Hindustan Unilever Limited

1. By Haresh Chaudhary

3. Main Target Industry of HUL
The Toilet Soap Market-
The soap manufacturing industry is one of the oldest industries operating in the FMCG (Fast-moving
consumer goods) sector in India, and accounts for more than 50% of the consumer goods sector. The soap
and detergent industry covers laundry and toilet soaps, and synthetic detergents in the form of liquid, powder,
and bar. Bar soaps.
Around 50% of soaps produced are sold in rural markets. Increasing awareness of hygienic standards in rural
areas is providing growth opportunities to several players. Manufacturers are introducing soaps in different
sizes and ranges, targeting consumers from low-income groups.
Herbal soap is the fastest growing category in the soap market in India. Government initiatives like Swachh
Bharat Mission, which promotes health and hygiene, has led to the growth of the soap manufacturing
industry.

4. Brands Under HUL
HUL has largest share in the market of toilet soap Industry of 54 percent making it India’s biggest Fast
moving consumer goods company. Not only Hygiene the company sells Home & Personal Care Products
and Foods & Beverages .
Top Brands Includes- LUX, Lifebuoy, Dove, Hamam, Breeze for Soap Industry
Surf Excel, Rin, Wheel, Fair And Lovely, Ponds, Sunsilk, Pepsodant, Closeup, Kwality Walls and many
more are other brands which are made over 40 factories across India making it the largest and most
competitive brand in the market

5. Competition
Godrej Consumer Products- Market Share 9 Percent. Brand- Cinthol, Fairglow,
Wipro - Brands Santoor and Chandrika
P&G
ITC

6. Communicates with its Customers at the Corporate
HCL involves interested in Social Welfare initiatives across the country both through charity and Investment around
issues like education, health, nutrition, and economic upliftment of the underprivileged.
HUL has also partnered with an NGO called Partners in a change where it buys tea from small producers, thereby
improving their living. The efforts of the company in improving water availability through soil conservation and
water harvesting methods have given good results.
HUL is also running Rural Health Program like Lifebuoy Swasthya Chetana, Which induces hygiene practices
among rural Indians and aims to bring down the incidence of diarrhea. The vision is to make 1 billion Indians feel
safe and secure.
Not only tis the company aims to relate to a large number of interested public. Customer who will buy their products
certainly to satisfy their needs. PRs are always involved to protect and build companies image or it’s individual
product.

7. Marketing

8. Product Pick from HUL
LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels,
bath additives, hair shampoos and conditioners. Lux started as "Sunlight Flakes" laundry soap in 1899.
As of 2009, Lux revenue was estimated at €1 billion, with market shares spread out to more than 100
countries around the globe.
Today, Lux is the market leader in countries like Brazil, India, Thailand and South Africa.
Developed by Unilever, Lux (soap) is now headquartered in Singapore. It celebrated its 90th anniversary in
2018. Lux is a multinational beauty product brand sold mostly in South Asia. The products of Lux are having
a high rate of sales.

9. Price Place
HUL provides a lot in terms of product itself, it
cannot provide a better pricing Beauty soap has a
very high demand in the beauty industry. Any
change in price will lead to high risk of price
wars among other companies in the same, which
will cause loss in profits. LUX soap keeps almost
the same price as the competitors and it keeps a
close analysis on the price of competitors. If
necessary then only there is a change in price.
Lux has a strong distribution network with over 1.3 million
outlets just in India. Lux follows the traditional mechanism of
distribution channel with distributor who provides to the
wholesaler who in turn supplies to the retailer. The retailer
then provides the product to customer. However, the
distribution process is handled by third party which works in
tandem with Unilever. These suppliers provide Lux products
to retailers all over the country. There are around 71
manufacturing plants present all over the world and the
products are available in around 100 countries. Lux products
are ubiquitous and occupy large shelf space. Lux are available
everywhere: be it at the large retail stores or the small kirana
stores. With the increasing penetration of ecommerce, Lux
products are widely available online.
The extensive distribution network ensures that the reach of
Lux products is as wide as possible.

10. Promotion and Advertisement
The promotional and advertising strategy in the Lux marketing strategy is as follows:
Lux uses 360 degree marketing communication through TVs, print media, online ads etc as a part of its complete
marketing mix strategy. Lux is involved in huge marketing be it through televisions, radio or print media.. Lux has
used celebrities like Aishwarya Rai, Kareena Kapoor, Shahrukh Khan, Audrey Hepburn for promotion and has
positioned itself as a soap made and used by celebrities. It has had numerous promotional offers which included
meeting celebrities, offering gold coins
. Lux has also been involved in sponsoring various television shows like Dance India Dance etc. Lux brand keeps on
coming up with new innovative marketing campaigns to keep the audiences and consumers engaged. The brand is so
big and well established, the Lux brand focuses more on restating the brand value proposition of being a popular
beauty soap. All in all, one of the biggest strengths of Lux is the marketing it does for its products. Hence, this
concludes the Lux marketing mix.

