BRANDING STRATEGY

OF
HINDUSTAN UNILEVER LIMITED
 Hindustan Unilever
limited
Hindustan Unilever Limited is Indias largest Fast Moving Consumer Goods Company

Hindustan Unilever Limited is also one of the countrys largest exporters

HUL meets everyday needs for nutrition, hygiene, and personal care with brands that
help people feel good, look good and get more out of life

Some of the products manufactured by Hindustan Unilever Limited are: Lifebuoy, Lux,
Surf Excel, Rin, Wheel, Fair & Lovely, Ponds, Sunsilk, Clinic Plus, Pepsodent, Close-up,
Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Walls. These products are
popular in Indian as well as foreign markets

In 2000, they had 110 brands, many undifferentiated and lacking scale.

They chose to focus on 35 power brands covering all consumer appeal and price
segments
 All about Branding
The term brand means different things to the different roles of buyer and seller, with
buyers generally associating brand with a product or service, and merchants
associating brand with identity

Brand can also identify the company behind the specific product

that's not just a detergent, that's Surf Excel detergent. This use of brand puts a
"face" behind the name

Brands can signal a certain level of quality so that satisfied buyers can easily choose
the product again

Hence many reputed company like P & G, Crompton Greaves, etc have adopted
branding strategy as a tool for their sale of product
 Strategies adopted by
HUL
In every product line, it has built a number of brands over a period of time

Dove, Lux, Liril, Rexona, Pears and Lifebuoy are the outcome of such a well planned
brand strategy implemented over time

HUL wants to be a leader in every one of its businesses and the strategy is to fight on
the strength of the competitive advantage arising from the possession of strong
brands

HUL has the objective of being a national player (not a niche or a regional marketer)
and the leader therein

HUL hires brands to capture new opportunities:

EX-Savlon VS Dettol
 Umbrella branding
An umbrella brand is a brand that covers diverse kinds of products which are more or less related.
It applies also to any company that is identified only by its brand and history. It is contrasted with individual
branding in which each product in a portfolio is given a unique identity and brand name

HUL beverage brands have been amalgamated under two umbrella brands
Brooke Bond and Lipton
Branding procedure
 Branding strategy in Rural Market
The urban metro products and marketing products can be implemented in rural
markets with some or no change

The ruralmarketing required the separate skills and techniques from its urban counter
part

They are identifying the fact that rural people are now in the better position with
disposable income

The low rate finance availability has also increased the affordability of purchasing the
costly products by the rural people

Marketer should understand the price sensitivity of a consumer in a rural area

CONCLUSION