hindustan unilever marketing management
TRANSCRIPT
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HINDUSTAN UNILIVER
PRESENTED BY
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Vision:
To earn the love and respect of India, by making
a real difference to every Indian
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HULs product range
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Hindustan Unilever Limited
Indias largest fast moving consumer goodscompany with leadership in Home and Personal
Care Products, Foods and Beverages and
Speciality Chemicals.
A fortune 500 transnational with a turn over of
$90 billion
HUL was the first foreign Subsidiary to offer 10%of its equity to the Indian public
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Under the Personal Care products, HUL is the
biggest player in Hair and Skin care products
with brands Clinic, Sunsilk, Lux and Organics
shampoos and Clinic Plus and Clinic all clear
Hair .
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HULs Brand portfolioHULs Brand portfolio
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Dove
Survey for 1 week via Internet and SMS
Test marketing:
5000 hair washes in malls
Market Leader in premium shampoossegment within 1 year of launch
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Surf Excel
A pioneer in the Indian detergent powder market Surf Excel conducted childrens festival and
brought alive Dirt is good campaign
More than 40,000 children participated
In order to deal with the water crisis surf excellaunched Surf excel quick wash.
Do bucket paani ab rozana hai bachana.
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Rural marketing:
Project Shakti
To Reach:
Small, scattered settlements and poor
infrastructure make distribution difficult
Over 500,000 villages not reached directly by
HUL
To Communicate:
Low literacy hampers effectiveness of print
media
Poor media-reach: 500 million Indians lack TV and radio
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RIN
Rin Supreme bar is now
Surf Excel bar
Rin Supreme bar is already
a top-end bar and it helps when it is beingmigrated to an already premium brand suchas Surf Excel.
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Processed foods
Launched kissanjams in
easy to apply tube packs.
These tubes had a colourful
and attractive packaging with disney cartooncharacters to attract children.
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Geographical
marketing
Knorr has recently come up with Indian soups tosuit the taste of Indian customers.
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MEDIA PLATFORMS USED
Print media
Television
Internet
Rural campaign
Environment concernads
Music videos
Free sampledistribution
Demo campaigning Hoardings
Radio
Sponsorships
Live shows
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CRITICS ON ADVERTISEMENT
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Pepsodent ToothPowder
Pepsodent offer.flvAdvertisement Flaw
Devaluation of product
Products quality looses its value Poor promotion of free samples
No unique identification of product
Boring conversations
Modifications
Emphasis on quality and results
Longer life by adding free products
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Surf Excel
Surf Excel Matic Ad.flvAdvertisement Flaw
Confusion in advertisement
Product is not clear
The add is diluted with other product
Doesnt register in memory
Modifications Even worst washing machine is used, surf removes dirt
Concentrate more on product
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Conclusion
Products and communication mix
Differentiation of products
STP Huge potential in rural areas
Project shakthi, Stains are good campaign
penetration Expectation to compete
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Surf Excel Ad.flv
Humorous Indian ad 1.flv
Surf Excel - Two Bucket Series.flv
THAN K YOU