Marketing mix of Pepsodent – The 4 P’s of Pepsodent

Pepsodent is an acknowledged brand name that manufactures toothpaste and tooth brush. In the year 1915, Chicago’s Pepsodent Company introduced this toothpaste in the American market. It is rated as one of the top leaders in the oral hygiene market. In India the company, “Unilever” owns the brand and launched it in the year 1993, to cater to the needs of the consumers. Under the personal care category, Pepsodent offers various solutions for oral care that are on the specific needs of the consumers.  Pepsodent faces stiff competition from companies like

Colgate
Oral B
Anchor
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Table of Contents

1 Products in the Marketing mix of Pepsodent
2 Place in the Marketing mix of Pepsodent
3 Price in the Marketing mix of Pepsodent
4 Promotions in the Marketing mix of Pepsodent

Products in the Marketing mix of Pepsodent

Pepsodent is an established brand that is endorsed by the global dental association. It guarantees customer satisfaction as it fights the germs in and around the teeth. The toothpaste is also an apt solution for sensitive teeth and the gums that are bleeding. Pepsodent is supposed to make our gums healthy, the teeth strong, provide protection against cavities and make the breath fresh. The toothpaste has a digestive agent called pepsin that helps in the breaking and digesting of food deposited on the teeth.

To tackle the problem of diverse toothpaste brands the company has kept all its products innovative and unique. The brand has taken steps so that the consumers can easily distinguish their products from those of their competitors. It has positioned its merchandise as a fighter of germs more focused on the process of fighting than on the result.

The pepsodent variants available in the market are as follows-

Pepsodent Whitening that fights the yellowness of teeth and makes them sparkling white.
Pepsodent Germicheck to fight the existing germs
Pepsodent 2 in 1that provides double care
Pepsodent Gum Care for healthy gums
Pepsodent Center Fresh to maintain fresh breath
Pepsodent Kids in three different variants called Barbie that is pink in color, Tom & Jerry that is orange in color and Superman that is blue in color.
Pepsodent Sensitive for tackling the sensitivity of the teeth
In order to meet the needs of oral hygiene the company has also decided to add toothbrushes to its product kitty.

Place in the Marketing mix of Pepsodent

In order to create a market for its products Pepsodent has decided to create and maintain a professional approach. The company has made its distribution channel very organized so that products can be easily available to the customers. The product is producedat the manufacturing plants of the company and from there they are dispatched to the wholesaler. The next step is to send the products to the retailers who in turn supply the items to the various showrooms and outlets.  The consumers can easily buy these products because of their easy accessibility in every nook and corner. As its distribution network is immense, the products are available in both rural market and semi urban market.

Pepsodent is committed to gain better understanding of the market and hence they are always in the lookout for improving any hiccups in the distribution channels. They have the backing of their parent company Unilever and hence it is possible to send the products easily in every part of the country. They have large warehouses for storing and safekeeping of their goods. Products from these warehouses are sent to the retail outlets as per demand. The items are available in nearly 80% of the retail outlets across India because of the timely delivery.

Price in the Marketing mix of Pepsodent

Pepsodent had earlier mainly targeted the urban households who do not hesitate to dole out the extra money for qualitative products. However, it has now penetrated the rural market with less costing packages that is easy to afford. The brand has adopted a method of psychological pricing policy in order to capture the oral care market.

In order to keep the stiff competition at bay they have decided to keep their pricing policy reasonable. They have a research team that collects data about the market demand and about the pricing strategies of their adversaries. This helps them to analyze and set up their own pricing strategies. They also have a competitive strategy where they determine their selling price after taking into consideration the various cost factors and the level of profit the company is determined to earn.

In Pepsodent’s case, the company has decided on selling more products in order to increase the volume of sales. Hence, the reasonable pricing will allow the buyers to buy the products easily. This will ultimately lead to larger revenues.

