PROJECT REPORT ON

MARKETING STRATEGIES OF HINDUSTAN UNILEVER

LIMITED IN INDIA

Under the guidance of: Submitted by:

Name: Nagma Abaidin Name: Deepanshu Sharma
Designation: B.Com.(H) -4th Semester
Roll no. 02319588822

DON BOSCO INSTITUTE OF TECHNOLOGIES

Affiliated to Guru Gobind Singh Indraprastha University, New Delhi

Contents
STUDENT’S DECLARATION
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
CHAPTER- 1
INTRODUCTION
INTRODUCTION ABOUT HINDUSTAN UNILEVER LIMITED
RESEARCH OBJECTIVES OF THE STUDY
Main objective
Other objectives
RESEARCH METHODOLOGY
Types of Research
Basic Research
Applied Research
Problem oriented research
Problem solving
Quantitative Research
Qualitative Research
METHODOLOGY
Research design
Data collection method
CHAPTER-2
ABOUT THE ORGANIZATION
COMPANY PROFILE0
PRESENT MARKETING STRATEGIES
FUTURE PROJECTS
VISION
CHAPTER-3
ANALYSIS
SWOT ANALYSIS
MAJOR COMPETITORS OF HUL

MARKET SHARE OF MAJOR FMCG COMPANIES

AWARDS AND FELICITATIONS

CHAPTER-4
HUL's EFFECT ON PEOPLES LIVES

CHAPTER-5
CONCLUSION
BIBLIOGRAPHY
ANNEXURE
 CERTIFICATE

This is to certify that the project work “Marketing Strategies of HINDUSTAN UNILEVER LIMITED in
India” made by Deepanshu Sharma
,

B.Com (H), 02319588822, is an authentic work carried out by his/her under guidance and supervision of “Nagma
Abaidin”..

The project report submitted has been found satisfactory for the partial fulfillment of the degree of

Bachelor of Commerce (Honours).

Project Supervisor

Signature

Name
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who

graciously gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards the Project supervisor Nagma Abaidin. who
devoted his/her precious time to interact, guide and gave me the right approach to accomplish
the task and also helped me to enhance my knowledge and understanding of the project.

Signature:

Name of Student: Deepanshu Sharma

Enroll. No: 02319588822
Course: B COM(H)
Semester: 2
 DECLARATION

I hereby declare that the following documented Project report titled “Marketing Strategies
of HINDUSTAN UNILEVER in India” is an original and authentic work done by me for the
partial fulfillment of Bachelors of Commerce degree program.

I hereby certify that all the Endeavour put in the fulfillment of the task are genuine and
original to the best of my knowledge & I have not submitted it earlier elsewhere.

Signature:

Name of Student: Deepanshu Sharma

Enrolment No.: 02319588822

Course: B COM(H)

Semester: 4
 EXECUTIVE SUMMARY

The main objective of the project is to get the knowledge of the products of the Hindustan Unilever
Limited and what are they doing to get the customer loyalty and to maintain their market. This is also to
find the preferences of customer and there market knowledge and product information,
information about the presence of the rivals of Hindustan Unilever Limited and all the other
options they have in the market. What are the techniques they adopt to know about the
preferences and changing needs of the customer. H i n d u s t a n U n i l e v e r L i m i t e d a r e a l s o l o o k i n g
t o t a p t h e m a r k e t i n r u r a l s e c t o r , s o t h e y a l s o t a k i n g i n t o consideration the needs and
wants of the people there. They are also studying the consumption habits of the rural people.
Like most of them are daily wage earners o r s m a l l p e a s a n t .

As the per-capita income of India is increasing along with the Indian population. So, the future for the
FMCG Companies is bright. To analysis the past performance & the future demand of HUL,
FMCG products we have considered following points:

o We have a listed the different FMCG product lines of HUL.

o We have done competitor’s analysis and HUL’S different categories of products are
analyzed with comparison to its competitors.
 CHAPTER- 1

INTRODUCTION
 INTRODUCTION

Hindustan Unilever Limited is the Indian arm of the Anglo-Dutch company – Unilever. Both Unilever and
HUL have established themselves well in the Fast Moving Consumer Goods (FMCG) category. In India,
the company offers many households brands like Dove, Lifebuoy, Lipton, Lux, Pepsodent, Ponds,
Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were also rewarded when four of HUL brands
found place in the ‘Top 10 brands’ list for the year 2008 published in The Economic Times.

Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever Limited, is INDIAs 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 Manwani, 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 as "Hindustan Unilever Limited".

Some of its brands include Kwality Wall's ice cream, Lifebuoy, Lux, Breeze, Liril, Rexona, Hamam, Moti
soaps, Pureit Water Purifier, Lipton tea, Brooke Bond tea, Bru Coffee, Pepsodent and Close Up toothpaste
and brushes, and Surf, Rin and Wheel laundry detergents, Kissan squashes and jams, Annapurna salt and
atta, Pond's talcs and creams, Vaseline lotions, Fair & Lovely creams, Lakme beauty products, Clinic Plus,
Clinic All Clear, Sunsilk and Dove shampoos, Vim dish wash, Ala bleach and Domex disinfectant,
Rexona, Modern Bread and Axe deospray.HUL has produced many business leaders for corporate India. It
is referred to as a ‘CEO Factory' in the Indian press for the same reasons. It’s leadership building potential
was recognized when it was ranked 4th in the Hewiit Global Leadership Survey 2007 with only GE, P&G
and Nokia ranking ahead of HUL in the ability to produce leaders with such regularity

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.
Over time HUL has developed into a viable & competitive sourcing base for Unilever worldwide in Home
and Personal Care & Foods & Beverages category of products. HUL is also a global marketing arm for
select licensed Unilever brands and also works on building categories with core country advantage such as
branded basmati rice.

Unilever was a result of the merger between the Dutch margarine company, Margarine Unie, and the
British soap-maker, Lever Brothers, way back in 1930. For 70 years, Unilever was the undisputed market
leader but now faces tough competition from Proctor & Gamble and other Water Purifier companies.

HUL Exports offers high level of service with flexibility and responsiveness thorough out the supply
chain. It has a dedicated organization structure to support this endeavor and this has helped in growth of
these businesses in particular. Intrinsic cost competitiveness in the end to end Supply chain with
appropriate technology and competitive capital investment operations while delivering best in class
quality enables HUL to position itself as a key sourcing hub for Unilever and also become a preferred
partner for Global customers in categories we operate.

