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PRODUCT LIFECYCLE OF WHEEL

PRESENTED BYHITESH KUMBLE (21)

CHANDRAKANT MAURYA (23)CHIRAG PALANDE(33)

NIRAV SHAH (41)BHAVIK MEHTA (25)

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CONTENTS

• BRIEF INTRODUCTION OF WHEEL• HISTORY OF WHEEL -1987 -2009• WHEELS PLC• PLC THEORY• LIMITATIONS OF PLC

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DETERGENT RANGE OF HUL

PRODUCT CATEGORY BRAND TARGET MARKET

MASS WHEEL LOW INCOME GROUP

PREMIUM SURF EXCEL HIGH INCOME GROUP/MIDDLE CLASS

POPULAR SURF, RIN, SUNLIGHT MIDDLE CLASS

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WHEEL

World’s largest selling detergent in volume terms

Wheel is the largest brand in the Hindustan Lever portfolio.

Wheel is the tenth largest FMCG brand in India

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UNKNOWN FACTS

If Wheel were to be a standalone company it would rank 228 on the Fortune 500.

HUL manufactures enough Wheel detergent to wash every garment in India for 45 days.

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Wheel’s Journey (1987 – 2009)

Nirma Vs HUL (Late 1980’s) :Nirma Vs HUL (Late 1980’s) Low cost

detergents had grown to 80% of volumes “Surf was Rs 21/kilo and Nirma was Rs 7/kilo.

Stung by falling market share, Hindustan Unilever (HUL) reworked the marketing

strategies

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WHEEL JOURNEY

Wheel launched in 1987 against Nirma.

HUL wanted Wheel to be a standalone business of its own to dominate the low price segment.

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Marketing of wheel

Door – to – Door Colorful Flyers

Posters Street performances

Jingles Cinema Ads

Etc…

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“Maine maangi thi safaai, aur tu ne di haathon ki jalan”

1991 – 1994 Un organized Market Competition with Local Player

Establishing Rural Distribution Center Grew strong customer base in Maharashtra and

MP

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1995-1997

34,000 distribution outlet opened in 34,000

villages 12.56% in volume in India 25% of HUL’s total

sales in volume

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1995-97

1995- 1997 Established sales channels through thousands of small storefronts

Subsequently achieved better return than higher-end cleaning products.

Strong hold at Karnataka, Bihar, MP, Maharashtra, Part of Gujarat

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1998-2001

1998 - 2000 Project Streamline Challenges: Infrastructures , Distribution

network 37% of HUL’s total market in volume

2001 `Power' brand strategy :2001 `Power' brand strategy

HUL’s net sales growth rate fell (4.1% -2.4%)

Re-launched ‘Best clean with less effort'

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2002-2003Ranked at number 21

Largest brand in HLL.

Third consecutive year of strong growth

Strengthened its position as the market leader in the category.

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2004-2007

2004 Wheel Active, has been introduced to upgrade consumers to a higher order product.

2005 - 2007 Ranked 45 Turnover

exceeding 8 lakh tones . Wheel continued to grow strongly

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2008 :2008 Achieved sales value over 2000 cr

2009 :

2009 MRP of Wheel Active Powder brought down from Rs 75 to Rs 67 on a 2 kg pack.

Rs 10 pack of Wheel Active has been raised to 275 gm from 250 gm. 275 gm and 560 gm Wheel Green detergent powder to 300 gm and 600

gm

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PLC Curve

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Limitations

• Few products follow such a prescriptive cycle.• The length of each stage varies enormously.• The decisions of marketers can change the

stage • Not all products go through each stage.• It is not easy to tell which stage the product is

in.

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THANK YOU

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