Hindustan Unilever Limited

A veritable ‘House of
Brands’

Presented By : DOLLY P. RANA

 History
 Hindustan Unilever Limited (abbreviated to HUL),
formerly Hindustan Lever Limited , is India's largest
consumer products company and was formed in 1933 as
Lever Brothers India Limited. It is currently headquartered
in Mumbai, India and its 41,000 employees are headed by
Harish Motwani, the non-executive chairman of the board.

 HUL is the market leader in Indian products such as tea,

soaps, detergents, as its products have become daily
household name in India. The Anglo-Dutch company
Unilever owns a majority stake in Hindustan Unilever
Limited.

 The company was renamed in late June 2007 "Hindustan

Unilever Limited".
 Mission of HUL

Unilever's mission is to add Vitality to life. We meet

everyday needs for nutrition, hygiene, and personal care
with brands that help people feel good, look good and get
more out of life.
 Product line of HUL
P
r
o
Toilet soap Skin care Hair care Colour Oral care
d
u cosmetic
c Liril Fair & Lovely Sunsilk Lakme Pepsodent
t
Lux Fair & Handsome Clinic plus Aviance Close up
Life Buoy Pond’s Lux
Pears
Vaseline
Breeze
Dove
Savlon
Hamam
Raxona

L
Product mix width
i
n CONT………….
e
 Product line of
HUL
P
r Deodorants Soap & Beverages Food Ayurvedic
o Detergent Tea/coffee personal
d care
u
c Axe Surf Excel 3 Roses Knorr Ayush
t Pond’s Rin Lipton yellow Annapurna
Rexona Wheel Label Atta,Salt
Denim Ok Lipton green Modern Food
Label Range
501
Lipton Ice tea Kwality Wall’s
Sunlight
Red Label Max
Ala
Taj Mahal Kwality Wall’s
vim cernetto, black
Brooke bond
current Sunday
Tazaa
Kissan
Bru (coffee)
L
i
n Product mix width
 Milestone
 In 1931, Unilever set up its first Indian subsidiary, Hindustan
Vanaspati Manufacturing Company, followed by Lever Brothers India
Limited (1933) and United Traders Limited (1935). These three
companies merged to form HUL in November 1956.

 Pond's (India) Limited had been present in India since 1947. It joined
the Unilever fold through an international acquisition of Pond's USA
in 1986

 In one of the most visible and talked about events of India's corporate
history, the erstwhile Tata Oil Mills Company (TOMCO) merged with
HUL, effective from April 1, 1993.
 Milestone (cont………….)

 Lipton India Ltd was merged into Broke Bond India Ltd in 1994 &
became Brooke Bond Lipton India Ltd (BBLIL). BBLIL was in turn
merged with Hindustan Lever in 1997. so the Brooke Bond & Lipton
brands belong to Hindustan Unilever Ltd.

 Kissan Products Ltd was taken over by Brooke Bond India Ltd in
1994, which in turn merged into the Hindustan Lever in 1997, thereby
bringing the Kissan brand under Hindustan Unilever Ltd.

 Lakme was initially a Tata group company, which later become joint
venture company, Lakme Lever Ltd, & was eventually merged with
Hindustan Lever Ltd in march 31, 1997.
 Strategies used by HUL For Reluanching /
Repositioning the Brand
o “Low Unit Price” Packs
HUL introduced sachets for various product like Shampoo, soaps,
detergents, fairness cream, cold cream, tooth paste, deodorants like
rexona etc.

o Breeze 2-in-1
In the late1990s, HLL realized that rural consumer used the same
soap to clean both body & Hair. HLL developed a combined soap &
Shampoo that was cost effective & also less harsh on hair than
ordinary soap. HLL launched new soap-cum shampoo for rural
women under Breeze umbrella, because the brand already
established as beauty soap.
o HUL plans Rural campaign for Reposition Lifebuoy
The company launched a direct rural contact program called
“Lifebuoy Swathya Chetana”. The campaign intended to generate
awareness about good health & hygiene & how the simple habit
of washing hands regularly with soaps could prevent transamission
of diseases.
SWOT Analysis of HUL
S - STRENGTHS

w - WEAKNESS

O - OPPORTUNITIES

T - TREATHS
STRENGTHS

o Targeting Particular customer segment

HUL follow the “House Of Brands” model of brand architecture. This

enables the company to develop each brand as an autonomous entity,
with its own product range. Each brand operates in a particular product
category &/or is focused on a specific consumer segment.

e.g. Modern Food Range focus on the working women who do not have
time for preparing food.