Promotions in the Marketing mix of Pepsodent

Pepsodent has taken the help of social and digital media to promote its advertising campaign at its maximum capacity. There promotional strategy has proved effective as the brand has gained the trust of the consumers and the people have started identifying Pepsodent with quality.

It is necessary to keep a competitive approach, as there are manytypes of toothpaste in the market who are ready to take advantage of any sloppiness. In order to maintain the freshness of the campaigns they have been continuously experimenting with their marketing strategies. The main target audience is the female who is the decision maker in an Indian household and the adult male who is the breadwinner.

In2002, the pepsodent packs included an indicator that could tell the consumer the level of efficiency of the toothpaste. Some of their campaigns have been very educative emphasizing on the need to brush their teeth at night. The company has also launched small packages for penetration in the rural area markets and even has tie-ups with schools and hotel chains to promote and sell their products. It has also introduced free packs for ten-day trials. In some cases, schemes were launched where the 200 gm. pack had a free 50 gm. pack at the same price.

In other instances, free gifts like dummy tron bikes were distributed with Pepsodent pastes. At one time Pepsodent toothbrush was distributed with toothpastes.  In order to create trendy ads the company released some very catchy taglines and some  of its famous tag lines are “My toothpaste fights 10”, “Gets your teeth their whitest”, “Protection outside freshness inside” and “DSS nahi to bas nahi”. Pepsodent has many famous personalities as its brand ambassador. Actor Shahrukh Khan has been closely associated with their ad campaigns.

Marketing Mix Of Aircel

Founded in 1999, Aircel is an Indian telecommunication enterprise providing people and institution with access to 2G, 3G and 4G networks. The headquarters of Aircel are located in Chennai, Tamil Nadu.

Aircel has also been merged into Reliance Communication in order to provide people with better data and voice call services though Aircel continues to run its processes independently as well. Maxis Communication leads the enterprise with 74% of stock and shares while the rest 26% are owned Sindya Securities and Investments.

With 83.05 Million-Voice call and Data subscriber, Aircel happens to be the fifth largest telecommunication company in India. The top five-telecommunication companies include Vodafone, Airtel, Reliance and BSNL.

Aircel has proved its mettle in North-East Region along with bit of south regions; some of the states where its presence can be felt strongly are:

Odisha
Assam
North-East
Tamil Nadu

Table of Contents
1 Product in the marketing mix of Aircel
2 Place in the marketing mix of Aircel
3 Price in the marketing mix of Aircel
4 Promotion in the marketing mix of Aircel

Product in the marketing mix of Aircel

Reaching out to the vast Indian audience requires specialized skills or services that impress everyone. While Aircel is yet to pan across India, it has surely made a place for itself in the lives of people from Northeast and Southern regions of the country. While the company constantly looks forward to expand and make a dent in the world, improving services side by side is just another thing they prefer to concentrate on.

Aircel for now has mastered the art of delivering quality Voice Call services in the spectrum of 2G, 3G and 4G. The enterprise is equally adamant about quality services of Data in spectrum of 2G, 3G and 4G.

Aircel aims to go pan India but they are taking it slow because of the lack of orders from the contemporary government. The company has aims for delivering quality services in the remotest corners of the company. The world can be relaxed and look forward to something amazing coming out from the house of Aircel.

Place in the marketing mix of Aircel

Aircel has a strategy that is working well for the company but the simple idea of taking it slow with expansion is going to harm the enterprise. Contemporaries like Reliance and Airtel are rushing to the remotest corners and are promising impeccable services at affordable price. The collaboration contemporaries are establishing are yet another challenge for Aircel. The digital allocation and distribution of resources is an extremely aspect of business development and from here Aircel seems to be losing on it.

While Aircel is busy making market presence, quality services offered to people are helping with word of mouth. Extremely cheap services are making people from Northern regions desperate about the launch of Aircel in their areas. Aircel needs to grab the opportunity by both hands and make a dent in the world.

