Brand analysis of HUL ( hindustan unilever limited)

2. • Hindustan Unilever Limited (HUL) is an Indian consumer goods company
headquartered in Mumbai, India. It is a subsidiary of Unilever, a British
company. Its products include foods, beverages, cleaning agents, personal
care products, water purifiers and other fast-moving consumer goods.
• HUL was established in 1931 as Hindustan Vanaspati Manufacturing Co. and
following a merger of constituent groups in 1956, it was renamed Hindustan
Lever Limited. The company was renamed in June 2007 as Hindustan
Unilever Limited.
• As of 2019 Hindustan Unilever's portfolio had 35 product brands in 20
categories.
• The Hindustan Unilever Research Centre (HURC) was set up in 1966
in Mumbai, and Unilever Research India in Bangalore in 1997. In 2006, the
company's research facilities were brought together at a single site in
Bangalore.
• HUL is one of the country's largest exporters; it has been recognized as a
Golden Super Star Trading House by the Government of India.

3. • Tag line - look good, feel good and get more out of life.
• On any day, 2.5 billion people use Unilever products.
• 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.
• Annual turnover -38785 crores in Indian rupees.
• HUL has 21000 employees in India.
• HUL has more than 50,000 SKU’s.

4. KISSAN
COMFORT
LIPTON
TAJ MAHAL
BRU
WHEEL
DOMEX
RIN
VIM
AXE
LEVER
AYUSH
INTERNATIONAL
BREEZE
CLOSE UP
DOVE
GLOW AND
LOVELY
HAMAM
PONDS
LUX
LIRIL
LAKME
VASELINE
SUNSILK
TREsemme
Surf excel

5. HUL COMPETITORS
• PATANJALI AYURVED (DIRECT COMPETITOR)
• P&G
• DABUR LTD.
• NESTLE
• EMAMI LIMITED
• L'Oreal
• ITC
• Colgate-Palmolive

6. PATANJALI AYURVED
(DIRECT COMPETITOR)
• Patanjali ayurved considered as because it has
range of more than 2500 products.
• Patanjali has captured 30-40 percent HUL’s
market as it is Indian brand as well as ayurvedic
and natural raw are used to make products.
• Also the price of patanjali products are similar to
one of hul’s product.
• The biggest competitive edge for patanjali is
their brand ambassador - baba ramdev and
balakrishna.
• Annual turnover of 10,216 crore.

8. • PAN PYRAMID STRAGGLING PORTFOLIO
Tea Processed Food Ice Cream

9. • Pushing consumer for more usage
INCREASED PRODUCT CATEGORY AVAILABLE IN VARIOUS SIZE

10. • Compelling Communication

11. • Highlighting Benefits
2 in 1 shampoo ( shampoo &conditioner) Noodles wala soup
Consist of 5 natural ingredients

12. • PRICING POLICY OF HUL
1. SIMPLE PRICING POLICY OF LOW COST PRODUCTS
PRICE OF 175ML SHAMPOO IS Rs84
Price of 6.5ml sachets is rs 1

13. 2. COMPETITIVE PRICING POLICY

14. 3. OFFERS BRAND

15. 4. DISCOUNT OFFER

16. • DISTRIBUTION OF HUL
CARRYING & FORWARDING
AGENTS
REDISTRIBUTION STOCKIST
CONSUMER
RURAL
RETAILERS
WHOLESALERS
URBAN
RETAILERS
HUL

17. TYPE OF RETAILERS
• MODERN TRADE RETAILER
1. A retail store with bulk purchase
2. Sales volume is more than 10 lakhs monthly
3. Company manufacture some exclusive
product range only for them.
4. Additional discount on achieving targets.
5. E.g.- Metro and best price

18. • ORANGE STORE
1. They have turnover of more than 1 lakh
monthly.
2. They get display schemes and additional
offer on purchasing a particular goods in
particular quantity.
3. HUL perform sample and promotion activity
on this counter.
4. E.g. - prem cosmetics and ondoor

19. • Normal Retail Store
1. Normal retail store known as kirana shop.
2. Turnover is low .
3. They provide only margin to such stores.
4. No additional benefits
5. E.g. pappu kirana store

20. Marketing strategy of HUL
# Total Productive Maintenance

21. MISSION SHAKTI

22. #Free To Love

23. #Go Safe Outside

24. #Swachh Aadat Swachh Bharat

25. SOCIAL MARKETING
# FAIR & LOVELY TO GLOW & LOVELY

26. #Project Sunlight