They’ve attracted consumers like bees to a rose garden. Being the highest spending advertiser in the Indian milieu has only helped them succeed
HUL has been a marketing organisation that
has morphed its marketing manner in sync with the needs, wants, desires and aspirations of the market at large. This is true of both the channel management strategies of the company, as well as the customer management process altogether. In fact, HUL has not always been a pull-led company. In the past, its efforts have been to seed the market when the concept of a detergent was alien to the Indian consumer. Having initially seeded the thought, the company moved on to manage the channel of distribution in depth. This was all about a push-led strategy that sought to load the shelves in a bid to create big displays that actually led to big offtakes. These offtakes were related to the ability of the retailer to push stocks out to the consumer as his shelves were loaded and inventory was high.
The next phase was a pull-led effort. The pull-marketing focus was all about ensuring that consumers actually came to see the loaded shelves. Advertising took off at this stage. The advent of colour television and the penetration of the television set all over with the HPTs and LPTs set up for the Asiad, were catalysts to this pull-led movement of HUL. Today, the company uses a healthy mix of it all. Above-the-line that causes the pull, below-the-line that continues to cause a mix of pull and push, and trade-related activity that helps in the push. The company has mastered this mix.
HUL has been a marketing organisation that
has morphed its marketing manner in sync with the needs, wants, desires and aspirations of the market at large. This is true of both the channel management strategies of the company, as well as the customer management process altogether. In fact, HUL has not always been a pull-led company. In the past, its efforts have been to seed the market when the concept of a detergent was alien to the Indian consumer. Having initially seeded the thought, the company moved on to manage the channel of distribution in depth. This was all about a push-led strategy that sought to load the shelves in a bid to create big displays that actually led to big offtakes. These offtakes were related to the ability of the retailer to push stocks out to the consumer as his shelves were loaded and inventory was high.The next phase was a pull-led effort. The pull-marketing focus was all about ensuring that consumers actually came to see the loaded shelves. Advertising took off at this stage. The advent of colour television and the penetration of the television set all over with the HPTs and LPTs set up for the Asiad, were catalysts to this pull-led movement of HUL. Today, the company uses a healthy mix of it all. Above-the-line that causes the pull, below-the-line that continues to cause a mix of pull and push, and trade-related activity that helps in the push. The company has mastered this mix.
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
