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PRODUCT MIX
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Brief about the Company
Indias largest fast Moving consumer Goods
company with 100 factories across India.
In 1931,first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company, followed
by Lever Brothers India Ltd.(1933) & United
Traders Ltd.(1935).
HLL formed in nov.1956.
The Anglo-Dutch company Unilever owns a
majority stake in Hindustan Unilever Ltd.
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Brief about the Company
One of the countries largest exporters and recognized as a
Golden Super Star Trading house.
The mission- add vitality to life
Harish Manwani, Chairman, Hindustan Unilever Ltd (HUL)
Gross turnover-14938 crore
HULs managing director and CEO Nitin Paranjpe.
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VISION OF THE COMPANY
To earn the loveand
respectof India,
by making a
real differenceto every Indian
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P P
R R
O OD D
U U
C & CT T
M L
I I
X N
E
S
Hindustan
Unilever
Ltd.
Personal
wash
Laundry
Hair care
Oral care
Skin care
Tea
Lux
Surf excel
Sunsilk
Close up
Ponds
Coffee
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74.3%
CONTRIBUTION TO DIFFERENT SECTORS
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HOME & PERSONAL CARE
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Home & personal care
Personal
wash:- YES
Laundry:- Dishwasher Disinfectant
s
Hair -Care Oral-care
LUX Surf Excel Vim Domex Sunsilk
naturals
Pepsodent
LIFEBOY Sun light Cif Clinic Close-up
LIRIL Rin Dove
HAMAM Wheel Lifebuoy
BREEZE Ala bleech
DOVE
PEARS
REXONA
WIDTH
LE
N
G
T
H
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Personal care product
Skin care Colour
cosmetics
deospray Ayurvedic
personal
&health cre
Fair & Lovely lakme Axe Ayush
Lakme Rexona
Ponds
Vaseline
WIDTH
L
E
N
GT
H
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BRANDS
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Foods & beverages
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The Food port folio of the company comprises of following
brands:
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Food & BeveragesTea Coffee Foods Ice cream
Brooke bond Brooke bond
BRU
Kissan Kwality Walls
Lipton Annapurna
Taj mahal Knorr soups
Modern
bread
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FOODS AND BEVERAGES
TEA- BROOKE BOND
TAJ MAHAL(TEA BAGS)
3 ROSES
A1
RED LABEL
Product Depth & consistency
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Five Product Levels
Each additional layer adds cost
Augmented benefits could
become Expected benefits
Augmentation could lead basic
benefit segments vacant
Applicable to most, if not all,
products
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Analyzing the Five Product Levels-food sector
Core benefit - refreshment, hunger
Basic Product taste, raw material
Expected product
hygiene ,safe consumption,nutritious & quality
Augmented product
easy to open & morevariety(flavors)
Potential product gifts, price discount& offers
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CUSTOMER & its INFLUENCER
product customer influencer
Tea All youth and old age CELEBRITES,
PACKAGING,PRICE,BRAND
LOYALTY ,ADS
&COMPETITORS
Coffee Youth & old age FLAVOURS,BRAND,TASTE &
COMPETITORS
RECREATIONAL TIMES
Food All age group Price, competitor ,health
&issue, taste& flavour
Ice cream Children & youth Quality.taste,hygiene,comp
etitors
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Product line length management
1. Line stretching -
Upward- Taj mahal,lipton(darjeeling
tea),Kwality walls(),Knorr soup
Downward- Annapurna Atta, salt,kisan jam,
modern bread, ketch up,taaza
2.Line filling- red label,brook bond,lipton red
tea,annpurna Atta
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Product line length management
3.Line Pruning-A1 BRAND,BROOK BOND UMBRELLA
4.Line modernization-
TEA BAGS(LIGHT,MEDIUM & DARK) &brook
bond (sehatmand),Lipton yellow label brand.
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HUL SATISFY NEED OF CUSTOMER?
YES, definitely the core and augmented product
formed according to need and satisfaction of
consumer
HUL is currently working on setting up a distribution
network across the country with cold chain. This product contribute more than 20% of
profit of company
HUL has launched a websitenamed www.cookitup.in where along with
HUL food products.
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Options For Growth
Increase Market Share
Introduce New Products
Move into New Markets
Relaunch its old Brand
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OTHERS
Frozen food
Nutraceuticals
Ready to eat Spices & seasonings
Snacks foods
Low crab
Retail chain
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BRAND ISSUE
WITHDRWING ITS BRAND DUE TO QUALITY
ISSUE
Problem of mercury pollution
Problem of Skin lightening cream
Stiff competition in Dairy segment
Margarine product under the name of blueband withdraw from market due to failing of
consumer fancy ,10 years ago
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