Unilever in India: Managing Brand Extensions
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Case Details:
Case Code : MKTA022
Case Length : 18 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : -
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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The other well-known brand from the Pond's stable was Vaseline, which was synonymous with petroleum jelly. The Vaseline petroleum jelly was perceived as an effective, though sticky protection from dry skin problems experienced in winters.
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Sunsilk
Launched in 1964, Sunsilk was the largest beauty shampoo brand in the country. Positioned as the 'Hair Expert,' Sunsilk identified different hair needs and offered specific variants to the consumer. In 1999, HLL introduced six hair specific variants of Sunsilk. In 2000, Sunsilk toyed with extending the brand to 'ceramide hot oil treatment' and test marketed it. In 2001, HLL extended Sunsilk's association with hair care by launching Sunsilk Pro-Colour, a range of seven hair colours (Natural Black, Natural Dark Brown, Dark Brown with Purple tint, Dark Reddish Brown, Light Brown with Gold tint and Copper with Red Tint) specially suited for the dark Indian hair and skin tones...
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