A Project Report

On

Hindustan Unilever Limited

Submitted to

By

Nupur Varma

Studying Bachelor of Business Administration

Second Year Semester 4

Roll Number-80

Under the Guidance of

Professor Dhaivat Shah

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 PREFACE

This is an industrial report on the organisation Hindustan Unilever limited (HUL). With
over 85 years of heritage in India, Hindustan Unilever Limited (HUL) is India’s largest
fast-moving consumer goods company. On any given day, nine out of ten Indian
households use their products.

With 50+ brands spanning categories such as fabric solutions, home and hygiene, life
essentials, skin cleansing, skincare, hair care, colour cosmetics, oral care, deodorants, tea,
coffee, ice cream & frozen desserts, foods and health food drinks, the Company is a part of
the everyday life of millions of consumers across India.

So, in this project report my focus is on understanding the range of products sold by the
company, its marketing strategies, finance and human resource management of the same.

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 ACKNOWLEDEGMENT

It is my pleasure to be indebted to various people who directly or indirectly contributed in

the development of this work and helped me during the course of this work.

I am thankful to Professor Dhaivat Shah for providing such a good opportunity to prepare
this and also for his constant support, motivation and guidance.

Lastly, I would thank my Parents and my Friends for their moral support and suggestions
which helped me a lot in the completion of this project.

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 INDEX

Company Details
1.1 Mission and Vision
1
1.2 Origin of Company
1.3 Business Idea Generation
Swot Analysis
2.1 Strengths
2 2.2 Weakness
2.3 Opportunities
2.4 Threats
Market, Target Group and Positioning, Unique Selling Product and
Competitors
3 3.1 MTP
3.2 USP
3.3 Competitors
4 Business Model
Marketing Mix
5.1 Product
5 5.2 Place
5.3 Price
5.4 Promotion
6 Finance Structure
7 Awards And Facilitation
8 Conclusion
9 Suggestions
10 Bibliography

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 1.1

MISSION OF HUL

Unilever's mission is to add Vitality to life. We meet every day needs for nutrition, hygiene and personal
care with brands that help people feel good, look good and get more out of life.

Our deep roots in local cultures and markets around the world give us our strong relationship with
consumers and are the foundation for our future growth.

We will bring our wealth of knowledge and international expertise to the service of local consumers-a
truly multi-local multinational.

Our long-term success requires a total commitment to exceptional standards of performance and
productivity, to working together effectively, and to a willingness to embrace new ideas and learn
continuously.

To succeed also requires, we believe, the highest standards of corporate behavior towards everyone we
work with, the communities we touch, and the environment on which we have an impact.

This is our road to sustainable, profitable growth, creating long-term value for our shareholders, our
people, and our business partners

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 VISION OF HUL

SANJIV MEHTA

CEO & Managing Director of Hindustan Unilever Limited said,

"HUL is committed to operate and grow its business in a socially responsible way. The Company has a
simple purpose – to make sustainable living commonplace.

HUL’s vision is to grow the business, whilst reducing environmental footprint and increasing positive
social impact.

We are developing new business practices that grow both our company and communities.

We are meeting people’s ever-increasing desire for more sustainable products and creating a brighter
future for everyone.

In a volatile world, which is facing environmental change and rising populations, we see this as the best
long-term way for us to grow and bring benefits to all our stakeholders.”

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 1.2

ORIGIN

Hindustan Unilever Limited (HUL) is a British-Dutch assembling organization headquartered in Mumbai,

India. The items of Hindustan Unilever Ltd incorporate nourishments, drinks, cleaning specialists,
individual consideration items, water purifiers, and purchaser merchandise. HUL was set up in 1933 as
Lever Brothers and following the merger of its constituent gatherings in 1956, HUL was renamed
Hindustan Lever Limited. The organization was then renamed in June 2007 as "Hindustan Unilever
Limited".

At the start of 2019, the Hindustan Unilever Limited portfolio had 35 items marked in 20 classifications
and utilized 18,000 representatives with offers of Rs. 34,619 crores in 2017-18. In December 2018, HUL
reported its procurement of Glaxo Smith Kline’s India business for $3.8 billion out of an all-value merger
manage ratio of 1:4.39.

However, the joining of 3800 representatives of GSK stayed questionable as HUL expressed there was no
provision for maintenance of workers in the deal. In January 2019, HUL said that it hopes to finish the
merger with Glaxo Smith Kline Consumer Healthcare (GSKCH India) this year.