11. Marketing Communications levels
6 types of Marketing communication are as follows
● Sales Promotion
● Public Relation
● Advertisement
● Media Promotion
● Celebrity Endorsement
● Distribution

12. Sales Promotion
Promotion- The last Frontier for most actors aspiring
to stardom is becoming a Lux Ambassador. The
brand has outlasted many soaps from the beginning,
Lux became a household name across the country.
Sales Promotion is a key ingredient in marketing
campaigns. Lux presented 30gm gold each to the first
3 winners of the lux gold star offer from delhi. A
consumer can find 22 carat gold inside their soap.
Offers were only available in 150 gram Soaps.
Lux Star Banao- Aish Karo contest where all one need
to buy a special promotional pack of LUX. The pack
came with Scratch card, The top 50 winners will be
taken to Mumbai and will be given an opportunity to
live a life like Aishwarya Rai this also came with a
volcher of 50000 Rupees and more exclusive things.

13. Public Relation
Not only must the company relate constructively to
customers, supplier and dealers, it must also relate to
a large number of Interested public. (Potential
Interest towards the product) PR involves a variety of
programs designed to promote and protect a
company’s image or product.
Consumer department to manage the complaint of the
end users. Legal department which deals with any
legal issues and media war.
PRESS RELATIONS- LUX has maintained
communication with it’s customer by using press
relations.
Events- LUX celebrated 75 years of existence in a
grand way by making SRK their Brand Ambassador.
Other past ambassador also made it to the event
making it very special.

14. Product Communication
Limited Edition- of the brand is also a way of
attracting attention towards the brand. It creates a
buzz and a feeling of Urgency to try out the product
and helps in promotion of the brand.
Labelling- The LUX Trade Characters or logo is
present prominently on the package. Novel metallic
substrate packing showcases the ingredients, and a
female model is shown on the pack.
Placement- HUL LUX is not given a notable
placement in every store for it’s promotion. Usually
they go for wide display. Decoration are made inside
and outside the store to attract customer or potential
people.
Packaging-The colors are different for different
flavor.

15. Advertisement
LUX has used the medium of advertising since many decades and have become beauty
soap of Film stars, promising their beauty in ordinary women.
Top Silver screen actors/actresses = Good quality
This idea brings out the star in you and puts the consumer at the heart of the bands
promise. The promise goes beyond the functional deliverable of soap, beyond bathing and
the bathroom to the world outside. It’s a world where the lux on her side, an ordinary
women can impact her world with her own star quality.

16. Selection of Media
● Television
● Billboards
● Magazines
● Newspaper
● Brochure
● Internet
Company believes that ads do have adequate impact on sales especially on Television.

17. Celebrity Endorsement and Sponsoring event
Since 1930s Hollywood actresses have marketed the soap to women as a beauty enhancer.
Now too the brand is still heavily advertised in India using Bollywood stars.
The company goes for sponsoring events in order to heighten the company and brand
image. Mostly the company foes for financing such kind of events in which its product has
got some room to build likeness. The company also goes for sponsoring fashion shows in
different cities.

18. Distribution
LUX uses indirect distribution channel
● Manufacturer
● Distributor
● Retailer
● Consumer
This helps HUL producer in covering Wide market. There is a headquarter in each city with its own distributor.
To reach rural areas it makes contact with sub distributor to reach rural or small towns.
Company keeps Contact with the main distributor and The sub distributor keeps with the main. It avoids dispute
and confusion and helps in easy flow of goods. Maining accounts also becomes easier.
Every distributor given a target, and if the target is achieved then they are given more incentive which indirectly
motivates them to sell more in future. Area sales manager and Territory sales officer is directly linked with the
distributors to set and achieve targets Target is set with history of sales and depends upon area to area.

19. Project details has been taken from following sites
https://www.hul.co.in/
https://www.hul.co.in/brands/
https://en.wikipedia.org/wiki/Hindustan_Unilever
https://www.mbaskool.com/marketing-mix/products/17075-hul-hindustan-unilever.html
http://www.ijrar.org/papers/IJRAR19J1645.pdf
https://www.academia.edu/402825/Hindustan_Unilever_Limited_a_study_on_the_marketing_concept
And few google.com sites and youtube.com videos