JAGRAN LAKECITY UNIVERSITY

STRATEGIC MARKETING MANAGEMENT

MID-SEMESTER PROJECT

SUBMITTED TO: SUBMITTED BY:

DR. ANKUSH SHARMA ABHAY SINGH PARMAR
JAGRAN LAKECITY UNIVERSITY ARSHAD JAMIL
DATE: MARCH 6th, 2022 PAMILA PRAJAPATI
PRACHI CHOUBEY
Signature: ……………………. UPANYA ARYA
SHUBHASH CHANDRA BHARTI

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CONTENTS
FMCG ........................................................................................................................................ 3

FMCG PRODUCTS AND CATEGORIES ................................................................................ 3

ANALYSIS OF FMCG SECTOR .............................................................................................. 3

INTRODUCTION...................................................................................................................... 5

HISTORY .................................................................................................................................. 6

ABOUT HINDUSTAN UNILEVER LTD. ............................................................................... 6

VISION OF THE COMPANY .................................................................................................. 6

MISSION OF THE COMPANY ............................................................................................... 6

HINDUSTAN UNILEVER PRODUCTS ................................................................................. 7

KEY DIFFERENTIATION FACTOR OF HUL ....................................................................... 8

ABOUT DOVE ......................................................................................................................... 11

MARKET SEGMENTATION ................................................................................................ 12

TYPES OF SEGMENTATION ................................................................................................ 12

DOVE’S STP ........................................................................................................................... 15

KEY DIFFERENTIATION FACTOR OF DOVE .................................................................. 16

HUL'S MARKETING MIX ..................................................................................................... 17

MARKETING MIX FOR DOVE ............................................................................................. 18

VISITED JIO-MART (AURA MALL) ................................................................................... 21

LEARNINGS ........................................................................................................................... 22

REFERENCES......................................................................................................................... 23

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FMCG

F
ast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods(CPG), are
products that have a quick turnover and relatively low cost. Consumers generally put less thought
into the purchase of FMCG than they do for other products Though the absolute profit made on
FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on
such products can be large.
FMCG Products and Categories

• Personal Care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps);
• Cosmetics and toiletries, deodorants, perfumes, feminine hygiene, paper products;
• Household care fabric wash including laundry soaps and synthetic detergents; household cleaners,
such as dish/utensil cleaners, floor cleaners, toilet cleaners, air fresheners, insecticides and mosquito
repellents, metal polish and furniture polish.
• Food and health beverages, branded flour, branded sugarcane, bakery products such as bread,
biscuits, etc., milk and dairy products, beverages such as tea, coffee, juices, bottled water etc, snack
food, chocolates, etc.
• Frequently replaced electronic products, such as audio equipment’s, digital cameras, Laptops, CVs;
other electronic items such as Refrigerator, washing machines, etc. coming under the category of
White Goods in FMCG.

India's FMCG market was valued at 110 billion U.S. dollars in 2020. Compared to 2012, the market size
of fast-moving consumer goods had tripled. By 2025, the market was expected to grow to 220 billion
dollars.
Analysis of FMCG Sector
Strengths:
1. Low operational costs
2. Presence of established distribution networks in both urban and rural areas
3. Presence of well-known brands in FMCG sector

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Weaknesses:
1. Lower scope of investing in technology and achieving economies of scale, especially
in small sectors
2. Low exports levels
3. "Me-too" products, which illegally mimic the labels of the established brands. These
products narrow the scope of FMCG products in rural and semi-urban market.

Opportunities:
1. Untapped rural market
2. Rising income levels i.e. increase in purchasing power of consumers
3. Large domestic market
4. Export potential
5. High consumer goods spending

Threats:
1. Removal of import restrictions resulting in replacing of domestic brands
2. Slowdown in rural demand
3. Tax and regulatory structure

Future Scenario:
The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy.
A well-established distribution network, intense competition between the organized and unorganized
segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010. That will
translate into an annual growth of 10%

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INTRODUCTION

H
industan Unilever Limited is the largest consumer goods company in India, established in 1933
and is based out of Mumbai. The company known for its presence across almost all categories
of consumer products, has a variety of products in each of the categories targeted at almost all
the customersegments.

