Case Analysis

Group 9

Vikas 1
Pratik 2
Himakshi 3
Niharika 4
Yogita 55
Niwas 57
 About HuL

Hul : Mnc to Fmcg

Mission “ Bring vitality to life”

Feel Good Factor Corporate Strategy
Food Business Home care Personal Care
Present Corporate Strategy “ Focus on Core Business”

Home & Personal Care

Skin care, Personal

Laundry, cosmetics etc.
wash, health care
 Strategy at Hul
 Local Roots with global scale
 Customized products for local market

 Operate in Highly competitive market

 Unilever globally

 Hul Nationally

 Chairman & BoD formulate strategy

 Hul in India

 Started with importing Sunlight powder.

 Perceived as Indian Company.
 Adapted to the needs of Indian Customers.
 Lifebuoy
 Dalda
 Known for rural marketing & Distribution systems.
 Project Shakti
 Shift In Strategy
 Shift in Strategy “ Leveraging Globally”.

 Local Products to Global Products.

 Shift in strategy making : From Subsidiary to H/Q

 Appointment of British CEO

 More focus on power brands.

 Why Change of Strategy ?
 Offer Global Products Worldwide.

 Possible saturation of Indian markets

 Focusing on core business of Food

 Price sensitive consumers

 Why change of strategy
 Strong competitors both global & National.

 Too Many localised products

 Wafer thin margins in FMCG products.

 Calculated Step or A Risk !
 Clash of Strategy b/w Hul & Unilever.
 Loss of stronghold i.e. Niche markets.
 Competitors taking advantage, ex- Kanpur
Detergents in North India.
 Processed food market still untapped.
 Emphasis on premium products sold through retail
outlets.
 Moving towards middle class urban customers.
 Suggestions
 Emphasis on Glocalization.
 Focus on Untapped Food Business in India.
 Enabling strategic decision making at local
subsidiary.
 Concentrating on Niche markets “ Fortune at the
bottom of Pyramid”.
 Formulating different strategies for Rural & urban
India.