• India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians

• Largest Non Tobacco FMCG Company

• BSE & NSE listed Indian Subsidiary of ANGLO-DUTCH Conglomerate

• Group Turnover of 13913.4028 Cr. and profit of INR 1914.8897 Cr.

• Average Market Capitalization for the last 4 years is INR 56000 Cr.

• Soap & Detergent Division contributes INR 6374.5265 Cr.

OVERVIEW

Source: Director’s Report 2007-08

INDIAN DETERGENT MARKET

• Total market 23 million tons in volume

• 7 million tons market laundry soaps & bars

• 16 million tones market synthetic detergents

• 30% detergent cakes

• 70% detergent powder

• 38% share of HUL (Surf approximately 10-12%)

• 8% share of P&G (Ariel approximately 1-1.5%)

Source: Russell Davies, NIRMA

DETERGENT DIVISION

Surf Excel

Quickwash

Blue

Automatic

Rin

Advanced

Fabric Whitener Liquid

Wheel

Regular

Whiter

MARKET SEGMENTS - INDIA

Segmentation of Detergent Powder Market

Ultra – Premium

- Amway(SA8)

Premium-Surf

Automatic, Ariel

Ultramatic

Mid – Priced

- Surf Excel Blue, Tide,

Henko

Mass – Market- Wheel,

Fena, Nirma, Ghari

DISTRIBUTION NETWORK

C & F Agent

• Statewise one

• Larger states e.g. UP(2-4)

Super-Stockist

• Coverage of 3-4 districts

• Serves RSD

Distributor

• Last mile connectivity to retailer

37 National Carrying and

Forwarding agents.

128 Super-Stockists Nationwide.

Over 4000 Distributors

Over 4.8 million Nationwide Retailer

Network

DISTRIBUTION NETWORK - INDIA

Stock Keeping Units (SKU)

• Packages available in standard sizes of 20 gm, 100 gm…..500 gm….6kg.

• Keeping pace with the current sales pace new customized packages like 3.3 kg, 3.8 kg, etc.

• Specialized product packing like 20 gm sachets for introductory customers, washing-machine shaped boxes for Surf Excel Automatic, etc.

• Quality of packaging dependent on the product to which its is targeted. Ex. Packaging of Wheel range is of lesser grade polythene sheets as compared to that of Surf Excel range.

• 3 Products 35 SKU’s

• Attractive packaging shaped in the form of Washing Machine to emphasize its USP.

• Convenient packaging of 1 and 2 kg for domestic customer use.

• Sachets in the size of 16 and 20 gm for introductory and low frequency washing customers.

• Introductory price far lower than the larger volume variants to lure first time customers.

• Special product for Gentle Clothes.

• Liquid form, packed in the form of bottle for convenient usage.

PROMOTION

Multi – Channel Promotion

Conventional Channels

• Outdoor Advertisement

• TV Advertising

• Sales Promotion

• Modern Retail format Promotion

• Co-Branding

• Print Media

Alternative Channels

• Project SUKANYA

• Project SRESTHA

• Project SAFED

• Community Radio Channels

• Nirmal Panchayat

• SHAKTI AMMA

• Blogs and Web* One Unilever Campaign…..JWT

Strategies of HUL

• One Unilever HLL HUL

• Power Brands 110 30 + 10 - Increase promotions for Power brands thus offsetting the loss from the brand rationalization.

- Migrate users from small brands to Power brands.

- Have ambitious growth plans for Power brands ( 8-10%).

- Pareto Principle of 80/20

Project Shakti 45000 Shakti Ammas (Entrepreneurs) spread across 15 states of

India covering over 1 lakh villages and catering to 3 million plus

families.

Hindustan Unilever Network Direct selling Arm of HUL which is in the same league as of

“AMWAY”.

Strategies Employed by Detergent Division

Pricing Strategy

Based on the data collected the following are the prices associated with the various detergents of HUL.

500 gm 650 gm 1 kg 2kg 3.3 kg 3.8 kg 4 kg 6 kgSurf Excel Quick Wash 130 260 Blue 76 372 440 Automatic 82 164 Rin Advanced 28 55 125 360 240 360Fabric Whitener Liquid 35 (500 mL) Wheel Regular 20

Whiter 70

Surf

Excel

Quick W

ash Blue

Automatic

Rin

Advanced

Fabric

White

ner Liq

uidW

heel

Regular

White

rArie

l

24hr Fres

h

Oxy Blu

Front O

Mat

Oxy Blu Sp

ring C

lean

Ultram

atic

Henko

Regular

Matic

Mr. White

Nirma

Regular

Super

Blue

Active

GoldTid

e

Regular Fe

na

Regular 555

Regular

0

50

100

150

200

250

300

Detergent Cakes: 100 gm 120 gm 125 gm 150 gm 200 gm 240 gm 250 gm 400 gmSurf Excel 15 27 33Rin 12 16 Tide 8.5 17

Henko 5 10 25

100 gm 120 gm 125 gm 150 gm 200 gm 240 gm 250 gm 400 gm0

5

10

15

20

25

30

35

Surf ExcelRinTideHenko

Thank You