Hindustan lever ltd brand stratergy MBA MARKETING STRTERGY BY BABASAB PATIL

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Competitor strategy Competitor strategy

HLL- HUL

HUL – India’s largest consumer product company formed

in 1933 by Lever brothers in India

HUL- market product leader in India (Fair n lovely)


About it About it

The fairness cream brand was developed by Hindustan Lever Ltd

(now Hindustan Unilever Ltd) in 1975.The product was then

marketed nationally in 1978,

In 1988, the brand went international, and is now available in 40

countries.

In the late 1990s, the brand message was that a woman could make

her own destiny


Cont… Cont…

In 2007, the brand tweaked its approach to the Power of

Beauty platform.

In skin care analysis the H.U.L market share is about 53%


Skin care Products Skin care Products

Fair n Lovely

Vaseline

Lakme

Ponds

Aviance


Fair and Lovely Fair and Lovely

Launched in 1975

76 percent of the market share

South Contributes largest in

sales (36%)

West and North Contributes

23% in sales approximately.

East contributes 18% in sales


Trends Trends

Fair n Lovely Foundation aims at economic empowerment of

women across India.

Supports in areas of education, career and enterprises.

People – Target Group

Target market is:

Young Women aged 18- 35

Middle class (Urban and Rural)


Pricing strategy Pricing strategy

Fair & Lovely Anti Marks – 25 gm = Rs. 43/-

- 50 gm = Rs. 80/-

Fair & Lovely Skin Clarity – 50 gm = Rs. 65/-

Fair & Lovely Multi Vitamin – 25 gm = Rs. 35/-

- 80 gm = Rs. 96/-

- 50 gm = Rs. 66/-

Fair & Lovely Ayurveda – 9 gm = Rs. 7/-

- 25 gm = Rs. 35 /-

Fair & Lovely Winter Fair – 25 gm = Rs. 37/-

- 50 gm = Rs. 68 /-


Place.

Retail outlets

Cosmetics Stores

Chemists

Hyper markets

Super markets

Promotion

TV Campaign

Fairness Meter

Fair n Lovely

scholarship program

2007 on R world


For Men For Women


A PRODUCT OF INNOVATIVE BEAUTY SOLUTIONS PVT LTD


Target Customers

Specially designed for our

respected members of the third

gender.

Sizeable population of 2.5

million in India and 90 million

in the world.

Largely untapped market.

Many of them reaching new

heights of success.

Most are public performers

and entertainers.

Need to maintain good looks

to fit their job profile. 10/10/2013 Babasabpatilfreepptmba.com 12

Cost Analysis

Particulars Amount

(In Crores)

Operating Cost 5.00

Administration Cost 0.20

Promotion Expenses 0.20

Selling & Distribution Cost 0.70

Advertisement Expenses 0.30

R&D Cost 2.00

Sundry Expenses 0.10

Total 8.50

Cost Analysis


PROMOTIONAL STRATEGIES

1. ADVERTISING

2. PUBLIC RELATIONS

3. SALES PROMOTIONALS

4. PERSONAL SELLING

5. AIDA COMMUNICATION MODEL


PUSH STRATEGY


PRODUCT TYPES UNITS MAXIMUM RETAIL

PRICE

CASE RATE

TRANSFAIR (SACHET 15gm) 120 Pcs. Rs 5/- Rs 500

TRANSFAIR (50 gm TUBE) 40 Pcs. Rs 25/- Rs 750

TRANSFAIR (100 gm TUBE) 25 Pcs. Rs 45/- Rs 1000

PRICING STRATEGIES

SCHEME SLAB DISCOUNT RATE

1 CASE – 10 CASES 5%

11 CASES – 15 CASES 7.5%

16 CASES AND ABOVE 10%

• NO DISCOUNT ON PURCHASE OF TRANSFAIR (SACHET 15gm)

• Extra Cash Discount of 1% will be allowed


GARNIER

Garnier plans to foray into the men cosmetic segment as if has huge

untapped potential. The Launch of the “Garnier Men” range is a

measure in this direction with the first product line as Garnier

PowerLight. Garnier PowerLight aims at targeting the “fairness

cream for men”

products under the PowerLight range are: 1. Garnier Powerlight

Intensive Fairness Face Wash 2. Garnier PowerLight Intensive

Fairness Moisturiser SPF 15 3. Garnier PowerLight Oil Control +

Fairness Moisturiser MARKET ANALYSIS 2.1. 10/10/2013 Babasabpatilfreepptmba.com 17

Cont…

The current market size of Men’s fairness cream is 200 Crores. The

early 2000s had witnessed an increased interest in personal grooming

among men. According to a survey

Growth The growth rate of cosmetics industry is seen to be 15% p.a.

