Indus International University

7/31/2019 Indus International University

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Submitted To:- Mr. Bharat Bhushan Submitted By:- Shashi Paul

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Company Profile:-

Type Public

Traded asBSE: 500696

BSE SENSEX Constituent

Industry Consumer goods

Founded 1932

Headquarters Mumbai, Maharashtra, India

Key people Harish Manwani (Chairman), Nitin Paranjpe (CEO and MD)

ProductsFoods, beverages, cleaning agents and personal care

products

Revenue 19,401 crore (US$3.87 billion) (2010-2011)

[1]

Net income 2,305 crore (US$459.85 million)

Employees 16,500 (2011)

ParentUnilever Plc (52%)
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Company Profile:-

Hindustan Unilever Limited (HUL) is India's largest consumer goods company based

in Mumbai, Maharashtra.

It is owned by the British-Dutch company Unilever which controls 52% majority stake in

HUL.

Its products include foods, beverages, cleaning agents and personal care products.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956

as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati

Mfg. Co. Ltd. and United Traders Ltd.

It is headquartered in Mumbai, India and has an employee strength of over 16,500

employee and contributes to indirect employment of over 65,000 people.

The company was renamed in June 2007 as Hindustan Unilever Limited

Lever Brothers started its actual operations in India in the summer of 1888, when crates

full of Sunlight soap bars, embossed with the words "Made in England by Lever

Brothers" were shipped to the Kolkata harbour

And it began an era of marketing branded Fast Moving Consumer Goods (FMCG)

Sustainable Living:-

Unilever launched Sustainable Living Plan in on November 15, 2010 at London,

Rotterdam, New York and New Delhi simultaneously.

The Unilever Sustainable Living Plan has three major goals, which Unilever aims to

achieve by 2020:

Help more than one billion people improve their health and well-being

Halve the environmental impact of their products

Source 100% of their agricultural raw materials sustainably
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The plan also sets out over 50 social, economic and environmental targets.

In 2012 Hindustan Unilever featured in BSE's Greenex - India's first environmental

friendly equity index the first environmental friendly equity index, which will enable

investors take more informed decisions in the green theme of India.

Dr. Veerappa Moily, Honble Minister for Corporate Affairs, and Nitin Paranjpe, CEO

and MD, HUL unveiled the Sustainable Living Progress report for 2011 in New Delhi on

24th April, 2012.

The report details the progress Unilever is making towards meeting its Unilever

Sustainable Living Plan targets. Some of the highlights of the report include:

Technical proof of principle established of turning sachets, pouches and other flexible

plastic waste into fuel oil at a viable cost

Announcement of signing of partnership with UNICEF and Department of Rural

Development, Government of MP, to implement hygiene awareness program in over

5000 schools in 2012.

India Water Body:-

In May 2011, the company launched the India Water Body, an initiative aimed to

address the challenge of water scarcity in India.

HUL has been working in the area of water conversation for more than a decade

And has initiated projects in several states across India with the aim to create capacity

towards conserving more than 50 billion litres of water in the next four years (by 2015).

Water conservation has been a focus area for the company across its value chain.

The company has not only reduced water consumption in its operations but also

developed product innovations such as Surf Excel quick-wash that helps consumers

use less water while washing clothes.
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Plastic Recycling Project

In July 2011, HUL and Bharti Retail started a three month campaign called Go Recycle

to promote plastic recycling among consumers in the National Capital Region (NCR) in

2011.

Consumers were encouraged to bring empty plastic bottles and pouches, for which they

were given discount coupons in return.

Creating financial inclusion:-

The company joined forces with the State Bank of India (SBI) to introduce banking

services to people from low-income groups in rural areas.

The project was piloted in the states of Maharashtra and Karnataka.

HUL also renders services to the community, focusing on health & hygiene education,

empowerment of women, and water management.

It is also involved in education and rehabilitation of underprivileged children, care for the

destitute and HIV-positive, and rural development.

HUL has also responded to national calamities, for instance with relief and

rehabilitation after the 2004 tsunami caused devastation in South India.

Headquarters:-

Hindustan Unilevers corporate headquarters is located atAndheri (E), Mumbai.

The campus is spread over 12.5 acres of land and houses over 1600 employees.