It has products in over 20 consumer categories majorly Food & Drink, Personal care, home careand Water
purifier serving over 700 million customers across the country and is undoubtedly the marketleader in the
FMCG sector.

Some of the famous brands of HUL are Dove, Lux, Lifebuoy, Pears, Hamam, Lyril, Rexona, Surf Excel,
Wheel, Comfort, Clinic Plus, Sunsilk, Fair & Lovely, Pond’s, Lakmè, Vaseline, Bru, Taj Mahal, Lipton,
Brooke Bond, Cornetto, Kisan, Annapurna, Magnum, Close up, Pepsodent, and many more.

The company with its exhaustive product range and wide distribution network aims to provide products
fulfilling the needs and demands of all the segments of the society across the country. The company
has always focused on innovative product offerings and adapting itself to the market changes,which has
helped it maintain its market leadership.

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HISTORY
The company was renamed in June 2007 as “Hindustan Unilever Limited”. Lever Brothers first
commenced operations in India in the summer of 1888, when crates full of Sunlight soap bars, embossed
with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it beganan
era of marketing branded Fast Moving Consumer Goods (FMCG).qIn 1956, it became known as
Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co.
Ltd. and United Traders Ltd. Hindustan Unilever Limited was established in 1933 as Lever Brothers India
Limited by Lever Brothers.

We will develop new ways of doing business with the aim of doubling the size of our company while
reducing our environmental impact. To earn the love and respect of India, by making a real difference to
every Indian. We will inspire people to take small everyday actions that can add up to a big differencefor
the world. We help people feel good, look good and get more out of life with brands and services that are
good for them and good for others. We work to create a better future every day

ABOUT HINDUSTAN UNILEVER LTD.

Hindustan Unilever Ltd. was incorporated in the year 1933. Its today's share price is 2364.85. Its current
market capitalization stands at Rs 555642.52 Cr. In the latest quarter, company has reported Gross Salesof
Rs. 515900 Cr and Total Income of Rs.465090 Cr.
The company's management includes Ashish Gupta, Leo Puri, Kalpana Morparia, Sanjiv Misra, OP Bhatt,
Wilhelmus Uijen, Dev Bajpai, Srinivas Phatak, Sanjiv Mehta, Sanjiv Mehta

VISION OF THE COMPANY

The four pillars of our vision set out the long-term direction for the company – where we want to go and
how we are going to get there:

MISSION OF THE COMPANY

Unilever's mission Is “TO ADD VITALITY TO LIFE”

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HINDUSTAN UNILEVER PRODUCTS

Hindustan Unilever Limited is the company With Hindustan Unilever Products over 40 brands across12
distinct categories
Examples
Fabric wash, household care, purifiers, personal wash, skin care, hair care, color cosmetics oral care
deodorants beverages. ice-creams& frozen deserts and food etc.

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New Reporting Segments

KEY DIFFERENTIATION FACTOR OF HUL

HUL (Hindustan Unilever Limited) is a leading FMCG (Fast-Moving Consumer Goods) company in India
and is known for its strong brand portfolio. One of the keys differentiating factors of the HUL brand is its
focus on sustainability.

HUL has made sustainability an integral part of its business strategy and has set ambitious targets to
reduce its environmental footprint. The company has launched several initiatives to reduce its greenhouse
gas emissions, promote water conservation, and reduce waste generation. HUL has also committed to
using 100% renewable energy in its operations by 2030.

In addition to sustainability, HUL is also known for its strong distribution network and marketing
capabilities. The company has a wide reach in both urban and rural areas of India and has been able to
successfully market its products to a diverse consumer base. HUL has also been quick to adapt to changing
consumer preferences and has launched several innovative products in response to evolving market trends.

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HUL (Hindustan Unilever Limited) is a leading fast-moving consumer goods (FMCG) company in India,
with a portfolio of well-known and trusted brands across categories such as home care, personal care, food
and refreshments. One key differentiating factor of the HUL brand is its focus on sustainable and
responsible business practices.

