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 Contd...

Axe

In 1999, HLL launched its Axe brand of deodorants in India. Priced at Rs. 120 per 150 ml, Axe was Unilever's largest selling male toiletry brand in the world. The ad campaigns for Axe were highly distinctive. For instance, HLL came up with a 'missing women' campaign, where one hoarding showed the Manhattan skyline, minus the Statue of Liberty with the tag line - Courtesy Axe. Another example was the print ad that Axe ran on Valentine's Day of 2000, in a leading English daily...

Lakme

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.

Elle18 accounted for about 30% of HLL's colour cosmetics sales. The combined distribution strength of Lakme and 'Elle18' brands spanned 65,000-odd outlets. In the late 1990s, Lakme faced new challenges in the cosmetics segment...

Conclusion

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...

Exhibits

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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