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8/3/2019 presentation on HUL Wal-mart
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CH INSTITUTE OF MANAGEMENT
&
COMMUNICATION
SUBMITTED TO: SUBMITTED BY:
Dr.MAYANK SEXENA AMIT KUMAR GUPTAProf. Girish BhatiaProf.Rakshita puranik
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Presentation Contents
INTRODUCTION OF HUL
INTRODUCTION OF WAL-MART (BEST PRICE)
MISSION & VISION
SEGMENTATION
MARKETING MIX
PRODUCT MIX
COVERAGE AREA
CONTRIBUTION TO DIFFERENT SECTORS
MAJOR COMPETITORS
IMPACT OF BEST PRICE
PROBLEM IDENTIFY RESEARCH METHODOLOGY
SWOT ANALYSIS
CONCLUSION
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Introduction of HUL
HUL is India's largest FMCG Company with a heritage of over 75
years in India.
HUL works to create a better future every day and helps people feel
good, look good and get more out of life with brands and services that
are good for them and good for others.
The Company has over 16,000 employees and has an annual turnoverof around Rs.19, 401 cores financial year 2010-2011
HUL is a subsidiary of Unilever, one of the worlds leading suppliers
of FMCG with strong local roots in more than 100 countries across
the globe with annual sales of about44 billion in 2011. Unilever has about 52% shareholding in HUL.
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INTRODUCTION OF WAL-MART
1960s:Sam Walton opens first discount store in Rogers, AK.
24 stores in Arkansas with $24 million in sales.
Wal-Mart is incorporated.
1970s:
Home office and Distribution Center opens.Company is listed on the New York Stock Exchange.
76 stores, 21,000 employees, and $1.248 billion in sales.
1980s:
Sam Club opens and Largest distribution center opens to-date882 stores, 104,000 employees, and $8.4 billion in sales
Celebrates 25th anniversary
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INTRODUCTION OF WAL-MART1990s:
Opens stores in Mexico, Puerto Rico, Canada, Argentina, Brazil,Germany and England
1,995 stores, 11,40,000 employees, 239 super-centers, 433 Sams
Club, 276 international stores, and $105 billion in sales.
2000s: Fortune magazine ranks Wal-Mart 5thGlobal Most Admired All-
Stars
Owns 95.1% share in Seiyu stores, Japan
Joint-venture with Bharti Enterprises, Bharti Wal-Mart PrivateLimited .
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Mission & Vision
Mission
The companys Mission is to Add
Vitality to life by meeting
every day needs for nutrition,hygiene and personal care with
brands that help people look
good, feel good ,and get more
out of life.
Vision
The Companys vision is
sustainable, profitable growth,
creating long-term Value for
companys shareholders their
people and their business
partners.
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SEGMENTATION
It is a process of dividing a potential market in to distinct sub-market
of consumers with common needs and Characteristics.
As we know that HULs product is the most useful for everyone,
We use the product from morning to till we sleep.
It has many varieties of product which is used by everyone from the
age of 5 to 60 years, But according to me Teenagers (age 14 to 35) use
the product the most.
There are three classes of segments (upper, middle and lower)
according to the Income.