HUL has been committed to sustainability for many years and has integrated sustainability into its core
business strategy. The company's Sustainable Living Plan, launched in 2010, outlines its goals to improve
the health and well-being of people, reduce its environmental footprint, and enhance livelihoods.

Some specific examples of HUL's sustainable and responsible business practices include:
• Sustainable sourcing: HUL sources raw materials sustainably and responsibly, with a focus on
reducing its impact on the environment and supporting local communities.
• Water conservation: HUL has implemented a number of initiatives to conserve water across its
operations, including reducing water consumption in its manufacturing processes and promoting
water conservation among consumers.
• Renewable energy: HUL has set a target to source 100% of its electricity from renewable sources
by 2030 and is investing in renewable energy projects such as wind and solar power.
• Waste management: HUL has implemented a comprehensive waste management program, which
includes reducing waste generation, promoting recycling and reuse, and responsible disposal of
waste.
Overall, HUL's focus on sustainable and responsible business practices sets it apart from other FMCG
companies and has helped the company build a strong reputation for ethical and environmentally
conscious business practices.

Hindustan Unilever Limited (HUL) is one of India's leading consumer goods companies, with a diverse
range of products in categories such as personal care, home care, foods, and refreshments. One of the keys
differentiating factors of the HUL brand is its strong focus on innovation and sustainability.

HUL has a reputation for investing heavily in research and development to create new and innovative
products that meet the evolving needs of its consumers. For example, it has developed several successful

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products such as Dove's range of beauty products, Surf Excel's stain removal technology, and Lipton's tea
range with natural ingredients.

In addition to its focus on innovation, HUL is also committed to sustainability and social responsibility.
It has set ambitious goals for reducing its environmental impact, such as reducing its greenhouse gas
emissions and water consumption. HUL is also actively involved in community development initiatives
such as providing education, healthcare, and clean drinking water to underprivileged communities.
Overall, the combination of innovation and sustainability has helped HUL build a strong brand that
resonates with consumers who are looking for high-quality, ethically responsible products.

Hindustan Unilever Limited (HUL) is one of the largest consumer goods companies in India and is known
for its portfolio of trusted and popular brands. One of the key differentiating factors of the HUL brand is
its focus on sustainability and social responsibility. HUL has been consistently ranked as one of the most
sustainable companies in India and has set ambitious goals to reduce its environmental footprint, promote
gender equality, and improve the livelihoods of farmers and small businesses.
One of the keys differentiating factors of the HUL brand is its strong focus on sustainability and social
responsibility.

Some of the other key differentiating factors of the HUL brand include:

• Strong brand portfolio: HUL has a strong portfolio of brands that are well-known and trusted by
consumers in India. These brands include Lifebuoy, Dove, Lux, Surf Excel, Rin, Pepsodent,
Lipton, and Brooke Bond, among others.
• Innovation and research: HUL have a strong focus on innovation and invests heavily in research
and development to stay ahead of the competition. The company has a dedicated research center,
the HUL Research and Development Centre, which focuses on developing new products and
improving existing ones.
• Distribution network: HUL has an extensive distribution network that reaches almost every
corner of India. The company has over 8,000 distributors and 3 million retail outlets, which allows
it to reach consumers in both urban and rural areas.

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• Customer-centric approach: HUL has a strong customer-centric approach and focuses on

understanding the needs and preferences of its consumers. The company conducts extensive
market research and consumer surveys to stay updated on the latest trends and preferences.
• Employee welfare: HUL is known for its employee-friendly policies and has been ranked as one
of the best companies to work for in India. The company provides its employees with a safe and
inclusive work environment, training and development opportunities, and a range of benefits and
perks.