Price in the marketing mix of Aircel

New to the world of 2G, 3G and 4G, Aircel aims to establish itself first hence they are quite lenient with rates. The free calling services and exceptionally good data services at affordable rate is helping enterprise climb ladders faster than anyone else. Like any other telecom provider, Aircel is trying to establish itself in the market with a Penetration pricing strategy.

Aircel promises 1 GB of 3G/4G data at an unbelievable price of 150 INR in varied regions of the country. There’s a lot more to come from the house of Aircel. People using Aircel connection are quite satisfied with the service and pricing; they are not going to anywhere in near future. All Aircel needs to expand at a faster pace and introduce the whole of India to an amazing service at affordable price.

Promotion in the marketing mix of Aircel

Mary Kom, Dhanush and Sameera Reddy are some of the reputed faces that represent the brand at varied levels. South actors like Dhanush and Sameera Reddy have turned the brand into a household name, while the impeccable association with Chennai Super Kings has helped the brand build the requisite trust among people.

Aircel is not only winning with brand awareness but they have also showcased their concern towards the degrading health of our planet and have offered help in preserving tigers and making this world a better place for them.

Mahendra Singh Dhoni, the Captain of Indian Cricket Team has also served the brand as brand ambassador and is bound to resume as soon as the ban from CSK is lifted.

Aircel is moving in the right direction with all the establishment and campaign; all they need to do is increase their pace and change the people use voice call and data services in India.

Marketing Mix Of Amazon Kindle – Kindle marketing mix

Amazon is no more an e-commerce enterprise, in the contemporary world, Amazon is an Internet Giant; nobody understands the audience better than Amazon. The Internet-based services; e-commerce services and the unique Amazon Kindle are some of the services that are simplifying lives for better.

Amazon Kindle was launched 8 years ago and what did it was simply changed the way people read and store reading memories; the simple idea of leveraging readers with the power to read as they want and where they want has done wonders for the product.

Amazon Kindle has undergone some breathtaking changes in recent past just to serve users with the incomparable experience; the quality product and the unique reading experience that it serves with are exceptional and irreparable.

Table of Contents

1 Product in the marketing mix of Amazon Kindle
2 Place in the marketing Mix of Amazon Kindle
3 Price in the marketing mix of Amazon Kindle
4 Promotions in the marketing mix of Amazon Kindle

Product in the marketing mix of Amazon Kindle

Amazon Kindle in itself is no less than revolution but the improved and modified products that followed just show the passion with which products are built at Amazon. Amazon Kindle aims to replace the quality experience of reading paperbacks.

In order to serve to the scattered base of readers, Amazon has introduced varieties in Kindle. The varied Kindle aims to serve people with different reading needs. Now people can choose the product based on their preference of paper quality.

Here’s the list of varied versions of Amazon Kindle:

Kindle Paper white
Kindle Oasis
Kindle Touch
Kindle Keyboard

The reason the product is loved is because of its innovative screens for people who love reading. The screen looks almost like paper and there is hardly any strain on the eyes. Thus, as compared to mobiles or tablets, you can read on a Kindle for hours on end. With the combination of memory, and the capacity to store above 2000 novels, you are never short of anything to read.

Place in the marketing Mix of Amazon Kindle

Well! The most popular quote about Amazon goes like “There’s a bit of Amazon in every E-commerce”. Since Amazon is such a huge brand and Kindle being the most popular product, one can find these products in the remotest corners of the world with great ease. Amazon Kindle is probably the most loved Amazon product even more than Amazon Cloud Services.

Amazon Kindle is the perfect alternative to paper back books, because it leverages an experience very close to reading a paperback. The simple functionalities that makes reading a fun experience is the reason behind the immense popularity of Kindle.

International delivery is also available for the product; Amazon entered Asian countries only in the last decade but the product has been delivered to everyone who-so-ever asked for it. Amazon has worked efficiently on the delivery services and ensured that the products are being delivered to everyone who desires to own a kindle.