Some of the facilities available for the employees include a convenience store, a food

court, an occupational health centre, a gym, a sports & recreation centre and a day care

centre.
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The campus uses green and energy efficient building features such as rainwater

harvesting, optimal use of glass and use of zero-waste water recycling concepts.

Awards and Recognition:-

HUL was one of the eight Indian companies to be featured on the Forbes list of Worlds

Most Reputed companies in 2007.

In 2011, HUL was named the most innovative company in India by Forbes and ranked

6th in the top 10 list of most innovative companies in the world.

Hindustan Unilever Ltd received the National Award for Excellence in Corporate

Governance 2011 of the Institute of Company Secretaries of India (ICSI) for excellence

in corporate governance .

In 2012, Hindustan Unilever emerged as the No. 1 employer of choice for B-School

students who will graduate in 2012.

In addition, HUL also retained the 'Dream Employer' status for the 3rd year running

Hindustan Unilever ranked No. 2 in Fortune India's Most Admired Companies list, whichwas released by Fortune India in partnership with the Hay Group.

The company received the highest scores for endurance and financial soundness

HUL was ranked 39th in The Brand Trust Report (2011) published by Trust Research

Advisory.

Seven HUL brands also featured in the list: Lux, Ponds, Dove, Lakme, Axe, Sunsilk and

Pepsodent.

HUL emerged as the top Dream Employer as well as the top company considered for

application in the annual B-School Survey conducted by Nielsen in November 2010.
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This was the second successive year that HUL has been rated as the top Dream

Employer in India.

HUL has also emerged as the top employer of choice among the top six Indian

Institutes of Management (IIM C, A, B, L, K and I).

HUL won three awards at the 'CNBC Awaaz Storyboard Consumer Awards in 2011

Most Recommended FMCG Company of the Year;

Most Consumer Conscious Company of the Year

And Digital Marketer of the Year.

The company was felicitated in April 2010 for receiving the highest number of patents in

the year 2009 at Annual Intellectual Property Awards 2010.

In 2007, Hindustan Unilever was rated as the most respected company in India for the

past 25 years byBusiness world, one of Indias leading business magazines.

The rating was based on a compilation of the magazine's annual survey of Indias most

reputed companies over the past 25 years.

HUL is one of the country's largest exporters; it has been recognized as a Golden Super

Star Trading House by the Government of India.
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Marketing Mix Of HUL:-

Product:-

HUL is the market leader in Indian consumer products with presence in over 20

consumer categories such as soaps, tea, detergents and shampoos amongst others

with over 700 million Indian consumers using its products.

Seventeen of HULs brands featured in the ACNielsen Brand Equity list of 100 Most

Trusted Brands Annual Survey (2011).

The company also happens to have the highest number of brands in this list, with six

brands featuring in the top 15 list.

The company has a distribution channel of 6.3 million outlets and owns 35 major Indian

brands.

Its brands include:

Food brands:-

Annapurna salt and atta

Bru coffee

Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea

Kissan squashes,ketchups, juices and jams

Lipton tea

Knorr soups & meal makers and soupy noodles

Kwality Wall's ice cream
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Modern Bread, ready to eat chapattis and other bakery items

Homecare Brands:-

ActiveWheel detergent

Cif Cream Cleaner

Comfort fabric softeners

Domex disinfectant/toilet cleaner

Rin detergents and bleach

Sunlight detergent and colour care

Surf Excel detergent and gentle wash

Vim dishwash

Personal Care Brands:-

Aviance Beauty Solutions

Axe deodorant and aftershaving lotion

LEVER Ayush Therapy ayurvedic health care and personal care products

Breeze beauty soap

Clear anti-dandruff hair products

Clinic Plus shampoo and oil
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Close Up toothpaste

Dove bar & skin cleansing, hair care range, lotions & Creams and anti-per spirant

deodorants

Denim shaving products

Fair & Lovely - fairness products

Hamam

Lakm beauty products and salons

Lifebuoy soaps and hand wash range

Liril 2000 soap

Lux soap

Pears soap

Pepsodent toothpaste

Pond's talcs and creams

Rexona soap

Sunsilk shampoo

Sure anti-perspirant

Vaseline petroleum jelly, skin care lotions
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Place:-

Perfect Stores

The Perfect Stores initiative was launched by HUL , in May 2010, with the aim to

improve the availability and visibility of its products in retail stores across the country.

