Hindustan Lever Limited

•India's largest consumer products

company

•Lever Brothers India Limited

•Anglo-Dutch company Unilever

 HLL

Home and Personal Care Pureit Foods

Personal Wash
Tea
Laundry
Water

Skin Care Coffee

Clinic Plus
Hair Care Clinic Foods
Colour Cosmetics Clinic Plus
Ayurveda Ice Cream
Oral Care

Deodorants
Ayurvedic Personal
& Health Care
 Clinic plus
• India’s largest selling shampoo.

• Launched in 1987

• Relaunched with five in one benefit

• Variant-ayurveda.

• Line Extension type of branding

Mktg share and brand share
Market Share
Hindustan Lever
Limited
Cavin Care

Others
 Competitive environment
• Market challengers
1. Rejoice
2. Chik
• Niche
1. Dabur
2. Himalaya
• Profitable markets
1. Urban, Semi urban and rural
 …competitive strategies
• Position defense.

• Counter offensive strategy against P &G

• Low pricing
 Product
• Segmentation of the product

premium

popular

economy

• Positioning of the product

• Differentiation – Clinic Plus and Clinic Plus
Ayurveda
 Place
• Rural

• Urban

• Semi Urban
 Price
Type Quantity Price

Sachet 7.5 ml Rs. 2

• 25 ml Rs. 5
Bottles •100 ml Rs. 30
•200 ml Rs. 55
•300 ml Rs. 90
Clinic Plus Ayurveda •200 ml Rs. 60
Bubble pack 30 ml Rs. 8
 Promotion
• Promotion strategies
1. Reduction in prices

2. Buy one get one free

3. Bubble pack

4. 25 ml for Rs. 5
 How to reach out to customers
1. Hair saloons
• Concept
• Motive
• Idea
2. Health clubs
• Concept
• Motive
• Idea
3. Weekly bazaars
• Concept
• Motive
• Idea
 BCG matrix
20 %

Market
Growth
Build
??
Rate Build

10 %
Cash Cows Dogs
Hold Divest

Relative Market Share

 Barrier Matrix

HIGH

LOW

LOW HIGH