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Marketing Strategies of HUL

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The presentation contains Marketing Strategies of Hindustan Lever Limited(HUL) which helped it in becoming India's number 1 in FMCG. It is made as an assignment report in first semester of MBA.

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Marketing Strategies of HUL

  1. 1. Marketing Strategies ofSubmitted to: Submitted By:Dr. Shilpa Jain, Piyush Gupta,HOD, MBA Student, MBA ISDIMT, Jagadhri SDIMT, Jagadhri
  2. 2. HUL at Glance : History• 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.
  3. 3. HUL at Glance : People, Reach & More• More than 16000 employees, having around 1500 managers• Reach to 6.4 million retail outlets including direct reach to over 2 million outlets• Two R&D centers in India (Mumbai & Banglore)• Registered Office: Unilever House, B D Sawant Marg, Chakala, Andheri East, Mumbai 400099• Website: www.hul.co.in
  4. 4. HUL at Glance : Mission & Values• Work to create a better future every day.• To help people feel good, look good and get more out of life with brands and services that are good for them and good for others• To inspire people to take small, everyday actions that can add up to a big difference for the world.• To develop new ways of doing business with the aim of doubling the size of the Company while reducing environmental impact.• Believes in maintaining high standards of Corporate Governance
  5. 5. HUL at Glance : Awards &Recognition• Featured in Forbes list of ‘The World’s Most Innovative Companies” for the third consecutive year.• Awarded the CNBC AWAAZ Storyboard Consumer Awards 2011 in three categories. – FMCG Company of the Year – The Most Consumer Conscious Company of the Year – The Digital Marketer of the Year• No.1 and strong No.2 in more than 95% of the business• Best employer in India, 2011 awarded by Aon# 1 Dream employer across campuses• No.1 Employer of choice by Nielsen Campus track• Awarded for Exceptional supplier performance by Bharti Walmart. – Supplier of the Year: Retail Format – Supplier of the Year : Cash & Carry Format – Supply Chain Excellence : Cash & CarryFormat – Supplier of the Year for CSR /Sustainability
  6. 6. HUL at Glance : Awards & Recognition• Awarded the FMCG Supply Chain Excellence Award at the 5th Express, Logistics & Supply Chain Awards endorsed by The Economic Times along with the Business India Group• Awarded the National Award for Excellence in Corporate Governance, 2011 by the ICSI.• Received the Dream employer of the year Award presented by UTV Bloomberg.• Fortune India featured India’s most admired companies wherein Hindustan Unilever was ranked at No.2.• HUL has won the Asian Centre for Corporate Governance and Sustainability Awards in the category ‘Company with the Best CSR and Sustainability Practices’• HUL was declared winner of the Gold Award in FMCG Sector for outstanding achievement in Safety Management.
  7. 7. Financial Highlights (Year 2011-12)
  8. 8. Performance Trends
  9. 9. Board of DirectorsThe Board of Directors of the Company represents an optimum mix ofprofessionalism, knowledge and experience. Mr. Harish Manwani Mr. Nitin Paranjpe Mr. Sridhar Ramamurthy Pradeep Banerjee Mr. Chairman Managing Director and Executive Director, FinanceExecutive Director, Supply Chain Chief Executive Officer & IT and Chief Financial Officer Mr. A. Narayan Mr. S. Ramadorai Dr. R. A. Mashelkar Mr. O. P. Bhatt Independent Director Independent Director Independent Director Independent Director
  10. 10. Managing committeeThe day-to-day management of affairs of the Company is vested withthe Management Committee which is subjected to the overallsuperintendence and control of the Board Mr. Nitin Paranjpe Mr. Sridhar Ramamurthy Mr. Hemant Bakshi Ms. Geetu Verma Managing Director and Executive Director, Finance & IT Executive Director, Executive Director, Foods Chief Executive Officer and Chief Financial Officer Home and Personal Care Mr. Manish Tiwary Mr. Pradeep Banerjee Ms. Leena Nair Mr. Dev Bajpai Executive Director, Executive Director, Executive Director, Executive Director, Legal Sales and Customer Supply Chain Human Resources and Company Secretary Development
  11. 11. Brand Recognition • HUL is No. 1 in most of the categories it operates (laundry, soaps, hair care, BRAND CLOUD home care, skin care, deodorants) • Two out of three Indians use HUL’s products, making its brands a part of every day life^ • Offer more than 1000 products under 42 brands • 7 brands > Rs. 1000 crs; 13 brands > Rs. 500 crs • 17 out of top 100 most trusted brands in India^^elson Survey, 2011 ^^Brand Equity Survey, 2011
  12. 12. Brands in Action : Food and Beverage
  13. 13. Brands in Action : Home Care
  14. 14. Brands in Action : Personal Care
  15. 15. Brands in Action : Water Purifier
  16. 16. Market Opportunity • FMCG consumption increasing every year • Great room for growth in penetration • Rising incomes to favor Personal Care and Foods HUL is uniquely positioned to exploit the opportunity with its ~ Diversified Product Portfolio ~ Consumer Reach Capabilities ~ Qualified Talent Pool ~Leveraging Global Experience
  17. 17. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  18. 18. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  19. 19. Portfolio PyramidFabric Cleaning Skin Cleansing Hair Skin Care Tooth Paste Strong Brands across benefits and price points
  20. 20. Portfolio Pyramid Tea Coffee Processed Food Ice Creams Water Strong Brands across benefits and price points
  21. 21. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  22. 22. Pushing More Usage Low cost Satchels/mini packets, Seasonal products, Accessibility, Additive Usage
  23. 23. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  24. 24. Compelling Communication More awareness, emotional connectivity, more persuasion
  25. 25. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  26. 26. Highlighting BenefitsProviding more benefits with expanded product range within a brand
  27. 27. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  28. 28. Focus on Rural Market Focus on increasing consumption in Rural Market
  29. 29. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  30. 30. Stepping up Front End Execution More Stores, Better Stores and Better Service
  31. 31. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  32. 32. Charm of Big Stars Betting on Big Stars to attract mass fan following
  33. 33. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  34. 34. Bigger, Better & Faster Innovations Personal Home carePersonal & Home care Product Quality, Design, Formulation, Positioning, Pricing
  35. 35. Bigger, Better & Faster InnovationsPurifier, Food & Beverage Product Quality, Design, Formulation, Positioning, Pricing
  36. 36. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  37. 37. Leveraging Information TechnologyIntegrated Communication via website, forums, social media
  38. 38. Marketing Strategies• Pan Pyramid straggling • Stepping up Front End Portfolio Execution• Pushing consumer for more • Betting on Big Stars for Usage Advertising• Competitive and Compelling • Bigger, Better and Faster Communication Innovations• Highlighting Benefits • Leveraging Information technology & Social Media• Increasing Consumption in Rural Market
  39. 39. Lessons in Marketing• The company tied up with CNBC TV18 in 2009 to launch a television show titled, ‘Lessons in Marketing Excellence’, a marketing case-study competition for management students in India.• The show has completed three seasons and the fourth season is on air. http://www.limeonline.in/about_the_show.asp
  40. 40. In a NutshellHindustan Unilever Limited is a most admired FMCGcompany of India giving tough competition to many otherplayers in the sector like ITC, Nestle, P&G etc.Its understanding of consumer, leveraging technology andinnovation to connect with them stands it apart.The deep insight and continuous R&D in marketing itsproducts make the company to be part of everyday life ofevery 2 out of 3 Indians.
  41. 41. Thank You Your Feedback and Suggestions will be appreciated: Piyush Gupta MBA Sem. 1 SDIMT, Jagadhri, piyush.sdimt@gmail.com

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