HUL Marketing Strategy – Marketing Strategy of HUL: The brand is able to achieve consistent, profitable, and competitive growth with a wide range of household brands in each product category, whether it’s home care, food, refreshments, or toiletries HUL.
The company has become a major FMCG player in India by operating across the country, with large SKUs (stock-keeping units) to service every sector of society.
HUL At A Glance – Marketing Strategy of HUL
Company : Hindustan Unilever Limited
CEO: Sanjiv Mehta
Founder: Hindustan Vanaspati Mfg. Co. Ltd. | United Traders Ltd. | Lever Brothers
Year founded: 17 October 1933
Annual Revenue: US$5.4 billion
Profit | Net income: US$522 million
Number of employees : 21,000
Products & Services: Home Care | Beauty & Personal Care and Foods | Cleaning agents | Personal care | Skin care | Water purifiers
HUL Fun Facts: In 1989, Unilever acquired the Calvin Klein Cosmetics Company, and with it the Calvin Klein brand. It offered a complete range of beauty products in addition to its core fragrance business.
Marketing Strategy of HUL
HUL’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of HUL? Let us discuss.
Segmentation, Targeting, Positioning – HUL Marketing Strategy
HUL employs a combination of psychographic, geographical, and demographic segmentation variables to meet the changing needs of customers.
It makes products easily accessible to customers by using differentiating targeting strategy.
HUL has many brands in its brand portfolio. It positions brands based on usage and benefit-based positioning strategies.
HUL Mission Statement
“To bring social change through its brands”
HUL Vision Statement
“To make sustainable living commonplace”
“Each product in its portfolio has different taglines”.
Competitive Advantage – Marketing Strategy of HUL
HUL is a leader in the FMCG market: With its presence in multiple consumer goods segments and large SKUs from each brand across different product categories, HUL leads the market. Nielsen data shows that HUL products are used by 2/3 of the market’s consumers.
Brand Viability: More than 35 brands in different segments, such as oral, personal, and packaged foods, are helping the company to achieve high shelf space in retailers’ shops which results in high brand awareness, and high visibility.
Strong financial position parent company: Unilever, itself a strong financial organization, has 67% of Hindustan Unilever Co. Ltd.
Strong Product Line: It provides product categories such as oral care, personal and fabric care, pet nutrition, and so on. Having deep selections in all product categories.
BCG Matrix – HUL Marketing Strategy
The BCG matrix shows that the personal care and oral health segments of the business are Stars in the BCG matrix, while home care and packaged foods are questionable due to the presence in the market of many international and local players.
Distribution Strategy – Marketing Strategy of HUL
HUL uses go-to-market strategies to reach every corner of the country using its various types of distribution channels. To maximize its sales, HUL works closely with 2700+ redistribution stockists every day.
Brand equity – HUL Marketing Strategy
HUL is a leader in India’s FMCG market. HUL is known for its high TOMA (top-of-mind awareness) and close collaboration with distributors to reach a wide range of customers via multiple channels.
The company has become the most preferred FMCG Company in India by engaging with communities via social media and digital platforms.
HUL has many brands that have been included in the list of Brand equity’s most trusted brands.
Competitive Analysis – HUL Marketing Strategy
The company has a large selection of brands, which has allowed it to achieve a high share of the wallet customers. The distribution of FMCG products is crucial to the success of FMCG companies in countries like India. HUL’s innovative distribution model, Shakti Amma, has been able to make the products easily accessible through many channels.
It competes in the FMCG market with MNC and local players like P & G and Godrej. Reckitt Benckiser is also a competitor.
Market Analysis – Marketing Strategy of HUL
The FMCG market is crowded with international and local MNCs that are stealing each other’s market share. But the real problem is to tap into the huge potential of rural markets, which are still in their growth stages and do not have access to many products or services.
High infrastructure investments required to set up an FMCG Company are a barrier to entry and exit. Many FMCG companies outsource products to local manufacturers according to the FMCG Company’s standards and confidentiality agreement. This helps reduce operational costs.
Customer Analysis – HUL Marketing Strategy
HUL customers range from newborn babies to senior citizens. There are products to suit every part of society.
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