Initially, Amazon kindle was sold only through the Amazon US market place and it was being delivered across the world. Amazon was ready to give piece for piece replacement for the Kindly to ensure that the product becomes a favourite in the market. Slowly as the popularity grew, Kindly stopped being sold only on Amazon and started selling on other portals too. In fact, Croma and other popular retail stores are selling it from the storefront.

Price in the marketing mix of Amazon Kindle

Amazon Kindle was designed to replace the paperback books and leverage people with a similar reading experience. Over the time Amazon Kindle seems to win the battle against the paperbacks. The simple thing that you need to buy Kindle once and you can read as many books as you want, makes it the most affordable option. No library subscription or no membership to book clubs can replace the cost effectiveness of Amazon Kindle.

If we compare it with other Ebook readers such as the ones introduced by Sony or Barnes and Nobles, then the Amazon Kindle is premium priced. The varied versions come with varied pricing; the most loved Amazon Kindle can be acquired against the payment of 100-200 USD. The price varies from countries to countries based upon the taxation system.

There are versions of Amazon Kindle that are priced at $399, $350 and also $450. The newer versions are smarter and come with a lot of interesting functionalities. The simple functions that allow people to adjust light, manage highlighted text and increase brightness are making people love this product more than ever.

Promotions in the marketing mix of Amazon Kindle

Be it America, Europe or India, Amazon has marketed Kindle really well according to the tastes of each region. Impressive marketing campaigns and online contests are being run in order to let people discover new reading options. People from the remotest corners of the world can order it from Amazon.com and take their reading experience to a different level.

There are other ways through which Amazon wants to promote the sales of Amazon Kindle and ensure everyone gets to experience the best of books. Amazon kindle can be bought online as well offline. Varied Amazon partners are providing great deals.

Amazon has used the save paper initiative quite aggressively for marketing Amazon Kindle.

Top Notch Writers like Amit Sanghi and Amish Tripathi have been promoting the product. Across the world, Authors have become brand ambassadors for the Kindle. Everyone used to love reading a paper back book, and used to complain looking at others reading with technology. Amazon shows through its marketing campaigns that you can love book reading with the latest in technology as well.

They have been enrolled as the brand ambassador for product in India. The presence of such celebrated writers have helped the brand increase their outreach and develop trust among readers.

Marketing Mix Of Axe – Axe marketing mix

Axe comes from the colorful house of Unilever. The home care brand Unilever caters to almost half of the world’s population; over the time brand has developed a sense of trust among people and tends to serve them with the best, every time.

Axe is one of the most popular products; it not only spoils people with hundreds of products to choose from but also serves an experience like never before. There are millions of deodorants in the market but only the likes of Adidas, Park Avenue and Nivea are in competition with Axe.

The business development and the product innovation team at Axe takes their work quite seriously hence we are lucky enough to see exquisite combination of quality product and exceptional marketing campaigns.

Table of Contents

1 Product In The Marketing Mix Of Axe
2 Place In The Marketing Mix Of Axe
3 Price In The Marketing Mix Of Axe
4 Promotion In The Marketing Mix Of Axe

Product In The Marketing Mix Of Axe

Axe intricately understands that preferences differ from person to person hence; they have started creating products with a range. The Axe perfume and deodorants come in all shapes and sizes. The varied fragrances cater to the taste of people of all types. While kids are happy with the chocolate flavor, oldies are swaying it with Musk flavor.

Here’s a list of the most popular Axe Sprays:

Axe Essence
Axe Chocolate
Axe Phoenix
Axe Africa
Axe Hot Fever
Axe kilo
Axe Clix
Axe Vice
Besides the above, Axe also provides the following products

Axe Shower gels
Axe Shampoos
Axe Hair stylers

Place In The Marketing Mix Of Axe

Axe is sold in more than 200 countries and regions. The brand Axe is known with the name of Lynx in United Kingdom, Ireland, Australia and New Zealand.

With such a huge audience base, the product innovation team at Axe has tried to create sprays that cater to the needs of people from around the world. Axe Essence and Axe Musk are quite popular in Asian countries while Axe Africa is a rage among people from hotter region.

