DEPARTMENT OF BUSINESS ADMINISTRATION

UNIVERSITY OF LUCKNOW

A STUDY OF
“MISSION, VISION, GOALS AND
STRATEGIES OF HINDUSTAN
UNILEVER LIMITED”

LUMBA

TERM PAPER ASSIGNMENT

IN
STRATEGIC MANAGEMENT

Submitted to- Submitted by-

PROF. SANJAY MEDHAVI SONAL SRIVASTAVA
Roll no- 200012135217
MBA (SEM IV)- FINANCE
ACKNOWLEDGEMENT
I would like to express my special thanks of
gratitude to my Prof. Sanjay Medhavi who gave
me this golden opportunity to work on this
wonderful assignment which helped me in doing
a lot of research, so that I can have a better
understanding of the topic. I also came across to
so many new information as to how an
organisation works while working on the project.

Lastly, I would also like to thank my friends and

family who helped me in completing my
assignment on time.

-SONAL SRIVASTAVA
HINDUSTAN UNILEVER LIMITED

COMPANY PROFILE

Name Hindustan Unilever Limited

Parent Company Unilever (a British-Dutch company)

Lever Brothers India Limited

Founder Companies United Traders Limited
Hindustan Vanaspati Manufacturing Company ()

Date of
17 October 1933
Establishment

Headquarter Mumbai, Maharashtra

Revenue (in 2021) INR 45,311 crores

CEO Sanjiv Mehta (10 Oct 2013–Present)

Unilever House, B.D. Sawant Marg, Chakala, Andheri East, Mumbai-

Registered Address
400099, India.

Email mediacentre.hul@unilever.com
 Telephone No. 022 50433000

Company Status Active

Website www.hul.co.in

Hindustan Unilever Limited (HUL) is India’s largest Fast Moving Consumer

Goods Company with a heritage of over 75 years in India and touches the lives
of two out of three Indians. HUL works to create a better future every day and
helps people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
Hindustan Unilever Limited, formerly Hindustan Lever Limited, is India’s largest
consumer products company and was formed in 1933 as Lever Brothers India
Ltd. Its current headquarter is in Mumbai. HUL is the market leader in Indian
products such as tea, soaps, detergents as its products have become daily
household name in India. The Anglo-Dutch company Unilever, owns a stake in
HUL. The company was later renamed in June 2007 as “Hindustan Unilever
Limited”.

PRODUCT RANGE OF THE COMPANY INCLUDES:

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

➢ Personal care
Personal wash Hair Care
Lux Sunsilk Naturals
Breeze Clinic Plus
Lifebuoy Deodorant
Dove Axe
Liril Rexona
Pears
Skin Care Ayurvedic Personal & Health Care
Fair & Lovely Lever Ayush
Pond's
Vaseline Oral Care pep close
Colour Cosmetic Pepsodent
Lakme Close up

➢ Home care
Laundry
Surf Excel
Rin
Wheel
Sunlight

➢ Foods
Tea
Brooke Bond
Lipton
Coffee
Brooke Bond Bru
Foods
Kissan
Annapurna salt and atta
Knorr Soup
Ice Cream
Kwality Wall's
 ➢ Water purifier

• Pureit

MISSION AND VISION OF HUL

Mission Statement
The Unilever mission statement is, “is to add vitality to life. They meet every
day needs for nutrition, hygiene, and personal care with brands that help
people feel good, look good, and get more out of life.”
Mission Statement Analysis
Unilever promises three key satisfaction aspects in its mission statement:
• adding a sense of spiritedness in people’s lives
• meeting demand for essential products to sustain life
• collaborate with brands that make people feel good, look good, and get
more out of life
“Vitality” is an aspect that people expect from Unilever’s products. Unilever’s
key strategy statement is, “…to create long-term value for our
stakeholders.” These values are taken to a position of trustworthiness through
the utmost candour.
Unilever recognizes the bridge bettheyen “everyday needs for nutrition,
hygiene, and personal care” with the need to “feel good, look good, and get
more out of life”. Thus, it is able to combine their scientific protheyss with the
goodness in products that consumers seek. This helps them contribute to a
better lifestyle in people’s lives and ultimately help them achieve “vitality in
life”.
Unilever has built a brand position for themselves where they always
incorporate humanitarian work with all the brands that they work with. For
example, attaining sustainable goals and bringing a positive impact on the
world is something it has set to endeavor since the very beginning. It has done
commendable work in contributing to saving the environment, improving
healthcare for the underprivileged, promoting fishing, agriculture, and water
issues, etc.

