DIVVY JHA & SAKSHAM

SRIVASTAVA

PRINCIPLES OF MARKETING
PROJECT

HINDUSTAN UNILEVER LIMITED

ABOUT THE COMPANY

 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 establish 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 employees over
16,500 workers, whilst also indirectly helping to facilitate the
employment of over 65,000 people. The company as renamed in June
2007 as “Hindustan Unilever Limited”.

 The company has a distribution channel of 6.3 million outlets and owns
35 major Indian brands.

 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), LifeBoy(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 Easy
wash: Lakme eye conic range; Vim Anti Germ Bar; Pureit Marvella UV
with Advance Alert System; TRESemme: For salon style hair at home
everyday; Clinic Plus: Milk Protein Formula A++; Comfot1 Rinse; Bru
Exotica Guatemala; Closeup: Deep Action; Dove Hair Fall Rescue
Treatment; Taaza: Taazgi bhari chai, dimag khul jaye.

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 etc.
 Built 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 &
cover 5000 villages in 52 districts in different states.
 Market leader Hindustan Unilever (HUL) is setting up 14 new consumers
cluster as part of an aggressive initiative to drive growth across smaller
but fast-growing markets cross India. Rural markets contribute 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

Shakti (Changes lives in Rural India):

 Started in 2001, Shakti is HUL’s rural initiative, which targets small

villages with population of less than 2000 people or less.
 Micro-Enterprise opportunities for rural women
 Providing health and education through shaktivani program
 Shakti has already been extended to about 15 states, 80,000 villages in with
45000 women entrepreneurs and generating 700-1000 per month to each
women.
 Part-B

Category Green Organic Fair-Trade

Product Product Product
Meaning Green An organic Fair trade is an
products are product is made institutional arrangement
those that from materials designed to help
have less of produced producers in developing
an impact on by organic countries achieve better
the agriculture. trading conditions.
environment There are Members of the fair trade
or are less different types movement advocate the
detrimental of organic payment of higher prices
to human products. to exporters, as well as
health than However improved social
traditional organic product and environmental
equivalents. is more known standards. The movement
Green for food items focuses in particular on
products like organic commodities, or products
might, grocery, organic which are typically
typically, be vegetables, exported from developing
formed or organic certified countries to developed
part-formed food etc. Most countries, but also
from appropriately consumed in domestic
recycled organic products markets (e.g. Brazil, India
components, can be explained and Bangladesh) most
be as any products notably handicrafts, coffe
manufacture that is made or e, cocoa, wine, sugar,
d in a more cultivated fresh fruit, chocolate,
energy- organically flowers and gold.
conservative should be
way, be treated as an
supplied to organic product.
the market
with less
packaging,
or be
manufacturd
from local
materials to
reduce the
need for
 transportatio
n and reduce
carbon
footprints
(or all four).

Symbols
Examples
PERSONAL
CARE