Hul Lunch Case Study

HUL Lime

1. Who is the proposed target group for a ready to eat offering? Which of the multiple segments that do exist should HUL launch a mix for?

• Gender Based: They should target mostly working women.
• Working Status: Full time working housewives have a contribution of 31% in the demand of    packaged food industry.
• Food Eating Habits: They will target non vegetarian segment which comprises of 81% of household segment.
• Age Segment: They will target children ageing 01-14 Yrs as they constitute of 14% of HH and adults ageing 20-24 Yrs with a contribution of 30%.
• Quick Serving Restaurants: Fast food chains and the consumers eating habits feed in to the modern trade shelves of the restaurants.

2. What would be the key consumer insight (in a line) that would help craft a mix for the selected segment? Hence, what would be the proposition and product description in a line each for the above selected segment?

• The main focus should be on the female as they are more health conscious and are more concerned about ingredients, calories, product approval certificates, and freshness and packaging style.
• Young age segment, Nuclear families, Diabetes patients, Job migrants

 3. Which of HUL’s current brands would you suggest this mix be launched under? (Kissan / Knorr / Ayush) - Why?

This product mix should be launched under Knorr because Knorr is already a major player in the packaged food industry. Thus adding this product would be a part of both Line and Brand Extension.

4. What is the price of the offering?

Pricing strategies can be divided into two methods: Competition based Pricing and Cost Based Pricing. Hul mainly compete with MTR, kellogg’s, and Marico so pricing should be set accordingly that should cover all fixed and variable expenses.

5. What would be the annual size of the opportunity with the proposed mix in the selected segment?

The ready to eat market in india ,currently market potential estimated at rs. 2900 vcrore at a CAGR of 73%. As excise duties 0% on ready to eat and 100% tax deduction for the first 10 years and also there is a steady rise in disposable incone of middle class and rular poverty is dropped to 26% by 2025