Vision Statement
Unilever’s vision statement is, “to be the global leader in sustainable business.
They will demonstrate how our purpose-led, future-fit business model drives
superior performance, consistently delivering financial results in the top third
of our industry.”
Vision Statement Analysis
As mentioned in the mission statement analysis, Unilever has a successful
brand positioning as a sustainable business mogul. Its greatest endeavour is to
promote products for theyllness by keeping the current ever-changing market
conditions. This instils their efforts in building a business that is only lifting the
future, ensuring positive impacts on people’s lives and on the world itself.
Through these acts of sustainable schemes, Unilever is able to persuade
consumers to keep their fight towards sustainability at the heart of all that
they do. They convince customers to join the team to ensure a healthy planet
for the future.
Lastly, Unilever strives to attain a leading position in the top third of the
industry by showing incredible numbers. The company’s 2020 vision is to help
one billion people have a grasp on their health and theyllbeing, improve the
supply chains so that people have more favourable livelihoods, and to halve
the impacts of environmental waste from all its products in the line. This is
possible because while maintaining a corporate responsibility, they have been
able to achieve glorious market share numbers that aid them in promoting
positive social impact furthermore.

CORE VALUES
It takes a team to live according to the Unilever Code of Business Principles.
The common values of their workers make up a large part of Unilever's
strength. Their aspirations don't end there. They want to have a good impact
across their value chain; therefore, they're working with partners, distributors,
and other third parties to raise the bar on human rights and anti-bribery and
corrupt concerns.
• Integrity
• Respect
• Responsibilty
• Pioneering
Unilever is stronger as a result of their commitment to business ethics. It
assists them in attracting, retaining, and engaging the finest personnel, as well
as assisting them in selecting the greatest suppliers and business associates. It
safeguards their employees, their assets, their reputation, and their
stakeholder relationships. It helps to create the right environment for
collaboration, both within and with their partners. Finally, it assists them in
achieving long-term growth and executing their Unilever strategy.

