Hindustan Unilever Marketing

Group No. 02Aditya KurundkarNeha WasulkarKalyani WanikarShyamsunder IyerSanket KubalVinstin Alexander

Variety of productsDistribution NetworkQuality ManagementInnovation and R&D strengthStrong Brand portfolioPart of Unilever group hence Strong Brand equityCSR Projects – Shakti, Plastic Recycling etc.

Not able to compete with local competitor in the rural market Not focus on upper class population Pricing policy is not goodHigh advertising cost due to large number of products. Losing of market share in segments including soaps, hair, oral & skincare. 49 % sales come from detergents and personal WashLow exports levels

SWOT Analysis of HUL

Huge Market Increasing consumption pattern Potential for making more impact of brand image. Coming in technology e.g. in water purifiersTap rural markets and increase penetration in urban areas.Diversification can enter new segments like medicines and confectionery etc.Increasing purchasing power of people thereby increasing demand.

Intense and increasing competition amongst other FMCG companies like Proctor & Gamble FDI in retail thereby allowing international brands. Competition from unbranded and local products. Increasing tax rate and other duties increase’s cost and direct effect on the sale of the product. availability of substitute products

SWOT Analysis Of HUL

ANSOFF MATRIX PENETRATION

Red Label Close Up Ponds Kissan Ketch Up , LUX LifebuoySurf Excel

PRODUCT DEVELOPMENT Dove ShampooClinic Plus Anti DandruffVim LiquidLifebuoy Handwash Pure It !

MARKET DEVELOPMENT Knorr Soup Kwality Walls Ice creamLipton TeaDoveDomexPeposodent Sunlight Detergent Powder

DIVERSIFICATION Lipton vending machine Lakmé Fashion Week Lakmé Beauty Salons Knorr Receipe Centers Helthcare

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WHAT IS BCG MATRIX? BCG matrix is often used to prioritize

which products within company product mix get more funding and attention

It has 2 dimensions: MARKET SHARE & MARKET GROWTH and 4 category Stars, Cash cows, Dogs, Question marks ?

HUL

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GROWTH AND MARKET SHARE

HUL

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MARKET GROWTH ANALYSISHUL

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Figures are acc. To CII survey, braket are for previous figures.

MARKET SHARE ANALYSISHUL

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HUL

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BCG OF HULHUL

10

Lipton Green Tea

GENERIC STRATEGY The concept was described by Michael

Porter in 1980. There are three/four generic strategies,

either lower cost, differentiated or focus. A company chooses to pursue one of two

types of competitive advantage, either via lower costs than its competition or by differentiating itself along dimensions valued by customers to command a higher price.

STRATEGIES OF COMPANIES Overall low cost leadership strategy Best cost providers strategy Broad differentiation strategy Focused low cost strategy Focused differentiation strategy

COST LEADERSHIP STRATEGY This generic strategy calls for being the low

cost producer in an industry for a given level of quality.

The firm sells its products either at average industry prices to earn a profit higher than that of rivals, or below the average industry prices to gain market share.

Best examples is Micromax

DIFFERENTIATION STRATEGY A differentiation strategy calls for the

development of a product or service that offers unique attribute that are valued by customers and that customers perceive to be better than or different from the products of the competition.

The value added by the uniqueness of the product may allow the firm to charge a premium price for it. The firm hopes that the higher price will more than cover the extra costs incurred in offering the unique product.

Examples are Iphone

FOCUS STRATEGY The focus strategy concentrates on a

narrow segment and within that segment attempts to achieve either a cost advantage or differentiation strategy.

A firm using a focus strategy often enjoys a high degree of customer loyalty.

Example is BRU Coffee is popular in India.

GROWTH STRATEGY Diversification strategy Related

Unrelated

Intensification strategy

Product developmentExample – Coca cola created Fanta The new flavour sparkling drink by

Coca Cola was a result of listening to the customers who called the company’s careline telephone service

Market development Famous food brands are practicing

market development strategy by opening their restaurants all over the world

INTEGRATION STRATEGY Vertical strategyExample – Ford Glass company Tire company Metal company

Horizontal StrategyExample – Star alliance

Thank You !!