MARKETING STRATEGIES OF HINDUSTAN UNILEVER

PRESENTED BY : DIVY CHAUHAN 2K11MKT21

INTRODUCTION VISION OF THE COMPANY OBJECTIVES OF RESEARCH HUL CONTRIBUTION IN DIFFERENT SECTORS MARKETING STRATEGIES OF HUL COMPETITORS. RESEARCH METHODOLOGY FINDINGS DATA ANALYSIS & CONCLUSION WHEN COMPAIRING WITH P&G RECOMMENDATION LIMITATION

table of contents

INTRO

INTRODUCTION

Hindustan

Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company. HUL formed in November 1956. Leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.13,718 crores.

INTRODUCTION Contd.
With

35 Power Brands, HUL meets everyday needs for Nutrition, Hygiene, And Personal Care with brands that help people feel good, look good and get more out of life. The mission that inspires HUL's over 15,000 employees is to "Add Vitality To Life". It is a mission HUL shares with its parent company, Unilever, which holds 52.10% of the equity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care brands in about 100 countries worldwide.

VISION OF THE COMPANY

TO EARN THE LOVE AND RESPECT OF INDIA, BY MAKING A REAL DIFFERENCE TO

CONTRIBUTION TO DIFFERENT SECTORS

2.2%

7.3%

16.2%

HOME & PERSONAL CARE FOODS 74.3% EXPORTS

OTHERS(CHEMICALS, WATER)

HINDUSTAN UNILEVER LIMITED INDIAS LARGEST FMCG COMPANY

Products of hul

FINANCIAL OVERVIEW

HUL strategy
PRODUCT STRATEGY

PROMOTION STRATEGY
DISTIBUTION STRATEGY PRICING STRATEGY ADVERTISMENT STRATEGY

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 , franchisee to reach everyone e.g. Aviance, Ayush. Build segments & market for the future where Unilever has strong expertise.

MARKETING STRATEGIES OF HUL FOR RURAL INDIA

Integrate Economic, Environment & Social objectives with Business agenda. For long term benefits, HUL started Project Streamline in 1997. Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states.

OBJECTIVES OF RESEARCH
o To know the marketing strategies and polices of HUL as o o

o o

compaired to P&G. To analyses the influence of rival companys strategies on the performance of Hindustan Unilever Limited To analyses the various strategies adopted by the company to gain competitive advantage as compared to P&G. To know the satisfaction level of customer towards HUL products and services. How to increase the productivity of sales.

COMPETITORS
Procter & Gamble is the major competitor of

Hindustan Unilever Ltd. Its purchase of Gillette in late 2005 was its biggest buy in company history. P&G's products fall into three categories: global beauty care; global health, baby, and family care; and global household care. Marketing approximately 300 brands. In over 140 countries.

RESEARCH METHODOLOGY
RESEARCH DESIGN

For this research project exploratory method is using.

DATA COLLECTION METHOD

Primary data is by visiting existing customer and expected customer of Hindustan Unilever Limited and making them fill up the questionnaire. Secondary data is from internet, books, magazines.

RESEARCH INSTRUMENT

The instrument use for data collection is structured questionnaire.

SAMPLING PLAN

Keeping all the constrains in mind a sample size of 100 people .

FINDINGS, DATA ANALYSIS WHEN COMPARED WITH PROCTER AND GAMBLE LTD

Findings On the basis of research, we found that there is a nominal difference in the efficiency of Hindustan leaver limited. vis--vis Procter and Gamble Ltd. I have reached to this conclusion on the basis of following findings. They are as follows . DEALERS Hindustan leaver limited While choosing the dealers HUL mainly emphasizes on the market potential of that area, dealers financial position, Procter and Gamble there is no difference as such in the process of selection of dealers in Procter and Gamble also

MODE OF TRANSPORTATION Hindustan leaver limited; HUL uses modified trucks and rails to deliver the products from various production sites to the dealers. They are using new state of the art technology Procter and Gamble P&G is also using road and railway transportation system to deliver product from various production sites to the dealers.

Conclusion
Both HUL and P&G are flexible to channel

members, but HUL runs some monopoly over the market by offering a credit period H.U.L. has more effective and efficient distribution network as compared to P & G, which increases the availability and presence of HUL product.

Conclusion
Dealers of HUL are more satisfied than the

dealers of P&G and therefore HUL is a step ahead in terms of flexibility of placing orders and accepting orders from the dealers. As Hindustan Unilever Limited has more brands in its basket then Procter and gamble so it is more close to common man and touching his or her daily life

RECOMMENDATIONS
The companies should emphasis on its

advertisement They should penetrate their business in the rural areas. 69% of the Indian population lives in rural areas. They should offer 24 hours free home delivery system. Provide customer satisfaction by giving maximum out of their product.

SUGGESTIONS
Key attribute components: Value for money and Customer Care

Physical attributes.
Brand Image. Customer Specific Details

The advertisements should speak only of the

believable concepts HUL must give good attention to their all the products

LIMITATIONS

While undertaking my study I was encountered with some limitations:

It does not cover all the aspects of the company. Cost involved in collecting the data was high. Target geographic area was limited . . TIME CONSUMING: It is very much obvious that it is a time consuming process. So much time has been spent for this purpose. To fix an appointment with the dealers was also very difficult task and even after that many time people was not turn up for the appointment