MARKETING MAX STRATEGIES OF HINDUSTAN

UNILEVER Limited's (HUL) COMPANIES

Dissertation Project I

Submitted in partial fulfilment of the requirements for the award of the degree of
Master of Business Administration

Department of Management,
Central University of Rajasthan,
Bandarsindri, Ajmer

By
JITENDRA KUMAR
Enrolment No.: 2022MBA011
Under the Supervision of
Dr. Ramulu Bhukya
[Asst. Professor, Central University of Rajasthan]

i
 DECLARATION

I hereby certify that the Dissertation Project I Marketing Max Strategies of various companies, submitted

in partial fulfilment for the award of Master of Business Administration at the Department of

Management, Central University of Rajasthan, Bandarsindri, District Ajmer, is an authentic record of

work carried out by me. The matter embodied in this Dissertation Project I have not been submitted for

the award of any other degree or diploma.

Date: 20/09/2023 Signature of the Student

JITENDRA KUMAR

ii
 ABSTRACT
Hindustan Unilever Limited (HUL), a leading consumer goods company in India, has consistently embraced
innovative and customer-centric marketing strategies to maintain its market dominance. The company's marketing
approach is characterized by a deep understanding of the Indian consumer, enabling the creation of products and
campaigns tailored to local preferences.

One of HUL's key strategies involves product diversification, continually introducing new and improved products
to meet evolving consumer demands. Their marketing team conducts extensive market research to identify
emerging trends and customer needs, ensuring their product offerings remain relevant and competitive.

HUL's marketing initiatives also encompass corporate social responsibility (CSR) efforts, which not only
contribute to social causes but also enhance the company's brand image. By engaging in initiatives related to
health, hygiene, and sustainable development, HUL establishes an emotional connection with consumers who
prioritize socially responsible brands.

Digital marketing and e-commerce play a crucial role in HUL's outreach efforts. The company invests in online
platforms and social media channels to connect with tech-savvy consumers, leveraging digital advertising, social
media campaigns, and influencer collaborations to enhance brand visibility and engagement.

Moreover, HUL emphasizes customer education and awareness through informative marketing campaigns. By
educating consumers about product usage, benefits, and safety measures, the company builds trust and loyalty
among its customer base.

In summary, HUL's marketing strategy revolves around continuous innovation, understanding local consumer
preferences, engaging in socially responsible initiatives, embracing digital platforms, and prioritizing customer
education. These efforts collectively contribute to HUL's strong brand presence and customer loyalty in the
competitive Indian consumer goods market.

iii
 ACKNOWLEDGEMENT

I would like to sincerely thank everyone who contributed to the preparation of my dissertation on
managing mutual fund portfolios. First and foremost, I would want to express my sincere gratitude to
Dr. Ramulu Bhukya, the supervisor of my dissertation, whose steady direction, priceless insights, and
patient mentorship have been essential throughout my academic journey. I owe a debt of gratitude to the
academics and staff at Department of Management, Central University of Rajasthan, Bandarsindri, Ajmer
as well, whose assistance, inspiration, and scientific knowledge have improved my research experience. I
would want to express my gratitude to all of the study participants since this work would not have been
feasible without their cooperation and openness. Your unfailing faith in my talents and your consistent
support have given my family and friends strength and inspiration.
Last but not least, I dedicate my work to the innumerable people and organisations in the mutual fund
business, whose dedication to financial excellence motivates ongoing research and development. I want
to express my gratitude to you all for your unshakable belief in the quest of knowledge.

iv
 TABLE OF CONTENT

S.NO. TITLE PAGE NO.

1. Cover Page i

2. Deceleration ii

3. Abstract iii

4. Acknowledgement iv

5. Chapter – I: Introduction 1

6. Chapter – II: Literature Review

7. Chapter – III: Research Methodology

8. Chapter – IV: Conclusion

CHAPTER - 1
 INTRODUCTION
Multinational firms are essential in defining market dynamics, consumer behavior, and the health of the
economy in the dynamic world of global consumer products. Hindustan Unilever Limited (HUL), a
division of the Unilever corporation, is a dominant force in the Indian market. The history of HUL, which
spans more than 80 years across the Indian subcontinent, is an intriguing case study of the complex world
of marketing, strategy, and brand management.
Any marketing plan is built on the marketing mix, often known as the 4Ps (Product, Price, Place, and
Promotion). It helps businesses navigate the complexity of consumer marketplaces by acting as a
compass. This dissertation examines the marketing mix techniques used by HUL, analyzing how this
industry giant utilizes its broad

Hindustan Unilever Limited's (HUL) history:

One of the biggest and oldest manufacturers of consumer goods in India is Hindustan Unilever Limited
(HUL). It has a lengthy past that began in the 19th century. Here is a quick glance at the history of HUL
and its marketing mix:
 Origins (19th century): The firm was founded in 1888 when Lever Brothers, a British soap
manufacturer, opened a branch office in India under the name Lever Brothers India Limited. They
distributed Sunlight soap, which was well-liked by Indian customers.
 1933 merger: To become Hindustan Lever Limited, Lever Brothers India Limited combined with
Hindustan Vanaspati Manufacturing Company, a nearby producer of vanaspati (vegetable ghee).
The product line of the firm was increased by this combination.
 Growth Following Independence: Following India's 1947 declaration of independence, HUL
expanded and diversified its product line. It launched a range of consumer products, including
food, detergents, personal care items, and soaps.
 Acquisitions: HUL has made a number of mergers and acquisitions over the years to bolster its
position in the Indian industry. Some notable purchases are Pond's (cosmetics) in 1986 and
Brooke Bond (tea) in 1984.
Hindustan Unilever Limited was given a new name in 2007 to better represent the business's commitment
to the Indian market and its parent company, Unilever, which operates on a worldwide scale.

Significance of the study

The decision to look at HUL's marketing mix goes beyond a purely scholarly endeavor. Instead, it's a
reaction to the increased need for in-depth studies of multinational businesses' marketing tactics in
developing countries like India. HUL, one of the biggest and oldest consumer products firms in the
nation, has significant insights on how well-established brands can adapt to and succeed in a variety of
marketplaces that are fast changing. The analysis is also pertinent given the enormous changes in
consumer tastes, purchasing patterns, and supply chain dynamics that have occurred since COVID-19.
Additionally, business professionals, marketers, and politicians who want to improve their grasp of
efficient marketing methods must comprehend HUL's marketing mix. HUL's experiences are helpful as
firms battle escalating competition and shifting customer preferences.

