INTRODUCTION

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. 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. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

UNILEVER VISION
We work to create a better future everyday. We to help people feel good look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can ad up to a big difference for the world. We will develop new ways of doing business that will allow us to double the size of our company while reducing our environmental impact

UNILEVER MISSION
Unilevers mission is to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.

BRANDS FOR LIFE

FOOD BRANDS - HUL is one of Indias leading food companies. Their passion for understanding what people want and need from their food - and what they love about it - makes their brands a popular choice.

HOME CARE BRANDS - HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India

PERSONAL CARE BRANDS - Our personal care brands, including Axe, Dove, Lux, Ponds, Rexona and Sunsilk, are recognised and loved by consumers across India. They help consumers to look good and feel good and in turn get more out of life.

WATER - Pureit is the worlds most advanced inhome water purifier. Pureit, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.

POLICIES

NUTRITION HUL has created policies and guidelines to ensure we always act responsibly when it comes to health and nutrition. Acting responsibly Millions of people around the world enjoy the foods and drinks we create. So the ingredients we use, the formulations, and the way we advertise and market our brands can potentially make a big impact on global health. HUL aims to act responsibly and have a strong nutrition policy. They have also developed a carefully considered approach to health and nutrition which includes:  Encouraging a balanced diet with the right amount of proteins, carbohydrates, fats, vitamins and minerals.

Developing a growing range of low fat, low sugar, low calorie alternatives, plus more 'active health' products Marketing responsibly the foods and beverages and helping to reduce over-consumption. Helping people understand the nutritional benefits of our products. Creating products that reflect the fact that people will only eat foods that they enjoy. Making significant contributions to researching the relationship on nutrition and health, such as the effects of good fats (unsalted fats), fruits & vegetables and vitamins and minerals.

Clear communication HUL have also developed a set of marketing principles to ensure that they are always 'honest, decent and truthful' in our communication which include special principles on advertising to children. Under the principles for marketing to children, they ensure that the advertisements don't convey misleading messages, don't undermine parental influence, don't encourage pester power, don't suggest time or price pressure, don't encourage unhealthy dietary habits, and don't blur the boundary between promotion and content.

Health, hygiene & beauty At the heart of our mission Unilever's vitality mission is a mandate to help people feel good, look good and get more out of life. At the heart of this mission is hygiene and health through hygiene. One of the oldest brands, Lifebuoy, exemplifies their commitment to champion health through hygiene for everyone.

SWOT ANALYSIS
Strong parentage and R&D, healthy cash coffers to support innovation Strong position in most of the categories of its presence Unmatched distribution network , a must to cater rural markets

STRENGTHS
Presence across price points to straddle across entire income pyramid Healthy Shareholder Returns in the form of RoE and dividend yield Native Know How

49% of HUL's sales come from detergents and personal wash

WEAKNESSES

Increase in Ad Spending, which may affect the margins

OPPORTUNITIES

Losing market share in most of the categories , Matured and Growing

Stiff competition from local as well as MNC players

THREATS

Receding pricing power

- Rural income is yet dependant on agriculture and in turn monsoon - Spurious Products

4 PS OF HUL
PRODUCT HUL is using its strategy for the development of multitude strong brands. HUL has the objective of being a national player (not a niche or a regional marketer) and the leader therein. HUL also vigorously pursues product extension strategy.

PRICE HUL is having a affordable pricing strategy . The move is part of a recent Unilever strategy to replicate the earnings from recession-hit emerging markets such as India, China and Brazil. Now consumers are experimenting with other value brands like Nestle and finding good quality at a cheaper price PLACE HUL's products, are distributed through a network of about 7,000 redistribution stockists covering about one million retail outlets. In rural India, the network directly covers about 50,000 villages, reaching 250million consumers, through 6000 sub-stockists. HUL has set up a full-scale sales organisation, for this channel to serve modern retailing outlets.

PROMOTION The promo entitles consumers to a "Scratch and Win" offer on buying Kwality Walls Cornetto. HULs brand promoting by road show, e.g. VIM Bar promotion. HULs move is inspired by the success of one such show, Wheel Smart Shrimati. HUL plans to launch 15 television programmes built around its brands on various TV channels.

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

MARKETING STRATEGY OF HUL IN RURAL AREAS For long term benefits, HUL started Project Streamline in 1997. Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers. Integrate Economic, Environment & Social objectives with Business agenda. Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states.

HOLISTIC MARKETING STRATEGY

HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIVpositive, and rural development. HUL has also responded in case of national calamities adversities and contributes through various welfare measures, like the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India. HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure.

SUSTAINABLE LIVING

HULs corporate responsibility strategy seeks to address HUL's most significant sustainability impacts of hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint by integrating these objectives into our brands, our people and our processes. Provided income-generating opportunities to 45,000 Shakti entrepreneurs in rural areas across 15 states in 100,000 villages through Project Shakti Lifebuoy Swasthya Chetna has touched 120 million people in more than 50000 villages across India since 2002 Fair and lovely foundation has awarded more than 790 scholarships to women with limited financial resources for higher studies Pureit covers over 3 million households across India, and provides safe drinking at water at a mere 25 paise per litre Reduced CO2 emissions from energy manufacturing operations by 28% in 2009 (measured per tonne of production over 2004 baseline) .

SUSTAI ABLE LI I

PLAN

IMPROVE HEALTH AND WELL BEING

REDUCE ENVIRONMENTAL IMPACT

ENHANCE LIVELIHOOD THROGH VALUE CHAINS

PROMOTION STRATEGY This strategy was used at village to village basis. The first step was the usage of audio- visual publicity vans. This publicity vans were covered by beautiful banners, this banners were embossed with the product photos. The company even had to promote the product in Haats & Melas of different villages. e.g. VIM Bar Soap, Wheel Active etc. The promotion strategy is to do door to door marketing, and this is well designed. To do door- todoor marketing the marketer employed the young local youths who can communicate with rural people in the local language. The formal media used to communicate the product was T.V, radio, cinema, print proportionately depending upon their reach and their influence on rural masses.

2010 -2011 RESULTS AT A GLACE

CASE STUDY ON FAIR AND LOVELY

CONCLUSION
HUL is a leading FMCG company in India. HUL has placed itself successfully in the position of market leader in FMCG products. HUL has also started project SHAKTI that has provided it direct reach to rural market. This may be considered a revolutionary step since the urban market is reaching its saturation level and there is a huge scope exploring rural market. This will also be helpful not only increasing its market share but also fight competition.