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Hindustan lever ltd  brand stratergy OF MARKETING  BY BABASAB PATIL
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Hindustan lever ltd brand stratergy OF MARKETING BY BABASAB PATIL

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Hindustan lever ltd brand stratergy OF MARKETING BY BABASAB PATIL

Hindustan lever ltd brand stratergy OF MARKETING BY BABASAB PATIL


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  • 1. 1 Babasabpatilfreepptmba.com 10/10/2013
  • 2. Competitor strategy  HLL- HUL  HUL – India’s largest consumer product company formed in 1933 by Lever brothers in India  HUL- market product leader in India (Fair n lovely) 2 Babasabpatilfreepptmba.com 10/10/2013
  • 3. About it  The fairness cream brand was developed by Hindustan Lever Ltd (now Hindustan Unilever Ltd) in 1975.The product was then marketed nationally in 1978,  In 1988, the brand went international, and is now available in 40 countries.  In the late 1990s, the brand message was that a woman could make her own destiny 3 Babasabpatilfreepptmba.com 10/10/2013
  • 4. Cont…  In 2007, the brand tweaked its approach to the Power of Beauty platform.  In skin care analysis the H.U.L market share is about 53% 4 Babasabpatilfreepptmba.com 10/10/2013
  • 5. Skin care Products  Fair n Lovely  Vaseline  Lakme  Ponds  Aviance 5 Babasabpatilfreepptmba.com 10/10/2013
  • 6. Fair and Lovely  Launched in 1975  76 percent of the market share  South Contributes largest in sales (36%)  West and North Contributes 23% in sales approximately.  East contributes 18% in sales 6 Babasabpatilfreepptmba.com 10/10/2013
  • 7. Trends  Fair n Lovely Foundation aims at economic empowerment of women across India.  Supports in areas of education, career and enterprises. People – Target Group Target market is:  Young Women aged 18- 35  Middle class (Urban and Rural) Babasabpatilfreepptmba.com 7 10/10/2013
  • 8. Pricing strategy  Fair & Lovely Anti Marks – 25 gm = Rs. 43/- - 50 gm = Rs. 80/ Fair & Lovely Skin Clarity – 50 gm = Rs. 65/ Fair & Lovely Multi Vitamin – 25 gm = Rs. 35/- 80 gm = Rs. 96/- 50 gm = Rs. 66/ Fair & Lovely Ayurveda – 9 gm = Rs. 7/- 25 gm = Rs. 35 / Fair & Lovely Winter Fair – 25 gm = Rs. 37/- 50 gm = Rs. 68 /8 Babasabpatilfreepptmba.com 10/10/2013
  • 9. Place. Promotion  Retail outlets TV Campaign  Cosmetics Stores Fairness Meter  Chemists  Hyper markets  Super markets 9 Babasabpatilfreepptmba.com Fair n Lovely scholarship program 2007 on R world 10/10/2013
  • 10. For Women 10 Babasabpatilfreepptmba.com For Men 10/10/2013
  • 11. A PRODUCT OF INNOVATIVE BEAUTY SOLUTIONS PVT LTD 11 Babasabpatilfreepptmba.com 10/10/2013
  • 12. Target Customers Specially designed for our respected members of the third gender. Sizeable population of 2.5 million in India and 90 million in the world. Largely untapped market. Many of them reaching new heights of success. Most are public performers and entertainers. Need to maintain good looks to fit their job profile. 12 Babasabpatilfreepptmba.com 10/10/2013
  • 13. Cost Analysis Cost Analysis Particulars Operating Cost Administration Cost Promotion Expenses Selling & Distribution Cost Advertisement Expenses R&D Cost Sundry Expenses 13 Babasabpatilfreepptmba.com Total Amount (In Crores) 5.00 0.20 0.20 0.70 0.30 2.00 0.10 8.50 10/10/2013
  • 14. PROMOTIONAL STRATEGIES 1. ADVERTISING 2. PUBLIC RELATIONS 3. SALES PROMOTIONALS 4. PERSONAL SELLING 5. AIDA COMMUNICATION MODEL 14 Babasabpatilfreepptmba.com 10/10/2013
  • 15. PUSH STRATEGY 15 Babasabpatilfreepptmba.com 10/10/2013
  • 16. PRICING STRATEGIES PRODUCT TYPES UNITS MAXIMUM RETAIL PRICE CASE RATE TRANSFAIR (SACHET 15gm) 120 Pcs. Rs 5/- Rs 500 TRANSFAIR (50 gm TUBE) 40 Pcs. Rs 25/- Rs 750 TRANSFAIR (100 gm TUBE) 25 Pcs. Rs 45/- Rs 1000 SCHEME SLAB DISCOUNT RATE 1 CASE – 10 CASES 5% 11 CASES – 15 CASES 7.5% 16 CASES AND ABOVE 10% • NO DISCOUNT ON PURCHASE OF TRANSFAIR (SACHET 15gm) • Extra Cash Discount of 1% will be allowed 16 Babasabpatilfreepptmba.com 10/10/2013
  • 17. GARNIER  Garnier plans to foray into the men cosmetic segment as if has huge untapped potential. The Launch of the “Garnier Men” range is a measure in this direction with the first product line as Garnier PowerLight. Garnier PowerLight aims at targeting the “fairness cream for men”  products under the PowerLight range are: 1. Garnier Powerlight Intensive Fairness Face Wash 2. Garnier PowerLight Intensive Fairness Moisturiser SPF 15 3. Garnier PowerLight Oil Control + 17 Fairness Moisturiser MARKET ANALYSIS 2.1. Babasabpatilfreepptmba.com 10/10/2013