HUL’s key focus in the exports business is on two broad categories. It is a sourcing base for Unilever
brands in Home & Personal Care (HPC) and Food and Beverages (F&B) for supplies to other Unilever
companies. It also focuses on becoming a preferred supplier to both non-Unilever and Unilever clients in
three categories in which India, as a country, has competitive advantage – Branded Rice, Marine Products
and Castor and its Derivatives. HUL enjoys international recognition within Unilever and outside for its
quality, reliability and speed of customer service. HUL's Exports geography comprises, at present,
countries in Europe, Asia, Middle East, Africa, Australia, and North America etc.

HUL is also known for its strong distribution network in India. HUL launched a water purifier in 2004 in a
district in Chennai. The idea behind this project was to create separate market place among the water
purifier market so HUL launched that purifier.

 HUL’s products touches two out of three Indian everyday

 Reach 80% Households
 Direct Coverage of 1milion outlets
 2000 Suppliers and Associates
 71 Manufacturing locations
 15000 Employees
 1100 managers
 Shelf availability 84% outlets in India
 RESEARCH OBJECTIVES OF THE STUDY

MAIN OBJECTIVE:

The main objective of this project is to find, what are the steps Hindustan Unilever Ltd. is
adapting to be market leader and to differentiate itself from its competitors. What is the steps
company is utilizing to find current trend in the market. Most of the product of HUL comes in the
category of convenience products. They are f r e q u e n t l y u s e d a n d b o u g h t b y t h e c u s t o m e r s .
T h e r e i s l a r g e n u m b e r o f p l a y e r s i n t h e market, who are supplying similar product to the
customers. Now, customers have become smart, they have great knowledge of market, product
and suppliers. So, they are looking for the product which is providing something
extra.

Other objectives:

o Market structure Analysis- Market structure analysis refers to the nature and degree of competition in the
market for goods and services. The structures of market both for goods market and service (factor) market
are determined by the nature of competition prevailing in a particular market.

o SWOT Analysis- SWOT analysis is a strategic planning technique used to help a person or organization
identify the Strengths, Weaknesses, Opportunities, and Threats related to business competition or project
planning. It is intended to specify the objectives of the business venture or project and identify the internal
and external factors that are favorable and unfavorable to achieving those objectives. Users of a SWOT
analysis often ask and answer questions to generate meaningful information for each category to make the
tool useful and identify their competitive advantage. Strengths and Weakness are frequently internally-
related, while Opportunities and Threats commonly focus on environmental placement.

o Competitor Analysis- Competitor analysis is an assessment of the strengths and weaknesses of current and
potential competitors. This analysis provides both an offensive and defensive strategic context to identify
opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one
framework in the support of efficient and effective strategy formulation, implementation, monitoring and
adjustment. Competitor analysis is an essential component of corporate strategy

RESEARCH METHODOLOGY

Types of Research

Research can be classified in many different ways on the basis of the methodology of research, the
knowledge it creates, the user group, the research problem it investigates etc.

BASIC RESEARCH

This research is conducted largely for the enhancement of knowledge, and is research which does not have
immediate commercial potential. The research which is done for human welfare, animal welfare and plant
kingdom welfare. It is called basic, pure, fundamental research. The main motivation here is to expand
man's knowledge, not to create or invent something. According to Travers, “Basic Research is designed to
add to an organized body of scientific knowledge and does not necessarily produce results of immediate
practical value.” Such a research is time and cost intensive. (Example: An experimental research that may
not be or will be helpful in the human progress.)

APPLIED RESEARCH

Applied research is designed to solve practical problems of the modern world, rather than to acquire
knowledge for knowledge's sake. The goal of applied research is to improve the human condition. It
focuses on analysis and solving social and real life problems. This research is generally conducted on a
large scale basis and is expensive. As such, it is often conducted with the support of some financing
agency like the national government, public corporation, World Bank, UNICEF, UGC, Etc. According to
Hunt, “applied research is an investigation for ways of using scientific knowledge to solve practical
problems” for example:- improve agriculture crop production, treat or cure a specific disease, improve the
energy efficiency of homes, offices, how can communication among workers in large companies be
improved? Applied research can be further classified as problem oriented and problem solving research.
PROBLEM ORIENTED RESEARCH

Research is done by industry apex body for sorting out problems faced by all the companies. E.g.:- WTO
does problem oriented research for developing countries, in India agriculture and processed food export
development authority (APEDA) conduct regular research for the benefit of agro-industry.

• As the name indicates, Problem identifying researches are undertaken to know the exact nature of
problem that is required to be solved.

• Here, one clarification is needed when we use the term ‘Problem’, it is not a problem in true sense. It is
usually a decision making dilemma or it is a need to tackle a particular business situation.

• It could be a difficulty or an opportunity.

For e.g.:-Revenue of Mobile company has decreased by 25% in the last year. The cause of the problem
can be any one of the following:

• Poor quality of the product. • Lack of continuous availability. • Not so effective advertising campaign. •
High price. • Poor caliber / lack of motivation in sales people/marketing team. • Tough competition from
imported brands. • Depressed economic conditions

• In the same case, suppose the prime cause of problem is poor advertising campaign & secondary cause is
higher pricing. • To tackle the problem of poor advertising, we have to answer questions like, what can be
the new advertising campaign, who can be the brand ambassador, which media, which channel, at what
time & during which programme advertisements will be broadcast.

PROBLEM SOLVING

This type of research is done by an individual company for the problem faced by it. Marketing research
and market research are the applied research. For e.g.:- Videocon international conducts research to study
customer satisfaction level, it will be problem solving research. In short, the main aim of problem solving
research is to discover some solution for some pressing practical problem.

QUANTITATIVE RESEARCH

This research is based on numeric figures or numbers. Quantitative research aim to measure the quantity
or amount and compares it with past records and tries to project for future period. In social sciences,
“quantitative research refers to the systematic empirical investigation of quantitative properties and
phenomena and their relationships”. The objective of quantitative research is to develop and employ
mathematical models, theories or hypothesis pertaining to phenomena.

The process of measurement is central to quantitative research because it provides fundamental connection
between empirical observation and mathematical expression of quantitative relationships. Statistics is the
most widely used branch of mathematics in quantitative research. Statistical methods are used extensively
with in fields such as economics and commerce.

QUALITATIVE RESEARCH

Qualitative research presents non-quantitative type of analysis. Qualitative research is collecting,

analyzing and interpreting data by observing what people do and say. Qualitative research refers to the
meanings, definitions, characteristics, symbols, metaphors, and description of things. Qualitative research
is much more subjective and uses very different methods of collecting information, mainly individual, in-
depth interviews and focus groups.

