Assignment

[Marketing in a Digital World]

Submitted by
SHIVAM SINGH-2
Batch 2019-21

Submitted to
Prof. Fawad Khan

IILM Academy of Higher Learning,

Lucknow
INTRODUCTION

Hindustan Unilever Limited (HUL) is an Indian consumer goods company headquartered

in Mumbai, India.[3] It is a subsidiary of Unilever, a British-Dutch company. Its products
include foods, beverages, cleaning agents, personal care products, water purifiers and
other fast-moving consumer goods
HUL was established in 1931 as Hindustan Vanaspati Manufacturing Co. and following a
merger of constituent groups in 1956, it was renamed Hindustan Lever Limited. The
company was renamed in June 2007 as Hindustan Unilever Limited.
As of 2019 Hindustan Unilever's portfolio had 35 product brands in 20 categories. The
company has 18,000 employees and clocked sales of ₹34,619
PRODUCT MIX OF HUL (HINDUSTAN UNILEVER)

PRODUCT LIFE CYCLE OF HUL (HINDUSTAN

UNILEVER)

PERSONAL WASH – LUX

LAUNDRY- SURF EXCEL

SKIN CARE- PONDS

HAIR CARE- SUNSLIK

ORAL CARE- CLOSE UP

DEODRANTS- AXE
TEA- LIPTON
COFFEE- BRU

STP ANALYSIS OF DOVE SOAP

Segmentation- Dove segment the market on the basic of:-
Demographic segmentation-

 Under this segmentation dove focuses on women of all age group above 18
 Women who use beauty products
 Women who have high purchasing power and belong to upper middle class
Psychographic segmentation-

 Dove aims to create a psychology in women where beauty incorporate all ages, body
shape, and sizes.
 “You are beautiful the way you are” is the message dove promotes and wants ever
women to believe

Targeting-

 Target women of all ages , shapes and sizes.

 Highly focus on working women as they don’t have much time to take care of
themselves,so it uses its USP of double benefits (soap & moisturizer) to attract
target.
 Also target high income group and upper middle class as they would be willing to pay
a price of 28 INR for soap.
POSITIONING-

 Dove soap is position as a personal care beauty product.

 Dove doesn’t call itself a soap but a mild moisturizer bar. It is also called beauty bar.
 Dove has position in a way that encourages women all around the world to feel good
about themselves.
  Dove doesn’t position itself to help you become beautiful, dove position itself to help
you be beautiful as you have always been.
 To promote this message dove has launched several campaign such as dove
campaign for real beauty & Dove real role model

MARKET STRATEGY USED BY DOVE

The marketing strategy of Dove is very different than its competitors. Unilever selected to
take a different route than its competitors in terms of marketing its Dove products and
brand. Instead of taking the regular and easier route for churning demand by advertising
Dove as the favorite of beautiful actresses and models, it decided to connect it with real
people. While this has helped it connect the brand with real customers, it has also helped
Dove acquire a distinct and unique image. Over time while people’s consumption patterns
have changed a lot so have their attitudes towards brands and their marketing. The
common advertising strategies do not work any  more and neither do the traditional
advertising techniques. To achieve a leadership status in the market, brands have to do
something unique and create a distinct brand image that sets them apart from the
competitors. Brand image and brand equity have become important to retail sales and
market share in a hyper competitive market environment. How, a brand markets its
products affects its brand image as well as sales of products. In case of Dove, Unilever
decided to take a modern but responsible approach.

This strategy has not remained confined to just advertising. Instead Dove started several
real projects that would focus on real beauties and work to increase the representation of
real women in media and other marketing channels. ‘#Show Us’ is one of the several
projects started by Dove in this regard. 70% of women still don’t feel represented in media
& advertising. That’s why Dove partnered with Girlgaze, Getty Images, and women
everywhere to create Project #ShowUs. It is the world’s largest photo library created by
women and non-binary individuals to shatter beauty stereotypes. With more than 5000
images, Dove will create a more inclusive vision of beauty to all media & advertisers.
However, Dove’s commitment to break the beauty stereotype is deep and to prove this as a
part of its 60th anniversary celebration, Dove launched the Dove Real Beauty Pledge,
consisting of 3 vows:

Dove’s marketing strategy has been successful at addressing several things. It has been able
to develop a strong connection with its target audience. It has strengthened and bolstered
Dove’s image and has helped it create strong brand recognition. The most important thing is
that the marketing strategy of Dove is not limited to seasonal campaigns which are targeted
at driving demand. It is a long term strategy where the focus is on continuously growing the
connection between the brand and the customer stronger. Rather than being limited to the
promotion of the core product, the strategy of Dove is to address larger issues through its
marketing campaign which have bothered real women for generations.

FACEBOOK MARKETING PLAN FOR DOVE

As part of its ‘Dove Ad Makeover’ Facebook app, Dove will outbid other advertisers
for ad space, which it will then populate with one of eight positive beauty messages
selected by users. Dove says the initiative will “pump positivity into the social
sphere’.

