HUL (Hindustan Unilever) Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: August 15, 2021
Marketing Strategy of HUL (Hindustan Unilever) analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on HUL (Hindustan Unilever) marketing mix, help the brand succeed.
HUL (Hindustan Unilever) marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the HUL (Hindustan Unilever) Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
HUL (Hindustan Unilever) Product Strategy:
The product strategy and mix in HUL (Hindustan Unilever) marketing strategy can be explained as follows:
Hindustan Unilever (HUL) is one of the leading FMCG companies in India. It’s parent company is the globally known Unilever. 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.
Food & Drinks
HUL has Kwality Wall’s, Cornetto and Magnum in the ice creams category. In the tea category HUL has Lipton and under the brand name Brooke Bond it has Taaza, 3 Roses, Red Label and Taj Mahal. In the coffee category Hindustan Unilever has the brand BRU. 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.
HUL have detergents under which we have the famous Surf Excel, Rin, Comfort, Wheel, and Sunlight. Also they have Cif and Domex in the home cleaning segment and dishwashing segment we have Vim and Cif.
Hindustan Unilever have Clear, Tresemme, Clinic Plus and Sunsilk for specifically in the shampoo segment. 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. The Fair & Lovely, Ponds, Lakme and Breeze are specific product targeted at the women for beauty and skin care. There are also products offered by HUL which are for professional beauty care such as TONI & GUY, Aviance and TIGI In the toothpaste segment we have Pepsodent and Close up.
Pureit is the sole brand which has products for water purification.
In 2020, HUL merged with GSK Consumer Healthcare, which further strengthened its position in the Indian market.
Image: company website
HUL (Hindustan Unilever) Price/Pricing Strategy:
Below is the pricing strategy in HUL (Hindustan Unilever) marketing strategy:
Hindustan Unilever (HUL) is one of the leading company, offering many products and hence a wide price range.
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. Hindustan Unilever also has various professional product for which it follows premium pricing strategy for example TONI & GUY is very premium priced as compared to Lakmé. 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. This gives an insight of how HUL prices’ its products in its marketing mix.
HUL (Hindustan Unilever) Place & Distribution Strategy:
Following is the distribution strategy in the HUL (Hindustan Unilever) marketing mix:
HUL has a very wide outreach into many deep pockets of the country. Hindustan Unilever has 6 million+ outlets across the country out of which 2 million are the retail outlets. HUL also has 30 factories across the country which are further connected to more than 2500+ stockists which again then reach the retail outlets which are the convenience stores and the super markets. This shows the strong place & distribution marketing mix strategy of HUL. 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.
HUL (Hindustan Unilever) Promotion & Advertising Strategy:
The promotional and advertising strategy in the HUL (Hindustan Unilever) marketing strategy is as follows:
Hindustan Unilever (HUL) has been heavily investing in the brand promotions as it needs them mostly for brand recall and many a times for introducing new brands. 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. HUL also has tied up with many celebrities such as Shahrukh Khan, Kareena Kapoor, Kajol, Varun Dhawan as well as with the professional hair stylist Jawed Habib. 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. HUL products are trusted by more than 700 million customers. Hence, this concludes the HUL marketing strategy & mix.
About HUL (Hindustan Unilever Limited):
Hindustan Unilever is an Indian subsidiary Dutch company Unilever and is India’s biggest fast moving consumer goods company. The HUL company is based in Mumbai, Maharashtra. HUL has the widest outreach to the customers through its 6 million+ outlets across the country. Hindustan Unilever was established by the merger of Hindustan Vanaspati Manufacturing Company, Lever Brothers India Limited and United Traders Limited in 1956. HUL has an annual revenue of $5 billion.
HUL has employee strength of 20,000 headed by Harish Manwani the chairman and Sanjiv Mehta as MD and CEO. The Hindustan Unilever company has been listed in the Forbes list as the most Innovative Indian brand.
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