Brand-Product Portfolio Mix
About HUL 1931 -Hindustan Vanaspati Manufacturing Co. 1933 -Lever Brothers India Limited 1935 -United Traders Limited 1956 -Meged to form Hl. L 2007 - Name changed to HUL • HUL is India’s Largest FMCG co. • Parent Co. Unilever owns 52 % stake in HUL • Annual turnover of $ 3. 98 billion • Present in over 20 categories such as soaps, shampoos, tea, detergents etc. • Employee strength of over 15000 and indirect employment of over 52000 people • Has a distribution channel of 6. 3 m outlets and owns 35 major Indian brands • HUL product is consumed by 2 out of every 3 Indian everyday • Sixteen of HUL’s brands featured in ACNielsen Brand Equity list of 100 most trusted Brands • HUL has been recognised as a Golden Super Star Trading House by the Government of
Brand-Product Matrix Product Assortment Products Brands 1 2 3 4 Brand Line A B C D Brand Portfolio Brand Line : 1 Row of the matrix (Original + Extensions) Brand Portfolio : 1 Column of the Matrix (Set of All Brands in a product Category) Product Assortment : Entire Matrix
Product Line Detergents Shampoo Soaps Product Breadth / Width (No. of product lines) Product Line Length (No. of products in a product line) Average Depth = Total Variants/ Total Brands q Product Line Breadth : Variants in a product line q Product Line Consistency : How closely related the products that make up the line are q Line Vulnerability : Percentage of Sales or Profits that are derived from only few products in the line
Food Brands Personal Care Brands Home Care Brands
Home Care Brands Personal Care Brands Active Wheel Comfort Rin Surf Excel Vim Sunlight Domex Cif HUL Line Length Aviance Aayush Axe Breeze Clinc Plus Clear Close – up Dove Fair & Lovely Hamam Lakme Lifebouy Liril 2000 Lux Pepsodent Pears Pond’s Rexona Sunsilk Vaseline
Axe Line Depth Deodorant Instinct After Shave Lotion Axe Dark Temptation Pulse Click Rockstar Limited Edition Deodorant After Shave Lotion 40 oz 50 ml 100 ml
Extension Alternatives Product New Product Flanker Brand Franchise Extension Line Extension Brand New Existing • New Product – Pure. It • Flanker Brand – Wheel against Nirma • Franchise Extension – Lifebouy Handwash • Line Extension – Dove Soap to Shampoo
Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes. Stretching Upwards Stretching Downwards 80 gm Lux Cream (Strawberry & Peach 50 gm Lux International Lux 25 gm 9 gm Sachets Fair & Lovely Lux Purple Lotus
Brand Rationalization q Before 2000, HLL had 110 brands and more than hundreds of SKUs q Reduce number of brands to 30 Power Brands on basis of size, brand strength, uniqueness and growth potential q Main reasons for power brands: § § § § Too many brands to handle To increase marketing and advertising efficiency Increasing number of SKUs Brand Proliferation Small companies too agile as compared to competiting HLL brand To have meaningful long term relationship with consumers Migrate users from small brands to Power brands. Have ambitious growth plans for Power brands ( 8 -10%)
Why Power Brands Failed? q Lack of migration of efforts to Power Brands (Eg. Rexona to Lux) q Consumer didn’t relate to every brand q Price Wars (Eg. P&G’s Ariel and Tide vs. HUL’s Surf and Rin) q Reduction in flanker brands q Growth of small players q Lack of Innovation
Research: Optimum Product Mix Factor Listing • Corporate Objectives • Resources • Current Marketing Strengths and Weaknesses • Current and Potential Demand Estimates • Competitive Offerings Optimization • Simulations • The Most suitable combination of Risk and Return
Traditional Approach • Modification and Addition limited to the immediate boxed area Product Portfolio Approach • Not Limited but inter-related
LK SI UN S “Softness, shine, and manageability of hairs. ”
Introduction • Sunsilk is a hair care brand, primarily aimed at women, • Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo. Dutch conglomerate's “billion dollar brands". • Sunsilk shampoos and conditioners and other hair care products are sold in 69 countries worldwide.
