Brand Management Case

Study Presentation
CASE 3- AYUSH FACEWASH
DRISHYA CHATURVEDI
FAHADULLAH JAWED
SHUBHI GUPTA
MEENAL KHAMANKAR
 INTRODUCTION
History
Company Name- Lever Ayush (Parent Company-
Hindustan Unilever Limited)

CEO- Sanjiv Mehta (Hindustan Unilever Limited)

• USP of being the Ayurvedic products 

• Target audience are people who use Ayurvedic

products for skin care  
 BRAND EXTENSION

SKIN HAIR
CARE CARE

ORAL
THEREPY CARE

BODY AND
BATH
 About the case
• Herbal Brand from Unilever India

• The Celebrity Advertisement ( solution for pimples)

• Ayurveda : Stereotype of traditional doctor

AYURVEDIC DOCTOR

AYUSH FACEWASH STEREOTYPE

ORIGIN OF
AYURVEDA
ABOUT THE CASE

 Facewash is a category that is increasingly getting crowded

with several brands.
 Several brands of facewash provide a hint of herbal remedies
in their ingredients. This is in line with the 'back to nature'
trend that is being noticed in the category of personal care.
 There are two lenses through which researchers and
practitioners argue for the role of advertising – Mirror and
Mould
 Advertising leads the development of new values or levels of
ethical understanding because of its high omnipresence in
daily life.
 ADVERTISEMENT

AYURVEDIC DOCTOR
BRAND
POSITIONING
ORIGIN OF
AYURVEDA

MARKETING AND ADVERTISING STRATEGIES

• Gender Stereotyping
• Organic Products
• Benefits of Ayurvedic Formulas
• Tie-up with AVP
• Versatile Products of Lever Ayush
• Intuitive appeal
 COMPETITORS

 PATANJALI

 HIMALAYA

 ROOPMANTRA

 KHADI
 BRAND IDENTITY PRISM

PICTURE OF SENDER

PHYSIQUE PERSONALITY
Yellow , Logo- Caring , Loving
Ayush

Indian Culture, Good

Trust , Reliable Relationship with
RELATIONSHIP CULTURE
customers

Beauty Solutions,
Personal Confident
Grooming
REFLECTION SELF IMAGE

PICTURE OF RECEPIENT
 FURTHER DISCUSSION
 What could be the signs that managers can look for to know when consumers have started
changing their opinion of a company's advertising, from considering it to be a harmless
reflection of society to considering it to be the reason for harmful change in society?

• CUSTOMER
ENGAGEMENT ( PPC)

• INVENTORY

• NEW DEALERS

• WORD OF MOUTH

• SALES
THANK YOU