Description of the Issue with HUL's Marketing Mix:

1. Diversification of Product Portfolios: Home care, personal care, food, and drinks are just a few of
the many product categories that HUL offers. It may be difficult to properly manage and promote such a
broad range of items while making sure that each one receives the necessary resources and attention.
2. Strategies for Competitive Pricing: Particularly in a country as varied as India, HUL's pricing
approach is essential. Choosing the best price for each product to maintain profitability while remaining
competitive may be difficult.
3. Effectiveness of Distribution Channels: Through a vast distribution network, HUL goods are
accessible across India. The challenge may lie in streamlining this network, maintaining product
accessibility in remote locations, and reducing distribution.
Efficacy of a Promotional Campaign: Measuring the success of marketing initiatives in a market for
consumer products that is extremely competitive can be difficult. HUL may need to deal with problems
with their consumer interaction, digital marketing plans, and return on investment of their promotional
efforts.
5. Ethical and Sustainable Practices: HUL may encounter difficulties incorporating sustainability into
its marketing mix, maintaining transparency, and achieving customer expectations in this area as a result
of increased consumer knowledge of sustainability and ethical behaviors.
6. Market Expansion and the Development of New Products: HUL competes in a market that is
characterized by shifting customer preferences. Finding new growth prospects, introducing novel goods,
and entering new markets while minimizing risks may be the issue.
7. Adherence to Regulations: It might be difficult to stay compliant with changing laws in the FMCG
(Fast-Moving Consumer Goods) sector. HUL could have to deal with concerns with product labeling,
safety requirements, and advertising laws.
8. Digital Transformation: How customers connect with brands is quickly changing thanks to the digital
environment. The digital transformation of HUL may provide difficulties for the company in terms of e-
commerce tactics, data analytics, and online consumer interaction.
9. Management of the Supply Chain: A seamless and effective supply chain for both raw materials and
finished goods is essential. Managing supply chain interruptions, controlling inventory levels, and
assuring on-time delivery may all be part of the issue.
10. Customer Retention and Brand Loyalty: In a cutthroat industry, maintaining and growing brand
loyalty is a constant battle. Customer satisfaction, loyalty programs, and CRM (Customer Relationship
Management) concerns may need to be addressed by HUL.

Research Objectives
The following research goals are the focus of this dissertation:
 to evaluate how HUL's product lineup relates to market developments and consumer desires.
 to assess the effects of HUL's pricing policies on market share and profitability.
 to look at HUL's supply chain management and distribution network strategies for reaching
various customer groups in India.
 examine the success of HUL's marketing and advertising initiatives in fostering and maintaining
brand loyalty.

2
This dissertation will combine qualitative and quantitative research techniques, such as case studies,
surveys, and data analysis, to achieve these goals. Readers will have a detailed grasp of how Hindustan
Unilever Limited designs and implements its marketing mix by the conclusion of this exhaustive
research.

The following research goals are the focus of this dissertation:

to evaluate how HUL's product lineup relates to market developments and consumer desires.
to assess the effects of HUL's pricing policies on market share and profitability.
to look at HUL's supply chain management and distribution network strategies for reaching
various customer groups in India.
examine the success of HUL's marketing and advertising initiatives in fostering and maintaining brand
loyalty.

Scope of limitations
Hindustan Unilever Limited (HUL) is one of the largest consumer goods companies in India and has a
wide range of products under its umbrella. While it's challenging to provide specific limitations without
the most recent data (as of my last update in September 2021), I can outline some general limitations and
challenges that any marketing strategy or company, including HUL, might face:
Market Saturation: In some product categories, especially those where HUL is dominant, there might
be limited room for expansion due to market saturation. Finding new consumers in such markets can be
difficult.
Changing Consumer Preferences: Consumer preferences are constantly evolving, and keeping up with
these changes and adapting products and marketing strategies accordingly is a challenge. What was
popular yesterday might not be popular tomorrow.
Competition: HUL faces competition from both domestic and international companies. Staying ahead of
competitors requires continuous innovation and strategic marketing efforts.
Regulatory Challenges: Regulations related to product standards, advertising, and labeling can change.
Adhering to these regulations while staying innovative and competitive can be a challenge.
Economic Factors: Economic fluctuations, inflation, and changes in consumer spending patterns can
significantly impact consumer goods companies.
Supply Chain Issues: Disruptions in the supply chain, such as those caused by natural disasters or global
events (like the COVID-19 pandemic), can affect the production and distribution of products.
Environmental and Social Responsibility: There is an increasing emphasis on environmental
sustainability and corporate social responsibility. Meeting these expectations while maintaining
profitability can be a challenge.
Technological Changes: The rapid pace of technological advancements can both be an opportunity and a
challenge. Embracing new technologies for marketing while ensuring that the target audience adopts
them can be tricky.

