Brand Update HUL

8/8/2019 Brand Update HUL

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Brand Update: HUL

HINDUSTAN UNILEVER LIMITED

ABOUT USHindustan Unilever Limited (HUL) (formerly Hindustan Lever Limited (HLL)) is India's

largest fast moving consumer goods company, with leadership in Home & Personal CareProducts and Foods & Beverages. Its products reach two out of every three Indians.

HULs brands constitute combined volumes of about 4 million tonnes and sales of overRs.13,000 crores.Unilever's mission is to add Vitality to life. They meet everyday needs

for nutrition, hygiene, and personal care with brands that help people feel good, look

good and get more out of life. HUL believes in doing well by doing good.

Headquarters: Mumbai, India

Key people: Harish Manwani (Chairman), Nitin Paranje (CEO and Managing Director)

Employees: Over 65,000 direct & indirect employees

PARENT COMPANY IS UNILEVER: A multi-national corporation, formed of Anglo-Dutch parentage that owns many of

the world's consumer product brands in foods, beverages, cleaning agents and

personal care products

Employs nearly 180,000 people, has presence in over 100 countries and hadworldwide revenue of 40.5 billion in 2008.

Holds 52.10% of the equity in HUL.IMPORTANT MILESTONES1888: Sunlight soap brought to harbor of Kolkata by Lever Brothers

1895: Launch of Lifebuoy followed by Pears, Lux and Vim after that

1903: Red label tea launched and Brooke bond & Co. merged with Unilever in 1984

1918: Vanaspati launched

1937: Dalda launched

1972: Unilever acquired Lipton tea

1986: Unilever acquires Ponds

1993: Acquired Kissan from the UB Group and the Dollops Icecream business from

Cadbury India.

1995: 50-50 joint venture with Lakme

1998: Got the remaining stake in Lakme


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Brand Update: HUL

2007: Renamed Hindustan Unilever Limited from the earlier Hindustan Lever Limited

FOCUS

Hindustan Unilever's distribution covers over 1 million retails outlets across Indiadirectly and its products are available in over 6.3 million outlets in India, i.e., nearly80% of the retail outlets in India. Two out of three Indians use the companys products

and HUL products have the largest consumer reach being available in over 80 per centof consumer homes across India with over 20 distinct categories in home & personal

care products and food & beverages.

HULS MAJOR BRANDS:

HOME AND PERSONAL CARE:

Personal wash: Lux, Breeze, Lifebuoy, Dove, Liril, Pears, Hamam, Rexona

Laundry: Surf Excel, Rin, Wheel

Skin care: Fair and Lovely, Ponds, Vaseline, Aviance

Haircare: Sunsilk Natural, Clinic

Oral care: Pepsodent, Closeup

Deoderants: Axe, Rexona

Color cosmetics: Lakme

Ayurvedic personal care: Ayush

FOODS:

Tea: Brooke bond, Lipton

Coffee: Brooke Bond Bru

Foods: Kissan, Annapurna, Knorr

Ice cream: Kwality Walls

HUL is Indias largest exporter of FMCG products and recognized by Government ofIndia as a Golden Super Star Trading House.

SHAKTI PROGRAMME: In 2001, the company embarked on an ambitious programme, Shakti through which

it is creating micro-enterprise opportunities for rural women.

Shakti also includes health and hygiene education through the Shakti VaniProgramme, and creating access to relevant information through the iShakticommunity portal.


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Brand Update: HUL

The program covers 15 states in India and has over 45,000 women entrepreneurs inits fold, reaching out to 100,000 plus villages and directly reaching to 150 millionrural consumers.

HUL is also running a rural health programme Lifebuoy Swasthya Chetana whichendeavours to induce adoption of hygienic practices among rural Indians and aims to

bring down the incidence of diarrhoea.

FINANCIAL NEWS:

HUL has announced that its board would consider a buyback of shares at ameeting on June 11

HUL has ~Rs3,200cr cash and a net worth of ~Rs2,670cr on its balance sheet The company could buy back around 26mn of the outstanding 2,179.9mn shares

or roughly 1.2% of the equity Though industry experts are enthused with the buyback announcement, they

believe the move will be purely a sentimental booster

http://www.blonnet.com/2010/06/12/stories/2010061253170100.html

COMPANYNEWS:

RURAL PUSH:

HUL is concentrating on marketing its FMCG products to the rural consumer not just by

pushing the brands on to them but by using an experiential strategy to show the rural

consumer what HULs products can do for them. This is based on use and education ledcampaigns. This is in the larger context of loss of market share in urban areas and risingincomes and a good monsoon in rural India.

http://www.blonnet.com/2010/07/16/stories/2010071652711900.htm

WATER PURIFIERS:

Replicating its FMCG strategy of having a portfolio ranging from mass to premium

products, HUL has decided to straddle the complete water purification pyramid in terms

of pricing and products in the home water drinking segment. This is in line with the

companys aim to serve all consumers by having different offerings at different pricepoints.

http://www.blonnet.com/2010/08/28/stories/2010082852440300.htm

BRAND NEWS:


