Presented By:GYANENDRA KUMAR AADITYA SINGH JYOTI PANWAR RAMAN KUMAR PUSPENDRA

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

Founded in 1837, Procter & Gamble is one of the largest consumer products companies in the world. P&G has operations in more than 80 countries, with more than 300 brands on market in 160 countries. These include beauty care, household care and Gillette products.

HUL LAUNDRY CARE

Pioneer in Indian detergent powder. Constantly upgraded itself. e.g. Surfexcel Blue, Quick wash,

 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.

 Low priced detergent. Introduced in 1987 to compete with Nirma.

COMPETITORS
Vs

SURF EXCEL: ARIEL WHEEL: NIRMA

Vs

RIN: TIDE

MARKETING STRATEGIES OF HUL

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.

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.

P&G LAUNDRY CARE

WHAT P&G DID?....

Rapid pace of product extension Complex product line Not understanding the local markets mindset while renaming the product Halted its new product launches Pulled out non performing brands Followed standardization & variation in price

Controlled cost to increase sales

WHAT IT SHOULD HAVE DONE?....

Understanding domestic market, their needs Research on the potential market/customers

Check out whether sufficient resources are available Cost incurred and ability of the company tomeet the cost

SWOT Analysis:
Strengths, Weaknesses, Opportunities, Threats
Location of Factor Types of Factors Favorable Unfavorable

Internal

Strengths: Diversified brand portfolio Research and Development Global Operation Strong Distribution Network

Weakness: Online media & Leadership Dependency Missing Opportunity Weakness in beauty care division
Threats: Competition No new product innovation Government regulation

External

Opportunity: Diversification Capitalizing on online media Growth in Indian FMCG market Environment concern

PRODUCT DIFFERENTIATION
WHAT MAKES P&G DIFFERENT FROM OTHERS?

BRAND LOYALITY DISTRIBUTION CHANNEL INNOVATION PRICING STRATEGY QUALITY OF THE PRODUCT

Typical Distribution of P&G Products

Manufacturers (PGHH Ltd.India)
Marketing Agents - State wise

Retailers/Wholesalers/Distributors
Chemists Shops, Provision Stores , Retail Outlets, Big Markets etc

19

Intensive distribution
PGHH Ltd, is following this strategy in india. As the company manufactures the FMCG convenience/ necessity goods. As these serve the necessity goods hence there is lesser/no brand loyalty from the customers side, so the distribution network of the company needs to be very strong and proactive.

Promotion strategy
P&G insists on a pull strategy Heavy advertising and media pioneer Advertising creativity P&G A click mortar company Coupon

Pricing strategies
Understand how companies find a set of prices that maximizes the profits from the total product mix. Learn how companies adjust their prices to take into account different types of customers and situations. Know the key issues related to initiating and responding to price changes.

Company Name

Net Sales
(in Rs. Crore) FY'08 Growth (%) FY'08 FY'07

Net Profit
(in Rs. Crore.) FY'08 Growth (%) FY'08 FY'07

Operating Profit Margin

(%) FY'08 (%) FY'07

HUL

13880.56

13.36

9.38

1769.06

-4.65

31.76

14.95

14.74

Proctor and Gamble

643.95

18.54

-4.98

131.42

46.3

-35.6

27.75

24.14

Thank you for your time....