Pankaj, Pratigya, Rajeev and Raj

Hindustan Unilever Soaps and Detergents

Segmenting, Targeting and PositioningPankaj Sultane

Segmenting, Targeting and Positioning

We aspire to help people feel good look good and get more out of lifewith brands and services that are good for them and good for others

About HUL

> 16,000 employees and ~1,500 Managers

> 2,000 distributors

> 2,000 suppliers and associates

> 2,500 Stockists

> 6.4 Mn Outlets

DirectCoverage: > 2 Mn outlets

49%

29%

12%

6% 4%

Revenue Share of HUL

Soaps & Detergents

Personal Products

Beverages

Packaged Foods

Others

Segmenting, Targeting and Positioning

Segmentation of Soaps by HUL

Hygiene Beauty Fragrance AyurvedicKeep germs away Glamour quotient Keep body odor away Health conscious

Avoid skin diseases and infections

Seek fairness Feel good with good smell

Chemical free

E.g. Lifebuoy Lux/Dove/Pears Lux/Rexona/Liril Hamam

Segmenting, Targeting and Positioning

Segmentation of Detergents by HUL

Value Seekers Social Image Emotionalconnect

AdvancedUsers

Washing as a house-hold chore

White clothing as symbol of esteem

Don’t worry about stains

Buyers with washing machines

Powerful detergent with some fragrance

Urge to stand out from the crowd

Washing is not a big deal

Washing as a special task

E.g. Wheel Rin/Rin Advanced Surf Excel Surf Excel Matic

Segmenting, Targeting and Positioning

Soaps Segments targeted by HULH

ygie

ne

Beauty/Complexion

High

Low

Low High

Segmenting, Targeting and Positioning

Detergents Segments targeted by HULP

rice

Perception

High

Low

Low High

Segmenting, Targeting and Positioning

Product Concept, Branding and Packaging

Germ protection soap – journey from bar to brand extension into hand-wash,sanitizer and premium category – brand extension or line extension?

Encourages women to express their beauty by giving them a million dollar feelingevery time they use one of Lux’s exquisite products

Pears is the gentle way to keep your skin looking innocent and beautiful

Dove got women to experience the ‘real’ Dove difference, with the Face Testcampaign

Hamam made of natural ingredients like Tulsi, Aloe-Vera and neem

Segmenting, Targeting and Positioning

Product Concept, Branding and Packaging

Wheel – Gratifying experience for the homemakers with the strength of lemon andsweet fragrance

Sunlight keeps colors looking as beautiful as you

Clean white clothes play a critical role in our lives by creating a good impression andbeing recognized by society

This helps children to get stronger and get ready for the world outside. Givesconfidence to play outside

Segmenting, Targeting and Positioning