Product mix of the active wheel along with its detailing on benefits, product life cycle in details and its strategies.

1. Names
Poulomi Bhattacharya
Sovan Ghosh

2. Active wheel
 Active Wheel is a laundry detergent manufactured by Hindustan Unilever
Limited
 Active Wheel falls in the category of Fast Moving Consumer
Goods in home care segment
 This product was created specifically by Hindustan Unilever to counter
Nirma, the low cost detergent
The brand Active Wheel is endorsed by Vidya Balan & Salman Khan

4. Product Mix (Active wheel)
 Active Wheel is one of the largest detergent brands in India in terms of sale volumes
 It provides freshness and deep cleaning to its user
 It is one of the most trustworthy and prestigious brands from its parent company
5 levels of Product
 Potential product
 Augmented Product
 Expected Product
 Basic Product
 Core Benefit

5.  Core Benefit
 Active wheel that easily washes away the tough dirt. The clothes are no longer squeaky clean but also
fragrant fresh
 Generic Product
 It comes with a pleasing fragrance of orange and lemon and jasmine and lemon which is very effective in
removing dirt with minimum effort
 Expected Product
 A low cost detergent for the household which available of various fragrance and gentle on hands with latest technology
that easily wash away dirt
 Detergent which doesn’t cause any harm to clothes
 It is available in packet packaging of half kg and one kg

8.  Presently the market share of wheel has fall from 16.2 to 15.2 in the last quarter
 Ghari who is the competitor of wheel along giving sale of 3700 cr and its market share which is 22%
remained unchanged
Decline Stage
Maturity Stage
 Active Wheel is the market leader in Bangladesh, Nepal & Sri Lanka (as Sunlight) in its segment
 It is ranked #5 in the Most Trusted Brands in the Fabric Care Category as per ET Brand Equity 2016
 And currently used by close to 200 million households across South Asia

9.  Active Wheel has adopted the consumer marketing channel to reach to its consumer
 Active wheel has 3 level marketing channel as it is under FMCG segment and its for
mass consumer
Place Mix
 This brand started off its journey in India but today is available in most of the parts in
Southern Asia

10.  Active Wheel has a Pan-India presence that has spread to every nook and corner
of India and this has been possible because of the strong and widespread
distribution network of its parent company HUL
 HUL knowledge of their target market helps to determine the best place for Active
Wheel to be sold

11.  Hul used economic pricing strategy for active wheel
 Active Wheel used low cost model to target mass segment
 Active wheel has come up with this pricing to survive and to compete
 For profit maximization HUL used their distribution channel to reach rural areas
 In the detergent segment HUL is holding 34% market share where as Active Wheel has 15.2% market
share

12.  Active Wheel sells its product in different packet sizes to capture the customers
 Active wheel variable cost is high from the initial days

13.  Active Wheel is basically consumer product and thus advertisements, packaging,
and promotions are used
 The product is mainly associated with the household wife who does all the home
chores
 The product mainly has the objective of creating a favourable impression or
linking to a certain need like hands staying safe and supple while washing clothes
with a detergent
 It mainly targeted towards the mass market or economy segment
Promotional Mix

14.  Active Wheel gives more foam and whiteness as compared to other brands of
detergents, seen through the tagline “Mehangi wali dhulai, budget mein samai”
 HUL started a promotional campaign of Active Wheel where people would
give a missed call to 1800-3000-1599 and would get a call back where they
heard snippets of conversation between a couple
 The product, Active Wheel advertised using celebrity such as Salman Khan
and Prachi Desai
 The product is personalised with fragrances like Jasmine and Lemon which is
most favoured by most Indian people
Promotional Mix