Realities of Emerging Markets: Some Lessons from Unilever's Strategy for Lifebuoy & Sunsilk in India
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Case Details:
Case Code : BSTR295
Case Length : 16 Pages
Period : 2001-2008
Pub Date : 2008
Teaching Note : Available
Organization : Hindustan Unilever Ltd.
Industry : Consumer Packaged Goods
Countries : India
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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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Introduction Contd...
Analysts felt that HUL's success in India was largely due to
the fact that, over the years, it had developed a very good understanding of the
Indian market. It had developed the ability to cater to all segments by adapting
its products, prices, and promotions to each of them.
In the 2000s HUL increased the sales of its mature brands such as Lifebuoy (bath
soap) and Sunsilk (shampoo) by targeting new segments in innovative ways and
this attracted the attention of experts as well as competitors.
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In 2002, the company started a marketing program, Lifebuoy
'Swasthya Chetna'('Health Awakening'), targeting the bottom of the pyramid4 (BoP)
segment in India with the dual objective of increasing awareness about health
and hygiene among the rural and urban poor and increasing the sales of Lifebuoy
by increasing the number of people who used soap.
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In 2006, it launched a pioneering brand portal for
Sunsilk, Sunsilk Gang of Girls (GoG), targeting the increasing number of
Internet-savvy girls, where consumers could bond with each other and
also with the brand.
Industry experts were appreciative of both initiatives, which they felt,
were in sync with the needs and aspirations of the target group (TG) and
the ground realities in India. With India being viewed as a test market
for emerging markets strategies, analysts felt that the learning from
these initiatives would help Unilever to develop a strong presence in
other emerging markets as well... |
Excerpts
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