Facilitators  : Ketan Garg MBA 20019-11
<ul><li>CORPORATE BRAND – UNILEVER  </li></ul><ul><li>INDIAN SUBSIDIARY CORPORATE BRAND – HINDUSTAN UNILEVER LTD ( “Add vi...
<ul><li>FOR CORPORATE BRAND HUL </li></ul><ul><ul><li>NAME     HUL </li></ul></ul><ul><ul><li>COLOUR BLUE DARK BLUE </li><...
DETERGENTS SUN PROTECTION- (PONDS ETC) ICE CREAMS- (KWALITY WALLS) LIP CARE-(VASELINE) NATURAL PRODUCTS – (FAIR & LOVELY,D...
<ul><ul><ul><ul><ul><li>BRAND LEVEL  </li></ul></ul></ul></ul></ul><ul><li>PROJECT SHAKTI–(Rural Women empowerment) </li><...
<ul><li>VAST PRODUCT PORTFOLIO </li></ul><ul><li>ACQUISITION (SAVLON BRAND etc) </li></ul><ul><li>LINE PRUNING, BRAND REST...
<ul><li>HUL –  DREAM EMPLOYER(ALL TOP B SCHOOLS) </li></ul><ul><ul><li>CUSTOMER AND BRAND LOYALTY AWARD 2010 </li></ul></u...
<ul><li>PRODUCT LINE & PRODUCT MIX </li></ul>BRAND MANAGEMENT
BRAND MANAGEMENT
<ul><li>Brand Elements   </li></ul><ul><li>Brand Name - PONDS </li></ul><ul><li>Logo – Company Name </li></ul><ul><li>Spok...
 
 
 
 
 
 
Brand Name  : Surf Excel  Type of Brand  : Family Brand Company Name  : Hindustan Unilever Limited Competitors  : Tide, Ar...
 
 
<ul><li>Change from rational appeal to emotional appeal marketing strategies </li></ul><ul><li>For e.g –  Sasti aur achi c...
 
<ul><li>BIGGEST FMCG COMPANY TO SOCIALLY RESPONSIBLE AND ENVIRONMENT FRIENDLY. </li></ul><ul><li>RESTRUCTURING/REJUVENATIO...
BRAND MANAGEMENT
BRAND MANAGEMENT
BRAND MANAGEMENT
<ul><li>TO MANAGE AND IMPROVE BRAND EQUITY. (BRAND EXTENSION PLANS ETC) </li></ul><ul><li>FROM MASS MARKET TO PREMIUM NICH...
 
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Hindustan unilever limited

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Complete analysis of Hul product matrix.

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  • HLL developing a brand portfolio . first identifies positioning opportunities across benefits, target groups and price points. Existing brands are mapped across these positioning opportunities, and gaps for possible new offers are explored. The company then estimates the likely volumes for each of the possible opportunity and the financial viability and sustainability of the propositions in the long term. If some of these gaps look promising, HLL goes ahead with the plans. It examines the existing set of brands with the company, the product technologies available, the benefits that can be provided and other considerations that have a bearing on the company’s long term interests in the business. Finally, if the company decides to go in for the new offer, a decision has to be taken as to whether new brands should be created or extensions if existing brands should be preferred or ongoing brands from the market acquired.
  • Hindustan unilever limited

