PRODUCT STRATEGY

GROUP 3
Melina Colaso R-11-04 Cliff Gonsalves R-11-19 Odilia Dias R-11-07 Fakruddin Ayam R-11-39 Hashmatullah Noorzai R-11-10 Rincy Johnson R-11-31

INTRODUCTION
India's largest (FMCG) company British-Dutch company Unilever which controls 52% majority stake in HUL India 1888 Touching 2 out of 3 Indian consumer 20 distinct categories Home and personal care products, food and beverages etc 35 brands

Width
Width = 12
Different product line the company carries Personal wash Laundry Skin care Oral care Deodorants Colour cosmetics Ayurvedic personal and health care Shampoo Tea Coffee Foods Ice cream

Length
Length = 30

Personal wash: Lux, Lifebuoy, Liril, Hamam,Breeze, Dove, Pears, Rexona Laundry: Surf excel, Rin, Wheel Skin care: Fair & Lovely, Ponds, Vaseline, Aviance Oral care: Pepsodent, Close up Deodorants: Axe, Rexona Colour cosmetics: Lakme Ayurvedic personal and health care: Ayush Shampoo: Sunsilk, Clinic Tea: Broke bond, Lipton. Coffee: Bru Foods: Kissan, Annapurna, Knorr Ice cream: Kwality walls

Depth
Depth of the product mix refers to the number of variants of each product offered in the line E.g.:
If Close Up toothpaste comes in three formulations and in three sizes, close up has a depth of 9 (3*3)

If Lux soap comes in 2 sizes and 6 variants then the depth of product is 12

Consistency
Consistency refers to how closely product lines are in end use, production requirements, and distribution channels. Etc.

Eg: Fair & Lovely shows consistency because of its wide Distribution and reach even to rural interiors

Line stretching
Stretching product line beyond the current range of products It can stretch its product line in either the down market, up market or both

Down Market stretch

Introduce the products at a lower price E.g.
3 Roses for the lower end market (HUL) Reasons- middle market stagnation, potential for growth in down market ,aim to tie up with the lower end competitors

Up market stretch:
Enter the high end of the market The objective of the firm may be to have higher growth , increase its margins

E.g.
Lipton Yellow Label (HUL) is a high end stretch with Rs 75 for 250 gms tea .

Line extensions:
Surf excel Blue, Surf excel Quick wash, Surf excel Automatic

Clinic All Clear, Clinic Plus

Product Hierarchy:
Need family- Personal care (core need) Product Family - Cosmetics, skin creams, shampoos, conditioners, soaps, etc Product Class - Hair cleaning agent Product Line Sunsilk, Clinic Product Type - Dandruff control shampoos Item - A sachet of Clinic All Clear

Product level
Core benefits- Covering all personal needs Basic product - Home and personal products Augmented products- Personal wash Including Lux, Lifebuoy, Dove And Rexona Potential product: They have launched, India water body to drive water security for the country by 2030.

Durability and tangibility

HUL products are mainly non durable and tangible
Nondurable goods- bathing soap, detergents, tea, coffee, shampoos etc

Durable goods - Pureit Marvella

Product differentiation
Excellent example: Surf with the tagline dirt is good- daag achche hai helps in differentiating the product All other brands are still focusing on the fact that dirt is bad TV commercial promotes values of forgiveness and harmony using the 'Daag achche hai' proposition

HUL packaging
Recognizing important role that packaging plays, HUL is consistently strengthening its packaging development capability
Through dedicated in-house teams and in partnership with its vendors

HUL ensures: Outstanding visibility on retail shelf Distinct consumer benefits

 Brooke Bond Taj Mahal Topatiner pack

A vacuum toptainer has been incorporated with a hinged polypropylene lid
Vacuum pack benefits - better aroma and moisture barrier Reclose ability feature ensures that it becomes an in-use pack at the consumers home, eliminating the need to transfer the tea to any other container

 Kissan multilayer ketchup bottle

Provides good visibility and is not breakable Squeezability helps optimum consumption The cap ensures better closing and less spillage

Fair & Lovely

Perfect Radiance range of 12 high-technology products with premium packaging Resulting in outstanding visibility and shelf appeal and therefore high offtake

Warranty
Water purifier Pureit Classic Pureit Compact Pureit Classic Autofill Pureit Intella Pureit Marvella and Pureit Marvella RO

1 year domestic warranty

Profits, Expenditures of Hindustan Unilever ltd march 2011

Sales Turnover Excise Duty Net Sales Other Income Stock Adjustments Total Income

20,598.89 908.98 19,689.91 439.48 295.08 20,424.47

Recommendation
Diversification into durable goods

Increasing rural footprint

-Over 500,000 villages not reached by HUL