e.g. Fair & lovely menz active & Clinic All Clear Men launched only
for men.

e.g. Lakme focus on the female consumer, both working & non working
women.
o Strategies for launching Multiple brands
Different strategy for launching a new brand &
repositioning the brand enables the company to
simultaneously offer multiple brands of the same product.

o Easy luanching of sub brands

HUL has gained from an advantages offered by this model
i.e. the ability to add & withdraw brands without affecting
the corporate brands or parent brand.
o Large Market in Rural area
HUL has highest Rural Household penetration among the FMCG
companies.
Extent of Rural House penetration by Major FMCG companies are
given below:

Company Household penetration

HUL 88%
Nirma chemical works 56%
Colgate Palmolive 33%
Parle foods 31%
Malhotra Marketing 27%
WEAKNESS

o Expensive Model
The major weakness of the “House of Brands” model is that each
brand requires a substantial marketing budget. This model is evidently
expensive model.

OPPORTUNITIES

o Easily introduced sub-brands

New sub-brands & products variants can be easily introduced , & can
expect to find acceptance with relatively ease based on the strength of
the core brands.
o Opportunities in foreign market
HUL can introduced the sub-brands of tea, coffee in beverages &
varieties of rice under the food brand – Annapurna in foreign market.
Because these are the major exports brands preferred by foreign as well
as Asian countries.

TREATHS

o Non obvious competition

There are many competitors in local markets which non obviously affect
the well established International brands.
e.g. In the 1977, HUL faced the non obvious competition , Mr. Sen,
the marketing editor of HUL realised that HUL was losing the battle
very fast, a battle that they did not even known that the small
entrepreneur, Mr. Karshanbhai Patel from Ahmedabad had made on
the sales of HUL’s strongest brand Surf. Within a very short span of
time, Nirma had penetrated into market.
So, this type of competition may be faced by HUL in future also.

o Obvious competition
Procter & Gamble is the great competitor of HUL.
e.g. HUL launched the premium version of Surf excel in 1992 in
response to P&G’s Ariel. Surf excel liquid concentrate was
introduced in 2000 to counter P&G’s Tide, But was withdrawn in
2003.
o Reduction in price due to competition
Due to the Heavy competition in market; HUL will have to face the
challenge of maintain the high quality products & introducing high
quality products with low price.
 Personal wash – 9 Major Brands
Lux
Hamam Mid-Price Segment
Liril
Rexona

Breeze Popular Segment

Lifebuoy

Pears Premium Segment

Dove
 LUX
Launched in – 1929
Available in – Toilet soap, Body wash, face wash & shampoo
Variants in Lux toilet soap –
Lux orchid touch, Almond Delight, with fruits extracts & honey,
with sandal safforn, chocolate sedutation, Aromatic Glow, Aqua
sparkle, Uplifting, White Glow, White body wash.
Body Wash –
Soft Luxury, Uplifting firm, white Glow, silk Nourishment
Face wash –
Rich Moisture, Fresh Moisture
 LIFEBUOY

Launched in – 1895
Available in – Toilet soap, Hand wash, Talc

Variants in Toilet soap –

Lifebuoy active, International plus, International Gold, Total,
Deofresh, Nature, Care, clear skin with multanimitti, Skin guard
Hand Wash –
Lifebuoy Total, Deofresh, Nature, Care

Talcum powder –
Lifebuoy Family Talc
 LIRIL

Launched in - 1974
Available in – Toilet soap, Talcum powder
Variants in Toilet soap –
Liril cologne, Rain Fresh, Icy cool, orange splash, Aloe vera with
lemon
Shower gels –
Liril Lime Fresh, Icy cool
Talcum powder –
Liril Talc
 HAMAM

Launched in – 1934
Available in – Toilet soap

Variants in Hamam
Hamam Herbal contents – aloe vera, Tulsi, Neem extracts
Hamam Ubtan Scrub bath soap with green gram flour, Turmeric,
Sandal & milk

DOVE

Launched in – 1995 (ultra premium segment)

Available in – Toilet soap, body wash, Shampoo & Conditioner
Variants in Dove Soap –
Dove soap, Gentle exfoliating soap, Fresh moisture bathing bar
Varieties in Dove body wash –
Dove Ultra Moisture body wash
Varieties in Dove Hair care –
Dove Dry Therapy Conditioner, breakage Therapy Shampoo