Key facts Number 1 in Asia, Latin America and the Middle East Sales of more than $1 billion a year. Selling in 80 countries. Also sold as Elidor, Hazeline, Seda and Sedal. • Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day
Market Share 24% 20% Sunsilk Head& Shoulders Pantene 8% 17% Clinic Dove Others 18% 13%
Mind Share 6% 10% 35% Sunsilk Pantene H&S Dove 29% Others 20%
History Product Mix 1954: Launched in the UK Sunsilk 1958: New Transparent Tube Launched Sunsilk 1960: Anti-Dandruff Shampoo 1961: Sunsilk “Liquid” Shampoo 1964: Launched in India 1971: Conditioner Launched (1987 in India) 1973: Sunsilk shampoo was re-packaged in new PVC bottles 1975: Became the biggest Hair Care Brand 1980: Improved formulations and packaging design 2003: A new range of shampoos and conditioners, which were developed to meet women’s hair needs and reflect the way women think about their hair Shampoo Conditioner Shampoo Anti-Dandruff
Product Mix Sunsilk Shampoo Anti- Dandruff Sunsilk Naturals Sunsilk Black Sunsilk Pink Sunsilk Yellow Sunsilk Fruitamins Sunsilk Orange Fresh & Cool Curl Control Conditioner Dry Therapy Scalp Nutrition Protein Conditioner Ultra-moisturizing Shampoo & Conditioner Dry Hair Long Hair Anti Dandruff Scalp Nutrition
Point of parity (POP) • For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is “good enough” on that dimension Like others SUNSILK consists of such POPs are: • Dream soft & Smooth • Stunning Black Shine • Lusciously Thick & Long • Anti-Dandruff Solution • Hair Fall Solution
Point of Difference (POD) CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD • With point of difference, the brand must demonstrate clear superiority. • Sunsilk’s PODs is Co-creation. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge.
Target market of Sunsilk • The main target market of sunsilk is females between the ages group 16 -40 belonging to the middle & lower income classes. • Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people.
Positioning: A Hair Care Expert • Sunsilk provides real solutions to women's everyday hair needs everywhere • Understanding what girls want & how girls feel • Sunsilk hairapy • Lively blondes, deeply brunettes & passionately reds
Communication Tools of Sunsilk • • Electronic Media (Gang Of Girls) FM Print Media Sponsorships ('Femina Miss India' and 'India Fashion Week‘) • Billboards • Giving out free Samples • Advertising Alliance (With AOL)
LUX
About the Product and its evolution • • One of India's most trusted personal care brand Market share is about 15% The name 'LUX' was derived from the word "Luxury LUX offers a range of products in different colours and world class fragrances 1925 – Launched as toilet 1899 -Lux soap was launched as a laundry soap to wash 1929 Launched in India 1958 -Went coloured 1990 s. Launched its own range of shower gels, liquid soaps and moisturizing bars
Unique Selling Proposition Brings out the star in you A delight to senses It comes from HUL house USP Glamour and beauty
Product Mix LUX Shampoo and conditioner Lux handwash Lux Soap Lux hair damage therapy Body Wash
Product Range : Depth Lux Soap • Almond, Orchid, Saffron, International, Chocolate, Aromatic, Fruit, Gold, Oil & Honey, Rose, Sandalwood, fruit Strawberry & Cream and Peaches & Cream, LUX gold, Lux Purple Lotus and Cream and Lux sandal & Cream etc. Lux Hand wash • Kiss Me: Enriched with smoochable strawberry & moisturising chantilly • Touch Me: Enriched with juicy peach & moisturising chantilly • Wake Me Up: Enriched with refreshing mineral salts & seaweed Lux Body wash • Soft Luxury • Uplifting Firm • White Glamour • Silk Nourishment Lux Hair Damage Therapy • Super damage repair • Hair spray Lux Shampoo • Jasmine • Rose
