A case study on Hindustan Unilever Presentation.pptx

Case study of Hindustan Unilever

1. HINDUSTAN UNILEVER LIMITED (HUL) HUL is Indian subsidiary of Unilever which is a British Dutch multi-national company Headquarter – Mumbai, Maharashtra, India Founded in 1931 Predecessor – Hindustan vanaspati manufacturing company (1931-56) lever brother India limited (1933-1956) United traders limited (1935-1956) After merging of above Three Companies Hindustan lever limited (1956-2007) Hindustan Unilever limited(2007)

2. PRODUCTS Foods Cleaning agents Personal care products Water Purifier As of 2020 HUL’s portfolio had 35 product brands in 20 categories.

3. FAIR AND LOVELY ADVERTISEMENT CONTROVERSY

4. This fair and lovely Indian skin lightening cosmetic product of Hindustan Unilever introduce to the market in India in 1975. This product having one of the most users among all the cosmetic products in India. According to the report, the fairness cream market in India estimated to be worth nearly 4100 crore Rs, and fair and lovely holds 70% of Market share. BRIEF INTRODUCTION OF FAIR AND LOVELY

5. Marketing of Fair and lovely Marketing is a part of a business but, their way of marketing is very unethical. In their advertisement they don’t more gave more priority to specification of their product but they target skin colour of men and women. As their many advertisement they showed us if women having Dark skin then their is very less chance of her success, but using their products women can become successful in her life.

6. EXAMPLE In this adrtisement,story of one family was given, main characters of story are father and daughter,the ad went onto so there was a struggle with finding work opportunities because no son was present and it was harder for daughter because she had dark skin,but after applying fair and lovely cream she became an air hostess.

7. Is it ethical to exploit culture and HUman values to promote a product ? YES / NO If it ok when promotes Good cultural norms and Values Such as (1)Family bonding, (2)Unity etc.

8. In case of fair and lovely ? UNETHICAL HUL directly supported (1)Gender discrimination (2)Racism and Violet the Right of human Dignity

9. HUL’s promotional strategy for the Fair and lovely is misleading because of It does not collect the feedback from customers. HUL Exploitation of cultural norms by embarking on promotional strategy that mislead the public that fair and lovely will make them accepted within a culture that is divided by social class is unethical and socially irresponsible. It was on basis of this that ALL INDIAN WOMEN DEMOCRATIC ASSOCIATION (AIWDA) took a bold step to complain to HUL and when HUL failed to respond AIWDA appealed to the National Human Right Commission protesting that HUL advertisement is racist,promotes son preference and insulting to the working women.

10. Step taken by Hul to save their image in market After AIWDA is bold move,HUL‘s fair and lovely brand is very criticized in market. First they pulling off those advertisement off air Sponsoring Carrer fairs in over 20 cities Offering counseling in over 110 career areas Supporting 100 rural scholarship for women Vacation program These programs very helped to reposition HUL as a society responsible corporate Organization.

11. Recently the HUL decided to rebrand their Fair and lovely brand. HUL decided to change By removing “Fair” word replace it with “glow” word. So, new name is “,Glow and lovely” for women.

12. One another problem for HUL As we know HUL decided to rebrand it’s product by changing name “fair and lovely” “glow and lovely” for women and HUL also decided to make cream for man as name ,”Glow and Handsome”. But one another company “Emami claims legal ownership of “Glow and Handsome”. Emami says that it already launched its own brand “Emami Glow and handsome”.

13. Thank you

14. L.d. College of engineering Created by 180280109067 – Parmar Vanraj 180280100070 – Patel Chintan 180280109073 – Patel Milan 180280109077 – Patel Ravi Guided by Dhaval Patel sir SEMESTER – 5 DIVISION - B