marketing strategies of different Products of HUL Ltd.doc
Transcript of marketing strategies of different Products of HUL Ltd.doc
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A
Summer Training Project Report
ON
STUDY ON M RKETINGSTR TEGIES OF DIFFERENT PRODUCT
OF HUL LTD
TO BE SUBMITTED TO DR. APJ ABDUL KALAMTECHNICAL UNIVERSITY, LUCKNOW
IN THE PARTIAL FULFILLMENT OF THEREQUIREMENT FOR THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
Batch 2014-16
UNDER THE GUIDANCE OF SU!"ITTED !#
"r$ PRA%EEN "A&I' SUSHI& 'U"AR
(H$O$D$) "gt$ Deptt$ G!IT* Ro++ No$ ,--.../,/0
"!A III Sem
GYAN BHARTI INSTITUTE OFTECHNOLOGY,
MEERUT
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DEC&ARATION
ISusuhil KumarStudent of MBA IIIrd SEM hereby declare that this
research report is an original work done by me independently and or
any part of this work has not been published for the award of any
other Degree or Diploma.
Project I herby that the report titled A study on marketing
strategies of different Products of HUL Ltdis the requirement of
the M.B.A. III Sem Mr. Praveen Malik, H.O.D., of Management,
GBIT, Meerutis my own efforts information furnished in this
research report, is true to the best of my knowledge.
SUSHI& 'U"AR
Ro++ No$ ,--.../,/0
"!A III Sem
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AC'NO1&EDGE"ENT
In the process of completing this project Marketing Strategy of HUL. I
have received cooperation from many qarters.
I e!press my sincere gratitde and inde"tness to "r$ Pra2een "a+i3)
H$O$D$) o4 "anagement) G!IT) "eerut) for giving me an opportnity to
enhance my skill in the field of my project. I am thankfl for their
gidance# patience and consmmate spport. $hey came to my help %hen
it conted and I e!tend my heartiest thanks to their form enlightening my
path. &ithot their sincere advice this project has "een impossi"le.
I also feel greatfl and elated in e!pressing my inde"tedness to all
those %ho have directly or indirectly helped me in accomplishing this
research %ork.
SUSHI& 'U"AR
Ro++ No$ ,--.../,/0
"!A III Sem
E5ECUTI%E SU""AR#
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T6e o7jecti2e o4 t6e project 8a9 to en6ance t6e 9a+e9 : ;i9tri7ution o4 HU&
Per9ona+ Care pro;uct9 in t6e territor< o4 G6a=ia7a;$
To ac6ie2e t6e o7jecti2e) mar3et 2i9it9 8ere arrange; on ;ai+< 7a9i9$ In 4ir9t 9tage o4
t6e training t6e mar3et 2i9it9 8ere ;one 8it6 t6e Dea+er9 Sa+e9man >DS? in 2ariou9
mar3et9 in or;er to gain an un;er9tan;ing o4 6o8 to capture or;er9 an; ;e+i2er1$D?$
T6e 9econ; 9tage in2o+2e; t6e 2i9it9 to t6e Premium Grocer< an; C6emi9t >PG:C?
Out+et9 8it6 t6e Territor< Sa+e9 Inc6arge >TSI? in or;er to 3no8 t6e merc6an;i9ing
9o+ution9 a;opte; 7< HU&$ 1it6 t6e 6e+p o4 t6e9e 2i9it9 t6e pro7+em9 4ace; 7< t6e
Retai+er9 an; t6e 16o+e9a+er9 8ere 4in; out$ T6e 2ariou9 4eature9 o4 HU& pro;uct9
an; their Uniqe Selling (roposition vis)*)vis competitor+s prodcts8ere gaine; and
sed these for effective sell)in. T6e report contain9 t6e 4in;ing9 7a9e; on t6e mar3et
9tu;< an; t6e recommen;ation9 gi2en to en6ance t6e 9a+e9 an; penetration o4 t6e
HU& Per9ona+ Care Pro;uct9$
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PREFACE
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PREFACE
one are those days# %hen fe% companies sed to enjoy in one "siness or the others
and the employees of sch companies sed to enjoy heavy dividends even for their
miniscle efforts. /t at the face of 0lo"aliation $echnological 3dvancement and
the easy access to information throgh different Media# today+s markets are trains
forming at an incredi"le pace.
$he sitation a kin to the 4M5 is not an e!ception. $he endless list of s"stittes#
competitive prices# rival connivances advertisement and the readily availa"le services
at the door steps leave the consmers in a commenda"le position# from %here they
can dictate the terms and choose %hat the 0/est is.