HUL has also launched a number of social initiatives aimed at improving the lives of people in the
communities where it operates. These initiatives include programs focused on health and hygiene,
education, and women's empowerment.
Another key differentiating factor of the HUL brand is its strong distribution network. The company has
an extensive distribution network that reaches even the most remote areas of India, making its products
easily accessible to consumers across the country. This has helped HUL to build strong brand loyalty and
a large customer base.
Finally, HUL is known for its strong brand portfolio, which includes some of the most iconic and trusted
brands in India, such as Dove, Lifebuoy, Lux, Surf Excel, and Lipton. The company's strong brand equity
and marketing expertise have helped it to maintain a dominant position in the Indian consumer goods
market.

ABOUT DOVE

Dove is an American personal care brand owned by Unilever, which has gone above and beyond the
traditional purpose of selling beauty and body care products to its customers.
The company has now become a household name because of successful marketing campaigns that are
devoted to women of different ages, sizes and ethnicities. Dove’s products are marketed to help
individuals find their internal beauty, something that soap cannot wash away.

Dove has established a distinctive brand identity by offering a diverse range of products and executing
impactful marketing approach that sets it apart from the crowded beauty industry.

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The company believes in manufacturing quality products that are cleansing and feminine the
characteristics women look for in a product. The goal of the company is to build positive self-esteem and
also to inspire women and young girls to reach their potential.

The brand values of Dove are self-love, empowerment and beauty which it achieves by creating
campaigns such as the self-esteem project and the Real beauty campaigns. By implementing effective
marketing campaigns, Dove has successfully established a distinct reputation and differentiated itself from
the competition, while simultaneously increasing brand awareness.

MARKET SEGMENTATION
Consumers in the Personal & Household Prods. industry vary in their needs, wants, demands, resources,
locations, access to technology, cultural differences, buying attitudes, and end use of the products and
services. Market segmentation is the process through which Hindustan Unilever decides to segment the
overall market in smaller segments and groups that have similar attributes, buying behaviour, socio
economic background, etc. This is done to reach out to the group of consumers more efficiently and
effectively.
TYPES OF SEGMENTATION

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Some of the most popular ways of consumer and market segmentation are –
1. Geographic segmentation

Geographic segmentation is dividing the overall market based on different geographic units such as –
countries, continents, zip codes, states, trading blocks, cities, and neighbourhoods. Geographic
segmentation is highly efficient for Hindustan Unilever in the international markets because the
prospective customers have different culture, preferences, and administrative systems. Secondly, if the
cost of transportation is critical cost in the value proposition delivery, then it is prudent to do geographic
segmentation as the costs of serving customers in different locations will be completely different.
2. Demographic Segmentation
Demographic segmentation is dividing the mass market into smaller segments and groups based on
gender, income, occupation, age, life cycle stage, ethnicity, religion, and generation. As the products of
Hindustan Unilever provide a superior value proposition, it should segment the customers based on two
main demographic criteria – income of the prospective customer and life cycle stage PRIZM® is the geo-
demographic segmentation system that combines geographic data with various demographic, consumer
behaviours, and other data to help marketers identify, understand and reach their customers and prospects.
PRIZM classifies every U.S. household—assembled by zip code—into 66 demographically and
behaviourally distinct segments.
3. Psychographic Segmentation
In the marketing world, lifestyle-oriented interests, activities, and opinion, are categorized under
psychographic variables. Hindustan Unilever can use psychographic segmentation to divide the potential
buyers into different segments based on – personality characteristics, buying patterns, consumption
opinion, opinion on social issues, leisure activities, hobbies, and many other dimensions. Psychographic
segmentations are effective because people in the same demography can have different psychographic
characteristics based on individual life. One of the most widely used consumer behaviour frameworks to
do consumer psychographic analysis is VALS - A widely used segmentation method that classifies
America’s adult population into eight distinctive subgroups: innovators, Thinkers, Achievers,
Experiencers, Believers, Strives, Makers, and Survivors.

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4. Behavioural Segmentation
Behavioural segmentation divides buyers into groups based on their - attitudes, product knowledge,
product uses, and other responses to a product. Many marketing experts believe that behavior variables
are a good starting point to build consumer segments. For example for any service – Freemium model is
a far more effective segmentation strategy than geographic, demographic, or psychographic. The behavior
segmentation can help the organization to focus on key features, and provide the consumers with features
that they are more likely to use. Continuous engagement leads higher customer satisfaction rates and high
net promoter score.