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 1.3
BUSINESS IDEA GENERATION

In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars, embossed
with the words "Made in England by Lever Brothers". With it, began an era of marketing branded Fast
Moving Consumer Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati was
launched in 1918 and the famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, 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, being the first among the foreign subsidiaries to do so.

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 1.4

JOURNEY OF HUL

In 2020, HUL announced acquisition of VWash, the market leader in female intimate hygiene category to
enter the currently underpenetrated and rapidly growing market segment.

In 2020, with the Merger of GSK Consumer Healthcare with Hindustan Unilever Limited, Iconic health
food drink brands – Horlicks and Boost enter the foods & refreshment portfolio of HUL, making it the
largest F&R business in India.

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 2

SWOT ANALYSIS
The SWOT Analysis of HUL (Hindustan Unilever Limited) includes its strengths, weaknesses,
opportunities, and threats.

2.1

S STANDS FOR STRENGTHS (INTERNAL FACTOR)

1) Leader in FMCG Market:

• Two out of three Indian consumers use HUL products, according to Nielsen Study. To
establish itself as a market leader in the Indian market, HUL has adopted a targeted
approach in the supply chain & other things.

2) Most Preferred Brand:

• From soap to mineral water, HUL shapes the lives of 1.3 billion people every day.
• HUL’s presence in the consumer market with its 20 categories such as soap, tea, detergent,
shampoo, etc., and its wide range of products has helped it occupy a large share of shelf
space in grocery and department stores, which explains the acceptance/demand for its
products in the market.

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 3) Innovations:
• Hindustan Unilever Research Center (HURC), Mumbai, and Unilever Research India,
Bangalore, both research facilities were merged at one location in Bangalore in 2006.
• The people at this facility are continuously working on developing innovations in
products and manufacturing processes that will help HUL establish itself as a frontrunner
in the consumer goods market.

4) High Brand Awareness:

• HUL generated positive word of mouth over the years by enlisting celebrities to promote
their brands.
• This allowed them to socially anchor their brands, which were intelligently tailored to
different income brackets.

5) Wide Range of Products:

• It offers product categories, namely, oral care, personal care, household surface care,
textile care, and pet food, etc., and has a wide range of products in all product categories.

6) Strong Promoter:
• With more than 80 years of experience in the consumer goods market and backed by
Unilever, which owns 67% of HUL, the company is financially strong.

7) Huge Market Share:

• Due to high market penetration, HUL has managed to maintain its high market share in
various product categories.

8) Comprehensive and automated supply chain:

• HUL products are now a household name thanks only to the four-tier distribution system.

I. Direct coverage within a city of fewer than 50,000 people through a popular specialty retailer.
II. Indirect coverage: targets were villages closer to broader commercial markets.
III. Streamline Use of the rural wholesale market to access markets that are not accessible by road.
IV. the Shakti Project targets existing SHGs (self-help groups) for women in small villages. Based on
their accessibility and business opportunities, the markets have been segmented.

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 9) Social Media:
• HUL has a strong social media presence with millions of followers on the three most
popular social networking platforms: Facebook, Twitter and Instagram.
• The company has a high level of customer engagement with a low response time on these
channels.

10) Most Reputed Brand:

• The brand has always been recognized as a leading FMCG company and enjoys an
excellent reputation.

2.2

W STANDS FOR WEAKNESSES (INTERNAL FACTOR)

1) Declining Market Share:

• Competitors focusing on a particular product eating up HUL’s share, such as Ghadi &
Nirma detergents eating up HUL’s market share in wheel washes.

2) Large selection of brands in various product categories:

• A large portfolio of brands often leads to incorrect positioning. Price placement in some
segments ensures low price competition, such as the market share gained by Amul from
Kwality.

3) Limited Market Share:

• The market share of HUL is limited due to the presence of other strong FMCG brands.

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 2.3

O STANDS FOR OPPORTUNITIES (EXTERNAL FACTOR)

1) Expanding the market:

• Greater penetration of rural markets through Project Shakti AMMA and the transition from
unorganized to organized enterprises will lead to further expansion of the consumer
market.

2) Awareness of the use of consumer products:

• Advertising, word of mouth and medical prescribing raise people’s awareness of the use of
consumer products, leading to an increase in the rate of use of these products.

3) Growing income level:

• Due to a stable political situation, higher literacy rate and regulated inflation, people’s
disposable income is increasing, leading to higher demand and changing lifestyles.

