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Case Study
Koushik Dutta
MBA Marketing
Sem-3, ID-265113021
School of Management Sciences, IIEST Shibpur
Company overview
Hindustan
Unilever
Limited(HUL)
is
an
Indian
consumer goodscompany based inMumbai, Maharashtra. It is
owned by Anglo-Dutch company Unileverwhich owns a 67%
controlling share in HUL. HUL's products include foods,
beverages,cleaning agentsandpersonal care products.
Brands - hul
The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its
brands include:
Brands - hul
HUL is the market leader in Indian consumer products with presence in over 20
consumer categories such as soaps, tea, detergents and shampoos amongst others
with over 700 million Indian consumers using its products. Eighteen of HUL's brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey
(2012), carried out by Brand Equity, a supplement of The Economic Times.
The "most trusted brands" from HUL in the top 100 list (their rankings in brackets)
are: Clinic Plus (4), Lifebuoy (10), Fair & Lovely (11), Rin (12), Surf Excel (13), Lux
(14), Pepsodent (17), Closeup (19), Ponds (20), Sunsilk (26), Dove (37), Vim (43),
Pears (79), Lakme (81), Vaseline (86), Wheel (87), Hamam (95) and Rexona (96).
The latest launches for Hindustan Unilever include: Surf Excel Easywash; Lakm
eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System;
TRESemm: For Salon style hair at home everyday; Clinic Plus: Milk Protein Formula
A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup: Deep Action; Dove Hair Fall
Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.
HUL
Brands - hul
The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its
brands include:
SWOT Analysis
Strengths:
Strong brand portfolio, price quantity & variety.
Innovative Aspects.
Presence of Established distribution networks in both
urban and rural areas.
Solid Base of the company.
Corporate Social Responsibility(CSR)
Weaknesses:
"Me-too" products which illegally mimic the labels and brands
of the established brands.
Strong Competitors & availability of substitute products.
Low exports levels.
High price of some products.
High Advertising Costs.
SWOT Analysis
Opportunities:
Large domestic market over a billion populations .
Untapped rural market.
Changing Lifestyles & Rising income levels, i.e. increasing per capita income
of consumers.
Export potential and tax & duty benefits for setting exports units.
Threats:
Tax and regulatory structure.
Mimic of brands
Removal of import restrictions resulting in replacing of domestic brands.
Temporary Slowdown in Economy can have an impact on FMCG Industry.
Question no 1
strategies HUL
Also uses Direct selling channel(HUN), franchisee to reach everyone e.g. Aviance, Ayush.
Build segments & market for the future where Unilever has strong expertise.
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
ishakti 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.
Question no 2
strategies for Pepsodent to compete with Colgate in urban
market
SEGMENTATION
The sales from the Urban areas constitutes approximately 80% of their income.
Pepsodent spread awareness of the benefits of oral hygiene. This awareness would therefore help increase
its sales, in the rural areas
Geographical Segmentation
Behavioural Segmentation
Age
Pepsodent Kids
1. Barbie (pink color)
2. Superman (Blue color)
3. Tom & Jerry (Orange color)
Pepsodent positioning:
Pepsodent was launched in1993 by HUL to capture the market from Colgate.
Pepsodent Germicheck +
Pepsodent Whitening
Pepsodent 2 in 1
Pepsodent G
Pepsodent Kids
Colgate vs Pepsodent
Along with an offer of free dental check-ups, HUL is also planning to organise health camps involving
villagers to fortify its campaign.
To promote Pepsodent, we will also offer free samples to the villagers to try out the product and offer
discount coupons on wrapper redemption schemes,
Discounts
During their promotional offers, Pepsodent sells its products at a discounted price.
Else they offer products with offers. E.g Buy 1 get 1 free or 150g + 150g = Rs 40 and not Rs 50
1. A kit can be introduced along with a Kids Stand to hold only the
Pepsodent Kids toothpaste and toothbrush in sockets. The sockets must be
made to hold only the Pepsodent products.
3. Children generally use the toothbrush for 3 months but the toothpaste
gets over in a month considering 40 gm pack. Hence once the tooth paste
gets over, children refill the socket with Pepsodent Kids toothpaste in that
place
Question no 3
strategies for detergent power for rural mass
Euromonitor International:
Marketing mix
The Marketing mix is a set of four decision variables which need to be taken before launching any new product. These
variables are also known as the 4 Ps of marketing. These four variables help the firm in making strategic decisions
necessary for the smooth running of any product / organization. These variables are
Product: A product can be divided into three parts: the core product, the augmented product and the tertiary product. Before
deciding on the product component there are some questions which we might need to ask ourselves.
What are the secondary products which can be sold along with primary (Warranty, services)
Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major consideration in pricing
is the costing of the product, the advertising and marketing expenses, any price fluctuations in the market, distribution costs etc
Place: Place refers to the distribution channel of a product. The place where the product is distributed depends on the product and
pricing decisions, as well as any STP decisions taken by a firm.
Promotions: Promotions in the marketing mix includes the complete integrated marketing communications which in turn includes
ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and pricing decision.
Brands
Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name
synonymous with dazzling white clothes.
A Value added brand with different variants e.g. Rin matric & Rin advanced.
Rin has won a number of accolades, the most recent being voted as the Most Preferred Detergent
brand in India at the Awaaz Consumer Awards in 2006.
Value added brand i.e. priced over Wheel but below Rin.
Surf Excel, launched in 1948 under the brand name Surf inPakistan& in 1959 launched inIndiaas a
firstdetergent powder. Initially, thebrandwas positioned on the clean proposition of washes whitest.
COMPETITORS
WHEEL: NIRMA
RIN: TIDE
Dag of #Achaar, #Paint & #Clay are not big deal for Surf Excel to remove.
So, enjoy the moment of DAG.
Dag ache hain!
80000 stockiest
Available in every shopping mall, retail stores like BIG BAZAR, MORE etc.
Network
Factory Company Warehouses Distributor Market
Factory Wholesaler & Big retailers (Bulk Orders) 35%
Sales
Thank you