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HINDUSTAN UNILIVER
PRESENTED BY
Vision:
“To earn the love and respect of India, by making a real difference to every Indian”
HUL’s product range
Hindustan Unilever Limited
India’s largest fast moving consumer goods company with leadership in Home and Personal Care Products, Foods and Beverages and Speciality Chemicals.
A fortune 500 transnational with a turn over of $90 billion
HUL was the first foreign Subsidiary to offer 10% of its equity to the Indian public
Under the Personal Care products, HUL
is the biggest player in Hair and Skin
care products with brands Clinic,
Sunsilk, Lux and Organics shampoos
and Clinic Plus and Clinic all clear Hair .
HUL’s Brand portfolio
Dove
Survey for 1 week via Internet and SMS Test marketing: 5000 hair washes in malls Market Leader in premium shampoos
segment within 1 year of launch
Surf Excel
A pioneer in the Indian detergent powder market
Surf Excel conducted children’s festival and brought alive “Dirt is good” campaign
More than 40,000 children participated In order to deal with the water crisis surf
excel launched Surf excel quick wash. “Do bucket paani ab rozana hai bachana.”
Rural marketing:Project Shakti
To Reach: Small, scattered settlements and poor infrastructure make distribution difficult Over 500,000 villages not reached directly by HULTo Communicate: Low literacy hampers effectiveness of print media Poor media-reach: 500 million Indians lack TV
and radio
RIN
“Rin Supreme bar is now Surf Excel bar” Rin Supreme bar is already a top-end bar and it helps when it
is being migrated to an already premium brand such as Surf Excel.
Processed foods
Launched kissan jams in easy to apply tube packs.
These tubes had a colourful and attractive packaging with
disney cartoon characters to attract children.
Geographical marketing
Knorr has recently come up with Indian soups to suit the taste of Indian customers.
MEDIA PLATFORMS USED
Print media Television Internet Rural campaign Environment
concern ads Music videos
Free sample distribution
Demo campaigning
Hoardings Radio Sponsorships Live shows
CRITICS ON ADVERTISEMENT
Pepsodent ToothPowderPepsodent offer.flvAdvertisement Flaw Devaluation of product Product’s quality looses its value Poor promotion of free samples No unique identification of product Boring conversationsModifications Emphasis on quality and results Longer life by adding free products
Surf ExcelSurf Excel Matic Ad.flv
Advertisement Flaw Confusion in advertisement Product is not clear The add is diluted with other product Doesn’t register in memory
Modifications Even worst washing machine is used, surf
removes dirt Concentrate more on product
Conclusion
Products and communication mix Differentiation of products STP Huge potential in rural areas Project shakthi, Stains are good
campaign penetration Expectation to compete
Surf Excel Ad.flv
Humorous Indian ad 1.flv
Surf Excel - Two Bucket Series.flv
THAN K YOU