4or an esta"lished name like Hindstan Lever Ltd. one of the most important
o"jectives is to get the feed"ack of their prodct line and services in order to gage
the level satisfaction among consmers 6 cstomers. 3nother important o"jective for
an esta"lished firm is to protect its market share and increase it %ith time.
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CONTENTS
1. Introdction888888888888.. 9
2. :"jective88888888888888....1;
'. Methodology888888888888..12
,. HUL) /rief History88888888881,
-. HUL) 3dvertising Strategy888888817
7. (ersonal (rodcts 8888888888''
e%s88888888888.-9
?. (ress @eleases88888888888..72
1;. S&:$ 3nalysis88888888888
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INTRODUCTION
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INTRODUCTION
$he 5ompany "eing selected for stdy nder this project report is Hindstan Unilever
LtdB $he nm"er one 4M5 in India. It can "e said "eyond any do"t that HUL is an
ndispted leader in 4M5 prodcts in r"an as %ell as rral area. HUL caters to 9-;
million people in India %hich "ecomes 9-C appro!. of the total poplation. Hence the
stdy of HUL can give s a %ide kno%ledge in the fields like sccessfl
implementations of marketing strategy in r"an and rral India ctting across so many
< cltral# social# regional# religios# lingistic "arriers.
Hindstan nilever Limited DHULE is IndiaFs largest fast moving consmer goods
company. It is a leading player in home and personal care prodcts# foods and
"everages# and speciality chemicals.
16at ;i44erentiate9 HU&@
$he prodct portfolio %ith its %ide range of prodcts sets HUL apartG It has achieved
market leadership in soaps and detergents DSrfE as %ell as hair and skin care prodcts
DSn Silk# ove# HamamE. It is the second largest manfactrer of dental care
prodcts D5lose)p# (epsodentE. HUL is also market leader in tea D$ajE# processed
coffee D/rE# ice cream D%ality)&allsE# tomato)"ased prodcts DissanE# jams and
sqashes DissanE# and "randed staples Dissan 3nnaprnaE.
$he leading "siness magaine# 4or"es lo"al# has placed Hindstan nilever at the
top among the "est consmer DhoseholdE prodcts companies %orld%ide for the
crrent year.
&ith a plethora of "rands# 5ommnication "ecomes imperative.
Jvery company has to commnicate the presence of its prodcts to captre a large
market share. Ho% does a company do thatK $here are many tools that a marketer can
se advertising# hoardings# radio# television and internet adsG &hat+s missing is the
free"ieG Is sales promotion only made p of atta free %ith soap+K
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N
Ob!ct"#!
O!ECTI%E
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$o have an overall kno%ledge of ho% marketing
of prodcts %ith regard to 4M5 sector takes
places %ith reference to HUL.
$o map the market share of HUL in he Indian
4M5 market.
$o stdy the different prodcts offered "y HUL.
$o stdy the marketing strategies and p"lic
relations of HUL.
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RESEARCH "ETHODO&OG#
@esearch methodology is a systematic %ay. &hich consists of series of section or step
necessary to effectively carry ot research and the desired seqencing of these steps
the marketing research is a process of involves a nm"er of inter related activates
%hich overlap and do rigidly follo% a particlar seqence. It consists of the follo%ing
step.
1. 4ormlating the o"jective of the stdy.
2. esigning the method of data collection.
'. Selecting the sample plan.
,. 5ollecting the data.
-. (rocessing and analying the data.
7. @eporting the finding#
Re9earc6 De9ign
$he research design is the "asic frame%ork %hich provides gidelines for the research
process. It is a map according to %hich the research is to "e condcted. $he research
design specifies the methods for data collection and data analysis.
3fter having discssed the HUL DHindstan Liver LimitedE detergent market and its
competitor in general# the present chapter BRe9earc6 De9ignhas proposed to high
light the o"jectives# hypothesis# data collection# sampling arid measrement
techniqes etc.
Data Co++ection "et6o;
$he date se is secondary data in natre. $he secpmdar data %as collected from varios
internet sites# "ooks# and magaines. .
Samp+ing "et6o;
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$he sample for the srvey %as selected at random. 4or this# the srveyor attempted to
get the information from respondents. @espondents %ere intervie%ed at e!ploratory
from the sites chosen.
Ana+e% haia"ad#
SECONDAR# DATA (rimary data %as collected throgh %e" site# "ooks# and
magaines.
