PPT

1. Department of Business Management
Dr. HARI SINGH GOUR UNIVERSITY SAGAR,(M.P.)
Presented By :- Nischal Choudhary
(Y16180501)

2. Table of Contents
S. No CONTENT SLIDE NO.
01. EXECUTIVE SUMMARY 03
02. HISTORY 04
03. MARKETING ENVIRONMENT ANALYSIS 05- 09
A. ANALYSIS OF CURRENT AND POTENTIAL
COMPETITORS
07
B. PESTEL ANALYSIS 08
04. MARKETING PLAN 09-11
A. MARKETING OPPORTUNITY
B. ANALYSIS OF SEGMENTATION, TARGETING,
POSITIONING
09
10-11
05. MARKETING MIX ANALYSIS 12-21
A. PRODUCT MIX
B. PRICE MIX
C. PLACE AND DISTRIBUTION
D. PROMOTION MIX
13-18
19
20
21
06. FINANACIAL PERFORMANCE
REFERENCES
22-23
24

3. •Hindustan Unilever Limited is India’s largest fast Moving Consumer
Goods (FMCG) Company.
• Hindustan Unilever Limited has heritage over
80 years in India.
• Hindustan Unilever Limited works to create a better future every day
and helps people to feel good, look good and get more out of life with
brands
• Hindustan Unilever Limited offers 35 brands under various categories.
• The Annual Turnover of the company was Rs. 31,425 crores
as per Annual Report 2015-2016.
EXECUTIVE SUMMARY

4. •Hindustan Unilever Limited is a part of British-Dutch Unilever Group.
• Unilever sells 170 billion products each year in 190 countries.
• More than 80 years of experience in India
•In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company.
•In 1933, Lever Brothers India Limited was incorporated.-
•In 1935, United Traders Limited was setup.
• In November 1956, these three companies merged to form Hindustan Lever
Limited.
• In June 2007, the company was renamed Hindustan Unilever Limited.
HISTORY

5. MICRO (Internal) ENVIRONMENT
• CONSUMERS
• SUPPLIERS
• EMPLOYERS
• SHAREHOLDERS
• COMPETITITORS
MARKETING ENVIRONMENT ANALYSIS

6. MACRO (EXTERNAL) ENVIRONMENT :
• POLITICAL
• SOCIAL
• TECHNOLOGICAL
•CULTURAL
MARKETING ENVIRONMENT ANALYSIS

7. CURRENT COMPETITORS
• ITC
• PROCTER AND GAMBLE
POTENTIAL COMPETITORS
• PATANJALI
ANALYSIS OF CURRENT AND
POTENTIAL COMPETITORS

8. •POLITICAL - Guhawati Tea Factory- had to be shut
down because of threat and extortion
•ECONOMIC – Increase in Oil Rates…yet HUL
maintains its profits and pricing power
•SOCIAL – 2009, SANKALP an initiative taken by HUL
managers to drive health and hygiene in rural areas
•TECHNOLOGICAL – 1991, first time soap bar was
introduced…Vim Bar
•LEGAL – HUL, so far has abided laws of land in
regional as well as national level.
•ENVIRONMENT – First company in its vision
statement to address the growing environmental damage
PESTEL ANALYSIS

9. •India and its consuming class
• Increasing per capita income drives FMCG
growth
• Opportunity to grow consumption and
penetration
• Large scale potential to grow Foods
• Evolving trade structure
MARKETING OPPORTUNITY

10. . ANALYSIS OF SEGMENTATION,
TARGETING, POSITIONING

11. •HUL divide the customers into three types of the customers striving, aspiring and af
fluent and make targeting strategies accordingly. They are as follows:
•Personal Care: HUL targets different types of customers with different set of
bath products.
For striving customers -Lifebuoy and Breeze,
For aspiring customers-Hammam and basic Lux variants
For affluent - Pears, Dove and superior range of Lux.
•Key strategy-
To straddle the pyramid and move consumers up to more aspiration brands. Gr
ow share by growing ahead of the Market
•Detergent: In case of detergents-
For striving customers-Wheel
For aspiring customers- Rin
For affluent customers-Surf Excel
•Key Strategy: Work the pyramid; Grow profitably ahead of the market; regai
n profitability through judicious price increases and cost effectiveness programs.
TARGETING STRATEGIES

12. PRODUCT MIX
MARKETING MIX ANALYSIS

14. PACKAGED FOODS AND BEVERAGES

15. HOME CARE

16. PERSONAL CARE

17. WATER PURIFIER

18. PRICING MIX
• The basic price strategy adopted by HUL is Penetration Pricing.
For Example HUL launched Lifebuoy soap of Rs. 2 to make it
affordable in the rural markets.
• However, HUL also adopted Price Skimming Policy for some of its
product like in case of Dove soap, Taj Mahal Tea.
• OTHER PRICING POLICY :-
• Optional – feature pricing
• Product- line pricing
• Cost- plus pricing
• Competitive pricing
• Distribution pricing
• Promotional Pricing
• Value Pricing
•Geographical Pricing

19. PLACE AND DISTRIBUTION MIX
•Mission is “to meet the everyday needs of people everywhere”
•7,000 redistribution stockists covering about one million retail
outlets
•Provide tailor-made services to its channel partners
•Powered distribution RSNet – online interaction on orders,
dispatches, information sharing and monitoring
•Rural distribution through Projects Streamline and Shakti

20. PROMOTION MIX

21. FINANCIAL PERFORMANCE

22. FINANCIAL PERFORMANCE

23. REFERENCES
INTERNET WEBSITES
http://www.hul.co.in/about-us/who-we-are.htm
http://www.marketing91.com/marketingmix/hindustanUnilever.htm
http://www.mbaskool.com/brand/fmcg/p&g.htm
http://www.mbaskool.com/brand/fmcg/itc.htm
http://www.mbaskool.com/brand/fmcg/patanjali.htm
http://slideshare.net/ketangarg/hindustanUnileverLimited.htm
http://www.scribd.com/pricingstarategies.htm
ANNUAL REPORT HUL 2015-2016
MAGAZINES AND NEWSPAPER (ONLINE)
http://www.thehindu.com/business/industry/hul.html
http://www.businessstandard.com/article/management/hul.htm
TEXTBOOKS
MARKETING MANAGEMENT , A South Indian Perspective , 13th Edition ,
PHILIP KOTLER PEARSON PUBLISHED.
ABOUT HUL :- Page no. 209,234,268,321