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Unilever Market Mix

In: Business and Management

Submitted By nsais1
Words 653
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Unilever is an Anglo-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products.

Unilever is a dual-listed company consisting of Unilever N.V. in Rotterdam, The Netherlands and Unilever PLC in London, United Kingdom. This arrangement is similar to those of Reed Elsevier and Royal Dutch Shell prior to their unified structures. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Paul Polman is Group Chief Executive.

Unilever's main competitors include ConAgra, Danone, General Mills, Henkel, Kraft Foods, Mars, Inc., Nestlé, Pepsico, Procter & Gamble, Reckitt Benckiser, Sara Lee and S. C. Johnson & Son.

Unilever was created in 1930 by the amalgamation of the operations of British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie, a merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities.

In the 1930s the Unilever business grew and new ventures were launched in Latin America. In 1972 Unilever purchased A&W Restaurants' Canadian division but sold its shares through a management buyout to former A&W Food Services of Canada CEO Jefferson J. Mooney in July 1996.[3] By 1980 soap and edible fats contributed just 40% of profits, compared with an original 90%. In 1984 the company bought the brand Brooke Bond (maker of PG Tips tea).

In 1987 Unilever strengthened its position in the world skin care market by acquiring Chesebrough-Ponds, the maker of Ragú, Pond's, Aqua-Net, Cutex Nail Polish, and Vaseline. In 1989 Unilever bought Calvin Klein Cosmetics, Fabergé, and Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances.[4]

Product Mix- HUL
The width of the HUL Product mix:
The width of the product mix refers to the number of different product line the company carries
E.g:
Personal wash
Laundry
Skin care
Oral care
Deodorants
Colour cosmetics
Ayurvedic personal and health care

Shampoo
Tea
Coffee
Foods
Ice cream

Width = 12

The lenght of the HUL Product mix:
The Lenght of the product mix refers to the total number of items in the product mix.
E.g:
Personal wash: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona
Laundry: Surf excel, Rin, Wheel
Skin care: Fair & Lovely, Ponds, Vaseline, Aviance
Oral care: Pepsodent, Close up
Deodorants: Axe, Rexona
Colour cosmetics: Lakme
Ayurvedic personal and health care: Ayush

Shampoo: Sunsilk, Clinic
Tea: Broke bond, Lipton.
Coffee: Bru
Foods: Kissan, Annapurna, Knorr
Ice cream: Kwality walls

Width = 30

The Depth of the HUL Product mix:
The depth of the product mix refers to the number of variants of each product offered in the line
E.g: If close up toothpaste comes in three formulation and in three sizes, close up has a depth of 9 (3*3)

Overview : Lux Soap
1916 – Laundry soap

1925 – Bathroom soap

India – 1929

First brand ambassador: Leela Chitnis (1929)

Market share is almost equal to Lifebuoy

Marketing Mix:
Product:
Product Classification:

Tangible
Non durable good

Lux and other soaps fall into the category of convenience good.
Product Life Cycle:
Prominent Variants:
Lux almond
Lux orchid
Lux fruit
Lux saffron
Lux sandalwood
Lux rose
Lux international
Lux chocolate
Lux aromatic extracts
Lux oil and honey glow etc.

Logo:

Network:
Factory – Company warehouses – Distributor – Market

Factory – Wholesaler & Big retailers (Bulk orders) – 30% Sales
Promotion:
Active since 1929

Featured all top actress of their times.

Idea: if it is good enough for a film star, it is good for me.

First Male Brand Ambassador:
South India:
Sales Promotion:
Lux gold star offer: 22 Carat Gold coin in the Soap – First 10 caller (Extra 30 gm gold)

Lux star bano, Aish karo contest: A special promotional pack of lux soap – Scratch card -50 lucky winner got the chance to meet Aishwarya rai.

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