Book Title: Case Studies in Business Management
Editor: Dr. Nilesh Anute
ISBN: 978-81-979197-9-4
Chapter: 9
DOI: https://doi.org/10.59646/csc9/253
Author: Dr. Shital Gujarathi, Assistant Professor, CHMES Dr. Moonje Institute of Management and Computer Studies, Nashik, Maharashtra, India
Learning Objectives
This case study aims to explore how Hindustan Unilever Limited (HUL) leverages advanced analytics for customer segmentation to effectively target and engage its diverse consumer base. Learners will understand the strategies and tools used by HUL to analyze consumer behavior, identify distinct customer segments, and tailor marketing efforts accordingly. The study will also examine the impact of these segmentation strategies on HUL’s market performance, customer satisfaction, and overall business growth.