Muhammad Ammar Khalid Class: BBA 3A Date: 29/11/2012

History:
Hindustan Unilever Limited (HUL) worked in India over a period of 120 year. It is now known as India
largest fast-moving consumer goods (FMCG) company.
Cultural diversity:
At very early stages their management understood the fact that India is the country of diversity with
many different cultures, values, tradition, habits. So they designed their strategies according to their
cultural diversity. They made their product according to different people living in different areas of
India.
Marketing Mix (4Ps):
Product:
HUL manufactures about 4 million tons of products. It has 35 brands in 20 distinct consumer categories.
It meet the needs of Indian customer for nutrition, hygiene, personal care etc. it has same product in
different brands e.g. in soaps it has lux, pears, lifebuoy etc.
Placement:
It feeds 700 million of Indian customer every day. Their product is available everywhere in India. It has
something to offer for every day needs of every customer rich or poor. From north east to desert of
Rajasthan, or in south India it has something to offer to them.
Price:
It has a range of prices. Some products are for rich people and they are high and some are for poor or
middle class people and they are cheaper. So HUL has variety of products and variety of prices for them.
Promotion:
HUL spends heavily on their advertisement and sales promotion. For example Lux beauty soap always
had top bollywood actress in their ads for promotion. HUL used all available media to promote their
products.
Target Market:
HUL targets different consumer market to sell their product. For example in Brooke Bond range of teas,
for flavor of tea they launch Green Label, for strong tea they launch Red Label and for Taaza for mass
market. For wash powder it has 8 categories. Same is the case with soap. For healthy skin soaps are
different, for beauty its different, for soft skin it has different products.