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Case Study HUL Market Segmentation

Hindustan Unilever Limited segments the market demographically based on income and social class. They divide consumers into four categories - affluent, aspiring, striving, and very low income. HUL then targets these different consumer groups with a variety of personal care products like soaps, hair products, skin care, cosmetics, and oral health products. They also offer home care detergents and food and drink options like coffee, tea, Taaza, Red Label, and Taj Mahal tea.

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Ayesha Fernandes
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425 views17 pages

Case Study HUL Market Segmentation

Hindustan Unilever Limited segments the market demographically based on income and social class. They divide consumers into four categories - affluent, aspiring, striving, and very low income. HUL then targets these different consumer groups with a variety of personal care products like soaps, hair products, skin care, cosmetics, and oral health products. They also offer home care detergents and food and drink options like coffee, tea, Taaza, Red Label, and Taj Mahal tea.

Uploaded by

Ayesha Fernandes
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Market segmentation by HUL

Demographic
Income
Social

Class

CUSTOMER PYRAMID
Affluent
Wealthy Less in number
Striving for recognition or advancement Relatively high purchasing power

Aspiring

Striving

Very low income Highest in number

Personal care Soaps/personal wash

Personal care Hair products

Personal care Skin care

Personal care Cosmetics

Personal care Body Spray

Personal care Oral health

Home care Detergent

Food & Drink - Coffee

Food & Drink - Tea

TAAZA

Red label

Taj Mahal

Source and references

ASIAN JOURNAL OF MANAGEMENT RESEARCH


2229 3795 Study of the key market segmentation and targeting strategies followed by the leading FMCG companies in India. - Amandeep Singh, Assistant Professor, DBS, Bhai Gurads Institute of Engg and Technology, Sangrur (Punjab); Anil Chandhok, Professor, MM Institute of Management, Mullana (Ambala)
ISSN

www.hul.co.in

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