HUL

Presented By : DOLLY P. RANA

Hindustan Unilever LimitedA veritable ‘House of Brands’

History Hindustan Unilever Limited (abbreviated to HUL),

formerly Hindustan Lever Limited , is India's largest consumer products company and was formed in 1933 as Lever Brothers India Limited. It is currently headquartered in Mumbai, India and its 41,000 employees are headed by Harish Motwani, the non-executive chairman of the board.

HUL is the market leader in Indian products such as tea, soaps, detergents, as its products have become daily household name in India. The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.

The company was renamed in late June 2007 "Hindustan Unilever Limited".

Mission of HUL

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

Product line of HULToilet soap Skin care Hair care Colour

cosmeticOral care

LirilLux Life BuoyPearsBreezeDoveSavlon Hamam Raxona

Fair & LovelyFair & HandsomePond’s

Vaseline

SunsilkClinic plus Lux

LakmeAviance

PepsodentClose up

Product Line depth

Product mix widthCONT………….

Deodorants Soap & Detergent

Beverages Tea/coffee

Food Ayurvedic personal care

AxePond’sRexonaDenim

Surf ExcelRinWheelOk501SunlightAlavim

3 RosesLipton yellow LabelLipton green LabelLipton Ice teaRed LabelTaj Mahal Brooke bond TazaaBru (coffee)

Knorr Annapurna Atta,SaltModern Food RangeKwality Wall’sMaxKwality Wall’s cernetto, black current SundayKissan

Ayush

Product line of HUL

Product Line depth

Product mix width

Milestone In 1931, Unilever set up its first Indian subsidiary, Hindustan

Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956.

Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold through an international acquisition of Pond's USA in 1986

In one of the most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills Company (TOMCO) merged with HUL, effective from April 1, 1993.

Milestone (cont………….)

Lipton India Ltd was merged into Broke Bond India Ltd in 1994 & became Brooke Bond Lipton India Ltd (BBLIL). BBLIL was in turn merged with Hindustan Lever in 1997. so the Brooke Bond & Lipton brands belong to Hindustan Unilever Ltd.

Kissan Products Ltd was taken over by Brooke Bond India Ltd in 1994, which in turn merged into the Hindustan Lever in 1997, thereby bringing the Kissan brand under Hindustan Unilever Ltd.

Lakme was initially a Tata group company, which later become joint venture company, Lakme Lever Ltd, & was eventually merged with Hindustan Lever Ltd in march 31, 1997.

Strategies used by HUL For Reluanching / Repositioning the Brand

o “Low Unit Price” Packs

HUL introduced sachets for various product like Shampoo, soaps, detergents, fairness cream, cold cream, tooth paste, deodorants like rexona etc.

o Breeze 2-in-1

In the late1990s, HLL realized that rural consumer used the same soap to clean both body & Hair. HLL developed a combined soap & Shampoo that was cost effective & also less harsh on hair than ordinary soap. HLL launched new soap-cum shampoo for rural women under Breeze umbrella, because the brand already established as beauty soap.

o HUL plans Rural campaign for Reposition Lifebuoy

The company launched a direct rural contact program called

“Lifebuoy Swathya Chetana”. The campaign intended to generate

awareness about good health & hygiene & how the simple habit

of washing hands regularly with soaps could prevent transamission

of diseases.

SWOT Analysis of HULS - STRENGTHS

w - WEAKNESS

O - OPPORTUNITIES

T - TREATHS

STRENGTHS

o Targeting Particular customer segment

HUL follow the “House Of Brands” model of brand architecture. This enables the company to develop each brand as an autonomous entity, with its own product range. Each brand operates in a particular product category &/or is focused on a specific consumer segment. e.g. Modern Food Range focus on the working women who do not have time for preparing food.

e.g. Fair & lovely menz active & Clinic All Clear Men launched only for men.

e.g. Lakme focus on the female consumer, both working & non working women.

o Strategies for launching Multiple brands

Different strategy for launching a new brand & repositioning the brand enables the company to simultaneously offer multiple brands of the same product.

o Easy luanching of sub brands

HUL has gained from an advantages offered by this model i.e. the ability to add & withdraw brands without affecting the corporate brands or parent brand.

o Large Market in Rural area

HUL has highest Rural Household penetration among the FMCG companies. Extent of Rural House penetration by Major FMCG companies are given below:

Company Household penetration HUL 88%Nirma chemical works 56%Colgate Palmolive 33%Parle foods 31%Malhotra Marketing 27%

WEAKNESS

o Expensive Model

The major weakness of the “House of Brands” model is that each brand requires a substantial marketing budget. This model is evidently expensive model.

