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HINDUSTAN UNILIVER LIMITED
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HINDUSTAN UNILIVER LIMITED
CONTENTSA.Introduction
B.History of company
a)Financial position
b)Mission and vision
c)Objective
d)CSR
C.Marketing strategy
D.Marketing mix
E.STP(Segmentation Targeting Positioning)
F.Product mix
G.Communication mix
H.PLC(Product Life Cycle)
I.BCG
J.Conclusion
K.Reference
HINDUSTAN UNILIVER LIMITED
INTRODUCTION
HUL is India’s largest fast moving consumer goods company with a heritage of over 80 years in India and touches the lives of two out of three Indians.
HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others.
The Company has over 16,000 employees and has an annual turnover of INR 27408 crores (financial year 2013 -2014). HINDUSTAN UNILIVER LIMITED
HUL formed in 1956.
It has it’s own research centres i.e. HURC in mumbaiand bangalore, which has 200 highly qualified scientists and technologists.
One of the country’s largest and recognised a “Golden Super Star Trading House”
In 1931, first Indian subsidiary, Hindustan vanaspathimanufacturing company, followed by Lever Brothers India Limited (1933) and united traders limited (1935).
HUL provides indirect employment to about 2.5 lakh people.
HUL Bangalore Plant
HINDUSTAN UNILIVER LIMITED
HUL Mumbai Plant
HINDUSTAN UNILIVER LIMITED
HISTORY OF COMPANY
Financial position:
They endow the company with scale of combined volumes of about 4 million tonnes and sales of over Rs. 13,000 crores
HUL was formed by merging three subsidiaries of uniliver ltd.in 1956. At present, Unliver PLC holds a 51.6% stake in the co., It owns 35 major Indian brands. HINDUSTAN UNILIVER LIMITED
Mission:
Uniliver’s mission is “to add vitality to life”. They meet everyday needs for nutrition, hygeine and personal care with brands that help people feel good,look good and get more out of life.
Innovation:
In their scientific innovation to meet consumer needs they will respect the concerns of their consumes and of society. They will work on the basis of sound science applying rigorous standards of product safety.
HINDUSTAN UNILIVER LIMITED
VISION:
HUL is committed to operate and grow its business in a socially responsible way, their vision is to grow their business whilst reducing the environmental impact of their operations and increasing their positive social impact.
HINDUSTAN UNILIVER LIMITED
Objectives:
Always working with integrity
Positive impact
Continuous commitment
Setting out their aspirations
Working with others
HINDUSTAN UNILIVER LIMITED
Corporate Social Responsibility:
Their aim is to achieve responsible growth and they will inspire to bring this to life by encouraging that will add up to make a big difference.
They are committed to conducting own operations with integrity & respect in the interest of their stakeholders, and in line with their code of business principles.
They collaborate and engage with diff. stakeholders including government. NGO’s, IGO’s, suppliers, formers and distributors to tackle the challenges faced by the societyHINDUSTAN UNILIVER LIMITED
MARKETING STRATEGY OF HUL
MARKETING STRATEGY
Shift the decision making power from the subsidiary to its headquarters
Pushing consumer for more usage
Competitive and compelling communication
Increasing consumption in rural marketing
Bigger, better and faster innovation
Highlighting benefits
HINDUSTAN UNILIVER LIMITED
SWOT ANALYSIS
STRENGTH
1.Largest market share
2.Largest exporter of country
3.Efficient manpower having 16000 employees over 1300 managers
4.Every brand of HUL has its own high brand value
WEAKNESS
1.HUL is steadily losing its market share in segments including shops, hair, oral,skin care as economic growth slows and competition increases.
OPPORTUNITIES
1.It can switch to new brands in segments like confectionary, medicines etc
2.Divercification
THREATS
1.HUL is facing increased compitition with the entry of ITC Ltd
2.Also facing compitition from P & G
HINDUSTAN UNILIVER LIMITED
MARKETING MIX OF HUL
MARKETING MIX
PRODUCT
HINDUSTAN UNILIVER LIMITED
PRICE
Offers brands with various price range even in same category
Price of the product comfortable to all income group
Competitive rates as compared to its peers
Discount are offered on various products
HINDUSTAN UNILIVER LIMITED
PLACE
First company in india to introduce shampoo sachet for rural population
Sales takes place to retail & wholesale distribution
Conducting survey about the products & their preferences
HINDUSTAN UNILIVER LIMITED
PROMOTION
Creating product awareness through advertising and information on the website
Introduction of a new product at lower price
Giving free samples and showing live demonistration of the product
Celebrities endorsing the company’s product
HINDUSTAN UNILIVER LIMITED
HINDUSTAN UNILIVER LIMITED
COMMUNICATION MIX
HINDUSTAN UNILIVER LIMITED
HINDUSTAN UNILIVER LIMITED
HINDUSTAN UNILIVER LIMITED