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    Case Study HUL Market Segmentation

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    Ayesha Fernandes
    Hindustan Unilever Limited segments the market demographically based on income and social class. They divide consumers into four categories - affluent, aspiring, striving, and very low income. HUL then targets these different consumer groups with a variety of personal care products like soaps, hair products, skin care, cosmetics, and oral health products. They also offer home care detergents and food and drink options like coffee, tea, Taaza, Red Label, and Taj Mahal tea.

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    Case Study HUL Market Segmentation

    Uploaded by

    Ayesha Fernandes
    251 views17 pages
    Hindustan Unilever Limited segments the market demographically based on income and social class. They divide consumers into four categories - affluent, aspiring, striving, and very low income. HUL then targets these different consumer groups with a variety of personal care products like soaps, hair products, skin care, cosmetics, and oral health products. They also offer home care detergents and food and drink options like coffee, tea, Taaza, Red Label, and Taj Mahal tea.

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    segementation of HUL products

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    Hindustan Unilever Limited segments the market demographically based on income and social class. They divide consumers into four categories - affluent, aspiring, striving, and very low income. HUL then targets these different consumer groups with a variety of personal care products like soaps, hair products, skin care, cosmetics, and oral health products. They also offer home care detergents and food and drink options like coffee, tea, Taaza, Red Label, and Taj Mahal tea.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    251 views17 pages

    Case Study HUL Market Segmentation

    Uploaded by

    Ayesha Fernandes
    Hindustan Unilever Limited segments the market demographically based on income and social class. They divide consumers into four categories - affluent, aspiring, striving, and very low income. HUL then targets these different consumer groups with a variety of personal care products like soaps, hair products, skin care, cosmetics, and oral health products. They also offer home care detergents and food and drink options like coffee, tea, Taaza, Red Label, and Taj Mahal tea.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    Market segmentation by HUL

    Demographic
    Income
    Social

    Class

    CUSTOMER PYRAMID
    Affluent
    Wealthy Less in number
    Striving for recognition or advancement Relatively high purchasing power

    Aspiring

    Striving

    Very low income Highest in number

    Personal care Soaps/personal wash

    Personal care Hair products

    Personal care Skin care

    Personal care Cosmetics

    Personal care Body Spray

    Personal care Oral health

    Home care Detergent

    Food & Drink - Coffee

    Food & Drink - Tea

    TAAZA

    Red label

    Taj Mahal

    Source and references

    ASIAN JOURNAL OF MANAGEMENT RESEARCH


    2229 3795 Study of the key market segmentation and targeting strategies followed by the leading FMCG companies in India. - Amandeep Singh, Assistant Professor, DBS, Bhai Gurads Institute of Engg and Technology, Sangrur (Punjab); Anil Chandhok, Professor, MM Institute of Management, Mullana (Ambala)
    ISSN

    www.hul.co.in

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