Hindustan Lever LimitedHindustan Lever Limited

•India's largest consumer products company

•Lever Brothers India Limited

•Anglo-Dutch company Unilever

HLL

Home and Personal Care

Personal Wash

Laundry

Skin Care

Hair Care

Oral Care

Deodorants

Colour Cosmetics

Ayurvedic Personal & Health Care

Foods

Tea

Coffee

Foods

Ice Cream

Water

Pureit

Clinic

Clinic Plus

Clinic Plus Ayurveda

Clinic plusClinic plus

• India’s largest selling shampoo.

• Launched in 1987

• Relaunched with five in one benefit

• Variant-ayurveda.

• Line Extension type of branding

Mktg share and brand shareMktg share and brand share

Market Share

Hindustan LeverLimited

Cavin Care

Others

Competitive environmentCompetitive environment• Market challengers

1. Rejoice

2. Chik

• Niche

1. Dabur

2. Himalaya

• Profitable markets

1. Urban, Semi urban and rural

……competitive strategiescompetitive strategies

• Position defense.

• Counter offensive strategy against P &G

• Low pricing

ProductProduct

• Segmentation of the product

• Positioning of the product • Differentiation – Clinic Plus and Clinic Plus

Ayurveda

economy

popular

premium

PlacePlace

• Rural

• Urban

• Semi Urban

PricePrice

Type

Sachet 7.5 ml Rs. 2

Bottles• 25 ml•100 ml•200 ml•300 ml•200 ml

Rs. 5Rs. 30Rs. 55Rs. 90Rs. 60

Bubble pack 30 ml Rs. 8

Quantity Price

Clinic Plus Ayurveda

PromotionPromotion

• Promotion strategies1. Reduction in prices

2. Buy one get one free

3. Bubble pack

4. 25 ml for Rs. 5

How to reach out to customersHow to reach out to customers1. Hair saloons• Concept• Motive• Idea2. Health clubs• Concept• Motive • Idea3. Weekly bazaars• Concept• Motive• Idea

BCG matrixBCG matrix

????

Cash Cows Dogs

MarketGrowthRate

Relative Market Share

BuildBuild

Hold Divest

10 %

20 %

Barrier MatrixBarrier Matrix

HIGH

LOW

LOW HIGH