Description
It describes the Hindustan Unilever's footprint in india. It covers all the major brands on HUL in india. It talks about brands, branding, line extensions, revitalization, portfolio, product depth and width. It also talks about Sunsilk, dove, axe, lux separately covering the marketing effort and competition with Proctor and Gamble ( P n G).
Brand-Product Portfolio Mix
About HUL
1931-Hindustan Vanaspati Manufacturing Co. 1933-Lever Brothers India Limited 1935-United Traders Limited
1956-Meged to form HlL
2007- Name changed to HUL
• HUL is India’s Largest FMCG co. • Parent Co. Unilever owns 52 % stake in HUL • Annual turnover of $ 3.98 billion • Present in over 20 categories such as soaps, shampoos, tea, detergents etc. • Employee strength of over 15000 and indirect employment of over 52000 people • Has a distribution channel of 6.3 m outlets and owns 35 major Indian brands • HUL product is consumed by 2 out of every 3 Indian everyday • Sixteen of HUL’s brands featured in ACNielsen Brand Equity list of 100 most trusted Brands • HUL has been recognised as a Golden Super Star Trading House by the Government of India
Brand-Product Matrix
Product Assortment
Products
Brands 1 2 3 4 Brand Line
A
B C D Brand Portfolio
Brand Line : 1 Row of the matrix (Original + Extensions) Brand Portfolio : 1 Column of the Matrix (Set of All Brands in a product Category) Product Assortment : Entire Matrix
Product Line
Detergents
Shampoo Product Breadth / Width (No. of product lines)
Soaps
Product Line Length (No. of products in a product line)
Average Depth = Total Variants/ Total Brands
? Product Line Breadth : Variants in a product line ? Product Line Consistency : How closely related the products that make up the line are ? Line Vulnerability : Percentage of Sales or Profits that are derived from only few products in the line
Food Brands
Personal Care Brands
Home Care Brands
Home Care Brands
Active Wheel Comfort Rin Surf Excel Vim Sunlight Domex
Personal Care Brands
Aviance Aayush Axe Breeze Clinc Plus Clear Close – up Dove Fair & Lovely Hamam Lakme Lifebouy Liril 2000 Lux Pepsodent Pears Pond’s Rexona Sunsilk Vaseline
HUL Line Length
Cif
Axe Line Depth
Deodorant
Instinct After Shave Lotion Dark Temptation Deodorant
40 oz
50 ml 100 ml
Axe
Pulse Click
After Shave Lotion
Rockstar
Limited Edition
Extension Alternatives
Product
New
Existing
• New Product – PureIt • Flanker Brand – Wheel against Nirma • Franchise Extension – Lifebouy Handwash • Line Extension – Dove Soap to Shampoo
New
New Product
Flanker Brand
Brand
Existing
Franchise Extension
Line Extension
Line Extension
Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
Stretching Upwards
Lux Purple Lotus Lux Cream (Strawberry & Peach Lux International Lux
Stretching Downwards
80 gm
Fair & Lovely
50 gm
25 gm 9 gm Sachets
Brand Rationalization
? Before 2000, HLL had 110 brands and more than hundreds of SKUs ? Reduce number of brands to 30 Power Brands on basis of size, brand strength, uniqueness and growth potential ? Main reasons for power brands:
? ? ? ? ? ? ? ? Too many brands to handle To increase marketing and advertising efficiency Increasing number of SKUs Brand Proliferation Small companies too agile as compared to competiting HLL brand To have meaningful long term relationship with consumers Migrate users from small brands to Power brands. Have ambitious growth plans for Power brands ( 8-10%)
Why Power Brands Failed?
?Lack of migration of efforts to Power Brands (Eg. Rexona to Lux) ?Consumer didn’t relate to every brand ?Price Wars (Eg. P&G’s Ariel and Tide vs. HUL’s Surf and Rin) ?Reduction in flanker brands ?Growth of small players ?Lack of Innovation
Research: Optimum Product Mix
Factor Listing
•Corporate Objectives •Resources •Current Marketing Strengths and Weaknesses •Current and Potential Demand Estimates •Competitive Offerings
Optimization
•Simulations •The Most suitable combination of Risk and Return
Traditional Approach •Modification and Addition limited to the immediate boxed area Product Portfolio Approach •Not Limited but inter-related
“Softness, shine, and manageability of hairs.”