It also hopes to create a ‘Real Beauty Ripple Effect’. The app will count how many
Facebook users have been reached with the positive messages so that people can see
the effect they have had.

“We are giving women a new way to be heard through this first-of-its-kind Facebook
app. We chose to launch the campaign on Facebook because of its power and reach in
social media, which we believe will enable these positive beauty messages to be seen
by as many women as possible. This first-of-its-kind app gives women the unique
chance to impact advertising across the country.”

INSTAGRAM MARKETING PLAN FOR DOVE

Dove not only this use platform for promoting their products but also keep posting tips and
tricks to keep healthy and glowing skin. Dove also keeps eye on their Instagram views and
comments to know their product performance. brand’s slogan is “You are more beautiful
than you think” and Dove can make you look even prettier by providing you healthy, long,
silky and shiny hairs along with soft and smooth glowing skin. The same can be seen on their
social media posts. They are making use of their social profiles in an effective manner. More
and more women are joining their page, as a result Dove’s reach is increasing among people
continuously
PORTER’S FIVE FORCES OF HUL(HINDUSTAN
UNILEVER)
As a matter of fact, Hindustan Unilever Limited doesn’t need much introduction. In the
global market of customer’s good, HUL is competing effectively. Being one of the widest and
successful companies in the global consumer goods market, HUL deals with a wide array of
external forces, which can be seen in the figure above.
A quick overview of porter’s five forces analysis on HUL
Competitive Rivalry
No matter what the industry is, the competition has always been the major thing to
consider. When we talk about HUL, competition becomes one of the most important
external factors to consider. The HUL face a strong level of competition from its competitors
in the industry. What are a few factors that serve as a basis for strong competition against
HUL? These factors are a large number of firms and high aggressiveness, and the low
switching costs.
HUL isn’t the only firm but there are a number of firms available that are operating in this
industry of customer goods. As a matter of fact, there are many which are giving the tough
competition to HUL as the switching cost for the customers is really low, for instance, the
customers are always provided the several options to buy the goods from, in this high level
of competition in this industry. 

Bargaining Power of Buyers

The business of HUL entirely depends on the customer’s response to the products. So, in
this scenario, the customers, as well as their response, is really very important for the
company. So, when we talk about the bargaining power of customers for HUL, it’s really
high.
The reason is that the cost of switching for the customers is really low so they can easily
transfer or switch from the HUL products to the others companies. Also, the customers have
all the information regarding product quality as well as its prices. So, this also makes it really
very easy for the customers to judge well and switch to the option which is beneficial for
them. For instance, the customers can compare the quality of products as well as their
prices and decide on the better option for them, from all available options. So, keeping all
these things in mind, we get to know that the bargaining power of the customers for HUL is
really strong and HUL needs to satisfy them in accordance with the quality and prices.

Bargaining Power of Suppliers

When we talk about the bargaining power of suppliers for HUL, it is considered moderate. 
As a matter of fact, the HUL has a wide array of options; when we talk about the suppliers so
the size of average suppliers remains moderate in size. What are the external factors which
contribute in this scenario? The external factors are moderate overall supply, the moderate
population of suppliers as well as the moderate size of individual suppliers.
The last but not the least thing to consider in this regard is that HUL has a very good
relationship with its suppliers, same as it has with the customers. So, the suppliers don’t
switch or higher their cost merely for sake of a good relation with the company. So, the
bargaining power of suppliers is significant consideration but at the same time, it’s
moderate for HUL.

Threat of Substitutes
The presence of the substitute products can definitely lessen the revenues of the HUL. The
threat of substitute products for HUL is high but it’s low. What are the potential reasons
behind? The first and foremost thing to consider in this regard is the switching cost for the
customers, and definitely, it’s low, as mentioned above. But as a matter of fact, the less
availability of the substitutes makes the position of HUL strong. HUL being reliable and well-
reputed company has the loyal customers. The reason is that HUL has won the trust of its
customers by proffering the high-quality products at fair prices. All these things combine to
make HUL the best choice for all the customers.

Threat of New Entrants

The threat of new entrants for HUL is low. What are the potential reasons behind? The first
and foremost thing to consider in this regard is the high cost of brand development and the
second thing is high economies of scale. As a matter of fact, it is not difficult for the
customers to switch to the new entrants if they proffer them the high-quality products at
low prices as compared to HUL. But there are several things that serve as a barrier, for
instance, brand development for the new entrants isn’t so easy. HUL enjoys a good repute
and customers rely on it. All these things make it difficult for the new entrants to enter into
this market and win the customer’s trust. Consequently, the HUL remains in really strong
position and the threat of new entrants is really low.
BUSINESS MODEL CANVAS OF HUL (HINDUSTAN
UNILEVER)