Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.

1. Hindusthan Unilever
Limited
Case Study
Koushik Dutta
MBA Marketing
Sem-3, ID-265113021
School of Management Sciences, IIEST Shibpur

5. Company overview
 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 established 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 employs over 16,500
workers, whilst also indirectly helping to facilitate the
employment of over 65,000 people. The company was
renamed in June 2007 as “Hindustan Unilever Limited”.

6. Brands - hul
 The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its
brands include:

9. Brands - 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. 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), Lifebuoy (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 Easywash; Lakmé
eyeconic range; Vim Anti Germ bar;Pureit Marvella UV with Advance Alert System;
TRESemmé: For Salon style hair at home everyday; Clinic Plus: Milk Protein
Formula A++; Comfort 1 Rinse; Bru Exotica Guatemala; Closeup: Deep Action; Dove
Hair Fall Rescue Treatment; Taaza: Taazgi bhari chaai, dimaag khul jaaye.

10. © HUL

11. Brands - hul
 The company has a distribution channel of 6.3 million outlets and owns 35 major Indian brands.[8] Its
brands include:

12. SWOT Analysis
Strengths:
•Strong brand portfolio, price quantity & variety.
•Innovative Aspects.
•Presence of Established distribution networks in both
urban and rural areas.
•Solid Base of the company.
•Corporate Social Responsibility(CSR)
Weaknesses:
•"Me-too" products which illegally mimic the labels and brands
of the established brands.
•Strong Competitors & availability of substitute products.
•Low exports levels.
•High price of some products.
•High Advertising Costs.

13. SWOT Analysis
Opportunities:
•Large domestic market – over a billion populations .
•Untapped rural market.
•Changing Lifestyles & Rising income levels, i.e. increasing per capita income
of consumers.
•Export potential and tax & duty benefits for setting exports units.
Threats:
•Tax and regulatory structure.
•Mimic of brands
•Removal of import restrictions resulting in replacing of domestic brands.
•Temporary Slowdown in Economy can have an impact on FMCG Industry.

15. Our first priority is to our consumers, then customers,
employees and communities. When we fulfill our
responsibilities to them our shareholders will be
rewarded.

16. Question no 1
strategies HUL

21. 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.
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 & covers 5000 villages in 52
districts in different states.
• Market leader Hindustan Unilever (HUL) is setting up 14 new consumer clusters as part of an
aggressive initiative to drive growth across smaller but fast-growing markets cross India. Rural
markets contribute to 55% of the total FMCG consumption in India.

22. 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

23. 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
ishakti portal
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.

24. Question no 2
strategies for Pepsodent to compete with Colgate in
urban market

25. SEGMENTATION
• Rural Areas
• Urban Areas Geographic
• Normal Use
• Whitening
• Complete Care
Behavioural
• Pepsodent G
• Pepsodent Kids
• Pepsodent Milk Teeth Strawberry
Demographic
 Most of Pepsodents products are sold in the urban areas.
 The sales from the Urban areas constitutes approximately 80% of their income.
 Pepsodent spread awareness of the benefits of oral hygiene. This awareness would therefore help increase
its sales, in the rural areas

26. Geographical Segmentation
 The urban market for toothpaste is almost
stagnant.
 Hence for deeper penetration in the rural
markets they have taken the following
measures
Smaller 100gms packs priced at 10 rupees
Tooth campaigns at various schools in villages.
Behavioural Segmentation
 Variants to suit different consumer preferences
 G for Gum Care
 Germicheck for Cavities
 Whitening for White teeth
Age
 Pepsodent Kids
1. Barbie (pink color)
2. Superman (Blue color)
3. Tom & Jerry (Orange color)

27. TARGET MARKET SELECTION
 Pepsodent is currently into Selective Specialization
 Pepsodent Kids for kids
 Smaller and cheaper variants for rural markets
 Pepsodent complete for the educated urban consumer
 This type of Targeting means
targeting different markets
with different prducts.
Pepsodent positioning:
 Pepsodent was launched in 1993 by HUL to capture the market from Colgate.
 It was launched in the platform of Germ fighting property.
 Pepsodent have experimented with its positioning althrough its life.
 Ad Campaigns to supplement this positioning:
Lasting Protection for hours
Germ Fighting Campaign
Dental Insurance
Dishum Dishum
Bhoot Campaign

28. Five Product Levels
 Pepsodent has its products
which cover a large area
 Their products are
 Pepsodent Germicheck +
 Pepsodent Whitening
 Pepsodent 2 in 1
 Pepsodent G
 Pepsodent Kids

29. Colgate vs Pepsodent
 Colgate also has 4 other variants – Salt,
Herbal, Total and Cibaca Family Protection.
Pepsodent has no equivalents (Pepsodent
Complete has been discontinued).
 Pepsodent has the ‘2 in 1’ variant for which
Colgate doesn’t have an equivalent.
 Some of the variants mentioned above have
sub-variants which have a price variation of
1-2 Rs.
 Overall, Pepsodent is priced at the same
level as Colgate, however, they have
different selling points.
 Pepsodent has the ‘Offers protection
against germs’ angle while Colgate has the
‘Makes teeth stronger’ angle.
 Toothbrushes from Pepsodent as well as
Colgate are priced Rs.30-40. Oral-B, the
main competitor in this field, has
toothbrushes ranging from Rs.25 to over
Rs.50 due to greater product variety.