Introduction
•Sunsilk is a hair care brand, primarily aimed at women, •Sunsilk is Unilever’s leading hair care brand, and ranks as one of the AngloDutch conglomerate's “billion dollar brands". •Sunsilk shampoos and conditioners and other hair care products are sold in 69 countries worldwide.
Key facts
?
Number 1 in Asia, Latin America and the Middle East
?
Sales of more billion a year.
than
$1
?
Selling in 80 countries.
?
Also sold as Elidor, Hazeline, Seda and Sedal.
• Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day
Market Share
24%
20%
Sunsilk Head& Shoulders Pantene
8%
Clinic
17%
Dove Others
18%
13%
Mind Share
6% 10% 35%
Sunsilk Pantene H&S Dove
29%
Others
20%
History
1954: Launched in the UK 1958: New Transparent Tube Launched
Product Mix
Sunsilk
Sunsilk
1960: Anti-Dandruff Shampoo 1961: Sunsilk “Liquid” Shampoo 1964: Launched in India 1971: Conditioner Launched (1987 in India) 1973: Sunsilk shampoo was re-packaged in new PVC bottles 1975: Became the biggest Hair Care Brand 1980: Improved formulations and packaging design 2003: A new range of shampoos and conditioners, which were developed to meet women’s hair needs and reflect the way women think about their hair
Shampoo
Shampoo
Conditioner
Shampoo Anti-Dandruff
Product Mix
Sunsilk
Shampoo
Conditioner
Shampoo & Conditioner
Anti- Dandruff Sunsilk Naturals Sunsilk Black Sunsilk Pink Sunsilk Yellow Sunsilk Fruitamins Sunsilk Orange Fresh & Cool Curl Control
Dry Therapy Scalp Nutrition Protein Conditioner Ultra-moisturizing
Dry Hair Long Hair Anti Dandruff Scalp Nutrition
Point of parity (POP)
• For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is “good enough” on that dimension Like others SUNSILK consists of such POPs are: • Dream soft & Smooth • Stunning Black Shine • Lusciously Thick & Long • Anti-Dandruff Solution • Hair Fall Solution
Point of Difference (POD)
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD
• With point of difference, the brand must demonstrate clear superiority. • Sunsilk’s PODs is Co-creation. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge.
Target market of Sunsilk
• The main target market of sunsilk is females between the ages group 16-40 belonging to the middle & lower income classes. • Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people.
Positioning: A Hair Care Expert
• Sunsilk provides real solutions to women's everyday hair needs everywhere • Understanding what girls want & how girls feel • Sunsilk hairapy
• Lively blondes, deeply brunettes & passionately reds
Communication Tools of Sunsilk
• • • • Electronic Media (Gang Of Girls) FM Print Media Sponsorships ('Femina Miss India' and
'India Fashion Week‘)
• Billboards • Giving out free Samples • Advertising Alliance (With AOL)
• • • •
One of India's most trusted personal care brand Market share is about 15% The name 'LUX' was derived from the word "Luxury LUX offers a range of products in different colours and world class fragrances
1925 – Launched as toilet soap 1899-Lux was launched as a laundry soap to wash delicate(s
1929Launched in India
1958-Went coloured
1990sLaunched its own range of shower gels, liquid soaps and moisturizing bars
Brings out the star in you
A delight to senses
It comes from HUL house USP Glamour and beauty
LUX
Shampoo and conditioner
Lux handwash
Lux Soap
Lux hair damage therapy
Body Wash
Lux Soap
• Almond, Orchid, Saffron, International, Chocolate, Aromatic, Fruit, Gold, Oil & Honey, Rose, Sandalwood, fruit Strawberry & Cream and Peaches & Cream, LUX gold, Lux Purple Lotus and Cream and Lux sandal & Cream etc.
