Anda di halaman 1dari 27

PRODUCT MIX

Brief about the Company


Indias largest fast Moving consumer Goods company with 100 factories across India. In 1931,first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Ltd.(1933) & United Traders Ltd.(1935). HLL formed in nov.1956. The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Ltd.

Brief about the Company


One of the countries largest exporters and recognized as a Golden Super Star Trading house. The mission- add vitality to life Harish Manwani, Chairman, Hindustan Unilever Ltd (HUL)

Gross turnover-14938 crore

HULs managing director and CEO Nitin Paranjpe.

VISION OF THE COMPANY

To earn the

love and respect

of India, by making a

real difference
to every Indian

P P R R O O D D U U C &C T T M I X L I N E S

Personal wash

Lux

Laundry

Surf excel

Hindustan Unilever Ltd.

Hair care

Sunsilk

Oral care

Close up

Skin care

Ponds

Tea

Coffee

CONTRIBUTION TO DIFFERENT SECTORS

74.3%

HOME & PERSONAL CARE

Home & personal care


WIDTH
Personal wash:- YES
LUX

Laundry:Surf Excel

Dishwasher
Vim

Disinfectant s
Domex

Hair -Care
Sunsilk naturals

Oral-care
Pepsodent

LIFEBOY
L E LIRIL N G HAMAM T H BREEZE DOVE PEARS REXONA

Sun light
Rin Wheel Ala bleech

Cif

Clinic
Dove Lifebuoy

Close-up

Personal care product


WIDTH Skin care Colour cosmetics deospray Ayurvedic personal &health cre

Fair & Lovely lakme


L E N G T H

Axe
Rexona

Ayush

Lakme Ponds Vaseline

BRANDS

Foods & beverages

The Food port folio of the company comprises of following brands:

Food & Beverages


Tea Coffee Foods Ice cream

Brooke bond

Brooke bond
BRU

Kissan

Kwality Walls

Lipton

Annapurna

Taj mahal

Knorr soups

Modern bread

Product Depth & consistency


FOODS AND BEVERAGES TEA- BROOKE BOND TAJ MAHAL (TEA BAGS) 3 ROSES A1 RED LABEL

Brooke bond

LIPTON

Five Product Levels


Each additional layer adds cost Augmented benefits could become Expected benefits Augmentation could lead basic benefit segments vacant Applicable to most, if not all, products

Analyzing the Five Product Levels-food sector

Core benefit - refreshment, hunger


Basic Product taste, raw material Expected product hygiene ,safe consumption, nutritious & quality Augmented product easy to open & more variety(flavors) Potential product gifts, price discount & offers

CUSTOMER & its INFLUENCER


product
Tea

customer
All youth and old age

influencer
CELEBRITES, PACKAGING,PRICE,BRAND LOYALTY ,ADS &COMPETITORS FLAVOURS,BRAND,TASTE & COMPETITORS RECREATIONAL TIMES Price, competitor ,health &issue, taste& flavour Quality.taste,hygiene,comp etitors

Coffee

Youth & old age

Food Ice cream

All age group Children & youth

Product line length management


1. Line stretching Upward- Taj mahal,lipton(darjeeling tea),Kwality walls(),Knorr soup

Downward- Annapurna Atta, salt,kisan jam, modern bread, ketch up,taaza 2.Line filling- red label,brook bond,lipton red tea,annpurna Atta

Product line length management


3.Line PruningA1 BRAND,BROOK BOND UMBRELLA

4.Line modernizationTEA BAGS(LIGHT,MEDIUM & DARK) &brook bond (sehatmand),Lipton yellow label brand.

HUL SATISFY NEED OF CUSTOMER?


YES, definitely the core and augmented product formed according to need and satisfaction of consumer HUL is currently working on setting up a distribution network across the country with cold chain.

This product contribute more than 20% of profit of company HUL has launched a website named www.cookitup.in where along with HUL food products.

Options For Growth


Increase Market Share Introduce New Products Move into New Markets Relaunch its old Brand

OTHERS
Frozen food Nutraceuticals Ready to eat Spices & seasonings Snacks foods Low crab Retail chain

BRAND ISSUE
WITHDRWING ITS BRAND DUE TO QUALITY ISSUE Problem of mercury pollution Problem of Skin lightening cream Stiff competition in Dairy segment Margarine product under the name of blue band withdraw from market due to failing of consumer fancy ,10 years ago