDIA.

3. HISTORY
 Hindustan Unilever Limited was established in 1933 as Lever Brothers
India Limited by Lever Brothers.
 In 1956, it became known as Hindustan Lever Limited, as a result of a
merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and
United Traders Ltd.
 The company was renamed in June 2007 as “Hindustan Unilever Limited”.
 Lever Brothers first commenced operations in India in the summer of 1888,
when crates full of Sunlight soap bars, embossed with the words "Made in
England by Lever Brothers" were shipped to the Kolkata harbour and it
began an era of marketing branded Fast Moving Consumer Goods
(FMCG).

4. INNOVATION
Hindustan Lever Ltd Hindustan Unilever Ltd (HUL)

5. DETERGENTS
LIP CARE
COCONUT
HAIR OIL
KWALITY
WALLS (ICE
CREAM)
SUN PROTECTION
(PONDS)
REDUCE
ENVIRONMENT IMPACT
SKIN- PONDS, DOVE,
LAKMEMARINE PRODUCT
BEE : EVERY
SMALL
ACTION
MAKES BIG
DIFFERENCE
PICKLE AND
JAM
NATURAL
PRODUCTS
(DOVE, TEA
GARDENS)
PATENTS
‘Adding Vitality to life’
Water Purifier

6. INNOVATION
 Reduced Water Wastage - Surf Excel Quick Wash
 Preventing body odour in stress - Rexona Active Reserve
 Ice Structuring Proteins - Ice cream Innovation
 6 Directors, 6 Telefilms - Content Innovation
 Project Shakti - Distribution channel
 Telecom & Banking Alliance - Aligned with Project Shakti
‘Work to create a better future’

7. PACKAGED FOOD
0.9 %

8. BEVERAGES
11.8 %

9. PERSONAL CARE –
PERSONAL WASH
48 %

10. PERSONAL CARE-
ORAL CARE

11. PERSONAL CARE-
HAIR CARE

12. PERSONAL CARE-
COSMETICS

13. HOME CARE
40 %

14. EMPLOYEES EMBRACE CHANGE
 PROJECT MILLENIUM: Teams of young, talented managers
were formed to explore and suggest ways to generate growth. Project
millennium also aimed at promoting lateral thinking and innovation
instead of being dictated only by the rules and systems.
 SANKALP: To provide employees a platform with
multiple volunteering opportunities on various social issues. Many of these
are in the cities within easy reach. It also encouraged employees to involve
their families and thus started the self actualisation process.
 THE VITALITY INDEX: The Vitality Index dealt with the
measurement of the personal vitality of every individual employee. It was
based on four parameters - blood pressure, blood cholesterol, the Body
Mass Index (BMI), and blood sugar.

15. LEARNING PROGRAMS
ACTIVITY DESCRIPTION
Familiarization
Get familiar with the Company’s Sales System, Branch
Structure & Brand Portfolio.
Sales Stint
Experience a firsthand contact with the trade to get a grip
of market dynamics & understand the role of an Area
Sales Manager
Brand Management
Imbibe the Unilever principles of Brand Management,
understand the role of a Brand Manager and
develop brand strategy
International Stint
Complete a project in your core functional area in
another country within a duration of 8 to 12 weeks.
The objective is to help you build relevant skills in your
core functional area with a global perspective & transfer
your learning’s to an Indian Context.

16. Business Projects
A cross-functional team project which shall be worked out
with every Business Management Committee and
evaluated by the Management Committee at the end of the
stipulated 9 week period.
Rural Consumer
Stint
Four week stint an NGO to give an understanding of the
rural consumer.
Business
Orientation Program
An 11-day program that mainly consists of classroom
sessions at our in-house Training Centres to provide a
clearer understanding of key business processes
and practices.
Factory Stint
Get familiar with the production process, commercial
function payments and factory working capital control.

17. TARGET
GROUP
FORMAL COMMUNICATION MEDIA INFORMAL COMMUNICATION
MEDIA
Employees News release, large group meetings,
employee newsletter articles,
Management training session,
managers meeting, Intranet, printed
publication such as posters or
bookmarks with the new corporate
culture image or texts, hotline service
that can be accessed from all around
the world
Small group meeting and one-on
one meeting, ‘Ask The
Management' session on the
Intranet, party or picnic, approach
by management, informal Q&A
sessions, group(or per department)
e-mails
Suppliers News release, large group meeting,
suppliers’ newsletter to home, hotline
service that can be accessed from all
around the world.
Small group meeting and one-on
one meeting, management visit,
informal Q&A sessions, gathering
or lunch party for suppliers in each
area where they can exchange ideas
or ask questions

18. BRANDING
 HUL is the market leader in Indian consumer products with presence in
over 20 consumer categories such as soaps, tea, detergents and shampoos
amongst others with over 700 million Indian consumers using its products.
 The company has a distribution channel of 6.4 million outlets and owns 35
major Indian brands. Its brands include:
 Food and Drink brand
 Personal Care brand
 Home Care brand
 Water Purifier brand

19. BRANDING with a Purpose
 Project “Sunlight” – Kwality Walls, Knorr, Lifebuoy
 130% the germ attack power – Pepsodent
 Lend a Helping Hand – Surf Excel
 Healthy tea habit – Brook Bond
 Mother-Daughter bond – Clinic Plus
 Handwash Campaign – Lifebuoy
 Project ‘Mama Mia’ – Surf Excel

20. STRENGTH
• Strong brand portfolio, price, quantity
& variety.
• Innovative Aspects.
• Presence of Established distribution
networks in both urban and rural
areas.
• Strong R&D of the company
• Highly skilled human resource.
• Corporate Social Responsibility(CSR)
WEAKNESS
• Strong Competitors.
• Low exports level(at present).
• Changing consumption pattern.
• High advertising costs
SWOT ANALYSIS

21. OPPORTUNITIES
• Large domestic market – over a
billion population.
• Changing Lifestyles & Rising
income levels, i.e. increasing per
capita income of consumer
THREATS
• Large domestic market –
over a billion population.
• Increasing $ price.

22. REPOSITIONING AND REBRANDING
 SUNSILK: Sunsilk co- creations collaboration with 7 pioneer global hair
experts.
 BREEZE: New fragrances over the world, new look more colours,
packaging.
 REXONA: Re-launched it with the coconut moistening.
 LIFEBOUY HAND SANITIZER: Kills 99.99% germs in 15 seconds.
 FAIRNESS CREAM: Fair & Lovely multivitamin.
 CLOSE-UP: Peppermint Splash.
 PEPSODENT TOOTHBRUSH: 25% flexibility.

23. LEADERSHIP

25. SEGMENTAL REVENUE (%)
NET REVENUE Rs. 25,810 crores
PROFIT FOR THE YEAR Rs. 3,797 crores
EPS (BASIC) Rs. 17.56

27. THANKS
Made by:
Akshi Sharma, Akshit Chobisa,
Arshid Khan, Gaurav Kulkarni