4) Ayurvedic products:
• May start manufacturing or marketing Ayurvedic products under the brand name of HUL.

5) Partnerships:
• Mergers and acquisitions can further strengthen the brand in a long run.

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 2.4

T STANDS FOR THREATS (EXTERNAL FACTOR)

1) Market competition:
• with the increasing number of local and national suppliers, it is becoming very difficult for
businesses to differentiate themselves from others.
• There is also a risk of counterfeit products destroying the brand image in the market.

2) Price of raw materials:

• rising prices of raw materials will lead to further increases in prices.
• The further price increase will lead to a decrease in sales, profit margins and brand
switching.

3) Buyer Power:
• In a highly diversified consumer goods market, where many brands are promising different
benefits, it is very difficult for consumers to get loyal to a particular brand.
• This leads to brand switching where consumers have the power to choose a brand based on
various factors such as availability, recommendations from reference groups, preferences
and price.

4) Government regulations:
• Changing government norms and regulations can also directly affect business policies and
practices.

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 3.1

STP
SEGMENT: Products and services for daily needs

TARGET GROUP: Every Indian household especially the middle class

POSITIONING: Being the largest FMCG company, HUL’s little efforts make a huge difference in the
lives of people

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 3.2

USP

HUL (Hindustan Unilever Limited) is India’s largest fast-growing consumer goods company

The brands below are the best-known products from HUL’s (Hindustan Unilever) product portfolio,

1. Skincare: Lifebuoy, Lux, Dove, Fair & Lovely, Lakme, Ponds, Pears, Rexona, Vaseline

2. Household: Rin, Domex, Surf Excel, Vim, Comfort Fabric

3. Dental care: Close Up, Pepsodent

4. Hair care: Clinic Plus, Sunsilk

5. Deodorants: Axe

6. Food and beverages:

• TEA: Brook Bond, Taj Mahal, Lipton

• COFFEE: Bru
• KISSAN: jam, ketchup, squash
• Kwality Walls
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 3.3

HINDUSTAN UNILEVER LIMITED (HUL) COMPETITORS

1. Amul is an Indian dairy cooperative based in Anand in the Indian state of Gujarat. It was
established in 1946 and is a cooperative brand owned by a cooperative society, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which is now jointly owned by 3.6 million
(3.6 million) milk producers in Gujarat, and the apex body of 13 District Milk Unions spread
across 13,000 villages in Gujarat.
Amul has kick-started India’s White Revolution, which has made the country the world’s largest
producer of milk and dairy products. Kaira Union introduced the brand “Amul” to market its
range of products. The word ‘Amul’ is derived from the Sanskrit word ‘Amulya’ which means
‘priceless’ or precious (a name suggested by the then Principal of Agriculture College, Dr
Maganbhai Patel) and was established in 1946 through the efforts of Tribhuvandas Kishibhai
Patel. The establishment of Amul made an important contribution to the white revolution in India.

2. Marico Limited is an Indian multinational consumer goods company that provides consumer
products and services in the health, beauty and wellness sectors. Headquartered in Mumbai,
Maharashtra, India, Marico has operations in over 25 countries across Asia and Africa. With its
portfolio of brands like Parachute, Saffola, Hair & Care, Parachute Advanced, Nihar Naturals,
Mediker and many more, the company touches the lives of one in three Indians.
The company owns brands in the categories of hair care, skincare, edible oils, health food, men’s
care and textile care. In the financial year 2019-20, the company generated a turnover of ₹7,315
crores. Marico has 8 factories in India located in Pondicherry, Perundurai, Kanjikode, Jalgaon,
Paldhi, Dehradun, Baddi and Paonta Sahib.

3. L’Oréal S.A. is a French personal care products company headquartered in Clichy, Hauts-de-
Seine, with a branch in Paris. It is the largest cosmetics company in the world and has focused its
activities on hair colour, skincare, sun protection, makeup, perfume and hair care.