STRATEGY AND GOALS OF HUL

The first name that comes to mind as soon as somebody talks about the FMCG
industry is Unilever. A century ago no one would have predicted that a
company founded by a margarine owner and a soap maker would years later
become one of the most established and famous companies and one of the
most desirable employers in the world.
Few of the goals and strategies adopted by HUL are as follows:
➢ A holistic view of health and well being
They believe in physical and mental health, well being and inclusion are crucial
contributors to a wider view of what good health is. This became even more
obvious as Covid-19 put increasing restrictions on social connections and took
its toll on well being.
➢ Extending their reach
Taking the learnings from their groundbreaking Unilever Sustainable Living
Plan – through which they reached 1.3 billion people with their health and
hygiene initiatives – they’ve defined how they can go further to deliver
impactful programmes. They’re using their scale and reach, as well as the
power of their brands, to develop deeper and more creative programmes and
partnerships.
They’ve long run programmes across the world to educate children and
parents about the importance of handwashing, especially in the early years.
They support safe sanitation and good surface hygiene habits, whether people
are at home, in school or at work. And they promote the importance of
toothbrushing for self-care (helping the 3.9 billion people affected by tooth
decay around the world). They’ve helped people build self-esteem and helped
women get on the career ladder with skills and training.
By championing inclusion and tackling inequality, they’re underlining the
importance of issues like racial equity and gender empowerment. That means
taking an inclusive approach in the products they provide and in how they
design our brand programmes. And it means they must treat everyone equally,
by making sure they empower people and don’t exclude anyone on grounds of
their race or gender
Tackling these issues is at the heart of Positive Beauty, their new vision and
strategy that champions a new era of beauty.
➢ Equitable, inclusive, sustainable: A new era of beauty
Positive Beauty sets out several progressive commitments and actions for their
Beauty & Personal Care (BPC) brands, including Dove, Lifebuoy, Vaseline,
Sunsilk and Smile. Through this strategy they’re championing a new era of
beauty which is equitable and inclusive, as they’ll as sustainable for the planet.
It’s helping us drive the delivery of their new Unilever Compass goal on health
and they’ll being.
But it’s not only their BPC brands that are taking action on health and well
being. For example, one of their largest Home Care brands, Domestos, is
promoting access to clean, safe toilets to improve sanitation as part of their
ambitious goal.
➢ Their brands are taking the lead
They’re taking action on three fronts:
• helping to end discrimination in beauty and champion inclusion, by
challenging narrow beauty ideals and building a more inclusive portfolio
of products which cater to a greater diversity of beauty
 • driving gender equity, including stepping up brand programmes,
advocacy to challenge the status quo and unstereotyping advertising
• improving health and they’ll being through existing educational
initiatives in handwashing and oral hygiene and expanding into new
areas, including physical health and mental they’ll being.
They’re leveraging the power of their communications, through tailored TV or
radio campaigns, and through media partnerships (such as Dove’s Project). As
one of the many actions they’re taking to challenge narrow beauty ideals,
they’ll eliminate the word ‘normal’ from all their Beauty & Personal Care
brands’ packaging and advertising – worldwide. It comes as global research
into people’s experiences of the beauty industry reveals that using ‘normal’ to
describe hair or skin makes most people feel excluded.
These brands are also committing to end all digital alterations that change a
person’s body shape, size, proportions or skin colour, and to increase the
number of ads portraying people from diverse, under-represented groups.
In 2021, the first year of their Unilever Compass goal, they reached around 700
million people through their brand communications and initiatives to help
improve health and they’ll being and advance equity and inclusion.
➢ Showing leadership
They use their expertise to develop innovative, affordable products that can
help more people live healthier lives. For example, during the Covid-19
pandemic, they saw that people they’re searching for sanitizing laundry
products to combat the virus, so they introduced OMO laundry sanitizers. But
they know that products alone are not enough; people need to know how to
use them effectively. During the pandemic for example, Lifebuoy created
public service health campaigns to show people exactly how they needed to
wash their hands with any soap – not just Lifebuoy soap – to combat the
coronavirus.
Through their detailed research, they’ve shown that TV can be a potheyrful
source of influence – especially on helping young people and new parents to
form good habits early on. So, they devote airtime to encouraging people to
adopt healthy habits.
Across their business – from e-commerce to sourcing their palm oil sustainably
– they’re transforming their practices using digital technologies. Health and
hygiene are no exception. Backed by sound science, they’re using digital
platforms to get their life-saving messages across to more people in timely,
creative and cost-effective ways. Lifebuoy for instance, has started to offer free
doctor teleconsultations on pack and through its communications while their
Pepsodent toothpaste brand has trailed free WhatsApp dental consultations
during Covid-19 restrictions. And they’re learning more and more about how
to use text alerts and gaming to good effect.
They’re transforming their brands – not only unstereotyping their advertising,
but also using their insights to create programmes such as Glow & Lovely
Careers that empotheyrs women with skills or Dove’s initiative on the CROWN
Act to tackle deep-seated discrimination.
➢ Partnerships are crucial to systemic change
By joining forces with others who share their ambitions – including
governments, civil society and development agencies – they can have an even
bigger impact. For many years, they’ve worked with partners to scale up their
programmes and pilot new approaches.
Together with the UK government for example, they created the Hygiene &
Behaviour Change Coalition in response to Covid-19, bringing together many
partners to reach 1.2 billion people. In the US, Dove co-founded the Crown
Coalition in partnership with the National Urban League, Color of Change, and
Western Center on Law & Poverty to advance anti-hair discrimination
legislation called the CROWN Act.
They continue to push for what’s right through groups like the Toilet Board
Coalition and the Global Handwashing Partnership. Advocating policy changes
at major world events like the UN General Assembly (UNGA), World Economic
Forum and World Business Council for Sustainable Development also helps to
accelerate change.
They want to transform the systems that hold individuals back by advocating
new policies, laws and social norms that will promote health, they’ll being and
greater inclusion for all members of society. Their aim is to drive positive
change through their brands.
MARKETING STRATEGY OF HUL

Hindustan Unilever’s marketing strategy has been to focus on customer needs.