The fairness cream market is growing at the rate of 25% p.a. In India,

Kerala has the highest growth rate of 40.67%. Gujarat and Bihar are the

next two highest growing markets


COMPETITOR ANALYSIS

Garnier faces competition from various competitors as mentioned

below: 1. Other fairness cream companies

2. Skin Clinics

3. Ayurvedic Products

4. Homemade solutions (face packs)


The other fairness creams which are present in the market are as under:

1. Fair and Handsome - Emami

2. Nivea for Men

3. Fair Ever - Hindustan Lever Limited's (HLL)

4. Fair One - Shahnaaz Hussain (Elder Healthcare Ltd)

5. Kaya skin clinic

6. Products by international brands like Clarins and Shiseido. 7. Fair

and Lovely Menz Active - Hindustan Lever Limited's (HLL)

8. Himalaya Ayurvedic Fairness Cream 10/10/2013 Babasabpatilfreepptmba.com 20

the brand

ambassador for

Powerlight.

Bollywood actor

John Abraham


POND’S

Pond's Cream is a brand of beauty and health care products that

is produced by the multinational company Unilever. Pond's

Cream was invented in the U.S.A as a medicine by scientist

Theron.

Gross sales by segament Rs crore % sales.

Skin care that’s ponds has created high competition of profit in

market in the year 2007 its about 30% to 70% and goes up to

80% in 2010 year.


Revenue margin.

Skin care that’s

ponds has created

high competition in

revenue margin

which shows

average level from

40% to 70% from

year 2007 to 2010

the ponds market

share is about 53%

which is higher than

other competitors of

same about 7.5%

which shows perfect

margin.

BRAND AMBASSADOR


Nivea Skin Creme (An Introduction)

Nivea Skin Creme (An Introduction)

The name NIVEA - Latin word “nivis” meaning snow - reflecting the snow

white color of NIVEA Crème’s association with purity.

Nivea Crème - created by a team of dermatologists –1911

Over 98% of the ingredients within NIVEA Creme are natural.

It was claimed as - "the world's first long-lasting skin cream."

Every second, a pot of NIVEA Creme is sold .

Enough tubs of NIVEA Creme have been sold to supply one pot to every

person who’s ever been alive or is alive now.

NIVEA Creme is sold in some 160 countries around the world


NIVEA - primarily through Creme NIVEA - acquired a unique,

universal

brand image as a caretaker of skin.

All these attributes are strongly associated with the NIVEA

Brand ,curtsy - Creme NIVEA

Market research at the time

showed only 66% of UK women used

a facial cleanser

Whilst only 27% has a face care

regime


Lakme Body Care Products Lakme Body Care Products

Lakme Intense Body Milk

Sweet almond oil softens and nourishes the

skin.

Fortified with antioxidants like Vitamin E, that

circumstances the skin.

Pack Size 60 ml: $ 12

Free Shipping Worldwide


MARKET SHARE

Revlon has a market share of 80% in the premium market.

Lakme is the overall market leader in the colour cosmetic

with a wide range of products and The organised colour

cosmetics market is estimated at Rs 340prices, both.

Revlon's sales account for Rs 60 crore of that.crore currently.

Lakme leads the marke with sales of Rs 100 crore.


Lakme Peach Milk Moisturiser

Lakme Peach Milk Moisturiser

Natural peach extract

contains Vitamins and

Pectin which tone and

hydrate skin, giving it a

natural glow.

AHA's and Antioxidants

(Vitamin C and E) work to

situation and rejuvenate

your skin.

Pack Size 60 ml: $ 14

Free Shipping Worldwide


Lakme Strawberry Cr eme

Lakme Strawberry Cr eme

A mixture of real strawberry extracts and active moisture balancer

ensure the best possible level of moisture for your skin.

It is fortified with UV filters to look after against skin harmful

elements.

Offers noticeably soft, fragrant skin that glows with health.

Pack Size50g : $ 20

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http://www.herbalcureindia.com/lakme/lakme-pure-defense-products.html

Products

Fair & Lovely Anti Marks Fair & Lovely Herbal

Fair & Lovely Oil Control

Fair & Lovely Sachets


Personal care

Herbal range Multivitamin cream

Multivitamin facial cleansers


Hindustan lever ltd brand stratergy MBA MARKETING STRTERGY BY BABASAB PATIL

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