HINDUSTAN LEVER LIMITED

Prepared by :Naimish Bhatt 01 Manhar Parmar 34 Hitesh Sherashiya 05

The Journey of HLL

1888: Lever Soap. 'Sunlight', introduced in India through imports 1931: Unilever registers company in India as Hindustan Vanaspati Manufacturing Company 1993: HLL's largest competitor, Tata Oil Mills Company (TOMCO) Merges with the company.

1995: HLL and Indian cosmetics major , Lakme limited form 50:50 joint venture. Lakme Lever Limited

Conti
2007: HLL has unveiled a new corporate identity represented by a new logo and also a new name Hindustan Unilever Limited (HUL). New Logo Represent 25 different icons which symbolises the companys brands, organization, values and its core idea of Vitality.

PRODUCT PROFILE

EXPANDING PRODUCT PORTFOLIO

In 1993 HLL expanded in to processed fruit & vegetable products. Salt was chosen as an immediate area of expansion as it was necessary for in house cooking. Second alternative market wheat floor Branding viewed as valuable for salt. so, Kissan Annapurna salt was launched.

MARKET ENTRY KISSAN ANNAPURNA SALT

Purity was the most important attribute. Unbranded choices contained impurity & dirtiness. so decision was taken to create Kissan Annapurna. 10% of 6.5Million tonnes of salt consumed in India were branded & refined. HLL entered urban market first to prove the variability of the new product.

Q.1- Is Hindustan Lever a socially responsible company? Discuss.

NO

Q.2- As described in the case, does HLL make any contribution to Indias overall well-being?
75% population of India is rural In 1996 company entered into salt market, only 10% salt were branded Try to aware about the branded salt and its importance Then they convince the people about Health related advantages of Iodized Salt Because of this reason it can be said that the company made a contribution in India

Q.3- Explain all the measures undertaken by HLL to increase its profit?
Capture rural poor people for market in 1980 Transportation in a rail, wholesaler for reducing cost and more distribution Salt used in different products so it selected one area for expansion R&D Demo van in rural area School assemblies and samples

Q.4- Deliberate approach of HLL in the process of creating competitive advantage with respect to different level of strategy.

1. Salt Market in India

Only 10% of salt in India iodized. Many consumer are not educated about the requirements of iodine.

2. HLL Marketing Strategy

Primary goal is to cover the remaining 90% non iodized market to Annapurna Converting branded consumers to Annapurna

3. Production and Distribution Strategy

Innovation in supply chain Use rail transport.

Factory

Rail Transport

Salt Buffer Depot

Stockist

Retail

4. Promotional Campion

Q.5- What is the core competence of HLL? Do you justify its diversification?

Thank you