SKUs Lux Soap • Package Size- 75 g, 100 g, 125 g, 150 g • Launched mini LUX of 45 g at Rs 5 Lux Hand wash • Bottle - 125 ml Lux Body wash • Bottle – 200 ml, 400 ml Lux Hair Damage Therapy • Bottle Lux Shampoo • Bottle – 200 ml, 400 ml • Sachet -
Segmentation, Targeting and Positioning GEOGRAPHIC Urban Exotic Fragrances and Variants Sub-urban Rural New variants, Affordable prices, Multipackaging, Promotional schemes Mini Packs, Low Prices. DEMOGRAPHIC Gender Male Income Female Feminine Fragrances and Colors. And Endorsements. Low Middle High New Variants, Affordable Prices, Multipackaging, Promotional Schemes
Positioning Positioned as beauty products in India, Offering product in a different way Created good position-Buyer’s mind-Better product attributes, price and quality Changed its positioning from “Beauty soap of Film stars” to “Bring out the star in you. ” Keeping to the growing demands of customers, LUX introduced variants in different colours, packaging and fragrances LUX international has moved from being a soap brand to a skin care brand has the tagline “Not just soap, its skin care. ”
Promotion Follows combination of Push and Pull promotional strategy Offers Like Buy 3 get 1 free, Lux beauty ticket, Har star lucky Star, Lucky Date with Ash Catchy Taglines like play with Beauty, Surat bhi hai Khubsurat bhi hai, Choclate Seduction Sponsorships-- Lux Zee Cine Awards, Lux Perfect Bride, Lux channel I superstar. Ads by Bollywood stars. Creative Partner-MTV Ads on Tv , Newspaper and Billboards. Online Contests Promotional Campaigns in Schools, Colleges. Organizes zonal beauty contests
DOVE
Dove stands for real beauty. All around the world, Dove is making real women feel more beautiful! Launched first in the US in 1957; is one of the leading brands of Unilever globally. Dove has its footprint in 80 countries It is the leading bar brand in UK, US and Canada. Since 1993, Indian women have relied on Dove for beautiful skin In India, Dove hair care range was launched in 2007 Within 15 months of its launch, dove has become the fastest growing shampoo brand in the country
Product Mix Dove Hair Care Skin Care Hair Sprays Shampoos Bar Facial Foam Moisturising Cream Body Wash Conditioners Anti Perspirants
Segmentation and Targeting GEOGRAPHIC Urban Sub-urban Dove Shampoos, Deodorants, Cleansing creams, anti aging Rural Dove soaps ( with increased buying power) DEMOGRAPHIC Age Youth Soaps, Shapoos Income Middle Age Fifties Exfoliating Lotions Low Pro Age products Middle High Body Washes, Facial Foams
Why it’s better Like others DOVE consists of such POPs: • Dream soft & Smooth • Stunning Black Shine(Shampoo) • Lusciously Thick & Long SKIN CARE • • • Dove isn't soap Soap dries your skin which looks rough and old Dove contains 1/4 moisturizing cream Only Dove nourishes your skin Fine lines are visibly reduced Reduce Blackheads by exfoliating facial foam HAIR CARE • Patented fiber active and Micro moisture Serum technology for Intense Repair • Moisturizing Serum gives wavy look along with softness • Anti-Dandruff Solution ANTI PERSPIRANTS • Hair Fall Solution • Dove Deodorants contains ¼ moisturising cream • visibly softer & smoother underarms & 24 -hr protection from sweat & odour
Advertising changes with Brand Extension Maintained the positioning strategy Signifies treating you to a better product which everyone cannot afford • Thought different products have moved to next level of PLC Previously Educated, English speaking working women Decrease in Aspirational Value Now Girl in her early twenties to show benefits for everyone • New Hair Care ads shows fluent English speaking girl explaining advantages like reduced hair fall Reinstating the positioning The aspirations created earlier are to be preserved , yet the functional benefits are to portrayed