    1. 1. Facilitators : Ketan Garg MBA 20019-11
    2. 2. <ul><li>CORPORATE BRAND – UNILEVER </li></ul><ul><li>INDIAN SUBSIDIARY CORPORATE BRAND – HINDUSTAN UNILEVER LTD ( “Add vitality to Life”) </li></ul><ul><li>MEGA BRANDS – LUX, PONDS, LAKME,DOVE,KISSAN, LIFEBOUY……. </li></ul><ul><li>FAMILY BRANDS – VASELINE,CLINIC PLUS…. </li></ul><ul><li>SUB BRANDS – >100 LIKE – SURF EXCEL, WHEEL, KWALITY WALLS, BROOK BOND, SUNSILK , FAIR N LOVELY ETC……… </li></ul>BRAND MANAGEMENT
    3. 3. <ul><li>FOR CORPORATE BRAND HUL </li></ul><ul><ul><li>NAME HUL </li></ul></ul><ul><ul><li>COLOUR BLUE DARK BLUE </li></ul></ul><ul><ul><li>LOGO & SYMBOL </li></ul></ul><ul><ul><li>PACKAGING </li></ul></ul><ul><ul><li>SLOGANS/JINGLES </li></ul></ul><ul><li>FAMILY BRANDS AND MEGA BRANDS HAVE THEIR SPECIFIC ELEMENTS </li></ul><ul><ul><li>PONDS – PINK DARK AND ROSY COLOURS </li></ul></ul><ul><ul><li>SURF EXCEL , RIN – BLUE </li></ul></ul><ul><ul><li>KWALITY WALLS – DARK RED ETC </li></ul></ul><ul><ul><li>EVERY ADVERTISEMENT MENTIONS THE CORPORATE BRAND IN THE END ALWAYS </li></ul></ul>BRAND MANAGEMENT
    4. 4. 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) BRAND MANAGEMENT BEE : EVERY SMALL ACTION MAKES A BIG DIFFERENCE REDUCED ENVIRONMENT IMPACT PATENTS
    5. 5. <ul><ul><ul><ul><ul><li>BRAND LEVEL </li></ul></ul></ul></ul></ul><ul><li>PROJECT SHAKTI–(Rural Women empowerment) </li></ul><ul><li>Cinema van operations( film captions & adds) </li></ul><ul><li>Goal of doubling size with improving environmental footprint </li></ul><ul><li>PERFECT STORES (POP) </li></ul><ul><li>MARKETING BUDGET - 2556.58CR (9-10) </li></ul><ul><ul><ul><ul><ul><li>PRODUCT LEVEL </li></ul></ul></ul></ul></ul><ul><li>COLABORATION WITH PEPSI FOR BEVERAGES </li></ul><ul><li>ICE CREAM PARLOURS (SWIRL’S) </li></ul><ul><li>‘ Is it love? No it’s Dove’ ads? & Lifebuoy Eg </li></ul><ul><li>'Wheel' re-launch with better formulation, packaging & fresh communication. </li></ul><ul><li>FRANCHISED LAKME BEAUTY SALONS TO LAKME STUDIO & LAKME FASHION WEEK (SIGNATURE CAMPAIGN) </li></ul>BRAND MANAGEMENT
    6. 6. <ul><li>VAST PRODUCT PORTFOLIO </li></ul><ul><li>ACQUISITION (SAVLON BRAND etc) </li></ul><ul><li>LINE PRUNING, BRAND RESTRUCTURING AND CONSOLIDATION </li></ul><ul><li>CORPORATE STRATEGY TO BE A MARKET LEADER (RESULT) MEGA BRANDS </li></ul><ul><li>SKU’S IN EVERY PRICE SEGMENTS </li></ul><ul><li>UPGRADE CUSTOMERS EVEN AT OWN BRAND CANNIBALIZATION </li></ul><ul><li>CAUSE MARKETING </li></ul>BRAND MANAGEMENT
    7. 7. <ul><li>HUL – DREAM EMPLOYER(ALL TOP B SCHOOLS) </li></ul><ul><ul><li>CUSTOMER AND BRAND LOYALTY AWARD 2010 </li></ul></ul><ul><ul><li>DOMINATED THE MOST TRUSTED BRAND SURVEY WITH 3 BRANDS IN TOP 10 AND 7 IN TOP 20 </li></ul></ul><ul><ul><li>VALUE FOR MONEY COMPANY </li></ul></ul><ul><ul><li>MOST PREFFERED HOME CARE & PERSONAL CARE COMPANY </li></ul></ul><ul><ul><li>Hul products enhance image of Retail stores </li></ul></ul><ul><li>Lifebouy : Earlier hygiene (Now family health) </li></ul><ul><li>Lux : Beautiful skin like Ash </li></ul><ul><li>Pepsodent : Germ control </li></ul><ul><li>Close up : Freshness </li></ul>BRAND MANAGEMENT
    8. 8. <ul><li>PRODUCT LINE & PRODUCT MIX </li></ul>BRAND MANAGEMENT
    9. 9. BRAND MANAGEMENT
    10. 10. <ul><li>Brand Elements </li></ul><ul><li>Brand Name - PONDS </li></ul><ul><li>Logo – Company Name </li></ul><ul><li>Spokesperson – Priyanka Chopra </li></ul><ul><li>Jingle – “Googly Woogly Woosh” </li></ul><ul><li>Associations - Bright Colors (Pink, Rosy, Orange, Purple, Yellow etc.) </li></ul><ul><li>Values attached to PONDS </li></ul><ul><li>Softness </li></ul><ul><li>Glow </li></ul><ul><li>Nourishment </li></ul><ul><li>Aroma/Fragrance </li></ul><ul><li>Promotional Campaigns:- “Googly Woogly Woosh”, “Roop Ki Dhoop” and “Pond's Sapno ki Rajkumari Contest”   to strengthen the values attached to it </li></ul><ul><li>Association with bright & soft colors </li></ul><ul><li>Extension into the related categories: Creams – Moisturizer - Facewash – towelettes </li></ul>
    11. 17. 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
    12. 20. <ul><li>Change from rational appeal to emotional appeal marketing strategies </li></ul><ul><li>For e.g – Sasti aur achi cheez mein farak hota hai to daag dhoondte reh jaaonge to Daag ache hai </li></ul><ul><li>Forum for mothers posting opinions </li></ul><ul><li>Expert Article </li></ul><ul><li>Competitive pricing strategies </li></ul><ul><li>Ad campaign “ Do bucket </li></ul><ul><li>paani ab roz hai bachana” </li></ul><ul><li>Entry into bar soap market by </li></ul><ul><li>campaign “ Good News, Bad news ” </li></ul><ul><li>“ Dirt is Good” as a premium </li></ul><ul><li> communication strategy. </li></ul>
    13. 22. <ul><li>BIGGEST FMCG COMPANY TO SOCIALLY RESPONSIBLE AND ENVIRONMENT FRIENDLY. </li></ul><ul><li>RESTRUCTURING/REJUVENATION OF BRANDS TO ENHANCE THE PERCEIVED BENEFITS & VALUES. </li></ul><ul><li>TO REMAIN ON TOP OF MIND ACROSS CATEGORY. </li></ul>BRAND MANAGEMENT
    14. 23. BRAND MANAGEMENT
    15. 24. BRAND MANAGEMENT
    16. 25. BRAND MANAGEMENT
    17. 26. <ul><li>TO MANAGE AND IMPROVE BRAND EQUITY. (BRAND EXTENSION PLANS ETC) </li></ul><ul><li>FROM MASS MARKET TO PREMIUM NICHE MARKETS IN CERTAIN SEGMENTS </li></ul><ul><li>INCREASING THE RURAL FOOT PRINT </li></ul><ul><li>CONSTANT INNOVATION , MARKETING AND PROACTIVE DYNAMIC APPROACH. </li></ul>BRAND MANAGEMENT
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