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 4. The Procter & Gamble Company (P&G) is an American multinational consumer products
company headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James
Gamble.
The company specializes in a wide range of personal health, personal care and hygiene products.
These products are divided into several segments, including beauty, personal care, health care,
textile and household care, and baby, feminine and family care. Before the sale of Pringles to
Kellogg’s, the product portfolio also included food, snacks, and beverages. P&G is based in
Ohio.In 2014, P&G reported sales of $83.1 billion.
On August 1, 2014, P&G announced that it would streamline the company, eliminating and
selling about 100 brands from its product portfolio to focus on the remaining 65 brands that
generated 95% of the company’s profits. A.G. Lafley, the company’s chairman and CEO until
Oct. 31, 2015, said the future P&G will be “a much simpler, much less complex company with
leading brands that are easier to manage and operate.”
5. ITC Limited is an Indian company headquartered in Kolkata, West Bengal. ITC operates in
various industries such as cigarettes, FMCG, hotels, packaging, paperboard and specialty paper,
and agribusiness.
The company has a total of 13 business units across 5 segments. ITC also exports its products to
90 countries. Its products are available in 6 million retail outlets. Established in 1910 as Imperial
Tobacco Company of India Limited, the company was renamed India Tobacco Company Limited
in 1970 and later as I.T.C. Limited in 1974. Today, the company has been renamed ITC Limited,
though “ITC” is no longer an acronym. The company turned 100 in 2010 and had annual revenue
of $10.74 billion and a market capitalization of $35 billion in 2019-20.
It employs over 36,500 people in more than 60 locations across India and is part of the Forbes
2000 list. Within a relatively short period, ITC has built 25 parent brands, many of which are
market leaders in their segments. This dynamic portfolio of brands today represents annual
consumer spending of over H19,700 million. ITC’s world-class Indian brand’s anchors
competitive and inclusive value chains that create, capture and sustain the greater value within the
country.

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 4

BUSINESS MODEL OF HUL

Hindustan Unilever is an FMCG company that leverages on its Direct to Consumer (D2C) business
model. The business model of Hindustan Unilever is propelled with the idea of making living sustainable
feasible for the masses. With sustainable living, HUL wants to bring about:

• Bettering the future of the children

• A future full of confidence
• A future full of health
• A future that is better for the planet
• A future that is better for the farming and farmers of India

The Hindustan Unilever company gets its competitive advantage from the global footprint it has and the
track record of the company for enhancing value for its consumers around the globe. Some of the
prominent patterns that are noticeable in the business model of HUL are:

1. Reverse Innovation

Reverse innovation refers to the process of building products for industrial countries and then adapting
them to the emerging markets. The technique of reverse innovation is what is truly wielded by HUL,
which has been a prominent inspiration for many other big brands. The 'Knorr Stock Pot’ that the brand
came up with is an excellent example of leveraging reverse innovation. This technique was mastered by
HUL by taking references from the famous ‘Dense Soup treasure,’ which was the first major example of
reverse innovation, launched in China in 2007.

2. Focusing on the financially weak

In contrast to the other foreign subsidiaries, HUL ideated to focus on the financially weaker sections of
the country, which led them to focus on the majority of the Indian people. Citing the discovery of Wheel
detergent powder is one of the examples where Hindustan Unilever created products for the majority of
the Indian consumers. Wheel had lower oil-to-water ratio, which enabled Indian to wash textiles even in
rivers with hands. Wheel was then made available cleverly by the brand in the local corner shops as well
as via door-to-door representatives.
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 3. Staying keen on the Triple Bottom Line

While most of the companies solely focus on the profit part of the follow the Triple Bottom Line with
only a little focus on the other segments, HUL has a new approach where the brand decided aimed for the
other segments, thereby caring for people and the planet.

HUL largely focuses on the people, including its consumers and others. For instance, the company
changed the name of one of its popular products "Fair and Lovely" to "Glow and Lovely", following the
All-Black Lives Matter movement that raged globally. This instantly made HUL a favourite!

4. Significant Distribution Strategy

The distribution strategy that Hindustan Unilever follows is exemplary! It focuses on hyperlocal markets,
retail stores, wholesalers, hypermarkets convenience stores, ecommerce, and more. This hugely helps in
the promotion of the HUL products and moving them fast to the consumers!

