Essays
Case Study on Hindustan Unilever Limited
SUBMISSION ON 23 MAY 2009 TEAM G4-12 MEMBERS: ATUL KOTHIYAL PRADEEP RAVUNNY SHIPRA BANSAL SHRIMAN KALYAN VAMSEE KRISHNA
HUL – Company Profile
HUL, previously HLL One of the largest consumer products company in India “Most respected company in India for the last 25 years” – Business World Diverse customer categories, many power brands and multiple success stories Backed by strong distribution network covering over 1 m retail outlets in India; and over 6.5 m outlets indirectly
Competitors
P & G – Whisper, Tide, Vicks … Cavin Care – Fair Ever, Spinz … Marico – Saffola, Parachute… Dabur – Honey, Chyavanprash, …
Strategies for Success
Early-mover advantage – strong initial products and unexposed market Understanding the customer perception and the Indian market Successful M&A – Kissan, Brookbond, Lipton, TOMCO, Ponds Caters to diverse customer segments Penetration into the rural market – caters to the specific needs of the customers, pricing and distribution, Project ‘Sakthi’ and trainee program
Strategies for Success
Product customization and categorization Advertisements and promotional campaigns – emotional catch Able to keep up the brand image; carried the parent company’s brand well. Inertia of success. CEO factory – leadership building potential Export market – Personal care and F&B sectors Capitalized on its FMCG experience in new ventures
Strategies for Success
Social cause – customers are concerned about society as well Cause initiatives: Asha Daan, Ankur, Rural education, rural development Product mix coupled with product differentiation (ice cream segment) Hindustan Lever Research Centre - Market forecasting, Low response time to market needs/ changes/ competition, Educating customers
Was HUL successful in all its products and strategies? NO Products that could not sustain/ succeed: Moti Soap, Max Confectionaries, Modern Biscuits, Ayush, etc…
Moti Soap – An analysis
Differentiation
SUBMISSION ON 23 MAY 2009 TEAM G4-12 MEMBERS: ATUL KOTHIYAL PRADEEP RAVUNNY SHIPRA BANSAL SHRIMAN KALYAN VAMSEE KRISHNA
HUL – Company Profile
HUL, previously HLL One of the largest consumer products company in India “Most respected company in India for the last 25 years” – Business World Diverse customer categories, many power brands and multiple success stories Backed by strong distribution network covering over 1 m retail outlets in India; and over 6.5 m outlets indirectly
Competitors
P & G – Whisper, Tide, Vicks … Cavin Care – Fair Ever, Spinz … Marico – Saffola, Parachute… Dabur – Honey, Chyavanprash, …
Strategies for Success
Early-mover advantage – strong initial products and unexposed market Understanding the customer perception and the Indian market Successful M&A – Kissan, Brookbond, Lipton, TOMCO, Ponds Caters to diverse customer segments Penetration into the rural market – caters to the specific needs of the customers, pricing and distribution, Project ‘Sakthi’ and trainee program
Strategies for Success
Product customization and categorization Advertisements and promotional campaigns – emotional catch Able to keep up the brand image; carried the parent company’s brand well. Inertia of success. CEO factory – leadership building potential Export market – Personal care and F&B sectors Capitalized on its FMCG experience in new ventures
Strategies for Success
Social cause – customers are concerned about society as well Cause initiatives: Asha Daan, Ankur, Rural education, rural development Product mix coupled with product differentiation (ice cream segment) Hindustan Lever Research Centre - Market forecasting, Low response time to market needs/ changes/ competition, Educating customers
Was HUL successful in all its products and strategies? NO Products that could not sustain/ succeed: Moti Soap, Max Confectionaries, Modern Biscuits, Ayush, etc…
Moti Soap – An analysis
Differentiation