HUL`S Re-launch of Ayush to Combat Patanjali



Case Code :CLMM137
Publication date :2019
Period :2016-2018
Subject : Marketing Management
Industry : Fast moving consumer goods
Organization :Hindustan Unilever Limited; Patanjali
Length : 2 pages
Teaching Note : Available
Country : India


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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The case is about the reasons that prompted Indian FMCG giant Hindustan Unilever Ltd. (HUL) to re-launch its Ayurvedic brand Ayush in the Indian FMCG market. It starts out with a brief look into the market position of HUL and its ability to contend with well-established market players. A small glimpse is also provided into Ayush’s key contender – Patanjali. It then talks about the various aspects of HUL and Ayush which could help the latter makes serious inroads into the Indian Ayurvedic space. It remained to be seen if HUL is able to take away market share from Patanjali and establish Ayush as a market leader in the Indian Ayurvedic space.


» Analyze the reasons behind the re-launch of a brand
» Examine the marketing strategies to be undertaken by a challenger against a market leader.
» Scrutinize the key aspects of a strong promotional campaign


In December 2016, fast moving consumer goods (FMCG) giant Hindustan Unilever Ltd. (HUL)\ revived its Ayurveda brand, ‘Lever Ayush’ (Ayush), and launched 20 new personal care products. The products, priced between Rs. 30 and Rs. 130, were targeted at the mass market, helping Ayush shed its previous tag of a premium brand. The move was aimed at bolstering the company’s personal care portfolio, apart from enhancing its competitive strength in the fast-growing Ayurvedic space...

Key words:
Competence-market share matrix; Market leader; Market challenger; Frontal Attack; Flank Attack; Encirclement Attack; Bypass Attack; Guerrilla Warfare; Influencer marketing; Personal care segment; Advertising; Marketing communication; Unilever; Patanjali"

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