Is there a cannibalization Sunsilk v/s Dove (SHAMPOO) • Sunsilk targeted toward lower and middle class whereas dove is targeted toward upper class consumers • Sunsilk competes with Heads and Shoulders in the segment whereas Dove competes with Panteen and Loreal • Sunsilk uses Brand Ambassadors whereas Dove uses Common faces for advertisements to convey product benefits Dove vs Pears (SOAP) • Cannibalization do takes place on price point as targeted towards similar audience • Product attributes differ with dove being light on skin providing moisturization whereas pears targeted to solve oily skin problems
The Naughtiest Brand in the Indian Market
• Owed by Anglo Dutch Company – Unilever • Axe was born in France in the Year 1983. • Replicates entire marketing mix in whichever market it enters • Known as Axe or Lynx in most countries • Axe brand products are consistently targeted to 18 -25 year old males. • Distributed in more than 40 countries. • Launched in India in 1999
• Slow Skimming High Price Strategy • Launched when Rexona and Denim were ruling the 72 crore Indian Market • Denim was Phased out to concentrate on Axe • Axe Currently has a 33% market share
Axe – Product Portfolio Axe Deodorant Shampoo/ Deodorant Conditione Body Spray Stick r Hair Care Hair Gel Shaving Shower Gel Aftershave Shaving Cream
S T P eduction I’m young at heart and naughty intilating I want to feel and look good all the time I’m 15 -25 years of Age I’m Cool, Fashionable and Stylish I’m influenced by my peers I’m a bachelor and believe in short term relationships assionate I belong to the middle , upper middle class I’m unaffected by race or ethnicity Positioning - “seduction tool, easing the transition from adolescence to manhood”.
• Shows that males are confident • Suggesting men use the Clix scent “because the mating game is all about amazing figures. Spray on, sit back and count you clicks. ” • Don’t have to be a hunk to attract girls. • Power of the brand is such that people try fragrances even if it is not good enough • Adventurous Marketing - Not always every one may like theme or the campaigns. • It is really surprising that so far, Axe has escaped their AXE. That also shows that the ad agency is also careful about the concepts put across the Indian media.
Innovative Campaigns Bom Chicka Wah “Call me” campaign
Competition Analysis Hair Care Skin Wash Deodorants
23 rd July
28 th July
• 23 rd July ‘A Mystery Shampoo!! 80% women say is better than anything else’ • 25 th July Ogilvy & Mather India handles media campaign for HUL. • 28 th July ‘There is no mystery. Dove is the No. 1 shampoo’ • P&G 80% contention is “based on a Thailand consumer test done by P&G Japan in October 2008 among 1, 200 women” • HUL’s claim on Dove is based on “winner hair care category, survey of over 30, 000 people by Nielsen” • Reason Growth in the overall shampoo market has slowed from 17% in 2008 to 11% in 2009 and 9% in 2010 (till May).
The major competitor of Sunsilk in rural areas is BIO AMLA The main advantage of BIO Amla is herbal composition, low prices, which attract rural market but in term of quality they are far behind Sunsilk shampoo. In urban areas Sunsilk acting market challenge with Head & Shoulder. Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured a large market share due to its intense promotional activities
Body Care - Soaps
Premium Soaps High Perceived Brand Equity • Being gradually phased out of market by P&G Low
Middle & Lower Middle Class Soaps HUL • >17% market share Wipro • 15. 6% market share in south India Godrej • 9. 2% market share ITC Anchor Beauty & Cosmetics Pvt. Ltd. • Market share growth rate of 1. 5% per 6 months
Anti-Perspirant 33 % market share HUL 7% market share Garnier Adidas 6% market share Nike 5% market share
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