Introduction

Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai,
Maharashtra. It is a subsidiary of Unilever, a British-Dutch company. HUL's products include
foods, beverages, cleaning agents, personal care products and water purifiers.

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20distinct categories in Home
& Personal Care Products and Foods & Beverages. The company Turnover is Rs. 20, 239 crores
(for the 15 month period January1, 2008 to March 31, 2009).

Hindustan unilever limited is a subsidiary of Unilever, one of the world’s leading suppliers
of fast moving consumer goods with strong local roots in more than 100countries across the
globe with annual sales of 40.5 billion in 2008. Unilever has about 52% shareholding in HUL.
Hindustan Unilever was recently rated among the top four companies globally in the list of
Global Top Companies for Leaders´ bya study sponsored by Hewitt Associates, in partnership
with Fortune magazine and the RBL Group.

The company was ranked number one in the Asia-Pacific region and in India. The mission that
inspires HUL's more than 15,000 employees, including over 1,400 managers, is to

“Add Vitality To Life".

The company meets every day needs for nutrition, hygiene, and personal care, with brands that
help people feel good, look good and get more out of life. It is a mission HUL shares with its
parent company, Unilever, which holds about 52 % of the equity.

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Company Profile

 Incorporated: 1933

 Industry: FMCG (HUL)

 Headquarter: Mumbai ,Maharashtra.

 Key People: Harish Manwani (Chariman)

Sanjiv Metha (MD & CEO)

• R&d Centres: Mumbai & Bangalore, India.

• Reach: 6.4 Million Retail Outlets.

• Revenue:₹34,487 crores (US$5.3 billion)

• Website :www.hul.co.in

• Employees: Over 65,000 direct & indirect employees

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 Vision of company
The four pillars of our vision set out the long term direction for the company where we want to
go and how we are going to get there:

• We work to create a better future every day

• We help people feel good, look good and get more out of life with brands and services
that are good for them and good for others.
• We will inspire people to take small everyday actions that can add up to a big difference
for the world.
• We will develop new ways of doing business that will allow us to double the size of our
company while reducing our environmental impact.

We've always believed in the power of our brands to improve the quality of peoples lives
and in doing the right thing. As our business grows, so do our responsibilities. We recognise
that global challenges such as climate change concern us all. Considering the wider impact of
our actions is embedded in our values and is a fundamental part of who we are.

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History

In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap bars,
embossed with the words "Made in England by Lever Brothers". With it began an era of
marketing branded Fast Moving Consumer Goods (FMCG). Soon after followed Lifebuoy in
1895 and other famous brands like Pears, Lux and Vim. Vanaspati was launched in 1918 and the
famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HUL in November 1956.HUL offered 10% of its equity
to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds
67.25% equity in the company. The rest of the shareholding is distributed among about three
lakh individual shareholders and financial institutions

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company had
launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was formed.
Brooke Bond joined the Unilever fold in 1984 through an international acquisition. The erstwhile
Lipton's links with India were forged in 1898. Unilever acquired Lipton in 1972 and in 1977

Lipton Tea (India) Limited was incorporated.

Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold through
an international acquisition of Chesebrough Pond's USA in 1986.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods and
Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods, with
significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the UB

Group and the Dollops Icecream business from Cadbury India.

As a measure of backward integration, Tea Estates and Doom Dooma, two plantation companies
of Unilever, were merged with Brooke Bond. Then in 1994, Brooke Bond India and Lipton India
merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and

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ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the
Wall's range of Frozen Desserts. By the end of the year, the company entered into a strategic
alliance with the Kwality Ice cream Group families and in 1995 the Milk food 100% Ice cream
marketing and distribution rights too were acquired.

Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring
culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998. The two companies
had significant overlaps in Personal Products, Specialty Chemicals and Exports businesses,
besides a common distribution system since 1993 for Personal Products. The two also had a
common management pool and a technology base. The amalgamation was done to ensure for the
Group, benefits from scale economies both in domestic and export markets and enable it to fund
investments required for aggressively building new categories.

