HUL (Hindustan Unilever Limited) SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 28575
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SWOT Analysis of HUL (Hindustan Unilever Limited) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

HUL (Hindustan Unilever Limited)

Parent Company

Unilever Limited

Category

Consumer Products, Food & Beverages

Sector

FMCG

Tagline/ Slogan

Small Actions, Big Difference

USP

India's largest fast-moving consumer goods company

STP

Segment

Products and services for daily needs

Target Group

Every Indian household especially the middle class

Positioning

Being the largest FMCG company , their little efforts make a huge difference in the lives of people

Product Portfolio

Brands

Consumer Products

1. Active Wheel               2. Cif                     3. Comfort Fabric
4. Domex                         5. Rin                     6. Surf Excel
7. Vim                               8. Aviance            9. Axe
10.Ayush                         11.Clear                12.Clinic Plus
13.Close Up                    14.Dove                15.Fair & Lovely
16.Hamam                      17. Lakme             18.Lifebuoy
19.Liril 2000                  20.Lux                   21.Pears
22.Pepsodent                 23.Ponds              24.Rexona
25.Sunsilk                       26.Vaseline

Food & Beverages

1.Brook Bond                  2.TajMahal                  3.Bru
4.Kissan Jam                  5.Kissan Squash       6.Lipton
7.Kwality Walls             8.Kissan Ketchup

SWOT Analysis

Strengths

1. HUL is a part of the Unilever group, hence strong brand equity
2. It has over 15000 employees
3. Reach 6.4 million retail outlets which includes direct reach to over 1.5 million retail outlets
4. Two R&D centres in India in Mumbai and Bangalore
5. Products with presence in over 20 consumer categories with over 700 million Indian consumers using its products
6. As a part of CSR, HUL has initiatives like project Shakti, plastic recycling, women empowerment etc

Weaknesses

1. Market share is limited due to presence of other strong FMCG brands
2. HUL products has stiff competition from big domestic players and international brands

Opportunities

1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand

Threats

1. Intense and increasing competition amongst other FMCG companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products

Competition

Competitors

1. Marico

2. L'Oréal

3. Nirma Ltd

4. ITC

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur



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