30. PRODUCT DISTRIBUTION CHANNEL

31. Strategies for Pepsodent
 Along with an offer of free dental check-ups, HUL is also planning to organise health camps involving
villagers to fortify its campaign.
 “To promote Pepsodent, we will also offer free samples to the villagers to try out the product and offer
discount coupons on wrapper redemption schemes,”
Discounts
 During their promotional offers, Pepsodent sells its products at a discounted price.
 Else they offer products with offers. E.g Buy 1 get 1 free or 150g + 150g = Rs 40 and not Rs 50

32. Future Prospects to Increase Its Sales
 1. A kit can be introduced along with a “Kids Stand” to hold only the
Pepsodent Kids toothpaste and toothbrush in sockets. The sockets must be
made to hold only the Pepsodent products.
 2. The Kids Stand can be introduced in variety of themes matching
different characters. The kit can also contain a booklet/ sheet depicting a
small story or characters description. The children view these as their toy
and also feel proud of owning it.
 3. Children generally use the toothbrush for 3 months but the toothpaste
gets over in a month considering 40 gm pack. Hence once the tooth paste
gets over, children refill the socket with Pepsodent Kids toothpaste in that
place

33. Question no 3
strategies for detergent power for rural mass

34. Indian Laundry Market - $1.3 billion
Euromonitor International:

35. Marketing mix
 The Marketing mix is a set of four decision variables which need to be taken before launching any new product.
These variables are also known as the 4 P’s of marketing. These four variables help the firm in making strategic
decisions necessary for the smooth running of any product / organization. These variables are
 Product: A product can be divided into three parts: the core product, the augmented product and the tertiary product.
Before deciding on the product component there are some questions which we might need to ask ourselves.
 What product are we selling?
 What would be the quality of we product?
 Which features are different from the market?
 What is the USP of the product?
 Whether the product will be branded as sub brand or completely new?
 What are the secondary products which can be sold along with primary (Warranty, services)
 Price: Pricing of a product depends on a lot of different variables and hence it is constantly updated. Major
consideration in pricing is the costing of the product, the advertising and marketing expenses, any price fluctuations in
the market, distribution costs etc
 Place: Place refers to the distribution channel of a product. The place where the product is distributed depends on the
product and pricing decisions, as well as any STP decisions taken by a firm.
 Promotions: Promotions in the marketing mix includes the complete integrated marketing communications which in turn
includes ATL and BTL advertising as well as sales promotions. Promotions are dependent a lot on the product and pricing
decision.

36. Marketing mix- price india price war
Flash back to the 80’s
The first Detergent War was fought in the
80’s when a small manufacturer in Gujrat
aggressively marketed a detergent powder called
“Nirma” Nationally at one-fifth of the price of
existing brands.
The launch changed the profile of the
Indian Detergent Industry.
Loss its Market Share

37. Brands
 Launched in 1969, Rin with the power of its thunderous lightning flash has become a household
name synonymous with dazzling white clothes.
 A Value added brand with different variants e.g. Rin matric & Rin advanced.
 Rin has won a number of accolades, the most recent being voted as the Most Preferred Detergent
brand in India at the Awaaz Consumer Awards in 2006.
 Sunlight, A Heritage brand launched in 1888
 In the form of detergent cake.
 Value added brand i.e. priced over Wheel but below Rin.
 Famous in WB & Kerala
 Wheel, low priced detergent.
 Introduced in 1987 to compete with Nirma.
 Surf Excel, launched in 1948 under the brand name ‘Surf’ in Pakistan & in 1959 launched in India as
a first detergent powder. Initially, the brand was positioned on the clean proposition of “washes
whitest”.

38. COMPETITORS
 SURF EXCEL: ARIEL
 WHEEL: NIRMA
 RIN: TIDE

39. Marketing mix- price india
The pricing strategy of the company for detergents have always been in accordance with its
competitor, consumers’ income level.
Surf excel
Liquid Detergent
Surf Excel Bar

40. Marketing mix- Promotion india  Quality Promotion about the products

41. Marketing mix- Promotion ndia  Free tips about Laundry Products

42. Marketing mix- Promotion india  Engaging their brand with people,
mainly with children

43. Marketing mix- Promotion india
 1st national detergent brand on TV
 Different format of communication
 Organizing various occasions like Children festival
 Sales promotion through aggressive pricing
 Quality centric approach i.e. Surf excel = 10 hands power.
 Very much engaged with society mainly children
 Providing tips for the children on outdoor games
Dag Achhe Hain – The tag line of Surf excel

44. Marketing mix- Promotion india CHILDREN’s Surf Excel

45. Marketing mix- Promotion india Why “DAG ACHHE HAIN”???
Dag of #Achaar, #Paint & #Clay are not big deal for Surf Excel to remove.
So, enjoy the moment of DAG.
Dag ache hain!

46. Marketing mix- Promotion india

47. Marketing mix- Place india
 HUL distribution network – key strength
which helps reach out its product across the length and width of the vast country.
 Direct coverage in over 1 million retail
 80000 stockiest
 30000+ supplier and associates
 Available in every shopping mall, retail stores like BIG BAZAR, MORE etc.
 Network
 Factory »»» Company »»» Warehouses »»» Distributor »»» Market
 Factory »»» Wholesaler & Big retailers (Bulk Orders) »»» 35%
Sales

48. Thank you