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HISTORY
• In 1931, Unilever set up its first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company, followed by Lever
Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in
November 1956.
• HUL offered 10% of its equity to the Indian public, being the
first among the foreign subsidiaries to do so. Unilever now
holds 52.10% equity in the company. The rest of the
shareholding is distributed among about 360,675 individual
shareholders and financial institutions.
•
In one of the most visible and talked about events of India's
corporate history, the erstwhile Tata Oil Mills Company
(TOMCO) merged with HUL, effective from April 1, 1993.
In 1996, HUL and yet another Tata company, Lakme Limited,
formed a 50:50 joint venture, Subsequently in 1998, Lakme
Limited sold its brands to HUL and divested its 50% stake in
the joint venture to the company.
HUL formed a 50:50 joint venture with the US-based Kimberly
Clark Corporation in 1994,
In January 2000, in a historic step, the government decided to
award 74 per cent equity in Modern Foods to HUL, thereby
beginning the divestment of government equity in public sector
undertakings (PSU) to private sector partners.
PRODUCT Mix & P R O D U C T LI NES
Sunsilk
Hair care Clinic
Pepsodent
Oral care closeup
Axe
Deodrants rexona
Ayurvedic ayush
SWOT ANALYSIS OF HUL:
STRENGHTS:
• Unmatched distribution network- a must to cater rural
market.
• Strong Brand Portfolio, Price, Quantity & Variety.
• Innovative Aspects.
• Solid Base of the company (3400 distributors,16 million
Outlets over the world, 700 million customer base).
•
Highly skilled human resource.
Strong R&D Team.
Corporate Social Responsibility.
WEAKNESS :
Changing Consumer Tastes & Preferences.
Low Export Levels.
High Cost Of Production.
“Me-too” products which illegally mimic the labels and brands
of the established brands.
Competitive Products
OPPORTUNITIES :
Changing Lifestyles
Rising income levels
Untapped rural market.
Large domestic market – population over 1 billion .
Export potential and tax & duty benefits for setting exports
units.
THREATS :
Entry of new companies and brands in the FMCG sector.
Duplication of brands.
HIGH LOW
ARKET GROWTH
HIGH
Hair care, skin care,
premium soaps & Processed food
water (pure it)
CASH COWS: DOGS:
LOW
Mass soaps, beverages,
oral care, laundry, Sea food exports
colour cosmetics
ANSOFF MATRIX
Existing Products New Products
g Markets
w Markets
JOURNEY OF SURF EXCEL
• HUL introduced Surf in 1959, first detergent powder in the
country.
• In 2005 surf excel matic was introduced to address the need of fast
growing washing machine consumer.
Surf excel
INTRODUCTION:
qSurf was introduced in the year 1954.
üLaunch of Nirma.
High rivalry among the competitors.
Low profitability.
Price sensitivity
BARGAINING POWER OF
SUPPLIERS:
POSITIONING
Surf excel is positioned as the stain remover “Surf Excel
hain na”
MARKETING MIX
• PRODUCT
• PRICE
• PLACE
• PROMOTION
PRODUCT
• SURF EXCEL MATIC
• SURF EXCEL QUICKWASH
• SURF EXCEL BLUE
• SURF EXCEL BAR
• SURF EXCEL GENTLE WASH
PRICE
PROMOTION
• TV Advertisements
• Newspaper articles
• Promotional offers
• Features housewives.
SURF EXCEL MATIC OFFER
the entry of Rin Shakti powder a highly aspirational brand was now
available at a very affordable price. Proof of performance in the
communication was depicted in the form of a wash-rewash test where the
brand claimed to remove dirt from clothes washed with ordinary bars.
Since then a continuous programme of product innovation and improvement
has taken place on the brand.
In 2008, the brand came up with the promise of Double Whiteness. Rin
adopted the
Tagline "Duguni Safedi, Duguni Chamak"
This year , Rin came with another advertisement with a new tagline "
Chamakte Rahna "
Rin has already started promoting its new found positioning theme during
the Dance Premier League where the contestants are made to say the
tagline.
RIN
INTRODUCTION
• Introduced in 1970.
• initially, positioned as - 'Rin is not a
soap, it is a totally new idea for
washing clothes'. The benefits clearly
outlined that the bar had
concentrated cleaning power hence
washed 50% more clothes.
• The memorable baseline 'Whiteness
strikes with Rin' was introduced and a
strong brand property - the mnemonic
of the lightning flash was developed.
•
In the late 1980s, Rin faced its first real competition with
the launch of low-price discount detergent bars. At prices 60%
lower than Rin, they were positioned as a low sog product.
The
tagline has a strong connection with the brand promise and at
the same time helped the
brand to ladder up. The ad is also very nicely made.
.
GROWTH
• Today Rin has three variants: Rin Supreme
bar, Rin Shakti bar and Rin powder. Rin
Supreme and Rin Shakti operate at two
distinctly different price points. While the
Rin Shakti proposition is superior
whiteness vis-à-vis mass- market, the Rin
Supreme proposition is superior
performance to give whites that look like
new.
• Rin Supreme bar was launched in 2002 as
the ‘No mud’ bar. While ordinary bars
have up to 40% mud-like ingredients, New
Rin Supreme is made with patented Pure
Clean technology ‘to keep clothes looking
white like new’ – for longer. Like a true
leader, Rin has been successful
Early 2004 saw the advent of a brand new Rin Shakti powder. Rin
Shakti paved the way with a brand new proposition of double
whiteness along with a powerful innovation of ‘No mitti powder’
– as it dissolved thoroughly in water as opposed to ordinary
powders which left behind a mud-like residue. The suffix
‘Shakti’ has now been dropped from the powder pack.
MATURITY
• Maturity stage
• Rin is facing its toughest competition
in the form of Tide from P&G.
• 2005 Amitabh Bachchan was roped
in as brand ambassador (model) for
the brand. The ads were trying to
reinforce the positioning of Rin as
the premium detergent soap.