Hindustan lever ltd brand stratergy MBA MARKETING STRTERGY BY BABASAB PATIL

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2. Competitor strategyCompetitor strategy
 HLL- HUL
 HUL – India’s largest consumer product company formed
in 1933 by Lever brothers in India
 HUL- market product leader in India (Fair n lovely)
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3. About itAbout it
 The fairness cream brand was developed by Hindustan Lever Ltd
(now Hindustan Unilever Ltd) in 1975.The product was then
marketed nationally in 1978,
 In 1988, the brand went international, and is now available in 40
countries.
 In the late 1990s, the brand message was that a woman could make
her own destiny
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4. Cont…Cont…
 In 2007, the brand tweaked its approach to the Power of
Beauty platform.
 In skin care analysis the H.U.L market share is about 53%
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5. Skin care ProductsSkin care Products
 Fair n Lovely
 Vaseline
 Lakme
 Ponds
 Aviance
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6. Fair and LovelyFair and Lovely
 Launched in 1975
 76 percent of the market share
 South Contributes largest in
sales (36%)
 West and North Contributes
23% in sales approximately.
 East contributes 18% in sales
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7. TrendsTrends
 Fair n Lovely Foundation aims at economic empowerment of
women across India.
 Supports in areas of education, career and enterprises.
People – Target Group
Target market is:
 Young Women aged 18- 35
 Middle class (Urban and Rural) 10/10/2013Babasabpatilfreepptmba.com7

8. Pricing strategyPricing strategy
 Fair & Lovely Anti Marks – 25 gm = Rs. 43/-
- 50 gm = Rs. 80/-
 Fair & Lovely Skin Clarity – 50 gm = Rs. 65/-
 Fair & Lovely Multi Vitamin – 25 gm = Rs. 35/-
- 80 gm = Rs. 96/-
- 50 gm = Rs. 66/-
 Fair & Lovely Ayurveda – 9 gm = Rs. 7/-
- 25 gm = Rs. 35 /-
 Fair & Lovely Winter Fair – 25 gm = Rs. 37/-
- 50 gm = Rs. 68 /-
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9. Place.
 Retail outlets
 Cosmetics Stores
 Chemists
 Hyper markets
 Super markets
Promotion
TV Campaign
Fairness Meter
Fair n Lovely
scholarship program
2007 on R world
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10. For MenForWomen
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11. A PRODUCT OF INNOVATIVE BEAUTY SOLUTIONS PVT LTD
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12. Target Customers
Specially designed for our
respected members of the third
gender.
Sizeable population of 2.5
million in India and 90 million
in the world.
Largely untapped market.
Many of them reaching new
heights of success.
Most are public performers
and entertainers.
Need to maintain good looks
to fit their job profile.
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13. Cost Analysis
Particulars Amount
(In Crores)
Operating Cost 5.00
Administration Cost 0.20
Promotion Expenses 0.20
Selling & Distribution Cost 0.70
Advertisement Expenses 0.30
R&D Cost 2.00
Sundry Expenses 0.10
Total 8.50
Cost Analysis
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14. PROMOTIONAL STRATEGIES
1. ADVERTISING
2. PUBLIC RELATIONS
3. SALES PROMOTIONALS
4. PERSONAL SELLING
5. AIDA COMMUNICATION MODEL
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15. PUSH STRATEGY
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16. PRODUCTTYPES UNITS MAXIMUM RETAIL
PRICE
CASE RATE
TRANSFAIR (SACHET 15gm) 120 Pcs. Rs 5/- Rs 500
TRANSFAIR (50 gmTUBE) 40 Pcs. Rs 25/- Rs 750
TRANSFAIR (100 gmTUBE) 25 Pcs. Rs 45/- Rs 1000
PRICING STRATEGIES
SCHEME SLAB DISCOUNT RATE
1 CASE – 10 CASES 5%
11 CASES – 15 CASES 7.5%
16 CASESAND ABOVE 10%
• NO DISCOUNT ON PURCHASE OFTRANSFAIR (SACHET 15gm)
• Extra Cash Discount of 1% will be allowed
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17. GARNIER
 Garnier plans to foray into the men cosmetic segment as if has huge
untapped potential. The Launch of the “Garnier Men” range is a
measure in this direction with the first product line as Garnier
PowerLight. Garnier PowerLight aims at targeting the “fairness
cream for men”
 products under the PowerLight range are: 1. Garnier Powerlight
Intensive Fairness Face Wash 2. Garnier PowerLight Intensive
Fairness Moisturiser SPF 15 3. Garnier PowerLight Oil Control +
Fairness Moisturiser MARKET ANALYSIS 2.1. 10/10/2013Babasabpatilfreepptmba.com17

