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Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company with a majority stake owned by Unilever. It has a wide range of brands in home and personal care such as Lux, Lifebuoy, Dove, Surf, Wheel, Sunlight, Fair & Lovely, Ponds, Vaseline, Sunsilk, Clinic, Pepsodent, Closeup and many food and beverage brands. HUL has a strong presence across India through its factories and extensive distribution network reaching urban and rural areas. It focuses on marketing strategies tailored for both markets, including its rural initiative Project Shakti which empowers small village women. HUL engages in
HUL ppt..-phpapp01
- 1. Submitted To: MGC Submitted By: Bhag Narain Bcp 3rd 43300
- 2. Study of Marketing Ethics By HUL
- 4. INTRODUCTIONINTRO India's largest Fast Moving Consumer Goods company with 100 factories across India. In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). HUL formed in November 1956; The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited. one of the country's largest exporters and recognised as a Golden Super Star Trading House The mission – “add vitality to life.”
- 5. VISION OF THE COMPANY
- 6. Hindustan unilever ltd Personal wash Lux, lifebuoy, dove Pears, rexona, breeze, Laundry Surf excel Wheel sunlight Skin care Fair & lovely Ponds vaseline Hair care Sunsilk Clinic Oral care Pepsodent closeup Deodorants Axe rexona Color cosmetics lakme ayurvedic ayush
- 7. HOME & PERSONAL CARE FOODS EXPORTS OTHERS(CHEMICALS, WATER) 16.2% 7.3% 2.2% 74.3% CONTRIBUTION TO DIFFERENT SECTORS
- 8. •Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home. •In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment. •From the starting, it has been claimed as “The Beauty Soap Of Film Stars”. •In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.
- 9. •Dove was launched in 1955 in US. It has been available in India from 1995. •It has proved to have ¼ of moisturising cream that maintains the skin be smooth & soft. •In 2004, HUL’s campaign of Real Beauty by Ogilvy inspired women to have the confidence to be comfortable with themselves & in 2006 it got the Grand Effie Award.
- 10. GERMS SE KOI DAR NAHI •Launched in 1895 in UK and then in India. •A Low cost soap catering huge population. •The jingle, ‘Making a billions of Indian feel safe and secure’ Says everything!! •Comes with different varieties and treats different needs.
- 11. Competitors of HUL SOAPS HUL brands • Lux • Rexona • Breeze • Lifebuoy Competitors brands • Santoor, Chandrika • Cinthol, Mysore Sandal • Godrej no. 1, Nirma • Dettol
- 12. Competitors of HUL SOAPS HUL brands • Pears • Dove • Hamam • Liril Competitors brands • Santoor, Savlon • Camay • Margo • Cinthol
- 13. 0% 10% 20% 30% 40% 50% 60% FY04 FY05 FY06 FY07 FY08 HUL NIRMA GCPL 54% 6% 9% 6% 10% 57% 55% 55% 52% 10% 9% 8% 8% 9% 5% HUL’s SOAP MARKETSHARE
- 14. The HUL Hair Care
- 15. Competitors of HUL Hair Care • Sunsilk • Clinic Plus • Dove • Pantene • Head & Shoulders • L’Oreal, Grainer
- 16. The segment Of HUL TOOTHPASTE
- 17. • Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to address the consumer need of checking germs even hours after brushing. • Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to see the efficacy in fighting germs. As a follow-up, in October 2002. • The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that this makes their teeth vulnerable to germ attack. • Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night. • Pepsodent also includes a range of toothbrushes.