3
 CHAPTER – 2
LITERATURE REVIEW

Parasuraman, Berry and Zeithaml (1990), Analyze the subject of "Current Status of the 4P's
Marketing Mix Framework as the Prevalent Marketing Management". The author of this report paints a
realistic picture of the current state of the long-running controversy about the benefits of the 4Ps
marketing mix for both current and future marketing management. The study finds that the new ideas
should effectively address the changing marketing realities.
Dr. Sukhmani D. (2011), Role of Promotion Mix in Influencing Rural Consumers, International Journal
of Business & Information Technology, Volume 1, No 1, June, 110–118, came to the conclusion that
changes in lifestyle, rising incomes, and an emphasis on value are driving up growth for various product
categories in rural areas. The F.M.C.G. groups also seem to benefit from indications of more disposable
income and a discernible shift in consumption priorities in the rural sector. However, in order to succeed,
businesses must create business plans and marketing mix strategies that take into account this altered
environment in India's rural marketplaces.
Kulkarni, Dr. Hundal B., (2011), Promotional Mix's Impact on Rural Consumers In spite of all the
challenges, the rural market in India is highly exciting and demanding, according to the author of the
study published in International Journal of Business and Information Technology, Vol. 1 No. 1 June 2011,
pp. 110–118. The potential is vast.
Despite these marketplaces' flaws, they also present enormous potential that should be taken advantage of
by marketers. The axiom "Markets are created and not born" is well recognized. It is important to
properly tap into the new market.
Khoo Khay Hooi (2012), conducted their research under the heading "Customer loyalty, satisfaction and
marketing mix: Empirical evidence from Infant formula Industry." The major goal of the author's
research was to ascertain the relationship between the marketing mix, customer happiness, and customer
loyalty. The reliability analysis, multiple regression analysis, and Pearson correlation statistical methods
are used in this work.
The study's final finding was that customer loyalty was positively connected with the components of the
businesses' marketing mix and customer happiness.
Wang Aimin and Sumayya Begum (2012), Investigating the Impact of Marketing Mix Elements on
Tourist Satisfaction was studied. This study's primary goal is to investigate how the marketing mix
components affect visitor satisfaction using statistical methods like correlation and regression. The study
also shows that six of the seven components of the marketing mix—product, price, place, promotion,
people, process, and physical evidence—have a favorable relationship with visitor satisfaction, but the
price set by authorities is unsatisfactory to tourists.
Shukla Priteshkumar Y. In his study, "An Empirical Study of Selected Consumers on Rural Marketing
Strategies of Selected Products of Hindustan Unilever Limited (H.U.L.) in Gujarat," the author looks at
the Rural Marketing Strategies of Selected H.U.L. Products and its impact on the purchasing patterns of
the Selected Rural Respondents from the Rural Market in Gujarat State. He also looks at the factors that
increase competition among FMCG manufacturers for entry into the rural market.

4
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has the widest International
The Main Elements of Marketing Mix
The MM has many elements, these elements can be specified according to the main goal of the
organization, the main elements of MM refer to the 4 ‘P’s (product, price, place or distribution, and
promotion), these MM may strengthen the customer satisfaction's level (Raewf & Thabit, 2015).
Product
Product refers to the goods and services presented by the organization. So, in few words, the product can
be known as a pack of advantages which a marketer presents to the customer for a price. The product can
also take the shape of a service like a train travel, communication, etc. Thus, the product is the main
element of any MM (Singh, 2012).
Price
The second most significant element in the MM is the price. It can be known as the value charged for any
product or service (Borden & Marshall, 1959). Fixing the product's price is a difficult job. The marketers
have to know that while fixing the price, so many factors like the need of a product, cost involved,
consumer’s ability to pay, government restrictions, prices charged by competitors for comparable
products, etc. can control this process. In fact, pricing is a very critical decision zone as it has its impact
on the need for the product and also on the profitability of the organization (Singh, 2012).

Place
Goods are produced to be sold to customers; they have to be made ready to the customers at a suitable
place where they can handily make deal. So, it is important that the product is ready at markets in the
city. This includes a chain of persons and organizations like distributors, wholesalers and retailers who
shape the distributing network of the organization (the channel of distribution). The organization must
choose whether to sell directly to the persons or through the distributors. It can even plan to sell it directly
to customers (Burnett, 2008). The four variables of MM are interconnected. By increasing the product's
price, the product demand will be decreased and lesser distribution points will be desired (Singh, 2012).
Finally, the overall MM can result in dynamic modelling based on customer feedback for improving a
product and the same can be launched as the upgraded product, in addition to enhance the quality of
marketing accountability (QMA) (Thabit & Younus, 2015).
Promotion
Promotion is one of the strongest elements in the MM. Sales promotion actions are publicity, public
relations, fair and demonstrations etc. (Culliton, 1948). It is marketing manager who decides the level of
marketing expenses on promotion. Promotional actions are mainly meant to complement personal selling,
advertising and publicity (Burnett, 2008). Promotion helps the trader and sales force to show the product
to the customers in an effective manner and encourage them to purchase. Promotion depends on many
mixtures of its components which are used to realize the organization's marketing objectives. Advertising
is a strong element of promotion mix (Singh, 2012). The main purpose of the advertising is to make and
evolve the image of a product in the market zone. It is one of the significant tools of competition which
saves the dynamism of industry. Promotion mix determines the positioning of the product in the target
market. It should be considered as an expense and hence added to the cost of a product (Borden &
Marshall, 1959). Figure 1 illustrates the main elements of MM and their relationship with the customer.
5

CHAPTER – 3
 RESEARCH METHODOLOGY
Research design: In order to analyze Hindustan Unilever Ltd's (HUL) marketing mix, a research
design must be developed that includes a methodical strategy for gathering and examining data on the
company's product, price, place, and promotion tactics. A step-by-step manual for creating research
provided below: project is
1. Specify the goals of the research:
Your research's goals should be stated in clear terms. What specific elements of HUL's marketing
strategy are you interested in studying? Are you curious about, for instance, how HUL determines
the prices for its goods, how it advertises them, or how it distributes them?
2. Examine Current Literature: To learn more about the marketing mix methods used by HUL, conduct
literature research. This will enable you to detect knowledge gaps and hone your research queries.
3. Select a research strategy:
 Select the research strategy you'll employ. Surveys, interviews, content analysis, and
observational research are typical approaches for analyzing the marketing mix.
 To collect thorough data, think about combining quantitative and qualitative research techniques.
4. Sampling Methodology
 Choose your sample or target demographic. Depending on the product lines or areas, HUL's
marketing mix may differ, therefore make sure your sample is representative.
 Depending on your study objectives, you can employ random sample, stratified sampling, or
purposeful sampling.
5. Data Gathering:
 Collect data through surveys, interviews, content analysis, or observations depending on your
study technique.
 assemble information on product characteristics, price plans, means of distribution, and marketing
initiatives. Data from both primary and secondary sources may be needed to be gathered.
6. Data Evaluation:
 Utilize the proper statistical or qualitative analytic methods to analyze the acquired data.
 Use statistical programs like SPSS or Excel to do descriptive and inferential analysis on
quantitative data.
 To find patterns and themes in qualitative data, utilize thematic analysis or content analysis.
7. Analysis and Conclusions:
 Based on your research goals, interpret your analysis's findings and develop conclusions.
 Find any patterns, conclusions, or implications that have an impact on HUL's marketing mix
plans.
 Eight.
8. Recommendations
 Give HUL suggestions for how to enhance or change its marketing mix strategy in light of your
results.
 Make sure your suggestions are implementable and backed up by the facts.

