The document discusses Hindustan Unilever's soaps and detergents business in India. It outlines their segmentation strategies for soaps and detergents, targeting different consumer groups based on factors like hygiene, beauty, price, and quality. It also discusses some of HUL's popular brands like Lifebuoy, Lux, Dove, Hamam, Wheel, and Surf Excel, and how their product concepts, branding, and packaging target various segments. Soaps and detergents account for nearly 50% of HUL's total revenue in India.

1. Pankaj, Pratigya, Rajeev and Raj
Hindustan Unilever Soaps and Detergents
Segmenting, Targeting and Positioning

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. 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/Pears
Lux/Dove/Pears
Lux/Rexona/Liril
Hamam

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. Segmenting, Targeting and Positioning
Soaps Segments targeted by HUL
Hygiene
Beauty/Complexion
High
Low
Low
High

6. Segmenting, Targeting and Positioning
Detergents Segments targeted by HUL
Price
Quality
High
Low
Low
High

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. Segmenting, Targeting and Positioning
Product Concept, Branding and Packaging
Wheel–Gratifyingexperienceforthehomemakerswiththestrengthoflemonandsweetfragrance
Sunlight keeps colors looking as beautiful as you
Cleanwhiteclothesplayacriticalroleinourlivesbycreatingagoodimpressionandbeingrecognizedbysociety
Thishelpschildrentogetstrongerandgetreadyfortheworldoutside.Givesconfidencetoplayoutside

9. Segmenting, Targeting and Positioning