• Kiss Me: Enriched with smoochable strawberry & moisturising chantilly • Touch Me: Enriched with juicy peach & moisturising chantilly • Wake Me Up: Enriched with refreshing mineral salts & seaweed
Lux Hand wash Lux Body wash
Lux Hair Damage Therapy
• Soft Luxury • Uplifting Firm • White Glamour • Silk Nourishment • Super damage repair • Hair spray
Lux Shampoo
• Jasmine • Rose
Lux Soap
• Package Size- 75g, 100g, 125g, 150g • Launched mini LUX of 45g at Rs 5
• Bottle - 125 ml
Lux Hand wash Lux Body wash
Lux Hair Damage Therapy
• Bottle – 200 ml, 400 ml
• Bottle • Bottle – 200 ml, 400 ml • Sachet -
Lux Shampoo
GEOGRAPHIC Urban
Exotic Fragrances and Variants
Sub-urban
New variants, Affordable prices, Multipackaging, Promotional schemes
Rural
Mini Packs, Low Prices.
DEMOGRAPHIC
Gender Male Female
Feminine Fragrances and Colors. And Endorsements.
Income Low Middle High
New Variants, Affordable Prices, Multipackaging, Promotional Schemes
Positioned as beauty products in India, Offering product in a different way
Created good position-Buyer’s mind-Better product attributes, price and quality
Changed its positioning from “Beauty soap of Film stars” to “Bring out the star in you.”
Keeping to the growing demands of customers, LUX introduced variants in different colours, packaging and fragrances
LUX international has moved from being a soap brand to a skin care brand and has the tagline “Not just soap, its skin care.”
Follows combination of Push and Pull promotional strategy Offers Like Buy 3 get 1 free, Lux beauty ticket, Har star lucky Star, Lucky Date with Ash Catchy Taglines like play with Beauty, Surat bhi hai Khubsurat bhi hai, Choclate Seduction Sponsorships-- Lux Zee Cine Awards, Lux Perfect Bride, Lux channel I superstar. Ads by Bollywood stars. Creative Partner-MTV Ads on Tv , Newspaper and Billboards. Online Contests Promotional Campaigns in Schools, Colleges. Organizes zonal beauty contests
Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful!
Launched first in the US in 1957; is one of the leading brands of Unilever globally.
Dove has its footprint in 80 countries
It is the leading bar brand in UK, US and Canada.
Since 1993, Indian women have relied on Dove for beautiful skin
In India, Dove hair care range was launched in 2007
Within 15 months of its launch, dove has become the fastest growing shampoo brand in the country
Product Mix
Dove
Anti Perspirants
Hair Care
Skin Care
Hair Sprays Shampoos
Bar
Facial Foam Moisturising Cream Body Wash
Conditioners
Segmentation and Targeting
GEOGRAPHIC Urban
Dove Shampoos, Deodorants, Cleansing creams, anti aging
Sub-urban
Dove soaps ( with increased buying power)
Rural
DEMOGRAPHIC
Age Youth Middle Age Fifties Low Income Middle High
Soaps, Shapoos
Exfoliating Lotions
Pro Age products
Body Washes, Facial Foams
Why it’s better
SKIN CARE
Like others DOVE consists of such POPs: •Dream soft & Smooth •Stunning Black Shine(Shampoo) •Lusciously Thick & Long •Anti-Dandruff Solution •Hair Fall Solution
• • • • • •
Dove isn't soap Soap dries your skin which looks rough and old Dove contains 1/4 moisturizing cream Only Dove nourishes your skin Fine lines are visibly reduced Reduce Blackheads by exfoliating facial foam
HAIR CARE
• Patented fiber active and Micro moisture Serum technology for Intense Repair
• Moisturizing Serum gives wavy look along with softness
ANTI PERSPIRANTS
• Dove Deodorants contains ¼ moisturising cream • visibly softer & smoother underarms & 24-hr protection from sweat & odour
Advertising changes with Brand Extension
Maintained the positioning strategy
Signifies treating you to a better product which everyone cannot afford
• Thought different products have moved to next level of PLC
Previously
Now
Decrease in Aspirational Value
