Fenririsar Explain nature and scope of marketing management. HUL has a very wide outreach into many deep pockets of the country. Therefore Hindustan Unilever primarily uses aggressive promotion and advertising its marketing mix. Also they have Cif and Domex in the home cleaning segment and dishwashing segment we have Vim and Cif. Hindustan Unilever has 6. Variants includes size, colour, flavors, and other distinguishing characteristics.
|Published (Last):||21 August 2004|
|PDF File Size:||1.23 Mb|
|ePub File Size:||4.12 Mb|
|Price:||Free* [*Free Regsitration Required]|
The HUL product portfolio has been mostly into 4 categories that are food and drinks, home care, personal care and water purifiers. The entire product range across categories in the HUL marketing mix is discussed as follows.
Under the brand name Annapurna it sells Salt and Atta. It also sells its instant food making products and spices under the brand Knorr with noodles, soup, snacking and spices. It also Kissan which is in the jam, squashes and ketchup segments. Also they have Cif and Domex in the home cleaning segment and dishwashing segment we have Vim and Cif. But there are also Dove, Lux and Pears which provide various cosmetic product for homes. The Vaseline is in skin care category.
The Lifebuoy is in the hand wash and toilet soap segment. HUL also has Axe which has various grooming products and Brylcreem styling products for men. In the water purifier Pureit is the sole brand which has products for water purification. Since HUL is a market leader in almost all the segment it is present in it keeps a very competitive price for all the products as the competition is quite stiff in the segments and as the customer in segment are looking for value for money products.
As the company tries to reach the maximum number of customers in all income segment HUL produces products with different packages and hence very different prices although the quality remains the same.
When HUL comes up with new products it comes up with bundling strategy where in it packs a small sample to the main product although the product is either in the same category or with the same brand name.
Hindustan Unilever has 6. HUL also has 30 factories across the country which are further connected to more than stockists which again then reach the retail outlets which are the convenience stores and the super markets. To reach the rural sector HUL has various rural distributors which then forward to the rural sub stockists to the rural retailers. With the coming up of Carry and Forward agencies it has been able to reach many deep pockets of the country with a significant cost reduction.
Apart from the regular distribution channel HUL also employs multi-level marketing to reach to customers requiring professional beauty products. Therefore Hindustan Unilever primarily uses aggressive promotion and advertising its marketing mix.
The advertisements of HUL brands are in the form of television commercials, newspaper ads or any other magazines and as well as with the online presence as well.
Most of the times these campaigns are targeted by telling stories to build relations rather than to sell them directly.
Hindustan Unilever also participates in tons of CSR activities such as the famous project Shakti to empower rural women, Sanjivani a mobile service camp, water conservation projects and many more.
HUL also time and again organizes various campaigns to create awareness among the viewers and improve health and well being. Hence, this concludes the HUL marketing mix. HUL has the widest outreach to the customers through its 6. HUL had a revenue of Rs. The Hindustan Unilever company has been listed in the Forbes list as the most Innovative Indian brand in The Marketing Mix section covers 4Ps and 7Ps of more than brands in 2 categories.
HUL (Hindustan Unilever) Marketing Mix (4Ps) Strategy
PRODUCT MIX OF HUL PDF