Submitted To:- Submitted By:-

SOMC Department SACHIN PANWAR 1702570002

PANKAJ KATARIA 1702570003
NITESH THAPA 1702570020
MBA(2017 -2019)
OVERVIEW OF THE COMAPNY

 INCORPORATED: 1933
 INDUSTRY: Consumer Goods
 HEADQUARTERS: Mumbai, Maharashtra
 KEY PEOPLE: Lever Brothers(Founder) Sanjeev Mehta(CEO)
 TURNOVER: 35,218 CRS.
 PEOPLE: 18000 employees
 REACH: 7 Million Retail Outlets
 R&D CENTRES: Mumbai & Bangalore , India
 ENTREPRENEURSHIP
 Entrepreneurship is the process of designing,
launching and running a new business, which is
often initially a small business. The people who
create these businesses are called
entrepreneurs.
 Introduction to HUL
 Hindustan Unilever Limited (HUL) is India's largest FMCG
company.
 It includes products like foods, beverages, cleaning
agents and personal care.
 It has a sales of INR 34619 crores (financial year 2017-18)
 Unilever has over 67% shareholding in HUL
 It has over 35 brands spanning 20 distinct categories.
 As per market research two out of three Indians use HUL
products.
 History Of HUL
 In 1931, Unilever set up its first Indian subsidiary,
Hindustan Vanaspati Manufacturing
 Company, followed by Lever Brothers India Limited
(1933) and United Traders Limited(1935).
 These three companies merged to form HLL in
November 1956
 The company was renamed in June 2007 as
“Hindustan Unilever Limited”.
Which form of business ownership is
HUL?
 It is a company form of business ownership because
it includes three big companies.

 Three Mergers to form HUL are:

United Traders
Limited

Hindustan Vanaspati
Manufacturing Co. Ltd

Lever Brothers
 Lever Brothers
 Lever Brothers was a British manufacturing company
founded in 1885
 William Hesketh Lever (1851–1925) and James Darcy
Lever (1854–1916)
 Starting with a small grocery business begun by his
father
 Entered in soap business in1885 by buying a small
soap works in Warrington.
 Teamed up with a Bolton chemist, William Hough
Watson
 Invented new soap, using glycerin and vegetable
oils(Sunlight Soap).
Motivational Factor of Lever Brothers:
1. Passion
2. Self-Reliance
3. Personal Growth
4. Market Knowledge
5. Family role model William Hesketh Lever (1851–1925) James Darcy Lever (1854–1916)
Nature of goods offered by 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.
 Inventory control
 HUL plans monthly inventory management to beat
price volatility.
 Company has now moved to a continuous monthly-
planning cycle enabling it to manage the business
more dynamically
CUSTOMER RELATIONSHIP
MANAGEMENT
CUSTOMER RELATIONSHIP MANAGEMENT

 Refers to all strategies , techniques, tools, and

technologies used by enterprises for developing,
retaining and acquiring customers. This software
ensures that every step of the interaction with
consumers goes smoothly and efficiently in order to
increase the overall profits.
 CRM software
 CRM software is a special system with one primary
purpose – improving relationships with clients.
 Data are safely stored in a unified CRM database.
 Users can easily access and manage a highly
important data
Use of CRM for HUL
 Talisma CRM (HUL)
 Locally based in Bangalore, with additional
offices in Mumbai, Chennai, Delhi, and Kolkata
as well as global headquarters in Boca Raton,
Florida.
Methods to increase customer base
 Sustainable growth
 Grow the bottom-line ahead of top line
 Strong commitment to sustainable development
 Project Shakti:- Enabling direct rural reach
1. Small, scattered settlements and poor
infrastructure make distribution difficult
2. Over 500,000 villages not reached directly by HUL.
 Improve media-reach: 500 million Indians lack TV
and radio
HUL Market Share
Clip on CRM
 Meaning Of Consumer Behavior