Educated, English speaking working women
Girl in her early twenties to show benefits for everyone
• New Hair Care ads shows fluent English speaking girl explaining advantages like reduced hair fall
Reinstating the positioning
The aspirations created earlier are to be preserved , yet the functional benefits are to portrayed
Is there a cannibalization
Sunsilk v/s Dove (SHAMPOO)
• Sunsilk targeted toward lower and middle class whereas dove is targeted toward upper class consumers
• Sunsilk competes with Heads and Shoulders in the segment whereas Dove competes with Panteen and Loreal • Sunsilk uses Brand Ambassadors whereas Dove uses Common faces for advertisements to convey product benefits
Dove vs Pears (SOAP)
• Cannibalization do takes place on price point as targeted towards similar audience • Product attributes differ with dove being light on skin providing moisturization whereas pears targeted to solve oily skin problems
•Owed by Anglo Dutch Company – Unilever •Axe was born in France in the Year 1983. •Replicates entire marketing mix in whichever market it enters •Known as Axe or Lynx in most countries •Axe brand products are consistently targeted to 18-25 year old males. •Distributed in more than 40 countries. •Launched in India in 1999
•Slow Skimming High Price Strategy •Launched when Rexona and Denim were ruling the 72 crore Indian Market •Denim was Phased out to concentrate on Axe •Axe Currently has a 33% market share
Axe
Deodorant
Hair Care
Shaving
Shampoo/ Deodorant Conditione Body Spray Stick r
Hair Gel
Shower Gel Aftershave
Shaving Cream
I’m young at heart and naughty
I want to feel and look good all the time
I’m 15 -25 years of Age
I’m influenced by my peers
I’m Cool, Fashionable and Stylish
I’m a bachelor and believe in short term relationships
I belong to the middle , upper middle class
I’m unaffected by race or ethnicity
Positioning - “seduction tool, easing the transition from adolescence to manhood”.
•Shows that males are confident •Suggesting men use the Clix scent “because the mating game is all about amazing figures. Spray on, sit back and count you clicks.” •Don’t have to be a hunk to attract girls. •Power of the brand is such that people try fragrances even if it is not good enough •Adventurous Marketing - Not always every one may like the theme or the campaigns. •It is really surprising that so far, Axe has escaped their AXE. That also shows that the ad agency is also careful about the concepts put across the Indian media.
Competition Analysis
Hair Care Skin Wash Deodorants
23rd July
28th July
• 23rd July ? ‘A Mystery Shampoo!! 80% women say is better than anything else’ • 25th July ? Ogilvy & Mather India handles media campaign for HUL. • 28th July ? ‘There is no mystery. Dove is the No.1 shampoo’ • P&G 80% contention is “based on a Thailand consumer test done by P&G Japan in October 2008 among 1,200 women” • HUL’s claim on Dove is based on “winner hair care category, survey of over 30,000 people by Nielsen” • Reason ? Growth in the overall shampoo market has slowed from 17% in 2008 to 11% in 2009 and 9% in 2010 (till May).
The major competitor of Sunsilk in rural areas is BIO AMLA The main advantage of BIO Amla is herbal composition, low prices, which attract rural market but in term of quality they are far behind Sunsilk shampoo. In urban areas Sunsilk acting market challenge with Head & Shoulder. Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured a large market share due to its intense promotional activities
Body Care Soaps
Premium Soaps
High
Perceived Brand Equity
• Being gradually phased out of market by P&G
Low
Middle & Lower Middle Class Soaps
HUL • >17% market share
Wipro Godrej
• 15.6% market share in south India
• 9.2% market share
ITC
Anchor Beauty & Cosmetics Pvt. Ltd.