In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the Amalgam
Group of Companies, a leader in value added Marine Products exports.

In 2007, the Company name was formally changed to Hindustan Unilever Limited after
receiving the approval of share holders during the 74th AGM on 18 May 2007. Brooke Bond and
Surf Excel breached the the Rs 1,000 crore sales mark the same year followed by Wheel which
crossed the Rs.2,000 crore sales milestone in 2008.

On 17th October 2008 , HUL completed 75 years of corporate existence in India. In January
2010, the HUL head office shifted from the landmark Lever House, at Backbay Reclamation,
Mumbai to the new campus in Andheri (E), Mumbai.On 15th November, 2010, the Unilever
Sustainable Living Plan was officially launched in India at New Delhi. In March, 2012 HUL’s
state of the art Learning Centre was inaugurated at the Hindustan Unilever campus at Andheri,
Mumbai.

In April, 2012, the Customer Insight & Innovation Centre (CiiC) was inaugurated at the
Hindustan Unilever campus at Andheri, Mumbai

HUL completed 80 years of corporate existence in India on October 17th, 2013

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Key players of FMCG
1 HUL (Hindustan Unilever Limited)

2 ITC (Indian Tobacco Company)

3 Nestlé India

4 GCMMF (AMUL)

5 Dabur India

6 Asian Paints (India)

7 Cadbury India

8 Britannia Industries

9 Procter & Gamble Ltd.

10 Marico Industries

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 Market share of FMCG

OTHER
19% HUL
DABUR 34%
4%
BRITANNIA
6%

NESTLE
8% ITC
29%

Product of company
Food

 Annapurna salt and spices

 Bru coffee
 Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
 Kissan squashes, ketchups, juices and jams
 Lipton tea
 Knorr soups & meal makers and soupy noodles
 Kwality Wall's frozen dessert
 Modern Bread, ready to eat chapattis and other bakery items(now
sold to Everstone Capital)
 Magnum (ice cream)

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Homecare Brands

 Active Wheel detergent

 Cif Cream Cleaner
 Comfort fabric softeners
 Domex disinfectant/toilet cleaner
 Rin detergents and bleach
 Sunlight detergent and colour care
 Surf Excel detergent and gentle wash
 Vim dishwash
 Magic – Water Saver

Personal Care Brands

 Aviance Beauty Solutions

 Axe deodorant and aftershaving lotion and soap
 LEVER Ayush Therapy ayurvedic health care and personal care
products
 Breeze beauty soap
 Brylcreem hair cream and hair gel
 Clear anti-dandruff hair products
 Clinic Plus shampoo and oil
 Close Up toothpaste
 Dove skin cleansing & hair care range: bar, lotions, creams and anti-
perspirant deodorants
 Denim shaving products
 Fair & Lovely skin-lightening products
 Hamam
 Indulekha ayurvedic hair oil
 Lakmé beauty products and salons
 Lifebuoy soaps and handwash range
 Liril 2000 soap
 Lux soap, body wash and deodorant
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 Pears soap, body wash
 Pepsodent toothpaste
 Pond's talcs and creams
 Rexona

 Sunsilk shampoo
 Sure anti-perspirant
 Vaseline petroleum jelly, skin care lotions
[12]
 TRESemmé
 TIGI

Water Purifier Brand

 Pureit Water Purifier

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Supply chain
Company’s Supply Chain agenda was centred on five core areas - Customer Service Excellence,
Creating Consumer delight by dedicated focus on quality, End to end cost savings programme,
Sustainability and Partner to win through continuous improvement with vendors. The service
delivery standards improved steadily with Customer-Case Fill-On-Time increasing to 95%. This
was achieved by developing a segmented approach and deploying

it across the business. Under the segmented approach, different combinations of

portfolios, geographies and customer channels were made. This resulted in a fit for purpose
strategy for each element of Supply Chain. Your Company continued to strengthen the processes
of Sales and Operation Planning (S&OP) and Innovation Process Management (IPM), which are
the foundation of your Company’s operational performance

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MARKETING STRATEGYOF HINDUSTAN UNILEVER LIMITED

1) HUL NEW GROWTH STRATEGY:

