MARKETING STRATEGIES OF

HINDUSTAN UNILEVER

PRESENTED BY :ASHISH Kr. KASHYAP

RADHEMOHAN SHARMA

SAURABH MEENA

AGENDA INTRODUCTION BOARD OF DIRECTORS VISION OF THE COMPANY HUL CONTRIBUTION IN DIFFERENT

SECTORS PROMOTIONAL VIDEOS OF HUL PRODUCTS OF HUL CORPORATE SOCIAL RESPONSIBILITY MARKETING STRATEGIES OF HUL. CITIZEN LEVER

INTRODUCTION

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company.

HUL formed in November 1956. Leadership in Home & Personal Care Products and

Foods & Beverages. HUL's brands, spread across 20 distinct consumer

categories, touch the lives of two out of three Indians. They endow the company with a scale of combined

volumes of about 4 million tonnes and sales of Rs.13,718 crores.

INTRO

INTRODUCTION CONTD….

With 35 Power Brands, HUL meets everyday needs for Nutrition, Hygiene, And Personal Care with brands that help people feel good, look good and get more out of life. 

The mission that inspires HUL's over 15,000 employees is to "Add Vitality To Life".

It is a mission HUL shares with its parent company, Unilever, which holds 52.10% of the equity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide.

BOARD OF DIRECTORSCHAIRMAN OF HINDUSTAN UNILEVER

LIMITEDHARISH MANWANI.

A distinguished alumnus in statistics & economics and MBA from Mumbai University, Mr. Manwani joined HUL in 1976. Following several Sales and Marketing assignments, he became Divisional Vice President - Marketing. Mr. Manwani joined the Board of HUL in 1995, responsible for the Personal Products business.

CEO & MANAGING DIRECTOR OF HINDUSTAN UNILEVER LIMITED

NITIN PARANJPEMr. Nitin Paranjpe joined the Company as a

Management Trainee in 1987 after obtaining a degree in BE (Mech.) and MBA in Marketing (JBIMS) from Mumbai.

Mr. Paranjpe was appointed as the CEO and Managing Director of the Company in February 2008.

VISION OF THE COMPANY

“TO EARN THE LOVE AND

RESPECT OF INDIA, BY

MAKING A REAL DIFFERENCE TO EVERY INDIAN”.

HOME & PERSONAL CAREFOODSEXPORTSOTHERS(CHEMICALS, WATER)

16.2%

7.3%

2.2%

74.3%

CONTRIBUTION TO DIFFERENT SECTORS

MARKET CAPITALISATION AS PER BSE Dec 2008

PRODUCTS OF HUL

TOILET SOAPS BY HULHUL IS THE MARKET LEADER IN THE

SOAP SEGMENT IN INDIA

•In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.•Dove was launched in 1955 in US. It has been available in India from 1995.•Lifebuoy launched in 1895 in UK and then in India. The jingle, ‘Making a billions of Indian feel safe and secure’ Says everything.

THE HUL HAIR CARE Sunsilk was launched in1964, is the

largest beauty shampoo brand in the country. Positioned as the 'Hair Expert‘

Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest selling shampoo.

Dove became India’s Largest Premium Shampoo Brand within the launch of 1 year.

HUL is upgrading Dove time to time to meet customer needs e.g. Dove Daily, Dove Dry Therapy, Dove Breakage Therapy

WELCOME TO THE SEGMENT OF HUL ORAL CARE

Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing.

Closeup is the original youth brand of India. Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste segment ever since.

HUL COSMETICS

Lakme started in 1952 as a 100% subsidiary of Tata Oil Mills.In 1998 Tata sold off their stakes in Lakmé Lever to HLL.Theron T. Pond, a pharmacist from New York, introduced 'Pond's in 1846In 1886 it was relaunched as Pond's Extract and in 1914 Pond's Cold Cream. In 1955 Pond's Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever purchased Chesebrough-Pond's.

HUL FOOD BRANDS

TEA• Brooke Bond• Lipton

COFFEE• Brooke Bond Bru

FOOD• Kissan• Annapurna• Knorr

ICE CREAM• Kwality Wall’s

SALT

• The brand currently operates in two of the largest, almost universally consumed, foods categories of the country – Salt & Atta (wheat flour)

• Annapurna brand, first introduced in 1997.

TEA

• Brooke Bond Red Label was launch in 1903 .

• It is India's single largest tea brand.

ICE CREAM

• Kwality Wall's, launched in 1995.• Key launches includes. Cornetto, Feast,

Viennetta, and a range of Sundaes, and also exciting eats for children specifically, like Lime Punch or Sunshine Zing Cone.

HUL LAUNDRY CARE

Pioneer in Indian detergent powder.

Constantly upgraded itself.

e.g. Surf Excel Blue, Quick wash

Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name synonymous with dazzling white clothes.

The Most Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006.

HUL PRODUCT PRICING"In all scenario's our focus has always been providing The Best

Value To Our Consumer and making sure Ariel and Tide continue to improve the lives they touch,'' said a spokesperson. 

HUL seems to be thinking on a different track, though. In addition to its pricing initiative on Wheel Active, HUL has also reduced the price of Sunlight detergent (3 kg) from Rs 220 to Rs 210. 

On Lifebuoy, its leading soap brand which is popular in rural India, the price has been reduced from Rs 13 to Rs 12 on 90 gm, and from Rs 15 to Rs 14 on a 150 gm bar. On multi-packs of three Lifebuoy soaps bars of 90 gm each too, the price has come down by Rs 2 to Rs 34. 

When contacted, an HUL spokesman confirmed the price revisions. TOI had reported in its edition dated December 15, 2008, about the possibility of FMCG prices coming down in January with inflation cooling off. The Inflation rate has nearly halved to around 5% since August last year. 

MARKETING STRATEGIES OF HUL FOR URBAN INDIA

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.

HUL FACTORIES (PLACE)

HUL LIFE CARE FACTORY

HUL MACHINERY FACTORY

MARKETING STRATEGIES OF HUL

FOR RURAL INDIAIntegrate Economic, Environment & Social objectives with Business agenda.

For long term benefits, HUL started Project Streamline in 1997.

Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states.

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.

CORPORATE SOCIAL RESPONSIBILITY

CITIZEN LEVER CSR COMMUNICATION GREENING BARRENS PROJECT SHAKTI LIFEBUOY SWASTHYA CHETNA FAIR & LOVELY FOUNDATION HAPPY HOMES SANJIVINI RELIEF & REHABILITATION

CONTD………………

Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less.

Micro-enterprise opportunities for rural women .

Providing health n hygiene education through shaktivani program .

shakti portal

Shakti has already been extended to about 15 states, 80,000 villages in with 45,000 women entrepreneurs and generating Rs.700-1000 per month to each women.

PROJECT SHAKTI

REFERENCESwww.hul.co.inwww.answers.comwww.wikipedia.comwww.youtube.com

CONTRIBUTIONS

Slides prepared by All. Equal contribution of all members of the team in the presentation.

THANK

YOU !!!