I have used QUALITATIVE RESEARCH for the analysis.

 METHODOLOGY

The section includes the overall research design, the sampling procedure, the data collection method, the
field method, and analysis and procedure

RESEARCH DESIGN:
For this research project exploratory method is used. In exploratory method new things are found out from
the given topic.

DATA COLLECTION METHOD:

The data collect for the research can be classified as primary data and secondary data.

PRIMARY DATA: - The data collected for first time is known as primary data.

SECONDARY DATA: - The data which has been already collected by someone is known as secondary
data. It is collected from internet, books, etc.

RESEARCH INSTRUMENT
The instrument used for data collection is secondary data.
 CHAPTER-2

ABOUT THE ORGANIZATION

 COMPANY PROFILE

HUL works to create a better future every day and helps people feel good, look good and get more out of
life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care,
toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the
Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading
household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline,
Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality
Wall’s and Pureit.

The Company has about 18,000 employees and has a net sales of INR 33895 crores (financial year 2016-
17). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of Food, Home Care, Personal
Care and Refreshment products with sales in over 190 countries and an annual sales turnover of €52.7
billion in 2016. Unilever has over 67% shareholding in HUL.

NAME AND ADDRESS

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with its
products touching the lives of nine out of ten households in India. HUL works to create a better future
every day.

Hindustan Unilever Limited,

Unilever House,
B. D. Sawant Marg,
 Chakala, Andheri (E),
Mumbai - 400 099.

PRODUCTS OFFERED BY HINDUNSTAN UNILEVER LIMITED

The company is the leader in consumer goods industry with many brands under its umbrella. Its
brand and product portfolio consists of-

FOOD BRANDS

Magnum (ice cream) Modern bread

Kwality Walls (frozen dessert) Knorr soups

Lipton tea Kissan jams, sauce, juices etc.

Brooke Bond tea Bru coffee

Annapurna atta and salt

HOMECARE BRANDS

Magic – (water saver) Vim dishwash

Surf Excel washing powder Sunlight washing powder

Rin detergent Domestos disinfectant

Comfort softners for fabrics Cif

Wheel detergent

BRANDS RELATED TO PERSONAL CARE

TIGI Tresemme for hair care

Vaseline lotions, jelly for skin care Sure anti-perspirant

Sunsilk shampoo Rexona soap

Pond’s cream and talc Pepsodent toothpaste

Pears soap Lux body wash, soap and

deodorant

Liril soap Lifebuoy handwash and soap

Lakme beauty merchandises Hamam soap

Fair& Lovely products for skin lightening Denim products for shaving

Dove hair-care range and skin products Close-up toothpaste

Clinic Plus oil and shampoo Clear hair products

Breeze soap Lever personal care and health care

products

Axe soap, deodorant and after-shaving lotion Aviance

WATER PURIFIER

PureIt water purifier

Recently, Hindustan Unilever has introduced some new products in the consumer market like
Easywash from Surf Excel, Eyeconic range from Lakme, Anti-Germ bar from Vim and Hair fall
rescue treatment from Dove.

NUMBER OF EMPLOYEES IN HINDUSTAN UNILEVER LIMITED

The Company has about 18,000 employees.

ANNUAL TURNOVER OF HINDUSTAN UNILEVER LIMITED

It has a net sales of INR 33895 crores (financial year 2016-17). HUL is a subsidiary of Unilever, one of
the world’s leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in
over 190 countries and an annual sales turnover of €52.7 billion in 2016. Unilever has over 67%
shareholding in HUL.

PRESENT MARKETING STRATEGY

 COMPETITIVE ADVANTAGE IN THE MARKETING STRATEGY OF HUL

A leader in FMCG market: With a presence in different consumer good segments along with the large
SKUs of each brand in different product categories, HUL is ruling the market. According to Nielsen data,
2 out of 3 consumers in the market HUL server use HUL products.

Brand Visibility: With more than 35 brands across the different segments such as oral care, personal care,
home care, toiletries, packaged foods and many other is helping the company in achieving high shelf
space in the shops of the retailers which results into high brand awareness and high visibility.

Financial strong position parent company: Unilever itself being a strong financial company have
67% share in Hindustan Unilever Co. Ltd.
Strong Product line: It offers product categories namely oral care, personal care, household surface,
fabric care and pet nutrition etc. having deep assortments across the product categories.

BCG MATRIX IN THE MARKETING STRATEGY OF HUL

In the BCG matrix, the personal care and oral care segment of the business is Stars in the BCG matrix
while the home care and packaged food are a question mark due to the presence of a large number of
local, national and international players in the market.

DISTRIBUTION STRATEGY IN THE MARKETING STRATEGY OF HUL

Hindustan Unilever deals in various brands and has many products under its belt. To handle all this
products and brands successfully it has a vast distribution network that includes at least two million outlets
directly and 7.7 million retail shops in every part of the country. The company also has a direct selling
network called Hindustan Unilever network (HUNL) and under this network, Ayush Therapy markets
health products, Aviance markets beauty products, Lever Home markets home products, D.I.Y. markets
male grooming products. In order to retain its market hold the company has pursued an innovative
mechanism for distributing its products. In its zeal to reach the innumerable potential consumers in urban
regions and in rural areas, where there is little scope for reaching and establishing a network, the company
has simply gone forward with no-holds barred policy and set up various networks.

The company realizes that it has an advantage over its competitors and so has adopted various methods to
reach the customers through independent wholesale and retail outlets with a minimum of two thousand
and nine hundred stockists. Local warehouses are set up at convenient places from where the C & F agents
dispatch the items to the retailers on the stockist’s orders

HUL works on go-to-market strategies to reach out each and every part of the country with its varied types
of a distribution channel. By closely working with 2700+ redistribution stockists and shoppers every day
to maximize their sales HUL makes sure that whether it is a small Kirana store or drug store or pops and
mums store at a distant location their product should reach to all these locations on time every time.
In order to reach the rural market, Hindustan Unilever has a four-tier system of distribution in place. The
company under the Direct Coverage Scheme has a common stockist that provides for every outlet under
its zone. Under the Indirect Coverage Scheme, the company targets those retailers in villages that are near
urban markets. The stockist is instructed so that he serves all the villages in its vicinity.

BRAND EQUITY IN THE MARKETING STRATEGY OF HUL

With such high TOMA (top of mind awareness) and working closely with the distributors to reach out to a
diverse group of customers through multiple channels, HUL has emerged as a front-runner in the FMCG
industry in India.

