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4P HUL Marketing Presentation.pptx
- 1. MARKETING MIX 4P'S CASE STUDY OF HINDUSTAN UNILEVER LTD (HUL)
- 2. Learning Objectives Key takeaways: 4 P's of Marketing Mix About Hindustan Unilever and its marketing mix Product portfolio of HUL Pricing Strategies of HUL Distribution channels of HUL Promotional strategies of HUL
- 3. LOGO
- 4. India’s largest fast- moving consumer goods company 85 years of heritage in India employing about 21,000 and has sales of INR 45,311 crores The most innovative company in India and 8th globally by Forbes Established in 1931 as Hindustan Vanaspati Manufacturing Co. It is a Subsidiary of Unilever Driven by a purpose: to make sustainable living commonplace HUL - At a Glance Nine out of ten Indian households use HUL products.
- 5. Power Brands of HUL 44 brands spanning 14 distinct categories, few namely: • Kwality Walls • Vim dishwash • Surf Excel washing powder • Pepsodent toothpaste • Lakme beauty merchandises • Fair& Lovely products Competitors Dabur India Nestle India Asian Paints ITC limited L'Oréal Colgate-Palmolive
- 6. 4 P’s of Marketing Mix Neil H Borden (1964) Concept became popularized after Neil H Borden published its 1964 article James Culliton (1940) Product planning, pricing, branding, distribution channels, advertising, promotion, packaging, display, physical handling, and fact-finding and analysis. E.Jerome McCarthy (1960) Later grouped these ingredients into 4 categories what are today known as the 4 p’s of marketing mix.
- 7. What Are the 4 Ps? • The four Ps of marketing are the key factors that are involved in the marketing of a good or service. • They are the product, price, place, and promotion of a good or service. • Often referred to as the marketing mix, the four Ps are constrained by internal and external factors in the overall business environment, and they interact significantly with one another.
- 8. 4 P's of Marketing Mix Product Any item that intends to satisfy the needs and wants of a target customer. It can be a tangible good or intangible "what makes your product so great or unique? Because if you don’t stand out it’s going to be hard to thrive." Place Providing customers access to the product, and it also calls into play convenience for the customer. "It is about putting the right product, in the right place, at the right price, at the right time, in front of the customer" Price It is not only the monetary value of a product but also the time or effort the customer is willing to expend to acquire it. It is the Determination of a product's value among target audiences. “If a product is priced too high or too low, the product and brand could fail." Promotion Specific and thoughtful advertising that reaches a company's target market. includes advertising, public relations, and promotional strategy. "Reveal to consumers why they need it and why they should pay a certain price for it."
- 9. Complete set of products and/or services offered by a firm A product mix consists of product lines, which are associated items that consumers tend to use together or think of as similar products or services. A successful product mix strategy enables a company to focus efforts and resources on the products and product lines within its offerings that have the greatest potential for growth, market share, and revenue. PRODUCT
- 10. HUL is the leader in the consumer goods industry. Hindustan Unilever’s organizational structure reflects the diversity of consumer goods in this product mix. It has a wide variety of products under the following categories: •Food Brands •Homecare Brands •Personal Care Brands •Water purifier Brand Products in the Marketing mix of HUL
- 11. PRICE The cost consumers pay for a product Marketers must link the price to the product's real and perceived value, but they also must consider supply costs, seasonal discounts, and competitors' prices. In some cases, business executives may raise the price to give the product the appearance of being a luxury. Alternatively, they may lower the price so more consumers can try the product.
- 12. Pricing in the Marketing mix of HUL Hindustan Unilever (HUL) is one of the leading companies, offering many products and hence a wide price range. It keeps a very competitive price for all the products in a segment. The company tries to reach the maximum number of customers in all income segment It also has various professional product for which it follows premium pricing strategy for example TONI & GUY is very premium priced as compared to Lakmé. A discount can sometimes draw in more customers, but it can also give the impression that the product is less exclusive or less of a luxury compared to when it is was priced higher. When HUL comes up with new products it comes up with a bundling strategy where in it packs a small sample to the main product although the product is either in the same category or with the same brand name
- 13. Movement could be through a combination of intermediaries such as distributors, wholesalers, and retailers. The internet itself is a marketplace now. Through the use of the right place, a company can increase sales and maintain these over a longer period of time. Moving products from the producer to the intended user PLACE
- 14. Vast Distribution Network At least 2 Million outlets and 7.7 million retail shops across India Direct Selling Hindustan Unilever network (HUNL) • Ayush Therapy- health products • Aviance- beauty products • Lever Home - home products • D.I.Y. - male grooming products Independent Wholesalers & Retailers Minimum 2900 stockists gaining an advantage over its competitors. Local Warehousing Set up at convenient places from where the C & F agents dispatch the items to the retailers on the stockist’s orders 4-Tier System of Distribution To reach the rural market, the company has simply gone forward with a no- holds-barred policy and set up various networks Place in the Marketing mix of HUL
- 15. It focuses on creating awareness and persuading the customers to initiate the purchase. It is the integration of Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing. Promotional tools used by the business to create, maintain and increase the demand PROMOTION
- 16. Promotions in the Marketing mix of HUL Take advantage of the tools available. Social media channels Attractive Packaging & Discounts offers Print, Newspaper, etc Hoardings, Billboards Celebrity Endorsements Television
- 17. 15% of spends and HUL spends about Rs 3,500 crore on advertising 20% of the country’s ads on TV.
- 18. Lifeboy – Dhote jao Iconic Fair & Lovely Boost – is the secret of my energy Ponds– Googly Woogly Wooksh Vim – 100 Nibu ki shakti Few Notable Promotional Campaigns of HUL Surf Excel – Daag Ache Hai
- 19. Conclusion Understanding the needs or desires of consumers Identifying the cause of the failure of the current product offering Finding ways to address problems and change public perception of the product/service 01 02 03 HUL's effective marketing mix addresses factors such as 04 Increase competitive advantage 05 Increase demand of product / services