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HU& !RIEF HISTOR#
$he company %as incorporated on 1ovem"er 1?-7# HOM and t%o small
associated companies vi. &illiam ossage = Sons DIndiaE (vt. Ltd and Poseph
5rossfield = Sons DIndiaE (vt. Ltd.# %hich %ere %holly o%ned s"sidiaries of
Unilever Ltd.# %ere amalgamated %ith L/IL and the name %as changed to Hindstan
Unilever Ltd. 4rom 2'rd :cto"er# 1?-7 activities of U$L %ere taken over "y its
holding 5ompany L/IL. &ith the amalgamation of "siness nder one company#
Indian capital %as introdced in this integrated "siness in 1?-7. HUL has "een
gro%ing very rapidly# especially in 1??7 the gro%th %as 99.7C HUL "ecame the
second private company in India after @eliance Indstries to cross the @s 1;;;; crore
mark in 1??9. 3t present it+s valed at @s. 11
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AD%ERTISING
STRATEG#
HU& AD%ERTISING STRATEG#
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!UI&DING CORPORATE I"AGE
5orporate commnications and p"lic relations for "ilding image can trly "e
looked pon in the conte!t of glo"al "siness and marketing as a s"ject a"ot %hich
many professionals hold firm vie%s# "t kno% srprisingly little a"ot. Some see it as
a menace# as an e!pensive flag %aving e!ercise %hich their company can easily do
%ithot. :thers regard it as a myth# arging that p"licity "y of virte its o"vios
natre# cannot hope to change perceived images in people+s minds. 3t the other
e!treme are those %ho vie% corporate commnications Dparticlarly advertising as a
magic formla and an instant panacea for every corporate ill. In reality it is none of
these things. it is in fact# a management tool to inflence the otside %orld)the target
grop. So# the real significance of "ilding corporate image lies in preparing and
consolidating a sond glo"al consmer "ase.
Jvery company %ants to have a favora"le image in the glo"al market. In case of
HUL also# image)"ilding plays the most important part in determining its marketing
strategy. /ilding corporate image is concerned %ith "ilding confidence and
credi"ility "y helping yor target grop nderstand yo "etter. 4amiliarity in this case
normally improves accepta"ility of %ho yo are and %hat yo are doing. Ignorance#
on the other hand# can lead to mistrst# or even contempt in some sitations.
5orporate image is "ilt throgh more than one strategic means# and often a
com"ination of activities. 4or instance)
1. 3dvertising Qcorporate and even prodct
2. ("lic @elationsQe!ternal and internal
'. Media @elations Qespecially the (ress
,. 5stomer and Spplier @elations-. 5ommnity @elations Q good corporate citienship
3s India transits from a shod age)driven economy to a one propelled "y competition
the reptation and image of a company like HUL %ill make difference "et%een
%hether it rles the market or merely res it. 5orporate image is %hat ena"les HUL
to hold its o%n against rivals like I(5L 3nd Haldia
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ood corporate image can "e "ilt if yo treat it like one of the (s+ of marketingQ the
fifth (+ stands for (erformance+ Qprofessional corporate performance# doing it the
right %ay the first time. It+s in this regard that creativity in (@ comes to have a lion+s
share in the entire process of corporate image "ilding.
5reativity in (@ means more than jst pretty pictres and good copy. It is "ilding
image %ith activities# %hich generate all)rond impact and visi"ility for the company.
&hat+ and Ho%+ is the task here. 5reative corporate advertising# is one rote.
&ith respect to positioning similarly# the image commnication and image "ilding
activity mst to a"le to find a right niche in the minds of the target grop. $he qality
of the message# and activity# is vital for this.
5ompanies %hich "enefit most from corporate image are those %ho take a long)term
vie% and commitment to%ards commnication and the image of their organisation
throgh it. HUL can "e presented as a striking instance of it.
Image an; I;entitatral >orishment Dfor reglar
oiled hairE ) are "ased on %ell researched consmer needs and hair types.
$he "enefits are more compelling and relevant since the variants are harmonised in
terms of the prodct mi! ) fragrance# color and ingredients are all %ell linked to ce
the overall synergy. $he range comes in premim packaging and design. $he accent is
on femininity# as captred in the tagline T 0B!!'%n &ein d-!d3!n, di' &ein
s-!r!r!t$
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Snsilk %as e!tended to hair colorants in Pne 2;;1. $he colorants are availa"le in
< variants that are specially sited to Indian hair and skin tones and color hair gently
and safely.
C+inic 4or 6ea+t6< 6air
5linic (ls shampoo %as lanched in India in the year 1?9< and is positioned as the
Fshampoo that makes yor familyFs hair healthy and glo%ing.F 5linic (ls is targeted at
mothers# edcated yet measring their self)esteem throgh their childrenFs
achievements.
