Presented By:Makshud Khan MBA 3rd Sem NIMS UNIVERSITY, JAIPUR

                            

INTRODUCTIONHindustan 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.

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In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (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 HULProdut: 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.

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Price: HUL is having a affordable pricing strategy .

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.

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Place: HUL's products, are distributed through a network of about 7,000 redistribution stockists covering about one million retail outlets.

In rural India, the network directly covers about 50,000 villages, reaching 250 million consumers, through 6000 sub-stockists.

It is the company's arm in the Direct Selling channel. It presents a range of customised offerings in Home & Personal Care and Foods. 

HUL has set up a full-scale sales organisation, for this channel to serve modern retailing outlets.

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Promotion: The promo entitles consumers to a "Scratch and Win" offer on buying Kwality Walls Cornetto. 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.

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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.

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The promotion strategy is to do door to door marketing, & This is well designed, To 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.

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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 MixV

Foods Brand Personal Home Care Brand Care Brand

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Foods Brandi

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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

AfricaAmericasAsia PacificEurope

SWOT Analysis Of HULStrengths: • 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.

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• Strong Competitors & availability of substitute products.• Low exports levels.• High price of some products. • 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.

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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 Industry.

ConclusionIt 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.

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Thank you for your time....