Axe has a solid penetration in urban as well as rural regions across the world and it is because of these penetration levels that Axe has become a solid brand overall.

Price In The Marketing Mix Of Axe

What makes Axe so popular is not only the exquisite range of product but also the smartly done pricing. Pricing has played an eminent role in making the brand popular among peers. A 150 ml spray is priced somewhere between 3-5 USD, which is quite affordable. The perfect range of product allows people to present the best of them to the world that too without making a whole in the pocket.

Users from India and its sub-continent are addicted to this classic brand. A 150 ml spray battle can be purchased against the payment of 200 INR. The product is durable, which makes it cheaper. Axe surely has a set of genius minds working on it. The exquisite range of product available for grab at such innocuous price is a cheat deal for everyone.

Axe is also known to use Bundling pricing where in it promotes 1 + 1 axe bundles or 2 + 2 Axe deo bundles. Along with this, the company also uses co operative marketing and the product can be bundled with some other product from within the house of Unilever.

Promotion In The Marketing Mix Of Axe

Axe products have been successful in winning the world because of the impressive campaigns. The enterprise has marketed the product quite smartly and ensured that everyone uses it at least once.

Axe has established some serious stereotypes and monotony in the ad world and almost every contemporary is following it. The sensuous ads where men who use Axe are shown as swaying with sexy models are the Unique Selling Proportion of this product.

FIND YOUR MAGIC is the tagline that moves the brand in all corners of the world. THE AXE EFFECT is just another tagline that has helped the brand acquire some huge market percentage.

The marketing geniuses have made this brand a success among people from all around the world. Axe is many times criticised for its sexism and its objectifying women in ads. But overall, the brand is mainly male targeted and the advertising has worked wonders for their brand equity.

Axe is here to stay and leverage people with access to more of classic sprays. The AXE EFFECT has helped hundreds of boys and men portray their swag in the best possible way.

Marketing mix of Google – Google marketing mix

Google is an American corporation dealing in products and services that are based on internet. This multinational company specializes in search, software, online advertising and cloud computing. Google is a public company started by Sergey Brin and Larry Page in 1998 with a $100,000 investment.  Google has come out as a winner amongst all the other search engines because of its smart choices, excellent ideas, perfect implementation of ideas and exclusive products and services.

Google faces a stiff competition from its adversaries who acts as motivators for the company. Some of its competitors are as follows:

Microsoft (Bing, OS)
Apple (IOS in mobiles)
Facebook.com
Yahoo.com
Ask.com

Google marketing mix

Table of Contents
1 Products in the Marketing mix of Google
2 Place in the Marketing mix of Google
3 Price in the Marketing mix of Google
4 Promotion in the Marketing mix of Google

Products in the Marketing mix of Google

The search engine of Google catalog pages gives fast results and specializes in technology and innovative concepts. The information obtained from the Web pages is utilized in maximum capacity. Google is a distribution channel offering Google Places, Google Maps, Google Video, Gmail and Google Ad-words as their specialized products.Google Inc. is a new company launched by Google. Google offers facilities as goods to its users. These products can be divided into three categories that are as follows:

Search engine – The products of Google are too many because it spends a lot of money mainly into research and development. But the flagship product of Google is its search engine. Because it is the sole reason that Google is in everyone’s mind. When you want to say Hii to someone, you might remember Facebook, Whatsapp or other social networks. But if you need an answer to something, you need to “Just Google it”.
Advertising – This website, the one you are reading from, is able to survive because of Google’s adsense program which is an advertising network for most online publishers. Google provides advertising solutions through its various networks and a majority of its revenue is through advertising only.
Google provides business solution – In this category a search engine and intranet to the interested companies who are in need of solution to their search problems that their own employees are unable to handle. Google delivers the software and the hardware to its clients. The search appliance models are GB-5005 for important search services, GB-1001 for small companies and divisions, GB-8008 for centralized business units.
Google store – It sells almost any item that can print their company’s name like bags, shirts, copies, caps etc.
Youtube – The biggest video platform of the world belongs to Google. Again the revenue source is advertising.
Google docs – An online “Microsoft office” replacement. Although it is a bit rusty, but teams who work online swear by it and it has made the world a better place for many businesses.
Without further ado, and instead of going on about one of the best companies in the world, here is a list of all 151 (and increasing) products of Google.