PEARS

Launched in – 1902
Available in – Toilet soap, Face wash

Varieties in Pears Soap –

Pears pure & gentle, oil clear, germ shield, junior
 REXONA

Launched in – 1947
Available in – Toilet soap, Deodorant

Variants in Rexona Soap –

Rexona coconuts, cucumber

Variants in Rexona Deodorant –

Rexona men 24 hour protection (for men), free spirit (for women),
Ice cool (for men), cotton dry( for female), International Rexona
Intensive (for both male & female)

In 2003 Rexona soap migrate into Lux brand that is “Rexona with
Lux milk cream”
 BREEZE

Launched in – 1947
Available in – Toilet soap

Variants in Breeze –
Breeze Rose, Lime, Rajnigandha, Sandal

Relaunched as Breeze “Scent Magic”

 Laundry & Home care

Surf Excel Premium Laundry Brand

Rin Mid-range Laundry Brand

Wheel Economy Laundry Brand

Vim
Domex Other Laundry and Home Care Brands
Sunlight
 SURF EXCEL

Launched in – 1992
Available in – Detergent powders & Cake

Variants in Detergent powder –

Surf Excel Automatic, Quick wash, Blue

Variants in Detergent bar –

Surf excel bar launched in 2006

Fabric conditioner –
Surf Excel gentle wash & comfort (2006)
 RIN

Launched in – 1969
Available in – Detergent powders & Cake, Bar soap, fabric
whitener
Varieties in Detergent powder –
Rin advanced, Advanced Jasmine fresh, Rin shakti

Variants in Detergent bar –

Rin advanced, Rin shakti
Fabric conditioner –
Rin Ala fabric whitener, Rin 501 Bar soap
Rin Shakti powder was renamed Rin Advanced in 2007, In 2007
Rin Supreme bar was migrated as surf excel bar
 WHEEL

Launched in – 1987
Available in – Detergent powders & Cake
Variants in Detergent powder –
Wheel Active colours, Lemon fresh
Variants in Detergent bar –
Wheel Active colours, Lemon fresh

VIM
Launched in – 1993
Available in – Detergent powders, Bar, Liquid (Dish washing)
 DOMEX (Household Cleaning liquid)

Launched in – 1996
Available in – Household clearing with kitchen, bathroom/toilet
& floor clearing products

Variants in Detergent powder –

Domex Disinfectant cleaner, Thick Disinfectant, Power Cleaner,
2-in-1 phenolic cleaner

SUNLIGHT

Launched in – 1888
Available in – Soap, Powder, Cake

Variants in sunlight –
Sunlight soap powder, Bar soap
 Skin Care
The major Skin Care brands under HUL are as follows:

Fair & Lovely

Pond’s
Vaseline
 FAIR & LOVELY

Launched in – 1978
Available in – Fairness cream, soap, Premium Skin care range &
Ayurvedic Skin care products
Variants in Fairness cream –
Fairness creams (FC), Ayurvedic FC, FC with extra brightness, Menz
active (2006)
Variants in Fairness soap –
F & L perfect Radiance(2004) – Premium skincare cream, Scrubs,
Gels & Lotion
F & L Ayurvedic Range(2006) – Face mask, Bath paste, cleansing
bar, Body lotion
F & L other extensions – Active sun block Lotion, Skin clarity, Anti –
Marks cream
 POND’S

Launched in – 1947
Available in – Fairness creams, Talcum powder, Face wash

Variants in Cold Cream –

Cold cream vanishing cream, Beauty snow

Variants in Talcum powders –

Dream flower Talc, Angel Face with sunscreen, Magic Deo Tacl,
Light ‘n’ Fresh

Variants in Skin cream & Lotion –

Dream flower moisturizing lotion, All Day Oil control Cream,
Pimple Care Facial Foam, Daily Face Wash, Age Miracle
 VASELINE
Launched in – 1947
Available in – Petroleum Jelly

Variants in Vaseline –
White petroleum jelly, Total Moisture Lotion, Aloe Fresh
summer Body Lotion, Crack Relief
 Hair Care
The major Hair Care brands under HUL are as follows:-

Sunsilk
Clinic
 SUN SILK

Launched in – 1964
Available in – Shampoo, conditioner, Hair colour
Variants in Sun silk –
Shampoo, Conditioner
Variants in Sun silk Naturals –
Shampoo, Combing Lotion
Variants in Sun silk Hair experts –
Nourishing condition, Leave on Intensive conditioner
Variants in Sun silk Pro colour –
Hair Dye for Indian hair shades
Variants in Sun silk colour shine –
Shampoo, Nourishing conditioner, Leave on
 Clinic
Launched in – 1971
Available in – Shampoo, conditioner, Hair colour
There are at present two principal sub-brands under this brand :-
Clinic Plus – positioned as a family health brand
Clinic All Clear – marketed on the anti-dandruff platform