Engaging with the communities through different mediums like social and digital platforms has helped the
company in becoming most favoured FMCG Company in India.

Many brands of HUL have been in the list of Brand Equity’s most trusted brands.

COMPETITIVE ANALYSIS IN THE MARKETING STRATEGY OF HUL

Having large number brands with deep assortments has helped the company in achieving a high share of
wallet of the customers. Distribution is one of the critical instruments in the success of the FMCG players
in a country like India and HUL through its robust & innovative distribution model such as Shakti Amma
and many others have been successful in making the products available to the customers through different
mediums.

In the FMCG market, it competes with local and MNC players such as P & G, Godrej, Reckitt Benckiser
and many others.

MARKET ANALYSIS IN THE MARKETING STRATEGY OF HUL

The FMCG market is overcrowded with local national and international MNCs who are eating up each
other’s market share but the main issue is to tap the vast potential of the rural market which is still is in the
growth stage and is not have the accessibility of various products and services.

The high infrastructure investment in setting up of the FMCG Company in itself is the entry and exit
barrier to the industry. Many FMCG company outsource the products from the local manufacturers as per
the standards set by the FMCG company and confidentiality agreement which helps the FMCG Company
in minimising the operational cost.

CUSTOMER ANALYSIS IN THE MARKETING STRATEGY OF HUL

The customer of HUL ranges from a newborn baby to the senior citizens. It has products for every
section of the society.

PRICING STRATEGY OF HUL

Hindustan Unilever believes in products that are consumer friendly as this generates huge amount of
sales. For this purpose, they have kept a simple pricing policy of low cost products so that the products
could reach a wider market. They have not compromised with the quality of the product but have simply
cut down on costing because of its wide and far-reaching distribution policy. For some of its products
Hindustan Unilever has maintained a competitive pricing policy. As soon as its competitors increases or
decreases the prices of the products so does Hindustan Unilever.

It is to maintain the balance of the market in the name of various discounts or schemes like two hundred
gm. of a product free with one kg of that product. This automatically reduces the prices and as the
consumers are eager to buy at discounted rates, it does generate excess sales volume thus resulting in
extra revenues.

Hindustan Unilever tries to offer various brands with variety of products at numerous price ranges. This
is so because the consumer will buy any one of the product according to his/her financial capability. The
prices are placed so that they are generally reasonable and at competitive rates. For its premium quality
of products it has kept a premium pricing policy as it caters to a different section of the society, who are
happy to buy branded and premium products.

PROMOTION STRATEGY OF HUL

Hindustan Unilever is a very large company with lots of brands and products so its promotional policies
are varied and extensive. It has taken the help of advertisements to create consciousness about its
products. Sharing product knowledge through the print media like periodicals and various newspapers is
also a good promotional strategy.

Sometimes coupons are attached with local newspapers to advertise and promote the products.
Hindustan Unilever has utilized the electronic media for its promotions as the ads are on television at
regular intervals. It has also posted detailed information about its products along with advertisements on
the websites to maintain consumer awareness. Hindustan Unilever has maintained attractive product
appearances with detailed and complete information about the product on its packaging in at least three
languages.

Discounts are provided along with various schemes to attract the customers during off seasons and
during special occasions.

FUTURE PROJECTS

HUL launches a new campaign on “Swachh Aadat Swachh Bharat”

10-01-2018

To create a nation of a ‘Playing Billion’

Hindustan Unilever Limited, as part of its Swachh Aadat, Swachh Bharat initiative launched its new
campaign to promote healthy hygiene habits among children.

One-third of India’s children fall ill repeatedly, and this can be easily prevented by adopting basic
hygiene habits like washing hands with soap, drinking clean water and using a clean toilet. During the
campaign a film titled ‘A Playing Billion’ was launched.

The film puts a spotlight on the issue through a heart-breaking story of a group of kids who miss out on
the simple joys of childhood due to repeated illness. The campaign aims to create awareness about the
three ‘swachh aadats’, #HaathMuhBum, and then follow it through with a strong appeal to the nation to
join the movement by becoming messengers of cleanliness.

Up to 50% of all child malnourishment is due to the lack of safe drinking water, sanitation and hygiene
(WASH) practices - which leads to illnesses and life-threatening diseases like diarrhea. Repeat episodes
of diarrhea are increasingly connected to chronic malnutrition and stunting. Therefore, HUL through its
campaign is trying to draw attention to the fact that the incidence of repeated illness in children can be
prevented by following the three simple habits.

Nearly 38% of India’s children are stunted which is substantially higher than the world average.
Stunting is associated with late school enrolment, lower cognition, poorer executive function, and less
school attainment. Stunted bodies also remain highly sensitive to disease and infection. It becomes clear
that if repeated illness is reduced, not only will children lead happy, healthy childhoods, but India as a
nation will benefit by unlocking the true potential of its multitudinous children.

HUL’s Swachh Aadat Swachh Bharat campaign aims to teach children these three simple but life-
changing hygiene habits.

The Priorities and Principles

Unilever is committed to supporting sustainability and providing their consumers around the world with
the products they need to look good, feel good and get more out of life.

Five key priorities provide the foundation for the brand’s campaigns. Read some examples of how
different brands are upholding these principles.

A better future for children

 The oral care brands Signal and Close-Up encourage children to brush their teeth day and night for
optimal dental health. They also partner the FDI World Dental Federation, supporting oral health
programmes around the world.
 Brands such as Omo and Persil have helped parents believe the unconventional philosophy that Dirt
is Good. Children learn through play, and mud spatters and grass stains can easily be removed with
effective laundry products
 Unilever also partners the World Food Programme and launched the Together for Child Vitality
initiative to bring our expertise in nutrition to children in some of the world’s poorest countries.

A healthier future
 Flora/Becel margarine brands have been scientifically proven to help reduce cholesterol levels
 Vaseline has launched the Vaseline Skin Care Foundation, providing research into skin conditions
and support for people affected by them
 Lifebuoy soap has long had a presence in developing markets around the world, and its campaign to
promote hand washing with soap was celebrated by 200 million people across 53 countries in 2013.
A more confident future
 Dove’s Campaign for Real Beauty uses real women instead of models in its advertising campaigns.
The brand has also launched the Dove Self Esteem Fund which educates and inspires millions of young
women
 Sunsilk hair care brand has partnered some of the world’s leading hair specialists to co-create
formulas tailored to treat conditions such as hair-fall, frizz, limp locks and uncontrollable curls
 Close-Up toothpaste provides an affordable oral care solution for consumers in developing markets,
allowing them to take care of their dental health and closer with confidence.

