Presented By:: Makshud Khan MBA 3 Sem Nims University, Jaipur

Presented By:
Makshud Khan MBA 3rd Sem

NIMS UNIVERSITY, JAIPUR
INTRODUCTION
Hindustan Unilever Limited (HUL) is India's largest
Fast Moving Consumer Goods Company, touching the
lives of two out of three Indians with over 20 distinct
categories in Home & Personal Care Products and
Foods & Beverages.
HUL is a subsidiary of Unilever, one of the world’s

leading suppliers of fast moving consumer goods with
strong local roots in more than 100 countries.
HUL's more than 15,000 employees,
including over 1,400 managers, is to help
people feel good, look good and get more
out of life with brands and services that
are good for them and good for others.
HUL formed in November 1956, one of

the country's largest exporters and
recognised as a Golden Super Star
Trading House.
In 1931, first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited
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(1933) and United Traders Limited (1935).
The company’s Turnover is Rs. 17,523 crores (for

the financial year 2009 - 2010) and annual sales
of about €40 billion in 2009 Unilever has about
52% shareholding in HUL.
BOARD OF DIRECTORS
Mr. Harish Manwani Mr. Nitin Paranjpe Mr. S Sridhar

(Chairman) (CEO & MD) (CFO)
Mr. D S Parekh Mr. pradeep Banerjee Mr. Gopal Vittal
Independent Director Executive Director Executive Director
Supply Chain (H & PC)
Mr. A Naravan Mr. S Ramadori Mr. Dr. R A Mashelkar

Independent Director Independent Director Independent Director
4p’s of HUL
Produt:
 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 .
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 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 would pay 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, are distributed through a network of about 7,000
redistribution stockists covering about one million retail
outlets.
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 In rural India, the network directly covers about 50,000 villages,

reaching 250 million consumers, through 6000 sub-stockists.
 HUL has set up a full-scale sales organisation, for this channel to serve
modern retailing outlets.
 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.
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 HULs’ brand promoting by road show, e.g. VIN Bar

promotion.
 HUL’s 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.
Marketing Strategies For
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.
 Build segments & market for the future where

Unilever has strong expertise.
Marketing Strategies For
Rural Areas
 For long term benefits, HUL started
Project Streamline in 1997.
 Appointed 6000 Sub-stockists that

directly covers about 50,000 villages &
250 million customers.
v
 Integrate Economic, Environment &

Social objectives with Business agenda.
 Project Shakti, partnership with

Self help groups of Rural women &
covers 5000 villages in 52 districts in
different states.
Promotion Strategy
This strategy was used at village to
village basis.
The first step was the usage of audio- visual publicity

vans. This publicity vans were covered by beautiful
banners, this banners were embossed with the
product photos.
The company even had to promoted the product in

Haats & Melas of different villages.
e.g. VIM Bar Soap, Wheel Active etc.
The promotion strategy is to do door to
door marketing, & This is well designed, To
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do door- to- door marketing the marketer
employed the young local youths who can
communicate with rural people in the local
language.
The formal media used to communicate the

product was T.V, radio ,cinema ,print
proportionately depending upon their
reach and their influence on rural masses.
v
The games used were:
 Spotting the right price.
 Match the pairs.
 Turn the wheel.
This games were used to entice the people and pull them
to “Colony” the small place between the houses so as to do
mass marketing as much as possible.
Product Mix
V
Foods Brand Personal Home

Care Brand Care Brand
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Foods Brand
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Personal Care Brand
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Home Care Brand
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Competitors Of HUL
 Dabur India
 P&G
 Gillette India
 Tata
 Jyothy Labs
 Colgate
 Amul
 Emami
 Godrej India
Corporate Social
Responsibility (CSR)
In 1993, HUL's Doom Dooma Plantation Division set up Ankur, a
centre for special education of challenged children.
The initiative began in 1976, when HUL supported Mother Teresa

and the Missionaries of Charity.
Lifebuoy Swastya Chetna (LBSC) is a rural health and hygiene

initiative which was started in 2002. LBSC was initiated in media
dark villages (in UP, MP, Bihar, West Bengal, Maharashtra, Orissa)
with the objective of spreading awareness about the importance of
washing hands with soap.

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Women empowerment : The Fair & Lovely Foundation is HUL's

initiative which aims at economic empowerment of women
across India.
Started in 2001, Shakti is HUL's rural initiative, which targets small

villages with population of less than 2000 people or less,
It seeks to empower underprivileged rural women by providing
income-generating opportunities
.
Providing health n hygiene education through shaktivani program.
HUL in International
Market
Africa
Americas
Asia Pacific
Europe
SWOT Analysis Of HUL
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.
i • High Advertising Costs.
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.
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• Mimic of brands
• Removal of import restrictions resulting in replacing of domestic
brands.
• Temporary Slowdown in Economy can have an impact on FMCG
Industry.
Conclusion
It is a company which the customers in rural as well as
urban India relate to. This explains the deep penetration of
HUL in Indian market.
The future for HUL is demanding newer and high level

innovations so as to cope up with increasing competition.
However HUL is well equipped with all what is needed of

this Indian Giant.
With it’s long and luminous history HUL is India’s true

pride.
Thank you for your time....
i

Presented By:: Makshud Khan MBA 3 Sem Nims University, Jaipur

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What are HUL's main business categories?

What are HUL's main business categories?

How does HUL distribute its products?

How does HUL distribute its products?

Presented By:

Makshud Khan MBA 3rd Sem

HUL is a subsidiary of Unilever, one of the world’s

HUL formed in November 1956, one of

The company’s Turnover is Rs. 17,523 crores (for

Mr. Harish Manwani Mr. Nitin Paranjpe Mr. S Sridhar

Mr. A Naravan Mr. S Ramadori Mr. Dr. R A Mashelkar

 HUL has the objective of being a national player (not a

HUL also vigorously pursues product extension strategy.

 Earlier consumers would pay a huge amount for frills.

like Zara and finding good quality at a cheaper price.

 In rural India, the network directly covers about 50,000 villages,

 It is the company's arm in the Direct Selling channel. It

 HULs’ brand promoting by road show, e.g. VIN Bar

 HUL’s move is inspired by the success of one such

 (HUL) plans to launch 15 television programmes built

 To meet the every needs of people everywhere.

 Also uses Direct selling channel, franchisee to

 Build segments & market for the future where

 Appointed 6000 Sub-stockists that

 Integrate Economic, Environment &

 Project Shakti, partnership with

The first step was the usage of audio- visual publicity

The company even had to promoted the product in

The formal media used to communicate the

The games used were:

 Spotting the right price.

 Match the pairs.

 Turn the wheel.

Foods Brand Personal Home

The initiative began in 1976, when HUL supported Mother Teresa

Lifebuoy Swastya Chetna (LBSC) is a rural health and hygiene

Women empowerment : The Fair & Lovely Foundation is HUL's

Started in 2001, Shakti is HUL's rural initiative, which targets small

The future for HUL is demanding newer and high level

However HUL is well equipped with all what is needed of

With it’s long and luminous history HUL is India’s true

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