This document discusses Hindustan Unilever's segmentation, targeting, and positioning of their soaps and detergents segment. It outlines how they segment soaps based on hygiene, beauty, fragrance, and ayurvedic attributes and how they segment detergents based on value, social image, and emotional connections. It also discusses the product concepts, branding, and packaging of some of their popular soap and detergent brands like Lifebuoy, Lux, Pears, Dove, Hamam, Wheel, Sunlight, and Surf Excel targeted towards different segments.

1. Pankaj, Pratigya, Rajeev and Raj
Hindustan Unilever
Soaps and Detergents
Segmenting, Targeting and Positioning
Pankaj Sultane

2. Segmenting, Targeting and Positioning
We aspire to help people feel good look good and get more out of life
with brands and services that are good for them and good for others
About HUL
> 16,000
employees
and ~1,500
Managers
> 2,000
distributors
> 2,000
suppliers
and
associates
> 2,500
Stockists
> 6.4 Mn
Outlets
Direct
Coverage:
> 2 Mn
outlets
49%
29%
12%
6% 4%
Revenue Share of HUL
Soaps & Detergents
Personal Products
Beverages
Packaged Foods
Others

3. Segmenting, Targeting and Positioning
Segmentation of Soaps by HUL
Hygiene Beauty Fragrance Ayurvedic
Keep germs away Glamour quotient Keep body odor away Health conscious
Avoid skin diseases
and infections
Seek fairness Feel good with good
smell
Chemical free
E.g. Lifebuoy Lux/Dove/Pears Lux/Rexona/Liril Hamam

4. Segmenting, Targeting and Positioning
Segmentation of Detergents by HUL
Value Seekers Social Image Emotional
connect
Advanced
Users
Washing as a house-
hold chore
White clothing as
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
Washing as a special
task
E.g. Wheel Rin/Rin Advanced Surf Excel Surf Excel Matic

5. Segmenting, Targeting and Positioning
Soaps Segments targeted by HULHygiene
Beauty/Complexion
High
Low
Low High

6. Segmenting, Targeting and Positioning
Detergents Segments targeted by HULPrice
Perception
High
Low
Low High

7. Segmenting, Targeting and Positioning
Product Concept, Branding and Packaging
Germ protection soap – journey from bar to brand extension into hand-wash,
sanitizer and premium category – brand extension or line extension?
Encourages women to express their beauty by giving them a million dollar feeling
every time they use one of Lux’s exquisite products
Pears is the gentle way to keep your skin looking innocent and beautiful
Dove got women to experience the ‘real’ Dove difference, with the Face Test
campaign
Hamam made of natural ingredients like Tulsi, Aloe-Vera and neem

8. Segmenting, Targeting and Positioning
Product Concept, Branding and Packaging
Wheel – Gratifying experience for the homemakers with the strength of lemon and
sweet fragrance
Sunlight keeps colors looking as beautiful as you
Clean white clothes play a critical role in our lives by creating a good impression and
being recognized by society
This helps children to get stronger and get ready for the world outside. Gives
confidence to play outside

9. Segmenting, Targeting and Positioning