HUL – Product Portfolio

HUL – Product PortfolioSegment Sub-Segment Brand Comment

Household Care

Fabric Wash Market Share: 38%

Surf Patented Technology, Premium SegmentRin Largest Selling detergent barSunlight Unilever’s oldest, first brand WB, KeralaWheel Largest Selling Indian detergent

Dish WashMarket Share: 58% Vim First & largest selling dish washer barSurface Cleaning Domex

Personal WashMarket Share: 52%

Lifebuoy World’s largest selling Soap Lux Global brandDove Global Brand: Premium, Skin friendlyPears Premium SegmentBreeze Basic SegmentLiril Focuses on young female populationHamam South Indian Regional Brand – TN

Personal Products

Hair care Market Share: 47%

Clinic Shampoo India’s largest selling shampoo (D,ND)Dove Global Brand: Premium, Hair friendlySunsilk Largest beauty shampoo brandAyush Herbal - Doing well in South India

Skincare Market Share: 52%

Ponds Global brand, First mover (1947)Fair & Lovely Patented Formulation, Asian brandLakme Skin Care Bought from Tatas, Salon BusinessVaseline Global brand, Monopoly in Indian Petro-JellyAviance Customized Personal care Solutions

HUL – Product PortfolioSegment Sub-Segment Brand Comment

Personal Products

ToothpasteMarket Share: 30%

Close-up India’s first Gel, Youth brandPepsodent Second largest selling toothpaste

Toothbrush DeodorantsMarket Share: 32% Axe, Rexona Clear leader in deodorant segmentColour Cosmetics Lakme Natural ColorantsInfant Care HuggiesFeminine Care Kortex Late entrant - Smaller Player

Food & Beverages

Processed Foods

Kissan Jam Squeeze, KetchupKnorr Soups & Ready to CookAnnapurna Salt, Flour

Beverages

TeaMarket Share: 23%

3 Roses Mindsharp, Taj, Brooke Bond, Lipton -

CoffeeMarket Share: 45% Bru

Ice Cream & Bakery Products Gelato, Quality Walls Brain Food Amaze Demographic advantage of India

Pure-it Creating new markets

Beauty and Wellness

Lakme Beauty SalonsMoving from products to Services in Premium segments

Ayush Therapy Centres

Moving from products to Services in Premium segments

HUL – Product Portfolio

• Usually occurs at business level or product level

• Emphasizes on the improvement of competitive position of corporations product and services in the industry

• HUL uses the competitive strategy to differentiate from its competitors..

• STRATEGIC FOCUS OF UNILEVER- Remain in tune with its markets and stays ahead of the

competition

Business & Functional Strategy

Market Shares of Soap ± 60%.Market Shares of Food Brands ± 70%.Market Shares of Oral Products ± 36%.Market Shares of Household Cares ± 62%.Market Shares of Personal wash ± 60%.Market Shares of Skin Care ± 53%.

As mentioned in the above graph, HUL is enjoying the leader position in the market and is having highest market shares which are followed by the market challengers like Dabur India Ltd, Nestle India Ltd, and ITC LTD, ETC«..In different categories of FMCG products like shampoo, skincare , deo, jams, coffee, etc.

MARKET SHARE

STRATEGIES OF HUL FOR URBAN INDIA

• Focuses on short supply chain for distribution.

• To meet the every need of people everywhere.

• Build segments & market for the future where Unilever has strong expertise.

• Also uses Direct selling channel, franchisee to reach everyone e.g. Unicare.

For long term benefits, HUL started Project Streamline in 1997.

STRATEGIES OF HUL FOR RURAL INDIA

Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states.

Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers.

Integrate Economic, Environment & Social objectives with Business agenda.

Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less.

Micro-enterprise opportunities for rural women

Providing health n hygiene education through shaktivani program

Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women entrepreneurs and generating Rs.700-1000 per month to each women.

States covered by Project shakti

Khushiyon Ki Doli

• Hindustan Unilever’s unique multi-brand rural marketing initiative Khushiyon Ki Doli, which was launched in 2010 in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra

• Through this initiative more than one crore (10 million) consumers were contacted directly in more than 28,000 villages across these three states in 2010

• Through this initiative about 170,000 retailers were also contacted in these villages in 2010

• In 2011, HUL extended this initiative to five states – West Bengal, Bihar, Maharashtra, Andhra Pradesh and Uttar Pradesh, thereby covering around 70K villages, 25 million consumers and 4 lakh retailers

Khushiyon Ki Doli

• The module follows a three-step process, starting with awareness, moving on to consumer engagement and finally retail contact– Awareness – It is achieved through a team of promoters who head to

each village and invite the villagers to a point what is known as ‘Mohallas’. At the meeting point ‘Mohallas’ make them aware of the company, its products, their benefits & healthy & hygiene habits

– Consumer engagement – The post Mohalla activity, the promoters go door to door and conduct consumer home visits to generate trials where the offer trials to the consumers

– Retail - finally there is another team which visits all the shops in the village which ensures improved availability and visibility in the shops

Segmentation

• The customer of HUL products is every one. Starting with child, youth to old age as well.

• Women are fond of the product of HUL. All product are available for women’s needs & desires

• So, HUL is targeting family as whole for its product

Promotion Strategy

• Project Shakti :- This project was started for Co’s promotion in rural market as well as women empowerment. HUL's partnership with Self Help Groups of rural women. It was started in 2001, Project Shakti has already been extended to about 50,000 villages in 12 states - Andhra Pradesh, Karnataka, Gujarat and others.

• Hindustan Unilever Network (HUN) :- It is the company's arm in the Direct Selling channel. It presents a range of customized offerings in Home & Personal Care and Foods.

Promotion Strategy • Lifebuoy Swasthya Chetana :- The program endeavors to induce

adoption of hygienic – practices among rural Indians and aims to bring down the

incidence of diarrhea.

• Out-of-Home :- This deals in providing vending machines for hot beverages like tea and coffee. HUL’s alliance with Pepsi Co. has significantly strengthened the channel.

• Health and Beauty services :- (i)Lakme Salons provide specialized beauty services and solutions, under the recognised authority of theLakme brand. (ii) The Ayush Therapy Centers provide easy access to authentic Ayurvedic treatments and products