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Pankaj, Pratigya, Rajeev and Raj 
Hindustan Unilever Soaps and Detergents 
Segmenting, Targeting and Positioning
Segmenting, Targeting and Positioning 
Weaspiretohelppeoplefeelgoodlookgoodandgetmoreoutoflifewithbrandsandservicesthatare...
Segmenting, Targeting and Positioning 
Segmentation of Soaps by HUL 
Hygiene 
Beauty 
Fragrance 
Ayurvedic 
Keepgerms away...
Segmenting, Targeting and Positioning 
Segmentation of Detergents by HUL 
Value Seekers 
Social Image 
Emotionalconnect 
A...
Segmenting, Targeting and Positioning 
Soaps Segments targeted by HUL 
Hygiene 
Beauty/Complexion 
High 
Low 
Low 
High
Segmenting, Targeting and Positioning 
Detergents Segments targeted by HUL 
Price 
Quality 
High 
Low 
Low 
High
Segmenting, Targeting and Positioning 
Product Concept, Branding and Packaging 
Germprotectionsoap–journeyfrombartobrandex...
Segmenting, Targeting and Positioning 
Product Concept, Branding and Packaging 
Wheel–Gratifyingexperienceforthehomemakers...
Segmenting, Targeting and Positioning
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HUL - STP strategy for Soaps and Detergents

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HUL - STP strategy for Soaps and Detergents

  1. 1. Pankaj, Pratigya, Rajeev and Raj Hindustan Unilever Soaps and Detergents Segmenting, Targeting and Positioning
  2. 2. Segmenting, Targeting and Positioning Weaspiretohelppeoplefeelgoodlookgoodandgetmoreoutoflifewithbrandsandservicesthataregoodforthemandgoodforothers About HUL > 16,000 employees and ~1,500 Managers > 2,000 distributors > 2,000 suppliers and associates >2,500 Stockists > 6.4 Mn Outlets DirectCoverage: > 2 Mn outlets 49% 29% 12% 6% 4% Revenue Share of HUL Soaps & Detergents Personal Products Beverages Packaged Foods Others
  3. 3. Segmenting, Targeting and Positioning Segmentation of Soaps by HUL Hygiene Beauty Fragrance Ayurvedic Keepgerms away Glamour quotient Keep body odor away Health conscious Avoid skindiseases and infections Seek fairness Feelgood with good smell Chemicalfree E.g.Lifebuoy Lux/Dove/Pears Lux/Rexona/Liril Hamam
  4. 4. Segmenting, Targeting and Positioning Segmentation of Detergents by HUL Value Seekers Social Image Emotionalconnect AdvancedUsers Washing as a house- holdchore White clothingas symbol of esteem Don’t worry about stains Buyers with washing machines Powerful detergent with some fragrance Urge to stand out from the crowd Washing is not a big deal Washingas a special task E.g. Wheel Rin/Rin Advanced SurfExcel Surf Excel Matic
  5. 5. Segmenting, Targeting and Positioning Soaps Segments targeted by HUL Hygiene Beauty/Complexion High Low Low High
  6. 6. Segmenting, Targeting and Positioning Detergents Segments targeted by HUL Price Quality High Low Low High
  7. 7. Segmenting, Targeting and Positioning Product Concept, Branding and Packaging Germprotectionsoap–journeyfrombartobrandextensionintohand-wash, sanitizerandpremiumcategory–brandextensionorlineextension? EncourageswomentoexpresstheirbeautybygivingthemamilliondollarfeelingeverytimetheyuseoneofLux’sexquisiteproducts Pearsisthegentlewaytokeepyourskinlookinginnocentandbeautiful Dovegotwomentoexperiencethe‘real’Dovedifference,withtheFaceTestcampaign HamammadeofnaturalingredientslikeTulsi,Aloe-VeraandNeem
  8. 8. Segmenting, Targeting and Positioning Product Concept, Branding and Packaging Wheel–Gratifyingexperienceforthehomemakerswiththestrengthoflemonandsweetfragrance Sunlight keeps colors looking as beautiful as you Cleanwhiteclothesplayacriticalroleinourlivesbycreatingagoodimpressionandbeingrecognizedbysociety Thishelpschildrentogetstrongerandgetreadyfortheworldoutside.Givesconfidencetoplayoutside
  9. 9. Segmenting, Targeting and Positioning

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