9. Writing a Report:
  An introduction, literature review, methods, findings, suggestions, and a conclusion should all be
included in your thorough research report.
 To clearly demonstrate your findings, use charts and graphs.

Data Collection Methods

A consumer products business called Hindustan Unilever Ltd (HUL) uses a number of data collecting
techniques to guide its marketing mix selections. Primary and secondary research methods are two major
categories that apply to these techniques. HUL may employ the following typical data collecting
techniques:
Surveys and questionnaires: HUL has the ability to carry out surveys and hand out questionnaires to its
intended audience. They can take the shape of in-person interviews, phone interviews, or online surveys.
These polls could probe respondents on their choices, levels of satisfaction, and opinions about HUL's
goods.
Observational Research: HUL may employ observational techniques to gather information by studying
customer behavior in retail establishments or when utilizing their goods. For instance, they could
examine how customers engage with their goods when they are displayed on store shelves.
Social Media Monitoring: HUL can keep an eye on social media sites to learn more about customer
attitudes, trends, and comments on their goods and advertising initiatives. They can examine mentions
and discussions using social listening techniques.
Data on sales and retail can be gathered by HUL from point-of-sale (POS) systems at retail
establishments to monitor inventory levels, sales trends, and customer spending patterns. By using this
information, price and positioning strategies for products may be improved.
Analysis of Competitors: HUL may also collect information about the goods, marketing tactics, and
price plans of its rivals. It benefits them. compare their own tactics to accepted practices.
Customer Relationship Management (CRM) Systems: It's likely that HUL keeps a CRM system in
place for the purposes of gathering and analyzing customer information, such as purchase history,
demographics, and feedback.
Online analytics: HUL is able to gather information from their digital properties, such their websites and
mobile apps. To better understand customer behavior, they can monitor user interactions, click-through
rates, conversion rates, and other web analytics.
Forms for Customer Feedback and Short Surveys Can Be Placed in Retail Stores: HUL can use short
surveys or feedback forms at their retail locations to get quick input from clients.
Secondary Research: To learn more about market trends, customer demographics, and competitive
environments, HUL can also make use of already-existing data sources including industry papers, market
research studies, and government publica.
Internal Data: HUL can use internal data sources to better understand their business operations and
market performance. These sources include sales data, manufacturing data, and supply chain data.
Trend Analysis: To pinpoint new consumer trends and modify their marketing strategy as necessary,
HUL may also invest in trend analysis tools and services.
HUL probably uses a mix of these data collecting techniques to continuously improve its marketing mix,
make wise strategic choices, and maintain competitiveness in the quick-moving consumer products
sector. Depending on their product lines, target customers, and commercial objectives, they may employ
different particular techniques. 7

CHAPTER – 4
MARKETING MAX
Product (First P)
Detailed analysis of hul product offerings
Hindustan Unilever Limited (HUL) is one of India's largest and most prominent fast-moving consumer
goods (FMCG) companies. HUL offers a wide range of products across various categories, catering to the
diverse needs of Indian consumers. Here is a detailed analysis of HUL's product offerings:

Personal Care Products:

Skin Care: HUL offers a variety of skin care products under brands like Fair & Lovely, Pond's, Dove,
and Lux. These include creams, lotions, face washes, and more.
Hair Care: Brands like Dove, Sunsilk, Clinic Plus, and Tresemme offer shampoos, conditioners, and hair
styling products.
Oral Care: HUL's oral care brands include Close Up, Pepsodent, and Sensodyne, providing toothpaste
and toothbrushes.
Bath & Shower: They offer products like Lifebuoy, Lux, and Dove for bathing and hygiene.
Deodorants: Brands like Axe, Rexona, and Dove provide a range of deodorants and antiperspirants.
Cosmetics: HUL also has a presence in cosmetics through brands like Lakmé.
Home Care Products:
Laundry: Surf Excel, Rin, and Wheel offer laundry detergents and washing powders.
Cleaning: Brands like Domex, Vim, and Cif provide household cleaning products.
Air Care: HUL offers air fresheners under the brand name Ambi Pur.
Water Purification: They have a presence in water purification with the brand Pureit.
Foods and Refreshments:
Tea: HUL's tea brands include Brooke Bond and Taj Mahal, offering a wide range of tea products.
Coffee: They have a presence in the coffee market through the brand Bru.
Ice Cream: Kwality Wall's offers a variety of ice cream flavors.
Ketchup and Sauces: HUL offers ketchup and sauces under the brand name Kissan.
Noodles: They also have a presence in the instant noodles segment with brands like Knorr and Knoor
Soups.

Nutrition and Health Products:

Beverages: HUL offers health drinks like Horlicks and Boost.
Baby Care: They provide products for baby care under the brand name Dove Baby and Baby Dove.
Personal Hygiene and Sanitation Products:
Sanitary Napkins: HUL offers feminine hygiene products through the brand Whisper.
Hand Hygiene: They also offer hand sanitizers under the Lifebuoy brand.
Water and Air Purifiers: HUL provides water and air purifiers under the Pureit and Air Pur brand
names, respectively.
Professional and Industrial Products: HUL has a division catering to professional and industrial
segments, offering a range of cleaning and hygiene solutions.
Export Business: HUL exports its products to various countries, expanding its global reach.
Eco-Friendly Initiatives: HUL has been actively working towards sustainable and eco-friendly products
and packaging to reduce its environmental footprint.
Digital Initiatives: The company has also embraced digital technologies for marketing and sales,
including e-commerce platforms.

8
Research and Development: HUL invests significantly in research and development to innovate and
improve its product offerings continually.
HUL's diverse product portfolio allows it to reach a broad consumer base, from personal care and home
care to food and beverages. The company's strong brand presence, innovation, and commitment to quality
have made it a market leader in many product categories in India and beyond. Additionally, HUL's
initiatives in sustainability and corporate social responsibility contribute to its positive brand image and
market positioning.