 Consumer behavior is the study of how

individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and
services to satisfy their needs and wants.
Scope of Consumer Behaviour in HUL
 Understanding Consumer behaviour and marketing
management.
 Non profit and social marketing for sustainable
growth.
 Consumer protection.
 Expansion plan of HUL
 Hindustan Unilever has carved out 15 teams within
the organization for each category with separate
targets.
 Representatives from all functions including R&D,
sales and marketing, supply chain and finance.
 Strategy of countering regional competition helped
improve market share.
 PATANJALI THREAT
 HUL shifted focus to the ayurveda sector.
 Launched Lever Ayush last year, is also bringing a
new brand Citra, an organic skin care brand from
Indonesia.
 naturals variants under brands like Tresemme and
Fair & Lovely.
 Incremental growth of Rs 12,000 crore in the past
five years.
 Bigger than the overall turnover of most rivals
 RURAL FOCUS
 HUL gets more than a third of its sales from rural
markets.
 Growing twice as fast than urban areas.
 Their rural development policies are the main
reason.
 HUL Behaviour Towards Consumer

 Putting the safety of our products and our

consumers first.
 Putting consumers and customers at the heart of our
business.
 Quality is a shared responsibility.
 Building and maintaining excellent systems to ensure
the quality and safety of our products.
 Consumer Behavior Towards HUL:

 Decision making process

Problem recognition

Information search

Information evaluation

Decision

Post-purchase evaluation
Usage of the categories of personal care
products of Hindustan Unilever Ltd.

 It is clear from the above data that 24% of the respondents

used the soaps, 24% used the skin care products, 20% use oral
care products, 19% use the hair care products and 13 % use
the deodorant of Hindustan Unilever Ltd.
Preference of customers regarding soaps
Customers preference regarding skin care
products

 It is clear from the above data that 43% of the respondents

preferred Vaseline regarding Skin care products, 35% of the
respondents preferred Ponds regarding Skin care products,
22% of the respondents preferred Fair and Lovely regarding
Skin care products.
Frequency of purchase of HUL
products

 It is clear from the above data that 47 % of the

respondents purchase monthly, 29% of the respondents
purchase weekly, 13% of the respondents purchase daily,
11 % of the respondents purchase Fortnightly
BUSINESS ETHICS &
CORPORATE
GOVERNANCE
Corporate Social Responsibility Policy

 HUL is committed to operate and grow its business in

a socially responsible way.

 HUL vision is to grow our business whilst reducing the

environmental impact of our operations and
increasing our positive social impact.
 Corporate Social Responsibility
Principles
 Conducting our operations with integrity and
respect, in the interest of our stakeholders.

 Model is designed to deliver sustainable growth.

 HUL collaborate with stakeholders including

Governments, NGOs, IGOs, Suppliers, Farmers, and
Distributors
 Project Shakti

 We will increase the number of Shakti Entrepreneurs

that we recruit, train and employ from 45,000 in 2010
to 72,000 in 2020.
Rural Campaign and project shakti
Swachh Aadat Swachh Bharat

 The project is in line with Government of India’s

Swachh Bharat Abhiyan to promote good health
and Hygiene practices and aims to achieve the
Swachh Bharat goals by 2019.
 Safe Drinking Water

 We aim to make safe drinking water available and

affordable to people from economically weaker
sections of society in partnership with microfinance
and NGO partners in India.
 Corporate governance
 Transparency and accountability are the two basic
tenets of Corporate Governance.
 CSR Policy is governed by the Board of Directors.
 Corporate Vision
 We meet everyday needs for nutrition, hygiene
and personal care.
 Seek to inspire people to take small everyday
actions.
 Consumer and Customer Centricity is one of our
key beliefs.
 Company Policies

