Unilever in India - Building and Nurturing Brands
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Case Details:
Case Code : MKTA003
Case Length : 33 Pages
Period : 2000-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Unilever, Hindustan Lever Limited (HLL)
Industry : Fast Moving Consumer Goods (FMCG)
Countries : India
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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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Excerpts
Managing Power Brands
In 2000, HLL examined its brand portfolio thoroughly and decided to concentrate its resources behind 30 power brands out of 110. These brands were selected using various criteria such as size, brand strength, brand relevance, competitive advantage and potential for growth...
Household Products
Soaps
In the soaps business, HLL controlled almost 70% of the Rs. 3500 crore market with brands positioned at different price points - Lifebuoy, Breeze and Jai in the popular segment, Lux, Liril, Rexona and Hamam in the mid-segment and Lux International, Pears and Dove in the premium segment.
Lifebuoy
Since its launch in 1895, Lifebuoy had been synonymous with health and hygiene (Exhibit: IV)...
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Lux
Launched in 1905, Lux was one of HLL's biggest soap brands. Lux was positioned as the filmstar's choice (Exhibit: V). It had been endorsed by popular filmstars like Leela Chitnis in the 1940s, Sri Devi in the 1990s, and Karishma Kapoor and Rani Mukherji in recent times. Lux came in three variants, Lux Pink, Lux White and Lux Black. HLL introduced Lux International in India in 2002, after a successful launch in the US, Europe and South East Asia...
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Personal Care
Skin Care
HLL's skin care segment accounted for Rs 1,200 crore of the Rs 3,000-crore cosmetics and toiletries market...
Fair & Lovely
HLL dominated the fairness creams market with its Fair & Lovely and other products from the Pond's and Lakme portfolio. Fair & Lovely had been test marketed in 1975 and launched nationally in 1978. With a 53% share of the Rs 250-crore talcum powder market, the brand had penetrated almost every talc-consuming household in India... |
Excerpts Contd...>>
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