18. Cont…
 The current market size of Men’s fairness cream is 200 Crores.The
early 2000s had witnessed an increased interest in personal grooming
among men.According to a survey
 GrowthThe growth rate of cosmetics industry is seen to be 15% p.a.
The fairness cream market is growing at the rate of 25% p.a. In India,
Kerala has the highest growth rate of 40.67%. Gujarat and Bihar are the
next two highest growing markets
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19. COMPETITOR ANALYSIS
 Garnier faces competition from various competitors as mentioned
below: 1. Other fairness cream companies
 2. Skin Clinics
 3.Ayurvedic Products
 4. Homemade solutions (face packs)
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20. The other fairness creams which are present in the market are
as under:
 1. Fair and Handsome - Emami
 2. Nivea for Men
 3. Fair Ever - Hindustan Lever Limited's (HLL)
 4. Fair One - Shahnaaz Hussain (Elder Healthcare Ltd)
 5. Kaya skin clinic
 6. Products by international brands like Clarins and Shiseido. 7. Fair
and Lovely MenzActive - Hindustan Lever Limited's (HLL)
 8. Himalaya Ayurvedic Fairness Cream
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21.  the brand
ambassador for
 Powerlight.
Bollywood actor
John Abraham
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22. POND’S
 Pond's Cream is a brand of beauty and health care products that
is produced by the multinational company Unilever. Pond's
Cream was invented in the U.S.A as a medicine by scientist
Theron.
 Gross sales by segament Rs crore % sales.
 Skin care that’s ponds has created high competition of profit in
market in the year 2007 its about 30% to 70% and goes up to
80% in 2010 year.
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23.  Revenue margin.
 Skin care that’s
ponds has created
high competition in
revenue margin
which shows
average level from
40% to 70% from
year 2007 to 2010
 the ponds market
share is about 53%
which is higher than
other competitors of
same about 7.5%
which shows perfect
margin.
BRAND AMBASSADOR
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24. Nivea Skin Creme (An Introduction)Nivea Skin Creme (An Introduction)
 The name NIVEA - Latin word “nivis” meaning snow - reflecting the snow
 white color of NIVEA Crème’s association with purity.
 Nivea Crème - created by a team of dermatologists –1911
 Over 98% of the ingredients within NIVEA Creme are natural.
 It was claimed as - "the world's first long-lasting skin cream."
 Every second, a pot of NIVEA Creme is sold .
 Enough tubs of NIVEA Creme have been sold to supply one pot to every
 person who’s ever been alive or is alive now.
 NIVEA Creme is sold in some 160 countries around the world
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25.  NIVEA - primarily through Creme NIVEA - acquired a unique,
universal
 brand image as a caretaker of skin.
All these attributes are strongly associated with the NIVEA
Brand ,curtsy - Creme NIVEA
 Market research at the time
showed only 66% of UK women used
a facial cleanser
Whilst only 27% has a face care
regime
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26. Lakme Body Care ProductsLakme Body Care Products
 Lakme Intense Body Milk
Sweet almond oil softens and nourishes the
skin.
Fortified with antioxidants likeVitamin E, that
circumstances the skin.
Pack Size 60 ml: $ 12
Free ShippingWorldwide
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27. MARKET SHARE
 Revlon has a market share of 80% in the premium market.
Lakme is the overall market leader in the colour cosmetic
with a wide range of products and The organised colour
cosmetics market is estimated at Rs 340prices, both.
Revlon's sales account for Rs 60 crore of that.crore currently.
Lakme leads the marke with sales of Rs 100 crore.
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28. Lakme Peach Milk MoisturiserLakme Peach Milk Moisturiser
Natural peach extract
containsVitamins and
Pectin which tone and
hydrate skin, giving it a
natural glow.
AHA's and Antioxidants
(Vitamin C and E) work to
situation and rejuvenate
your skin.
Pack Size 60 ml: $ 14
Free ShippingWorldwide
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29. Lakme Strawberry Cr emeLakme Strawberry Cr eme
A mixture of real strawberry extracts and active moisture balancer
ensure the best possible level of moisture for your skin.
It is fortified with UV filters to look after against skin harmful
elements.
Offers noticeably soft, fragrant skin that glows with health.
Pack Size50g : $ 20
 `
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30. Products
Fair & Lovely Anti Marks Fair & Lovely Herbal
Fair & Lovely Oil Control
Fair & Lovely Sachets
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31. Personal care
Herbal range Multivitamin cream
Multivitamin facial cleansers
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