MARKETING

MANAGEMENT

PRODUCT MIX
Hindustan Unilever Limited (HUL)

Name 1 Roll No 1
Name 2 - Roll No 2

Introduction
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer
Goods Company with a heritage of over 75 years in India. With over 35
brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods,
ice cream, and water purifiers, the Company is a part of the everyday life of
millions of consumers across India. Its portfolio includes leading household
brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Ponds,
Vaseline, Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke
Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit.
Today, HUL is one of Indias largest exporters of branded Fast Moving
Consumer Goods. It has been recognized by the Government of India as a
Golden Super Star Trading House.
Over time HUL has developed into a viable & competitive sourcing base for
Unilever worldwide in Home and Personal Care & Foods & Beverages
category of products. HUL Exports offers high level of service with flexibility
and responsiveness thorough out the supply chain. It has a dedicated
organization structure to support this endeavor and this has helped in growth
of these businesses in particular. Intrinsic cost competitiveness in the end to
end Supply chain with appropriate technology and competitive capital
investment operations while delivering best in class quality enables HUL to
position itself as a key sourcing hub for Unilever and also become a preferred
partner for Global customers in categories we operate.
HULs key focus in the exports business is on two broad categories. It is a
sourcing base for Unilever brands in Home & Personal Care (HPC) and Food
and Beverages (F&B) for supplies to other Unilever companies. It also
focuses on becoming a preferred supplier to both non-Unilever and Unilever
clients in three categories in which India, as a country, has competitive
advantage Branded Rice, Marine Products and Castor and its Derivatives.
HUL enjoys international recognition within Unilever and outside for its
quality, reliability and speed of customer service.

The above statistics are taken from official website of HUL.

Product Mix of HUL

The product mix is taken from the website of the company. The total product
mix is shown in the following figures.

Hindustan
Unilever
Ltd.
Home &
Personal
Care
Brands

Food
Brands

Water
Purifier

Home and
Personal
Care
Laundry &
Cleaning

Personal
Care

Skin Care

Hair Care

Oral Care

Active
Wheel

Breeze

Fair &
Lovely

Clear

Close up

Cif

Dove

Pond's

Clinic Plus

Pepsodent

Comfort

Hamam

Vaseline

Sunsilk

Domex

Lifebuoy

Rin

Liril

Sunlight

Lux

Surf Excel

Pears

Vim

Rexona

Dove

Deodorant
s
Axe

Ayurvedic
Personal
care

Ayush

Food
Brands
Tea

Coffee

Brooke
Bond

Ice
creams

Bru

Kwality
Wall's

Lipton

Foods
Annapur
na
Kissan
Knor

Water
Purifier

Modern

Pureit
The above information has been taken from the official website of
HUL and modified for the assignment purpose.

Product Mix of HUL can be explained with the help of the above information.
Width: The width of the product mix refers to how many different product
lines the company carries. The product lines are broadly classified into three
main categories. They are
1. Home and Personal Care
2. Food
3. Water
But all together there thirteen (13) product lines for HUL (HUL has other
businesses as well).
Length: The length of a product mix refers to the total number of items in
the mix. From the above figures, the length of the HUL product mix is 38. We
can also talk about average length of a line. This is obtained by dividing the
length (38) by the number of line (here 13) which is less than 3 in this case.
Depth: The depth of a product mix refers to how many variants are offered
of each product in the line. For example, if Brooke bond in the tea line of food
brand has 4 variants Brooke Bond 3 Roses, Brooke Bond Red Label, Brooke
Bond Taaza and Brooke Bond Taj Mahal. And if each comes in 3 sizes 100gm, 200gm, & 500gm packets then the depth will be 12 (4 variants X 3
sizes).
Consistency: The consistency of the product mix refers to how closely the
various product lines are related in end use, production requirements,
distribution channels, or some other ways. HULs product lines are consistent
as they are all consumer goods that go through the same distribution
channels. The lines are inconsistent when the end function of each items are
taken into consideration (some are hair care products skin products, food
products, laundry products etc).