MARKETING PLAN

I. Executive Summary
This report examines Hindustan Unilever Limited with main focus on Detergent
segmentwhich is a major revenue generating segment. HUL has been the market
leader for manyyears in this segment. This report showcases macro and micro
environment for HUL. Thereis a huge market for detergents in India. HUL with
the brand name it has, should cash in onthe situation. A marketing plan has been
developed keeping in mind current trends inconsumer buying patterns. The
marketing plan has been drawn upon by considering thefeedback from
consumers as well. The report consists of PESTL analysis, information onmarket
segmentation, target market identification, competitor analysis, SWOT analysis,
andcompetitive advantage and core competencies of HUL as a company.
Marketing mixeffectiveness of detergent segment of HUL has been discussed to
achieve overall marketingobjectivefor the sales of HUL detergents by targeting
the right people and offering themwith the improved range of products. New ways
of promotions have been suggested. The budget for the promotions has been
arrived upon. Various channels have been chosen to promote the detergents.
New product launch is been suggested keeping in mind thefeedback received
from the respondents of the survey.
The marketing plan is developed by accessing the primary and secondary data.
The prime objective of this report is to precisely analyze the current trends in
detergent marketin India and develop a strategy for HUL to regain their sales
volume share. Somerecommendations have been made to improve the way the
products have to be promoted;there should be a monthly review by the
management of HUL to access the situation.

Table of Contents

II. Situation Analysis

Market Summary

Market Demographic
Age18-60GenderMale/FemaleIncomeLow income, Mid income,High
incomeOccupationWhite collared, technical,Professional, Managers,Laborers,
Homemakers,Retired, UnemployedEducationHigh school, Collegegraduate,
GraduateSocial classUpper class, Middle class,Lower class, Poverty
levelGenerationGeneration Y,X Baby boomers, Laggards

Market Geographic

RegionalNorth, South, East, WestPopulationUrban, Sub urban ,RuralRegionalNorth,

South, East, WestPopulationUrban, Sub urban ,RuralRegionalNorth, South, East,
WestPopulationUrban, Sub urban ,Rural

Behavaior Factors

Benefits soughtQuality, Value, Convenience,Product usageHeavy , Medium and Light,

Non usersOccasions /SituationsDaily usePrice sensitivePrice sensitive,
Valueconscious, Status conscious

Market Needs

Market Trends

Market Growth

III. Marketing Strategy

Mission

Their corporate purpose states that to succeed requires

"the highest standards of corporate behaviour towards everyone we work with,
the communities we touch, andthe environment on which we have an impact."

Vision
 HUL’s vision is to continue to be an environmentally responsible organization
makingcontinuous improvements in the management of the environmental impact of
their Operations.HUL strives to
“Add vitality to Life

Marketing Objectives

*Chart. (7marketing objective recommendation)*

Financial Objectives

Target Markets

Figure 3.1 Per Capita Consumption of Detergents (US $ )

Source:Euromonitor 2009Table 3.1 Segmentation of Detergent Powder
MarketPremiumMid-PricedMass Market

Surf Automatic-Front LoadSurf Excel BlueWheel Regular Surf Automatic- Top

LoadSurf Excel Quick WashRin AdvanceAriel TideNirmaAmway HenkoGhari

Source: Created by Sharath Shyamasunder (2010

Positioning

Marketing Mix

Product:

Current products offered by HUL (Detergent segment) are Surf Excel

Automaticexclusively for washing machines, Surf Excel Blue, Rin Advance, and
Wheel Regular.

*table* premium mid price

Products are designed keeping in mind the nature of water in India and the
scarcityof it. New technology wherein less water is consumed while washing
clothes makes HUL products fare better. Detergents have micro granules which
can penetrate into the fabriceasily and remove the dirt and stains easily. They are
available in small sachets also.Currently a lot of promotions are splashed in the
media to educate the audience about the products.

Place

HUL products are made easily available through the efficient distribution system.
Thedetergents are available in the Local grocery stores, Super markets and there
is a door todoor sale. (Refer Appendix E)

*time to shine pic*

Pricing

The following are the prices of few detergents in India

*tsble*
Promotion

*table*

Marketing Research

IV. Financials
Break Even Analysis

Sales Forecast

Expense Forecast