A STUDY ON

Content
About HUL
Vision
Mission
Heritage
History
SWOT Analysis
Segmentation
Products
Distribution
System
Marketing Strategy
Promotion
Strategy


Market Share
Competitors
Edge over
Competitors
Harnessing IT
Merger & Acquisition
Award
Future Plan
Future Technology
Major Challenges
Finding / Suggestion
Conclusion

About HUL
Hindustan Unilever Limited (HUL) is India's
largest Fast Moving Consumer Goods
Company, touching the lives of two out of three
Indians with over 20 distinct categories in Home
& Personal Care Products and Foods &
Beverages.
The company was renamed in late June 2007
to "Hindustan Unilever Limited, to provide the
optimum balance between maintaining heritage
of the company and future benefits.
HUL holds 100 factories across India for
manufacturing its diverse product range.


The turnover was Rs. 20,239 Crores in the last
fiscal year ended by March 31
st
, 2009.
HUL has more than 15,000 employee, including
over 1,400 managers.
HUL is a subsidiary of Unilever, one of the
worlds leading suppliers of fast moving
consumer goods with strong local roots in more
than 100 countries across the globe with annual
sales of 40.5 billion is holding 52 % share in
HUL.
HUL offered 10 % share for Indian market,
being the first among the foreign subsidiaries to
do so.
About HUL Contd
HUL meets everyday needs for nutrition,
hygiene, & Personal care, with brands that
help people feel good, look good and get more
out of life.
HUL is rated among the top four companies
globally in the list of Global Top Companies
for Leaders by a study sponsored by Hewitt
Associates in partnership with Fortune
Magazine and the RBL group.
HUL is the No. 1 company in the Asia Pacific
region and in India in the same survey.
HUL completed 75 years on October 17
th
,
2008.
About HUL Contd
Vision
To meet consumer needs they will respect
the concerns of their consumers & of
society.
To make injury free organization.

Mission
To add vitality to life.
Bring safety on top of mind for employees
& will integrate it with all business
processes & ensuring a safe & healthy
work environment.

Heritage
In the summer of 1888, visitors to the Kolkata
harbour noticed crates full of Sunlight soap
bars, embossed with the words "Made in
England by Lever Brothers". With it, began an
era of marketing branded Fast Moving
Consumer Goods (FMCG).
Soon after followed Lifebuoy soap in 1895
and other famous brands like Pears, Lux and
Vim.
Vanaspati ghee was launched in 1918 and
became the famous brand Dalda.
History
On November 27
th
1931, Unilever set up its first
Indian subsidiary of Hindustan Vanaspati
Manufacturing Co.
Lever brothers India Ltd. Incorporated on
October 17
th
1933.
United Traders Limited incorporated on May
11
th
1935.
In 1956, Three companies merged to form
Hindustan Lever Limited, with 10% Indian
equity participation.
July 19
th
2007, changed the name to Hindustan
Unilever Limited.

SWOT Analysis
Strength :-
Innovative Aspects.
Presence of Established distribution network
in both.
Strong R&D.
Highly skilled HR.
Effective CSR.

Weakness :-
Strong Competitors.
Low Export Level (At Present).
Changing consumption pattern.
High advertising costs.
SWOT Analysis Contd.

