A STUDY ON MARKETING

STRATEGY OF HUL
PRESENTED
BY
VIJAYARAGAVAN M
INTRODUCTION
• Marketing strategy of a firm is the complete and unbeatable plan or
instrument designed specifically for attaining the marketing
objectives of the firm.
• Marketing strategy means the game plan that the market will use in
attaining the objectives of the business.
NEED
• To understand the marketing strategies, followed by the company.
• To find the awareness to the people of the company products.
SCOPE
• The study describes, the marketing strategy followed by the
company.
• The study gives the information about, how much people aware to the
company products.
LITERATURE REVIEW
• A.Saratha, Dr.K.Kamalakannan (April 2018) The study reveals that ponds, Fair &
Lovely, Lakme, clear, dove, Hamam, close up and axe are the preferred brands of
personal care products of HUL provide Satisfaction to the consumers in the way
of price, Quality and availability of the product.

• Shukla Priteshkumar Y(2016). in his research topic “An empirical study of

selected customers on rural marketing strategies of selected products of
Hindustan Unilever Limited (H.U.L.) in Gujarat”
LITERATURE REVIEW
• Bhatta and Jaiswal., (1986) “A Study of an Advertising Impact and
Consumer Reaction” analyzed that the reaction consumers towards
washing powder advertising and purchase behavior of consumers
in Baroda city.
• Khoo Khay Hooi (2012), “Customer loyalty, satisfaction and
marketing mix: Empirical evidence from Infant formula
Industry”. The author done his study around the main objective, that
is to determine whether customer satisfaction, customer loyalty and
marketing mix are inter-related.
INDUSTRY PROFILE
• Fast-moving consumer goods (FMCG) sector is India’s fourth-largest sector and has been expanding
at a healthy rate over the years as a result of rising disposable income, a rising youth population,
and rising brand awareness among consumers.
• FMCG market reached US$ 56.8 billion as of December 2022. Total revenue of FMCG market is
expected to grow at a CAGR of 27.9% through 2021 to 2027, reaching nearly US$ 615.87 billion.
urban segment-65%
rural segment-35%
• Some companies
 ITC Limited
Godrej Consumer Products Limited
Parle Biscuits Pvt. Ltd
Nestle India
Britannia Industries Limited
COMPANY PROFILE
• Hindustan Unilever Limited is a listed public company incorporated on 17 October, 1933.
• HUL is a subsidiary of UNILIVER
• Total employees 21,000
• Hul consolidated December net sale at Rs.15,597 crore, up 16.06% y-o-y
• Mr. Sanjiv Mehta is the CEO of Hindustan uniliver limited
• Boost, Horlicks, Lipton, Bru, Brooke Bond Taj Mahal, Kwality Wall’s
RESEARCH METHODOLOGY
RESEARCH OBJECTIVES
• To study the marketing strategies adopted by Hindustan uniliver limited.
• To analyse the awareness of consumer regarding Hindustan uniliver limited
products.

RESEARCH DESIGN
The research available is descriptive method and survey (questionnaire)
RESEARCH METHODOLOGY
SAMPLING TECHNIQUE
The sampling technique which has been used in this research is
conveneance sampling

SAMPLE SIZE: 120

SAMPLE AREA: TIRUCHIRAPPALLI

LIMITATION
• The tiruchirappalli market was too vast and it was not possible to cover each and every
• Generally, the respondents were busy in their work and were not interested in responding.
• Respondents were reluctant to disclose complete and correct information about themselves.
• The research was conducted in present prevailing conditions. There can be some fluctuations in
the market, which can offset the findings.
• The project is carried out for the period of 90 days only.
• Some of the respondents would not respond due to lack of interest. The sample unit was also 120
respondents.