Himalaya Drug Company Repositioning a Herbal Bath Soap Baishalee Bhattacharjee PGP30188 Biswajit Samaddar pgp30191 B.Shashanth Kumar PGP30189 Sejal Bharathi PGP30190 Swarup Saha PGP29201 Peter Ben Netto PGP29260 Content • Summary of the Case • Problem & Purpose statement • Analysis & Findings: Functional Benefit Perception Brand Image Perception Market Communication Strategies • Recommendations Repositioning Strategy Brand Building Strategy Case Summary Decision Maker Sushil Goswami
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the strategy is to fight on the strength of the competitive advantage arising from the possession of strong brands. It is this strategy that is getting reflected in the development of a multitude of strong brands. If we take the business of bathing soaps‚ as an example‚ HLL has the objective of being a national player (not a niche or a regional marketer) and the leader therein. HLL also wants about 30 per cent of the corporate income to come from this line. So‚ HLL opted for the strategy of developing
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significant market share in soaps and detergents in the last few years due to intense competitive environment‚ it seems to have improved market shares across the two categories by 140-160 basis points each. HUL’s approximate market share in toilet soaps is 46% and about 36% in detergents. Analysts said the company will have better pricing power in the key business while volume growth in these categories too is estimated to be in double digits. After discounting prices on toilet soaps and detergents to grow
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ROLE OF ADVERTISING IN COMMUNICATION Dettol Kitchen Gel – Liquid Dishwasher The project explores the use of communication strategies used by Dettol for the launch of its new product Dettol Kitchen Gel in the liquid dish-wash segment. The liquid dish-wash being a low consumer involvement category required aggressive communication strategies by Dettol and had thrown open a war of media communication PR activities between Dettol’s new entrant the Dettol – Kitchen gel and HUL’s Vim the market leader
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consumer………………………………….Page 6 4) Competitors Analysis - Two other brands - Unilever Singapore (Life Buoy) …………………………………………………………….Page 7 - Lion Corporation Singapore Pte Ltd (Kirei Kirei)……………………………………..Page 7 & 8 - Competitors Analysis Table (Dettol‚ Life Buoy and Kirei Kirei)………………………….Page 8 5) SWOT and PEST Analysis - SWOT…………………………...…………………………………………………………….Page 9 - PEST…………………………...……………………………………………………Page 10 & 11 6) Marketing Objective……………………………………………………………………….Page 12
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From a disinfectant to Healthy Soap. What prompted lifebuoy to do so? (If reactive what was the stimulus? If proactive what was the intention?) Proactive- It was first targeted at men and masculine health. The promise of Lifebuoy was ’You will remain healthy if you use Lifebuoy. This change alter its’ strategic position (if yes how? if not why?) It still remained as sanitation soap. Critique on the strategic implications of the different moves of lifebuoy soap. The jingle‚ ’Lifebuoy hai jahan
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Market Segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs‚ and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Market segments allow companies to create product differentiation strategies to target them. Criteria for segmenting An ideal market segment meets all of the following criteria: * It is possible to measure
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Executive Summary Cigol Bangladesh Ltd. is planning to launch a new product range named “Z Clean Hand wash” in a growing market. Though Lifebuoy Hand wash (A product of Unilever) is the current market leader‚ and there’s more competitors like Dettol Hand wash (Reckit Benkiser)‚ Savlon Hand washing Liquid (ACI) and Sepnol Hand wash (Square Toiletries ltd.)‚ we can compete because our hand washing products offer a distinctive blend of quality‚ features‚ benefits‚ service and value based pricing
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BACKGROUND. UNILEVER KENYA LIMITED Introduction: Unilever Kenya Limited manufactures and markets food‚ home‚ and personal care products. It was registered in 1949 as East African Industries Limited and changed its name to Unilever Kenya Limited in the year 2000.Unilever Kenya Limited operates as a subsidiary of the Unilever Group and is headquartered in Nairobi‚ Kenya. http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=5644912 (Accessed on 8 September 2010) Customer
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Things to buy for sos orphanage 1 Bag of rice - 10‚000 1 Keg of vegetable oil 10‚000 10 cartons of Indomie - 12‚500 6 packs or pampers economy pack - 9000 Cartons of biscuits Sweets Dettol soap Dettol disinfectant I have applied for the Diageo Pan-African graduate proposition because i am young and crave for a career with an organisation that will give me a dynamic experience that will challenge myngoals and knowledge. I believe this fits my career aspirations as i see Diageo as an organisation
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