Product development and innovation strategies of (HUL)

Hindustan Unilever Limited (HUL) is one of India's largest consumer goods companies and a
subsidiary of Unilever, a global consumer goods conglomerate. HUL is known for its innovative
approach to product development and its ability to stay ahead in the competitive consumer goods market.
Here are some of the key product development and innovation strategies that HUL has employed:
Consumer-Centric Innovation: HUL places a strong emphasis on understanding consumer needs and
preferences. They conduct extensive market research and consumer surveys to identify gaps and
opportunities in the market. This consumer-centric approach drives their product development efforts.
Brand Portfolio: HUL maintains a diverse portfolio of brands across various product categories such as
personal care, home care, food and beverages, and more. This diverse range allows them to cater to a
broad spectrum of consumer preferences and market segments.
Innovative Product Formulations: HUL continuously invests in research and development to create
innovative product formulations. They focus on improving the efficacy and quality of their products,
often incorporating natural and sustainable ingredients.
Sustainability and Environmental Considerations: HUL has been proactive in addressing sustainability
concerns. They have launched products and initiatives aimed at reducing their environmental footprint.
For instance, they have introduced eco-friendly packaging, reduced water consumption in manufacturing
processes, and launched products with a focus on sustainability.
Digital Innovation: HUL leverages digital technology to enhance its product offerings and engage with
consumers. They use data analytics to gain insights into consumer behavior and preferences, allowing
them to develop personalized products and marketing campaigns.
Partnerships and Collaborations: HUL collaborates with research institutions, startups, and other
companies to foster innovation. They often engage in open innovation initiatives, where they seek
external expertise and ideas to drive product development.
Agile Product Development: HUL has adopted agile product development methodologies that allow
them to respond quickly to changing market trends and consumer demands. This agility enables them to
bring new products to market more efficiently.
Brand Refresh and Revamp: Periodically, HUL refreshes and revamps its existing brands to stay
relevant and appeal to changing consumer preferences. This may involve rebranding, product
reformulations, or packaging redesigns.
Global Learning: As part of the Unilever group, HUL benefits from global insights and best practices.
They adapt successful product innovations from other Unilever markets to the Indian market, where
appropriate.
Continuous Improvement: HUL believes in the philosophy of continuous improvement and innovation.
They encourage a culture of experimentation and learning from failures, which fosters innovation
throughout the organization.
HUL's commitment to consumer-centric innovation, sustainability, and digital transformation has helped
them maintain a strong market presence and adapt to evolving consumer demands in India's highly
competitive consumer goods industry.

Product life cycle of management of (HUL)

introduction:
Product Launch: In this stage, HUL introduces a new product into the market. This could be a new brand
or an extension of an existing one.
Investment in Marketing: HUL invests heavily in marketing and promotion to create awareness and
generate interest in the new product. They may use advertising, promotions, and product demonstrations.
Limited Distribution: Initially, the product might have limited distribution to test the market and
manage initial demand.
Growth:
Increasing Sales: As the product gains acceptance and customer awareness grows, sales start to increase
rapidly.
Expanded Distribution: HUL expands distribution to reach a wider customer base.
Competitive Pricing: To capture market share, HUL may adopt competitive pricing strategies.
Product Improvement: HUL may make product improvements based on customer feedback and market
trends.
Maturity:
Market Saturation: Sales growth stabilizes as the product reaches a point of market saturation.
Steady Revenue: HUL continues to generate revenue, but the rate of growth slows down.
Market Segmentation: HUL may segment the market and target specific consumer groups with tailored
marketing strategies.
Cost Control: Managing costs becomes crucial to maintain profitability.
Brand Loyalty: Building and maintaining brand loyalty is a priority during this stage.
Decline:
Sales Decline: Sales start to decline due to various factors like changing consumer preferences or
technological advancements.
Product Rationalization: HUL may discontinue products that are no longer profitable or relevant in the
market.
Cost Reduction: Efforts to reduce costs intensify to maximize profits from the remaining product life.
Exit Strategy: HUL may consider discontinuing the product, selling it, or finding alternative uses or
markets for it.

Price (second p)
Pricing strategic and approaches used of (HUL)
Hindustan Unilever Limited (HUL) is one of India's largest and most well-known consumer goods
companies. Pricing strategy plays a crucial role in its marketing and business operations. HUL uses
various pricing strategies and approaches to maintain its competitive edge and meet the diverse needs of
its customer base. Some of the key pricing strategies and approaches used by HUL include:
Market-Oriented Pricing: HUL closely monitors market conditions and adjusts its prices accordingly. It
considers factors such as customer demand, competitor pricing, and economic conditions to set
competitive prices for its products.
Penetration Pricing: HUL often adopts penetration pricing for new product launches. This involves
setting lower initial prices to gain market share rapidly. Once a significant customer base is established,
prices may be adjusted upward.
Value-Based Pricing: HUL emphasizes the perceived value of its products to consumers. It assesses how
much customers are willing to pay based on the benefits and features offered by its products. Premium
products may be priced higher, while basic products may be priced more affordably.
Skimming Pricing: For certain premium products or exclusive lines, HUL may use skimming pricing.
This involves setting higher initial prices to capture the most profit from early adopters and then
gradually reducing prices as the product becomes more mainstream.

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Bundle Pricing: HUL offers product bundles or package deals, where consumers can purchase multiple
related products at a lower combined price than if they were purchased separately. This encourages
consumers to buy more HUL products.
Dynamic Pricing: HUL may adjust prices dynamically based on real-time data, such as demand
fluctuations, supply constraints, or seasonal variations. Online channels and e-commerce platforms allow
for more flexibility in implementing dynamic pricing strategies.
Promotional Pricing: HUL frequently uses promotions and discounts to stimulate sales. This can
include limited-time offers, buy-one-get-one-free deals, and discounts for bulk purchases. These
promotions are often used in conjunction with seasonal or festive events.
Geographic Pricing: Considering the vast and diverse market in India, HUL may vary prices based on
geographic location and local market conditions. Prices may be adjusted to account for transportation
costs and regional demand variations.
Cost-Plus Pricing: While HUL is primarily focused on customer value and market conditions, it also
takes into account its production and distribution costs. Cost-plus pricing ensures that the company
covers its expenses and generates a reasonable profit margin.
Competitive Pricing: HUL closely monitors its competitors' pricing strategies and aims to remain
competitive within the industry. It may adjust prices to match or beat the prices of similar products from
rival companies.
Ethical Pricing: In some cases, HUL may adopt ethical pricing to support social causes or promote
sustainability. This can involve fair pricing for products related to environmental sustainability or
initiatives to support local communities.
HUL's pricing strategies can vary across its extensive portfolio of brands and products, ranging from
personal care and home care to food and beverages. The company continually assesses market dynamics
and consumer preferences to adapt its pricing strategies to the changing business environment and
consumer expectations.