• Market share growth rate of 1.5% per 6 months
Anti-Perspirant
33 % market share
HUL
7% market share
Garnier
Adidas 6% market share
Nike
5% market share
doc_271392867.pptx
It describes the Hindustan Unilever's footprint in india. It covers all the major brands on HUL in india. It talks about brands, branding, line extensions, revitalization, portfolio, product depth and width. It also talks about Sunsilk, dove, axe, lux separately covering the marketing effort and competition with Proctor and Gamble ( P n G).
Brand-Product Portfolio Mix
About HUL
1931-Hindustan Vanaspati Manufacturing Co. 1933-Lever Brothers India Limited 1935-United Traders Limited
1956-Meged to form HlL
2007- Name changed to HUL
• HUL is India’s Largest FMCG co. • Parent Co. Unilever owns 52 % stake in HUL • Annual turnover of $ 3.98 billion • Present in over 20 categories such as soaps, shampoos, tea, detergents etc. • Employee strength of over 15000 and indirect employment of over 52000 people • Has a distribution channel of 6.3 m outlets and owns 35 major Indian brands • HUL product is consumed by 2 out of every 3 Indian everyday • Sixteen of HUL’s brands featured in ACNielsen Brand Equity list of 100 most trusted Brands • HUL has been recognised as a Golden Super Star Trading House by the Government of India
Brand-Product Matrix
Product Assortment
Products
Brands 1 2 3 4 Brand Line
A
B C D Brand Portfolio
Brand Line : 1 Row of the matrix (Original + Extensions) Brand Portfolio : 1 Column of the Matrix (Set of All Brands in a product Category) Product Assortment : Entire Matrix
Product Line
Detergents
Shampoo Product Breadth / Width (No. of product lines)
Soaps
Product Line Length (No. of products in a product line)
Average Depth = Total Variants/ Total Brands
? Product Line Breadth : Variants in a product line ? Product Line Consistency : How closely related the products that make up the line are ? Line Vulnerability : Percentage of Sales or Profits that are derived from only few products in the line
Food Brands
Personal Care Brands
Home Care Brands
Home Care Brands
Active Wheel Comfort Rin Surf Excel Vim Sunlight Domex
Personal Care Brands
Aviance Aayush Axe Breeze Clinc Plus Clear Close – up Dove Fair & Lovely Hamam Lakme Lifebouy Liril 2000 Lux Pepsodent Pears Pond’s Rexona Sunsilk Vaseline
HUL Line Length
Cif
Axe Line Depth
Deodorant
Instinct After Shave Lotion Dark Temptation Deodorant
40 oz
50 ml 100 ml
Axe
Pulse Click
After Shave Lotion
Rockstar
Limited Edition
Extension Alternatives
Product
New
Existing
• New Product – PureIt • Flanker Brand – Wheel against Nirma • Franchise Extension – Lifebouy Handwash • Line Extension – Dove Soap to Shampoo
New
New Product
Flanker Brand
Brand
Existing
Franchise Extension
Line Extension
Line Extension
Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
Stretching Upwards
Lux Purple Lotus Lux Cream (Strawberry & Peach Lux International Lux
Stretching Downwards
80 gm
Fair & Lovely
50 gm
25 gm 9 gm Sachets
Brand Rationalization
? Before 2000, HLL had 110 brands and more than hundreds of SKUs ? Reduce number of brands to 30 Power Brands on basis of size, brand strength, uniqueness and growth potential ? Main reasons for power brands:
? ? ? ? ? ? ? ? Too many brands to handle To increase marketing and advertising efficiency Increasing number of SKUs Brand Proliferation Small companies too agile as compared to competiting HLL brand To have meaningful long term relationship with consumers Migrate users from small brands to Power brands. Have ambitious growth plans for Power brands ( 8-10%)
Why Power Brands Failed?
?Lack of migration of efforts to Power Brands (Eg. Rexona to Lux) ?Consumer didn’t relate to every brand ?Price Wars (Eg. P&G’s Ariel and Tide vs. HUL’s Surf and Rin) ?Reduction in flanker brands ?Growth of small players ?Lack of Innovation
Research: Optimum Product Mix
Factor Listing
•Corporate Objectives •Resources •Current Marketing Strengths and Weaknesses •Current and Potential Demand Estimates •Competitive Offerings
Optimization
•Simulations •The Most suitable combination of Risk and Return
Traditional Approach •Modification and Addition limited to the immediate boxed area Product Portfolio Approach •Not Limited but inter-related
“Softness, shine, and manageability of hairs.”
