OVERVIEW

•India's largest Fast Moving Consumer Goods Company,

touching the lives of
two out of three Indians

•Largest Non Tobacco FMCG Company

•BSE & NSE listed Indian Subsidiary of ANGLO-DUTCH

Conglomerate

•Group Turnover of 13913.4028 Cr. and profit of INR 1914.8897

Cr.

•Average Market Capitalization for the last 4 years is INR

56000 Cr.

Source: Director’s Report

 INDIAN DETERGENT MARKET

•Total market 23 million tons in volume

•7 million tons market laundry soaps &
bars
•16 million tones market synthetic
detergents
•30% detergent cakes
•70% detergent powder
•38% share of HUL (Surf approximately
10-12%)
•8% share of P&G (Ariel approximately 1-
1.5%)
Source: Russell Davies,
NIRMA
DETERGENT DIVISION
MARKET SEGMENTS -
INDIA
 DISTRIBUTION NETWORK

37 National 128 Super- Over 4000 Over 4.8 million

Carrying and Stockists Distributors Nationwide
Forwarding Nationwide. Retailer
agents. Network
DISTRIBUTION NETWORK -
INDIA
 Stock Keeping Units
(SKU)
•Packages available in standard sizes of 20 gm, 100 gm…..
500 gm….6kg.

•Keeping pace with the current sales pace new customized

packages like
3.3 kg, 3.8 kg, etc.

•Specialized product packing like 20 gm sachets for

introductory
customers, washing-machine shaped boxes for Surf Excel
Automatic, etc.

•Quality of packaging dependent on the product to which its

is targeted.
Ex. Packaging of Wheel range is of lesser grade polythene
•Attractive •Sachets in the
packaging shaped size of 16 and 20
in the form of gm for
Washing Machine introductory and
to emphasize its low frequency
USP. washing
customers.
•Convenient
packaging of 1 •Introductory
and 2 kg for price far lower
than the larger
•Special product for volume variants
Gentle Clothes.

•Liquid form,
packed in the form
of bottle for
convenient usage.
 PROMOTIO
N
Multi – Channel Promotion
Conventional Channels Alternative Channels

•Outdoor Advertisement •Project SUKANYA

•TV Advertising •Project SRESTHA

•Sales Promotion •Project SAFED

•Modern Retail format •Community Radio Channels

Promotion
•Nirmal Panchayat
•Co-Branding
•SHAKTI AMMA
•Print Media
•Blogs and Web
* One Unilever Campaign…..JWT
 Strategies of
HUL

•One Unilever HLL HUL

•Power Brands 110 30 + 10

- Increase promotions for Power brands thus
offsetting the loss
from the brand rationalization.

- Migrate users from small brands to Power brands.

- Have ambitious growth plans for Power brands ( 8-

10%).
Strategies Employed by
Detergent Division

Project Shakti
45000 Shakti Ammas(Entrepreneurs) spread across 15
states of
India covering over 1 lakh villages and catering to 3
million plus
families.

Hindustan Unilever Network

Direct selling Arm of HUL which is in the same league as
 Pricing Strategy

Based on the data collected the following are the prices associated with
the various detergents of HUL.
Detergent Cakes:
Thank You