Variants in clinic plus –

Clinic Plus Daily Care Milk Protein Shampoo
Clinic plus Ayurvedic Hair Wash
Clinic Plus Anti Dandruff Shampoo
Clinic Plus Daily Care non-sticky coconut hair oil
Varieties in Clinic All Clear brand :-
Clinic All Clear Total Anti Dandruff Shampoo
Clinic All Clear Ice Cool Anti Dandruff Shampoo (with methanol)
Clinic All Clear Scalp Oil Control Shampoo
Clinic All Clear Active Care
Clear All Clear Men (anti-dandruff shampoo for men in two
variants – Activsport and Hairfall Decrease)
 Oral care

The major Oral Care brands under HUL are as follows:-

Pepsodent
Close Up
 PEPSODENT

Launched in – 1993
Available in – Tooth paste, Tooth Brush, Tooth powder

Variants in Tooth paste –

Pepsodent Germicheck, Pepsodent 2-in-1(combition paste & gel),
Pepsodent G Gum care, Pepsodent Whitening, Pepsodent
complete, Pepsodent center fresh

Variants in Tooth Brush –

pepsodent Champion, Flexiclean, Gum care, Junior perfect,
popular
 CLOSE UP

Launched in – 1975
Available in – Tooth paste, Tooth Brush (close up curve)

Variants in Tooth paste –

Close up Tingly Red, Lemon Mint, Eucalyptus waves,
Fluoride, Milk calcium Nutrient Gel, Ultra Whitening
 Deodorants
The major deodorants brands under HUL are as follows:-
Axe
Rexona
 AXE
Launched in – 1999
Available in – Deodorant & various Male grooming Products
Variants in - Java, Pulse, Dimension, Voodoo and Phoenix.

REXONA
Launched in – 1995
Available in – Deodorant & various Male grooming Products

Variants in –
Rexona free spirit, Rexona Ice cool, Rexona Ionic,
Rexona cotton dry, International Rexona Intensive
 Colour Cosmetics

The major brands under HUL are as follows:-

Lakme
Elle
 LAKME

Launched in – 2001
Available in – Colour cosmetic, Skin care & Hair Care Products
Variants in –
Comprises, lip colour, nail enamel, eye shadow & make up,
foundation
Variants in skin care products –
Lakme peach milk moisturizer, Sun expert moisturizing, face
Magic Daily Wear Souffle, Radiance compact powder & Deep
pore cleansing pads
Variants in Hair care products –
Lakme Instant Bounce Volume Spray, Hairnext hair spray & hair
souffle, Face Magic Daily wear Souffle
 ELLE 18

Launched in – 1990
Available in – Lip colour, Nail enamel, Eye liner

Variants in lip colour –

Peppered Pink, Dew lip3, Fire cracker, Diva, Potpourri, Bloom

Variants in Nail colour –

Peppered Pink, Dew lip3, Fire cracker, Diva, Potpourri, Nail Art
 Tea / Coffee

The major brands under HUL are as follows:-

Brooke Bond
Lipton
Bru
 BROOKE BOND
Launched in – 2003
Available in – Tea
Variants in Brooke Bond –
Brooke Bond Taj Mahal, Brooke Bond Red Label, 3 Roses, Top
star, Brooke Bond A1
LIPTON
Launched in – 1997
Available in – Tea

Variants in Lipton –
Lipton Yellow Label, Lipton Green Label, Lipton Super, Lipton
Ruby
 BRU
Launched in – 1969
Available in – Coffee

Variants in Bru –
Bru Instant Coffee, Bru Cappuccino, Bru Roast &
Ground, Bru Malabar Roast & Ground, Bru Ice
Cappuccino Irish Crème
 Processed Foods
KISSAN
Launched in – 1997
Available in – Ketch up & sauces, Jams & Spread, Fruit Squashes &
Crushes
Variants in Ketch up & sauces –
Kissan Fresh Tomato Ketch up, Kissan Tom Tom Sauce, Kissan Tangy
Tom Pataka Sauce, Kissan Squeezo, Kissan Tomato Puree
Variants in Jam & Spreads –
Two Brands – Kissan & Kissan Fruit Kick
Kissan Jam – Mixed Fruits, Dry Fruits, Strawberry
Kissan Fruit Kick (2002) – Dry Fruits, Mixed Fruits
Variants in Fruit Squashes & Crushes -
Orange Squash, Pineapple Squash, Lime Juice Cordial
 ANNAPURNA
Launched in – 1997
Available in – Salt, Wheat Flour
Annapurna Salt Launched in 1997
Annapurna Wheat Flour Launched in 1999

