Muhammad Ammar Khalid

29/11/2012

Class: BBA 3A

Date:

History:
Hindustan Unilever Limited (HUL) worked in India over a period of 120 year. It is now
known as India largest fast-moving consumer goods (FMCG) company.

Cultural diversity:
At very early stages their management understood the fact that India is the country
of diversity with many different cultures, values, tradition, habits. So they designed
their strategies according to their cultural diversity. They made their product
according to different people living in different areas of India.

Marketing Mix (4Ps):

Product:
HUL manufactures about 4 million tons of products. It has 35 brands in 20 distinct
consumer categories. It meet the needs of Indian customer for nutrition, hygiene,
personal care etc. it has same product in different brands e.g. in soaps it has lux,
pears, lifebuoy etc.

Placement:
It feeds 700 million of Indian customer every day. Their product is available
everywhere in India. It has something to offer for every day needs of every
customer rich or poor. From north east to desert of Rajasthan, or in south India it
has something to offer to them.

Price:
It has a range of prices. Some products are for rich people and they are high and
some are for poor or middle class people and they are cheaper. So HUL has variety
of products and variety of prices for them.

Promotion:
HUL spends heavily on their advertisement and sales promotion. For example Lux
beauty soap always had top bollywood actress in their ads for promotion. HUL used
all available media to promote their products.

Target Market:
HUL targets different consumer market to sell their product. For example in Brooke
Bond range of teas, for flavor of tea they launch Green Label, for strong tea they

launch Red Label and for Taaza for mass market. For wash powder it has 8
categories. Same is the case with soap. For healthy skin soaps are different, for
beauty its different, for soft skin it has different products.