OPPORTUNITIES

o Easily introduced sub-brands

New sub-brands & products variants can be easily introduced , & can expect to find acceptance with relatively ease based on the strength of the core brands.

o Opportunities in foreign market

HUL can introduced the sub-brands of tea, coffee in beverages & varieties of rice under the food brand – Annapurna in foreign market. Because these are the major exports brands preferred by foreign as well as Asian countries.

TREATHS

o Non obvious competition

There are many competitors in local markets which non obviously affect the well established International brands.

e.g. In the 1977, HUL faced the non obvious competition , Mr. Sen, the marketing editor of HUL realised that HUL was losing the battle very fast, a battle that they did not even known that the small entrepreneur, Mr. Karshanbhai Patel from Ahmedabad had made on the sales of HUL’s strongest brand Surf. Within a very short span of time, Nirma had penetrated into market.So, this type of competition may be faced by HUL in future also.

o Obvious competition

Procter & Gamble is the great competitor of HUL.

e.g. HUL launched the premium version of Surf excel in 1992 in response to P&G’s Ariel. Surf excel liquid concentrate was introduced in 2000 to counter P&G’s Tide, But was withdrawn in 2003.

o Reduction in price due to competition

Due to the Heavy competition in market; HUL will have to face the challenge of maintain the high quality products & introducing high quality products with low price.

Personal wash – 9 Major Brands

LuxHamamLirilRexona

BreezeLifebuoy

PearsDove

Mid-Price Segment

Popular Segment

Premium Segment

LUX Launched in – 1929Available in – Toilet soap, Body wash, face wash & shampoo

Variants in Lux toilet soap – Lux orchid touch, Almond Delight, with fruits extracts & honey, with sandal safforn, chocolate sedutation, Aromatic Glow, Aqua sparkle, Uplifting, White Glow, White body wash.

Body Wash – Soft Luxury, Uplifting firm, white Glow, silk Nourishment

Face wash –Rich Moisture, Fresh Moisture

LIFEBUOY

Launched in – 1895Available in – Toilet soap, Hand wash, Talc

Variants in Toilet soap – Lifebuoy active, International plus, International Gold, Total, Deofresh, Nature, Care, clear skin with multanimitti, Skin guard

Hand Wash – Lifebuoy Total, Deofresh, Nature, Care

Talcum powder – Lifebuoy Family Talc

LIRIL

Launched in - 1974Available in – Toilet soap, Talcum powder

Variants in Toilet soap – Liril cologne, Rain Fresh, Icy cool, orange splash, Aloe vera with lemon

Shower gels –Liril Lime Fresh, Icy cool

Talcum powder – Liril Talc

HAMAM

Launched in – 1934Available in – Toilet soap

Variants in HamamHamam Herbal contents – aloe vera, Tulsi, Neem extractsHamam Ubtan Scrub bath soap with green gram flour, Turmeric, Sandal & milk

DOVE

Launched in – 1995 (ultra premium segment)Available in – Toilet soap, body wash, Shampoo & Conditioner

Variants in Dove Soap – Dove soap, Gentle exfoliating soap, Fresh moisture bathing bar

Varieties in Dove body wash – Dove Ultra Moisture body wash

Varieties in Dove Hair care – Dove Dry Therapy Conditioner, breakage Therapy Shampoo

PEARS

Launched in – 1902Available in – Toilet soap, Face wash

Varieties in Pears Soap – Pears pure & gentle, oil clear, germ shield, junior

REXONA

Launched in – 1947Available in – Toilet soap, Deodorant

Variants in Rexona Soap – Rexona coconuts, cucumber

Variants in Rexona Deodorant – Rexona men 24 hour protection (for men), free spirit (for women), Ice cool (for men), cotton dry( for female), International Rexona Intensive (for both male & female)

In 2003 Rexona soap migrate into Lux brand that is “Rexona with Lux milk cream”