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MARKETING MIX
Product:-
1.Home and personal Brands
2.Food Brands
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Home and personal Brands:-
i. Personal Washii. Laundry
iii. Skin Care
iv. Hair Care
v. Orel care
vi. Deodorants
vii. Color Cosmetics
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Personal Wash
Lux
Life Buoy
Liril
Hamam
Dove
Pears
Breeze
Rexona
Laundry Wash
Serf excel
Rin
WheelVim
Cif
Comfort
Domex
sunlight
http://www.hul.co.in/brands/homecarebrands/Sunlight.aspxhttp://www.hul.co.in/brands/homecarebrands/Domex.aspxhttp://www.hul.co.in/brands/homecarebrands/Comfort.aspxhttp://www.hul.co.in/brands/homecarebrands/Cif.aspxhttp://www.hul.co.in/brands/homecarebrands/Vim.aspxhttp://www.hul.co.in/brands/homecarebrands/ActiveWheel.aspxhttp://www.hul.co.in/brands/homecarebrands/Rin.aspxhttp://www.hul.co.in/brands/homecarebrands/SurfExcel.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaSoap.aspxhttp://www.hul.co.in/brands/personalcarebrands/Breeze.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pears.aspxhttp://www.hul.co.in/brands/personalcarebrands/Dove.aspxhttp://www.hul.co.in/brands/personalcarebrands/Hamam.aspxhttp://www.hul.co.in/brands/personalcarebrands/Liril.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lifebuoy.aspxhttp://www.hul.co.in/brands/personalcarebrands/Lux.aspx -
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Cont
Skin Care
Fair & lovely
Ponds
Vaseline
Hair Care
Sunsilk
Clinic Plus
Clear
http://www.hul.co.in/brands/personalcarebrands/Clear.aspxhttp://www.hul.co.in/brands/personalcarebrands/ClinicPlus.aspxhttp://www.hul.co.in/brands/personalcarebrands/Sunsilk.aspxhttp://www.hul.co.in/brands/personalcarebrands/Vaseline.aspxhttp://www.hul.co.in/brands/personalcarebrands/Ponds.aspxhttp://www.hul.co.in/brands/personalcarebrands/FairAndLovely.aspx -
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Cont
Oral CareDeodorants & Color cosmetics
Axe
Rexona
Lakme
Pepsodent
Close-up
http://www.hul.co.in/brands/personalcarebrands/Lakme.aspxhttp://www.hul.co.in/brands/personalcarebrands/RexonaSoap.aspxhttp://www.hul.co.in/brands/personalcarebrands/Axe.aspxhttp://www.hul.co.in/brands/personalcarebrands/Closeup.aspxhttp://www.hul.co.in/brands/personalcarebrands/Pepsodent.aspx -
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Cont
Brook Bond 3 rose
Bru Modern
Kissan
Knoor
Annapurna
Kwality Walls
Red Label
Brooke Bon Taaza
Brook Bond Taj Mahal
Brooke Bond Sehatmand
Lipton
Modern
http://www.hul.co.in/brands/foodbrands/modern.aspxhttp://www.hul.co.in/brands/foodbrands/KwalityWalls.aspxhttp://www.hul.co.in/brands/foodbrands/Annapurna.aspxhttp://www.hul.co.in/brands/foodbrands/Knorr.aspxhttp://www.hul.co.in/brands/foodbrands/Kissan.aspxhttp://www.hul.co.in/brands/foodbrands/Bru.aspxhttp://www.hul.co.in/brands/foodbrands/3Roses.aspxhttp://www.hul.co.in/brands/foodbrands/lipton.aspxhttp://www.hul.co.in/brands/foodbrands/Sehatmand.aspxhttp://www.hul.co.in/brands/foodbrands/TajMahal.aspxhttp://www.hul.co.in/brands/foodbrands/Taaza.aspxhttp://www.hul.co.in/brands/foodbrands/RedLabel.aspx -
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Price
A price is the flexible element than other, It is based on revenue.
They give discount also on their product. They also offer Buy one
Get one free.
Hul gives special discount of some product such as Lux & Lifebuoythey are Giving 3% on bill.
They gives scratch card on wheel soap, and special offer on display
window, two windows Rs.300/- and four windows Rs.600/-
They give 5% extra discount on bill to wholesaler, distributer are alsoGiving 1.5% discount on bill.
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Promotion
Advertisements:-
The ads are displayed in the news paper with present offers in running.
Electronic Media:-Ads are displayed at different TV channels, FM, and Radio to create
awareness among the people in Urban as well as in Rural areas.
Seasonal Discount:-Special offer schemes are offered to customers on the festival, occasion
to promote sales.
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Place
It is important to marketing activities that make products
available to consumer at right time and in a convenient
location so these products are available at shopping mall,
outlet or any grocery shop which is nearby home ,A personcan find these products anywhere.
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Coverage areas
Coverage Area No. of counter
Raisen 100
Berasia 60
Mandideep 70
Obedullaganj 75
Indus Town 40 29%
17%
20%
22%
12%
Raisen
Berasia
Mandideep
Obedullaganj
Indus Town
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Contribution to different sectors
Home & Personal 74.30%
Foods 16.20%
Exports 7.30%
Others 2.20%
75%
16%
7%
2%
Home & Personal
Foods
Exports
Others
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Major competitors
Procter and Gamble (P & G) India.