 Code of Business Principles

 Whistle Blower Policy
 Share Dealing Code
 The Board
 Role of the Board
 Board Composition
 Board Powers
1. To make calls on shareholders
2. To authorize buy-back of securities
3. To issue securities
4. To borrow monies;
5. To invest the funds of the Company;
6. To grant loans
7. To diversify the business of the Company;
 Duties of the Board
 To follow Articles of the company.
 To act in good faith
 Exercise independent judgment.
 Shall not attempt to achieve any undue gain.
 Board Procedures
 Meetings
 Video Conferencing
 Agenda
 Decision Making Process
 Managing Conflict of Interests
 Board Support
 Recording of Minutes
 Delegation of Powers
 Transparency and Disclosures
STRESS MANAGEMENT
 Defining Stress Management
 Stress management is a wide spectrum of techniques
and psychotherapies aimed at controlling a person's level
of stress, especially chronic stress, usually for the purpose of
improving everyday functioning.
 Reasons for stress in work place
 Long hours
 Heavy workload
 Changes within the organization
 Tight deadlines
 Changes to duties
 Job insecurity
 Lack of autonomy
 Boring work
 Insufficient skills for the job
 Over-supervision
 Harassment
 Different stress free measures
 Social Activity
 Quiet Time
 Flexi-time and Remote Working
 Workplace Wellness
 Benefits of stress free environment
 Healthy Office Relationships
 Improved Motivation
 Enhanced Decision-making
 Improved Organizational Leadership
 Decreased Absenteeism
 Improved Productivity
 Talent Retention
 Different Practices followed by HUL

 Career Break Policy

 Work place Facilities
 MAPS (Maternity and Paternity Support)
 Agile Working
 Lamplighter Employee Programme
 Career by Choice Programme
Advertisement &branding
management
 Different Strategy used by companies
 Advice Strategy
 Empathy Strategy
 Impact strategy
 Demonstration Strategy
 Competitive or Comparison Strategy
 Institutional strategy
 Advertising used by HUL
 Competitive Advertising
 Comparison Advertising
 Institutional & impact Advertising
 Competitive Advertising
 The goal of using competitive advertising is to
influence demand for a specific brand.
 The advertisers usually provide information regarding
a product’s attributes and benefits which may not
available from competing products
 Comparative Advertising
 Compares two or more competing brands on
one or more specific attributes, be it directly or
indirectly.
 Gives consumers a logical decision factor as
most of them do not want to make decisions.
 Institutional & and Impact Advertising
 Advertising designed to win an audience over to a
specific point of view is called institutional
advertising.
 Impact-based advertising seeks to give the user
something of value and create a positive
association with the product or service advertised.
 LUX (Brand)
Brand
A brand is the idea or image of a specific product or
service that consumers connect with, by identifying
the name, logo, slogan, or design of the company
who owns the idea or image.

Endorsement
 Endorsements are a form of advertising that uses
famous personalities or celebrities who command a
high degree of recognition, trust, respect or
awareness amongst the people.
• Lux beauty soap is a brand of Unilever and is
among the most popular soaps globally. That’s the
reason why it has always been branded in India as
“filmy sitaaron ka saundarya saabun (the beauty
soap of film stars)”.

• Lux soap was first launched in India by Lever

Brothers in 1909. The very first advertisement in 1909
featured Leela Chitnis as its brand ambassador
Faces Used
Products of LUX
 Lux became the choice of millions
 Lux has always targeted the concept and not a
particular gender.
 The soap has positioned itself as the ‘soap of
superstars’ which attracted its market.
 Lux has divided itself into two categories of Lux
beauty soap and International Lux.
 Lux has essentially focused on beauty, glamour and
stardom over the years.
 Reason for endorsing the ambassador

1. People like to see a familiar face on a product

2. People want to be like the celebrities
3. They open up new demographic
4. People remember the ads after seeing it
5. The belief of getting high quality product
 Model to explain brand endorsing
celebrity

attractiveness

credibility Consumer
Buying
behavior

Meaning
transfer
 Increase in Sale

Growth of sales and revenue from 2011- 2016

Comparative study of lux in market share

 first quarter of 2018

 Net Sales grew by 5% . Domestic Consumer Business (FMCG) growth was 6% .
 Earnings before Interest, tax, depreciation and amortization (EBITDa) grew by
14%.

 Profit After Tax for the quarter grew by 9 %.

