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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Lakme dominated the Rs 1300 crore colour cosmetics market in 2005 , with around 50% market share, followed by Revlon.

Lakme was a leader in nail, lip, face and eye makeup products. Elle18, Lakme's mass brand aimed at teenagers was introduced in the mid-1990s.

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In May 2004, HLL decided to withdraw Lifebuoy talc, which had captured a 2% market share in the talc category. As Lifebuoy was the largest selling soap brand in its kitty, HLL felt that its powder variant also needed to have significant shares to justify its existence in the market...


Exhibit I: Lifebuoy
Exhibit II: Fair & Lovely
Exhibit III: Lux
Exhibit IV: Pond's
Exhibit V: Clinic All Clear
Exhibit VI: Sunsilk
Exhibit VII: Lakme
Exhibit VIII: Axe
Exhibit IX: Lakme Beauty Salon
Exhibit X: HLL Brand Activity Since 2000


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