HINDUSTAN UNILIVER

PRESENTED BY

Vision:

“To earn the love and respect of India, by making a real difference to every Indian”

HUL’s product range

Hindustan Unilever Limited

India’s largest fast moving consumer goods company with leadership in Home and Personal Care Products, Foods and Beverages and Speciality Chemicals.

A fortune 500 transnational with a turn over of $90 billion

HUL was the first foreign Subsidiary to offer 10% of its equity to the Indian public

Under the Personal Care products, HUL

is the biggest player in Hair and Skin

care products with brands Clinic,

Sunsilk, Lux and Organics shampoos

and Clinic Plus and Clinic all clear Hair .

HUL’s Brand portfolio

Dove

Survey for 1 week via Internet and SMS Test marketing: 5000 hair washes in malls Market Leader in premium shampoos

segment within 1 year of launch

Surf Excel

A pioneer in the Indian detergent powder market

Surf Excel conducted children’s festival and brought alive “Dirt is good” campaign

More than 40,000 children participated In order to deal with the water crisis surf

excel launched Surf excel quick wash. “Do bucket paani ab rozana hai bachana.”

Rural marketing:Project Shakti

To Reach: Small, scattered settlements and poor infrastructure make distribution difficult Over 500,000 villages not reached directly by HULTo Communicate: Low literacy hampers effectiveness of print media Poor media-reach: 500 million Indians lack TV

and radio

RIN

“Rin Supreme bar is now Surf Excel bar” Rin Supreme bar is already a top-end bar and it helps when it

is being migrated to an already premium brand such as Surf Excel.

Processed foods

Launched kissan jams in easy to apply tube packs.

These tubes had a colourful and attractive packaging with

disney cartoon characters to attract children.

Geographical marketing

Knorr has recently come up with Indian soups to suit the taste of Indian customers.

MEDIA PLATFORMS USED

Print media Television Internet Rural campaign Environment

concern ads Music videos

Free sample distribution

Demo campaigning

Hoardings Radio Sponsorships Live shows

CRITICS ON ADVERTISEMENT

Pepsodent ToothPowderPepsodent offer.flvAdvertisement Flaw Devaluation of product Product’s quality looses its value Poor promotion of free samples No unique identification of product Boring conversationsModifications Emphasis on quality and results Longer life by adding free products

Surf ExcelSurf Excel Matic Ad.flv

Advertisement Flaw Confusion in advertisement Product is not clear The add is diluted with other product Doesn’t register in memory

Modifications Even worst washing machine is used, surf

removes dirt Concentrate more on product

Conclusion

Products and communication mix Differentiation of products STP Huge potential in rural areas Project shakthi, Stains are good

campaign penetration Expectation to compete

Surf Excel Ad.flv

Humorous Indian ad 1.flv

Surf Excel - Two Bucket Series.flv

THAN K YOU