BREEZE

Launched in – 1947Available in – Toilet soap

Variants in Breeze –Breeze Rose, Lime, Rajnigandha, Sandal

Relaunched as Breeze “Scent Magic”

Laundry & Home care

Surf Excel

Rin

Wheel

VimDomexSunlight

Premium Laundry Brand

Mid-range Laundry Brand

Economy Laundry Brand

Other Laundry and Home Care Brands

SURF EXCEL

Launched in – 1992Available in – Detergent powders & Cake

Variants in Detergent powder – Surf Excel Automatic, Quick wash, Blue

Variants in Detergent bar –Surf excel bar launched in 2006

Fabric conditioner – Surf Excel gentle wash & comfort (2006)

RIN

Launched in – 1969Available in – Detergent powders & Cake, Bar soap, fabric whitener

Varieties in Detergent powder –Rin advanced, Advanced Jasmine fresh, Rin shakti

Variants in Detergent bar – Rin advanced, Rin shakti

Fabric conditioner – Rin Ala fabric whitener, Rin 501 Bar soap

Rin Shakti powder was renamed Rin Advanced in 2007, In 2007 Rin Supreme bar was migrated as surf excel bar

WHEEL

Launched in – 1987Available in – Detergent powders & Cake

Variants in Detergent powder –Wheel Active colours, Lemon fresh

Variants in Detergent bar – Wheel Active colours, Lemon fresh

VIM Launched in – 1993Available in – Detergent powders, Bar, Liquid (Dish washing)

DOMEX (Household Cleaning liquid)

Launched in – 1996Available in – Household clearing with kitchen, bathroom/toilet & floor clearing products

Variants in Detergent powder – Domex Disinfectant cleaner, Thick Disinfectant, Power Cleaner, 2-in-1 phenolic cleaner

SUNLIGHT

Launched in – 1888Available in – Soap, Powder, Cake

Variants in sunlight – Sunlight soap powder, Bar soap

Skin CareThe major Skin Care brands under HUL are as follows:

Fair & LovelyPond’sVaseline

FAIR & LOVELY

Launched in – 1978Available in – Fairness cream, soap, Premium Skin care range & Ayurvedic Skin care products

Variants in Fairness cream –Fairness creams (FC), Ayurvedic FC, FC with extra brightness, Menz active (2006)

Variants in Fairness soap –

F & L perfect Radiance(2004) – Premium skincare cream, Scrubs, Gels & Lotion

F & L Ayurvedic Range(2006) – Face mask, Bath paste, cleansing bar, Body lotion

F & L other extensions – Active sun block Lotion, Skin clarity, Anti – Marks cream

POND’S

Launched in – 1947Available in – Fairness creams, Talcum powder, Face wash

Variants in Cold Cream –Cold cream vanishing cream, Beauty snow

Variants in Talcum powders – Dream flower Talc, Angel Face with sunscreen, Magic Deo Tacl, Light ‘n’ Fresh

Variants in Skin cream & Lotion – Dream flower moisturizing lotion, All Day Oil control Cream, Pimple Care Facial Foam, Daily Face Wash, Age Miracle

VASELINELaunched in – 1947Available in – Petroleum Jelly

Variants in Vaseline – White petroleum jelly, Total Moisture Lotion, Aloe Fresh summer Body Lotion, Crack Relief

Hair CareThe major Hair Care brands under HUL are as follows:-

SunsilkClinic

SUN SILK

Launched in – 1964Available in – Shampoo, conditioner, Hair colour

Variants in Sun silk –Shampoo, Conditioner

Variants in Sun silk Naturals – Shampoo, Combing Lotion

Variants in Sun silk Hair experts –Nourishing condition, Leave on Intensive conditioner

Variants in Sun silk Pro colour –Hair Dye for Indian hair shades

Variants in Sun silk colour shine –Shampoo, Nourishing conditioner, Leave on

ClinicLaunched in – 1971Available in – Shampoo, conditioner, Hair colour

There are at present two principal sub-brands under this brand :-Clinic Plus – positioned as a family health brand Clinic All Clear – marketed on the anti-dandruff platform