A better future for the planet

 They’re aiming to grow their business while reducing their environmental footprint and working
across the supply chain for every brand to do so.
 Their Laundry brands, including Surf, Omo, Persil and Comfort, have launched the Cleaner Planet
Plan together, encouraging consumers to change their laundry habits to reduce water and energy
consumption
 Their Lipton tea brand backs sustainable forest management projects in Africa

A better future for farming and farmers

 Many of their brands contain ethically and sustainably sourced ingredients that are independently
certified
 Among these are Lipton tea, which is accredited by the Rainforest Alliance, and Ben & Jerry’s ice
cream, which includes Fairtrade vanilla and almonds in various flavours.
 Around half their raw materials come from agriculture and forestry, so they’re working towards
making their key crops 100% sustainable.
 VISION

Unilever is a unique company, with a proud history and a bright future. They have ambitious plans for
sustainable growth and an intense sense of social purpose.

Their purpose is to make sustainable living commonplace. They work to create a better future every day,
with brands and services that help people feel good, look good, and get more out of life.

In 2009, they launched The Compass – their strategy for sustainable growth. It sets out their clear and
compelling vision to double the size of the business, while reducing their environmental footprint and
increasing their positive social impact and gives life to their determination to build a sustainable
business for the long term. This is captured in the Unilever Sustainable Living Plan.

By combining the multinational expertise with their deep roots in diverse local cultures, they are
continuing to provide a range of products to suit a wealth of consumers. They are also strengthening our
strong relationships in the emerging markets.

And by leveraging our global reach and inspiring people to take small, everyday actions, they believe
they can help make a big difference to the world.

"We cannot close our eyes to the challenges that the world faces. Business must make an explicit and
positive contribution to addressing them. I’m convinced we can create a more equitable and sustainable
world for all of us by doing so,” says Unilever CEO Paul Polman.
“We have a clear purpose – to make sustainable living commonplace – and a vision to grow our business
whilst decoupling our environmental footprint from our growth and increasing our positive social
impact. These are set out in our ‘Compass’, our business strategy document.”

“We believe this is the best way to achieve business success in the long term, and in fact, we’re already
seeing strong results. In 2015 our 12 Sustainable Living brands grew 30% faster than the rest of the
business; in 2016 they grew 40% faster and delivered nearly half our growth. Sustainable Living brands
are brands that combine a strong purpose delivering a social or environmental benefit, with products
contributing to at least one of our USLP goals.”

MORE ABOUT SUSTAINABLE LIVING AS SAID BY THE ORGANIZATION

What do we mean by sustainable living?

We want to help create a world where everyone can live well within the natural limits of the planet.
We’re putting sustainable living at the heart of everything we do including:

Our brands and products How we behave Working with others

We create brands that offer We source our products We are working with others to
balanced nutrition, good carefully, so that we create transformational
hygiene and give people protect the earth’s change beyond our business
confidence. We are making resources. We treat while our brightFuture
our products accessible and people fairly and respect campaign is motivating
affordable to consumers, their rights, so millions of people to take
wherever they live and employees, suppliers and small, everyday actions that
we’re innovating to find communities all benefit together make a big
new products that make life from working with us. difference.
better.

A strong business case

With 7 billion people on our planet, the earth’s resources are increasingly strained. Sustainable,
equitable growth is the only acceptable model for our business. But growth and sustainability are not in
conflict.

Our four-point framework shows how sustainability drives value for our business.
More growth - sustainability creates innovation opportunities, opens up new markets and allows our
brands to connect with consumers in new ways. Consumers are responding - our Sustainable Living
brands are growing faster than the rest of our business.

Lower costs - by cutting waste and using resources carefully we create efficiencies, cut costs and
improve margins, while becoming less exposed to the volatility of resource prices. Since 2008 we have
avoided costs of over €700m through eco-efficiency in our factories.

Less risk - operating sustainably helps us future-proof our supply chain against the risks associated with
climate change and long-term sourcing of raw materials. By 2016, 51% of our agricultural raw materials
were sustainably sourced.

More trust - placing sustainability at the heart of our business model strengthens our relationships. It
helps us maintain our value and relevance to consumers, whilst inspiring Unilever’s current and future
employees. For example, in 2016, we maintained our status as the Graduate Employer of Choice in the
fast-moving consumer goods sector among 34 of the 60 countries we recruit from.

Our blueprint – the Unilever Sustainable Living Plan

Our Sustainable Living Plan provides the detailed blueprint for how we will achieve our purpose. It
covers all aspects of our business, each of our brands and categories and every country we work in. It
seeks to create change across our value chain – from our operations, to our sourcing and the way
consumers use our products. It is designed to drive profitable growth and fuel innovation and to do so in
the right way so that all our stakeholders feel the benefits.

The Plan, launched in 2010, is built around three big goals.

1 2 3

By 2020 we will help By 2030 our goal is to halve the By 2020 we will
more than a billion environmental footprint of the enhance the livelihoods
people take action to making and use of our products of millions of people as
improve their health and as we grow our business. we grow our business.
well-being.
For each goal we have detailed targets and objective measurement techniques, see The Unilever
Sustainable Living Plan.

Transformational change beyond our business

Many sustainability challenges are complex and global in scale. Tackling them requires change to whole
systems and ways of working. Collaboration between business, governments, NGOs and others is
crucial if we are to achieve this change – through partnerships such as the World Business Council for
Sustainable Development’s Action 2020, the Tropical Forest Alliance 2020 and the Global Task Force
for Scaling up Nutrition.

Our Sustainable Living Plan provides the blueprint for change within our organisation and supply chain.
But we want to go further and we’ve identified four key areas where we can use our scale and influence
to help bring about transformational change:

 taking action on climate and halting deforestation

 improving livelihoods and creating more opportunities for women
 improving health and well-being
 Championing sustainable agriculture and food security.
We support the UN’s Global Goals for Sustainable Development and the UN Climate Conference’s
Paris Agreement. Through our Sustainable Living Plan and transformational change agenda, we’ll play
our part in helping to achieve the ‘zero poverty and zero carbon’ goals.

We’re still learning

We’ve had some great results from our Sustainable Living Plan. We know it contributes to business
growth as we see consumers responding to campaigns by our Sustainable Living brands - such as
Hellmann’s, Breyers and Omo - on issues ranging from sustainable sourcing to water scarcity.

