Gagan Bsc Athm 2nd Year
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PRESENTATION ON “MARKETING” “HUL” PRESENTED TO MR. MANISH KUMAR
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Transcript of Gagan Bsc Athm 2nd Year
PRESENTATION ON
“MARKETING”“HUL”
PRESENTED TO
MR. MANISH KUMAR
CONTENT
INTRODUCTION MAIN MEMBERS CONTIBUTION TO
DIFFERENT SECTORS VISSION PLC SUB- CATEGORIES SOAPS HAIR CARE
CONTENT CONTI.....
ORAL CARE COSMETICS FOOD BRANDS LAUNDRY CARE MARKETING
STRATEGY OF HCL SWOT ANALYSIS MARKETING MIX CONCLUSION
INTODUCTION TO HINDUSTAN UNILEVER LIMITED
INTRODUCTION
Started its journey in the year
1933
Company is celebrating its
78th year’s anniversary this year
“Lever Brothers India Limited”
India's largest Fast Moving
Consumer Goods company with
100 factories across India.
INTRO CONT....
in 1956 ‘HLL’ was formed with the merger of three companies namely ‘Lever Brothers’, ‘Hindustan Vanaspati Mfg. Co. Ltd.’ and ‘United Traders Ltd.’
The mission – “add vitality to life.”
MAIN MEMBERS
MD AND CEO CHAIRMAN MR.NITIN PARANJPE MR.HARISH MANWANI
SUB-CATEGORIES
Hindustan unilever ltdPersonal washLux, lifebuoy, dovePears, rexona, breeze,
Laundry
Skin careFair & lovelyPonds
vaseline
Hair careSunsilkClinic
Oral carePepsodent
closeup
DeodorantsAxe
rexona
Color cosmeticslakme
ayurvedicayush
CONTRIBUTION TO DIFFERENT SECTORS
HOME & PERSONAL CARE
FOODS
EXPORTS
OTHERS(CHEMICALS, WATER)
16.2%
7.3%
2.2%
VISION OF HUL
Company Name Net Sales Net Profit Operating Profit Margin
(in Rs. Crore) Growth (%) (in Rs.
Crore.) Growth (%) (%) (%)
FY'08 FY'08 FY'07 FY'08 FY'08 FY'07 FY'08 FY'07
HUL 13880.56 13.36 9.38 1769.06 -4.65 31.76 14.95 14.74
GCPL 891.92 17.22 16.05 148.12 21.37 0.68 22.27 20
Dabur 2093.63 19.9 29.7 316.77 25.66 33.3 18.59 17.45
Colgate 1518.88 14.03 16.02 231.71 44.66 16.4 18.09 18.79
Marico 1575.99 14.76 31.39 143.41 23.45 17.47 13.29 13.77
Proctor and Gamble 643.95 18.54 -4.98 131.42 46.3 -35.6 27.75 24.14
PRODUCT LIFE CYCLE
PERSONAL CARE
TOILET SOAP BY HUL
HUL IS THE MARKET LEADER IN SOAP SEGMENT IN INDIA
COMPETITORS OF HUL SOAPS
Lux
Rexona
Breeze
Lifebuoy
COMPETITORS OF HUL SOAPS
Pears
Dove
Hamam
Liril
HUL SOAP MARKET SHARE
FY04 FY05 FY06 FY07 FY080%
10%
20%
30%
40%
50%
60%
HULNIRMAGCPL
54%
6% 9%6%
10%
HUL HAIR CARE
COMPETITORS OF HUL HAIR CARE
SUNSILK PANTENE
CLINIC PLUS HEAD &SHOULDERS
DOVE LOREAL,GARNIER
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 Pepsodent also includes a range of tooth
brushes.
Closeup is the original youth brand of India. The first Gel toothpaste with Fluoride in the
Indian Market The latest entry in the Closeup stable is Closeup Milk
Calcium The brand umbrella also includes Closeup Lemon Mint,
gel toothpaste with the whitening benefits of lemo
COMPETITORS OF HUL ORAL CARE
CLOSE UP
PEPOSDENT
COLGATE
MESWAK
DABUR RED
ANCHOR
TOOTHPASTE MARKET SHARE
FY04 FY05 FY06 FY07 FY080%
10%
20%
30%
40%
50%
60%
COLGATEHULDABUR
33% 32%
48% 49%
9%
HUL COSMETICS
LAKME
Named after the French opera Lakmé Lakme started in 1952 as a 100% subsidiary
of Tata Oil Mills In 1998 Tata sold off their stakes in Lakmé Lever to
HLL It offered a range of cosmetics with nail polishes &
lipsticks from the early 80’s
It has introduced a range of skincare products from 1987.