SALES & DISTRIBUTION MANAGEMENT
Marketing
 Marketing refers to the activities of a company
associated with buying and selling a product or
service.
 It includes advertising, selling and delivering
products to people.
Marketing Mix
 The marketing mix refers to the set of actions, or
tactics, that a company uses to promote its
brand or product in the market.
 Marketing Mix of HUL
Product Strategy
 Wide variety of products.
 Daily use products.
 Cheap as well as high cost products.
 Produts for every gender
 Products of every age group
Product Mix Of HUL
Product Life Cycle of Lux Soap
Price Strategy

 simple pricing policy of low cost products.

 simply cut down on costing because of its wide
and far-reaching distribution policy.
 competitive pricing policy (according to
competitor price).
 various products at numerous price ranges.
Place (Distribution) Strategy
 Vast distribution network that includes at
least two million outlets directly and 7.7
million retail shops.
 Direct selling network called Hindustan
Unilever network (HUNL).
 Reach the innumerable potential consumers
in urban regions and in rural areas.
 Local warehouses are set up at convenient
places.
HUL Manufacturing Locations
Promotion Strategy
 Coupons are attached with local newspapers to
advertise.
 Electronic media for its promotions.
 Detailed and complete information about the
product.
 Lowered prices of introductory
products.
 Celebrity endorsement.
DIGITAL MARKETING
 E COMMERCE

 It is an online commercial or sales transaction

that takes place between the supplier and the
customer.
 Types Of E commerce
 Business-to-Business (B2B)
 Business-to-Consumer (B2C)
 Consumer-to-Consumer (C2C)
 Consumer-to-Business (C2B)
 Business-to-Business (B2B)

 Electronic transactions and dealings related to

the goods and services.
 Between one business to another business.
 Business-to-Consumer (B2C)

 Transactions and relationship between

businesses and the end customers.
 Consumer-to-Consumer (C2C)

 Transactions of products and services between

two customers.
 OLX is a big example.
 Consumer-to-Business (C2B)

 Individuals make their items or services and sell

them to companies.
Employment of several strategies that make it
easier for search engines like Google to index
your website and serve it up to people
looking for the information it offers.
 Differences Between
On-Page and Off-Page SEO
 On-page SEO describes the manipulations you
make directly to a web page to facilitate higher
ranking.

 With on-page SEO you have full control, but with

off-page SEO you do not.
 On-Page SEO Ranking Factors
 Page Quality
 Keywords
 Relevancy
 Page Structure
 URL Structure
 Internal Linking
 Page Performance
 Off-Page SEO
 Back links
 Domain Authority
 Thrive Hive
(combines human expertise and easy-to-use
technology)
 MARKETING STRATEGIES Of HUL
 Define the target population
 Test your audience
 Consider marketing strategies
 Evaluate those strategies
 Types of marketing strategies
 Paid advertising
 Cause marketing
 Relationship marketing
 Internet marketing
 Diversity marketing
Management Information
System
 A management information system is an
information system used for decision-making,
and for the coordination, control, analysis,
and visualization of information in an
organization; especially in a company.
 Types of Information
Descriptive Information
( What is…..? )

Diagnostic Information
( What is wrong…? )

Goals

Predictive Information
( What would happen if…? )

Prescriptive Information
( What should be done…? )
 MIS at HUL
Software requires:- SetuGatepass

 Name, Age, Sex, Qualification

 Arriving & Departing Time
 Name of Concerned Person
 Photo Identification
 Purpose of Meeting
2. MFG/PRO Software by SAP Labs is used for
 General Ledger

 Accounts Receivable

 Accounts Payable

 Multiple Currency

 Cost Management

 Cash Management

 Fixed Assets

 Global Tax Management

 MFG Software Process
Getting Online Raw Material
Quality Control
Order Management

Pending

Accepted Rejected

Payment to Dispatch Raw Material Back to

Supplier Info. transferred to P.U. Supplier
PAY-GINI Software for HR
 Attendance
 Salary
 Calculating Emoluments & Accounts of
Employees
 Benefits for HUL Of Using MIS
 Improved Performance
 Management can have Overview of entire
operation
 Managers can get feedback about their
performance
 Comparison of results to planned performance
can be used for maximising benefits
 Better alignment of business processes to
customer needs.
Contemporary Issues
Discussion
 HUL Uses “Command Centre” For
Social Media Marketing
 Perfect use of latest Digital Technology.
 Perfect Use of Digital Campaigns.
 Set high standard for the competitors.
 Huge product portfolio.
 Huge investment on digital marketing.
 Business Objective For Going Digital
 Using digital framework “Turbo charging Digital”.
 Capture the digital world of customers.
 Increase sale and revenue.
 Using Amazon, flipkart to increase sale.
 Mindshare Fulcrum media planning partner.
Thank You