Pricing differentiation strategic of (HUL)

Hindustan Unilever Limited (HUL) is one of India's largest consumer goods companies and a
subsidiary of Unilever, a global consumer goods giant. Pricing differentiation is a key strategic aspect for
HUL, as it operates in a highly competitive market with a diverse customer base. Here are some pricing
differentiation strategies that HUL may employ:
Product Line Pricing: HUL offers a wide range of products across various categories, from personal
care to home care and food products. They differentiate their pricing by offering products at different
price points to cater to different customer segments. For example, they may have premium products
under brands like Dove or Lux and more affordable options under brands like Rin or Wheel.
Skimming Pricing: When HUL introduces new, innovative products, it may initially set higher prices to
capture the early adopter segment of the market. Over time, as competitors enter the market or the
product matures, they may lower the price to attract a broader customer base.
Penetration Pricing: In some cases, especially when entering a new market or launching a new product
category, HUL may use penetration pricing to gain a significant market share quickly. They would set
lower prices to encourage mass adoption and capture market share.
Geographical Pricing: HUL may adjust prices based on the location and market conditions. Prices
might be higher in premium or urban areas and lower in rural or less affluent regions to remain
competitive and cater to different income levels.
Promotional Pricing: HUL often runs promotions and discounts to attract price-sensitive consumers.
This can include bundle deals, buy-one-get-one-free offers, or discounts during festive seasons.
Value-Based Pricing: Some HUL products, especially those with unique features or benefits, may be
priced based on the perceived value they offer to customers. For example, products with natural or
organic ingredients might be priced higher because they are perceived as healthier or more
environmentally friendly.

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Dynamic Pricing: HUL may use data and analytics to adjust prices in real-time based on demand,
competition, and other market factors. This strategy is more common in the e-commerce space.
Brand Pricing: HUL has a portfolio of well-established brands with varying brand equity. Premium
brands can command higher prices due to their reputation and perceived quality, while lower-tier brands
may be priced more competitively.
Customized Pricing: In B2B segments or for bulk buyers, HUL may offer customized pricing based on
the volume of purchase, long-term contracts, or specific customer needs.
Sustainable Pricing: In response to increasing consumer demand for sustainable and eco-friendly
products, HUL may differentiate pricing for products with environmentally friendly features, reinforcing
their commitment to sustainability.

Pricing and profitability of (HUL)

I can provide some general information on Hindustan Unilever Limited (HUL), but please note that
specific pricing and profitability information may change over time, and my knowledge is based on
information available up to September 2021. For the most up-to-date and accurate information, I
recommend checking HUL's official website or financial reports.
Hindustan Unilever Limited (HUL) is one of India's largest fast-moving consumer goods (FMCG)
companies and is a subsidiary of Unilever, a multinational consumer goods company. HUL manufactures
and markets a wide range of products, including food and beverages, personal care products, and home
care products.
Pricing: HUL's pricing strategy for its products can vary depending on various factors such as the
category of the product, competition, and market conditions. FMCG companies often employ dynamic
pricing strategies to stay competitive and respond to changes in the market. They may adjust prices based
on factors like raw material costs, demand, and consumer preferences. HUL typically offers a range of
products at different price points to cater to various segments of the market, from premium to value-
based products.
Profitability: HUL's profitability depends on its ability to manage costs, drive sales, and maintain strong
brand equity. Some key factors that can impact HUL's profitability include:
Cost Management: Controlling production costs, supply chain efficiency, and procurement strategies
play a significant role in maintaining profitability.
Market Share: HUL's ability to gain or maintain market share in key product categories is essential for
profitability. Competition within the FMCG sector in India is intense.
Innovation: Introducing new and innovative products can help drive sales and maintain higher profit
margins.
Brand Strength: HUL's strong portfolio of well-known brands, including Lux, Dove, Surf Excel, and
others, contributes to its profitability as these brands often command premium prices.
Economic Conditions: Economic conditions in India, such as inflation rates, consumer spending
patterns, and overall economic growth, can impact HUL's profitability.
Regulatory Environment: Changes in government regulations, such as tax policies and import/export
rules, can affect profitability.
International Operations: HUL also operates in various other countries, and its profitability can be
influenced by global economic conditions and exchange rates.

PLACE (Third)
distribution channels and strategies of (HUL)
Hindustan Unilever Limited (HUL) is one of India's largest fast-moving consumer goods (FMCG)
companies, and it employs various distribution channels and strategies to reach its customers effectively.
Keep in mind that the company's distribution channels and strategies may evolve over time, so it's
essential to verify the most up-to-date information from HUL or official sources.
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However, as of my last knowledge update in September 2021, here are some of the key distribution
channels and strategies used by HUL:
Retail Distribution: HUL distributes its products through a vast network of traditional retail stores,
including neighborhood kirana stores, supermarkets, hypermarkets, and convenience stores. These outlets
play a crucial role in reaching urban and rural consumers across India.
E-commerce: HUL has recognized the growing importance of e-commerce in India. The company has a
presence on various e-commerce platforms such as Amazon, Flipkart, and its website. E-commerce
allows HUL to reach a wider audience and offer the convenience of online shopping.
Direct Sales: HUL has its direct sales force that reaches out to institutions, offices, and other bulk
consumers. This approach is particularly useful for selling products in bulk or specialized items.
Wholesale Distribution: HUL works with wholesalers who buy products in bulk and distribute them to
smaller retailers. This is a common distribution strategy used in the FMCG industry to ensure products
are readily available in local markets.
Rural Distribution: Given India's diverse and often challenging rural landscape, HUL has developed a
unique distribution strategy to reach remote areas. This includes working with rural distributors and
leveraging local infrastructure for distribution.
Brand-Specific Stores: For some of its premium brands, HUL may operate brand-specific stores or
boutiques to provide a unique shopping experience and build brand loyalty.
Brand Promotion: HUL invests heavily in marketing and advertising to promote its products. They use
a mix of television, print, digital, and social media advertising to create brand awareness and drive
demand.
Product Innovation: HUL constantly introduces new products and variants to cater to changing
consumer preferences. This innovation helps maintain consumer interest and loyalty.
Sustainability Initiatives: In recent years, HUL has also focused on sustainability and eco-friendly
products. This can be a unique selling point and a part of their distribution strategy to target
environmentally-conscious consumers.
Partnerships and Acquisitions: HUL may enter into partnerships or acquire companies to expand its
product portfolio and distribution capabilities. For example, they acquired GSK Consumer Healthcare's
nutrition business in India in 2019.

