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Three popular products of hindustan unilever ltd and
1. THREE POPULAR PRODUCTS OF
HINDUSTAN UNILEVER LTD WHICH
ARE SELLING LIKE HOT CAKES AND
THE MARKETING STRATEGY
FOLLOWED BY THE COMPANY FOR
MAKING THE PRODUCT SUCCESS
PRIYA MOHAN
MACFAST
2. INTRODUCTIONINTRO
India's largest Fast Moving Consumer Goods company with 100 factories across India.
In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
HUL formed in November 1956;
The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.
one of the country's largest exporters and recognised as a Golden Super Star Trading House
The mission – “add vitality to life.”
5. • Lux – HUL Toilet Soap
• Lakme – HUL Cosmetics
• Close up – HUL Oral Care
These are the three popular products
of Hindustan Unilever Limited
6. • HUL is the market leader in the soap segment
in India
• LUX is one of the Toilet Soap by HUL
• The competitors brands of Lux are Santoor
and Chandrika
7. •Lux was launched in UK in 1899 as a Laundry soap to wash delicate(silk) clothes in home.
•In India, Lux launched in 1929 & it has proved to be a powerful brand in beauty soap segment.
•From the starting, it has been claimed as “The Beauty Soap Of Film Stars”.
•In 2006, Lux was awarded as Awaz consumer Award 2005 as the most preferred toilet soap.
8. Named after the French opera Lakmé
Lakme started in 1952 as a 100% subsidiary of Tata Oil Mills
In 1998 Tata sold off their stakes in Lakmé Lever to HLL
It offered a range of cosmetics with nail polishes & lipsticks
from the early 80’s
It has introduced a range of skincare products from 1987.
Competitors :
Revlon, Maybelline,L’Oreal
9. Closeup is the original youth brand of India.
The first brand targeting youth in the oral care market, with an edgy and
youthful image which stays relevant till date. Ever since its launch in 1975
Closeup was the first gel toothpaste to be launched in India and has led
the gel toothpaste segment ever since.
Closeup became the first Gel toothpaste with Fluoride in the Indian
Market!
The brand umbrella also includes Closeup Lemon Mint, gel toothpaste
with the whitening benefits of lemon.
The latest entry in the Closeup stable is Closeup Milk Calcium –
revolutionary new toothpaste with the goodness of milk calcium
The Competitor brands of closeup are colgate, Dabur
Red,Anchor,Meswak
11. 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.
• Build segments & market for the future where
Unilever has strong expertise.
12. For long term benefits, HUL started Project Streamline
in 1997.
MARKETING STRATEGIES OF HUL
FOR RURAL INDIA
Project Shakti, partnership with Self help
groups of Rural women & covers 5000
villages in 52 districts in different states.
Appointed 6000 Sub-stockists that directly covers
about 50,000 villages & 250 million customers.
Integrate Economic, Environment & Social objectives with
Business agenda.
13. 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
14. EVERYDAY I WILL SELL.
EVERYDAY I WILL
EARN.
MONEY. RESPECT
1
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 n hygiene education through shaktivani program
Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women
entrepreneurs and generating Rs.700-1000 per month to each women.