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Marketing Strategies of HUL

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Piyush Gupta
Piyush Gupta

The presentation contains Marketing Strategies of Hindustan Lever Limited(HUL) which helped it in becoming India's number 1 in FMCG. It is made as an assignment report in first semester of MBA.

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Marketing Strategies of Submitted to: Submitted By: Dr. Shilpa Jain, Piyush Gupta, HOD, MBA Student, MBA I SDIMT, Jagadhri SDIMT, Jagadhri
HUL at Glance : History • Hindustan Unilever Limited is a part of British-Dutch Unilever Group. • Unilever sells 170 billion products each year in 190 countries. • More than 80 years of experience in India • In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company. • In 1933, Lever Brothers India Limited was incorporated. • In 1935, United Traders Limited was setup. • In November 1956, these three companies merged to form Hindustan Lever Limited. • In June 2007, the company was renamed Hindustan Unilever Limited.
HUL at Glance : People, Reach & More • More than 16000 employees, having around 1500 managers • Reach to 6.4 million retail outlets including direct reach to over 2 million outlets • Two R&D centers in India (Mumbai & Banglore) • Registered Office: Unilever House, B D Sawant Marg, Chakala, Andheri East, Mumbai 400099 • Website: www.hul.co.in
HUL at Glance : Mission & Values • Work to create a better future every day. • 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 • To inspire people to take small, everyday actions that can add up to a big difference for the world. • To develop new ways of doing business with the aim of doubling the size of the Company while reducing environmental impact. • Believes in maintaining high standards of Corporate Governance
HUL at Glance : Awards & Recognition • Featured in Forbes list of ‘The World’s Most Innovative Companies” for the third consecutive year. • Awarded the CNBC AWAAZ Storyboard Consumer Awards 2011 in three categories. – FMCG Company of the Year – The Most Consumer Conscious Company of the Year – The Digital Marketer of the Year • No.1 and strong No.2 in more than 95% of the business • Best employer in India, 2011 awarded by Aon# 1 Dream employer across campuses • No.1 Employer of choice by Nielsen Campus track • Awarded for Exceptional supplier performance by Bharti Walmart. – Supplier of the Year: Retail Format – Supplier of the Year : Cash & Carry Format – Supply Chain Excellence : Cash & CarryFormat – Supplier of the Year for CSR /Sustainability
HUL at Glance : Awards & Recognition • Awarded the FMCG Supply Chain Excellence Award at the 5th Express, Logistics & Supply Chain Awards endorsed by The Economic Times along with the Business India Group • Awarded the National Award for Excellence in Corporate Governance, 2011 by the ICSI. • Received the Dream employer of the year Award presented by UTV Bloomberg. • Fortune India featured India’s most admired companies wherein Hindustan Unilever was ranked at No.2. • HUL has won the Asian Centre for Corporate Governance and Sustainability Awards in the category ‘Company with the Best CSR and Sustainability Practices’ • HUL was declared winner of the Gold Award in FMCG Sector for outstanding achievement in Safety Management.
Financial Highlights (Year 2011-12)
Performance Trends
Board of Directors The Board of Directors of the Company represents an optimum mix of professionalism, knowledge and experience. Mr. Harish Manwani Mr. Nitin Paranjpe Mr. Sridhar Ramamurthy Pradeep Banerjee Mr. Chairman Managing Director and Executive Director, FinanceExecutive Director, Supply Chain Chief Executive Officer & IT and Chief Financial Officer Mr. A. Narayan Mr. S. Ramadorai Dr. R. A. Mashelkar Mr. O. P. Bhatt Independent Director Independent Director Independent Director Independent Director
Managing committee The day-to-day management of affairs of the Company is vested with the Management Committee which is subjected to the overall superintendence and control of the Board Mr. Nitin Paranjpe Mr. Sridhar Ramamurthy Mr. Hemant Bakshi Ms. Geetu Verma Managing Director and Executive Director, Finance & IT Executive Director, Executive Director, Foods Chief Executive Officer and Chief Financial Officer Home and Personal Care Mr. Manish Tiwary Mr. Pradeep Banerjee Ms. Leena Nair Mr. Dev Bajpai Executive Director, Executive Director, Executive Director, Executive Director, Legal Sales and Customer Supply Chain Human Resources and Company Secretary Development
Brand Recognition • HUL is No. 1 in most of the categories it operates (laundry, soaps, hair care, BRAND CLOUD home care, skin care, deodorants) • Two out of three Indians use HUL’s products, making its brands a part of every day life^ • Offer more than 1000 products under 42 brands • 7 brands > Rs. 1000 crs; 13 brands > Rs. 500 crs • 17 out of top 100 most trusted brands in India^^ elson Survey, 2011 ^^Brand Equity Survey, 2011
Brands in Action : Food and Beverage
Brands in Action : Home Care
Brands in Action : Personal Care
Brands in Action : Water Purifier
Market Opportunity • FMCG consumption increasing every year • Great room for growth in penetration • Rising incomes to favor Personal Care and Foods HUL is uniquely positioned to exploit the opportunity with its ~ Diversified Product Portfolio ~ Consumer Reach Capabilities ~ Qualified Talent Pool ~Leveraging Global Experience
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Portfolio Pyramid Fabric Cleaning Skin Cleansing Hair Skin Care Tooth Paste Strong Brands across benefits and price points
Portfolio Pyramid Tea Coffee Processed Food Ice Creams Water Strong Brands across benefits and price points
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Pushing More Usage Low cost Satchels/mini packets, Seasonal products, Accessibility, Additive Usage
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Compelling Communication More awareness, emotional connectivity, more persuasion
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Highlighting Benefits Providing more benefits with expanded product range within a brand
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Focus on Rural Market Focus on increasing consumption in Rural Market
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Stepping up Front End Execution More Stores, Better Stores and Better Service
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising ��� Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Charm of Big Stars Betting on Big Stars to attract mass fan following
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Bigger, Better & Faster Innovations Personal Home care Personal & Home care Product Quality, Design, Formulation, Positioning, Pricing
Bigger, Better & Faster Innovations Purifier, Food & Beverage Product Quality, Design, Formulation, Positioning, Pricing
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Leveraging Information Technology Integrated Communication via website, forums, social media
Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
Lessons in Marketing • The company tied up with CNBC TV18 in 2009 to launch a television show titled, ‘Lessons in Marketing Excellence’, a marketing case-study competition for management students in India. • The show has completed three seasons and the fourth season is on air. http://www.limeonline.in/about_the_show.asp
In a Nutshell Hindustan Unilever Limited is a most admired FMCG company of India giving tough competition to many other players in the sector like ITC, Nestle, P&G etc. Its understanding of consumer, leveraging technology and innovation to connect with them stands it apart. The deep insight and continuous R&D in marketing its products make the company to be part of everyday life of every 2 out of 3 Indians.
Thank You Your Feedback and Suggestions will be appreciated: Piyush Gupta MBA Sem. 1 SDIMT, Jagadhri, piyush.sdimt@gmail.com

