Introduction
Hindustan Unilever is an Indian company with operations across 190 countries. It is one of the largest companies in India and the world, operating in sectors such as food, beverages, personal care products, and home care.
Hindustan Unilever (HUL) is one of the leading FMCG companies in India. Its parent company is the globally known Unilever. The HUL product portfolio has been mostly into 4 categories that are food and drinks, home care, personal care and water purifiers.
HUL Product Mix
The product mix in HUL marketing strategy can be explained as follows:
The entire product range across categories in the HUL marketing mix is discussed as follows:
Food & Drinks
HUL has Kwality Wall’s, Cornetto and Magnum in the ice creams category. In the tea category HUL has Lipton and under the brand name Brooke Bond it has Taaza, 3 Roses, Red Label and Taj Mahal. In the coffee category Hindustan Unilever has the brand BRU. Under the brand name Annapurna it sells Salt and Atta. It also sells its instant food making products and spices under the brand Knorr with noodles, soup, snacking and spices. It also Kissan which is in the jam, squashes and ketchup segments.
Home Care
HUL have detergents under which we have the famous Surf Excel, Rin, Comfort, Wheel, and Sunlight.
Also they have Cif and Domex in the home cleaning segment and dishwashing segment we have Vim and Cif.
Homecare Brands
- Magic – (water saver)
- Vim dishwash
- Surf Excel washing powder
- Sunlight washing powder
- Rin detergent
- Wheel detergent
Personal Care
Hindustan Unilever have Clear, Tresemme, Clinic Plus and Sunsilk for specifically in the shampoo segment. But there are also Dove, Lux and Pears which provide various cosmetic product for homes. The Vaseline is in skin care category. The Lifebuoy is in the hand wash and toilet soap segment. HUL also has Axe which has various grooming products and Brylcreem styling products for men. The Fair & Lovely, Ponds, Lakme and Breeze are specific product targeted at the women for beauty and skin care. There are also products offered by HUL which are for professional beauty care such as TONI & GUY, Aviance and TIGI In the toothpaste segment we have Pepsodent and Close up.
Brands related to Personal Care
- TIGI
- Vaseline lotions for skincare
- Sunsilk shampoo
- Rexona soap
- Pond’s cream and talc
- Pepsodent toothpaste
- Pears 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
- Lever personal care and health care products
Water Purifier
Pureit is the sole brand which has products for water purification.
In 2020, HUL merged with GSK Consumer Healthcare, which further strengthened its position in the Indian market.
Conclusion
Hindustan Unilever has managed to create a unique brand identity for itself by focusing on consumer trends. With this, they have also managed to get their products into the homes of people who are not traditionally considered as their target market.