Introduction
•Sunsilk is a hair care brand, primarily aimed at women, •Sunsilk is Unilever’s leading hair care brand, and ranks as one of the AngloDutch conglomerate's “billion dollar brands". •Sunsilk shampoos and conditioners and other hair care products are sold in 69 countries worldwide.
Key facts
?
Number 1 in Asia, Latin America and the Middle East
?
Sales of more billion a year.
than
$1
?
Selling in 80 countries.
?
Also sold as Elidor, Hazeline, Seda and Sedal.
• Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day
Market Share
24%
20%
Sunsilk Head& Shoulders Pantene
8%
Clinic
17%
Dove Others
18%
13%
Mind Share
6% 10% 35%
Sunsilk Pantene H&S Dove
29%
Others
20%
History
1954: Launched in the UK 1958: New Transparent Tube Launched
Product Mix
Sunsilk
Sunsilk
1960: Anti-Dandruff Shampoo 1961: Sunsilk “Liquid” Shampoo 1964: Launched in India 1971: Conditioner Launched (1987 in India) 1973: Sunsilk shampoo was re-packaged in new PVC bottles 1975: Became the biggest Hair Care Brand 1980: Improved formulations and packaging design 2003: A new range of shampoos and conditioners, which were developed to meet women’s hair needs and reflect the way women think about their hair
Shampoo
Shampoo
Conditioner
Shampoo Anti-Dandruff
Product Mix
Sunsilk
Shampoo
Conditioner
Shampoo & Conditioner
Anti- Dandruff Sunsilk Naturals Sunsilk Black Sunsilk Pink Sunsilk Yellow Sunsilk Fruitamins Sunsilk Orange Fresh & Cool Curl Control
Dry Therapy Scalp Nutrition Protein Conditioner Ultra-moisturizing
Dry Hair Long Hair Anti Dandruff Scalp Nutrition
Point of parity (POP)
• For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is “good enough” on that dimension Like others SUNSILK consists of such POPs are: • Dream soft & Smooth • Stunning Black Shine • Lusciously Thick & Long • Anti-Dandruff Solution • Hair Fall Solution
Point of Difference (POD)
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD
• With point of difference, the brand must demonstrate clear superiority. • Sunsilk’s PODs is Co-creation. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge.
Target market of Sunsilk
• The main target market of sunsilk is females between the ages group 16-40 belonging to the middle & lower income classes. • Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people.
Positioning: A Hair Care Expert
• Sunsilk provides real solutions to women's everyday hair needs everywhere • Understanding what girls want & how girls feel • Sunsilk hairapy
• Lively blondes, deeply brunettes & passionately reds
Communication Tools of Sunsilk
• • • • Electronic Media (Gang Of Girls) FM Print Media Sponsorships ('Femina Miss India' and
'India Fashion Week‘)
• Billboards • Giving out free Samples • Advertising Alliance (With AOL)
• • • •
One of India's most trusted personal care brand Market share is about 15% The name 'LUX' was derived from the word "Luxury LUX offers a range of products in different colours and world class fragrances
1925 – Launched as toilet soap 1899-Lux was launched as a laundry soap to wash delicate(s
1929Launched in India
1958-Went coloured
1990sLaunched its own range of shower gels, liquid soaps and moisturizing bars
Brings out the star in you
A delight to senses
It comes from HUL house USP Glamour and beauty
LUX
Shampoo and conditioner
Lux handwash
Lux Soap
Lux hair damage therapy
Body Wash
Lux Soap
• Almond, Orchid, Saffron, International, Chocolate, Aromatic, Fruit, Gold, Oil & Honey, Rose, Sandalwood, fruit Strawberry & Cream and Peaches & Cream, LUX gold, Lux Purple Lotus and Cream and Lux sandal & Cream etc.