KNORR
Launched in – 2001
Available in – Soup powder, Chinese Foods Mixes
Variants in Knorr Soup Powder (2001) –
There are 14 Flavors of soup powders
Variants in Knorr Chinese Food Mixes (2007) –
Chinese Chili, Chinese Manchurian, Chinese Shezuan, Chinese Sweet
& Sour Sauce Mix & Chinese Hakka Noodles Sauce Mix
 Ice cream
KWALITY WALL’S
Launched in – 1995
Varieties in –
Sundae Cornetto, Feast , Max
Variants in Max –
Max Masti, Max Magic, Choco Max, Max cream & Toffy Max

Kwality wall’s Ice cream introduced various sub-brands for

different target group like Sundae Cornetto targeted as adults,
feast for teenagers, Max for children
Ayurvedic Personal Health Care

AYUSH

Launched in – 1997
Available in – Ayurvedic Personal & Healthcare Products
Variants in –
Toilet Soap – Ayush soap, Ayush Body Rakshak Soap
Shampoo – Ayush Hair Poshak Shampoo, Ayush Dand Nasak
Shampoo
Hair Oil – Ayush Hair Posak Oil
Skin Care – Ayush Fairness Cream
Nutritional – Ayush Posak Rasanyana
 EXPORTS

Today, HUL is one of India’s Largest exporters of branded

Fast Moving Consumer Goods. It has been recognized by the
Government of India as a Golden Super Star Trading House.
A brief on HUL's Exports portfolio

Home & Personal care (HPC)

The categories under HPC include products in Skin care, Oral
care, Pears, Personal Wash & Lakme range.

Skin Portfolio includes Mass & Masstige Skin (Cream & lotions
under Fair & Lovely and Dove brands), Shampoos and
Conditioners (under Sunsilk brands), Vaseline & Talc (under
Ponds brands). In the past the focus market was in Middle East
and Asia, which is now slowing changing with current exports to
European countries and robust plans to source different products
to US in the near future.
Lakme Products are mainly exported to the countries with Indian
Ethnic population or to geographies where the brand enjoys strong
equity. The markets include Nepal, Bangladesh, United Kingdom &
Maldives.
Pears Category consists of Bars, Hand Wash, Body Wash and Shower
Gel. Pears is being sold globally including to North America / UK to
the GCC / African countries extending up to Singapore and Australia.
While the bar remains the most popular product, the brand has now
extended to hand wash, shower gel, body wash and face wash.
Currently Pears is celebrating its 200 year anniversary which shows
the rich heritage and the strong brand equity it enjoys over
generations.
Oral Care consists of Tooth Paste and Tooth Brush (under Pepsodent,
Close-up, Mentadant and Signal brands). The exports are to Asian and
European countries.

Personal wash category predominantly consists of Lux, Fair & Lovely

Soap, Lifebuoy Hand wash

Food and Beverages (F&B)

Tea Category Includes : Tea Bags (includes Tea Bags, Flavored Tea
Bags and Square Tea Bags), Instant Tea, Bulk Tea & Packet Tea. The
branded packet tea, and instant tea are for Unilever's ready-to-drink
tea business. The branded teas are Brooke Bond, Brooke Bond Red
label, Brooke Bond Taj Mahal, Lipton, Lipton Yellow Label, Lipton
Green Label, Lipton Brisk and Lipton 3-in-1 premix.
Coffee Category consists of Instant coffee & special coffee Beans
(under Bon and Bru brands). The focus market for Bon is CIS markets
while Bru is mainly sold to Ethnic markets / Indian diaspora world-
wide. Both Bon and Bru straddle the entire gamut of formats
comprising of spray dried coffee, granulated, freeze dried and pre
mixes.

Processed Foods categories include Fruit Spreads / Jams, Soup

Powders, Salt, Wheat Flour, Tomato Ketchup and Custard Powder.
The branded processed food items consists of Kissan, Knorr,
Annapurna, Captain Cook, Brown & Polson brands.

Rice
The categories are Basmati Rice and Basmati Rice-based ready-to-eat
rice meals. The brands are Gold Seal, Indus Valley, Rozana and
Annapurna.
 Water Purifier

The Pure-It in-Home water purifier was launched in 2005, in South

India, and thereafter extended nationally.
It works with the help of a Germkill Battery Kit, a trade-marked
product, developed by Unilever’s Research Centers.