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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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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The other well-known brand from the Pond's stable was Vaseline, which was synonymous with petroleum jelly. The Vaseline petroleum jelly was perceived as an effective, though sticky protection from dry skin problems experienced in winters.

HLL retained the formulation, but began to sell Vaseline lip guard in tubes and small plastic jars. An instant success, the brand name was extended to Vaseline body lotion, a thick, milky, non-sticky body lotion that provided effective protection from winter dryness...


Launched in 1964, Sunsilk was the largest beauty shampoo brand in the country. Positioned as the 'Hair Expert,' Sunsilk identified different hair needs and offered specific variants to the consumer. In 1999, HLL introduced six hair specific variants of Sunsilk. In 2000, Sunsilk toyed with extending the brand to 'ceramide hot oil treatment' and test marketed it. In 2001, HLL extended Sunsilk's association with hair care by launching Sunsilk Pro-Colour, a range of seven hair colours (Natural Black, Natural Dark Brown, Dark Brown with Purple tint, Dark Reddish Brown, Light Brown with Gold tint and Copper with Red Tint) specially suited for the dark Indian hair and skin tones...


Clinic Plus was the largest shampoo brand with a market share of 31%. Clinic Plus was launched in 1987 as a new variant of Clinic Special, a 30 year old brand.

Clinic Plus was advertised as a family shampoo with the positioning of 'protein nourishment for the scalp'. Clinic Special was positioned as a hard-core anti-dandruff treatment shampoo.

The communication for Clinic Plus emphasized the mother-daughter bond. The packaging showed a family with healthy hair...

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