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HUL Marketing Strategies and Analysis

The document discusses HUL, India's largest FMCG company. It outlines HUL's mission, details a SWOT analysis, and discusses Porter's Five Forces model and HUL's marketing mix. Specifically, the SWOT analysis notes HUL's large distribution network, successful rural initiative called Project Shakti, and strong brand advertisements as strengths. Higher margins attracting competition and difficulty diversifying into new product lines are identified as weaknesses. The opportunities mentioned include India's large untapped rural market and growth in food/culinary categories. Direct competition from ITC is a main threat.

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Nikita Maskara
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405 views17 pages

HUL Marketing Strategies and Analysis

The document discusses HUL, India's largest FMCG company. It outlines HUL's mission, details a SWOT analysis, and discusses Porter's Five Forces model and HUL's marketing mix. Specifically, the SWOT analysis notes HUL's large distribution network, successful rural initiative called Project Shakti, and strong brand advertisements as strengths. Higher margins attracting competition and difficulty diversifying into new product lines are identified as weaknesses. The opportunities mentioned include India's large untapped rural market and growth in food/culinary categories. Direct competition from ITC is a main threat.

Uploaded by

Nikita Maskara
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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After the presentation you will know HUL and its marketing mix Competition and its strategies

egies Point of Difference Positioning Customer retention policy Market share

Introduction
Indias largest Fast Moving Consumer Goods Company with a heritage of over 75 years. With over 35 brands spanning 20 distinct categories. The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736 crores (financial year 2011 - 2012).

Mission
HUL's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

Porters Five forces


1. Buyerss power Consumer faces weak buying power. Power of retail buyers is very high. 2. Suppliers Power Product faces some amount of supplier power. Suppliers are beholden by their customers.

Porters Five forces


3. Threat of new Entrants The threat of new entrant is low. Established brand name so difficult for new entrant to compete. 4. Threat of Substitutes Succeeds in building competitive advantage. 5. Degree of rivalry Consumers have multitude choices. High competiton.

SWOT Analysis

Strength
A formidable distribution network covering over 3400 distributors and 16 million Outlets. Project Shakti - Rural India is spread across 627,000 villages and possesses a serious Distribution challenge for FMCG . Successful initiative involving women and creating brand awareness about the products in the lower stratas.

Strenght
Good advertisements . Catering to the premium upper class and middle class simultaneously. Wealth of local knowledge & international expertise helps it to be globally competitive. Deep roots in local culture & markets & great understanding of consumer needs.

Weakness
Higher margins attracted competition in areas of operations. Focused only on creating power brands and earning higher margins. High competition from established brands which has resulted in reduction in profit margins like P&G and ITC. Diversification into various lines that could not fetch much profits such as Pure it as it has various competitors.

Opportunities
Big untapped rural market available. The food, culinary & ice-cream category has a lot of growth potential available. Unlike ITC has entered into ready to eat food packets with brand Kitchens of India ,it has those avenues still open.

Threats
Since ITC has extended its presence into areas like foods, retailing, hotels, greetings, Agro, paper, etc. giving direct competition to HUL. Its food, culinary, ice-cream segment & are not at par with other brands and hence innovation required to meet threats of competitors.

Marketing Mix
Marketing Mix is a conceptual framework which highlights the principal decisions that marketing managers make in configuring their offerings to suit Customers needs.
4 Ps of Marketing: Product Price Place Promotion

Product-An Unmatched Brand Portfolio

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