• Kiss Me: Enriched with smoochable strawberry & moisturising chantilly • Touch Me: Enriched with juicy peach & moisturising chantilly • Wake Me Up: Enriched with refreshing mineral salts & seaweed
Lux Hand wash Lux Body wash
Lux Hair Damage Therapy
• Soft Luxury • Uplifting Firm • White Glamour • Silk Nourishment • Super damage repair • Hair spray
Lux Shampoo
• Jasmine • Rose
Lux Soap
• Package Size- 75g, 100g, 125g, 150g • Launched mini LUX of 45g at Rs 5
• Bottle - 125 ml
Lux Hand wash Lux Body wash
Lux Hair Damage Therapy
• Bottle – 200 ml, 400 ml
• Bottle • Bottle – 200 ml, 400 ml • Sachet -
Lux Shampoo
GEOGRAPHIC Urban
Exotic Fragrances and Variants
Sub-urban
New variants, Affordable prices, Multipackaging, Promotional schemes
Rural
Mini Packs, Low Prices.
DEMOGRAPHIC
Gender Male Female
Feminine Fragrances and Colors. And Endorsements.
Income Low Middle High
New Variants, Affordable Prices, Multipackaging, Promotional Schemes
Positioned as beauty products in India, Offering product in a different way
Created good position-Buyer’s mind-Better product attributes, price and quality
Changed its positioning from “Beauty soap of Film stars” to “Bring out the star in you.”
Keeping to the growing demands of customers, LUX introduced variants in different colours, packaging and fragrances
LUX international has moved from being a soap brand to a skin care brand and has the tagline “Not just soap, its skin care.”
Follows combination of Push and Pull promotional strategy Offers Like Buy 3 get 1 free, Lux beauty ticket, Har star lucky Star, Lucky Date with Ash Catchy Taglines like play with Beauty, Surat bhi hai Khubsurat bhi hai, Choclate Seduction Sponsorships-- Lux Zee Cine Awards, Lux Perfect Bride, Lux channel I superstar. Ads by Bollywood stars. Creative Partner-MTV Ads on Tv , Newspaper and Billboards. Online Contests Promotional Campaigns in Schools, Colleges. Organizes zonal beauty contests
Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful!
Launched first in the US in 1957; is one of the leading brands of Unilever globally.
Dove has its footprint in 80 countries
It is the leading bar brand in UK, US and Canada.
Since 1993, Indian women have relied on Dove for beautiful skin
In India, Dove hair care range was launched in 2007
Within 15 months of its launch, dove has become the fastest growing shampoo brand in the country
Product Mix
Dove
Anti Perspirants
Hair Care
Skin Care
Hair Sprays Shampoos
Bar
Facial Foam Moisturising Cream Body Wash
Conditioners
Segmentation and Targeting
GEOGRAPHIC Urban
Dove Shampoos, Deodorants, Cleansing creams, anti aging
Sub-urban
Dove soaps ( with increased buying power)
Rural
DEMOGRAPHIC
Age Youth Middle Age Fifties Low Income Middle High
Soaps, Shapoos
Exfoliating Lotions
Pro Age products
Body Washes, Facial Foams
Why it’s better
SKIN CARE
Like others DOVE consists of such POPs: •Dream soft & Smooth •Stunning Black Shine(Shampoo) •Lusciously Thick & Long •Anti-Dandruff Solution •Hair Fall Solution
• • • • • •
Dove isn't soap Soap dries your skin which looks rough and old Dove contains 1/4 moisturizing cream Only Dove nourishes your skin Fine lines are visibly reduced Reduce Blackheads by exfoliating facial foam
HAIR CARE
• Patented fiber active and Micro moisture Serum technology for Intense Repair
• Moisturizing Serum gives wavy look along with softness
ANTI PERSPIRANTS
• Dove Deodorants contains ¼ moisturising cream • visibly softer & smoother underarms & 24-hr protection from sweat & odour
Advertising changes with Brand Extension
Maintained the positioning strategy
Signifies treating you to a better product which everyone cannot afford
• Thought different products have moved to next level of PLC
Previously
Now
Decrease in Aspirational Value
Educated, English speaking working women
Girl in her early twenties to show benefits for everyone