TARGETING

▪ After identification of various consumer segments within the marketplace, Hindustan Unilever needs
to target a specific market. The choice of target market is dependent on 10 critical factors. Regulatory
and other entry barriers - Are there any regulatory and technological barriers that Hindustan Unilever
will face if it decides to enter the market.
▪ Presence of appropriate collaborators to market successfully to the target market – Is there sufficient
infrastructure available to target certain customer segment. For example everyone knows that there
is an environment conscious segment in automobile industry who can pay premium prices for electric
vehicles, but none of the major auto players successfully able to target that segment because there
was no collaborators ecosystem. Tesla became successful by building that ecosystem.
▪ Financial resources to target a specific segment – Does the organization has marketing capabilities,
operational skills, and financial resources to target a specific segment of consumers.
▪ Organization’s mission, vision, and the consumer segment fit – Is the targeting consistent with the
vision, mission, ethos, values and strategic fit of the Hindustan Unilever.
▪ Competition in the target segment – What is the level of competition in the target segment. If the
competition is fierce then there is less likelihood of sustainable margins in long term.
▪ Differentiation is essential in modern marketplace because of the ease with which organizations can
either develop new products or source them from third party suppliers who are working with other
big brands. One of the biggest examples of it is the growing emergence of private labels in the retail
industry. Retailers find it extremely easy to get products manufactured from the suppliers in various
industry, this helps them in sourcing products at lower prices and make them competitive against

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major brands which have to spend a huge amount of resources on promotion and marketing of the
products. Hindustan Unilever can differentiate its products in the Personal & Household Prods.
industry based on the quality of the products. The differentiation should be based not on premium-
ness of the product but on the high-quality features it packs in the current product and service
offering.

POSITIONING

Brand positioning and value proposition positioning are critical to marketplace success in today’s
competitive marketplace. Hindustan Unilever needs to position its product in such a way that it creates a
– distinct image, provides a specific identity / reference point of the product and services in the customer’s
mind. Brand positioning and product differentiation have become increasingly critical because of the
driving down of production costs in the Personal & Household Prods. industry and the direct access to
consumer and e-commerce and others online.

Dove’s STP
SEGMENTATION
First, Dove use segmentation is Demographic Segmentation. Every company appeals a specific group or
age. Generally, Dove focuses on women of all age groups above 18. These women who are well aware
about beauty and care for their skin. The want to use quality products of the skin. Women who have a high
purchasing power and belong the upper middle class
Dove uses psychographic segmentation. Dove goals to create a psychology in women where beauty
incorporates all ages, body shapes and size. ‘You are beautiful the way you are’ is the message Dove
promotes and wants every woman to believe.
TARGETING
The target group of Dove is especially women above 18 years old. Dove purposes women of all ages, shapes
and sizes. However, Dove is willing every woman to believe that their message
Dove soap designed as a personal care beaty product. A soap is a mild moisturizing bar so that is one fourth
moisturizer. Therefore, it also called a beauty bar. While Dove wants to be different different from
competitors, it must be uses high moisturizer and it can do it.

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Dove does not purpose women to help you become beautiful. Only, it interest women to feel good about
themselves.
Dove 3 campaign has made. First, in 2004, Dove started a new campaign; ‘Real Beauty Campaign’. Result
a to campaign, Dove realized that women are not interested your products and they will help them look
younger and prettier. Also, these women want to beautiful in your products. Other company is Dove
Movement for Self Esteem. This company purposed at building positive self-esteem among women and it
meet their women need. This company tagline is ‘Imagine a word where beauty is a source of confidence
not anxiety’. Third company is Dove Real Role Models. A campaign aimed at finding out who inspire the
women of today. This company tagline is ‘Strong Role Models Build Stronger Self’

POSITIONING
From the very beginning, Dove was emphasizing the moisturizing characteristics of its products. The
moisturizing characteristics gave a unique sense of gentleness, care, and safety to the brand image. The
company keeps using this attribute to this day. It evokes positive associations in the minds of customers
thanks to the beneficial characteristics of their products.

