Hindustan Lever Ltd. IS NOW Hindustan Unilever Ltd.
INTRODUCTIONIndians largest Fast Moving Consumer Goods company with 80 factories across India. Hindustan Unilever Limited ‘HUL’, formerly Hindustan Lever Limited (renamed in late June 2007 as HUL) The Anglo-Dutch company Unilever owns The mission – “add vitality to life.Sales growth in 2011-12 is 17%Pepsodent and Close Up together accounted for 22% share in 2011-12Annual turnover - Rs.22,116 corersShare price Rs 459.20 Product Mix• HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India. Personal Care Brands FoodNutrition Brands Home Care Brands Lux, lifebuoy, Dove Personal wash Pears, Rexona, Breeze, Surf excel Laundry Wheel Sunlight Fair & lovely Skin care Ponds Vaseline Sunsilk Hair care ClinicHindustan Unilever ltd Pepsodent Oral care Closeup Axe Deodorants Rexona Color cosmetics Lakme Ayurvedic Ayush • Pepsodent has established itself as a strong, reliable brand commanding the second place in terms of market share next to Colgate from Colgate-Palmolive Ltd.• The product line of Pepsodent is wide spread right from lower end to the higher end addressing the basic needs of decay protection & advanced whitening to specific medical needs with Pepsodent G gum care and Pepsodent Sensitive.• The customer expectations of the toothpaste market are good taste, fresh breath, clean teeth, more foam and proper cleaning.• Endorsed by FDI ( the largest dental association globally)• Among the most trusted brands in India (Brand Equity, Economic Times, India) SEGMENTATION • Rural Areas Geographic • Urban Areas • Normal Behavioral • Whitening • Complete Care • Pepsodent G Demographic • Pepsodent Kids • Pepsodent Milk Teeth Strawberry Geographic Segmentation • The urban market for toothpaste is almost stagnant. • Hence for deeper penetration in the rural markets they have taken the following measures Smaller 100gms packs priced at 10 rupees Tooth campaigns at various schools in villages. Behavioral Segmentation• Variants to suit different consumer preferences• G for Gum Care• Germicheck for Cavities• Whitening for White teeth Age• Pepsodent Kids 1. Barbie (pink color) 2. Superman (Blue color) 3. Tom & Jerry (Orange color) • Most of Pepsodents products are sold in the urban areas.• The sales from the Urban areas constitutes approximately 80% of their income.• Pepsodent spread awareness of the benefits of oral hygiene. This awareness would therefore help increase its sales, in the rural areas TARGET MARKET SELECTION• Pepsodent is currently into Selective Specialization• Pepsodent Kids for kids• Smaller and cheaper variants for rural markets• Pepsodent complete for the educated urban consumer • This type of Targeting means targeting different markets with different prducts. Pepsodent positioning:• Pepsodent was launched in 1993 by HUL to capture the market from Colgate.• It was launched in the platform of Germ fighting property.• Pepsodent have experimented with its positioning althrough its life.• Ad Campaigns to supplement this positioning: Lasting Protection for hours Germ Fighting Campaign Dental Insurance Dishum Dishum Bhoot Campaign Inclusion of a germ indicator with a pack ofpepsodent. HLL struck back with the famous Dishum dishumcampaign The insight for this campaign was thatMothers were really worried about the eatinghabits of their kids.From that insight came the Big Idea " let Pepsodentfight germs for You". The campaign and the smartpricing virtually killed the regional brands in the oralcare market. Pepsodent knew that they should expand the total market of toothpaste and hence decided to increase market by increasing the usage of the product. Thus they came up with the bhoot campaign. Pepsodent aims to teach the kids to brush at night, (with pepsodent of course)research shows that brushing teeth at night can reduce chances of tooth decay by 30%. And...
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