In the year 1??7# Hindstan nilever lanched another variant of 5linic shampoo )
5linic 3ll 5lear dandrff shampoo. $he core proposition of 5linic 3ll 5lear is that it
is the only shampoo that gives yo dandrff)free soft hair. It is targeted at the
appearance conscios yong adlt# seeking dandrff)free# gorgeos hair to create a
positive impression.
$ De%d%r!nts
A6e / t-e &!gnet
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3!e# the deodorant that is considered cool# fashiona"le and stylish "y yong men %as
lanched in India in 1???. 3vaila"le in more than 7; contries arond the %orld# it is
a %orld leader in male toiletries.
3!e has a mi! that is completely harmonised glo"ally ) from its proposition and
commnication to the prodct# as availa"le on the shelf.
3!e is availa"le in for fragrances Pava# 3laska# 3tlantis and Ooodoo. Ooodoo has
"ecome the leading male deodorant "rand in India %ithin jst one and a half years
from its lanch.
5onsmers associate a lifestyle of cool cl"s# cool msic# and cool fashion %ith 3!e.
$he yoth vie% it as an icon %hich introdces many FfirstsF to their %orld of msic
and dance ) like the first :W%r'd5s L%ngest D!n(e +!rt":and the first ever 0A6e
V%%d%% Is'!nd +!rt"*
J$ 7%'%r 7%s&esti(s
L!3&e / %n t%# %$ t-e .%r'd
Half a centry ago# as India took her steps into freedom# Lakme# IndiaFs first "eaty
"rand %as "orn. 3t a time %hen the "eaty indstry in India %as at a nascent stage#
Lakme tapped into %hat %old gro% to "e amongst the leading# high consmer
interest segments in Indian Indstry ) that of skincare and cosmetic prodcts. 3rmed
%ith a potent com"ination of foresight# research and constant innovation# Lakme has
gro%n to "e the market leader in the cosmetics indstry.
Lakme today# has gro%n to have a %ide variety of prodcts and services that cover allfacets of "eaty care# and arm the consmer %ith prodcts to pamper herself from
head to toe. $hese inclde prodcts for the lips# nails# eyes# face and skinB and services
like the Lakme /eaty Salons.
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/eaty and fashion is not only a"ot looking good "t also feeling great# %hich is
reflected in the advertising line for Lakme# On T%# O$ t-e W%r'd5
SOA+S AND DETERGENTS
,$ Fa7ric 1a96
Sr$ / 0&&"5s )est $riend
Lanched in 1?-?# Srf %as the first in the Indian detergent po%der market. :ver the
years# Srf has anticipated the changing %ashing needs of the Indian homemaker and
constantly pgraded itself.
Srf J!cel# IndiaFs largest selling compact detergent po%der# in its ne%est avatar
promises to tackle the toghest stains %ithot damaging the color of the fa"ric. $his is
"ecase only Srf J!cel has smart sensors that can differentiate stains from colors.
>o% yo donFt have to %orry a"ot tackling the really togh stains# especially on yor
colored clothes anymore. Sr$ E6(e' H!i N!
4or those %ho seek the Srf J!cel clean in the front loaders# the specially designed
lo% sds formlation Srf J!celmatic promises to give jst that ) a sperlative clean.
$hose preferring the modern and convenient %ay to %ash can rely on Srf J!celLiqid. $he liqid form penetrates deep allo%ing great %ash reslts. 4or the really
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togh stains# yo can apply the liqid directly on the "ody of stain Dthrogh a stain
treaterE ) yo %ill see togh stains "eing tackled %ith ease.
&ith years of landry e!pertise# Srf J!cel no% has a 5areline#
srfe!cel.carelineVhl.comthat can ans%er all qeries on fa"ric care.
16ee+
0e-n!t 3&, #-ir )-i d-'!i N%* o. 1.F &heel is# therefore# the smarthose%ifeFs choice.
4* +ers%n!' W!s-
&i4e7uocan;ie9? "a"a9ti)
"a"agi3 an; C6oco"a$
Cornetto So4t
K.!'it" W!''5s 7%rnett% S%$t
In 2;;2# %ality &all+s is introdcing a host of niqe prodct innovations nder a
ne% "rand called Cornetto So4t. $he ne% range incldes a Super ConeDa "igger
soft cone) Oanilla and other flavors like chocolate# stra%"erry etcE# Stra87erret (rofit p "y 2;C in 2;;, $otal ividend of @s ' per @e 1 share
Mm"ai# Panary 2?# 2;;-
Hindstan nilever Limited DHULE >et (rofit for 2;;, at @s 27', crores gre% "y
19.7C over 2;;'. >et Sales for the year at @s.??-- crores gre% "y '.et (rofit %as @s ,77.-1 crores after a"sor"ing an
e!ceptional item charge of @s.