Retall and ecommerce presence of (HUL)

As of my last knowledge update in September 2021, Hindustan Unilever Limited (HUL) is one of the
largest consumer goods companies in India and has a significant presence in both traditional retail and e-
commerce. Please note that the information might have changed since then, and I recommend checking
the latest updates on HUL's retail and e-commerce presence for the most current information. Here's what
I can provide based on my last update:
Retail Presence: HUL has a vast and well-established presence in traditional retail channels, including:
Supermarkets and Hypermarkets: HUL products are widely available in large retail chains like Big
Bazaar, Reliance Fresh, and Walmart-owned Best Price.
Mom-and-Pop Stores: HUL products are distributed extensively through small neighborhood stores,
making them easily accessible to consumers across India.
General Trade: The company has an extensive network of distributors and wholesalers, ensuring its
products are available even in remote areas.
E-commerce Presence: HUL has been actively expanding its presence in the e-commerce sector to tap
into the growing online consumer market. Here are some aspects of its e-commerce presence:
Own Online Store: HUL operates its online store where consumers can purchase their products directly.
Partnerships with E-commerce Platforms: HUL partners with popular e-commerce platforms like
Amazon, Flipkart, and Grofers to sell its products online.
Subscription Services: The company offers subscription services for products like grooming essentials,
where customers can receive regular deliveries.
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Digital Marketing: HUL uses digital marketing and social media platforms to promote its products and
engage with online consumers.
Digital Wallets and Payment Options: To facilitate online payments, HUL typically provides various
digital payment options and sometimes offers discounts and cashback deals in partnership with digital
wallets.

Supply chain management of (HUL)

Hindustan Unilever Limited (HUL) is one of India's largest consumer goods companies, and it

manages an extensive and complex supply chain to ensure the availability of its products across the
country. Here's an overview of HUL's supply chain management:
Procurement: HUL procures raw materials, ingredients, and packaging materials from a network of
suppliers, both local and international. These materials are essential for manufacturing their wide range of
products, which include personal care, home care, and food and beverages.
Manufacturing: HUL operates a network of manufacturing facilities across India. These facilities
produce various product categories. The manufacturing process involves quality control to ensure
consistency and safety.
Distribution Centers: HUL has a network of distribution centers strategically located across the country.
These centers serve as hubs for storing finished products before they are shipped to retailers and
wholesalers.
Transportation: HUL relies on a robust transportation network to move products from manufacturing
facilities to distribution centers and from there to retailers. The transportation mode varies depending on
the product and its destination, with a combination of road, rail, and sometimes sea transport.
Inventory Management: Effective inventory management is critical in the fast-moving consumer goods
(FMCG) industry. HUL employs advanced forecasting techniques to optimize its inventory levels,
reducing carrying costs while ensuring product availability.
Retailer Partnerships: HUL works closely with a vast network of retailers, including small kirana
stores, supermarkets, and online platforms. These partnerships ensure that HUL products are readily
available to consumers.
Technology: HUL invests in technology and data analytics to improve supply chain efficiency. This
includes tools for demand forecasting, route optimization, and inventory management.
Sustainability: HUL places a strong emphasis on sustainability in its supply chain. This includes
reducing carbon emissions in transportation, promoting sustainable sourcing of raw materials, and
minimizing waste through responsible packaging.
Quality Control: Stringent quality control measures are in place at every stage of the supply chain to
ensure that products meet the highest quality standards.
Collaboration: HUL collaborates with its suppliers, distributors, and other partners in the supply chain to
streamline operations, reduce costs, and respond to market changes quickly.
Customer Focus: Customer demand drives HUL's supply chain. The company continuously monitors
consumer preferences and market trends to adjust its production and distribution strategies accordingly.
Regulatory Compliance: HUL adheres to all relevant regulations and standards in its supply chain
operations, ensuring product safety and compliance with environmental and social responsibilities

Promotion (Fourth P)
Advertising and promotional campaigns of (HUL)
Hindustan Unilever Limited (HUL) is one of India's largest consumer goods companies, and it has a
wide range of products under various brand names. Over the years, HUL has run numerous advertising
and promotional campaigns to promote its products. Here are some notable examples:
Surf Excel - "Daag Achhe Hain" Campaign: Surf Excel, a detergent brand from HUL, has been known
for its heartwarming and socially relevant advertisements.
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The "DaagAchhe Hain" (Stains are Good) campaign promotes

the idea that stains on clothes are a result of memorable experiences, like playing and having fun. This
campaign has resonated with consumers and has become an iconic ad campaign in India.
Lifebuoy - "Swasthya Chetna" Campaign: Lifebuoy, a brand that focuses on hygiene and health, has
run several campaigns aimed at promoting handwashing and sanitation. One of their notable initiatives is
the "Swasthya Chetna" (Health Awareness) campaign, which aims to educate people about the
importance of handwashing in preventing diseases.
Dove - "Real Beauty" Campaign: Dove's "Real Beauty" campaign has been a global success. HUL has
also adopted this campaign in India to challenge conventional beauty standards and promote self-
confidence and self-acceptance among women. It features real women instead of models and encourages

women to embrace their natural beauty.

Fair & Lovely to Glow & Lovely: In response to criticism regarding the promotion of fairness creams
and the association with fairness and success, HUL rebranded its Fair & Lovely brand to "Glow &
Lovely." This move was aimed at promoting a more inclusive and diverse definition of beauty.
Rin - "No Detergent, Only Love" Campaign: Rin, another HUL detergent brand, has focused on
promoting the idea that love and care for clothes can go beyond just using detergent. Their campaigns
emphasize the emotional connection people have with their clothes.
Closeup - "Get Closer" Campaign: Closeup, a brand of toothpaste and oral care products, has run
campaigns encouraging people to get closer and connect on a personal level. These campaigns focus on
the importance of fresh breath and good oral hygiene in personal relationships.
Vim - "Loose the Grease" Campaign: Vim, a dishwashing brand, has run campaigns showcasing the
effectiveness of their products in removing tough grease and stains from utensils, emphasizing the ease of
dishwashing.
Brooke Bond Red Label - "Swad Apnepan Ka" Campaign: HUL's tea brand, Brooke Bond Red
Label, has consistently focused on the theme of bringing people together over a cup of tea. The "Swad
Apnepan Ka" (Taste of Togetherness) campaign portrays tea as a catalyst for conversations and bonding.

