Abstract

The case is about the reasons that prompted Indian FMCG giant Hindustan Unilever Ltd. (HUL) to re-launch its Ayurvedic brand Ayush in the Indian FMCG market. It starts out with a brief look into the market position of HUL and its ability to contend with well-established market players. A small glimpse is also provided into Ayush’s key contender – Patanjali. It then talks about the various aspects of HUL and Ayush which could help the latter makes serious inroads into the Indian Ayurvedic space. It remained to be seen if HUL is able to take away market share from Patanjali and establish Ayush as a market leader in the Indian Ayurvedic space.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the reasons behind the re-launch of a brand.
• Examine the marketing strategies to be undertaken by a challenger against a market leader.
• Scrutinize the key aspects of a strong promotional campaign.

Keywords

Competence-market share matrix; Market leader; Market challenger; Frontal Attack; Flank Attack; Encirclement Attack; Bypass Attack; Guerrilla Warfare; Influencer marketing; Personal care segment; Advertising; Marketing communication; Unilever; Patanjali