Initially, Dove managed to differentiate itself from the others in the market by positioning its product as
a “beauty bar” instead of soap. This is how the company managed to position itself based on competition.
The “beauty bar” of Dove contained some amount of moisturizing cream which made the products more
gentle and less drying for the skin.

As a result, the moisturizing attribute was treated not as just a product characteristic, but also as a
differentiation point for the company. Later, when other companies also adopted this characteristic in their
production lines, Dove managed to maintain its differentiation point through embracing the “real beauty”
and diversity.

KEY DIFFERENTIATION FACTOR OF DOVE

Dove has managed to remain on the top of the beauty industry by coming up with unique, emotional,
empathetic marketing strategies. Through thoughtful campaigns, Dove has managed to make a change by
making women feel confident and comfortable in their own skin and has successfully made women around
the world feel beautiful in the way they are.

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By truly understanding and capturing consumer concerns and executing campaigns with distinguished
content, unlike other beauty companies Dove is able to maintain a representative for “real beauty” and
empower women worldwide

HUL's Marketing Mix

Hindustan Unilever Limited (HUL) is one of the largest consumer goods companies in India. The
marketing mix, also known as the 4Ps (Product, Price, Promotion, and Place) of HUL can be defined as
follows:

▪ Product: HUL offers a wide range of products in various categories including personal care,
home care, food and beverages, and water purifiers. Some of the popular brands include Dove,
Lipton, Lifebuoy, Surf Excel, and Pure it. The company focuses on product innovation, quality,
and safety to meet the evolving needs of its customers.
▪ Price: HUL uses a pricing strategy that takes into account the cost of production, competition,
and consumer demand. The company offers products at different price points to cater to different
segments of the market. It also uses promotional pricing and discounts to attract customers and
increase sales.
▪ Promotion: HUL uses various promotional strategies to create brand awareness and increase
sales. It uses a mix of advertising, sales promotions, public relations, and direct marketing to reach
its target audience. The company also collaborates with influencers and celebrities to endorse its
products and create buzz around them.
▪ Place: HUL has a strong distribution network that covers both urban and rural areas of India.
The company uses various distribution channels including wholesalers, retailers, and online
platforms to reach its customers. HUL also has a strong presence in modern trade outlets such as
supermarkets and hypermarkets.

Overall, HUL's marketing mix focuses on creating a strong brand image, meeting customer needs, and
leveraging its distribution network to increase sales and HUL's Competitive Advantage

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Marketing Mix for Dove

The term marketing mix refers to the foundation model

of a firm, which has historically centred on the product,
pricing, place, and promotion (4Ps). The marketing mix
is defined as a collection of marketing strategies used by
a firm to fulfil its branding objectives in the market.

• Product Strategy of Dove

Dove products are made using key components such as vegetable oils, synthetic surfactants, salts of
animal fats, and moisturizing cream. The basic product line of the company is body washes, shampoo,
soaps and skin care products

Some of its products include:

• Facial care products – Dove Deep Pure Face Wash
• Hair Care products- Dove Oxygen Moisture Conditioner
• Moisturizers/lotions – Dove Go Fresh Bathing lotion, Dove Purely Pampering Shea butter and warm
Vanilla Body Lotion
• Dove Go Fresh Bathing Bar, Original Cream Beauty Bathing Bar
• Body Wash – Dove Go Fresh Body Wash
• Deodorant/antiperspirant – Dove Original Antiperspirant Deodorant Stick
The company is continuously expanding its product lines and is entering new markets to increase its
customer reach and make available some products for every kind of customer.

• Price Strategy of Dove

Dove is positioned as a luxury product in the market, yet the firm has a well-integrated pricing strategy
for its products, which involves maintaining its price policy reasonable and cheap while being distinctive
when compared to its competitor’s products.