SWOT Analysis Contd.
Opportunity :-
Large Domestic Market.
Untapped rural Market.
Changing Life Styles of consumer.
Increasing the consumer income.
Threats :-
Tax & Regulatory Structure.
Mimic of Brands.
New Entrants.
Increasing Raw Material cost.
SWOT Analysis Contd.
Segmentation
HUL is the largest FMCG company. HULs
products are now in 2 hands out of 3 hands of
India.
The customer of HUL products is every one.
Starting with child, youth to old age as well.
Women are fond of the product of HUL. All
product are available for womens needs &
desires
So, HUL is targeting as a whole for its product.
Products
Celebrated 75 years in India.
Food Brands
A good
honest scoop
of daily
pleasure.
Lipton has a
range of vitality
teas that truly
encompass the
goodness of tea.
Indias favorite cup
of tea, the great
taste of Red Label
brings people
closer together
and strengthens
relationships.
Brooke Bond Taaza
lifts me people
unshackles the mind,
allowing them to see
and realize
possibilities.
Brooke Bond Taj
Mahal is an exclusive
selection of teas for
the discerning
consumer.
Partnering with the
mom in nurturing
her dreams,
Annapurna Atta is
aimed at helping
her provide
wholesome tasty
nutrition to her
family.
Playful banter, a little
mischief, serious
conversation
theres no time for
young couples like
the time spent
sharing a cup of 3
Roses.
Ek cup Bru aur
mood ban
jae
With Kissan,
good food is
loved not
shoved!
Kissan Amaze
Brainfood is
speci - fically
designed for the
mental
development of
kids.
Knorr helps
families make
meal times
special, nutritious,
tasty and healthy.
Home Care Brands
Active Wheel de
"Mehnat se Aazadi"
Freedom from
painful & tiring
laundry
Cif- the best
cleaner to let you
shine.
The worlds
largest fabric
conditioner
brand.
The sheer power of
Domex bleach gives
you the confidence
you need,
eradicating all known
germs.
Rin provides best in
class whiteness
which is
demonstrable.
Sunlight is a
color care
brand
Giving your kids the
freedom to get dirty
and experience life,
safe in the knowledge
that Surf Excel will
remove those stains
Created in 1885, the
Vim brand is still
innovating and using
the magic of natural
ingredients to create
unbeatable results
over a hundred years
later.
Personal Care Brands
Rexona gives you 24
hour protection from
sweat and body odour
and therefore the
confidence to handle
whatever the day has
in store.
Dove stands for real
beauty. All around the
world, Dove is making
complete therapy for your
hair.
Pears the purest and most
gentle way to skincare!
Lux believes in passion
for beauty. It continues
to be a favorite with
generations of users for a
sensuous experience of
luxury.
Awaken, and enliven your
senses with a Liril bath.
Lifebuoy is available in
multiple variants in
soaps and specialist
formats such as liquid
hand wash, catering to
the entire family.
Holistic skin care
experiences perfected over
the ages to deliver healthy,
beautiful skin
Breeze, with the goodness
of glycerine gives soft,
fragrant and smooth skin.
Personal Care Brands
New Clear with Essential Oils,
guarantees Zero dandruff and
leaves your hair feeling fabulous.
Clinic Plus is Indias largest selling
shampoo and has won the trust the
millions of families across India.
Freshness that brings you Closer
Pepsodent India is committed to improve
the overall Oral health of Indians.
Sunsilk encourages young women in
India to live for today. Sunsilk helps you
transform the beauty of your hair
instantly because LIFE CAN'T WAIT!!
Dove stands for real beauty. All around
the world, Dove is making complete
therapy for your hair.
Personal Care Brands
Your skin is
amazing. It
deserves to be
treated as such.
Rexona gives you 24
hour protection from
sweat and body
odour and therefore
the confidence to
handle whatever the
day has in store.
Get the expert to look after
your skin
Lakme is an ally to the
Indian Woman and
inspires her to express her
unique beauty and
sensuality. Thus, enabling
her to realize the potency
of her beauty.
More than 30 years ago,
a unique brand was
born. Wrapped within a
humble lavender tube,
it went on to become
the Worlds No.1
Fairness cream.
Axe with Best
Quality Fragrance
LEVER Ayush aims to
help a new generation
of Indians rediscover
everyday health and
vitality through
customized Ayurvedic
solutions.
Aviance enables women
actualize their unique
potential through expert
customized beauty
solutions.
The new expansion
of fairness cream for
men
Distribution System
Distribution systems focus to enable easy
access to their brands, touch consumers with a
three-way convergence - of product
availability, brand communication, and
higher levels of brand experience.
The most obvious function of distribution
system is to provide the logistics support
to get the companys product to the end
customer.
The another important role of this system is
to maintain the information flow between
company to consumer.


HUL's products, are distributed through a
network of about 7,000 redistribution stockists
covering about one million retail outlets.
The general trade comprises grocery stores,
chemists, wholesale, kiosks and general
stores.
Company provides tailor made services to
each of its channel partners.
HUL is using the point of purchase method for
much higher level of direct contact, through in-
store facilitators, sampling, education and
experience.
Distribution System
Focuses on short supply chain for distribution.
Meet every need of people everywhere.
Build segments & market for the future wise
Unilever has strong expertise.
Emphasis on Direct selling, Franchisee to reach
everyone .

Marketing Strategies for Urban
Areas
Marketing Strategies for Rural
Areas
For long term benefit HUL started PROJECT
STREAMLINE in 1997.
Appointed 6000 substockists that directly
covers about 50000 villages & 250million
customers.
Integrate, economic, environment, & social
objective with Business Agenda.
Promotion Strategy
Project Shakti :- This project was started for
Cos promotion in rural market as well as
women empowerment. HUL's partnership with
Self Help Groups of rural women. It was
started in 2001, Project Shakti has already
been extended to about 50,000 villages in 12
states - Andhra Pradesh, Karnataka, Gujarat
and others.
Hindustan Unilever Network (HUN) :- It is
the company's arm in the Direct Selling
channel. It presents a range of customised
offerings in Home & Personal Care and Foods.
Lifebuoy Swasthya Chetana :- The programe
endeavours to induce adoption of hygienic
practices among rural Indians and aims to bring
down the incidence of diarrhoea.
Out-of-Home :- This deals in providing vending
machines for hot beverages like tea and coffee.
HULs alliance with Pepsi Co. has significantly
strengthened the channel.
Health and Beauty services :- (i) Lakme Salons
provide specialised beauty services and solutions,
under the recognised authority of the Lakme brand.
(ii) The Ayush Therapy Centres provide easy
access to authentic Ayurvedic treatments and
products.
Promotion Strategy Contd
Market Share
Market Shares of Soap 60%.
Market Shares of Food Brands 70%.
Market Shares of Oral Products 36%.
Market Shares of Household Cares 62%.
Market Shares of Personal wash 60%.
Market Shares of Skin Care 53%.

