Advertising Strategies of HUL
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This document provides an overview of Hindustan Unilever Limited's (HUL) advertising strategies. HUL is the largest fast-moving consumer goods company in India with a portfolio of food and beverage, personal care, and home care brands. The company uses a variety of advertising agencies and media channels to reach customers across India. Some of HUL's key advertising strategies discussed include catering to both rural and urban consumers, leveraging celebrity endorsements, utilizing innovative campaigns, and highlighting product benefits through print, television, radio, and digital advertising.
Advertising Strategies of HUL
- 1. Advertising Strategies of HUL Submitted by: Sadiah I
- 2. AGENDA 1. Introduction to the FMCG sector 2. About HUL 3. Advertising strategies of HUL 4. Advertising Agencies 5. Different media channels used by HUL.
- 3. INTRODUCTION 1. FMCG SECTOR generally deals with fast moving consumer goods that sell quickly at relatively low cost. 2. Consumer goods are divided into three different categories: durable, nondurable goods, and services. Fmcg are largest segment of consumer goods (non durable) 3. SHORT SHELF LIFE DUE TO - HIGH CONSUMER DEMAND AND PERISHABILITY 4. Being the 4th largest Sector in the economy, Fmcg contributes to around 3 million employment opportunities. 5. low operating cost , low involvement purchases, intense competition between the organized and unorganized segments.
- 4. FMCG Sector in India FMCG Food & Beverage Household Care Fabric wash, Household cleaners Oral care, Skin care, Hair care, cosmetics, deodorants, perfume Health beverages, staples/cereal, bakery products,snacks OTC products and ethicals Personal Care Health care
- 5. GROWTH PROSPECTS ● Large Market India has a population of more than 1.06 Billion which is just behind China. ● Highly competitive market (other brands - Coca-Cola, Unilever, Procter & Gamble, Nestlé, Kellogg's) ● FMCG Industry - directly related to the population
- 6. TOP 3 FMCG COMPANIES IN INDIA
- 7. OVERVIEW OF THE COMPANY ● INCORPORATED: 1933 ● INDUSTRY: CONSUMER GOODS. ● HEADQUARTERS: MUMBAI ,MAHARASHTRA. ● KEY PEOPLE: SANJIV MEHTA (CHAIRMAN AND MD) ● CONSOLIDATED REVENUE : 39,860CRS. ● PEOPLE: 16000 EMPLOYEES INCLUDING 1500 MANAGERS. ● REACH: 6.4 MILLION RETAIL OUTLETS. ● R&D CENTRES: MUMBAI & BANGALORE, INDIA.
- 8. CONT... ● Hindustan Unilever Limited (HUL) is the largest FMCG company in India. ● It is owned by the British-Dutch company “Unilever” and has about 52% majority stake in Hindustan Unilever Limited . ● In November 1956, formed by merging 3 companies Hindustan Vanaspati Manufacturing Company, Lever Brothers India Limited and United Traders Limited.
- 9. CONT... ● Its products include foods, beverages, cleaning agents and personal care products. ● It is headquartered in Mumbai, Maharashtra, India. ● Hindustan Unilever Limited has over 35 brands spanning 20 distinct categories. ● As per Nielsen market research data, two out of three Indians use HUL products.
- 10. MARKETING STRATEGIES ● Catering to all sections of society ● Increasing Consumption in Rural Market ● Betting on Big Stars for Usage Advertising ● Bigger, Better and Faster Communication Innovations ● Highlighting Benefits ● Leveraging Information technology & Social Media ● Stepping up Front End Portfolio Execution ● Competitive and Compelling ● Pushing consumer for more.
- 11. CATERING TO ALL SECTIONS OF SOCIETY
- 12. FOCUS ON RURAL MARKET
- 13. CHARM OF STARS
- 14. BIGGER, BETTER & FASTER INNOVATION
- 16. LEVERAGING IT
- 17. STEPPING UP FRONT END EXECUTION
- 20. CONT... BRANDS 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 The company has a distribution channel of 6.4 million outlets and owns 35 major Indian brands. It includes:
- 21. FOOD AND DRINK BRAND PERSONAL CARE BRAND HOMECARE BRANDS WATER PURIFIER BRAND
- 22. MAJOR BRANDS
- 23. AD AGENCIES Warc tracked more than 2,200 winning campaigns from 87 different competitions. It assigned points based on the awards won (for example, Gold, Silver or Bronze), then weighted those points based on the competition’s rigour and prestige in the global industry. ‘Kan Khajura Tesan’ for Hindustan Unilever from PHD in India and ‘Real Beauty Sketches’ for Dove from PHD International are examples of how creativity and innovation are at the heart of effective and strategic communications planning
- 24. ADVERTISING MEDIA USED BY HUL 1. Print Media 2. Television 3. Internet 4. Radio 5. Hoardings 6. Campaigns 7. Rural India 8. Environment concern 9. Empowering Women
- 25. OUTDOOR MEDIA
- 26. PRINT ADS ● Magazines ● Newspaper
- 27. TELEVISION ADS
- 28. RADIO ADS Kan Khajura Tesan ● a free radio-on-demand service to reach out to villagers in remote areas. ● The largest radio station in Bihar in terms of subscribers. ● any mobile phone user in Bihar can give a missed call to a specific number to immediately get a return call that will play Kan Khajura Tesan for 15 minutes. ● Besides a series of entertainment programmes, the channel of course plays advertisements of HUL brands.
- 29. DIGITAL MEDIA ADS 1. Facebook An app for Vaseline launched a few months ago, allowed Facebook users the option of lightening the skin colour on photos posted as profile picture 1. Youtube Ads in between the video Help a child reach 5 campaign
- 30. MOST POPULAR CAMPAIGNS 1. Dove Real Beauty Sketches An FBI trained forensic artist helped in conducted a social experiment to illustrate the ongoing struggle women have with recognising their own beauty.
- 31. 2. Lifebuoy-Help a child reach 5 Help a child reach 5’ is the binding creative idea of the campaign, and using the emotional angle of a child’s 5th birthday, they created a cause to ensure all the children of gondappa reach 5.
- 32. Thankyou