COMPETITORSRevlon, Maybelline,L’Oreal
Theron T. Pond, a pharmacist from New York, introduced 'Pond's in 1846
In 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 Chese brough-Pond's
COMPETITORS
Nivea, Charmise
HUL FOOD BRANDS
TEA Brooke Bond
Lipton
COFFEE Brooke Bond Bru
FOOD Kissan
Annapurna
Knorr
ICE CREAM Kwality Wall’s
TEA
Brooke Bond Red Label was launch in 1903
It is India's single largest tea brand
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
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
TEA
SALT
SOUPS
HUL LAUNDRY CARE
Pioneer in Indian detergent powder.
Constantly upgraded itself. e.g. Surfexcel 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. A Value added brand with different variants
e.g. Rin matric & Rin advanced.
SUNLIGHT
A Heritage brand launched in 1888
In the form of detergent cake.
Value added brand i.e. priced over Wheel but below Rin.
Famous in WB & Kerala.
Low priced detergent. Introduced in 1987 to compete with Nirma.
COMPETITORS
SURF EXCEL : ARIEL WHEEL : NIRMA RIN : TIDE
MARKETING STRATEGIES OF HUL
IN URBAN AREAS
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.
Buildsegments &marketfor the future where Unilever has strong expertise
IN RURAL AREAS
Forlong term benefits,HUL started
Project Streamline in 1997. Appointed 6000 Sub-stockists that
directly covers about 50,000 villages & 250 million customers
IntegrateEconomic, Environment &
Social objectives with Business agenda.
ProjectShakti,partnership with
Self help groups of Rural women &
covers 5000 villages In 52 districts in different states
SWOT ANALYSIS
STRENGTHSStrong brand port folio,price
quantity & variety. InnovativeAspects. Presence of Established
distribution networksin both
urban and rural areas.Solid Baseof the company.Corporate
Social Responsibility(CSR).
WEAKNESS
"Me-too"products which
illegally mimic the labels
and brands of the established brands
StrongCompetito rs & availability of substitute products.
Low exports levels. High price of some products. High Advertising Costs
OPPORTUNITIES
Large domestic market -over a billion populations .
Untapped rural market. Changing Life styles &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 Slow down in
Economy can have an impact on FMCG Industry
MARKETING MIX
PRODUCT
HUL is using it’s strategy for the development of multitude strong brands.
HUL has the objective of being a national player (not a niche or a regional marketer) and the leader therein.
HUL also vigorously pursues product extension strategy
PRICE
HUL is having a affordable pricing strategy .The move is part of a recent Unilever strategy to
replicate the learnings from recession-hit emerging markets such as India, China and Brazil.
Earlier consumers wouldpay a huge amount for frills.Now consumers are experting with other value brands
like Zara and finding good quality at a cheaper price.
PLACE
HUL's products covering about one million retail outlets.
In rural India, the network directly covers 50,000 villages, reaching through 6000 sub-stockists.
It is the company's arm in the Direct Selling channel.
It presents a range of customised offerings in Home & Personal Care and Foods.
PROMOTION
The promo entitles consumers to a "Scratch and Win" offer on buying Kwality Walls Cornetto.
HUL brand promoting by road show, e.g. VIN Bar promotion.
HUL move is inspired by the success of one such
show,Wheel Smart Shrimati.(HUL) plans to launch 15 television programmes built around Its brands on various TV channels
CONCLUSION
It is a company which the customers in rural as well as urban India relate to. This explains the deeppenetration of HUL in Indian market.
The future forHULis demanding newer and highlevel innovations so as to copeupwith increasing competition.
However HUL is well equipped with all what is needed of this Indian Giant.
With its long and luminous history HULis India’s true pride
HOUSE IS OPEN FOR QUERRIES?
Thank you for your time....