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 5

MARKETING MIX OF HUL

The 4Ps of marketing is a model for enhancing the components of your "marketing mix" – the way in
which you take a new product or service to market. It helps you to define your marketing options in terms
of price, product, promotion, and place so that your offering meets a specific customer need or demand

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 5.1

Products in the Marketing mix of Hindustan Unilever (HUL)

The company is the leader in consumer goods industry with many brands under its umbrella. Its brand
and product portfolio consists of-

1. Food Brands

• Magnum (ice cream)

• Modern bread
• Kwality Walls (frozen dessert)
• Knorr soups
• Lipton tea
• Kissan jams, sauce, juices etc.
• Brooke Bond tea
• Bru coffee
• Annapurna atta and salt

2.Homecare Brands

• Magic – (water saver)

• Vim dishwash
• Surf Excel washing powder
• Sunlight washing powder
• Rin detergent
• Domestos disinfectant
• Comfort softners for fabrics
• Cif
• Wheel detergent

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 3. Brands related to Personal Care

• TIGI
• Tresemme for hair care
• Vaseline lotions, jelly for skin care
• Sure anti-perspirant
• Sunsilk shampoo
• Rexona soap
• Pond’s cream and talc
• Pepsodent toothpaste
• Pear’s soap
• Lux body wash, soap and deodorant
• Liril soap
• Lifebuoy handwash and soap
• Lakme beauty merchandises
• Hamam soap
• Fair& Lovely products for skin lightening
• Denim products for shaving
• Dove hair-care range and skin products
• Close-up toothpaste
• Clinic Plus oil and shampoo
• Clear hair products
• Breeze soap
• Lever personal care and health care products
• Axe soap, deodorant and after-shaving lotion
• Aviance

Recently, Hindustan Unilever has introduced some new products in the consumer market like Easy wash
from Surf Excel, Eyeconic range from Lakme, Anti-Germ bar from Vim and Hair fall rescue treatment
from Dove.

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 5.2

Place in the Marketing mix of Hindustan Unilever (HUL)

Hindustan Unilever deals in various brands and has many products under its belt. To handle all these
products and brands successfully it has a vast distribution network that includes at least two million
outlets directly and 7.7 million retail shops in every part of the country. The company also has a direct
selling network called Hindustan Unilever network (HUNL) and under this network, Ayush Therapy
markets health products, Aviance markets beauty products, Lever Home markets home products, D.I.Y.
markets male grooming products. In order to retain its market, hold the company has pursued an
innovative mechanism for distributing its products. In its zeal to reach the innumerable potential
consumers in urban regions and in rural areas, where there is little scope for reaching and establishing a
network, the company has simply gone forward with no-holds barred policy and set up various networks.

The company realizes that it has an advantage over its competitors and so has adopted various methods to
reach the customers through independent wholesale and retail outlets with a minimum of two thousand
and nine hundred stockists. Local warehouses are set up at convenient places from where the C & F
agents dispatch the items to the retailers on the stockist’s orders.

In order to reach the rural market, Hindustan Unilever has a four-tier system of distribution in place. The
company under the Direct Coverage Scheme has a common stockiest that provides for every outlet under
its zone. Under the Indirect Coverage Scheme, the company targets those retailers in villages that are
near urban markets. The stockiest is instructed so that reserves all the villages in its vicinity.

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 5.3

Price in the Marketing mix of Hindustan Unilever (HUL)

Hindustan Unilever believes in products that are consumer friendly as this generates huge amount of
sales. For this purpose, they have kept a simple pricing policy of low-cost products so that the products
could reach a wider market. They have not compromised with the quality of the product but have simply
cut down on costing because of its wide and far-reaching distribution policy. For some of its products
Hindustan Unilever has maintained a competitive pricing policy. As soon as its competitors increases or
decreases the prices of the products so does Hindustan Unilever.

It is to maintain the balance of the market in the name of various discounts or schemes like two hundred
gm. of a product free with one kg of that product. This automatically reduces the prices and as the
consumers are eager to buy at discounted rates, it does generate excess sales volume thus resulting in
extra revenues.

Hindustan Unilever tries to offer various brands with variety of products at numerous price ranges. This is
so because the consumer will buy any one of the products according to his/her financial capability. The
prices are placed so that they are generally reasonable and at competitive rates. For its premium quality of
products, it has kept a premium pricing policy as it caters to a different section of the society, who are
happy to buy branded and premium products.

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 5.4

Promotions in the Marketing mix of Hindustan Unilever (HUL)

Hindustan Unilever is a very large company with lots of brands and products so its promotional policies
are varied and extensive. It has taken the help of advertisements to create consciousness about its
products. Sharing product knowledge through the print media like periodicals and various newspapers is
also a good promotional strategy.

Sometimes coupons are attached with local newspapers to advertise and promote the products. Hindustan
Unilever has utilized the electronic media for its promotions as the ads are on television at regular
intervals. It has also posted detailed information about its products along with advertisements on the
websites to maintain consumer awareness. Hindustan Unilever has maintained attractive product
appearances with detailed and complete information about the product on its packaging in at least three
languages.

