Sales and Marketing at Hindustan Unilever

It is observed in this research paper through sales and marketing strategies used by one of the Indian leading companies in FMCG, Hindustan Unilever Limited (HUL), how the strategies help it to maintain market leadership. The descriptive research design will be used in the study; both primary and secondary data will be used in evaluating effectiveness of sales techniques used by HUL, their marketing mix and digital marketing efforts. The results indicate that integrated marketing communications, strong distribution channel, and focus on innovation are critical to increase level of brand awareness, consumer promotion, and loyalty in different market segment of HUL. Although the digital marketing activities are well adopted, the research reveals that there is a potential of being more personalized and proactive especially within the new markets. The paper will end with some strategic suggestions to empower the sales and marketing capabilities of HUL so as to retain a competitive edge in a fast changing FMCG environment. The findings have useful implications to practitioners, policymakers, and researchers of the dynamic of the Indian FMCG sector.