We’ve also learnt a lot about what does and doesn’t work and we’ll keep making changes to get things
right. One of our biggest challenges is our ability to stimulate change outside our business, where we
don’t have direct control. For example, while we’ve made good progress on reducing greenhouse gas
emissions (GHG) from our factories and reached our 2020 target by 2016, the GHG impact of our
products per consumer use has increased by 8% since 2010. We’ve updated ourGHG strategy to reflect
what we’ve learnt.
We are continually looking for new ideas and ways to influence our wider value chain. We know that
collaboration with others holds the key to tackling many sustainability challenges and we will be
focusing even more on this in the years ahead. Our transformational change initiatives will help us to
bring about the systems change needed to address some of the most complex social and environmental
problems.

What others think

We’re pleased that our strategy has been recognized by others, including:

 Dow Jones Sustainability Index (DJSI) - following 15 years of industry group leadership in the
Foods, Beverage & Tobacco Industry Group (out of 16 years’ participation), Unilever was named leader
of the Household & Personal Products Industry Group with a score of 92 out of 100.
 We were also selected as an index component of the Dow Jones Sustainability Indices (DJSI)
following our participation in the 2016 RobecoSAM Corporate Sustainability Assessment.
 GlobeScan/SustainAbility Sustainability Leaders survey – we’ve retained our top ranking for six
consecutive years.
 CDP - in 2016 we were also listed in the ‘A’ performance bands in CDP’s Climate, Water and
Forests Reports. We were also included in CDP’s Leadership Report on Supply Chain.
CHAPTER-3

ANALYSIS
STRENGTHS

1) Brand visibility – From soap to mineral water, HUL is shaping the life of 1.3 billion people daily.
Being in consumer goods market with its 20 consumer categories such as soap, tea, detergents, shampoo
etc. & each having large assortments, helped HUL in occupying the large shelf space of Grocery
/departmental stores which itself explains the acceptance/demand of their products in the market.

2) Market leader in consumer goods: According to Nielsen data 2 out of three Indian consumers use
HUL products. HUL used selective targeting strategy to emerge as a market leader in the Indian market.

3) Innovative FMCG Company: Hindustan Unilever Research center (HURC),Mumbai & Unilever
Research India, Bangalore ,both research facilities were bought together in a single site in Bangalore in
2006.Employees in this facility continuously working & developing innovations in products &
manufacturing processes which is helping the HUL to set it as front-runner in the consumer goods
market.

4) Extensive & integrated distribution system: HUL’s brands are now household name which is only
possible due to its 4 tier distribution system namely

• a) Direct Coverage through common stockist within a town of population under 50000 people.

• b) Indirect coverage: Villages closer to larger urban markets have been targeted.

• c) Streamline: Leveraging the rural wholesale market to reach markets inaccessible by road.

• d) Project SHATKI AMMA: It targeted the very small villages (2000 population) & tapped into pre-
existing women’s SHG (self-help groups). Markets have been segmented based on their accessibility &
business potential.
5) High Brand awareness: By signing popular celebrities for the advertisements of their products HUL
has created positive word of mouth over the ages which helped them in social acceptance of their
products intelligently targeted & meant for different income groups.

6) Product line: It offers product categories namely oral care, personal care, household surface, fabric
care and pet nutrition etc. having deep assortments across the product categories.

7) Financial position: Having more than 80 years of experience in the consumer goods market & backed
by Unilever who owns 67% controlling share in HUL, It is financially strong.

8) Market share: Through high penetration in the market, HUL had managed to hold their high market
share in different product categories.

9) Share of Wallet: Whether one buys surf /wheel /Rin detergent it will go to HUL’s pockets. HUL
strategy to offer different products for different income groups (selective targeting) has been successful
in having share of wallet of a consumer.

WEAKNESSES

1) Decreasing Market share: Competitors focusing on a particular product & eating up HUL’s share, like
Ghadi & Nirma detergent eating up HUL’s wheel detergent market share.

2) Large number of brands in different product categories: Sometimes having broad brand portfolio can
lead to confused positioning. Price positioning in some categories allows for low price competition like
AMUL captured Kwality’s market share.

OPPORTUNITIES

1) Expanding market: By penetrating more in the rural markets through its project Shakti AMMA and
transition of unorganized business to organized one will lead to further expansion of the consumer goods
market.

2) Awareness in usage rate of consumer goods: People getting more aware and conscious about the
usage may be through advertising /word of mouth /doctor prescription ,is resulting in increase in usage
rate of the these products.
3) Increasing Income levels: Due to stable political scenario, improved literacy rate & controlled
inflation, disposable income of the people is increasing thereby resulting into upsurge in demand &
changing their lifestyle.

THREATS

1) Competition in the market: With increasing number of local & national players it’s becoming very
hard for the companies to differentiate themselves from others. There is also threat from counterfeit
products destroying its brand image in the market.

2) Price of commodities: Increasing price of commodities will result in further increase in the price.
Further increase in price will result in decrease in sales, margins & brand switching.

3) Buyers power: With highly diversified consumer goods market where there are lots of brands
claiming different sorts of benefits, it’s very difficult for consumers to stick to a particular brand &
hence results into brand switching where consumer got power to select a brand based on several factors
like availability, reference group recommendation, preference & price.

MAJOR COMPETITORS OF HINDUSTAN UNILEVER LIMITED

(i) COLGATE-PALMOLIVE LIMITED:

Colgate is promoted by Colgate-Palmolive USA, which has a 51 per cent stake in the Indian subsidiary
The Company’s flagship product, Colgate Dental Cream, is the largest selling toothpaste in India with
an estimated market share of over 30 per cent in 2010. The company has over 45 per cent share in the
Rs21 billion oral care markets. Colgate-Palmolive also has a presence in the personal products category
with brands such as Palmolive (soaps, shaving products) and Charmis (face cream). The company has
discontinued the production of toilet bar soaps (Palmolive) from third quarter of financial year 2006,
which it now imports through one of the subsidiaries of its parent company.
(ii) P&G HYGIENE:
P&G Hygiene and Healthcare (PGHH) is a 69 per cent subsidiary of the FMCG major P&G, USA. The
company dominates both hygiene and healthcare segments backed by strong brands, Vicks in the anti-
cold segment and Whisper in the feminine care segment (40 per cent market share). The company’s
parent has two other 100 per cent subsidiaries in India which have well known brands in the shampoos
(Head & Shoulders, Pantene, Rejoice) and detergents space (Ariel, Tide).Earlier PGHH used to
undertake contract manufacturing for its parent’s detergent portfolio in India, which it has discontinued.
P&G, USA recently acquired the shaving products major, Gillette, and has dethroned Unilever to take
the top slot in the global FMCG space.

