Nirma vs Wheel War
ASSIGNMENT on MARKETING MANAGEMENT
Case Study
(Detergent Wars-Wheel v/s Nirma)
Submitted to:
Prof.Dhruv Chak Submitted by: Ankita Beri PGDM-I Sec.-A Roll no.-022
Assignment:
1. Based on the case study above, critically examine HUL’s Marketing strategy for Wheel since its inception and the reasons for the success of the brand.
2. Assume you are the new Marketing head of HUL. Will the present value proposition, positioning and marketing strategy for Wheel hold good for the next 5 years? If not, suggest changes you would initiate. In either case give reasons for your answer.
ANS-1
HUL’s Marketing strategy for WHEEL since its inception
VALUE additions, price cuts, improved technology. Hindustan Lever's detergent division and R&D have been on an `upgrading' mission since its epiphany of Nirma’s emergence as a potential threat with regards to competition, simultaneously trying to balance the price-value equation for its consumers.
Hindustan Unilever or the then called Hindustan Lever Limited (HLL) used to be an undisputed leader in the FMCG sector as a whole, leave alone only the detergent market. However, it catered only to the elite class of customers leaving the Bottom of pyramid open. This is where Nirma moved in and caught Surf-HLL’s detergent brand, offguard. Karsanbhai Patel introduced Nirma detergent which was targeted at and priced for, lower income customers, particularly those in the rural areas. As Nirma grew rapidly, HLL could see its local competitor winning in a market it had initially disregarded. Ultimately, Nirma’s instant success forced HLL to take notice of it’s new competitor.
HLL’s strategy to combat the growing
Case Study
(Detergent Wars-Wheel v/s Nirma)
Submitted to:
Prof.Dhruv Chak Submitted by: Ankita Beri PGDM-I Sec.-A Roll no.-022
Assignment:
1. Based on the case study above, critically examine HUL’s Marketing strategy for Wheel since its inception and the reasons for the success of the brand.
2. Assume you are the new Marketing head of HUL. Will the present value proposition, positioning and marketing strategy for Wheel hold good for the next 5 years? If not, suggest changes you would initiate. In either case give reasons for your answer.
ANS-1
HUL’s Marketing strategy for WHEEL since its inception
VALUE additions, price cuts, improved technology. Hindustan Lever's detergent division and R&D have been on an `upgrading' mission since its epiphany of Nirma’s emergence as a potential threat with regards to competition, simultaneously trying to balance the price-value equation for its consumers.
Hindustan Unilever or the then called Hindustan Lever Limited (HLL) used to be an undisputed leader in the FMCG sector as a whole, leave alone only the detergent market. However, it catered only to the elite class of customers leaving the Bottom of pyramid open. This is where Nirma moved in and caught Surf-HLL’s detergent brand, offguard. Karsanbhai Patel introduced Nirma detergent which was targeted at and priced for, lower income customers, particularly those in the rural areas. As Nirma grew rapidly, HLL could see its local competitor winning in a market it had initially disregarded. Ultimately, Nirma’s instant success forced HLL to take notice of it’s new competitor.
HLL’s strategy to combat the growing