hindustan unilever marketing management

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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