Place in the Marketing mix of Google

Appropriate place is an important factor while targeting the prospective buyers. Google concludes all its activities in and through internet. At present the number of searches/day Google processes is nearly 200 million. It maintains its expertise through 14 locations in Asia, 23 in Europe, 5 in Middle East and 3 in Latin America.

Google also offers the choice of many regional languages to its customers. The number of employees it has is more than 52,000. The employees are equipped to handle all kinds of job and emergencies. Their contribution extends to almost all the areas.  While recruiting them their abilities and expertise are crosschecked to see whether they would suit the needs of the company. Google also has a very experienced search team whose job is to collect all the available data in any part of the world. The collected work is then scrutinized and later is helpful in filtering the search logarithm.

Google is situated at California in United States of America. Its Headquartersis at Mountain Viewand goes by the name of Googleplex. Google has entered into many partnerships. It has started on a research project with ‘NASA’ on various issues like Data management on a huge scale.  Google has entered in a partnership with ‘Sun Micro systems’has helped both of them in sharing and distributing each other’s expertize.

Price in the Marketing mix of Google

Google products are low cost and strive to give best possible results. Their pricing policy is dependent on the value of their goods. For business products, amount that is to be charged to the clients is determined after looking at the innumerable expenses occurred during that transaction.  All the factors such as allowances, list price, payment periods, discounts and credit terms and conditions are evaluated and after a lot of contemplation, the price is set.The price policy also involves scrutinizing the current market and on its competitors policies.

Google mainly earns through Ad-Words, which is an advertising program by Google.  These advertisements are based on keywords that are bought by interested corporations. For example – A movie which is about to be released in coming 2 weeks will make a campaign on Google’s adwords platform for all the entertainment sites all there. It will pour in a lot of money to advertise on other sites, and Google will in turn keep a percentage of this money as operational expenses and profit for its online advertising platform – Adwords.

Promotion in the Marketing mix of Google

Google is committed to keep its focus on the search engines. The company has changed the concept of advertising and its huge success has proved to be an inspiration for other companies. Google operates mostly through word of mouth advertising. The satisfied customers have been their best advocates and have resulted in the development and expansion of the brand name. To have a firm grip on the market Google offers best and precise services. It is simple, clean, advertisement free and so the homepage can be loaded with minimum fuss and in miliseconds, and the viewer’s appreciate its direct approach.

The hassle free experience has resulted in Google becoming the 2nd most valued brand of 2016. Google is a prime example of ‘Product marketing’ and the top-notch products and services have been the most important factor behind its success.

Google provides free services to consumers and itself sells the advertisement on the pages where the consumer lands up. It collects data from all over the world and gives its customers one single and easy to use platform. This hassle free experience has been a hit with the viewers. As Advertisement is an endless game, Google too looks to be in it for the longest haul possible.

Google has recently launched ‘Froogle’ a new and separate website that relates to product search. Best services and public relation has helped the website in its immense growth and that to only by mouth publicity. The company has a distinctive policy where it maintains that all ads are labeled as ‘sponsored links’. Google relies solely on its loyal viewers who has created and maintained a buzz about this brand name through mouth publicity.

In order to increase the awareness about its brand name Google has taken the help of advertisements on radio, television and the print media. The most talked about ad was that for Android Mobile Phone to which the company provided a suitable platform. In 2009, advertisements were posted on billboards illustrating the words ‘Going Google’When Google Chrome was launched ads with tag line “Download Google Chrome Today” were released. The ads related to Google are always simple and informational and they are mostly placed on sites using Ad-words.