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Home and (ersonal 5are gre% "y '.,C led "y a ?C gro%th in its (o%er /rands.
5linic and L! led a 1,.
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(rovision for fi!ed asset %rite)off and estimated other related costs in respect
of Icecream "siness @s.,' crores Dnet of deferred ta! @s.29 croresE
(rovision for additional lia"ility in respect of employees+ retirement "enefits
necessitated de to fall in interest rate @s.7' crores Dnet of deferred ta! @s.,1
croresE
B%ns De)entres
$he shareholders of the 5ompany at the J!traordinary eneral Meeting held on 12th
ecem"er 2;;1 have approved the restrctring of eneral @eserves "y isse of
/ons e"entres in the ratio of 1 /ons e"entre of @s.7 for every share of @e.1
held in HUL and payment of special dividend of @s. 2.
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PRESS RE&EASES
PRESS RE&EASES
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In;ia can create ./ mi++ion ne8 jo79 an; a;; LM annua++< to GDP gro8t6 7e% India 3ssrance# IndiaFs la rges t eneral
Insrance company# (epsodent no% offers i ts consmers free dental
insrance of @s. 1;;;6) on prchase of any pack of (epsodent.
Under this initiative (epsodent offers its consmers insrance cover
against e!penses for the e!traction of a permanent tooth or teeth de to
severe 5aries and (eriodontitis inclding cost of medication in relation
there to. 5aries and (eriodontitis are t%o of the most %idespread dental
ailments in India.
3nnoncing the lanch of (epsodent ental Insrance (radeep /anerjee#
5ategory Head ) :ral 5are# HUL# said# (epsodent ental Insrance is a
niqe concept and first of its kind in the :ral 5are category in India. $he
initiative not only strengthens (epsodentFs proposition of "eing a Fgerm)
protectorF "t al so displays or co mmitment to%ards improving ora l
hygiene for or consmers.
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Jla"orating frther on the concept of ental Insrance# (radeep said
(epsodent ental Insrance is a niqe concept in this category and %ill
frther strengthen the eqity of (epsodent in the minds of the consmers.
Insrance cover nder (epsodent ental Insrance %ill "e provided for
one year# %hich comes into effect after a period of si! months from the
date of isse of the (epsodent ental Insrance 5ertificate. (epsodent
ental Insrance forms %ill "e soon availa"le in all Sperior (epsodent
packs of 1;; and 2;; gms as %e ll as sel ect reta il o tl et s. $he compan y
also plans to make the forms availa"le throgh advertising in the print
media starting >ovem"er.
"um7ai) anuar< ,J) L//-
In a path)"reaking tie)p# t%o 4M5 leaders# Hindstan Unilever Ltd. and
(epsi 4oods (vt. Ltd. today formed an alliance in India to jointly market
throgh a vending format a fll range of hot "everages and soft drinks
from their portfolio of %orld class "rands.
HUL "rings to the alliance a %ell esta"lished presence and "rand vale in
hot "everages# otstanding prodct development and "ack%ard integrated
sorcing capa"ility# e!pertise in vending and an e!tensive instittional
channel "ase.
$he partnership leverages each otherFs strengths %ith an n"eata"le "siness model
that creates a po%erfl distri"tion "ase to market a nified portfolio of poplar hot
"everages and soft drinks throgh a com"ined fontain# vending and instittional
initiative. $he area of colla"oration for these t%o organisations %ill "e in vending hot
tea and coffee along %ith soft drinks across the contry. $he alliance %ill make
availa"le leading "rands of the t%o 4M5 giants ) Lipton# $aj Mahal# /r# (epsi
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5ola#
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S1OT ANASIS
S1OT ANASIS
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STRENGTH ENO#ED !# HU&
HUL distri"tion net%ork is one of the "est in the contry this is the key strength
converted to the company.
@esearch = evelopment for improvement of prodcts# technology innovation in
the prodction process is another major strength of HUL.
Oery large spectrm of %ell esta"lishes "rands ensre in long rn gro%th and
a"ove average retrns.
Jconomics of scale and economies of scope throgh large sie and diversification.
$echnologically and operational spport from the parent company i.e. Unilever.
1ea3ne99 Su44ere; 7< HU&
Inappropriate diversification reslting in higher prices D"ecase of high variety
cost is higherE.
Oery comple! organiation reslting in role conflicts.