  • 18. Cont…  The current market size of Men’s fairness cream is 200 Crores. The early 2000s had witnessed an increased interest in personal grooming among men. According to a survey  Growth The growth rate of cosmetics industry is seen to be 15% p.a. The fairness cream market is growing at the rate of 25% p.a. In India, Kerala has the highest growth rate of 40.67%. Gujarat and Bihar are the next two highest growing markets 18 Babasabpatilfreepptmba.com 10/10/2013
  • 19. COMPETITOR ANALYSIS  Garnier faces competition from various competitors as mentioned below: 1. Other fairness cream companies  2. Skin Clinics  3. Ayurvedic Products  4. Homemade solutions (face packs) 19 Babasabpatilfreepptmba.com 10/10/2013
  • 20. The other fairness creams which are present in the market are as under:  1. Fair and Handsome - Emami  2. Nivea for Men  3. Fair Ever - Hindustan Lever Limited's (HLL)  4. Fair One - Shahnaaz Hussain (Elder Healthcare Ltd)  5. Kaya skin clinic  6. Products by international brands like Clarins and Shiseido. 7. Fair and Lovely Menz Active - Hindustan Lever Limited's (HLL)  8. Himalaya Ayurvedic Fairness Cream 20 Babasabpatilfreepptmba.com 10/10/2013
  • 21.  the brand ambassador for  Powerlight. Bollywood actor John Abraham 21 Babasabpatilfreepptmba.com 10/10/2013
  • 22. POND’S  Pond's Cream is a brand of beauty and health care products that is produced by the multinational company Unilever. Pond's Cream was invented in the U.S.A as a medicine by scientist Theron.  Gross sales by segament Rs crore % sales.  Skin care that’s ponds has created high competition of profit in market in the year 2007 its about 30% to 70% and goes up to 80% in 2010 year. 22 Babasabpatilfreepptmba.com 10/10/2013
  • 23.  Revenue margin. BRAND AMBASSADOR  Skin care that’s ponds has created high competition in revenue margin which shows average level from 40% to 70% from year 2007 to 2010  the ponds market share is about 53% which is higher than other competitors of same about 7.5% which shows perfect Babasabpatilfreepptmba.com margin. 23 10/10/2013
  • 24. Nivea Skin Creme (An Introduction)  The name NIVEA - Latin word “nivis” meaning snow - reflecting the snow  white color of NIVEA Crème’s association with purity.  Nivea Crème - created by a team of dermatologists –1911  Over 98% of the ingredients within NIVEA Creme are natural.  It was claimed as - "the world's first long-lasting skin cream."  Every second, a pot of NIVEA Creme is sold .  Enough tubs of NIVEA Creme have been sold to supply one pot to every  person who’s ever been alive or is alive now.  NIVEA Creme is sold in some 160 countries around the world 24 Babasabpatilfreepptmba.com 10/10/2013
  • 25.  NIVEA - primarily through Creme NIVEA - acquired a unique, universal  brand image as a caretaker of skin.  Market research at the time showed only 66% of UK women used a facial cleanser  Whilst only 27% has a face care regime All these attributes are strongly associated with the NIVEA Brand ,curtsy - Creme NIVEA 25 Babasabpatilfreepptmba.com 10/10/2013
  • 26. Lakme Body Care Products  Lakme Intense Body Milk Sweet almond oil softens and nourishes the skin. Fortified with antioxidants like Vitamin E, that circumstances the skin. Pack Size 60 ml: $ 12 Free Shipping Worldwide 26 Babasabpatilfreepptmba.com 10/10/2013
  • 27. MARKET SHARE  Revlon has a market share of 80% in the premium market. Lakme is the overall market leader in the colour cosmetic with a wide range of products and The organised colour cosmetics market is estimated at Rs 340prices, both. Revlon's sales account for Rs 60 crore of that.crore currently. Lakme leads the marke with sales of Rs 100 crore. 27 Babasabpatilfreepptmba.com 10/10/2013
  • 28. Lakme Peach Milk Moisturiser Natural peach extract contains Vitamins and Pectin which tone and hydrate skin, giving it a natural glow. AHA's and Antioxidants (Vitamin C and E) work to situation and rejuvenate your skin. Pack Size 60 ml: $ 14 Free Shipping Worldwide 28 Babasabpatilfreepptmba.com 10/10/2013
  • 29. Lakme Strawberry Cr eme ` 29 Babasabpatilfreepptmba.com A mixture of real strawberry extracts and active moisture balancer ensure the best possible level of moisture for your skin. It is fortified with UV filters to look after against skin harmful elements. Offers noticeably soft, fragrant skin that glows with health. Pack Size50g : $ 20 10/10/2013
  • 30. Products Fair & Lovely Anti Marks Fair & Lovely Herbal Fair & Lovely Oil Control Fair & Lovely Sachets 30 Babasabpatilfreepptmba.com 10/10/2013
  • 31. Personal care Herbal range 31 Babasabpatilfreepptmba.com Multivitamin cream Multivitamin facial cleansers 10/10/2013
  • 32. 32 Babasabpatilfreepptmba.com 10/10/2013