Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a wide range of brands in home and personal care space including Lux, Lifebuoy, Dove, Surf Excel, Rin, Wheel, Fair & Lovely, and Pepsodent. HUL has a strong distribution network across India with over 3400 distributors and coverage of over 16 million outlets globally. It uses innovative marketing strategies such as celebrity endorsements and product innovations to promote its brands and engage customers.

1. A MARKETING
COMPANY
Presented By
Srilakshmi

2. Hindustan Lever Ltd
IS NOW
Hindustan Unilever Ltd

3. VISION
to earn the love and
respect
of INDIA,
by making a
real difference
to every Indian

4. “Add vitality to life”.
We meet everyday needs for
nutrition, hygiene, and personal
care with brands that help people
feel good, look good and get
more out of life.

5. Introduction
• India’s largest fast moving consumer goods company
with 80 factories across India.
• In 1931, first Indian subsidiary, Hindustan vanaspati
manufacturing company, followed by Lever brothers
India limited(1933) and United traders limited (1935)
• HUL formed in November 1956.
• The Anglo-Dutch company Unilever owns a majority
stake(52.10%) in Hindustan unilever limited.
• The rest of the shareholding is distributed among
about 360,675 individual shareholders and financial
institutions

6. Contd…….
 Hindustan Unilever reported 1QFY12 sales of Rs55,039 mn (15% yoy, 1%
above estimates)
 PBT (before exceptional items) of Rs7,487 mn(9% yoy, 1% below estimates).
 PAT of Rs6,272 mn was 7% above estimates due to higher exceptional income from sale of
properties.
Key highlights:
 HUL reported 8.3% volume growth in 1QFY12, lower than the double-digit volume growth
reported in the past 5 quarters.
 Gross margins for the quarter were down 311 bp following increased raw material prices.
 Share price 382.05 rs

7. • Lux,Lifebuoy,Dove
Personal
• Pears, Rexona,
wash
• Breeze
• Surf Excel,
Laundry
• Wheel, Sunlight
• Fair & Lovely, Ponds
Skin Care
• Vaseline
• Sun silk
Hair Care
• clinic plus
• Pepsodent
Oral Care
• Close up
• Axe
Deodorants
• Rexona
Color
Cosmetics • Lakme
Ayurvedic • Ayush

8. PRODUCT SEGMENTS OF HUL
Exports, 6%
Others, 2%
Ice creams, 1%
Foods, 4%
Beverages, 12% Soaps and
Detergents, 48%
Personal
Products, 28%

9. • HUL is the market leader in FMCG in INDIA.

10. PERSONAL CARE
HUL Competitors
• Lux • Santoor, Chandrika
• Rexona • Cinthol, Mysore Sandal
• Lifebuoy • Godrej No1, Nirma
• Breeze • Dettol

11. HAIR CARE
HUL Competitors
• Sun silk • Pantene
• Clinic plus • Head & Shoulders
• Dove • L’Oreal, Garnier

12. ORAL CARE
HUL Competitors
• Pepsodent • Colgate
• Meswak
• Close up • Dabur Red
• Anchor

13. COSMETICS
HUL Competitors
• Lakme • Revlon
• Axe • Nivea
• Fair & Lovely • Charmise
• Lever Ayush Theorpy • L’Oreal
• Ponds

14. HOME CARE
HUL COMPETITORS
• Surf Excel • Ariel
• Wheel • Nirma
• Rin • Tide
• Cif • Exo
• Vim • Lizol
• Domex
• Sunlight

15. Food Brands
HUL Competitors
• Brook Bond Taj Mahal • Gemini Tea
• Brook Bond Bru
• 3 Roses
• Nescafe
• Lipton • Tata Salt
• Taaza • Maggi
• Red Label
• Annapurna
• Kissan
• Knorr
• Modern Premium Brand
• Kwality walls

16. Water Brands
• Pure it ( In home water purifier)
• As Safe As Boiled Water
• Doesn’t need gas, electricity, or continuous
water supply
• No residual chlorine
• Free home demonstrations

17. SWOT ANALYSIS
Strengths
• Strong brand portfolio, price, quantity, & variety
• Innovative Aspects
• Presence of established distribution networks in both urban
and rural areas
• 3400 distributors
• 16 million outlets over the world
• 700million customer base
• Strong R&D of the company
• Highly skilled human resources
• Corporate social responsibility

18. SWOT ANALYSIS
Weakness
• Strong Competitors
• Changing Consumption pattern
• High costs (Advertising & promotional expenses in 2010 was 750 crores)
Opportunities
• Large domestic market
• Changing life styles and rising income levels i.e. increasing per capita
income of the consumer
• New category openings
– Medicines, Biscuits

19. SWOT ANALYSIS
Threats
• Loosing market share in most categories(High
Competition)
• Food price inflation & economic slow down
• Local players set to mimic major brands
• Increasing cost of raw materials
• Tax and regulatory structure

20. 4 p’s of Marketing

21. PRODUCTS

22. PROMOTION
• Beverages : Broke Bond Taj Mahal
• Theme of the brand: Taj is not just a cup of
tea, it is a sensory experience
• It was the first brand to introduce “Tea Bag.
And this is only brand to sold Vacuum sealed
packs.
• Tag Line : Wah Taj

23. Promotional campaigns of Taj
• 1990: Hazaron me ek tea was promoted using
the baseline “Wah Taj”. Brand
ambassador Tabla Maestro Ustaad Jakir
Hussain
• 2003:Base line was changed to subse khas Taj
ehsas.
• 2006: wah wah Taj
• 2007 : Saif ali khan was brand ambassador
baseline was again changed to “wah Taj”.

