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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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