Advertising Strategies of Hindustan Unilever

1. Advertising Strategies of
HUL
Submitted by:
Sadiah
I

2. AGENDA
1. Introduction to the FMCG sector
2. About HUL
3. Advertising strategies of HUL
4. Advertising Agencies
5. Different media channels used by HUL.

3. INTRODUCTION
1. FMCG SECTOR generally deals with fast moving consumer goods that sell
quickly at relatively low cost.
2. Consumer goods are divided into three different categories: durable, nondurable
goods, and services. Fmcg are largest segment of consumer goods (non durable)
3. SHORT SHELF LIFE DUE TO - HIGH CONSUMER DEMAND AND
PERISHABILITY
4. Being the 4th largest Sector in the economy, Fmcg contributes to around 3
million employment opportunities.
5. low operating cost , low involvement purchases, intense competition between the
organized and unorganized segments.

4. FMCG Sector in India
FMCG
Food & Beverage
Household Care
Fabric wash,
Household cleaners
Oral care, Skin care,
Hair care, cosmetics,
deodorants, perfume
Health beverages,
staples/cereal, bakery
products,snacks
OTC products and
ethicals
Personal Care Health care

5. GROWTH PROSPECTS
● Large Market India has a population of more than 1.06 Billion which is
just behind China.
● Highly competitive market (other brands - Coca-Cola, Unilever, Procter
& Gamble, Nestlé, Kellogg's)
● FMCG Industry - directly related to the population

6. TOP 3 FMCG COMPANIES IN INDIA

7. OVERVIEW OF THE COMPANY
● INCORPORATED: 1933
● INDUSTRY: CONSUMER GOODS.
● HEADQUARTERS: MUMBAI ,MAHARASHTRA.
● KEY PEOPLE: SANJIV MEHTA (CHAIRMAN AND MD)
● CONSOLIDATED REVENUE : 39,860CRS.
● PEOPLE: 16000 EMPLOYEES INCLUDING 1500 MANAGERS.
● REACH: 6.4 MILLION RETAIL OUTLETS.
● R&D CENTRES: MUMBAI & BANGALORE, INDIA.

8. CONT...
● Hindustan Unilever Limited (HUL) is the largest FMCG company in
India.
● It is owned by the British-Dutch company “Unilever” and has about 52%
majority stake in Hindustan Unilever Limited .
● In November 1956, formed by merging 3 companies Hindustan Vanaspati
Manufacturing Company, Lever Brothers India Limited and United
Traders Limited.

9. CONT...
● Its products include foods, beverages, cleaning agents and personal care
products.
● It is headquartered in Mumbai, Maharashtra, India.
● Hindustan Unilever Limited has over 35 brands spanning 20 distinct
categories.
● As per Nielsen market research data, two out of three Indians use HUL
products.

10. MARKETING STRATEGIES
● Catering to all sections of society
● Increasing Consumption in Rural Market
● Betting on Big Stars for Usage Advertising
● Bigger, Better and Faster Communication Innovations
● Highlighting Benefits
● Leveraging Information technology & Social Media
● Stepping up Front End Portfolio Execution
● Competitive and Compelling
● Pushing consumer for more.

11. CATERING TO ALL SECTIONS OF SOCIETY

12. FOCUS ON RURAL MARKET

13. CHARM OF STARS

14. BIGGER, BETTER & FASTER INNOVATION

15. HIGHLIGHTING BENEFITS

16. LEVERAGING IT

17. STEPPING UP FRONT END EXECUTION

18. COMPELLING COMMUNICATIONS

19. PUSHING MORE USAGE

20. CONT...
BRANDS 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.
It includes:

21. FOOD AND DRINK BRAND
PERSONAL CARE BRAND
HOMECARE BRANDS
WATER PURIFIER BRAND

22. MAJOR BRANDS

23. AD AGENCIES
Warc tracked more than 2,200 winning campaigns
from 87 different competitions. It assigned points
based on the awards won (for example, Gold, Silver
or Bronze), then weighted those points based on the
competition’s rigour and prestige in the global
industry.
‘Kan Khajura Tesan’ for Hindustan Unilever from
PHD in India and ‘Real Beauty Sketches’ for Dove
from PHD International are examples of how
creativity and innovation are at the heart of effective
and strategic communications planning

24. ADVERTISING MEDIA USED BY HUL
1. Print Media
2. Television
3. Internet
4. Radio
5. Hoardings
6. Campaigns
7. Rural India
8. Environment concern
9. Empowering Women

25. OUTDOOR MEDIA

26. PRINT ADS
● Magazines
● Newspaper

27. TELEVISION ADS

28. RADIO ADS
Kan Khajura Tesan
● a free radio-on-demand service to reach out to villagers in remote areas.
● The largest radio station in Bihar in terms of subscribers.
● any mobile phone user in Bihar can give a missed call to a specific number
to immediately get a return call that will play Kan Khajura Tesan for 15
minutes.
● Besides a series of entertainment programmes, the channel of course plays
advertisements of HUL brands.

29. DIGITAL MEDIA ADS
1. Facebook
An app for Vaseline launched a few months ago,
allowed
Facebook users the option of lightening the skin
colour on
photos posted as profile picture
1. Youtube
Ads in between the video
Help a child reach 5 campaign

30. MOST POPULAR CAMPAIGNS
1. Dove Real Beauty Sketches
An FBI trained forensic artist helped in conducted a social experiment to
illustrate the ongoing struggle women have with recognising their own
beauty.

31. 2. Lifebuoy-Help a child reach 5
Help a child reach 5’ is the binding creative idea of the
campaign, and using the emotional angle of a child’s 5th
birthday, they created a cause to ensure all the children of
gondappa reach 5.

32. Thankyou