Subject:- Marketing

Topic: Marketing Mix on Hindustan Unilever Limited (HUL)

Submitted by:- Rahul. S. Dhruve

INDEX
Introduction

to Marketing Introduction to Marketing Mix 4 Ps of Marketing Marketing Mix on Hindustan Unilever Limited (HUL) Conclusion Bibliography

Introduction on Marketing
The American Marketing Association defines marketing as : Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Introduction to Marketing Mix

Marketing Mix is a conceptual framework which highlights the principal decisions that marketing managers make in configuring their offerings to suit Customers needs.

4 Ps of Marketing
PRODUCT

PRICE
PLACE PROMOTION

Marketing Mix

After the basic Introduction about the marketing, marketing mix & 4 Ps of marketing. I would like to hereby present the Marketing Mix of HUL.

ABOUT HUL

Came into exist in the year 1933 in Mumbai. Company was known as Hindustan Lever till May 2007. The Company is headed by Harish Manwani (Chairman), Nitin Paranjpe (CEO & MD). HUL is a FMCG Company mainly into Home & Personal Care , Food & Beverages. HUL is listed company on BSE & NSE with total Market Capitalisation of Rs 68,181.98 crores.

PRODUCT

PRODUCT
1.

The products offered by HUL are Home care brands, Personal Care Brands, Food Brands, Water, Nutrition, Health, Hygiene & Beauty.

Attributes : Safety:- The HUL Research Centre (HURC) Services:- Focus on after sales services in case of any product defect or any other issues. Proper Packaging:- Laminated Papers and Plastic, & Corrugated Boxes Quality:- Company tries to follow Total Productive Maintenance (TPM) in order to make zero loss & zero errors. Brand Name:- With over 20 lakhs customer, over 2000 suppliers, over 16500 employees makes this company a very popular brand.
2.

3. Appearance of product is very attractive & complete information of product makes customer buy the product.

PRICE

PRICE

Offers brands with various price range.

The prices of the products are such that it is affordable to all income group.
Competitive rates as compared to its peers. Discounts are offered on various products depending upon the products. (Rs 10 off on 2kg detergents powder). 1+1 free offers, seasonal discounts etc. It has psychological factor on consumers mind as it offers products from lower range to higher range.

PLACE

PLACE
First company in India to introduced shampoo sachet for rural population. Covers both Mass & Niche Markets. Also uses Direct Selling Channels, i.e franchisee to entire population, Eg:- Aviance & Ayush. Focuses on short supply chain distribution. Sales takes place through retail, & wholesale distribution. Builds & strengthens the market where already presence of HUL exists. Conducting survey about the products & their preferences. Covers intensive distribution.

PROMOTION

PROMOTIONS

Creating Product Awareness through advertisement & information on the website.

Arousing Interest amongst consumer through stalls on the road or outside shops etc. and showing live demonstration of the product.
Share Knowledge about the products verbally or through print & electronic media, so that consumers knows all the details about the product. Share Benefits includes the shampoo scathes or any discount coupons attached in the newspapers

Create a Statement is created through quality of the product & the response company receives once consumers uses them.
Sales Push is done through free samples, introduction of a new product at lower price, contest (online & offline), celebrities endorsing the companys products.

3 Ps of Services Marketing
People

Physical
Process

Evidence

PEOPLE

PEOPLE
Mr Harish Manwani (Chairman):- Vast experience into Personal Product Business. Mr.Nitin Paranjpe (CEO & MD):- Vast experience into Home care products like fabric care & laundry Mr. M. R. Shridhar (CFO):- Gold medalist CA & looks after the overall financial affairs of the company. Mr. Gopal Vitthal (ED):- 21 years experience into the field of sales & marketing of FMCG Products. Mr. Pradeep Banerjee:- Executive Director, Supply chain management. Mr. Deepak Parekh:- Director in many of the reputed organisation, brings his immense experience & expertise helps this organization to grow.

PHYSICAL EVIDENCE

PHYSICAL EVIDENCE

Physical Evidence:- As HUL produces FMCG goods it has used different environment to make different products. Eg:- To make tea the company requires open tea fields whereas to make soaps & detergents a fully equipped laboratory with proper facilities of chemicals & temperature is required.

PROCESS

PROCESS

The process to produce any product is very systematic at HUL. Eg:- From producing tea to delivering it to end consumer.

EFFECTIVE MARKETING MIX

Effective Marketing Mix

Customer Research:- The company is always makes a consumer research before & after launching a product in order to improve & make it more consumer friendly. Competitor Analysis:- As the company has many competitors it always try to improvise their product in terms of price, quantity, consumers. And they also try to understand the reason for their for any of their product not performing well or there is sudden drop in demand for the product.