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2) SUSTAINABILITY STRATEGY
We have a long-standing set of values and principles that guides our behavior. These values
underpin our approach to sustainability. We have always been a business driven by a strong set
of values. Today those values are as important as ever. We now know that the well-being of
society and the environment is critical to our ability to grow.
Our Sustainability strategy Unilevers vision is to double the size of its business while
reducing the overall impact on environment. This new vision recognizes that the world is
changing, populations are growing and the rise in incomes is fuelling a growth in the demand for
consumer products.
Products like ours rely on an increasingly constrained set of natural resources,
whether it is fuel, water, or other raw materials. In Hindustan Unilever Limited (HUL), the
principle of Corporate Responsibility (CR) is an integral part of our commitment to all our
stakeholders, consumers, customers, employees, the environment and the society that we operate
in Today, India is battling multiple issues like water scarcity, poverty, and problems arising out
of low awareness of health, hygiene, and nutrition.
If these issues are not addressed soon, they will create insurmountable barriers to
business growth. We believe that helping society prosper and ensuring a sustainable future for
the planet goes hand in hand with our goal of ensuring growth that is competitive, profitable, and
sustainable for our organisation.

3) Winning with Customers

Hindustan Lever has historically had a strong bond with its customers. They have strengthened
this and reinvented the way they manage their distribution channels and their customers. The
sales structure has been transformed to leverage scale and build expertise in servicing Modern
Trade and Rural Markets.
They have also de-layered their sales force to improve the response times and
service levels. Their customers are serviced on continuous replenishment. This is
possible because of IT connectivity across the extended supply chain of about 2,000suppliers, 80
factories and 7,000 stockiest. They have also combined backend processes into a common
Shared Service infrastructure, which supports the units across the country. All these initiatives

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together have enhanced operational efficiencies, improved the service to the customers and have
brought us closer to the marketplace.

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 FIVE Ps OF MARKETING

Product
Satisfaction suffices. But delight dazzles the average company will compete for customer by
conforming to her expectation consistently. But the winner will surpass them by constantly
exceeding her expectation, delivering to her door step additional benefits which she would never
have imagined possible. Hindustan Unilever Ltd (HUL) offers such product.

The wide variety products offered by the company include:

 Bathing soaps: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears and Rexona.
 Laundry items: Surf Excel, Rin and Wheel.
 Skincare: Fair & Lovely, Ponds and Vaseline.
 Hair care : Sunsilk and Clinic
 Oral care : Pepsodent and Close up
 Deodorants : Axe and Rexona
 Colour cosmeticcs : Lakme
 Tea: Brooke Bond and Lipton
 Coffee :Bru
 Foods: Kissan, Annapurna and Knorr
 Icecream : kwality walls

Pricing

Make no mistake. Second P of marketing is not another name for blindly lowering prices and
relying on this strategy alone to increase sales dramatically. The strategy used by Hindustan
Unilever Ltd (HUL) is for matching the value that customer pays to buy the product with the
expectation they have about what the production is worth to them. Hindustan Unilever Ltd
(HUL) has launched various products which cater to all customer segments.

So every customer segment has different price expectation from the product. Therefore
maximizing the returns involves identifying right price level for each segment, and then
progressively moving through them

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Promotion

If an advertisement is to communicate effectively, the receiver must at least half want it to, and
be prepared to take step toward the sender. Effective advertising is rarely hectoring or loudly
explicit. It often both attracts and generates arm feelings. More often than not, a successful
campaign has a stronger element of the unexpected a quality that good advertising shares with
much worthwhile literature

To penetrate into the inner recesses of her memory, communication must firsten
sure exposure, grab her attention evoke her comprehension, grab her acceptance and then extract
retention competing with thousands of other units of communication trying to do the same

Finding showed that the adults felt too conscious to be seen consuming a product actually
meant for children. The strategic responses address the emotional appeal of the band to the child
within the adult. Naturally, that produced just the value vacuum that Hindustan Unilever Ltd
(HUL) was looking to fill.