They have also focused on providing high-quality brands that offer consumers
value for money. The company has achieved success by focusing on the
customer and their needs rather than competitors’ products or services.
The article explains how a multinational company like Hindustan Unilever has
been able to maintain a successful global marketing strategy in the face of
rapid technological change. The company uses different marketing strategies
such as advertising, branding, and promotion to balance their business and
make sure that they remain successful for years to come.

Hindustan Unilever's marketing strategy vs competitors

Hindustan Unilever has a wide range of products that are sold across
geographies and categories. It also has a wide range of marketing strategies
which includes product launches and ad campaigns. The company also invests
heavily in research and development to keep up with the latest trends in the
market.
Hindustan Unilever’s competitors include Procter & Gamble, Reckitt Benckiser,
Colgate Palmolive, Nestle India Ltd., Johnson & Johnson, L’Oréal SA

Unilever's Marketing Mix

To start off the analysis on Unilever’s marketing mix breakdown, it is important
to understand what the company does. Unilever sells many different types of
products including detergents, home care products, food items and personal
care items like toothpaste. The company mainly focuses on three key areas –
innovation (innovating new products), customer experience and cost
leadership
Marketing Mix of Hindustan Unilever Limited
➢ Product Strategy of Hindustan Unilever Limited
Hindustan Unilever Limited (HUL) has been around for over 100 years and it
has built its success on the strength of its brands, like Dove, Lipton, and Surf
Excel. They have recently started to focus on product innovation instead of just
marketing innovation.
HUL’s product strategy is to develop products that are relevant to the needs of
the consumers in the market. They aim to create products that are not only
good for their customers but also create value for their shareholders.
The company has been focusing on developing new products that can be sold
at a higher price point which will help them maintain their leadership position
against competition.

➢ Price Strategy of Hindustan Unilever Limited

HUL was one of the first Indian companies to implement a price strategy when
it began pricing its products with a ‘value-based’ approach. This strategy has
been widely adopted by most Indian companies and has helped them gain
market share in India and abroad.
HUL’s pricing strategy is based on three categories: value, value plus, and
premium. The company believes that there is an increasing demand for
products that offer superior quality at affordable prices.

➢ Place & Distribution Strategy of Hindustan Unilever Limited

Hindustan Unilever Limited is an Indian multinational consumer goods
company with a market share of 5.1% in the overall branded consumer goods
industry.
Hindustan Unilever Limited has been ranked as the second most valuable
company in India, with a market capitalization of $61 billion.
The distribution strategy of Hindustan Unilever Limited includes a wide range
of products and services that are sold through modern retail channels, such as
supermarkets and hypermarkets, department stores, drug stores and
convenience stores.
Hindustan Unilever Limited also offers direct-to-consumer businesses such as
its online business Flipkart, amazon. The company’s portfolio includes more
than 400 brands which include well-known global brands like Dove,
The distribution strategy of HUL is to focus on the developing markets and
build strong brands for their products. They have strong distribution channels
which help them reach their target audience at lower costs.
HUL has been able to grow by focusing on emerging markets such as China,
Latin America, Africa and the Middle East.

➢ Promotion Strategy of Hindustan Unilever Limited

Hindustan Unilever Limited is a multinational consumer goods company. They
have been successful in managing their brand image and have also been able
to maintain their competitive edge by implementing a promotion strategy that
is unique, innovative and effective.
Hindustan Unilever Limited has a great deal of experience when it comes to
promoting its products. Their marketing strategy has been very effective in the
past and they are now looking for ways to improve it further. There are three
key focuses for their upcoming campaigns:
Engagement: The company wants to engage with consumers through
interactive content that will help them learn about the product benefits and
how they can use them.
Reach: The company wants to reach out to more people with this campaign.
Value: The company wants to create value for consumers so they offer low
prices or higher volumes.

Thank You.