EFFECTIVE MARKETING MIX

STRENGHTS
Well established company with a brand name. Prices of product are suitable to all income group Strong management team. Safe & Quality Products.
1. 2.

WEAKNESS
High Advertisement cost during promotions. Too many competitors can take some share of profit of the company. Global presence is less as compared to its peers. Low on exports.

3. 4.

4 PS CONSUMERSS ANGEL

Products made by the company household products used by everyone in all the houses (Eg:- Soaps, Ketchup etc.). Price are design for all income group (Eg:- A shampoo is available for Rs 2 in a scathe as well as for 165 Rs in a bottle). HUL products are available in all the PLACES, from a small grocery shop to big malls.

Promotion is done in various form like ads, providing feedback number are given at the back of the product.

4 AS OF MARKETING

4 AS OF MARKETING

Assets:- In the form of Intellectual assets, who have vast experience in the FMCG industry, which has lead to such a high growth of the company. Attitude:- Company has always being positive towards its product & people & always strives to improvise themselves by educating their consumers about the product, as well as maintaining long term relationship with their consumers. Acceptance:- The quality & safety of the products have made it highly acceptable in the market & also the positive response they get about their products, which in turn has made them market leaders in the FMCG Space. Alignment:- The entire functioning of company is properly aligned & planned to that there is no problem in supply chain, distribution etc.

APPLICATION OF MARKETING MIX (I)

Programme Market Fit.

The products made by HUL are suitable for any market whether its rural or urban. Because of lower prices & higher availability the sales of the product is very high. Example:- Advertisement of Surf Excel with a tagline Dhundte rehe jao ge creating a huge increase in its sales. The consistency is always found in the products of HUL because of proper combination of various factors like price, weight, quality etc.

APPLICATION OF MARKETING MIX (I)

Programme Company Fit:- The general programme fit for the company depends upon demand for the product, cost of manufacturing & selling the product, Government policy. Etc. Programme Customer Fit:- The products made by HUL targets all the consumers living in urban & rural area & which suit all the income group as well as all the ages. Programme Competitor Fit:- As HUL has many competitor, it has to keep pace with them in terms of cost of product, profitability, marketing strategies.

APPLICATION OF MARKETING MIX (II)

Individual Life Cycle.

The company creates awareness about their provides through various promotional activities, which makes first time buyer buy the product.

The retention activity is done through better service & customer support, offering rewards to customers, & addressing their graviances.

Acquisition - Retention - Add on selling (ARA)

Acquisition (A) :- is mainly done through awareness & creating a product as per the requirements of a consumer in a whole. Retention (R) :- HUL produces quality products, which makes consumer feels safe. Company keeps doing modification in their product & also sells them at competitive prices to retain their costumers. Add on selling (A):- The HUL Products consumed in the market as higher as compared to its peers. There affinity between company & consumer is also high because of the brand name it enjoys.

APPLICATION OF MARKETING MIX (II)

RELATIONSHIP MARKETING

Grnroos defines relationship marketing as Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises.

Consists of :Promise:- The promise made by HUL to produce quality products at lower prices. Trust:- Consumers have always shown trust on the company & that can be made out the sales of the company increasing every single day.

HUL COMPETITORS & THEIR PRODUCTS

P&G:- Tide Washing Powder , Head & Shoulders shampoo Reduces the share of Surf Excel washing powder & Sunsilk shampoo

Nirma:- Nirma Washing Powder Affects the share on Wheel Active washing powder

Colgate:- Colgate toothpaste Affects the sale of Pepsodent Toothpaste

Godrej:- Cinthol Soaps & Cinthol deodorants Affects the sales of Lifebuoy, Dove, Hamam , Rexona in soap segment & Axe deodorant in deodorant segment.

HUL EFFORTS TO SURVIVE THIS COMPETITION

The common strategies used by the company to stay in the competition is:

Exploring the rural population of India by making them brand conscious about their products. Reducing prices on purchase of bulk quantities. (Get Rs 10 off purchase of 2 kg surf excel) Free gift offers. (Buy Kissan ketchup & get small bru coffee packet free) Hiring a celebrities to endorse their brand. (Shahrukh Khan endorsing Pepsodent toothpaste ad ) Giving discounts & Increasing the volumes (Pay Rs 2. off of purchase or get 33 % free.) Exploring the rural population of India by making them brand conscious about their products.

CONCLUSION
After completing the project Ive learnt the basic concepts of Marketing & Marketing Mix and how does this process take place in a company. Once again I would like to thank Professor Ramyani Das for giving me this informative project.

BIBLIOGRAPHY
Marketing

Mix notes

Website:-

http://www.hul.co.in http://www.bseindia.com http://www.google.com

THANK YOU