An Analysis of Controversial Advertisements of Unilever Products and Its Impact On Turnover

PRESENTATION
ON
AN ANALYSIS OF CONTROVERSIAL
ADVERTISEMENTS OF UNILEVER
PRODUCTS AND ITS IMPACT ON
TURNOVER
AT
SUBMITTED TO: SUBMITTED BY:

DR. SARJUE PANDITA SAKSHI KASAUDHAN
Roll No. 1908200700034
INTRODUCTIO
Hindustan N (HUL) is Indian
Unilever Limited largest
consumer goods company headquarter in Mumbai.. It Is a
subsidiary company of Unilever, a British-Dutch company.
Its products include foods, drinks, cleaning agents and
personal care Products, water purifiers and other fast-
moving consumer goods. HUL was
established Hindustan Vanaspati Manufacturing Co. in
1931and was renamed Hindustan Unilever Limited
following a merger of constituent groups in 1956.
The company was renamed as Hindustan Unilever
Limited in June2007.
In December 2018,HUL announced its acquisition of
GlaxoSmithkline’s India business for $3.8billion in all
equity merger deal with a 1:4.39 ratio.
However the integration of GSK’s 3800 employees
remained in certain as HUL sated there was no clause for
retention of employees in the deal. In April 2020, HUL
completed its merger with GlaxoSmithKline Consumer
Healthcare. Hindustan Lever Limited through after
completing all legal procedure..
BRANDS
HUL is the market leader in Indian consumer
products with presence in over 20 consumer categories
such as soaps, tea, detergents and shampoos amongst
others with over 700 million Indian consumers using
its products. Eighteen of HUL‘s brands featured in the
ACNielsen Brand Equity list of 100 Most Trusted
Brands Annual Survey (2012). The company has a
distribution channel of 6.3 million outlets and owns 35
major Indian brands.
CONTROVERSY
MERCURY POLLUTION
In 2001 a thermometer factory in Kodaikanal run by
Hindustan Unilever was accused of dumping glass
contaminated with mercury in municipal dumps, or
selling it on to scrap merchants unable to deal with it
appropriately.
SKIN LIGHTENING CREAMS
Hindustan Unilever's "Fair and Lovely" is the leading
skin-lightening cream for women in India. The
company was forced to withdraw television
The product in 2007. Advertisements depicted depressed,
dark-complexioned women, who had been ignored by
employers and men, suddenly finding new boyfriends and
glamorous careers after the cream had lightened their skin
In 2008 Hindustan Unilever made former Miss World
Priyanka Chopra a brand ambassador for Pond's and she
then appeared in a mini-series of television commercials for
another skin lightening product, White Beauty, alongside
Saif Ali Khan and Neha Dhupia; these advertisements,
showing Priyanka's face with a clearly darker complexion
against the visibly fairer Neha Dhupia, were widely criticized
for perpetuating racism.

OBJECTIVES OF THE STUDY
1. To know the impact of controversial advertisement
on sale of HUL products.
2. To know the strategies taken by HUL to overcome
the negative impact of advertisement.
3. To determine the effects of advertisement on
consumer behavior.
4. To determine the effect of advertisement related to
demand of product.
DATA ANALYSIS
Male
Male 42% 42%
Female 58%
Female 58%
Age of the Respondents?
18 – 25 Years 26 – 35 Years
36 – 45 Years Above 40 Years

Interpretation- 100% of the respondents 94% of the
respondents are watching advertisements and 6% of the
respondents are not watching advertisements.
Interpretation-73% of the respondents are watching
advertisements from the medium of television, 68% of the
respondents are watching from the medium of internet, Saint of
respondent are watching from newspaper 27% of the respondent
are watching advertisement through holdings and 20% of the
respondent are watching advertisement through magazine.
FINDINGS
 It is observed that due to controversial advertisement HUL has faced
many problems but it had not affected its turnover. People are
continue to purchase Unilever products.
 HUL had told after advertisement that credibility I more important
and that cam be achieved by carrying your segment of consumers

along. A brilliant execution enhances the brand positioning by
moving the consumers positively and does not reduce its value by
having to remove tha ad or modifying it.
 Unilever has adopted the strategy of enhancing its exposure to
products based on natural indegredients. It chooses new innovation

and new product line.

CONCLUSION
HUL company has very good market share in India. Most of
the consumers use Unilever products in their daily life
activities.
• The company offering good products in most of the segment.
Its advertisement is influencing but in the past 10 years some
advertisement of HUL have come in controversy.
• The company try to convey a good messages toward
customers through its advertisement. Different people have
different mindset and perception hence, Unilever had faced
problems due to its controversial advertisement.

BIBLIOGRAPHY

 www.google.com
 www.hul.co.in
 www.wikipedia.org

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PRESENTATION

SUBMITTED TO: SUBMITTED BY:

36 – 45 Years Above 40 Years

and that cam be achieved by carrying your segment of consumers

products based on natural indegredients. It chooses new innovation

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