Marketing Plan (emy).docx

MARKETING PLAN I.

Executive Summary This report examines Hindustan Unilever Limited with main focus on Detergent segmentwhich is a major revenue generating segment. HUL has been the market leader for manyyears in this segment. This report showcases macro and micro environment for HUL. Thereis a huge market for detergents in India. HUL with the brand name it has, should cash in onthe situation. A marketing plan has been developed keeping in mind current trends inconsumer buying patterns. The marketing plan has been drawn upon by considering thefeedback from consumers as well. The report consists of PESTL analysis, information onmarket segmentation, target market identification, competitor analysis, SWOT analysis, andcompetitive advantage and core competencies of HUL as a company. Marketing mixeffectiveness of detergent segment of HUL has been discussed to achieve overall marketingobjectivefor the sales of HUL detergents by targeting the right people and offering themwith the improved range of products. New ways of promotions have been suggested. The budget for the promotions has been arrived upon. Various channels have been chosen to promote the detergents. New product launch is been suggested keeping in mind thefeedback received from the respondents of the survey. The marketing plan is developed by accessing the primary and secondary data. The prime objective of this report is to precisely analyze the current trends in detergent marketin India and develop a strategy for HUL to regain their sales volume share. Somerecommendations have been made to improve the way the products have to be promoted;there should be a monthly review by the management of HUL to access the situation.

Table of Contents

II.

Situation Analysis

Market Summary Market Demographic

Age18-60GenderMale/FemaleIncomeLow income, Mid income,High incomeOccupationWhite collared, technical,Professional, Managers,Laborers, Homemakers,Retired, UnemployedEducationHigh school, Collegegraduate, GraduateSocial classUpper class, Middle class,Lower class, Poverty levelGenerationGeneration Y,X Baby boomers, Laggards Market Geographic RegionalNorth, South, East, WestPopulationUrban, Sub urban ,RuralRegionalNorth, South, East, WestPopulationUrban, Sub urban ,RuralRegionalNorth, South, East, WestPopulationUrban, Sub urban ,Rural Behavaior Factors Benefits soughtQuality, Value, Convenience,Product usageHeavy , Medium and Light, Non usersOccasions /SituationsDaily usePrice sensitivePrice sensitive, Valueconscious, Status conscious Market Needs

Market Trends

Market Growth

III.

Marketing Strategy

Mission Their corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, andthe environment on which we have an impact."

Vision

HUL’s vision is to continue to be an environmentally responsible organization makingcontinuous improvements in the management of the environmental impact of their Operations.HUL strives to “Add vitality to Life Marketing Objectives *Chart. (7marketing objective recommendation)*

Financial Objectives

Target Markets

Figure 3.1 Per Capita Consumption of Detergents (US $ )

Source:Euromonitor 2009Table 3.1 Segmentation of Detergent Powder MarketPremiumMid-PricedMass Market Surf Automatic-Front LoadSurf Excel BlueWheel Regular Surf Automatic- Top LoadSurf Excel Quick WashRin AdvanceAriel TideNirmaAmway HenkoGhari Source: Created by Sharath Shyamasunder (2010

Positioning

Marketing Mix Product: Current products offered by HUL (Detergent segment) are Surf Excel Automaticexclusively for washing machines, Surf Excel Blue, Rin Advance, and Wheel Regular. *table* premium mid price Products are designed keeping in mind the nature of water in India and the scarcityof it. New technology wherein less water is consumed while washing clothes makes HUL products fare better. Detergents have micro granules which can penetrate into the fabriceasily and remove the dirt and stains easily. They are available in small sachets also.Currently a lot of promotions are splashed in the media to educate the audience about the products. Place HUL products are made easily available through the efficient distribution system. Thedetergents are available in the Local grocery stores, Super markets and there is a door todoor sale. (Refer Appendix E) *time to shine pic* Pricing The following are the prices of few detergents in India *tsble*

Promotion *table* Marketing Research

IV.

Financials Break Even Analysis Sales Forecast Expense Forecast