HLL which earlier commanded a dominant position in most of its product categories‚ lost market share in the detergents segment | |after competitors like Procter & Gamble (P&G) resorted to price cuts | HLL also reduced the prices of its detergents but this impacted its profit margins adversely. Though HLL’s detergent sales volumes increased from 892 thousand tons to 930 thousand tons between 2001 and 2004‚ sales in terms of
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MARKET SEGMENTATION‚ TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And‚ consumer (the end user)‚ who makes a market‚ are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this
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the country’s largest marketer of soaps‚ detergents‚ and home care products. Some of the brands that lead the HLL pack are Lifebuoy‚ Lux‚ Liril‚ Hamam‚ Breeze‚ Dove‚ Surf Excel‚ Surf‚ Rin‚ Wheel‚ 501‚ Sunlight‚ Vim‚ and Domex. Lifebuoy‚ the world’s largest selling soap brand‚ came into existence in 1895‚ and was launched in India in 1935. It has been an essential part of the daily Indian bathing experience for millions across the nation. Brand Positioning and Brand Building Originally‚ Lifebuoy
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average target market consumer understands the positioning of the competing products in the marketplace. In other words‚ it is a tool that attempts to map the consumer’s perceptions and understandings in a diagram. The word ‘perceptual’ comes from the word ‘perception’‚ which basically refers to the consumers’ understanding of the competing products and their associated attributes. (Note: In some textbooks‚ perceptual maps are referred to as positioning maps‚ but for our purposes they essentially have
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stages of its PLC enabled the brand to become a leader? Lifebuoy was launched in India‚ in 1895 by Unilever (Lever). The product entered in the country as an effective disinfectant‚ in a period where the country was under severe grip of plague. Its positioning in the market was clear with a promise that it kills germs and keeps the body healthy. This strategy of alignment between the product’s benefits and the needs of Indian consumers at the moment was the first main point that enabled the brand to get
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Perceptual Maps in Marketing Thorr Motorcycles is a company that manufactures 200‚000 motorcycles a year. It also licenses T-shirts‚ shoes‚ leather goods‚ toys‚ and other consumer items. The company currently has a high-brand image manufacturing high-end motorcycles and owns approximately forty percent of market share. The challenge for Thorr is that the industry is growing‚ but sales of its high-end product are decreasing. The reason for this loss of market share is that the target customers of
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AND FUTURE OUTLOOK: 3 2. SOAP INDUSTRY IN INDIA 3 3. HINDUSTAN UNILEVER LIMITED 4 3.1 HISTORY AND INTRODUCTION: 4 4. DOVE 6 4.1 OVERVIEW OF DOVE: 6 4.2 DOVE BAR: 8 5. STP ANALYSIS OF DOVE 9 5.1 SEGMENTATION OF DOVE: 9 5.2 TARGETING OF DOVE: 9 5.3 POSITIONING OF DOVE: 9 6. DOVE WITH RESPECT TO 4P’S 10 7. COMPETITORS 12 7.1 COMPETITORS AND THEIR STP 12 7.2 COMPARISON WITH COMPETITORS 15 8. SWOT ANALYSIS FOR DOVE 18 9. PRODUCT DIFFERENTIATION 18 10. RECOMMENDATIONS 19 11. BIBLIOGRAPHY 19 1. INDUSTRY
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And it is where ones Old Spice fits into the marketplace as a niche. Effective positioning puts their targeted market first in line and in the minds of Old Spice potential customers. Positioning becomes vital for the long term continued existence of Old Spice and the durability of their product life cycle. Positioning strategy of Old Spice will need to review their strengths and weaknesses. The understanding the strength and weaknesses of their competitors
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market without cannibalizing its portfolio too much? 6 4.4 To what extent does the company have to adapt its distribution to reach low-income consumer? 7 5 Conclusion 7 6 Appendix 8 1 Introduction Unilever‚ the market leader of detergents in Brazil‚ does not want to rest on its laurels. Therefore‚ the company’s management has decided to conquer the North Eastern market (see Unilever in Brazil‚ Part 1)‚ which Unilever has not yet been able to saturate. Most of all‚ the low-income
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growing at 13%annually. What sales forecasting methods would you suggest to ITC and why? Q7.What is Strategic Planning. What is the Relationship between Marketing and Strategic Planning Q8. Discuss the significance of segmentation‚ targeting and positioning in a company’s marketing strategy? Section - C [20x 2 =40 Marks] Q9. In the Indian rural markets‚ consumers generally buy sachets / small packs of FMCG products. This also facilitates the process of trial for companies that sell their
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