Brand-Product Portfolio Mix

About HUL
1931-Hindustan Vanaspati
Manufacturing Co.

1933-Lever Brothers
India Limited
1935-United Traders
Limited

1956-Meged to form
HlL

2007- Name changed

to HUL

HUL is Indias 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
 Brand-Product Matrix
Product
Assortment
Products
Brands 1 2 3 4
A Brand
Line
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

Deterge
Shampoo Soaps
nts Product Breadth /
Width
(No. of product
lines)

Product Line Length Average Depth = Total

(No. of products in a Variants/ Total Brands
Product Line Breadth : Variants in a
product line)
product line
Product Line Consistency : How closely
related the products that make up the line
are
Line Vulnerability : Percentage of Sales
or Profits that are derived from only few
Food Personal Care Home Care
Brands Brands Brands
 Personal Care
Home Care Brands Brands
Active Wheel Aviance
Aayush
Comfort Axe
Breeze
Rin Clinc Plus
Clear
Surf Excel Close up
Dove
Vim
HUL Line Length Fair & Lovely
Hamam
Sunlight Lakme
Lifebouy
Domex Liril 2000
Lux
Cif Pepsodent
Pears
Ponds
Rexona
Sunsilk
Vaseline
 Axe Line Depth

Deodora
40 oz
nt
Instinct
After 50 ml
Shave
Lotion 100 ml
Deodora
Dark nt
Temptati After
on Shave
Axe Pulse Lotion

Click

Rockstar

Limited
Edition
 Extension Alternatives
Product
New Existing

New Product
New New Flanker PureIt
Product Brand Flanker Brand
Brand

Wheel against
Nirma
Franchise
Franchi Extension
Line
Existing se Lifebouy Handwash
Extensi
Extensi Line Extension
on Dove Soap to
on
Shampoo
Line Extension
Line Extensions occur when a company introduces additional
items in the same product category under the same brand
name such as new flavors, forms,Stretching
colors, added ingredients,
package sizes.
Stretching Upwards Downwards

Lux Purple
80 gm
Lotus

Fair & Lovely

Lux Cream
(Strawberry 50 gm
& Peach

Lux 25 gm
International
9 gm
Lux Sachets
 Brand Rationalization
Before 2000, HLL had 110 brands and more than
hundreds of SKUs
Reduce number of brands to 30 Power Brands on
basis of size, brand strength, uniqueness and growth
potential
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?
Lack of migration of efforts to Power
Brands (Eg. Rexona to Lux)
Consumer didnt relate to every
brand
Price Wars (Eg. P&Gs Ariel and Tide
vs. HULs Surf and Rin)
Reduction in flanker brands
Growth of small players
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
 IL K
N S
SU
Softness, shine, and manageability of
hairs.
Introduction

Sunsilk is a hair care brand,

primarily aimed at women,
Sunsilk is Unilevers 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

20; 20%
24; 24%

Sunsilk
Head& Shoulders
Pantene
Clinic
8; 8% 17; 17%
Dove
Others

18; 18%
13; 13%
Mind
Share

6%
10%
Sunsilk
35% 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 Shamp
oo
1961: Sunsilk Liquid Shampoo
Condition
Shampoo
1964: Launched in India er
Shampoo
1971: Conditioner Launched (1987 in India) Anti-Dandruff
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 womens hair needs
and reflect the way women think about their
hair
 Product Mix

Sunsilk

Shampoo
Condition &
Shampoo
er Condition
er

Anti- Dandruff
Sunsilk Naturals Dry Therapy Dry Hair
Sunsilk Black Scalp Nutrition Long Hair
Sunsilk Pink Protein Conditioner Anti Dandruff
Sunsilk Yellow Ultra-moisturizing Scalp Nutrition
Sunsilk Fruitamins
Sunsilk Orange
Fresh & Cool
Curl Control
 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)
O-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

With point of difference, the brand must

demonstrate clear superiority.
Sunsilks 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
 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

1958-Went 1990s-
coloured Launched its
1929-
Launched in own range of
1925 India shower gels,
Launched liquid soaps
as toilet and
1899-Lux soap moisturizing
was bars
launched
as a
laundry
soap to
wash
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 Lux hair