In May 2010, four thousand HUL employees from across functions launched the

initiative through Project Bushfire and created 16,000 Perfect Stores in 130 towns in

India in a span of 6 days.

The employees not only laid out various products on the stores shelves but also dusted

them, thereby transforming the whole look of the stores.

The company is constantly increasing the number of stores it covers under the Perfect

Stores program.

Technology has played a key role in this initiative.

The companys salesmen have been provided with a hand held terminal called iQ,

which gives customized recommendations for each store which products to sell, whento sell them and in what quantity.

The salesman just has to sync the iQ device when visiting the distributor and download

data from the centre to retrieve information on the market.

To strengthen this initiative, HUL launched POPeye [- an initiative that puts the power of

iQ in the hands of the employees.

When an HUL employee visits an outlet and finds the companys product out of stock,

he can log stock calls either by logging on to the Popeye site, or report the information

by phone or email.


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Direct Selling Division

HUL also runs Hindustan Unilever Network (HULN), a direct selling business arm.

Under HULN, health products are marketed by Ayush Therapy in collaboration withArya Vaidya Pharmacy, Coimbatore; beauty products by Aviance; home products by

Lever Home; and male grooming by D.I.Y.

There are also premium products for beauty salons and others.

Promotion:-

Khushiyon Ki Doli

The company launched a multi-brand rural marketing initiative called Khushiyon Ki Doli,

in 2010 in three states Uttar Pradesh, Andhra Pradesh and Maharashtra.

Through this initiative more than 10 million consumers were contacted directly in more

than 28,000 villages across these three states.

Through this initiative, the company also reached out to 170,000 retailers in thesevillages.

Through this initiative HUL engaged with 25 million rural consumers in media dark areas

in 2011.

Various personal care and home care brands of HUL have participated in this initiative

including: Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and Closeup.

The module follows a three-step process, starting with awareness, moving on to

consumer engagement and finally retail contact.
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The first step of spreading awareness is achieved through a team of promoters who

head to each village and invite the villages to what is known as Mohallas to make them

aware of the company and its products.

In every village, there are about 4-5 teams that conduct these events in local language

for small focused groups so that it allows for greater engagement and involvement for

the consumers.

During this activity, brands are introduced with the help of TVCs that are played

continuously.

And the promoters by way of live demonstrations bring alive the hygiene benefits of

using such brands and improving the quality of daily life.

To increase the fun element and enhance involvement, promoters also conduct simple

quizzes and games around the brands and daily hygiene habits.

As part of this activation,the company offers schemes both for the participating

consumers and also local retailers for generating trial among consumers as well

enhancing availability at retail.

Post the mohalla activity, the promotes go home to home and conduct consumer home

visits to generate trial where they offer attractive promotions to the consumers.

Similarly, there is another team which visits all the shops in the village which ensures

improved availability and visibility of HUL brands.

Technology has been used to highlight the benefits of HULs brands in a simple and

engaging manner.

At the same time, traditional symbols have also been used to create more acceptance.

For example, the brand films and hygiene messages are shown to the consumers

through the use of Palki.
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The company tied up with CNBC TV18 in 2009 to launch a television show titled,

Lessons in Marketing Excellence a marketing case-study competition for management

students in India.

Some of the participating institutes include: IIM Calcutta, IIM Ahmedabad, IIM

Bangalore,IIM Indore, XLRI,Jamnalal Bajaj Institute of Management Studies, SP Jain

Institute of Management and Research and National Institute of Industrial Engineering.

Skin lightening creams

Hindustan Unilever's "Fair and Lovely" is the leading skin-lightening cream for women in

India.

The company was forced to withdraw television advertisements for the product in 2007.

Advertisements depicted depressed, dark-complexioned women, who had been ignored

by employers and men, suddenly finding new boyfriends and glamorous careers after

the cream had lightened their skin.

In 2008 Hindustan Unilever made former Miss World Priyanka Chopra a brand

ambassador for Pond's, and she then appeared in a mini-series of televisioncommercials for another skin lightening product, White Beauty, alongside Saif Ali Khan

and Neha Dhupia; these advertisements, showing Priyanka's face with a clearly darker

complexion against the visibly fairer Neha Dhupia, were widely criticized for

perpetuating racism.
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