Unilever in India: Managing Brand Extensions
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Case Details:
Case Code : MKTA022
Case Length : 18 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : -
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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.
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Excerpts
Lifebuoy
Since its launch in 1895, Lifebuoy had been synonymous with health and hygiene. The brick red carbolic soap with its famous jingle 'Lifebuoy hain jahan, tandurusti hain wahan' (Where there is Lifebuoy, there is health) had become the largest selling soap in India, with two million soaps being sold every day in the early 1990s.
With consumers shifting to softer soaps that gave more lather, Lifebuoy's market share slid from 15.4% in 1997 to 12.5% in 2001. Initially, Lifebuoy decided not to tinker with the core brand...
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Lux
Launched in 1905, Lux was one of HLL's biggest soap brands. Positioned as the filmstar's choice, Lux 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. Variants included moisturizing, sunscreen and deep cleansing soaps and face washes...
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Fair & Lovely
Fair & Lovely had been test marketed in 1975 and launched nationally in 1978. It dominated the market in the 1980s and early 1990s, relatively unaffected by various imitations launched by local players...
Pond's
Pond's Cold Cream was launched in India in 1947. In 1956, the brand was extended to talcum powder category with the launch of Dreamflower Talc, which effectively became a 'generic' product in the Indian talcum powder market... |
Excerpts Contd...>>
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