Godrej Consumer Products LTD.(GCPL)
Dabur India LTD.
Colgate Palmolive India LTD.
Marico Limited.
Indian Tobacco Company (ITC)
Gillette
John son & Johnson
Britannia
Amul
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Bharti Wal-mart (Best Price)(It has opened 22 Nov.2010)
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Impact of Bharti Wal -mart (Best Price)
Awareness
Always Low Prices
"Always Low Prices" That was Sam Walton's pricing philosophy when he opened the
first Wal-Mart in 1962. Today, we're still committed to bringing you great products
at our Every Day Low Prices, whether you're shopping in your local store or at Wal-
Mart.
It is based on cash-and-carry store
Self-service store offers business members multiple benefits of price, convenience,
choice, quality and hygiene all under one roof
Unique Mera Kirana and Business Solutions Centre created to share solutions with
small and medium retailers on best practices in assortment planning, layout and
fixtures, displays, backroom, licenses, hygiene, customer retention, accounting andvalue added services.
My Partner programme that includes seminars on taxation for kirana owners, food
safety & hygiene workshops & live demonstrations for hotels, restaurants and
caterers.
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Cont Facility
WHO CAN BE A MEMBER?
Businessmen which include:
Retailers
Wholesalers
Manufacturers
Traders
Self employed professionals
These all must have proper business license or vat, with past 2 months sales report.
AGE:18 years and above.
All the members will be given a card , which they have to show at the time of entrance in the
premises.
One businessman will be given two more additional cards for other members of his family.
Membership Cards are made free of cost.
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Cont THE BENEFITS OF BECOMING A MEMBER
Low and transparent prices.All items under one roof.
New and excitement items.
Relevant items for your business.
Freehand hygienic food items.
Targeted customers
Retailers
Wholesalers
Institutional customers
Retail buyers are not encouraged by The Bharti Wal-Mart BEST PRICE Modern
Wholesale, but this segment is also giving a significant business to company.
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Cont Major clients
Border security force
Army Air force
Medium and small retailers
It has tie-ups with 30,000 retailers and 8,000 suppliers across the country.
General information
There is a minimum fixed quantity for some of the product categories.
No maximum limit.
Same and fair price for small and big retailers or wholesalers.
The customers who purchase in bulk have some negotiation power In some productcategory.
The security system is very good.
Cashiers are provided with buzzers/alarms, if any problem occurs they press it.
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Cont PRODUCTS
Multi brand and multi category store with 7000 different items. Major categories
FMCG
Consumer durables
Dairy products
Fruits and vegetables
Tobacco
Stationary
( All products are from Indian only)
Growth
By and large growth is increasing because they are cover all the rural small and big
Retailer and wholesaler, they are also given the always low price.
P bl id tif
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Problem identify Whole seller and Retailer Problem
To arrangement the money for paying. Supply chain management.
Distributer Problem
Decrease of sales.
Collection of the money in the market.
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Research Methodology:
A questionnaire was designed.
The dealers were visited personally and a detailed feedback and questioning session
was carried out.
The internal shop display across brands were put inside the market mapping sheets
to get the share of Display among all brands across product categories.
Limitations of the Survey:
Due to Lack of time, not all the dealers were questioned.
Not all dealers were willing to reveal figures regarding sales of various products and
brands from their counter.
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Swot Analysis
Strengths
Strong brand Portfolio, Price
quality & Variety.
Innovative Aspects. Presence of established
distribution networks in both
urban & rural areas.
Solid base of the company. Corporate social responsibility.
Weakness
Me-too products which
illegally mimic the labels and
brands of the establishedbrands.
Strong competitors &
availability of the substitute
products.
Low exports levels.
High price of the some
products.
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Swot Analysis
Opportunities
Large domestic market-over a
billion populations.
Untapped rural market.
Changing life style & rising
income levels, i.e. increasing
price income of customers.
Export potential and tax & dutybenefits for setting exports.
Threats
Tax and regulatory structure.
Mimic of brands.
Removal of import restrictionsresulting in replacing domes.
Temporary slowdown in
economy can have an impact on
FMCG.
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CONCLUSION
HUL should go for more planned and sensible marketing and
advertising strategies with a view to accomplishing the task of
global brand image buildings.
Hyper marketing and retailing network should get special
attention as vital components ofHULs marketing policy.
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