Marketing Management

Hindustan Lever
 Definition of Marketing
• Acc. to Philip Kotler, marketing is defined
as ascertaining generic (common) needs,
developing a product or service that best
caters to these needs, providing this to the
customer and also ensuring after sales
service.
 Marketing mix
• The marketing mix is probably the most famous marketing term. Its elements are the
basic, tactical components of a marketing plan. Also known as the Four P's, the
marketing mix elements are price, place, product, and promotion.

• Price: There are many ways to price a product.

• Place: Another element of Neil H.Borden's Marketing Mix is 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.
 Marketing mix
• Product:
 The Product Life Cycle (PLC): It is based upon the biological life cycle.
For example, a seed is planted (introduction); it begins to sprout (growth);
it shoots out leaves and puts down roots as it becomes an adult (maturity);
after a long period as an adult the plant begins to shrink and die out
(decline).
 The Customer Life Cycle (CLC): It has obvious similarities with
the Product Life Cycle (PLC). However, CLC focuses upon
the creation of and delivery of lifetime value to the customer
i.e. looks at the products or services that customers NEED
throughout their lives.
 Marketing mix
• Promotion: This includes all of the tools available to the marketer for
'marketing communication'. As with Neil H.Borden's marketing mix,
marketing communications has its own 'promotions mix.‘
Hindustan Lever Limited
•India's largest consumer products
company

•Lever Brothers India Limited

•Anglo-Dutch company Unilever

 HLL

Home and Personal Care Pureit Foods

Personal Wash
Tea
Laundry
Water

Skin Care Coffee

Clinic Plus
Hair Care Clinic Foods
Colour Cosmetics Clinic Plus
Ayurveda Ice Cream
Oral Care

Deodorants
Ayurvedic Personal
& Health Care
 Clinic plus
• India’s largest selling shampoo.

• Launched in 1987

• Relaunched with five in one benefit

• Variant-ayurveda.

• Line Extension type of branding

Mktg share and brand share
Market Share
Hindus tan Lever
Lim ited
Cavin Care

Others
 Competitive environment
• Market challengers
1. Rejoice
2. Chik
• Niche
1. Dabur
2. Himalaya
• Profitable markets
1. Urban, Semi urban and rural
 …competitive strategies
• Position defense.

• Counter offensive strategy against P &G

• Low pricing
 Product
• Segmentation of the product

premium

popular

economy

• Positioning of the product

• Differentiation – Clinic Plus and Clinic Plus
Ayurveda
 Place
• Rural

• Urban

• Semi Urban
 Price
Type Quantity Price

Sachet 7.5 ml Rs. 2

• 25 ml Rs. 5
Bottles •100 ml Rs. 30
•200 ml Rs. 55
•300 ml Rs. 90
Clinic Plus Ayurveda •200 ml Rs. 60
Bubble pack 30 ml Rs. 8
 Promotion
• Promotion strategies
1. Reduction in prices

2. Buy one get one free

3. Bubble pack

4. 25 ml for Rs. 5
 How to reach out to customers
1. Hair saloons
• Concept
• Motive
• Idea
2. Health clubs
• Concept
• Motive
• Idea
3. Weekly bazaars
• Concept
• Motive
• Idea
 Bibliography
• www.wikipedia.com

• www.hll.com