Marketing Mix of DELL

Dell is one of the leading Consumer durables brand. The marketing mix of dell talks about the way in which dell has improvised to gain a competitive position.

Product:

Dell believes that, ‘Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer’.
Dell provides a wide variety of both business class and home/consumer class products and services.
Dell designs, develops, manufactures, markets, sells, and supports a wide range of products that in many cases are customized to individual customer requirements.
A few examples of products for individual and professional customers are Dell Precision workstations, OptiPlex desktops, Dimension desktops, and Inspiron and Latitude notebooks.
Marketing mix of Dell

Price:

Pricing strategies usually change as the product passes through its life cycle, because there is constrains on the company’s freedom to price a product at different stage.
The main objective of Dell is to produce the low price and profitable PC for the customers.
For the above reason Dell’s product pricing reflects the affordability of the local consumers.
Because Dell products are so customizable, the price is largely dependent on the options and services added to the product.
Dell is undercutting competitors in price to rapidly gain market share.

Place:

Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer / service provider to the user or consumer.
Dell has been able to affect the location strategy aspect of its marketing campaign.
As Dell’s products are always available at the nearest dealer’s customers develop trust for the “local Dell” thereby achieving the objective of gaining their trust in Dell products and services, and forming a large and diversified consumer base.

Promotion:

Another one of the 4 P’s is promotion. This includes all the tools available to the marketer for ‘marketing communication’.
Dell in the past have not concentrated on extensive marketing campaigns but these revolutionaries in 1999 when Dell changed its tactics by engaging in extensive marketing campaigns.
Dell markets its products primarily by advertising on television and the Internet, advertising in a variety of print media, and mailing or emailing a broad range of direct marketing publications, such as promotional materials, catalogs, and customer newsletters.
Dell has recently started promoting its products through retailers like Best Buy, Staples, Wal-Mart, GOME, and Carrefour.
Also Read about Marketing Mix

Marketing mix of Hindustan Unilever – HUL Marketing mix

Hindustan Unilever is an Indian public ltd company owned by another company Unilever that holds 67% of its shares. Founded in the year 1932, the company has its headquarters at Mumbai in India. Hindustan Unilever is one of the biggest fast moving companies of consumer goods with at least two thirds of the population using its products at one time or the other. Some of the main competitors of this company are as follows-

ITC
Dabur India
Nestle India
Cadbury India
Asian Paints
Procter & Gamble
Britania Industries

Marketing mix of Hindustan Unilever HUL

Table of Contents

1 Products in the Marketing mix of Hindustan Unilever ( HUL )

2 Place in the Marketing mix of Hindustan Unilever ( HUL )

3 Price in the Marketing mix of Hindustan Unilever ( HUL )

4 Promotions in the Marketing mix of Hindustan Unilever ( HUL )

Products in the Marketing mix of Hindustan Unilever ( HUL )

The company is the leader in consumer goods industry with many brands under its umbrella. Its brand and product portfolio consists of-

Food Brands-

Magnum (ice cream)
Modern bread
Kwality Walls (frozen dessert)
Knorr soups
Lipton tea
Kissan jams, sauce, juices etc.
Brooke Bond tea
Bru coffee
Annapurna atta and salt
Homecare Brands-

Magic – (water saver)
Vim dishwash
Surf Excel washing powder
Sunlight washing powder
Rin detergent
Domestos disinfectant
Comfort softners for fabrics
Cif
Wheel detergent
Brands related to Personal Care

TIGI
Tresemme for hair care
Vaseline lotions, jelly for skin care
Sure anti-perspirant
Sunsilk shampoo
Rexona soap
Pond’s cream and talc
Pepsodent toothpaste
Pears soap
Lux body wash, soap and deodorant
Liril soap
Lifebuoy handwash and soap
Lakme beauty merchandises
Hamam soap
Fair& Lovely products for skin lightening
Denim products for shaving
Dove hair-care range and skin products
Close-up toothpaste
Clinic Plus oil and shampoo
Clear hair products
Breeze soap
Lever personal care and health care products
Axe soap, deodorant and after-shaving lotion
Aviance
Water purifier

Pureit water purifier
Recently, Hindustan Unilever has introduced some new products in the consumer market like Easywash from Surf Excel, Eyeconic range from Lakme, Anti-Germ bar from Vim and Hair fall rescue treatment from Dove.