Opportunitie9 O44ere; 7< En2ironment
Oery large poplation of India is tremendos opportnity for 4ast Moving
5onsmer oods D4M5E.
5ompetitor effectiveness to prodce high qality# lo% cost prodces is poor. Most
of the competitors are small in sie that+s %hy the cost of prodction is high.
Income level of cstomer is steadily rises there "y offering "y an opportnity to
sell "randed prodcts as against n"randed prodcts.
Sta"le# legal# political environment that offers good potential for gro%th.
T6reat9 Face; 7< t6e HU&
:ne of the major threat the HUL is facing is from smaller companies prodcing
smaller companies prodcing prodcts similar to HUL "ecase the prodction
process is not highly technically.
Most of the prodct of HUL are "y natre lo% cost items therefore the risk
involved on the part of cstomer is less this reslts in "rand loyalties nor
sstaina"le in long rn.
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DATA PRESENTATION AND
ANASIS
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DATA PRESENTATION AND ANASIS
1. &hich of the follo%ing "rand of yo se for personal %ashK
3.HULQLUZ
/. 5inthol
5. :thers
PERSONA& 1ASH
7;.1C of the respondents prefer HULQLUZ# 5I>$H:L preferred "y 12.7C and
others %ere arond 2
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3.SU@4 JZ5JL
/.5I>$H:L
5. :thers
1ASHING PO1DER
T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 Sur4 Ece+ o4 HU& in In;ia
i9 -$.M an; ot6er companie9 +i3e Cint6o+ 96are 6a9 L-M$
-. &hich of the follo%ing yo %old prefer as shampooK
3.HUL)5LI>I5 3LL 5LJ3@
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/.(=
5.:thers
T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 C+inic A++ C+ear S6ampoo o4
HU& in In;ia i9 J$M an; ot6er companie9 +i3e P:G i9 ,-M$
. &hich of the follo%ing yo %old prefer as toothpasteK
3. HUL)(epsodent
/. 5olgate
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5. :thers
T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 Pep9o;ent o4 HU& in In;ia
an; ot6er companie9 i9 -$0M$co+gate contri7ute9 aroun; .$0M
mar3et 96are$
. &hich of the follo%ing yo %old prefer as SI> 5@J3MK
3. HUL)L3MJ
/. 43I@:>J
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5. :thers
S'IN CREA"S
T6e a7o2e grap6 96o89 t6e 9a+e9 96are in mar3et o4 &a3me o4 HU& in In;ia an;
ot6er companie9 i9 M 86erea9 4airone contri7ute9 a7out 0M$
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&I"ITATIONS
&I"ITATIONS
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$hogh HUL seems to "e rling the roost in varios segments of hosehold goods
indstry# findings sggest that its marketing strategies are not %ithot loopholes. Let
s have a look at these loopholes or limitations in "rief.
:ne very striking limitations is the fact that even thogh these prodcts %ith all)
percasive marketing and distri"tion channels# florishing increasingly in
different parts of the %orld there appears to "e a visi"le lack of channels
providing them s"stantial access to semi)r"an and rral areas. In other %ords#
the prodcts of HUL have a %eaker grassroots "ases.
$he availa"ility of these prodcts to common people does not only depend on
marketing net%ork# "t also on the advertising strategies adopted "y HUL. :n this
cont clinary prodcts don+t seem to offer mch to create any stir and "etray
manifest p%ard trends in terms of %idening consmer "ase.
$he pricing strategy adopted "y HUL sho%s considera"le flctation# %hich has
led the consmer "ase to remain almost stagnant in many segments. Usally# the
prices of these prodcts are too high to make these afforda"le to the common
masses and particlarly those "elonging to lo%)income grops. $his phenomenon
seems to "e most evident in clinary goods segment# %hich constittes the
"ack"one of HUL+s indstrial "ase.
3gricltral prsits have not yet attained the stats of indstrial activities to a
considera"le degree. So# the spply mechanism adopted "y HUL for the ra%
materials tends more often to sffer from a kind of npredicta"ility syndrome in
terms of commnication and planning. :n certain occasions# the readily availa"le
agricltral inpt is too lo% to cater to the needs of manfactrers "ecase
cltivation for indstrial prodction+ or indstry)oriented farming+ is not poplar
concepts even today in many contries of the %orld inclding India.
$hogh# the facilities of transportation and logistics for the spply of ra% material
don+t lack s"stantiality as mch in case of HUL as most other players in the
indstry even HUL is not totally linne to the pro"lems posed "y it. :n many
occasions# transportation costs are too high# %hich affect the overall pricing
strategy adopted "y HUL.
