Case Study on Hindustan Unilever Ltd.

(HLU)
 Content
How Hindustan Unilever Limited (HUL) has used its strong
portfolio of brands to build a strong brand image and customer
loyalty.

 Introduction
 Brands Owned By (HUL) Presented By.
 Background Amritesh Kr. Niral
 Marketing Strategies Shreya Kumari
 Impact Anmol Tiwari
 Final Note
Abhishek Tiwar
 Introduction
 Hindustan Unilever Limited (HUL) is India’s largest Fast Moving Consumer Goods
company also known as Consumer Packaged Goods with a heritage of over 90
years in India.
 It is a British-owned Indian Final good company headquartered in Mumbai. It is a
subsidiary of the British company Unilever.
 As of 2023, Hindustan Unilever's portfolio had more than 50 product brands in 14
categories with sales in over 190+ countries and an annual sales turnover of ₹597.84
billion.
 HUL was established in 1931 as Hindustan Vanaspati Manufacturing Co. Following a
merger of constituent groups in 1956, it was renamed Hindustan Lever Limited. The
company was renamed again in June 2007 as Hindustan Unilever Limited.
 The British company Unilever company has over 67% shareholding in Hindustan
Unilever Ltd (HLU).
BRANDS OWNED BY HINDUSTAN UNILEVER
Background Of (HUL)
In 1931, Unilever a British Company set up its first Indian
subsidiary company, named as 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;
and HUL offered 10% of its equity to the Indian public or
Indian Businessmen to establish their business successfully
in India, and this was the first among all foreign
subsidiaries companies to establish the business like this.
 Marketing Strategies
Wide Range of Brands- HUL’s strength lies in diverse brand portfolio, featuring well-
known names such as Dove, Surf Excel, an Lifebouy, etc.
Consumer-centric Innovation- HUL’s unwavering commitment to consumer
satisfaction is reflected in its innovation product offerings. The company distinguishes
itself through consumer-centric innovation, regularly introducing products aligned with
evolving preferences, including eco-friendly and health-conscious choices.
Sustainability Initiatives- HUL reformulating their products like cleaning supplies
with plant-based, green carbon ingredients as alternatives to fossil fuels. They are aiming
to achieve net-zero emissions from their products up to the point of sale by 2039.
Lifebouy’s ‘Help A Child Reach 5 Campaign- It discusses a social marketing
initiative by Hindustan Unilever conceived to fight the grave issue of child. They
identified a cost-effective way to deal with the problem through the simple task of hand
washing. The company partnered with several global bodies as well as village
communities to achieve its goal. The campaign model was structured to benefit Lifebuoy
through building an image of a socially conscious brand, as well strengthening its
positioning of health soap, while ensuring the healthy lives of millions of people.
Impact of (HUL) Strategies on Customers
These are the significant results of HUL’s marketing strategies:-
• Brand Image- HUL has consistently maintained a positive brand image,
associating itself with trust, quality, and responsible business practices.
• Market Leadership- The company holds a dominant position in
various FMCG categories, consistently outperforming competitors.
• Customer Loyalty- HUL’s diversified portfolio and commitment to
consumer needs have fostered strong customer loyalty or we can say,
providing good service to the customer and not to guarantee or giving
promises that cannot be delivered, resulting in repeat business.
• Social Impact- The “Help A Child Reach 5” campaign not only
strengthen Lifebuoy’s brand but also had a significant societal impact by
promoting better hygiene in rural areas.
 Final Note
HUL’s remarkable journey to building a strong brand
image and customer loyalty underscores the importance of
a diverse brand portfolio, consumer-focused innovation,
and responsible business practices.
This case study highlights how HUL’s marketing strategies
not only solidified its market leadership but also made a
positive societal impact. HUL’s continued success is a
guiding example for other companies aiming to establish a
prominent and responsible presence in the Indian FMCG
Industry.
Thank You