HINDUSTAN UNILIVER

PRESENTED BY
 Vision:
“To earn the love and respect of India, by
making a real difference to every
Indian”
HUL’s product range
 Hindustan Unilever Limited

 India’s largest fast moving consumer

goods company with leadership in Home
and Personal Care Products, Foods and
Beverages and Speciality Chemicals.
 A fortune 500 transnational with a turn
over of $90 billion
 HUL was the first foreign Subsidiary to
offer 10% of its equity to the Indian
public
 Under the Personal Care products,
HUL is the biggest player in Hair and
Skin care products with brands Clinic,
Sunsilk, Lux and Organics shampoos
and Clinic Plus and Clinic all clear Hair
.
HUL’s Brand portfolio
Dove

 Survey for 1 week via Internet and

SMS
 Test marketing:
5000 hair washes in malls
 Market Leader in premium shampoos
segment within 1 year of launch
Surf Excel

 A pioneer in the Indian detergent powder

market
 Surf Excel conducted children’s festival
and brought alive “Dirt is good”
campaign
 More than 40,000 children participated
 In order to deal with the water crisis surf
excel launched Surf excel quick wash.
Rural marketing:
Project Shakti

To Reach:
 Small, scattered settlements and poor
 infrastructure make distribution difficult
 Over 500,000 villages not reached directly by
HUL
To Communicate:
 Low literacy hampers effectiveness of print
media
 Poor media-reach: 500 million Indians lack TV
and radio
RIN

 “Rin Supreme bar is now

Surf Excel bar”

 Rin Supreme bar is already

a top-end bar and it helps when it is
being migrated to an already
premium brand such as Surf Excel.
Processed foods

 Launched kissanjams in
easy to apply tube packs.

 These tubes had a colourful

and attractive packaging with disney
cartoon characters to attract children.
Geographical
marketing

 Knorr has recently come up with Indian

soups to suit the taste of Indian
customers.
MEDIA PLATFORMS USED

 Print media  Free sample

 Television distribution
 Internet  Demo campaigning
 Rural campaign  Hoardings
 Environment  Radio
concern ads  Sponsorships
 Music videos  Live shows
CRITICS ON
ADVERTISEMENT
Pepsodent ToothPowder
Pepsodent offer.flv
Advertisement Flaw
 Devaluation of product
 Product’s quality looses its value
 Poor promotion of free samples
 No unique identification of product
 Boring conversations
Modifications
 Emphasis on quality and results
 Longer life by adding free products
 Surf Excel
Surf Excel Matic Ad.flv
Advertisement Flaw
 Confusion in advertisement
 Product is not clear
 The add is diluted with other product
 Doesn’t register in memory

Modifications
 Even worst washing machine is used, surf
removes dirt
 Concentrate more on product
Conclusion
 Products and communication mix
 Differentiation of products
 STP
 Huge potential in rural areas
 Project shakthi, Stains are good
campaign penetration
 Expectation to compete
Surf Excel Ad.flv

 Surf Excel - Two Bucket Series.flv

 THAN K YOU