Place in the Marketing mix of Hindustan Unilever ( HUL )

Hindustan Unilever deals in various brands and has many products under its belt. To handle all this products and brandssuccessfully it has a vast distribution network that includes at least two million outlets directly and 7.7 million retail shops in every part of the country. The company also has a direct selling network called Hindustan Unilever network (HUNL) and under this network, Ayush Therapy markets health products, Aviance markets beauty products, Lever Home markets home products, D.I.Y. markets male grooming products.  In order to retain its market hold the company has pursued an innovative mechanism for distributing its products. In its zeal to reach the innumerable potential consumers in urban regions and in rural areas, where there is little scope for reaching and establishing a network, the company has simply gone forward with no-holds barred policy and set up various networks.

The company realizes that it has an advantage over its competitors and so has adopted various methods to reach the customers through independent wholesale and retail outlets with a minimum of two thousand and nine hundred stockists. Local warehouses are set up at convenient places from where the C & F agents dispatch the items to the retailers on the stockist’s orders.

In order to reach the rural market, Hindustan Unilever has a four-tier system of distribution in place. The company under the Direct Coverage Scheme has a common stockist that provides for every outlet under its zone.  Under the Indirect Coverage Scheme, the company targets those retailers in villages that are near urban markets. The stockist is instructed so that heserves all the villages in its vicinity.

Price in the Marketing mix of Hindustan Unilever ( HUL )

Hindustan Unilever believes in products that are consumer friendly as this generates huge amount of sales. For this purpose, they have kept a simple pricing policy of low cost products so that the products could reach a wider market. They have not compromised with the quality of the product but have simply cut down on costing because of its wide and far-reaching distribution policy. For some of its products Hindustan Unilever has maintained a competitive pricing policy. As soon as its competitors increases or decreases the prices of the products so does Hindustan Unilever.

It is to maintain the balance of the market in the name of various discounts or schemes like two hundred gm. of a product free with one kg of that product. This automatically reduces the prices and as the consumers are eager to buy at discounted rates, it does generate excess sales volume thus resulting in extra revenues.

Hindustan Unilever tries to offer various brands with variety of products at numerous price ranges. This is so because the consumer will buy any one of the product according to his/her financial capability. The prices are placed so that they are generally reasonable and at competitive rates. For its premium quality of products it has kept a premium pricing policy as it caters to a different section of the society, who are happy to buy branded and premium products.

Promotions in the Marketing mix of Hindustan Unilever ( HUL )

Hindustan Unilever is a very large company with lots of brands and products so its promotional policies are varied and extensive. It has taken the help of advertisements to create consciousness about its products. Sharing product knowledge through the print media like periodicals and various newspapers is also a good promotional strategy.

Sometimes coupons are attached with local newspapers to advertise and promote the products. Hindustan Unilever has utilized the electronic media for its promotions as the ads are on television at regular intervals. It has also posted detailed information about its products along with advertisements on the websites to maintain consumer awareness. Hindustan Unilever has maintained attractive product appearances with detailed and complete information about the product on its packaging in at least three languages.

Discounts are provided along with various schemes to attract the customers during off seasons and during special occasions.  Sales push is also possible through various contests, free samples, and lowered prices of introductory products and endorsement of products by celebrities. Sakshi Talwar is associated with Vim, Yami Gautam in Kwality Walls, Actor Kareena Kapoor is associated with Lakme, Actor Kajol is associated with Knorr soups, and Varun Dhawan in Ponds men’s range and Anoushka Sharma is associated with Bru. In order to arouse the interest of the consumers various staffs’ are hired who provide a live product demonstration through the stalls at particular public places.