(iii) MARICO INDUSTRIES:

Marico is a leading Indian group in consumer products and services in the beauty and wellness space. It
has products and services in hair care, skincare and health foods. Marico’s brands and their extensions
occupy leadership positions with significant market share in all categories. The company is present in
the skincare services segment through Kaya skincare clinics (44 clinics) in India and the UAE, and also
through the Sundari range of Ayurvedic skincare spa products in the US and other countries. Marico’s
branded products are also present in Bangladesh, other SAARC countries and the Middle East.Mar ico
has been growing both organically and inorganically. It acquired Nihar, Oil of Malabar and Manjal
herbal soap brand in India. It also acquired a clutch of brands namely, Camelia, Aromatic and Magnolia
in Bangladesh.

(iv) NIRMA LIMITED:

Nirma sells over 8, 00,000 tons of detergent products every year and commands a 35 per cent share of
the Indian detergent market, making it one of the world’s biggest detergent brands. The brand promotion
efforts are complemented by Nirma’s distribution reach and market penetration through a country-wide
network of 400 distributors and over 2 million retail outlets, making Nirma products available from the
smallest rural village to the largest metro. The operating division of Nirma Industries Limited (NIL)
owns inter alia the trademark ‘Nirma’, ‘Nima’ and others, as well as limestone mining rights and a unit
to manufacture soapstone.
(v) GILLETTE INDIA:
Gillette India is the 52 per cent subsidiary of the US shaving Major Gillette USA. The company came
back into the black in 2003 after a spate of restructuring in 2001 and 2002. Gillette hived off its battery
manufacturing plant (Duracell) at Manesar and also saw cash infusion from the parent, which helped it
restructure and pay of all its debt. It is now a focused shaving product major, which also markets the
Duracell range of batteries.

(vi) ITC:
ITC is not a pure-play FMCG company, since cigarettes are its primary business. It is diversifying into
non-tobacco FMCG segments like food, personal care, paper products, hotels and agribusiness to reduce
its exposure to cigarettes. The foods business extends to four categories in the market ready-to-eat,
staples, confectionery and snack foods. In order to assure consumers of the highest standards of food
safety and hygiene, ITC is engaged in assisting outsourced manufacturers in implementing world-class
hygiene standards through HACCP certification. The unwavering commitment to internationally
benchmarked quality standards has enabled ITC to rapidly gain market standing in all its six brands:
Kitchens of India, Aashirvaad, Sunfeast, Mint-o, Candyman and Bingo! ITC launched an exclusive line
of fine fragrances under the Essenza Di Wills brand in mid-2005. In September 2007, it launched Fiama
Di Wills, a premium range of personal care products comprising shampoos, conditioners, shower gels
and soaps. Between February and June 2008, it expanded its personal care portfolio with the launch of
Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and Vivel, a range of soaps and
shampoos, cater to the specific needs of a wide range of consumers. In the popular segment, ITC
launched a range of soaps and shampoos under the brand name Superia.

(vii) BRITANNIA INDUSTRIES LIMITED:

Britannia Industries Limited is an Indian company based in Kolkata and famous for its Britannia and
Tiger brands of biscuits, which are highly recognized throughout the country. Britannia is India’s largest
biscuit firm, with an estimated 38 per cent market share. The company’s principal activity is the
manufacture and sale of biscuits, breads, rusks, cakes and dairy products. Some of the popular biscuit
brands include MarieGold, Treat, Maska Chaska, Good Day, Milk Bikis, Little Hearts and Pure Magic.
(viii) NESTLE INDIA:
The company continuously focuses its efforts to better understand the changing lifestyles of Indians and
anticipate consumer needs in order to provide taste, nutrition, health and wellness through its product
offerings. The culture of innovation and renovation within the company and access to the Nestle
Group’s proprietary technology/brands expertise and the extensive centralized R&D facilities give it a
distinct advantage in these efforts. It helps the company create value that can be sustained over the long
term by offering consumers a wide variety of high-quality, safe food products at affordable prices.
Nestle India manufactures products of international quality under internationally famous brand names
such as Nescafe, Maggi, Milkybar, Milo, KitKat, Bar One, Milkmaid and Nestea. In recent years the
company has also introduced products of daily consumption and use such as Nestle Milk, Nestle Slim
Milk, Nestle Fresh ‘n’ Natural Dahi and Nestle Jeera Raita.

(ix) GODREJ CONSUMER PRODUCTS LIMITED:

Godrej Consumer Products Limited (GCPL) is amongst the well known mid-cap companies in the
Indian FMCG space with a presence in the personal care, hair care and fabric care categories and top-of-
the-mind brands such as Cinthol, Fairglow, Godrej No. 1 (soaps), and Ezee liquid detergent, to name a
few. The company bought over the Snuggles brand in the child nappy segment in 2003.

(xi) DABUR INDIA LIMITED:

Dabur India Limited has marked its presence with some very significant achievements and today
commands market leadership. Its story of success is based on dedication to nature, corporate and process
hygiene, dynamic leadership and commitment to partners and stakeholders.
MARKET SHARE OF MAJOR FMCG COMPANIES AS IN FINANCIAL YEAR 2016-2017
 AWARDS AND FELICITATIONS

BRAND

 HUL won the ‘Client of the Year’ title at the Effies 2016 Awards; a total of 12 awards - two Gold,
five Silver and five bronze awards.

 Brooke Bond Red Label Tea’s ‘6-Pack Band’ campaign bagged the Grand Prix ‘Glass Lions’ at the
Cannes Lions 2016.

 HUL was recognised as the top Indian FMCG, and as one of ‘India’s Top 500 Companies’ at the
Dun & Bradstreet Corporate Awards 2016.

 HUL reclaimed the ‘Media Client of the Year’ title at EMVIES 2016 with a record breaking
performance, winning a total of 35 metals – 8 Gold, 16 Silver and 11 Bronze.

 HUL was honoured with the ‘Best Digital Business of the Year’ Award at the 2016 CMO Asia
Awards held in Singapore.

 HUL bagged the ‘Client of the Year’ title at the Campaign India Digital Crest Awards (CIDCA)
2016 for the second year in a row for excellence in digital marketing and advertising.