Lux
and Lux Soap damage Body Wash
handwash
conditioner therapy
 Shampoo
Jasmine
Rose
Lux
Therapy
Super damage repair Damage
Hair spray Lux Hair
Soft Luxury
wash
Uplifting Firm
White Glamour
Silk Nourishment
Lux Body
Kiss Me: Enriched with smoochable strawberry & moisturising chantilly
wash
Touch Me: Enriched with juicy peach & moisturising chantilly
Wake Me Up: Enriched with refreshing mineral salts & seaweed
Lux Hand
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 Soap
Lux sandal & Cream etc.
Depth
Product Range :
 Shampoo
Bottle 200 ml, 400 ml
Sachet -
Lux
Therapy
Bottle
Damage
Lux Hair
wash
Bottle 200 ml, 400 ml Lux Body
wash
Bottle - 125 ml Lux Hand
Package Size- 75g, 100g, 125g, 150g Lux Soap
Launched mini LUX of 45g at Rs 5
SKUs
Segmentation, Targeting and
Positioning GEOGRAPHIC
Sub-
Urban Rural
urban
New variants,
Affordable prices,
Exotic Fragrances Mini Packs, Low
Multipackaging,
and Variants Prices.
Promotional
schemes

DEMOGRAPHI
C
Gender Income

Male Female Low Middle High

Feminine Fragrances New Variants, Affordable

and Colors. And Prices, Multipackaging,
Endorsements. Promotional Schemes
 Positioning
Positioned as beauty products in India, Offering product in a different
way

Created good position-Buyers 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 and has the tagline Not just soap, its skin care.
 Promot
ion
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!

KEY FACTS
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

Anti
Hair Skin
-Perspira
Care Care
nts

Hair
Sprays Bar
Shampoos
Facial
Foam

Moisturisi
ng Cream

Body
Wash

Conditione
rs
 Segmentation and Targeting
GEOGRAPHIC

Sub-
Urban Rural
urban
Dove Shampoos,
Dove soaps ( with
Deodorants,
increased buying
Cleansing creams,
power)
anti aging

DEMOGRAPHI
C
Age Income

Middle
Youth Fifties Low Middle High
Age

Soaps, Exfoliating Pro Age Body Washes, Facial

Shapoos Lotions products Foams
 Why its better
SKIN CARE
Likeothers
DOVEconsist Dove isn't soap
s of such Soap dries your skin which looks rough and old
POPs: Dove contains 1/4 moisturizing cream
Only Dove nourishes your skin
Dream soft & Fine lines are visibly reduced
Smooth
Reduce Blackheads by exfoliating facial foam
Stunning
Black HAIR CARE
Shine(Shampo Patented fiber active and Micro moisture Serum technology for
o) Intense Repair
Moisturizing Serum gives wavy look along with softness

Lusciously
Thick & Long ANTI PERSPIRANTS
Dove Deodorants contains moisturising cream
Anti-Dandruff visibly softer & smoother underarms & 24-hr protection from
Solution 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 Now
Educated, Decrease in
Girl in her early
English Aspirational twenties to show
speaking Value benefits for
working women 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
 Laws of Attraction When it all
started

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.
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

Deodora Hair
Care Shaving
nt

Shampo
Body Deodora Shower Aftersh Shaving
o/Condit Hair Gel
Spray nt Stick Gel ave Cream
ioner
 S eduction T intilating P assionate

I want to feel
Im young at
and look Im 15 -25
heart and
good all the years of Age
naughty
time

Im Im Cool,
influenced Fashionable
by my peers and Stylish

Im a
I belong to Im
bachelor and
the middle , unaffected
believe in
upper middle by race or
short term
class ethnicity
relationships
Positioning - seduction tool, easing the transition from
adolescence to manhood.
PRINT
ADS
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.
Dont 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 the 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

Wah

Call me
campaign
Competition Analysis

Hair Care
Skin Wash
Deodorants
23rd
July
28th
July
 23rd July A Mystery Shampoo!! 80%
women say is better than anything else
25th July Ogilvy & Mather India handles
media campaign for HUL.
28th 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
HULs 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

Perceiv
ed
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

Godre 9.2% market share

j

ITC Market share growth

rate of 1.5% per 6
months
Anchor
Beauty
&
Cosmeti
Anti-Perspirant
33 % HUL 7% market
marke share
t
share

Garni
er
Adidas 6% market
share

Nike 5% market
share
Thank You !