HUL manfactres a large range of prodcts along %ith those %e call clinary
prodcts. $his diversification in prodcts. /t clinary prodcts are sally
"racketed %ith other DmajorE prodcts in case of these companies. So# no serios
or special attention is paid to devising separate or e!clsive strategies for theseprodcts. It makes their "rand name rather than considerations of their qalitative
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e!cellence the most significant criterion for their srvival in the impredica"le and
at times# precarios sitation of consmer.
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SUGGESTIONS AND
RECO""ENDATION
S
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SUGGESTIONS AND RECO""ENDATIONS
3s it is o"vios from the stdy the prodcts of HUL have approached the high %ater
mark of sale in the glo"al consmer market. Ho%ever# there are genine reasons to
o"serve that they have yet to attain the ctting edge stats on many conts. In this
regard a fe% sggestions can "e made to give the reqired "oost to the marketing
prospects of HUL prodcts. $hese can "e smmed p as follo%s
3n attempt shold "e made "y HUL management to tap all the potentials offered
"y the glo"al market "y devoting a more s"stantial# efficient and "etter eqipped
resorce "ase. $his task can "e accomplished in the first place "y implementing a
stronger and more ending distri"tion channel for varios prodcts so that even
those sections of consmers %ho are not accessi"le so easily# can "e covered %ith
greater ease.
Jfficient infrastrctral "ase copled %ith "etter and more comprehensive
advertising strategies shold "e resorted toB thogh HUL is presently srfing
ahead of others on the path of taking some great initiatives it shold "e more
concerned a"ot it for the prpose of corporate image "ilding.
3gricltral prsits reqired to meet the demands of certain agro "ased and
clinary prodct segments shold "e more planned# systematied# efficiently
via"le and less cost)effective.
$he price strctre for varios prodcts shold "e more %ithin the limit of
afforda"ility for consmersB the grassroots consideration in this regard shold not
"e ignored. Here# the policy of loco)centric rather than niform price strctre
%old certainly "e more advantageos.
Indstrial manfactring nits of these prodcts shold "e set p at places lying
nearest to the places %here sorces and ra% materials for different prodcts cold
"e availa"le in the easiest possi"le %ay.
HUL shold go for more planned and sensi"le marketing and advertising
strategies %ith a vie% to accomplishing the task of glo"al "rand image "ildings.
Hypermarketing and retailing net%ork shold get special attention as vital
components of HUL+s marketing policy.
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CONC&USION
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CONC&USION
3 look at the contemporary profit of the glo"al indstrial segment of hosehold
goods "rings it into clear focs that the sitation prevailing in major markets is very
mch in favor of HUL. $he fact that shold "e ackno%ledged on the "asis of crrent
trends "etrayed "y this segment tells s that HUL verita"ly stand ot as on
indispta"le market leader in this field and is sre to srge %ay ahead of other
players in ftre. $he competitive strength# strategic acmen and a"ility to reach ot
for a considera"ly larger consmer "ase that the company has "een a"le to attain
throgh the years since its inception also point to this fact categorically.
3n e!tremely pertinent vie%s that emerges ot of it amply sggests that it is the
dominance of HUL operating nder the "anner of Unilever in most of the contries
that contri"te in a large measre to the creation of a market sitation in %hich
consmers are nearly forced to prchase their choice+ at prices that might not "e in
congrence %ith their speclations and calclative consideration of afforda"ility T
something that largely determines the phenomenon called consmer "ehavior. It is
a"soltely do"tless to assme are incompara"le in term of their qalitative
e!cellence.
It is a "it srprising to o"serve that HUL is the market leader even thogh it+s capa"le
of manfactring and marketing a vast range of prodcts %ith an international
consmer "ase. Moreover# the tie)p of (rima India %ith HUL reflects that the latter
is not n%illing to share its technological e!pertise and infrastrctral contrivances
%ith others. So# inspite of the near monopoly sitation cased "y HUL+s presence in
the glo"al market# it points to a healthy fle!i"ility in the company+s fndamental
approach.
3nother very striking aspect of HUL+s glo"al marketing strategy and operations# as it
has "een pointed ot and d%elt pon in the present stdy# is its enormos a"ility to
capitalie on the resorces availa"le to it. $he company has had the distincting of
taking determined steps to ma!imie opportnities of image "ilding in the glo"al
market. In order to accomplish this task# the management of HUL is poised to keep
infsing ne% spirit in its H@M %ing in order that it may verita"ly serve as aninstrment for proliferating marketing prospects for HUL prodcts. $hat %ay "oth
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internal and e!ternal marketing are taken cogniance of %ith identical sense of
concern. $his approach dra%s sstenance from the comprehensive international
net%ork of overseas operation centres# associates# agents and allies"
97
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BIBLIOGRA$HY
9
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!I!&IOGRAPH#
!oo3
otler (.# D2;;;E#Marketing Management# Millennim Jdition# (rentice Hall of
India# >e% elhi.
