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Post on 08-May-2015
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DESCRIPTIONA general information about Hindustan Unilever Limited and a Basic Idea about various brands by HUL
- 1.A Case Study on HULsTarget and PositioningThe journey from L to U
2. Introduction Indias largest Fast Moving Consumer Goods company HLL formed in November 1956; 2007:- HLL to HUL Unilever owns a majority stake (52%) in Hindustan Unilever Limited. One of the countrys largest exporters The mission add vitality to life. 3. The Vision To earn the love and respect of India, by making a real difference to every Indian. 4. HUL Domination Over AllCategoriesSource: AC Nielsen 2008 Value Shares. 5. Understanding the U 6. Icons(HAND & FLOWER): Hand is a(HAIR): A symbol of beauty and symbol of sensitivity, and care . looking good..Flower represents fragrance.(SPARKLE): Clean, healthy andsparkling with energy. 7. Product Line Segmentation and Positioning 8. Product Mix 9. Home and Personal Care Product Line 10. Personal Wash Product Portfolio Product Line Depth 11. Personal Wash In this segment HUL had several leading brands in various price segments 12. HULs Soap Marketshare57% 55% 55% 52%10% 9%9% 8% 8% 5% Source: Company Website. 13. Segmentation Personal Wash 14. PositioningLifebuoy: Positioned as a family soap; Synonymous with health and hygieneLux: Positioned as a film stars choiceProduct extensions Fragrance and ingredientsVariants like moisturizer, sunscreen & cleanserReach their target market throughAdvertisementPrice Range: brands positioned at different price pointsPackaging 15. Product Portfolio Laundry &Cleansers 16. Segmentation: Laundry &Cleansers 17. PositioningDetergent Segment Surf excel: A premium version of surf Daag Ache hai Surf: Positioned as value for money Surf ki Kharidari me hi Samajdhari Wheel: Low priced detergent. Introduced to compete with Nirma. - Mehnat se azaadi 18. Sunlight A Heritage brand In the form of detergent cake. Value added brand i.e. priced over Wheel but below Rin. Famous in WB & Kerala. 19. PositioningDishwasher SegmentVim LiquidVim PowderVim BarSurface Cleaner: Not much success initiallyVigor launched in 1993 withdrawn in a yearDomestos also bombed in the marketDomex Launched in 1997 became the market leader.Competitor:Lizol at Rs.38/500ml ; Domex : Rs.32/500ml 20. Product Portfolio Cosmetics,Deos, Skin Care 21. Products Fair and Lovely Fairness cream launched in 1970s Indian Women place a premium on Fairness. Emerged as a market leader. Ponds Taken over by HUL in 1995 Product line extension From Talc and Face wash to various skin care products Lakme Taken over by HUL in 1998 Leading Player in Colour Cosmetic Market 22. LakmeNamed after the French opera LakmLakme started in 1952 as a 100% subsidiary of Tata OilMillsIn 1998 Tata sold off their stakes in Lakm Lever to HLLIt offered a range of cosmetics with nail polishes &lipsticks from the early 80sIt has introduced a range of skincare products from1987.CompetitorsRevlon, Maybelline, LOreal 23. Ponds Theron T. Pond, a pharmacist from New York, introduced Ponds in 1846 In 1886 it was relaunched as Ponds Extract and in 1914 Ponds Cold Cream In 1955 Ponds Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever purchased Chesebrough-PondsCompetitors Nivea 24. Hair Care 25. Segmentation 26. Positioning HUL is the market leader in the hair wash category with 65% market share. Dove: Targeted towards the upper and upper middle class; Uses the concept of natural beauty Ads use common women and their real stories Sunsilk: Positioned as the hair expert Identified different hair needs Ads targeted young girls (gang of girls), used style icon Priyanka Chopra 27. Positioning Clinic plus: Targeted towards the family. Packaging shows family with healthy hair Ads use kids as influencers n use the mother-daughter bond Clinic all clear: Targeted towards the youth. Positioned as an anti- dandruff shampoo Endorsed by celebrities (earlier men and now women) 28. Oral Care 29. Competitors of HUL in Oral CarePepsodentColgateClose Up Meswak Dabur Red Anchor 30. Toothpaste Market Share 48%46%47% 32%30% 30%7% 7%8% 2% Source: Company Website. 31. Positioning Pepsodent: Targeted towards the entire family. USP- anti-bacterial agent triclosan Ads used children as influencers Prices less than Colgate (50,100,200 gms) Close-up: Targeted towards the youth. Positioned as a product for mouth freshness. Common theme in all ads was confidence. 32. Foods 33. Positioning Kissan Fruit Kick Spreads:Targeted at people above 15USP- no added preservatives, low on calories Kissan Jams:Targeted at kidsThe jammy ad campaign with Rahul Dravidwas very popular with children. 34. Positioning Kissan Annapurna Salt: Kissan Annapurna Atta:Targeted at urban consumers preferring low fattyfoodsUSP- Extra Fibre Knorr Soups:Quick MealsTargeted at urban consumers 35. Positioning Cornetto:Targeted at young adults and olderpeople. Feast: Targeted at teenagers Max: Targeted at children 36. Beverages 37. Segmentation 38. Positioning Brooke Bond and Lipton two main umbrella brands Brooke Bond: Stood for refreshment and aroma Lipton: Stood for youth and vitality 39. Focus and PrioritiesEnsure competitiveness across the portfolio,particularly at the mass endContinue to invest in emerging categories andsegmentsStrengthen/ build Processed Foods, Water andPremium Personal CareDrive focus and speed alongside leveraging scaleSignificantly strengthen Go-to-Market capabilityContinued focus on Costs & Cash 40. SWOT AnalysisStrengths:Strong brand portfolio, price quantity & variety.Innovative Aspects.Strong distribution networks in both urban and rural areas.Solid Base of the company.Corporate Social Responsibility (CSR) 41. SWOT AnalysisWeaknesses: Strong Competitors & availability of substitute products. Price positioning in some categories allows for low price competition like Amul captured Kwalitys market. High Advertising Costs. 42. SWOT AnalysisOpportunities: Large domestic market over a billion populations Untapped rural market. Changing Lifestyles & Rising income levels, i.e. increasing per capita income of consumers. 43. SWOT AnalysisThreats: Unfavourable raw material prices due to inflation, reducing profitability. Competitors focusing on a particular product and eating up HULs share.