Unilever in India - Building and Nurturing Brands

            
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTA003
Case Length : 33 Pages
Period : 2000-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Unilever, Hindustan Lever Limited (HLL)
Industry : Fast Moving Consumer Goods (FMCG)
Countries : India

To download Unilever in India - Building and Nurturing Brands case study (Case Code: MKTA003) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Price:

For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra

Marketing Case Studies Collection
Marketing Communications Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search


Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Excerpts

Managing Power Brands

In 2000, HLL examined its brand portfolio thoroughly and decided to concentrate its resources behind 30 power brands out of 110. These brands were selected using various criteria such as size, brand strength, brand relevance, competitive advantage and potential for growth...

Household Products

Soaps
In the soaps business, HLL controlled almost 70% of the Rs. 3500 crore market with brands positioned at different price points - Lifebuoy, Breeze and Jai in the popular segment, Lux, Liril, Rexona and Hamam in the mid-segment and Lux International, Pears and Dove in the premium segment.

Lifebuoy
Since its launch in 1895, Lifebuoy had been synonymous with health and hygiene (Exhibit: IV)...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Lux
Launched in 1905, Lux was one of HLL's biggest soap brands. Lux was positioned as the filmstar's choice (Exhibit: V). It had been endorsed by popular filmstars like Leela Chitnis in the 1940s, Sri Devi in the 1990s, and Karishma Kapoor and Rani Mukherji in recent times. Lux came in three variants, Lux Pink, Lux White and Lux Black. HLL introduced Lux International in India in 2002, after a successful launch in the US, Europe and South East Asia...

Personal Care

Skin Care
HLL's skin care segment accounted for Rs 1,200 crore of the Rs 3,000-crore cosmetics and toiletries market...

Fair & Lovely
HLL dominated the fairness creams market with its Fair & Lovely and other products from the Pond's and Lakme portfolio. Fair & Lovely had been test marketed in 1975 and launched nationally in 1978. With a 53% share of the Rs 250-crore talcum powder market, the brand had penetrated almost every talc-consuming household in India...

 Excerpts Contd...>>


Custom Search





Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.