Digital marketing strategies of (HUL)

Hindustan Unilever Limited (HUL) is one of India's largest and most successful consumer goods
companies. Like many companies in the consumer goods industry, HUL employs a range of digital
marketing strategies to reach and engage with its target audience. Here are some of the key digital
marketing strategies used by HUL:
Social Media Marketing: HUL leverages popular social media platforms like Facebook, Instagram,
Twitter, and LinkedIn to connect with its audience. They create and share content that resonates with their
target demographics. Social media is also used for customer engagement, addressing inquiries, and
building brand loyalty.
Content Marketing: HUL creates and shares valuable content through blogs, videos, and infographics.
This content often provides tips and information related to their products, health, and hygiene, as well as
lifestyle and beauty. Content marketing helps HUL establish authority and trust in their industry.
Influencer Marketing: HUL partners with social media influencers and celebrities to promote their
products. Influencers help reach a wider and more engaged audience, especially among younger
demographics who trust the recommendations of their favorite influencers.
Email Marketing: Email marketing remains a valuable tool for HUL to connect with its customers. They
send out newsletters, product updates, and promotional offers to subscribers. Personalization and
segmentation are often used to tailor content to the recipient's preferences.
Search Engine Optimization (SEO): HUL optimizes its website and online content for search engines
to ensure that it appears prominently in search results. This helps drive organic traffic to their website and
increases visibility.
E-commerce Integration: With the growth of e-commerce in India, HUL has integrated its products
with major online marketplaces like Amazon, Flipkart, and its own e-commerce platforms.
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They use digital advertising to drive traffic to these online stores.

Mobile Marketing: Given the high mobile penetration in India, HUL invests in mobile marketing
strategies. This includes mobile app development, SMS marketing, and mobile-specific advertising
campaigns.
Data Analytics: HUL collects and analyzes data to gain insights into customer behavior, preferences, and
trends. This data-driven approach helps in refining their marketing strategies for better results.
Geo-Targeting: To maximize the impact of their digital advertising, HUL often uses geo-targeting. This
involves delivering ads to specific geographic locations where they have identified a high potential for
sales or brand engagement.
Customer Engagement: HUL focuses on engaging customers through interactive campaigns, surveys,
and contests. This engagement not only promotes brand loyalty but also provides valuable feedback and
data.
Customer Relationship Management (CRM): HUL employs CRM systems to manage and nurture
customer relationships. It helps in tailoring marketing efforts to individual customer preferences and
behaviors.
Sustainability and CSR Marketing: HUL often highlights its sustainability and corporate social
responsibility (CSR) initiatives through digital channels. This not only promotes their products but also
reinforces their commitment to social and environmental causes.

public relations and corporate social responsibility of (HUL)

Hindustan Unilever Limited (HUL) is one of India's leading fast-moving consumer goods (FMCG)
companies and is known for its strong commitment to corporate social responsibility (CSR) and effective
public relations (PR). Here's an overview of their approach to these areas:
Corporate Social Responsibility (CSR) at HUL:
Project Shakti: HUL has implemented Project Shakti, which aims to empower rural women by
providing them with opportunities to become entrepreneurs. Through this initiative, HUL trains and
supports women in rural areas to become direct-to-consumer sales agents, selling HUL products in their
communities.
Water Conservation: HUL has undertaken several initiatives to reduce its water consumption and
promote water conservation. They focus on water stewardship, reducing water waste in manufacturing
processes, and replenishing water in water-stressed areas.
Health and Hygiene: HUL has launched various programs to promote health and hygiene in India. One
of its well-known initiatives is "Swachh Aadat, Swachh Bharat," which aims to promote good hygiene
practices across the country.
Environmental Sustainability: HUL is committed to reducing its environmental footprint. They have
set targets to reduce their carbon emissions, improve energy efficiency, and promote sustainable sourcing
of raw materials.
Education and Skill Development: HUL supports education and skill development initiatives in India.
They have programs aimed at improving the quality of education in rural areas and providing vocational
training to youth.
Community Development: HUL actively engages with local communities near its operations to address
their specific needs and improve their overall well-being.
Public Relations (PR) at HUL:
Transparency: HUL places a strong emphasis on transparency in its PR efforts. They communicate
openly about their CSR initiatives, sustainability goals, and progress.
Crisis Management: Like any large company, HUL is prepared for crisis situations. They have a robust
crisis management plan in place to handle and mitigate any potential reputational risks.
Stakeholder Engagement: HUL engages with various stakeholders, including customers, investors,
employees, and NGOs. They actively seek feedback and input from these groups and incorporate it into
their business strategies.
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 CHAPTER -5
References
1. Borden. N.H., June 1964 “The concept of the Marketing Mix”, Journal of Advertising Research, Vol.
4.

2. Churchill, G.A Jr., 1979 “A paradigm for developing better measures of marketing constructs”,
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3. Eva Martinez, Teresa Montaner and Jose M. Pina, 2009. “Brand extension feedback: The role of
advertising”, Journal of Business Research.

4. Kent, R.A. 1986 “Faith in Four P’s: An Alternative”, Journal of Marketing management. Vol. 2 No. 2.

5. Van Waterschoot, W. and Van den Bulte, October 1992 “The 4P Classification of the Marketing Mix
Revisited”, Journal of Marketing, Vol.56.
6. M. Aarthi and A. Venkatasubramanian, July 2016 “A Study on Consumer Preference towards
Marketing Mix of HUL Food Brands”, International Journal of Advance Research in Computer
Science and Management Studies, Volume 4.

7. www.masterclassmanagement.com

8. www.netmba.com/marketing/mix

9. www.knowthis.com/principles-of-marketing

10. www.marketingdonut.co.uk

11. www.hul.co.in

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