 Lifebuoy, Fair & Lovely, Lux and Brooke Bond were featured in the top 20, in the 2016 edition of
Brand Footprint, the IMRB Kantar World panel’s annual ranking of the most chosen consumer brands in
India, published by Mint.

 Clinic Plus won in both the India Star and the Asia Star competitions for excellence in packaging
design, innovation and sustainability.

 Kissan Tomato Ketchup bagged a Silver for its ‘Kissanpur – Where Experiences Happen’ campaign
in ‘The Effectiveness Award’ category, at the Festival of Media- Asia (FOMA) awards.
PEOPLE

 Dr. Thirumalai Rajgopal, Vice President, Global Medical & Occupational Health, Unilever won the
prestigious Dr. B.C Roy National Award for his outstanding service in the field of ‘Socio Medical
Relief’ for the year 2016.

 Our CEO, Sanjiv Mehta was recognised as ‘The Outstanding CEO of the Year’ at the CEO
AWARDS 2016.

 Businessworld magazine conferred the Best CFO Award upon our CFO, P.B. Balaji in the category
of Best MNC-Large at the ‘BEST CFO AWARDS 2015-16.’

 HUL has been recognised as one of the ‘Top 10 Best Companies for Women in India’ by The Best
Companies for Women in India (BCWI) Study 2016, instituted by Working Mother in partnership with
the AVTAR Group.

 As per the latest Nielsen ‘Campus Track Business School Survey’, HUL has emerged as the ‘No. 1
Employer of Choice’ for B-School students. In addition, HUL has retained the ‘Dream Employer’ status
and continues to be the top company considered for application by B-School students.

 HUL has been honoured with the ‘Gold Award for Healthy Workplace’ by the Arogya World-India
Healthy Workplace Award Program.

OPERATIONS

 HUL was declared the winner in the ‘Operational Excellence in Cold Chain–FMCG’ category at the
Cold Chain Industry Awards 2016 presented by Future Supply Chain.

 HUL’s Pune Tea Exports factory won the National Energy Conservation Award 2015-16 (second
prize in Foods Processing Category).
 HUL’s Pondicherry HPC factory won Frost & Sullivan’s prestigious IMEA (Indian Manufacturing
Excellence) Award. The Unit received a Gold Award as the first runner-up in the ‘FMCG - Large
Business’ Category.

 HUL’s Chhindwara Detergent factory was awarded in the ‘Shresth’ category of the Detergent
segment by the National Safety Council, Madhya Pradesh.

 HUL’s Hosur Factory and Kandla Exports Factory bagged a ‘Gold Award’ each in the ‘FMCG
Sector’ category at the 15th Annual Greentech Safety Awards 2016 for outstanding achievements in
Safety Management. Goa Factory won a Silver Award.

SUSTAINABILITY

 HUL won the ‘Best performance Award’ in the MSME category at the Odisha State Energy
Conservation Awards 2016.

 The CII sustainability team recognised our Khamgaon factory’s contribution towards environment
management by bestowing upon us the prestigious ‘CII Sustainability Award 2016 for Environment
Management.’

 HUL’s Dapada factory has been declared as the winner of the Civic Awards in the category of
‘Sustainable Environment Initiatives’ by Bombay Chamber of Commerce and Industry.

 HUL’s Pondicherry, Dapada and Gandhidham factories received the Frost & Sullivan sustainability
awards in the ‘Sustainability Leaders Award’ category.

 HUL’s Mysore factory was honoured with the ‘Innovative Project’ title for ‘Best Practices in
Renewable Energy and GHG Emission Reduction’ at the GreenCo Best Practices Award 2016.
CHAPTER- 4

FINDINGS
 HINDUSTAN UNILEVER LMITED’S EFFECT ON PEOPLE’S LIVES

HUL has trained thousands of women in villages across India to develop an entrepreneurial mindset and
make them financially independent and empowered. These women entrepreneurs (called Shakti Ammas)
have been trained on basic tenets of distribution management and familiarization with the Company’s
products. HUL has a team of rural sales promoters (RSP’s) who coach and help Shakti Ammas in
managing their business. This includes help in business basics and troubleshooting as well as coaching
in softer skills of negotiation and communication which enable them to run their business effectively.

In 2010, the Shakti programme was extended to include Shaktimaans who are typically the husbands or
other male family members of the Shakti Ammas. Shaktimaans complement the Shakti Ammas. They
sell HUL products on bicycles in surrounding villages, covering a larger area than Shakti Ammas can
cover on foot.

IMPACT
Project Shakti has over 72,000 micro-entrepreneurs supported by 48,000 Shaktimaans.
CHAPTER-5

CONCLUSION
 CONCLUSION

Hindustan Unilever Limited is the most admired FMCG Company of India giving tough competition to
many other players in the sector like ITC, Nestle, P&G etc.

From the study of HUL through strategic model, it can be understood that being so large and so
extensive in brands has allocated equal importance to each of its products and services. Moreover, being
so evident in each of its segment which is widely used by Indian as well as worldwide customers; HUL
is not only focusing on major brands but also on those brands which are not performing well and new
products are brought into the market by viewing the importance of innovation in this changing
environment.

Hindustan Unilever is a very large company with lots of brands and products so its promotional policies
are varied and extensive. It has taken the help of advertisements to create consciousness about its
products, sharing product knowledge through the print media like periodicals and various newspapers.

Sales push is also visible through various contests, free samples, and lowered prices of introductory
products and endorsement of products by celebrities. Sakshi Talwar is associated with Vim, Yami
Gautam in Kwality Walls, Actor Kareena Kapoor is associated with Lakme, Actor Kajol is associated
with Knorr soups, and Varun Dhawan in Ponds men’s range and Anoushka Sharma is associated with
Bru. In order to arouse the interest of the consumers various staffs’ are hired who provide a live product
demonstration through the stalls at particular public places.

Its understanding of the customer, leveraging technology and innovation to connect with them stands in
apart.

The deep insight and continuous Research and Development in marketing its products make the
company to be a part of everyday life every 2 out of 3 Indians.
 BIBLIOGRAPHY

https://www.hul.co.in/

https://www.ibef.org/industry/fmcg.aspx

https://economictimes.indiatimes.com/hindustan-unilever-ltd/stocks/companyid-13616.cms

https://www.fmcgdirect.com/

https://www.marketing91.com/marketing-mix-hindustan-unilever/

https://healthmarketinnovations.org/program/project-shakti

https://www.indiainfoline.com/company/hindustan-unilever-ltd/summary/255

BOOKS

Kothari, C.R. Research methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd, New Delhi
ANNEXURE