More Related Content

Marketing Strategies of HUL

  • 1. Marketing Strategies of Submitted to: Submitted By: Dr. Shilpa Jain, Piyush Gupta, HOD, MBA Student, MBA I SDIMT, Jagadhri SDIMT, Jagadhri
  • 2. HUL at Glance : History • Hindustan Unilever Limited is a part of British-Dutch Unilever Group. • Unilever sells 170 billion products each year in 190 countries. • More than 80 years of experience in India • In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company. • In 1933, Lever Brothers India Limited was incorporated. • In 1935, United Traders Limited was setup. • In November 1956, these three companies merged to form Hindustan Lever Limited. • In June 2007, the company was renamed Hindustan Unilever Limited.
  • 3. HUL at Glance : People, Reach & More • More than 16000 employees, having around 1500 managers • Reach to 6.4 million retail outlets including direct reach to over 2 million outlets • Two R&D centers in India (Mumbai & Banglore) • Registered Office: Unilever House, B D Sawant Marg, Chakala, Andheri East, Mumbai 400099 • Website: www.hul.co.in
  • 4. HUL at Glance : Mission & Values • Work to create a better future every day. • 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 • To inspire people to take small, everyday actions that can add up to a big difference for the world. • To develop new ways of doing business with the aim of doubling the size of the Company while reducing environmental impact. • Believes in maintaining high standards of Corporate Governance
  • 5. HUL at Glance : Awards & Recognition • Featured in Forbes list of ‘The World’s Most Innovative Companies” for the third consecutive year. • Awarded the CNBC AWAAZ Storyboard Consumer Awards 2011 in three categories. – FMCG Company of the Year – The Most Consumer Conscious Company of the Year – The Digital Marketer of the Year • No.1 and strong No.2 in more than 95% of the business • Best employer in India, 2011 awarded by Aon# 1 Dream employer across campuses • No.1 Employer of choice by Nielsen Campus track • Awarded for Exceptional supplier performance by Bharti Walmart. – Supplier of the Year: Retail Format – Supplier of the Year : Cash & Carry Format – Supply Chain Excellence : Cash & CarryFormat – Supplier of the Year for CSR /Sustainability
  • 6. HUL at Glance : Awards & Recognition • Awarded the FMCG Supply Chain Excellence Award at the 5th Express, Logistics & Supply Chain Awards endorsed by The Economic Times along with the Business India Group • Awarded the National Award for Excellence in Corporate Governance, 2011 by the ICSI. • Received the Dream employer of the year Award presented by UTV Bloomberg. • Fortune India featured India’s most admired companies wherein Hindustan Unilever was ranked at No.2. • HUL has won the Asian Centre for Corporate Governance and Sustainability Awards in the category ‘Company with the Best CSR and Sustainability Practices’ • HUL was declared winner of the Gold Award in FMCG Sector for outstanding achievement in Safety Management.
  • 9. Board of Directors The Board of Directors of the Company represents an optimum mix of professionalism, knowledge and experience. Mr. Harish Manwani Mr. Nitin Paranjpe Mr. Sridhar Ramamurthy Pradeep Banerjee Mr. Chairman Managing Director and Executive Director, FinanceExecutive Director, Supply Chain Chief Executive Officer & IT and Chief Financial Officer Mr. A. Narayan Mr. S. Ramadorai Dr. R. A. Mashelkar Mr. O. P. Bhatt Independent Director Independent Director Independent Director Independent Director
  • 10. Managing committee The day-to-day management of affairs of the Company is vested with the Management Committee which is subjected to the overall superintendence and control of the Board Mr. Nitin Paranjpe Mr. Sridhar Ramamurthy Mr. Hemant Bakshi Ms. Geetu Verma Managing Director and Executive Director, Finance & IT Executive Director, Executive Director, Foods Chief Executive Officer and Chief Financial Officer Home and Personal Care Mr. Manish Tiwary Mr. Pradeep Banerjee Ms. Leena Nair Mr. Dev Bajpai Executive Director, Executive Director, Executive Director, Executive Director, Legal Sales and Customer Supply Chain Human Resources and Company Secretary Development
