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HUL - STP strategy for Soaps and Detergents
The document discusses segmentation, targeting, and positioning strategies for Hindustan Unilever's soap and detergent brands. It outlines how HUL segments the soap and detergent market based on factors like hygiene, beauty, price, and quality. It then discusses which segments HUL targets for its different brands. The document also provides examples of how HUL positions its brands through concepts, branding, and packaging that appeal to targeted segments.
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HUL - STP strategy for Soaps and Detergents
- 1. Pankaj, Pratigya, Rajeevand Raj Hindustan Unilever Soaps and Detergents Segmenting, Targeting and Positioning
- 2. Segmenting, Targeting andPositioning 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 andPositioning 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 Lux/Dove/Pears Lux/Rexona/Liril Hamam
- 4. Segmenting, Targeting andPositioning 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 andPositioning Soaps Segments targeted by HUL Hygiene Beauty/Complexion High Low Low High
- 6. Segmenting, Targeting andPositioning Detergents Segments targeted by HUL Price Quality High Low Low High
- 7. Segmenting, Targeting andPositioning Product Concept, Branding and Packaging Germprotectionsoap–journeyfrombartobrandextensionintohand-wash, sanitizerandpremiumcategory–brandextensionorlineextension? EncourageswomentoexpresstheirbeautybygivingthemamilliondollarfeelingeverytimetheyuseoneofLux’sexquisiteproducts Pearsisthegentlewaytokeepyourskinlookinginnocentandbeautiful Dovegotwomentoexperiencethe‘real’Dovedifference,withtheFaceTestcampaign HamammadeofnaturalingredientslikeTulsi,Aloe-VeraandNeem
- 8. Segmenting, Targeting andPositioning Product Concept, Branding and Packaging Wheel–Gratifyingexperienceforthehomemakerswiththestrengthoflemonandsweetfragrance Sunlight keeps colors looking as beautiful as you Cleanwhiteclothesplayacriticalroleinourlivesbycreatingagoodimpressionandbeingrecognizedbysociety Thishelpschildrentogetstrongerandgetreadyfortheworldoutside.Givesconfidencetoplayoutside
- 9. Segmenting, Targeting andPositioning