24. Innovation promotional
campaign of Brook Bond
•
Taj Mahal
Sample various teas in a guided tea tasting
• Learn the art of making the perfect cup
• Become a certified Tea connoisseur
• Enjoy traditional tea-time snacks
• Taj Mahal is also associated with "Enlightened Film Society" - an
association for the connoisseurs of cinema. Enlightened film Society
along with Taj Mahal tea brings the treasured pieces from world
cinema to the big screen and make it accessible to an audience
thirsty for excellence captured on celluloid.

25. PROMOTION
Beverages : Brooke Bond BRU
• Unilever’s only coffee brand
• Enjoys a rich heritage, came into existence in 1962
under the brand name Deluxe Green Label
• Consistently offering better and newer products to the
consumer through improved packaging solutions and
innovative product formats
• Enjoys strong presence at various out of home
locations

26. Innovation promotional
campaign of Brook Bond BRU
• Some of the commercials that came up was
– The theme revolve around the shy girl wanting to
introduce her boyfriend to her father
– ‘Little cup’ to tell the ‘good news’.
– Tamil adds related to starting marriage procedure to
the day of marriage targeting the south Indian people
– BRU Just go with your saathiya contest(2002-03).

27. PROMOTION
• SPREADS & DRESSINGS : KISSAN
• Theme: Kissan wants to be the brand which will help
dissolve tension between mother and the family
during informal good food moments. With
kissan, good food is loved not shoved.
• The main target segment for the brand is the growing
kids and the positioning is:”deliciously wholesome
products for kids to grow up

28. Innovation promotional
campaign of KISSAN
• It has come out with an innovative squeezy package
for the Ketchup &Jams which have become very
popular
• Brand ambassador Rahul Dravid
• The brand also has came out with Low calorie jam to
appeal to the health conscious crowd

29. PROMOTION
• Soups & Meal Maker : KNORR
• The Key theme of brand is : “Chefmanship and
expertise”.
• The ads of the brand mainly focus on the
functional attributes which is evident from
this tagline : “Naya Knorr Soup,Asli sabzion ka
Zadoo”.

30. PROMOTION
PERSONAL CARE : LUX
• Lux was launched in UK in 1899 as a laundry soap to wash delicate(silk)
clothes in home.
• In India, Lux launched in 1929 & it has proved to be a powerful brand in
beauty soap segment.
• From the starting, it has been claimed as “The Beauty Soap Of Film
Stars”.
• In 2006, Lux was awarded as “Awaz consumer Award 2005” as the most
preferred body soap.

31. Innovation promotional
campaign of LUX
• Since the 1930s,over 400 of the world’s most stunning and sensuous
women have been proudly associated with Lux Advertisement.
• Very First ambassador : Leela Chitnis
• First Indian male brand ambassader: Shah Rukh Khan.
• With top movie stars-
• From Madhubala to Madhuri, From babita to Karishma and
Kareena, interspaced with leading film stars Hema malini, Juhi chawla and
Sreedevi , Aishwarya rai, Priyanka chopra,Katrina Kaif having endorsed the
goodness of lux over generations.
• Latest Asin

32. PRICE
• Value Pricing: It involves setting prices
reasonably at a lower level compared to
competitors through careful streamlining of
operations to become a low-cost firm without
sacrificing quality.
• Customer- Segment Based Pricing: HUL
focuses on pricing its products according to
different customer-segments. For ex: Broke bond
Sehatmand for the lower-middle class and
TajMahal for the upper-middle class or the rich
people, i.e. for its Premium Customers

33. • Low Cost/Cheap Products: This is a
common strategy widely adopted by manufacturing
and marketing concerns where the price can be kept
low by low unit packing like paisa pack of tea, Kissan
jam sachets etc.
• Product from pricing : Different versions of
product are priced differently but not
proportionately to their respective costs.

34. Place
• Cutting –edge distribution network- At HUL
distribution network is one of the key strengths that
help them reach their products across the length and
breadth of this vast country. It has 2000+ suppliers
and associates 7000 stockists and direct coverage in
over 1 million retail outlets across the India.
• RS Net —An IT –powered system has been
implemented to supply stocks to redistribution
stockists on a continuous replenishment basis.

35. MARKETING STRATEGIES OF HUL
FOR URBAN INDIA
• Focuses on short supply chain for distribution
• To meet the every need of people everywhere
• Build segments & market for the future where
unilever has strong expertise
• Also uses Direct selling channel, franchisee to
reach every one e.g. Unicare

36. MARKETING STRATEGIES OF HUL
FOR RURAL INDIA
• For long term benefits, HUL Started Project Streamline in 1997
• Appointed 6000 sub-stockists that directly covers about 50,000
villages&250 million customers
• Integrate Economic, Environment & Social objectives with business
agenda.
• Project Shakti, partnership with self help groups of Rural women &
covers 5000 villages in 52 districts in different states

37. • Providing education on health and hygiene
• Women empowerment
• Water management
• Rehabilitation of special or underprivileged children
• Care of the destitute and HIV-Positive
• Rural development
• Plays active role in natural calamities