Professional Documents
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FMCG Industry
FMCG products are products that have quick shelf turnover, at relatively low cost and dont require a lot of thought, time and financial investment to purchase FMCG Industry mainly deals with production, distribution & marketing of packaged goods to all consumers
Britannia India Ltd (BIL) Dabur India Ltd Indian Tobacco Corporation Ltd (ITCL) Marico Nirma Limited
Cadbury India Ltd (CIL) Cargill Coca Cola Colgate-Palmolive India H J Heinz Co Hindustan Unilever Ltd (HUL) Nestle India Ltd (NIL) PepsiCo Procter & Gamble Hygiene and Health Care Limited
HUL Mission
Mission Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.
Customer and Supplier Management Satisfying customers Management of the total supply chain
Personal Products
Hair care
Market Share: 47%
Skincare
Market Share: 52%
Brand Surf Rin Sunlight Wheel Vim Domex Lifebuoy Lux Dove Pears Breeze Liril Hamam Clinic Shampoo Dove Sunsilk Ayush Ponds Fair & Lovely Lakme Skin Care Vaseline Aviance
Comment Patented Technology, Premium Segment Largest Selling detergent bar Unilevers oldest, first brand WB, Kerala Largest Selling Indian detergent First & largest selling dish washer bar Worlds largest selling Soap Global brand Global Brand: Premium, Skin friendly Premium Segment Basic Segment Focuses on young female population South Indian Regional Brand TN Indias largest selling shampoo (D,ND) Global Brand: Premium, Hair friendly Largest beauty shampoo brand Herbal - Doing well in South India Global brand, First mover (1947) Patented Formulation, Asian brand Bought from Tatas, Salon Business Global brand, Monopoly in Indian Petro-Jelly Customized Personal care Solutions
Sub-Segment Toothpaste
Brand Close-up Market Share: 30% Pepsodent Toothbrush Deodorants Axe, Rexona Colour Cosmetics Lakme Market Share: 32% Infant Care Huggies Feminine Care Kortex Processed Foods Kissan Knorr Annapurna Beverages Tea Market Share: 23% Coffee Ice Cream & Gelato, Share: 45% Market Quality Walls Bakery Products Brain Food Amaze
Comment Indias first Gel, Youth brand Second largest selling toothpaste Clear leader in deodorant segment Natural Colorants Late entrant - Smaller Player Jam Squeeze, Ketchup Soups & Ready to Cook Salt, Flour 3 Roses Mindsharp, Taj, Brooke Bond, Lipton Bru
Demographic advantage of India Creating new markets Lakme Beauty Salons Moving from products to Services in Premium segments Ayush Therapy Moving from products to Services in Centres Premium segments
HUL Financials
HUL Financials
SWOT Analysis
STRENGTHS
SWOT Analysis
WEAKNESSES
SWOT Analysis
OPPORTUNITIES
SWOT Analysis
Existing markets
New markets
BCG Matrix-HUL
Processed foods Colour Cosmetics
Hair Care Skin Care mium Soaps & Laundry Deodorants Water (PureIt)
Sea-food exports
Structure
Board at the apex-Headed by Chairman, comprising 5 whole time Directors and 5 independent non-executive Directors. Divisions: Each division is self-sufficient with dedicated resources and assets in sales, marketing, commercial, and manufacturing. Each category and each function - Sales, Commercial, Manufacturing - is headed by a Vice President.
For managing sales operations, HUL divides the country into four regions, with regional branches in Delhi, Kolkata, Chennai and Mumbai. In Marketing, each category has a Marketing Manager who heads a team of Brand Managers dedicated to each or a group of brands. Each Division has a nationwide manufacturing base, with each factory peopled by teams of Production, Engineering, Quality Assurance, Commercial and Personnel Managers.
Systems
Substantial investments in IT-based sales system Every salesman now books orders on a palmtop All orders are fed into a central database from the distributor point. This extensive network is installed at all 3,500 distributor pointswhich makes for accurate on-the-fly demand projections and helps avoid stock-out losses.
Style
Nitin Paranjpe- Youngest CEO & MD 'CEO Factory-Produced many business leaders HUL's leadership development model has groomed managers by providing a well-rounded view of the business through job rotation and various new assignments. The system was designed to identify fast-trackers, who were called the Lever listers and groom them for handling greater responsibilities. For every position, typically three people competed.
Shared values
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. Unilever has earned a reputation for conducting its business with integrity and with respect for all those whom our activities affect. Singular belief that what is good for India is good for HUL. It has strategically introduced new products on think global and act local concept Deep roots in local cultures and markets around the world give it a strong relationship with consumers.
Staff
15,000 employees, including 1200 managers, 200 scientists.
HUL has a strong management bandwidth having a team of professionals for each SBU. At HUL, career paths are designed such that they will build employees into business leaders. Employees would start from a managerial level in any of the following functions: commercial , technical, sales & marketing, IT, HR
The objective of each path is however the same: to give the employee a strong foundation so that she would be in a position to take on complete ownership for a brand or a unit.
Skills
Has in-house manufacturing as well as outsourcing R&D support from parent company Large distribution network Strong management
HUL Strategy
1.Leverage brand portfolio and consumer understanding by
Straddling the pyramid & deploying full portfolio Driving consumption & penetration opportunity Build markets and capabilities for the future Leverage Unilever scale and know how
3.Drive increased execution rigour 4.Step-up in cost efficiency initiatives 5.Integrate economic, environment & social objectives with business agenda
Although HUL is market leader in most of the category, its loosing its market share.
Channels of Tomorrow
Project Shakti : HUL's partnership with Self Help Groups of rural women. Hindustan Unilever Network (HUN): Direct Selling Channel - Home & Personal Care and Foods. Out-of-Home : Alliance with Pepsi Co. Vending machine for hot beverages like tea and coffee. Health and Beauty services :
Lakme Salons provide specialised beauty services and solutions. Ayush Therapy Centres easy access to authentic Ayurvedic treatments and products.
7,000 redistribution stockists covering about one million retail outlets. The general trade comprises grocery stores, chemists, wholesale, kiosks and general stores. Hindustan Unilever provide tailor made services to each of its channel partners. HUL is using the point of purchase method for much higher level of direct contact, through in-store facilitators, sampling, education and experience.
For this, stockists have been connected through an Internet-based network, called RS Net, for online interaction.
Distribution Strategy
Distribution at the Villages The company has brought all markets with populations of below 50,000 under one rural sales organisation. The team comprises an exclusive sales force and exclusive redistribution stockists. The team focuses on building superior availability of products. In rural India, the network directly covers about 50,000 villages, reaching 250 million consumers, through 6000 sub-stockists. Distribution at the Supermarkets HUL has set up a full-scale sales organisation, for this channel to serve modern retailing outlets. Product tests and in-store sampling is provided to consumers.
Expertise
Skin Care, Deos, Shampoos, etc.
Port Sunlight, UK Fabric Wash, Hair Care, Deos, Oral Care, Surface Cleaners, etc. Beverages, Processed Foods, etc. Vlaardingen, NL Shanghai, China Bangalore, India Fabric Wash, Beverages, Processed Foods, etc. Shampoos, Skin Care, Ice Creams, Beverages, Processed Foods, etc. Skin Care, Fabric Wash, Beverages, Ice Creams, Processed Foods, Water etc.
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