Thereafter it was the job of the advertising to communicate customer the wonderful
feeling that he could experience by re-discoursing the careful, unself conscious, pleasure seeking
child within himself a graft these feeling onto the Ad campaign like
hasso to khul k hasso for closeupcream bathing bar for dove soap an ddaag ache hai for
surf excel have been sure shot winner with the audience.

It has also launched Pureit, a home water purifier which supplies drinking water without
boiling/need of electricity , As well as outdoor and radio ads, ad agency contract has created
communication for cinemas and even ATM machines for the brand.

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 HINDUSTAN UNILEVERS MARKET SEGMENTATION

Market place for any product is comprised of many different segments of consumers,
each with different needs and wants. Markets segmentation can be defined in a number of
ways such as
 Demographic variables (e.g. Consumers are groups, gender, material states income etc«)
 The lifestyle of consumers (i.e. their interests and activities) the benefits which
consumers look for in a product or on the occasions when the product might be consumed
 Hindustan Unilever (Ltd) takes into account all these factors when producing a range of
products. It targets different segments within the market, such as the
 Break segment products which are normally consume as a snatched break and often with
tea and coffee.
 Impulse segment these products are often purchase on impulse, used these and then. They
include product such as close up
 Take home segment this describes product that are normally purchased in supermarkets,
taken home consumed at a later stage

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 Market Leader Hindustan Unilever Ltd.

As mentioned in the above graph ,hul is enjoying the leader position in the market and is having
highest market share which are followed by the market challengers like dabur india ltd , nestle,itc
etc. in different categories of fmcg products like shampoos deos, coffee, dish wash etc.

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Financial Performance

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 Corporate social Responsibility
 Project Shakti
Project Shakti is an initiative to financially empower rural women and create livelihood
opportunities for them. It provides a regular income stream for the Shakti entrepreneurs and their
families. Your Company has trained thousands of Shakti Ammas across the villages in a bid to
develop an entrepreneurial mind-set and make them financially independent and more
empowered. Project Shakti has empowered nearly 70,000 Shakti Ammas complemented by
48,000 Shaktimaans. Shaktimaans are typically the husbands or brothers of the Shakti Ammas.
They sell products on bicycles in surrounding villages, covering a larger area than Shakti Ammas
can cover on foot.

 Fair and Lovely Foundation

The Foundation identifies academically exceptional girls from financially challenged
backgrounds and offers scholarships to the deserving candidates. To maintain integrity and
fairness, the selection is done by a panel of eminent personalities from diverse fields. In financial
year 2015-2016, the Foundation awarded scholarships to 200 deserving girl students. Till date,
1,200 girl students have been awarded scholarships.

 Livelihood Programme – Prabhat

‘Prabhat’ (Dawn) isa programme which focuses on development of local communities around
your Company’s manufacturing locations. Through Prabhat, HUL implements health and
hygiene, water conservation and livelihoods initiatives. By end of 2015, your Company covered
27 of its manufacturing locations through Prabhat, reaching out to 1.38 lakh people cumulatively.

 Rin Career Ready Academy:

Your Company launched the Rin Career Ready Academy in Tamil Nadu, Andhra Pradesh and
Telangana in 2015 with the aim to inspire, educate and equip the youth from modest
backgrounds with skills in English training, office dressing and interviewing. The programme
allowed all the participants to take the course by simply giving a missed call. Mobile was the key

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medium for administering the course which was provided for free to all participants. Deserving
individuals were put up for a more intensive face-to-face three week course, designed to suit
their needs. Over two lakh people were reached through this initiative.

 Ankur
Ankur was set up in 1993 as a centre by your Company’s Plantations Division at Doom Dooma
for special education for differently-abled children at Doom Dooma in Assam. Ankur provides
educational, vocational and recreational activities to such differently-abled children.

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 Bibliography

Website:
1) www.hul.co.in
2) https://www.hul.co.in/Images/annual-report-2015-16_tcm1255-
482421_en.pdf
3) https://www.hul.co.in/Images/annual-report-2016-17_tcm1255-
507593_en.pdf
4) https://www.scribd.com

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