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

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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

HUL (Hindustan Unilever Limited) is India's largest fast-moving consumer goods company

HUL STP

Segment

Products and services for daily needs

Target Group

Every Indian household especially the middle class

Positioning

Being the largest FMCG company, HUL's 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

HUL SWOT Analysis

Strengths

1. HUL is a part of the Unilever group, hence strong brand equity
2. It has over 18000 employees
3. Hindustan Unilever has a reach of 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

7. Strong legacy of the HUL brand since its inception in 1934

Weaknesses

1. Market share is limited due to presence of other strong FMCG brands
2. Hindustan Unilever faced controversies like skin lightening creams, pollution etc

Opportunities

1. HUL can 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 can affect business of HUL
2. FDI in retail thereby allowing international brands
3. Competition from unbranded and local products can hurt Hindustan Unilever's market

Competition

Competitors

1. Marico

2. L'Oréal

3. Nirma Ltd

4. ITC Limited

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India


The table above concludes the HUL (Hindustan Unilever Limited) SWOT analysis along with its marketing and brand parameters.

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