Hul’s re launch of ayush to combat patanjali

1. HUL’S Re-launch of Ayush to
Combat Patanjali
PRESENTED BY

2. Introduction
 They decided to keep their prices low.
 Their brand name “Sahi Ayurveda” helped them to get a strong brand
position.
 Appointing Akshay kumar as their brand ambassdor also helped them to get
more market attention.

3. Characteristic Advantages
 The challenge HUL faces is clear.
 HUL has inherent advantages.
 Understanding Patanjali’s weak areas.

4. Strategies for HUL
 Identify specific segments.
 Focus on Brand Ayush.
 A distinct marketing mix is needed to deliver the push the brand deserves.
 To overcome this HUL needs to look at specialised and unique stores.

5. Reinvented Marketing
 Product.
 Pricing.
 Channel.

6. Promotions
 Reach out to target audience through FM radio, digital media, brand
communities, mobile messaging.
 Customer surveys can be conducted more frequently in the initial
phase.
 Personalised selling.
 Create associations with the target audience through college fests and
sponsorships.

7. Conclusion
 Its deep understanding of the Indian market, HUL should take up the
challenge and treat this as an opportunity for growth.
 Patanjali helped expand this nascent category.
 the market as the category was virtually non-existent.
 Patanjali has created some disruption.