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Brand Update: HUL

Dove made good use of ambush marketing to fight rival P&Gs mystery shampoo

campaign. It put up a hoarding above the Pantene ad saying that there was no mystery,

Dove was the No. 1 shampoo.This caught the attention of marketers but the impact on

the actual consumers is still doubtful.HUL followed this up by filing a court case againstP&G for disparagement as P&G had used results of a 2008 Thai survey to sell Pantene inIndia. The matter is currently sub-judice.

http://fmcg-marketing.blogspot.com/search?updated-min=2010-01-

01T00:00:00%2B05:30&updated-max=2011-01-01T00:00:00%2B05:30&max-results=2

Surf has extended its popular Daag Achche Hain tagline to its waching machine

variant in a new TVC. Although the aim of the advertisement was to drive home the

functional aspects of a washing machine variant through a successful tagline, it seems to

have scored higher on an emotional connect basis rather than

http://www.afaqs.com/news/story.html?sid=27606_Surf+Excel+Matic:+Offering+a+hel

ping+hand

Vaseline launched a facebook application based on the skin lightening proposition for

men to tap into the social media phenomenon. However, the campaign was termed

racial and not taken well by the media.

http://timesofindia.indiatimes.com/tech/social-media/Vaselines-Facebook-app-for-

India-termed-racial/articleshow/6172299.cms

LINKS TO SOME FAMOUS AD CAMPAIGNS

PERSONAL WASH

Luxhttp://www.youtube.com/watch?v=5mPtJKWz3Vw

http://www.youtube.com/watch?v=J0FhNV-NZn0

brand ambassadors : http://www.youtube.com/watch?v=C0Ctowsw2HsBreezehttp://www.youtube.com/watch?v=1mSpgo9h4RE

Lifebuoyhttp://www.youtube.com/watch?v=CHXaYXecsCg

After brand repositioning: http://www.youtube.com/watch?v=sgWM3nIFVEQhttp://www.youtube.com/watch?v=huztSICuXjA&feature=related

http://www.youtube.com/watch?v=QPd8bXLDtRA

Dove

Dove Evolution: http://www.youtube.com/watch?v=QPd8bXLDtRA

90s commercial: http://www.youtube.com/watch?v=7unN-Ge9RoMhttp://www.youtube.com/watch?v=OSW5xcvN698&NR=1

Brand extension (shampoos): http://www.youtube.com/watch?v=3SLDmRjx7Og

Liril80s commercial:http://www.youtube.com/watch?v=Y9-1XD9VvX4


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Brand Update: HUL

90s commercial: http://www.youtube.com/watch?v=vzdWQBedqgU&feature=relatedhttp://www.youtube.com/watch?v=0hgpf8hbebA&feature=related

Pearshttp://www.youtube.com/watch?v=NIO25roYPD4&feature=relatedhttp://www.youtube.com/watch?v=CHjFpJKxNc4http://www.youtube.com/watch?v=G8rcUCOoLMQ

Hamamhttp://www.youtube.com/watch?v=nH4iTvZgKrU

Rexonahttp://www.youtube.com/watch?v=Bpm5B3VkI1k&NR=1http://www.youtube.com/watch?v=8gCGC0TeSkc

LAUNDRY:

Surf Excel/ Surfhttp://www.youtube.com/watch?v=iUGyem3H3Cshttp://www.youtube.com/watch?v=ONgYqPmesIU&p=F5F50E154E02F7F1&playnext=1&inde

x=7http://www.youtube.com/watch?v=2z2b8NDBzjc&feature=related

http://www.youtube.com/watch?v=4HVUEdKiJPM

Rin

The Rin v/s Tide story:http://www.youtube.com/watch?v=y1GTV-EcHLchttp://www.youtube.com/watch?v=BPHlxenJDKA&feature=relatedhttp://www.youtube.com/watch?v=1kSO1KYbxNc&feature=relatedWheel

Old commercial:http://www.youtube.com/watch?v=z1dxCYYLN_M&feature=related

http://www.youtube.com/watch?v=Zno646E2fWchttp://www.youtube.com/watch?v=4eLTBJnlnkc

SKIN CARE:

Fair and Lovely90s: http://www.youtube.com/watch?v=-lN26TMwm6s&feature=relatedhttp://www.youtube.com/watch?v=pa6I8EAFLag&feature=relatedhttp://www.youtube.com/watch?v=ZiKyQqS7CQcPondshttp://www.youtube.com/watch?v=3lh6KUzKLKc

White beauty series: http://www.youtube.com/watch?v=ZiKyQqS7CQchttp://www.youtube.com/watch?v=bAojK7V26W4

Vaselinehttp://www.youtube.com/watch?v=zE9ZdahFK98http://www.youtube.com/watch?v=AP6NGB0bx6s

HAIRCARE:

Sunsilk Natural

Madonna campaign:http://www.youtube.com/watch?v=Ww8pT7-GOs0

Monroe, Shakira, Madonna:http://www.youtube.com/watch?v=IHyaM7g8Ld4&feature=related

SUNSIILK Gang of Girls campaign


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Documents

Brand Update HUL