  • 11. Brand Recognition • HUL is No. 1 in most of the categories it operates (laundry, soaps, hair care, BRAND CLOUD home care, skin care, deodorants) • Two out of three Indians use HUL’s products, making its brands a part of every day life^ • Offer more than 1000 products under 42 brands • 7 brands > Rs. 1000 crs; 13 brands > Rs. 500 crs • 17 out of top 100 most trusted brands in India^^ elson Survey, 2011 ^^Brand Equity Survey, 2011
  • 12. Brands in Action : Food and Beverage
  • 13. Brands in Action : Home Care
  • 14. Brands in Action : Personal Care
  • 15. Brands in Action : Water Purifier
  • 16. Market Opportunity • FMCG consumption increasing every year • Great room for growth in penetration • Rising incomes to favor Personal Care and Foods HUL is uniquely positioned to exploit the opportunity with its ~ Diversified Product Portfolio ~ Consumer Reach Capabilities ~ Qualified Talent Pool ~Leveraging Global Experience
  • 17. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 18. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 19. Portfolio Pyramid Fabric Cleaning Skin Cleansing Hair Skin Care Tooth Paste Strong Brands across benefits and price points
  • 20. Portfolio Pyramid Tea Coffee Processed Food Ice Creams Water Strong Brands across benefits and price points
  • 21. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 22. Pushing More Usage Low cost Satchels/mini packets, Seasonal products, Accessibility, Additive Usage
  • 23. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 24. Compelling Communication More awareness, emotional connectivity, more persuasion
  • 25. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 26. Highlighting Benefits Providing more benefits with expanded product range within a brand
  • 27. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 28. Focus on Rural Market Focus on increasing consumption in Rural Market
  • 29. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 30. Stepping up Front End Execution More Stores, Better Stores and Better Service
  • 31. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 32. Charm of Big Stars Betting on Big Stars to attract mass fan following
  • 33. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 34. Bigger, Better & Faster Innovations Personal Home care Personal & Home care Product Quality, Design, Formulation, Positioning, Pricing
  • 35. Bigger, Better & Faster Innovations Purifier, Food & Beverage Product Quality, Design, Formulation, Positioning, Pricing
  • 36. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 37. Leveraging Information Technology Integrated Communication via website, forums, social media
  • 38. Marketing Strategies • Pan Pyramid straggling • Stepping up Front End Portfolio Execution • Pushing consumer for more • Betting on Big Stars for Usage Advertising • Competitive and Compelling • Bigger, Better and Faster Communication Innovations • Highlighting Benefits • Leveraging Information technology & Social Media • Increasing Consumption in Rural Market
  • 39. Lessons in Marketing • The company tied up with CNBC TV18 in 2009 to launch a television show titled, ‘Lessons in Marketing Excellence’, a marketing case-study competition for management students in India. • The show has completed three seasons and the fourth season is on air. http://www.limeonline.in/about_the_show.asp
  • 40. In a Nutshell Hindustan Unilever Limited is a most admired FMCG company of India giving tough competition to many other players in the sector like ITC, Nestle, P&G etc. Its understanding of consumer, leveraging technology and innovation to connect with them stands it apart. The deep insight and continuous R&D in marketing its products make the company to be part of everyday life of every 2 out of 3 Indians.
  • 41. Thank You Your Feedback and Suggestions will be appreciated: Piyush Gupta MBA Sem. 1 SDIMT, Jagadhri, piyush.sdimt@gmail.com

Editor's Notes

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