Sales and Marketing at Hindustan Unilever

Abstract

The biggest FMCG company in India, HUL, strives to build a brighter future with its top-notch products and services. Thus, an effort has been made to learn about the numerous steps taken by HUL to appeal to the rural market. With revenues of 163 billion rupees and a net profit of 21 billion rupees in 2008, Hindustan Unilever Limited (HUL), a Unilever subsidiary, was India's largest Fast Moving Consumer Goods firm. Despite having a CAGR of 22% for sales and 32% for profits in the 1990s, HUL only saw a CAGR of 4.96% for sales and 7% for net profits from 1999 to 2008. In order to achieve its organisational growth and profitability goals, HUL had to make adjustments to its people management strategy and practises as a result of stagnant sales between 2001 and 2004 and the more volatile environment in the expanding Indian consumer market. The case discusses HUL's marketing and human resources strategies from 1999 to 2008. The fast-moving consumer products business is experiencing an unprecedented amount of uncertainty as customer tastes and preferences change at an exponential rate. This essay investigates how emerging organic and natural product firms, like Patanjali, are vying for market share against well-established behemoths like Hindustan Unilever. Consumer perceptions are sampled through a survey in this study, and the findings are then analysed to see how customer demographics connect to brand perception and, in turn, purchasing behaviour. Rural marketplaces have become more important recently since rural populations' purchasing power has significantly increased as a result of the general expansion of the economy. Due to the green revolution, the rural regions are consuming a lot of produced goods from the industrial and urban sectors. In this situation, a unique marketing tactic known as rural marketing has arisen. This article makes an effort to learn about the many steps HUL has done to engage rural consumers. The market leader and biggest company in the FMCG sector in India is Hindustan Unilever. HUL was the first business to enter the rural Indian marketing sector.