Upload
ketan-garg
View
13.449
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Complete analysis of Hul product matrix.
Citation preview
Facilitators :Ketan GargMBA 20019-11
CORPORATE BRAND – UNILEVER INDIAN SUBSIDIARY CORPORATE BRAND –
HINDUSTAN UNILEVER LTD (“Add vitality to Life”)
MEGA BRANDS – LUX, PONDS, LAKME,DOVE,KISSAN, LIFEBOUY…….
FAMILY BRANDS – VASELINE,CLINIC PLUS…. SUB BRANDS – >100 LIKE – SURF EXCEL,
WHEEL, KWALITY WALLS, BROOK BOND, SUNSILK , FAIR N LOVELY ETC………
2BRAND MANAGEMENT
FOR CORPORATE BRAND HUL◦ NAME HUL◦ COLOUR BLUE DARK BLUE◦ LOGO & SYMBOL◦ PACKAGING ◦ SLOGANS/JINGLES
FAMILY BRANDS AND MEGA BRANDS HAVE THEIR SPECIFIC ELEMENTS ◦ PONDS – PINK DARK AND ROSY COLOURS ◦ SURF EXCEL , RIN – BLUE ◦ KWALITY WALLS – DARK RED ETC
EVERY ADVERTISEMENT MENTIONS THE CORPORATE BRAND IN THE END ALWAYS
3BRAND MANAGEMENT
DETERGENTS
SUN PROTECTION- (PONDS ETC) ICE CREAMS- (KWALITY WALLS)
LIP CARE-(VASELINE)
NATURAL PRODUCTS – (FAIR & LOVELY,DOVE) TEA GARDENS
PICLES & JAM (KISSAN )
MARINE PRODUCTS
LOVE FOR SKIN (PONDS, LAKME, DOVE) ENHANCE LIVELYHOOD
COCONUT OIL (NIHAR)
4BRAND MANAGEMENT
BEE : EVERY SMALL ACTION MAKES A BIG DIFFERENCE
REDUCED ENVIRONMENT IMPACT
PATENTS
BRAND LEVEL
PROJECT SHAKTI–(Rural Women empowerment) Cinema van operations( film captions & adds) Goal of doubling size with improving environmental footprint PERFECT STORES (POP) MARKETING BUDGET - 2556.58CR (9-10)
PRODUCT LEVEL
COLABORATION WITH PEPSI FOR BEVERAGES ICE CREAM PARLOURS (SWIRL’S) ‘Is it love? No it’s Dove’ ads? & Lifebuoy Eg 'Wheel' re-launch with better formulation, packaging & fresh
communication. FRANCHISED LAKME BEAUTY SALONS TO LAKME STUDIO &
LAKME FASHION WEEK (SIGNATURE CAMPAIGN)
5BRAND MANAGEMENT
VAST PRODUCT PORTFOLIO ACQUISITION (SAVLON BRAND etc) LINE PRUNING, BRAND RESTRUCTURING
AND CONSOLIDATION CORPORATE STRATEGY TO BE A MARKET
LEADER (RESULT) MEGA BRANDS SKU’S IN EVERY PRICE SEGMENTS UPGRADE CUSTOMERS EVEN AT OWN
BRAND CANNIBALIZATION CAUSE MARKETING
6BRAND MANAGEMENT
HUL – DREAM EMPLOYER(ALL TOP B SCHOOLS)◦ CUSTOMER AND BRAND LOYALTY AWARD 2010◦ DOMINATED THE MOST TRUSTED BRAND SURVEY WITH 3
BRANDS IN TOP 10 AND 7 IN TOP 20◦ VALUE FOR MONEY COMPANY ◦ MOST PREFFERED HOME CARE & PERSONAL CARE
COMPANY ◦ Hul products enhance image of Retail stores
Lifebouy : Earlier hygiene (Now family health) Lux : Beautiful skin like Ash Pepsodent : Germ control Close up : Freshness
7BRAND MANAGEMENT
BRAND MANAGEMENT 8
PRODUCT LINE & PRODUCT MIX
9BRAND MANAGEMENT
Brand Elements Brand Name - PONDS Logo – Company Name Spokesperson – Priyanka Chopra Jingle – “Googly Woogly Woosh” Associations - Bright Colors (Pink, Rosy, Orange,
Purple, Yellow etc.)Values attached to PONDS
• Softness• Glow• Nourishment• Aroma/Fragrance
•Promotional Campaigns:- “Googly Woogly Woosh”, “Roop Ki Dhoop” and “Pond's Sapno ki Rajkumari Contest” to strengthen the values attached to it•Association with bright & soft colors•Extension into the related categories: Creams – Moisturizer - Facewash – towelettes
Brand Name : Surf Excel
Type of Brand : Family Brand
Company Name : Hindustan Unilever Limited
Competitors : Tide, Ariel, Nirma
Colour: Blue, Pink, Green
Logo :
Famous Campaigns : Daag ache hai , Lalitajee campaign, World Cup campaign
Attribute Brand Value
Target Market : Upper and Lower middle class, Upper class
Spokesperson : Revathi, Shabana Azmi
Variants : Quick wash, Blue. Matic
Brand Elements
Attribute Correlation
Remove Tough Stains
Good
Gentle on hands
No correlation
Smells Fresh Good
Change from rational appeal to emotional appeal marketing strategies For e.g – Sasti aur achi cheez mein farak hota hai to daag dhoondte
reh jaaonge to Daag ache hai Forum for mothers posting opinions Expert Article Competitive pricing strategies Ad campaign “Do bucket paani ab roz hai bachana” Entry into bar soap market by
campaign “Good News, Bad news” “Dirt is Good” as a premium
communication strategy.
BIGGEST FMCG COMPANY TO SOCIALLY RESPONSIBLE AND ENVIRONMENT FRIENDLY.
RESTRUCTURING/REJUVENATION OF BRANDS TO ENHANCE THE PERCEIVED BENEFITS & VALUES.
TO REMAIN ON TOP OF MIND ACROSS CATEGORY.
22BRAND MANAGEMENT
BRAND MANAGEMENT 23
24BRAND MANAGEMENT
BRAND MANAGEMENT 25
TO MANAGE AND IMPROVE BRAND EQUITY. (BRAND EXTENSION PLANS ETC)
FROM MASS MARKET TO PREMIUM NICHE MARKETS IN CERTAIN SEGMENTS
INCREASING THE RURAL FOOT PRINT CONSTANT INNOVATION , MARKETING AND
PROACTIVE DYNAMIC APPROACH.
26BRAND MANAGEMENT