Variants in clinic plus – Clinic Plus Daily Care Milk Protein ShampooClinic plus Ayurvedic Hair WashClinic Plus Anti Dandruff ShampooClinic Plus Daily Care non-sticky coconut hair oil

Varieties in Clinic All Clear brand :-

Clinic All Clear Total Anti Dandruff Shampoo Clinic All Clear Ice Cool Anti Dandruff Shampoo (with methanol)Clinic All Clear Scalp Oil Control ShampooClinic All Clear Active CareClear All Clear Men (anti-dandruff shampoo for men in two

variants – Activsport and Hairfall Decrease)

Oral care

The major Oral Care brands under HUL are as follows:-

PepsodentClose Up

PEPSODENT

Launched in – 1993Available in – Tooth paste, Tooth Brush, Tooth powder

Variants in Tooth paste –Pepsodent Germicheck, Pepsodent 2-in-1(combition paste & gel), Pepsodent G Gum care, Pepsodent Whitening, Pepsodent complete, Pepsodent center fresh

Variants in Tooth Brush – pepsodent Champion, Flexiclean, Gum care, Junior perfect, popular

CLOSE UP

Launched in – 1975Available in – Tooth paste, Tooth Brush (close up curve)

Variants in Tooth paste –Close up Tingly Red, Lemon Mint, Eucalyptus waves, Fluoride, Milk calcium Nutrient Gel, Ultra Whitening

Deodorants

The major deodorants brands under HUL are as follows:-

Axe

Rexona

AXELaunched in – 1999Available in – Deodorant & various Male grooming Products

Variants in - Java, Pulse, Dimension, Voodoo and Phoenix.

REXONALaunched in – 1995Available in – Deodorant & various Male grooming Products

Variants in – Rexona free spirit, Rexona Ice cool, Rexona Ionic,Rexona cotton dry, International Rexona Intensive

Colour Cosmetics

The major brands under HUL are as follows:-

LakmeElle

LAKME

Launched in – 2001Available in – Colour cosmetic, Skin care & Hair Care Products

Variants in – Comprises, lip colour, nail enamel, eye shadow & make up, foundation

Variants in skin care products – Lakme peach milk moisturizer, Sun expert moisturizing, face Magic Daily Wear Souffle, Radiance compact powder & Deep pore cleansing pads

Variants in Hair care products – Lakme Instant Bounce Volume Spray, Hairnext hair spray & hair souffle, Face Magic Daily wear Souffle

ELLE 18

Launched in – 1990Available in – Lip colour, Nail enamel, Eye liner

Variants in lip colour –Peppered Pink, Dew lip3, Fire cracker, Diva, Potpourri, Bloom

Variants in Nail colour –Peppered Pink, Dew lip3, Fire cracker, Diva, Potpourri, Nail Art

Tea / Coffee

The major brands under HUL are as follows:-

Brooke BondLiptonBru

BROOKE BOND

Launched in – 2003Available in – Tea

Variants in Brooke Bond – Brooke Bond Taj Mahal, Brooke Bond Red Label, 3 Roses, Top star, Brooke Bond A1

LIPTON Launched in – 1997Available in – Tea

Variants in Lipton – Lipton Yellow Label, Lipton Green Label, Lipton Super, Lipton Ruby

BRU Launched in – 1969Available in – Coffee

Variants in Bru – Bru Instant Coffee, Bru Cappuccino, Bru Roast & Ground, Bru Malabar Roast & Ground, Bru Ice Cappuccino Irish Crème

Processed FoodsKISSAN

Launched in – 1997Available in – Ketch up & sauces, Jams & Spread, Fruit Squashes & Crushes

Variants in Ketch up & sauces – Kissan Fresh Tomato Ketch up, Kissan Tom Tom Sauce, Kissan Tangy Tom Pataka Sauce, Kissan Squeezo, Kissan Tomato Puree

Variants in Jam & Spreads – Two Brands – Kissan & Kissan Fruit KickKissan Jam – Mixed Fruits, Dry Fruits, StrawberryKissan Fruit Kick (2002) – Dry Fruits, Mixed Fruits

Variants in Fruit Squashes & Crushes - Orange Squash, Pineapple Squash, Lime Juice Cordial