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Its products are slightly more expensive, but the brand has benefited greatly from the quality of its
products, allowing it to effectively execute its pricing policy.
Consumers see Dove as a high-end product and are thus ready to spend additional money on high-quality
items that will help them enrich their personal care experience. They have implemented a value-added
pricing policy for all of their products since buyers typically associate high prices with high-quality items.

• Place and Distribution Strategy of Dove

Dove is a multinational brand with a global reach. Its network is stretched around the world, and its
products are manufactured in nations such as the United States, Thailand, Turkey, South Africa, the
Philippines, Pakistan, the Netherlands, Mexico, Ireland, Germany, Israel, Indonesia, India, and China.
With the aid of a good and effective distribution chain, products are marketed in almost eighty countries.
Manufacturers from retailers to customers are served via general stores, retail stores, convenience stores,
discount stores, supermarkets, malls, and hypermarkets.

• Promotion Strategy of Dove

Dove has a high level of brand recognition in the consumer market, which has been achieved through
branding and advertising. Marketing policies have a significant influence on the creation and development
of the brand. Advertisements for many Dove products are shown on various television networks as well
as on radio. It has also used print media to sell its products, placing advertisements in newspapers,
magazines, and billboards.
They have implemented a unique promotional strategy with a purpose added in it, rather than employing
a superstar, they choose women to show the difference between before and after use of their products. In
their advertisement, Dove typically shows clearer but natural skin in their ads rather than over-edited faces
with visible make-up that gives out a false message. Ads use the phrase “real beauty” in the context of
confidence, resulting in a strong client base of its own. It also has a strong social media presence on
Twitter and Facebook.
So, that was the marketing mix of the company, let us also understand the competitive analysis for Dove
to know the real position of the company.

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HUL sustainable competitive advantage

HUL (Hindustan Unilever Limited) sustainable competitive advantage refers to the long-term ability of
the company to maintain its position in the market by consistently delivering superior value to its
customers, while also maintaining its profitability and market share.
Sustainable competitive advantage is achieved when a company can create a unique and valuable product
or service that is difficult for its competitors to replicate or imitate. HUL has established a sustainable
competitive advantage through various factors such as:

▪ Strong Brand Equity: HUL has a portfolio of strong and well-known brands such as Dove, Surf
Excel, Lipton, and many more. The company has invested significantly in building and maintaining
its brand image, which gives it a competitive advantage in the market.

▪ Wide Distribution Network: HUL has a wide distribution network that spans across India, with
more than 6.3 million retail outlets, making it easy for the company to reach its customers in every
corner of the country.

▪ Innovation: HUL has a strong focus on innovation and regularly introduces new and innovative
products in the market, which helps it to stay ahead of its competitors.

▪ Cost Leadership: HUL has implemented several cost-cutting measures to maintain its profitability,
which enables it to offer competitive prices to its customers.

Overall, HUL's sustainable competitive advantage is built on a combination of factors such as brand
equity, distribution network, innovation, and cost leadership, which have enabled the company to maintain
its dominant position in the Indian market for several decades. Market share.

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VISITED JIO-MART (AURA MALL)

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LEARNINGS

1. Deep understanding of FMCG sector

2. HUL product line and how they have captured the huge market
3. Their marketing staretegies towards organised and unorganised retai sector
4. Visited jio mart and experienced their selling skills
5. In store product placement and visual representation

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 JAGRAN LAKECITY UNIVERSITY

REFERENCES

▪ https://www.hul.co.in/our-company/introduction-to-
hul/#:~:text=With%20nearly%2090%20years%20of,to%20build%20a%20brighter%20future.
▪ https://embapro.com/frontpage/marketingstpcoanalysis/10572-hindustan-unilever
▪ https://iide.co/case-studies/marketing-mix-of-hindustan-unilever/
▪ https://www.hul.co.in/files/91d8bc5a-89b1-4b6f-acea-f8010864530a/sq-22-presentation.pdf
▪ https://thesocialgrabber.com/segmentation-strategy-of-dove-and-nivea/

HINDUSTAN UNILEVER LIMITED 23

 JAGRAN LAKECITY UNIVERSITY

HINDUSTAN UNILEVER LIMITED 24