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PRODUCT STRATEGY
GROUP 3
Melina Colaso R-11-04
Odilia Dias R-11-07
Hashmatullah Noorzai R-11-10
Cliff Gonsalves R-11-19
Fakruddin Ayam R-11-39
Rincy Johnson R-11-31
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INTRODUCTION
India's largest (FMCG) company
British-Dutch company Unilever which controls 52%majority stake in HUL
India 1888
Touching 2 out of 3 Indian consumer
20 distinct categories
Home and personal careproducts, food and beverages etc
35 brands
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Width
Width = 12
Different product line the companycarries
Personal wash
Laundry
Skin care
Oral care
Deodorants
Colour cosmetics
Ayurvedic personal andhealth care
Shampoo
Tea
Coffee
Foods
Ice cream
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LengthLength = 30
Personal wash: Lux, Lifebuoy, Liril, Hamam,Breeze,Dove, Pears, Rexona
Laundry: Surf excel, Rin, Wheel
Skin care: Fair & Lovely, Ponds, Vaseline, Aviance
Oral care: Pepsodent, Close up
Deodorants: Axe, Rexona
Colour cosmetics: Lakme
Ayurvedic personal and health care: Ayush
Shampoo: Sunsilk, Clinic
Tea: Broke bond, Lipton.
Coffee: Bru
Foods: Kissan, Annapurna, Knorr
Ice cream: Kwality walls
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Depth
Depth of the product mix refers to the number
of variants of each product offered in the line
E.g.:
If Close Up toothpaste comes in three formulations
and in three sizes, close up has a depth of 9 (3*3)
If Lux soap comes in 2 sizes and 6 variants then the
depth of product is 12
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Consistency
Consistency refers to how closely product lines
are in end use, production requirements, and
distribution channels. Etc.
Eg: Fair & Lovely shows consistency because of its
wide Distribution and reach even to rural interiors
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Line stretching
Stretching product line beyond the currentrange of products
It can stretch its product line in either the down
market, up market or both
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Down Market stretch
Introduce the products at a lower price
E.g. 3 Roses for the lower end market (HUL)
Reasons- middle market stagnation, potential for
growth in down market ,aim to tie up with the
lower end competitors
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Up market stretch:
Enter the high end of the market
The objective of the firm may be to have
higher growth , increase its margins
E.g.
Lipton Yellow Label (HUL) is a high end
stretch with Rs 75 for 250 gms tea .
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Line extensions:
Surf excel Blue, Surf excel Quick wash, Surfexcel Automatic
Clinic All Clear, Clinic Plus
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Need family- Personal care (core need)
Product Family - Cosmetics, skin creams,
shampoos, conditioners, soaps, etc
Product Class - Hair cleaning agent
Product Line Sunsilk, Clinic
Product Type - Dandruff control shampoos Item - A sachet of Clinic All Clear
Product Hierarchy:
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Product level
Core benefits- Covering all personal needs
Basic product - Home and personal products
Augmented products- Personal wash Including Lux,Lifebuoy, Dove And Rexona
Potential product: They have launched, India waterbody to drive water security for the country by 2030.
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Durability and tangibility
HUL products are mainly non durable and
tangible
Nondurable goods- bathing soap, detergents, tea,
coffee, shampoos etc
Durable goods - Pureit Marvella
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Product differentiation
Excellent example:
Surfwith the tagline dirt is good- daag achche hai
helps in differentiating the product
All other brands are still focusing on the fact that dirtis bad
TV commercial promotes values of forgiveness and
harmony using the 'Daag achche hai' proposition
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HUL packaging
Recognizing important role that packaging plays, HUL isconsistently strengthening its packaging
development capability
Through dedicated in-house teams and in partnership
with its vendors
HUL ensures:
Outstanding visibility on retail shelf Distinct consumer benefits
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Brooke Bond Taj Mahal Topatiner pack
A vacuum toptainer has been incorporated with a hingedpolypropylene lid
Vacuum pack benefits - better aroma and moisture barrier
Reclose ability feature ensures that it becomes an in-usepack at the consumers home, eliminating the need totransfer the tea to any other container
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Kissan multilayer ketchup bottle
Provides good visibility and is not breakable
Squeezability helps optimum consumption
The cap ensures better closing and less spillage
Fair & Lovely
Perfect Radiance range of 12 high-technology products
with premium packaging
Resulting in outstanding visibility and shelf appeal and
therefore high offtake
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Warranty
Water purifier
Pureit Classic
Pureit Compact Pureit Classic Autofill
Pureit Intella
Pureit Marvella and Pureit Marvella RO
1 year domestic warranty
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Profits, Expenditures of Hindustan Unilever ltd march
2011
Sales Turnover 20,598.89
Excise Duty 908.98
Net Sales 19,689.91 Other Income 439.48
Stock Adjustments 295.08
Total Income 20,424.47
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Recommendation
Diversification into durable goods
Increasing rural footprint
-Over 500,000 villages not reached by HUL
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Recommended