MARKETING MANAGEMENT

PRODUCT MIX
Hindustan Unilever Limited (HUL)

Name 1 Roll No 1 Name 2 - Roll No 2

It has a dedicated organization structure to support this endeavor and this has helped in growth of these businesses in particular. Bru. It also focuses on becoming a preferred supplier to both nonUnilever and Unilever clients in three categories in which India. packaged foods. toothpastes. HUL s key focus in the exports business is on two broad categories. tea. Clinic Plus. Axe. Intrinsic cost competitiveness in the end to end Supply chain with appropriate technology and competitive capital investment operations while delivering best in class quality enables HUL to position itself as a key sourcing hub for Unilever and also become a preferred partner for Global customers in categories we operate. skin care.Introduction Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India. Brooke Bond. Closeup. the Company is a part of the everyday life of millions of consumers across India. deodorants. has competitive advantage Branded Rice. and water purifiers. Vaseline. Wheel. Pepsodent. ice cream. Dove. It has been recognized by the Government of India as a Golden Super Star Trading House. cosmetics. shampoos. HUL Exports offers high level of service with flexibility and responsiveness thorough out the supply chain. Fair & Lovely. as a country. detergents. HUL enjoys international recognition within Unilever and outside for its quality. HUL is one of India s largest exporters of branded Fast Moving Consumer Goods. With over 35 brands spanning 20 distinct categories such as soaps. reliability and speed of customer service. Marine Products and Castor and its Derivatives. Sunsilk. Kissan. Surf Excel. Lifebuoy. Pond s. Lakmé. Today. It is a sourcing base for Unilever brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies to other Unilever companies. Kwality Wall s and Pureit. Its portfolio includes leading household brands such as Lux. . Rin. Knorr. coffee. Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwide in Home and Personal Care & Foods & Beverages category of products.

.The above statistics are taken from official website of HUL.

Product Mix of HUL The product mix is taken from the website of the company. Hindustan Unilever Ltd. The total product mix is shown in the following figures. .

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Food Brands Tea Brooke Bond Lipton Coffee Bru Ice creams Kwality Wall's Foods Annapurna Kissan Knor Modern Water Purifier Pureit The above information has been taken from the official website of HUL and modified for the assignment purpose. .

if Brooke bond in the tea line of food brand has 4 variants Brooke Bond 3 Roses.100gm. The product lines are broadly classified into three main categories. food products. . 200gm. Home and Personal Care 2. Width: The width of the product mix refers to how many different product lines the company carries. the length of the HUL product mix is 38.Product Mix of HUL can be explained with the help of the above information. production requirements. From the above figures. Water But all together there thirteen (13) product lines for HUL (HUL has other businesses as well). or some other ways. distribution channels. laundry products etc). Brooke Bond Red Label. Food 3. HUL s product lines are consistent as they are all consumer goods that go through the same distribution channels. We can also talk about average length of a line. Consistency: The consistency of the product mix refers to how closely the various product lines are related in end use. Length: The length of a product mix refers to the total number of items in the mix. & 500gm packets then the depth will be 12 (4 variants X 3 sizes). For example. The lines are inconsistent when the end function of each items are taken into consideration (some are hair care products skin products. This is obtained by dividing the length (38) by the number of line (here 13) which is less than 3 in this case. Depth: The depth of a product mix refers to how many variants are offered of each product in the line. And if each comes in 3 sizes . Brooke Bond Taaza and Brooke Bond Taj Mahal. They are 1.

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