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Koushik DuttaMBA 2nd Semester

Marketing ManagementSchool of Management

Sciences,Indian Institute of

Engineering Science and Technology, Shibpur

COMPANY OVERVIEW Hindustan Unilever Limited (HUL) is an Indian 

consumer goods company based in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling share in HUL. HUL's products include foods, beverages, cleaning agents and personal care products.

HUL was established in 1933 as Lever Brothers India Limited and, in 1956, became known as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and employs over 16,500 workers, whilst also indirectly helping to facilitate the employment of over 65,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”.

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), Pond’s (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; Lakmé eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System; TRESemmé: 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:

BRANDS - HUL The company has a distribution channel of 6.3 million outlets and owns 35 major Indian

brands.[8] Its brands include:

PRODUCT OVERVIEW Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as a first detergent powder. Initially, the brand was positioned on the clean proposition of “washes whitest”. However, with the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication. This is in line with the global communication platform of Dirt Is Good, which is a communication strategy of Unilever for its premium detergent products, sold under various brand names; such as Omo in Brazil, Persil in UK and Skip in France, Greece, Spain and Portugal. Some of the other major detergent products of Unilever in India are Rin and Wheel. The latest entry into the segment is Comfort, a Fabric Conditioner.

Product

Place Promotion

Price

Tgt Mkt

INDIAN LAUNDRY MARKET - $1.3 BILLION

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 P’s 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 product are we selling?

What would be the quality of we product?

Which features are different from the market?

What is the USP of the product?

Whether the product will be branded as sub brand or completely new?

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.

MARKETING MIX- PRODUCT MIX

Surf excelLiquid Detergent

Surf ExcelEasy Wash

Surf ExcelQuickwash

200 ml, 500 ml, 1050 ml

On the basis of consumers’ need and their income level, the company has segmented, targeted and positioned their detergent products & prices to fulfil everyone’s need.

MARKETING MIX- PRODUCT MIX

Surf ExcelMatic Top Load

Surf ExcelMatic Front Load

Surf Excel Bar

Surf ExcelGentle Wash

MARKETING MIX- PRODUCT MIX

Surf excelLiquid Detergent

200 ml, 500 ml, 1050 ml

Comparison with TIDE

MARKETING MIX- PRICE INDIA PRICE WAR

Flash back to the 80’sThe first Detergent War was fought in the

80’s when a small manufacturer in Gujrat aggressively marketed a detergent powder called “Nirma” Nationally at one-fifth of the price of existing brands.

The launch changed the profile of the Indian Detergent Industry.

Loss its Market Share

MARKETING MIX- PRICE INDIA

The pricing strategy of the company for SURF EXCEL have always been in accordance with its competitor, consumers’ income level.

Surf excelLiquid Detergent

Surf Excel Bar

MARKETING MIX- PROMOTION INDIA Quality Promotion about the products

MARKETING MIX- PROMOTION NDIA Free tips about Laundry Products

MARKETING MIX- PROMOTION INDIA Engaging their brand with people, mainly with children

MARKETING MIX- PROMOTION INDIA

1st national detergent brand on TV

Different format of communication

Organizing various occasions like Children festival

Sales promotion through aggressive pricing

Quality centric approach i.e. Surf excel = 10 hands power.

Very much engaged with society mainly children

Providing tips for the children on outdoor games

Dag Achhe Hain – The tag line of Surf excel

MARKETING MIX- PROMOTION INDIA

CHILDREN’s Surf Excel

MARKETING MIX- PROMOTION INDIA

Why “DAG ACHHE HAIN”???

Dag of #Achaar, #Paint & #Clay are not big deal for Surf Excel to remove.So, enjoy the moment of DAG.

Dag ache hain!

MARKETING MIX- PROMOTION INDIA

MARKETING MIX- PLACE INDIA

HUL distribution network – key strengthwhich helps reach out its product across the length and width of the vast country.

Direct coverage in over 1 million retail

80000 stockiest

30000+ supplier and associates

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