• New Hair Care ads shows fluent English speaking girl explaining advantages like reduced hair fall
Reinstating the positioning
The aspirations created earlier are to be preserved , yet the functional benefits are to portrayed
Is there a cannibalization
Sunsilk v/s Dove (SHAMPOO)
• Sunsilk targeted toward lower and middle class whereas dove is targeted toward upper class consumers
• Sunsilk competes with Heads and Shoulders in the segment whereas Dove competes with Panteen and Loreal • Sunsilk uses Brand Ambassadors whereas Dove uses Common faces for advertisements to convey product benefits
Dove vs Pears (SOAP)
• Cannibalization do takes place on price point as targeted towards similar audience • Product attributes differ with dove being light on skin providing moisturization whereas pears targeted to solve oily skin problems
•Owed by Anglo Dutch Company – Unilever •Axe was born in France in the Year 1983. •Replicates entire marketing mix in whichever market it enters •Known as Axe or Lynx in most countries •Axe brand products are consistently targeted to 18-25 year old males. •Distributed in more than 40 countries. •Launched in India in 1999
•Slow Skimming High Price Strategy •Launched when Rexona and Denim were ruling the 72 crore Indian Market •Denim was Phased out to concentrate on Axe •Axe Currently has a 33% market share
Axe
Deodorant
Hair Care
Shaving
Shampoo/ Deodorant Conditione Body Spray Stick r
Hair Gel
Shower Gel Aftershave
Shaving Cream
I’m young at heart and naughty
I want to feel and look good all the time
I’m 15 -25 years of Age
I’m influenced by my peers
I’m Cool, Fashionable and Stylish
I’m a bachelor and believe in short term relationships
I belong to the middle , upper middle class
I’m unaffected by race or ethnicity
Positioning - “seduction tool, easing the transition from adolescence to manhood”.
•Shows that males are confident •Suggesting men use the Clix scent “because the mating game is all about amazing figures. Spray on, sit back and count you clicks.” •Don’t have to be a hunk to attract girls. •Power of the brand is such that people try fragrances even if it is not good enough •Adventurous Marketing - Not always every one may like the theme or the campaigns. •It is really surprising that so far, Axe has escaped their AXE. That also shows that the ad agency is also careful about the concepts put across the Indian media.
Competition Analysis
Hair Care Skin Wash Deodorants
23rd July
28th July
• 23rd July ? ‘A Mystery Shampoo!! 80% women say is better than anything else’ • 25th July ? Ogilvy & Mather India handles media campaign for HUL. • 28th July ? ‘There is no mystery. Dove is the No.1 shampoo’ • P&G 80% contention is “based on a Thailand consumer test done by P&G Japan in October 2008 among 1,200 women” • HUL’s claim on Dove is based on “winner hair care category, survey of over 30,000 people by Nielsen” • Reason ? Growth in the overall shampoo market has slowed from 17% in 2008 to 11% in 2009 and 9% in 2010 (till May).
The major competitor of Sunsilk in rural areas is BIO AMLA The main advantage of BIO Amla is herbal composition, low prices, which attract rural market but in term of quality they are far behind Sunsilk shampoo. In urban areas Sunsilk acting market challenge with Head & Shoulder. Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured a large market share due to its intense promotional activities
Body Care Soaps
Premium Soaps
High
Perceived Brand Equity
• Being gradually phased out of market by P&G
Low
Middle & Lower Middle Class Soaps
HUL • >17% market share
Wipro Godrej
• 15.6% market share in south India
• 9.2% market share
ITC
Anchor Beauty & Cosmetics Pvt. Ltd.
• Market share growth rate of 1.5% per 6 months
Anti-Perspirant
33 % market share
HUL
7% market share
Garnier
Adidas 6% market share
Nike
5% market share
doc_271392867.pptx