HOLISTIC MARKETING

Definition: - The holistic marketing concept is based on the development, design, and implementation of marketing programs, process, and activities that recognize their breadth and interdependencies. Holistic marketing recognizes that everything

THE HOLISTIC MARKETING MATRIX

PRESENTATION ON HOLISTIC MARKETING OF

COMPANIES PROFILE Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. With 35 Power Brands, HUL meets everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. HUL is also one of the country's largest exporters; it has been recognised as a Golden Super Star Trading House by the Government of India.

Board of directors of HUL Harish Manwani :Non Executive Chairman, and President of
Asia & Africa Operations at Unilever

Nitin paranjpe: CEO,MD,ED, and Member of Shareholder &

Investor Grievances Committee . Sridhar Ramamurthy: CFO, Executive Director. Dhaval Buch: Executive Director of Supply Chain and Additional Director Gopal vittal: Executive Director of Home & Personal Care and Director

RELATIONSHIP MARKETING
CUSTOMERS Product availability Brand communication And higher levels of brand experience Feedback CHANNELS
SUPPLIERS
VENDOR/LENDERS LOGISTICS MANUFACTURER

TQM

HUL INTEGRATED MARKETING

PRODUCT AND SERVICES

CONTINUED.

CHANNELS
MANUFACTURER

ZONAL LOGISTICS

DISTRIBUTOR
DEALER WHOLESALER consumer RETAILER

INTERNAL MARKETING

SOCIAL RESPONSIBILITY MARKRTING

HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, like the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India.

CONTINUED..
HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure

CONTINUED..

MARKETING STRATEGIES 1. BRANDS OF HUL :

HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel,Pepsodent, Close-up. Fair & Lovely, Pond's, Sunsilk, Lakme, Clinic Plus, Brooke Bond, Kissan, Knorr-Annapurna, Kwality Wall's .

are household names across the country and span many categories Like soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary

2 . DISTRIBUTION NETWORK The operations involve over 2,000 suppliers and associates. HUL's distribution network, comprising about 7,000 redistribution stockiest. 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers. The products of HUL are manufactured in 40 factories across India.

HUL aim is not only to enable easy access to their brands,but also to touch consumers with a 3 way convergence of:

Product availability Brand communication And higher levels of brand experience MODERN TABLE: The innovative marketing initiatives are taken to provide consumers with experience of our brands at the store itself, through product tests and in store sampling.

Hierarchical network for distribution of product factory Just in time depot Customer service provider Big box retailer consumer

HUL following the concept of holistic marketing:

HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIVpositive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, like the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India.

 HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure.

Product profile:
1.Home and Personal Care: under this it is further
divided into two parts: (a) Dets: all the detergents and dishwashers are covered in
this. For example, Vim, Rin, Surf Excel.

(b) Personal Products: this comprises of all the products

related to personal care. these are as follows: Oral: toothpaste and toothbrush ( Pepsodent, Close Up) Skin: soaps, talcum powder, fairness cream, body lotion, winter cream ( Pears, Vaseline, Fair & Lovely, Ponds) Hair: Shampoos ( Sunsilk, Clinic All Clear)

Skin category :
Pears: introduced in India in 1902,contains glycerine which is the cause of its transparency.

Fair & lovely:

Introduced in 1978,was a breakthrough in skin lightening technology ,formulated with optimum level of UV sunscreen and niacinamide which melanin in the skin.

control dispersion of
80,50,25,9 gm 50,25,9 gm 50,25 gm 50, 25 gm 50,25 9 gm

Fair & lovely multivitamin Fair & lovely ayurvedic Fair & lovely menz active Fair & lovely sun block Fair & lovely skin clearity

Ponds :

Introduced in 1947, approx 58 R&D laboratory to deliver the products that make a real difference to womens skin and the way they lives in their life.
Ponds DFT Ponds MAGIC Ponds SANDAL TALC Ponds OIL CONTROL 400,200,100,20 gm 400,100,50,20 gm 300,100,50,20 gm 400,100 gm

Vaseline: it is taking care of skin since 1870

Vaseline body lotion Vaseline aloe fresh Vaseline petroleum jelly 300,100,25 300,100 100, 50 , 25 , 8 gm gm gm

Vaseline lip care Vaseline cold cream

Vaseline body lotion

10 100,55,30 8
300, 100

gm gm
gm

It helps to protect us, heal itself, connect us to the world transmit emotion. Contains a mixture of mineral oils, paraffin, microcrystalline waxes. It literally melts into the body protecting the skin from within.

Lakme :

India's first beauty brand was born when the beauty industry in India was at a nascent stage, and grew up as a market leader in the cosmetic industry.
LAKME SUMMER EXPERT ULTRA MATTE LAKME SUN EXPERT
LAKME SUN EXPERT SUNSCREEN LOTION
LAKME SUN EXPERT SUN BLOCK Lakme Sun Expert Sunscreen Souffl

SPF 20(MED.PROTECTION) SPF 30(HIGH PROTECTION) SPF 30(HIGH PROTECTION)

SPF 15 (FOR ALL TYPES OF SKIN)
FOR SENSITIVE SKIN

For Oily Skin

Lakme Skin Brightening Gel For After Sun Use

SPF= SUN PROTECTION FACTOR

PONDS WHITE BEAUTY:

Part of the Unilever portfolio since 1986, Pond's recently announced the launch of 'Pond's White Beauty Detox' range that gives a visibly illuminated and nourished pink glow. Pond's White Beauty has detoxifying vitamins B3, B6, E, and C. It neutralizes the effect of darkness-causing impurities found in the environment and reduces accumulated melanin, thus giving a smooth, pure and bright skin.

