CORPORATE BRAND – UNILEVER INDIAN SUBSIDIARY CORPORATE BRAND –

HINDUSTAN UNILEVER LTD (“Add vitality to Life”)

MEGA BRANDS – LUX, PONDS, LAKME,DOVE,KISSAN, LIFEBOUY…….

FAMILY BRANDS – VASELINE,CLINIC PLUS…. SUB BRANDS – >100 LIKE – SURF EXCEL,

WHEEL, KWALITY WALLS, BROOK BOND, SUNSILK , FAIR N LOVELY ETC………

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FOR CORPORATE BRAND HUL◦ NAME HUL◦ COLOUR BLUE DARK BLUE◦ LOGO & SYMBOL◦ PACKAGING ◦ SLOGANS/JINGLES

FAMILY BRANDS AND MEGA BRANDS HAVE THEIR SPECIFIC ELEMENTS ◦ PONDS – PINK DARK AND ROSY COLOURS ◦ SURF EXCEL , RIN – BLUE ◦ KWALITY WALLS – DARK RED ETC

EVERY ADVERTISEMENT MENTIONS THE CORPORATE BRAND IN THE END ALWAYS

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DETERGENTS

SUN PROTECTION- (PONDS ETC) ICE CREAMS- (KWALITY WALLS)

LIP CARE-(VASELINE)

NATURAL PRODUCTS – (FAIR & LOVELY,DOVE) TEA GARDENS

PICLES & JAM (KISSAN )

MARINE PRODUCTS

LOVE FOR SKIN (PONDS, LAKME, DOVE) ENHANCE LIVELYHOOD

COCONUT OIL (NIHAR)

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BEE : EVERY SMALL ACTION MAKES A BIG DIFFERENCE

REDUCED ENVIRONMENT IMPACT

PATENTS

BRAND LEVEL

PROJECT SHAKTI–(Rural Women empowerment) Cinema van operations( film captions & adds) Goal of doubling size with improving environmental footprint PERFECT STORES (POP) MARKETING BUDGET - 2556.58CR (9-10)

PRODUCT LEVEL

COLABORATION WITH PEPSI FOR BEVERAGES ICE CREAM PARLOURS (SWIRL’S) ‘Is it love? No it’s Dove’ ads? & Lifebuoy Eg 'Wheel' re-launch with better formulation, packaging & fresh

communication. FRANCHISED LAKME BEAUTY SALONS TO LAKME STUDIO &

LAKME FASHION WEEK (SIGNATURE CAMPAIGN)

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VAST PRODUCT PORTFOLIO ACQUISITION (SAVLON BRAND etc) LINE PRUNING, BRAND RESTRUCTURING

AND CONSOLIDATION CORPORATE STRATEGY TO BE A MARKET

LEADER (RESULT) MEGA BRANDS SKU’S IN EVERY PRICE SEGMENTS UPGRADE CUSTOMERS EVEN AT OWN

BRAND CANNIBALIZATION CAUSE MARKETING

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HUL – DREAM EMPLOYER(ALL TOP B SCHOOLS)◦ CUSTOMER AND BRAND LOYALTY AWARD 2010◦ DOMINATED THE MOST TRUSTED BRAND SURVEY WITH 3

BRANDS IN TOP 10 AND 7 IN TOP 20◦ VALUE FOR MONEY COMPANY ◦ MOST PREFFERED HOME CARE & PERSONAL CARE

COMPANY ◦ Hul products enhance image of Retail stores

Lifebouy : Earlier hygiene (Now family health) Lux : Beautiful skin like Ash Pepsodent : Germ control Close up : Freshness

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PRODUCT LINE & PRODUCT MIX

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Brand Elements Brand Name - PONDS Logo – Company Name Spokesperson – Priyanka Chopra Jingle – “Googly Woogly Woosh” Associations - Bright Colors (Pink, Rosy, Orange,

Purple, Yellow etc.)Values attached to PONDS

• Softness• Glow• Nourishment• Aroma/Fragrance

•Promotional Campaigns:- “Googly Woogly Woosh”, “Roop Ki Dhoop” and “Pond's Sapno ki Rajkumari Contest” to strengthen the values attached to it•Association with bright & soft colors•Extension into the related categories: Creams – Moisturizer - Facewash – towelettes

Brand Name : Surf Excel

Type of Brand : Family Brand

Company Name : Hindustan Unilever Limited

Competitors : Tide, Ariel, Nirma

Colour: Blue, Pink, Green

Logo :

Famous Campaigns : Daag ache hai , Lalitajee campaign, World Cup campaign

Attribute Brand Value

Target Market : Upper and Lower middle class, Upper class

Spokesperson : Revathi, Shabana Azmi

Variants : Quick wash, Blue. Matic

Brand Elements

Attribute Correlation

Remove Tough Stains

Good

Gentle on hands

No correlation

Smells Fresh Good

Branding & Promotional strategies Change from rational appeal to emotional appeal marketing strategies For e.g – Sasti aur achi cheez mein farak hota hai to daag dhoondte

reh jaaonge to Daag ache hai Forum for mothers posting opinions Expert Article Competitive pricing strategies Ad campaign “Do bucket paani ab roz hai bachana” Entry into bar soap market by

campaign “Good News, Bad news” “Dirt is Good” as a premium

communication strategy.

BIGGEST FMCG COMPANY TO SOCIALLY RESPONSIBLE AND ENVIRONMENT FRIENDLY.

RESTRUCTURING/REJUVENATION OF BRANDS TO ENHANCE THE PERCEIVED BENEFITS & VALUES.

TO REMAIN ON TOP OF MIND ACROSS CATEGORY.

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TO MANAGE AND IMPROVE BRAND EQUITY. (BRAND EXTENSION PLANS ETC)

FROM MASS MARKET TO PREMIUM NICHE MARKETS IN CERTAIN SEGMENTS

INCREASING THE RURAL FOOT PRINT CONSTANT INNOVATION , MARKETING AND

PROACTIVE DYNAMIC APPROACH.

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Thank You