- 18. Closeup is the original youth brand of India. The first brand targeting youth in the oral care market, with an edgy and youthful image which stays relevant till date. Ever since its launch in 1975 Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste segment ever since. Closeup became the first Gel toothpaste with Fluoride in the Indian Market! The brand umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening benefits of lemon. The latest entry in the Closeup stable is Closeup Milk Calcium – revolutionary new toothpaste with the goodness of milk calcium
- 19. Competitors of HUL TOOTHPASTE • Pepsodent • Close Up • Colgate • Meswak • Dabur Red • Anchor
- 20. 0% 10% 20% 30% 40% 50% 60% FY04 FY05 FY06 FY07 FY08 COLGATE HUL DABUR 33% 32% 48% 49% 9% 48% 32% 2% 46% 47% 7% 30% 8% 30% 7% TOOTHPASTE MARKET SHARE
- 21. HUL COSMETICS
- 22. Named after the French opera Lakmé Lakme started in 1952 as a 100% subsidiary of Tata Oil Mills In 1998 Tata sold off their stakes in Lakmé Lever to HLL It offered a range of cosmetics with nail polishes & lipsticks from the early 80’s It has introduced a range of skincare products from 1987. Competitors : Revlon, Maybelline,L’Oreal
- 23. Theron T. Pond, a pharmacist from New York, introduced 'Pond's in 1846 In 1886 it was relaunched as Pond's Extract and in 1914 Pond's Cold Cream In 1955 Pond's Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever purchased Chesebrough-Pond's Competitors: Nivea, Charmise
- 24. HUL FOOD BRANDS TEA • Brooke Bond • Lipton COFFEE • Brooke Bond Bru
- 25. FOOD • Kissan • Annapurna • Knorr ICE CREAM • Kwality Wall’s
- 26. TEA • Brooke Bond Red Label was launch in 1903 • It is India's single largest tea brand
- 27. SALT • The brand currently operates in two of the largest, almost universally consumed, foods categories of the country – Salt & Atta (wheat flour) • Annapurna brand, first introduced in 1997
- 28. ICE CREAM • Kwality Wall's, launched in 1995 • Key launches includes. Cornetto, Feast, Viennetta, and a range of Sundaes, and also exciting eats for children specifically, like Limae Punch or Sunshine Zing Cone
- 29. COMPETITORS
- 30. TEA
- 31. SALT
- 32. SOUPS
- 33. ICE CREAM
- 34. HUL LAUNDRY CARE
- 35. Pioneer in Indian detergent powder. Constantly upgraded itself. e.g. Surfexcel Blue, Quick wash,
- 36. Launched in 1969, Rin with the power of its thunderous lightning flash has become a household name synonymous with dazzling white clothes. A Value added brand with different variants e.g. Rin matric & Rin advanced. Rin has won a number of accolades, the most recent being voted as the Most Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006.
- 37. •A Heritage brand launched in 1888 In the form of detergent cake. •Value added brand i.e. priced over Wheel but below Rin. •Famous in WB & Kerala. SUNLIGHT
- 38. • Low priced detergent. • Introduced in 1987 to compete with Nirma.
- 39. COMPETITORS SURF EXCEL: ARIEL WHEEL: NIRMA RIN: TIDE
- 41. 3 Company Name Net Sales Net Profit Operating Profit Margin (in Rs. Crore) Growth (%) (in Rs. Crore.) Growth (%) (%) (%) FY'08 FY'08 FY'07 FY'08 FY'08 FY'07 FY'08 FY'07 HUL 13880.56 13.36 9.38 1769.06 -4.65 31.76 14.95 14.74 GCPL 891.92 17.22 16.05 148.12 21.37 0.68 22.27 20 Dabur 2093.63 19.9 29.7 316.77 25.66 33.3 18.59 17.45 Colgate 1518.88 14.03 16.02 231.71 44.66 16.4 18.09 18.79 Marico 1575.99 14.76 31.39 143.41 23.45 17.47 13.29 13.77 Proctor and Gamble 643.95 18.54 -4.98 131.42 46.3 -35.6 27.75 24.14
- 42. SWOT Analysis 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. •High Advertising Costs.
- 43. 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. SWOT Analysis Threats: •Tax and regulatory structure. •Mimic of brands •Removal of import restrictions resulting in replacing of domestic brands. •Temporary Slowdown in Economy can have an impact on FMCG Industr
- 45. Marketing • Is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.
- 46. Ethics Is the art and science of determining good and bad or right or wrong moral behavior.
- 47. Marketing Ethics • is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing.
- 48. Marketing Mix
- 49. Product Consumer safety Product liability and reliability Designing for special needs
- 50. Price Bid rigging Predatory pricing Price fixing
- 51. Place • Performance pressure exist that may lead to ethical dilemmas.
- 54. MARKETING STRATEGIES OF HUL FOR URBAN INDIA • Adopted Total Productive Maintenance(TPM) to meet zero error, zero loss. • Focuses on short supply chain for distribution. • To meet the every needs of people everywhere. • Also uses Direct selling channel(HUN), franchisee to reach everyone e.g. Aviance, Ayush. • Build segments & market for the future where Unilever has strong expertise.
- 55. For long term benefits, HUL started Project Streamline in 1997. MARKETING STRATEGIES OF HUL FOR RURAL INDIA Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states. Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers. Integrate Economic, Environment & Social objectives with Business agenda.
- 56. Corporate social responsibility Providing education on health and hygiene Women empowerment Water management Rehabilitation of special or underprivileged children Care for the destitute and HIV-positive Rural development. Plays active role in natural calamities
- 57. EVERYDAY I WILL SELL. EVERYDAY I WILL EARN. MONEY. RESPECT 1 Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less. micro-enterprise opportunities for rural women Providing health n hygiene education through shaktivani program ishakti portal Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women entrepreneurs and generating Rs.700-1000 per month to each women.
- 58. THANK YOU FOR YOUR TIME Presented By: Bhag Narain Bcp 3rd , C 43300
Editor's Notes
- #8: MARKET CAPITALISATION AS PER BSE Dec 2008