ANNAPURNA Launched in – 1997Available in – Salt, Wheat Flour

Annapurna Salt Launched in 1997Annapurna Wheat Flour Launched in 1999

KNORR Launched in – 2001Available in – Soup powder, Chinese Foods Mixes

Variants in Knorr Soup Powder (2001) – There are 14 Flavors of soup powders

Variants in Knorr Chinese Food Mixes (2007) – Chinese Chili, Chinese Manchurian, Chinese Shezuan, Chinese Sweet & Sour Sauce Mix & Chinese Hakka Noodles Sauce Mix

Ice cream

KWALITY WALL’SLaunched in – 1995

Varieties in – Sundae Cornetto, Feast , Max

Variants in Max – Max Masti, Max Magic, Choco Max, Max cream & Toffy Max

Kwality wall’s Ice cream introduced various sub-brands for different target group like Sundae Cornetto targeted as adults, feast for teenagers, Max for children

Ayurvedic Personal Health Care

AYUSH

Launched in – 1997Available in – Ayurvedic Personal & Healthcare Products

Variants in – Toilet Soap – Ayush soap, Ayush Body Rakshak SoapShampoo – Ayush Hair Poshak Shampoo, Ayush Dand Nasak ShampooHair Oil – Ayush Hair Posak OilSkin Care – Ayush Fairness Cream Nutritional – Ayush Posak Rasanyana

EXPORTS

Today, HUL is one of India’s Largest exporters of branded Fast Moving Consumer Goods. It has been recognized by the Government of India as a Golden Super Star Trading House.

A brief on HUL's Exports portfolio

Home & Personal care (HPC)The categories under HPC include products in Skin care, Oral care, Pears, Personal Wash & Lakme range.

Skin Portfolio includes Mass & Masstige Skin (Cream & lotions under Fair & Lovely and Dove brands), Shampoos and Conditioners (under Sunsilk brands), Vaseline & Talc (under Ponds brands). In the past the focus market was in Middle East and Asia, which is now slowing changing with current exports to European countries and robust plans to source different products to US in the near future.

Lakme Products are mainly exported to the countries with Indian Ethnic population or to geographies where the brand enjoys strong equity. The markets include Nepal, Bangladesh, United Kingdom & Maldives.

Pears Category consists of Bars, Hand Wash, Body Wash and Shower Gel. Pears is being sold globally including to North America / UK to the GCC / African countries extending up to Singapore and Australia. While the bar remains the most popular product, the brand has now extended to hand wash, shower gel, body wash and face wash. Currently Pears is celebrating its 200 year anniversary which shows the rich heritage and the strong brand equity it enjoys over generations.

Oral Care consists of Tooth Paste and Tooth Brush (under Pepsodent, Close-up, Mentadant and Signal brands). The exports are to Asian and European countries.

Personal wash category predominantly consists of Lux, Fair & Lovely Soap, Lifebuoy Hand wash

Food and Beverages (F&B)Tea Category Includes : Tea Bags (includes Tea Bags, Flavored Tea Bags and Square Tea Bags), Instant Tea, Bulk Tea & Packet Tea. The branded packet tea, and instant tea are for Unilever's ready-to-drink tea business. The branded teas are Brooke Bond, Brooke Bond Red label, Brooke Bond Taj Mahal, Lipton, Lipton Yellow Label, Lipton Green Label, Lipton Brisk and Lipton 3-in-1 premix.

Coffee Category consists of Instant coffee & special coffee Beans (under Bon and Bru brands). The focus market for Bon is CIS markets while Bru is mainly sold to Ethnic markets / Indian diaspora world-wide. Both Bon and Bru straddle the entire gamut of formats comprising of spray dried coffee, granulated, freeze dried and pre mixes.

Processed Foods categories include Fruit Spreads / Jams, Soup Powders, Salt, Wheat Flour, Tomato Ketchup and Custard Powder. The branded processed food items consists of Kissan, Knorr, Annapurna, Captain Cook, Brown & Polson brands.

RiceThe categories are Basmati Rice and Basmati Rice-based ready-to-eat rice meals. The brands are Gold Seal, Indus Valley, Rozana and Annapurna.

Water Purifier

The Pure-It in-Home water purifier was launched in 2005, in South India, and thereafter extended nationally.It works with the help of a Germkill Battery Kit, a trade-marked product, developed by Unilever’s Research Centers.