"aga=ine9
3=M
/siness /arons
/siness $oday
/siness &orld
Ne89paper9
$he Jconomic $imes.
$he Indian J!press.
$he /siness Standard.
$he Hindstan $imes.
Internet 8e79ite
%%%.google.com
%%%.indiainfoline.com
%%%.hl.com
%%%.nilever.com
%%%.altavista.com
99
http://www.altavista.com/http://www.altavista.com/ -
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QUESTIONNAIRE
9?
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QUESTIONNAIRE
Name: Mr. / Mrs. / Ms.
Address:
Income:Ph No.
Age group: Knd!" #c$ %hche&er s app!ca'!e(
a. < 20
b. 25-30
c. 35 and above
Occupa#on
)ho %ashed #he c!o#hes n "our home(
a. Your self
b. Maid
c. Any other
Income group:
a. < 3000
b. 3000 3500
c. 3500 4000
d. 4000 and above
Q*+:* ,o "ou %ash "our c!o#h a# home(
a. Yes b. No
Q*-:* ,o "ou use de#ergen#(
a. Yes b. No
Q*:* )hch de#ergen# do "ou mos# re0uen#!" use(
a. in
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b. !heel
c. "urf
d. Nir#a
e. $ide
f. Ariel
%. &ther
Q *1: )ha# n!uence "ou #o 'u" "our preerred 'rand(
a. 'riends
b. Nei%hbors
c. Advertise#ents
d. "elf e()erience
e. Any other
Q*2:* )ha# n!uence 3 "our decson %h!e 'u"ng #he
de#ergen#(
a. !hiteness
b. *ather
c. +asy on handle
d. +asy on fabric
e. Any other
Q*4:* 5a&e "ou seen an" promo#ona! campagn o de#ergen#(
a. Yes b. No
Q*6:* )h#e purchasng a de#ergen# %ha# 0uan##" do "ou
usua!!"
go ar(
?1
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a. *ess than , %
b. ,-2 %
c. 2-3 %
d. 3-4 %
e. #ore than 4%
Q*7:* 5o% re0uen#!" do "ou purchase de#ergen#(
a. &nce a ee
b. &nce a fortni%ht
c. &nce a #onth
d. &nce in to #onth
Q*8:* 9ou preer "our de#ergen# n.
a. /ouch
b. /acets
c. ars
d. 1i%%er containers
Q*+:* ,o "ou $eep a s#oc$ o de#ergen# n "our home(
a. Yes b. No
Q*++:* Mos# preerred de#ergen# among peop!e "ou $no%(
a. "urf b. in
c. !heel d. Nir#a
e. $ide f. enco
Q*+-:* ,o "ou %an# #o recommend an" #hng o #he 5U;.
?2
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a. More )ro#otion activity
b. Advertisin%
c. More sche#e
d. Any other
?'
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3>>JZU@J
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ue9tionnaire
Dear SirQ"a;am)
I %old# therefore# reqest yo to kindly assist s in or efforts "y sparing a
little time to give s yor vala"le feed"ack and sggestions in the feed"ack form
"elo%. (lease do not hesitate to inform s of any o"servation that yo think may "e
relevant. &e assre yo that %e %old try to come p to yor e!pectations.
Name:
Sex : Age:
Occupation:
..
Address:
Contact Number: +91
1. &hich of the follo%ing "rand of yo se for personal %ashK
3.HULQLUZ
/. 5inthol
5. (ears
?-
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. ove
L$ 16ic6 o4 t6e 4o++o8ing I5 3LL 5LJ3@
/. Head = sholders
5. (antine
. 5linic (ls
. &hich of the follo%ing yo %old prefer as toothpasteK
3. HUL)(epsodent
/. 5olgate
5. /a"ool
. 5lose Up
. &hich of the follo%ing yo %old prefer as SI> 5@J3MK
3. HUL)L3MJ
/. 43I@:>J
5. 4air = Lovely
. 4air = Handsome
J. &hich of the follo%ing yo %old prefer as (353J $J3K
3. HUL)$3PM3H3L
/. $3$3 tea
5. /rock "ond
?7
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. Lipton
.. &hich of the follo%ing yo %old prefer as %ashing "arsK
3. &heel
/. >irma
5. Srf J!cel
. @in