Discounts are provided along with various schemes to attract the customers during off seasons and during
special occasions. Sales push is also possible through various contests, free samples, and lowered prices
of introductory products and endorsement of products by celebrities. Sakshi Talwar is associated with
Vim, Yami Gautam in Kwality Walls, Actor Kareena Kapoor is associated with Lakme, Actor Kajol is
associated with Knorr soups, and Varun Dhawan in Ponds men’s range and Anoushka Sharma is
associated with Bru. In order to arouse the interest of the consumers various staffs are hired who provide
a live product demonstration through the stalls at particular public places.

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 6

FINANCE STRUCTURE

HUL BALANCE SHEET

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 7

AWARDS & FELICITATIONS

• Best Governed Company Award by the Asian Centre for Corporate Governance & Sustainability
at the 7th Asia Business Responsibility eSummit & Awards Ceremony.
• Grant Thorton SABERA* 2020 ‘Responsible Business of the Year’ Award.
*Social and Business Enterprise Responsible Awards.
• ‘The Shower' a film by HUL on water conservation won the 67th National Film Awards in the
'Non-Feature Films' category.
• ‘Waste No More Digital Curriculum’ partnering Xynteo won the FICCI Smart Urban Innovation
Award in the Smart Education category.
• Wockhardt Foundation’s CSR Shining Star Award for work on COVID-19.
• Bronze award at IPRCCA 2020 for Best Public Awareness Campaign During a Pandemic.
• Sanjiv Mehta, Chairman & Managing Director, received the prestigious Pralhad P Chhabria
Memorial Global Award for his Outstanding Contribution to the FMCG Industry.
• Sanjiv Mehta, Chairman & Managing Director, awarded the prestigious AIMA – JRD Tata
Corporate Leadership Award 2020.
• Our Chairman & Managing Director, Sanjiv Mehta conferred with the esteemed Sir Jehangir
Ghandy Medal for Industrial and Social Peace by XLRI.
• Our Executive Director, Beauty and Personal Care, Priya Nair, featured on IMPACT’s 50 Most
Influential Women list, 2020, at number 6.
• Our Executive Director, Home Care, Prabha Narasimhan, featured on IMPACT’s 50 Most
Influential Women list, 2020, at number 16.
• Our Executive Director, Human Resources, Anuradha Razdan acknowledged as one of India's
Most Powerful Women by Business Today for successfully driving the diversity agenda.
• Our Executive Director, Beauty and Personal Care, Priya Nair, recognized as one of India's Most
Powerful Women by Business Today for leading HUL’s fight against COVID-19.
• Silver award at IPRCCA 2020 for the Best Use of PR for #HULStandsWithTheNation COVID
campaign.

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 8

CONCLUSION
Hindustan Unilever ltd. Is leading FMCG company in India and from last three consecutive years has
shown accelerated growth in FMCG portfolio. Customers in India are also spending more in FMCG as
their standard of living in growing. HUL has placed itself successfully in the position of market leader in
FMCG products. Though there was some downfall in sales and profit of the company in beginning of this
decade but after that HUL has shown considerable rise in both sales and profit. The future of the company
is also looking bright as FMCG market in India is still expanding and so we can safely conclude that
HUL will be able to secure its number one position in FMCG products.

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 9

SUGGESTIONS
HUL needs to foresee the market in a more efficient way that it is following till yet. Since the market
situations has changed, the company (HUL)which was once the market leader and had aggressive market
policies is now defending itself among the competitors like ITC, Dabur, Marico, Cadbury etc. The
competitors cover all the product line of HUL, so the market strategy has to be efficient to regain the
market strength. Plus, point with HUL here is, it has long faith of consumers in India since it is the oldest
among the contenders. In case of risk-taking ability, HUL has been a risk averter. Been such a big
organization, with such good experts in its management, it can formulate new policies and start facing
risks rather than averting it. Yes, the competition is furious but risk aversion is not the way which will
lead to be the market leader. Pricing policy can be done accordingly to ensure profit margin. At HUL, the
investment in advertisements have increased which is said to be showing positive changes in the turnover
of the company.

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 10

BIBLIOGRAPHY

https://startuptalky.com/success-story-hindustan-unilever-limited/

https://www.marketing91.com/marketing-mix-hindustan-unilever/

https://businessmavericks.org/swot-analysis-of-hul/

https://www.hul.co.in/

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