Variety of Ponds :
White Beauty Detox Cleanser

cleans thoroughly
smoothens out the appearance of the skin rough

White Beauty Detox Toner tightens the open pores and

White Beauty Skin Lightening Cream with Detox vitamins nourish skin from within
skin's natural moisture level and gives visibly glowing and smooth pinkish skin.

White Beauty Detox Lotion replenishes

Ponds age miracle:

Candlelight dinners, long drives and the sound of saxophones will be part of your lives, once again. The smell of love in the air, the feeling of your heart skipping a beat, once again. The FMCG major promised to bring romance back into the 35-plus woman's life with a new look courtesy Pond's Age Miracle.

Competitive brands
PRODUCT PROFILE FIAMA DI WILLS (ITC) Vivel Di Wills Sheer Radiance enriched with Olive Oil, to provide skin lustre to make it radiant.
Vivel Di Wills Sheer Crme enriched with Shea Butter, to moisturize

skin to make it soft and supple.

Vivel Young Glow Vivel Satin Soft

Vivel Sandal Sparkle
Vivel Ayurvedic Essence

enriched with Vitamin E and Fruit Infusions which help in providing youthful glow to the skin. enriched with Vitamin E and Aloe Vera which help the skin feel beautifully soft.
Vivel Sandal Sparkle is enriched with Sandalwood Oil and Active Clay which helps in providing clear skin.

enriched with multiple Ayurvedic Ingredients which help protect skin from germs and harsh environment

Fairness cream 'Fair one Fairness Cream' was launched jointly by Elder Pharmaceuticals and Shahnaz Husain.

GARNIER Garnier is a division of L'Oreal that produces hair care products, including the Fructis line. most recently, skin care products under the name, Nutritioniste, that are sold around the world. One of their key ingredients is a fruit concentrate used in all their products. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.

Garnier

Fairever
Natural Fairever was initially launched in A.P. in 1998, National launch was made in 1999. Fairever is the brand of CavinKare Pvt Ltd(CKPL). This cream has a blend of saffron and milk. It claims to work from within to provide a distinctly fairer, glowing complexion much like that of Kashmiri beauties in just 4 weeks . Triple sunscreens also retain your fairness and reduce the harmful effects of UV rays. It comes in a pack of 50g and 100g. The 50g pack costs Rs.55.

Talcum powder Cinthol

product of GODREJ Consumer Products Ltd (GCPL). GCPL has launched new Cinthol range of soap, talc and deodorant . Hrithik Roshan as its new brand ambassador. Cinthol offers a range of soaps, talc and deo sprays in three exciting fragrance - Classic, Cologne and Sport - in a new packaging. A step towards promotional strategies by using the macho celebrity.

SPINZ: Spinz talc is Cavin Kare Pvt .Ltd(CKPL) brand. Spinz Talc is packed in sizes of 20 g, 50 g, 100 g and 400 g and comes in three fragrances:

Exotic , Exchante , Sandal The Spinz talcs target are girls of around 18 to 26 years old from SEC A and B. Easy-going and fun-loving, who loves to have a lot of friends with whom she spends time.

Sun care cream Lotus

Safe Sun - Daily Sun Block(SPF 40) (Suits all skin types) Block Cream (SPF30) (Suits all skin types)

This unique sun block cream has been specially made for Indian Summer. It provides complete protection against harmful UVA & UVB rays of sun, reducing chances of skin tanning and ageing.

MARKET SHARE CAPTURED BY F&L AND OTHER COMPETITIVE PRODUCTS:

COMPARISION PIE CHART

COMPETITORS

MARGINS

Fair One

20%

Fair & Handsome 20%

Garnier

15%

VASELINE
MARKET SHARE PIE CHART

COMPETITORS

MARGINS

Emami (boroplus lotion) 20%

Nivea Ayur Garnier

20% 18% 15%

TALCUM POWDER PONDS

MARKET SHARE
COMPETITORS

SHARES OF PONDS VARIETY IN THE MARKET MARGINS

Spinz Wipro (santoor & enchanteur) Nivea Cinthol

25% 20% 14%

PEARS AND LAKME MARKET SHARE

LAKME PEARS

PONDS WHITE BEAUTYAND PONDS AGE MIRACLE MARKET SHARE

PROFITS EARNED BY HUL 10 Oct 2008 ... skin care products, color cosmetics, deodorants and fragrance. ... As per results declared on 31 July 2008, HUL has a Market Cap of 522.2 Billion. ... in the economy . Total market size in excess of US$ 13.1 billion. ... get the average of the profits of the P&G earned during these years. ...

DATA COLLECTION GOOGLE.COM PROJECT REPORT FROM SCRIBD.COM

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