8/2/2019 HUL13. pptx

1/24

PRODUCT STRATEGY

GROUP 3

Melina Colaso R-11-04

Odilia Dias R-11-07

Hashmatullah Noorzai R-11-10

Cliff Gonsalves R-11-19

Fakruddin Ayam R-11-39

Rincy Johnson R-11-31

8/2/2019 HUL13. pptx

2/24

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 careproducts, food and beverages etc

35 brands

8/2/2019 HUL13. pptx

3/24

8/2/2019 HUL13. pptx

4/24

8/2/2019 HUL13. pptx

5/24

Width

Width = 12

Different product line the companycarries

Personal wash

Laundry

Skin care

Oral care

Deodorants

Colour cosmetics

Ayurvedic personal andhealth care

Shampoo

Tea

Coffee

Foods

Ice cream

8/2/2019 HUL13. pptx

6/24

LengthLength = 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

8/2/2019 HUL13. pptx

7/24

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

8/2/2019 HUL13. pptx

8/24

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

8/2/2019 HUL13. pptx

9/24

Line stretching

Stretching product line beyond the currentrange of products

It can stretch its product line in either the down

market, up market or both

8/2/2019 HUL13. pptx

10/24

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

8/2/2019 HUL13. pptx

11/24

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 .

8/2/2019 HUL13. pptx

12/24

Line extensions:

Surf excel Blue, Surf excel Quick wash, Surfexcel Automatic

Clinic All Clear, Clinic Plus

8/2/2019 HUL13. pptx

13/24

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 Hierarchy:

8/2/2019 HUL13. pptx

14/24

8/2/2019 HUL13. pptx

15/24

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 waterbody to drive water security for the country by 2030.

8/2/2019 HUL13. pptx

16/24

Durability and tangibility

HUL products are mainly non durable and

tangible

Nondurable goods- bathing soap, detergents, tea,

coffee, shampoos etc

Durable goods - Pureit Marvella

8/2/2019 HUL13. pptx

17/24

Product differentiation

Excellent example:

Surfwith the tagline dirt is good- daag achche hai

helps in differentiating the product

All other brands are still focusing on the fact that dirtis bad

TV commercial promotes values of forgiveness and

harmony using the 'Daag achche hai' proposition

8/2/2019 HUL13. pptx

18/24

HUL packaging

Recognizing important role that packaging plays, HUL isconsistently 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

8/2/2019 HUL13. pptx

19/24

Brooke Bond Taj Mahal Topatiner pack

A vacuum toptainer has been incorporated with a hingedpolypropylene lid

Vacuum pack benefits - better aroma and moisture barrier

Reclose ability feature ensures that it becomes an in-usepack at the consumers home, eliminating the need totransfer the tea to any other container

8/2/2019 HUL13. pptx

20/24

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

8/2/2019 HUL13. pptx

21/24

Warranty

Water purifier

Pureit Classic

Pureit Compact Pureit Classic Autofill

Pureit Intella

Pureit Marvella and Pureit Marvella RO

1 year domestic warranty

8/2/2019 HUL13. pptx

22/24

Profits, Expenditures of Hindustan Unilever ltd march

2011

Sales Turnover 20,598.89

Excise Duty 908.98

Net Sales 19,689.91 Other Income 439.48

Stock Adjustments 295.08

Total Income 20,424.47

8/2/2019 HUL13. pptx

23/24

Recommendation

Diversification into durable goods

Increasing rural footprint

-Over 500,000 villages not reached by HUL

8/2/2019 HUL13. pptx

24/24