Hindustan Unilever ltd.- marketing strategy

1.  Presentation
 Submitted by :-
Shalvi Mahawal (12bba017)
Ramandeep Kaur (14Mba017)
Neha Gupta (14Mba008)

2. ABOUT
UNILEVER:
 Unilever has been in business since the
1880s.
 HUL was established in 1933 as Lever
Brothers and, in 1956, became known as
Hindustan Lever Limited, as a result of a
merger between Lever Brothers,
Hindustan Vanaspati Mfg. Co. Ltd. and
United Traders Ltd.
• HUL is an Indian consumer goods
company based in Mumbai, Maharashtra.
• It is owned by Anglo-Dutch company
Unilever which owns a 51.51% controlling
share in HUL as of March 2015 and is the
holding company of HUL..
• HUL's products include foods, beverages,
cleaning agents, personal care products
and water purifiers.
• It is headquartered in Mumbai, India and
employs over 18,000 workers, whilst also
indirectly helping to facilitate the
employment of over 65,000 people.[4] The
company was renamed in June 2007 as
"Hindustan Unilever Limited"
 Type: public
 Traded asBSE: 500696
BSE SENSEX Constituent
 Industry: Consumer goods
 Founded:1932
 Headquarters: Mumbai,
Maharashtra, India
 Key people: Harish Manwani
(Chairman), Sanjiv Mehta (CEO and
MD)[1]
 Products: Foods, beverages,
cleaning agents personal care
products and water purifiers.
 Revenue's 30,170 cores (2014-15)
 Net income:Rs 4,315 cores (2014-15)
 Number of employees:18,000 (2014)
 ParentUnilever:(67%)
 Websitewww.hul.co.in

3. VISION :
“Unilever is a unique company, with a proud history
and a bright future. They have ambitious plans for
sustainable growth and an intense sense of social
purpose”
• Work to create a better future everyday.
• Purpose is to make sustainable living commonplace; and
providing brands and services that help people to feel good,
look good, and get more out of life.
• Inspire people to take small everyday actions that can add up
to a big difference to the world.
• In 2009, HUL launched The Compass –strategy for
Sustainable Growth. It sets out our clear and compelling vision
to double the size of the business, while reducing the
environmental footprint and increasing our positive social
impact and gives life to our determination of building a
sustainable business for the long term.

4. MISSION..:-
“ TO ADD VITALITY TO
LIFE…”

5. •India's largest Fast Moving Consumer
Goods company with 100 factories across
India.

7. BRANDS:
“HUL is the market leader in Indian consumer
products with presence in over 20 consumer
categories such as soaps, tea, detergents and
shampoos amongst others with over 700 million
Indian consumers using its products.”

10. STRATEGY:
They’ve built a strategy which helps to achieve their purpose of
making sustainable living commonplace; aims to double the size of
their business whilst reducing the environmental footprint and
increasing their positive social impact.
BUSINESS MODEL:

11. STRATEGIC FOCUS:
Double the size
of the business.
Reduce the
environmental
footprint
Increase the
positive social
impact.
strategic
vision:
Personal care
Home care
Food &
refreshments
Emerging
markets
strategic
choices

12. UNILEVER SUSTAINABLE LIVING PLAN
states that…
“how they will achieve sustainable growth by improving the
health and well-being of more than a billion people, reducing the
environmental footprint of the making and use of our products,
and enhancing the livelihoods of millions of people across our
value chain.”
Sales growth
Margin
improvement
s
Cash flowsEarning per
share
Dividends
Financi
al
growt
h
model
Brand
preference
Talent
Sustainability
Key
risks

13. SWOT ANALYSIS..:-
STRENGTHS:-
 strong positions in
most of the
categories of its
presence
 Innovative aspects.
 Solid base of the
company.
 Healthy
shareholder's return.
 Presence of
established network
of distribution in
both urban & rural
areas.
WEAKNESS:-
 Strong competitors
and availability of
substitute.
 Low exports level.
 High price of some
products.
 High advertising
cost.
 49% of HUL sales
comes from
detergent and
personal care.

14. OPPORTUNITIES:-
 Changes in rural India's sources of income.
 Increasing consumer aspirations.
 Large domestic market-over a billion population.
 Increase in market share price.
 Changing lifestyles and rise in income levels.
 Consumer expenditure in food sector rose by
13%.

15. THREATS:-
 Rural income is still dependent on agriculture
and in turn monsoons.
 Stiff competition from local as well as MNC’s
players.
 Mimic of brands.
 Temporary slowdown in the economy can have
an impact on FMCG industry.
 Receding pricing power.

17. Marketing strategies of HUL
for urban area :
 Adopted Total Productive
Maintenance(TPM) to meet zero error, zero
loss.
 Focuses on short supply chain for
distribution.
 To meet the every needs of people
everywhere.
 Also uses Direct selling channel,
franchisee to reach everyone e.g.
Aviance, Ayush.
 Build segments & market for the future
where Unilever has strong expertise.

18. Marketing strategies of HUL
for rural area :
• 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.
• Market leader Hindustan Unilever (HUL) is setting
up 14 new consumer clusters as part of an
aggressive initiative to drive growth across smaller
but fast-growing markets cross India. Rural markets
contribute to 55% of the total FMCG consumption in
India.

19. CORPORATE SOCIAL
RESPONSIBILITY :
•Providing education on health and hygiene.
•Women empowerment
•Water management.
•Rehabilitation of special or underprivileged
children.
•Care for the destitute and HIV-positive.
•Rural development.
•Plays active role in natural calamities

20. Several projects has been started up
by the HUL for sustainable growth
and development…
 LIFEBUOY SWASTHIYA CHETNA: health &
hygiene.
 SHAKTI: empowerment of women through micro-
economic enterprise opportunities.
 YASHODADHAM: relief & reconstruction in
Gujarat's Kutch district.
 AASHA DAAN: happy home actively supported by
HUL.