Competitors
Edge over Competitors
Unilever, in its worldwide operations, strives to
be a multi local multi national. Working since
1912.
Reflected national priorities over the years and
remained committed towards India.
Large market capitalization and Product Variety.
Good Company policies such as :-
Developing and using relevant technology
Generating productive employment
Stimulating industrialization and dispersing its
benefits.
Adding value to agriculture.
Sustaining export performance.

Harnessing Information
Technology
An IT-powered system has been implemented
to supply stocks to redistribution stockists.
The objective is to make the product available
at the right place and right time in the most
cost effective manner.
For this, stockists have been connected
through an Internet-based network, called RS
Net, for online interaction.
RS Net is part of Project Leap, HUL's end-to-
end supply chain.

Mergers and Acquisitions
In 1992, the erstwhile Brooke Bond acquired
Kothari General Foods, with significant
interests in Instant Coffee.
The erstwhile Tata Oil Mills Company
(TOMCO) merged with HUL, effective from
April 1, 1993.
In 1993, it acquired the Kissan business from
the UB Group and the Dollops Icecream
business from Cadbury India.
HUL formed a 50:50 joint venture with the US-
based Kimberly Clark Corporation in 1994.

In1994, the company entered into a strategic
alliance with the Kwality Ice-cream Group
families and in 1995 the Milk food 100% Ice-
cream marketing and distribution rights too
were acquired.
In 1995, HUL and yet another Tata company,
Lakme Limited.
Amalgamation of new businesses -- Brooke
Bond Lipton India in 1996-97; Pond's India in
1998; and a smaller subsidiary, Industrial
Perfumes, in 1999.
In 2003, HUL acquired the Cooked Shrimp and
Pasteurized Crabmeat business of the
Amalgam Group of Companies, a leader in
value added Marine Products exports.

Mergers and Acquisitions
Contd
In January 2000, in a historic step, the
government decided to award 74 % equity in
Modern Foods to HUL, thereby beginning the
divestment of government equity in Public
Sector Undertakings (PSU) to Private sector
partners. HUL's entry into Bread is a strategic
extension of the company's wheat business. In
2002, HUL acquired the government's
remaining stake in Modern Foods.

Mergers and Acquisitions
Contd
Awards
Hindustan Unilever Limited (HUL) was
conferred the Commendation Certification for
Significant Achievement in HR Excellence by
the Confederation of Indian Industry (CII).
Mumbai, October 22
nd
, 2007.
Hindustan Unilever Limited (HUL) was in
September 2007 rated among the top four
companies globally in a global study of Global
Top Companies for Leaders by Hewitt
Associates in partnership with Fortune
magazine and the RBL Group.


Awards Contd
HLL has been declared a Mini Ratna by the
Government of India.
Upgraded in 2006 as a Schedule B Company
by the Department of Public Enterprises.
HINDUSTAN Lever Ltd (HLL) has bagged 20
India Star awards and three Asia Star
awards for innovation in packaging concepts
and systems.

Future Plans
HLL has drawn up a comprehensive plan to
expand its portfolio in the area of Health Care
and Contraceptives.
Chemicals business (encompassing
Flavours, Fragrances and other Specialty
Chemicals), as well as several non-FMCG
export businesses such as Thermometers and
Mushrooms.
HLL has been pepping up its rural distribution
systems and has launched low unit price
variants of its popular brands to draw in new
users in the rural areas.
Future Technology
HLL has been pepping up its rural distribution
systems and has launched low unit price
variants of its popular brands to draw in new
users in the rural areas.

Major Challenges
Inflation reducing profits.
Competitions in core strategies.
Consumer Behavior.
Global Exposure.
Help to improve nations nutrition.
Give life an extra Flavor.

Finding / Suggestion
Crucial need to strategically place brands on
strong position.
Hard to differentiate blue competitive brands,
cash brands.
Avoid multiple price wars.
Proliferation product line.

Conclusion
With its long and luminous history HUL is
Indias true pride.
It is a company which the customers in rural as
well as urban India relate to. This explains the
deep penetration of HUL in Indian market.
The future for HUL is demanding newer and
high level innovations so as to cope up with
increasing competition.
However HUL is well equipped with all what is
needed of this Indian Giant.

Presented By :-
Prashant Kumar Pandey
2
nd
Sem. (PGDM)
IMG/09-11/012
07
TH
March 2010