Hindusthan Unilever

Limited
Case Study
M.Palanisamy
MBA
 Company overview

 Hindustan Unilever Limited (HUL) is an Indian consumer

goods company based in Mumbai, Maharashtra. It is owned by
Anglo-Dutch company Unilever which owns a 67% controlling
share in HUL. HUL's products include foods,
beverages, cleaning agents and personal care products.
 HUL was established in 1933 as Lever Brothers India Limited
and, in 1956, became known as Hindustan Lever Limited, as a
result of a merger between Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is
headquartered in Mumbai, India and employs over 16,500
workers, whilst also indirectly helping to facilitate the
employment of over 65,000 people. The company was
renamed in June 2007 as “Hindustan Unilever Limited”.
Brands - hul

 HUL is the market leader in Indian consumer products with presence in over 20
consumer categories such as soaps, tea, detergents and shampoos amongst others
with over 700 million Indian consumers using its products. Eighteen of HUL's
brands featured in the ACNielsen Brand Equity list of 100 Most Trusted Brands
Annual Survey (2012), carried out by Brand Equity, a supplement of The Economic
Times.
 The "most trusted brands" from HUL in the top 100 list (their rankings in brackets)
are: Clinic Plus (4), Lifebuoy (10), Fair & Lovely (11), Rin (12), Surf Excel (13), Lux
(14), Pepsodent (17), Closeup (19), Pond’s (20), Sunsilk (26), Dove (37), Vim (43),
Pears (79), Lakme (81), Vaseline (86), Wheel (87), Hamam (95) and Rexona (96).
 The latest launches for Hindustan Unilever include: Surf Excel Easywash; Lakmé
eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System;
TRESemmé: For Salon style hair at home everyday; Clinic Plus: Milk Protein
Formula A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup: Deep Action; Dove
Hair Fall Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.
 SWOT Analysis
Strengths:
•Strong brand portfolio, price quantity & variety.
•Innovative Aspects.
•Presence of Established distribution networks in both
urban and rural areas.
•Solid Base of the company.
•Corporate Social Responsibility(CSR)
Weaknesses:
•"Me-too" products which illegally mimic the labels and brands
of the established brands.
•Strong Competitors & availability of substitute products.
•Low exports levels.
•High price of some products.
•High Advertising Costs.
 SWOT Analysis
Opportunities:
•Large domestic market – over a billion populations .
•Untapped rural market.
•Changing Lifestyles & Rising income levels, i.e. increasing per capita income
of consumers.
•Export potential and tax & duty benefits for setting exports units.

Threats:
•Tax and regulatory structure.
•Mimic of brands
•Removal of import restrictions resulting in replacing of domestic brands.
•Temporary Slowdown in Economy can have an impact on FMCG Industry.
Question no 1
strategies HUL
MARKETING STRATEGIES OF HUL FOR URBAN INDIA
 Adopted Total Productive Maintenance(TPM) to meet zero error, zero loss.
 Focuses on short supply chain for distribution.
 To meet the every needs of people everywhere.
 Also uses Direct selling channel(HUN), franchisee to reach everyone e.g. Aviance, Ayush.
 Build segments & market for the future where Unilever has strong expertise.

MARKETING STRATEGIES OF HUL FOR RURAL INDIA

• For long term benefits, HUL started Project Streamline in 1997.
• Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers.
• Integrate Economic, Environment & Social objectives with Business agenda.
• Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52
districts in different states.
• Market leader Hindustan Unilever (HUL) is setting up 14 new consumer clusters as part of an
aggressive initiative to drive growth across smaller but fast-growing markets cross India. Rural
markets contribute to 55% of the total FMCG consumption in India.
Corporate social responsibility
 Providing education on health and hygiene

 Women empowerment

 Water management

 Rehabilitation of special or underprivileged children

 Care for the destitute and HIV-positive

 Rural development.

 Plays active role in natural calamities

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