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ProductDevelopm

entProject,

Marketin

gManagement-2n

dTrimester

2

012

WinningIndianMarket

through

Innovations:HUL

The Document gives an overview of 2 Innovation Products of HUL

which are researched in line with the ambitious and audacious target

of Unilever Sustainability Living Program. The document also gives an

insight into the shift in thought processes and innovations of the

FMCG major in a vastly changing Indian market.

Amrita School of Business,

Bengaluru

Prepared by,

SURAJ M

NANDALAL

MARIA JOSEPH

SAGAR INDRAN

VISHNU VIJAY

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Strategies of HUL

Compass into Action

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Innovation at HUL

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Indian Market: Changing Spirits

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Unilever Sustainability Living Plan

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PRODUCT DEVELOPMENT: 1

Dove-Rinse free

The first product we are going to launch is Dove-Rinse free. This product is developed with keeping

the Unilever Sustainable plan in mind. It also sustains HUL way of winning with brand and innovationapproach. It also meets HULs goal of consistent, competitive, profitable and responsible growth.

Rinse free is a substitute for shampoo that rinses your hair without water.

This product comes under the product development area in the market expansion grid. Because this

is development in the existing product line itself. As HUL already has Dove shampoo,dove- rinse

free would be a product development in the existing product line of shampoo. But as earlier

mentioned it is not a shampoo but a perfect substitute for it.

The main agenda of this product is to meet HULs motive of being environment friendly. And that is

the point of differentiation i.e. save water and time. It washes the hair without water and does notrequire drying also. The 4 Ps of this product are as follows:

SEGMENTATION, TARGETING AND POSITIONING (STP)

Segmentation:

This product is designed for the mass women market .

Targeting:

This product will be targeted towards women of all age geographic locations in the country.

Positioning:

Rinse Free is positioned as an eco Friendly and time saving substitute for shampoo.

Point of differentiation (POD):

To women, who does not have time and loves to have beautiful hair, Dove Rinse Free is a cleaning

solution. Now clean your hair without using a single drop of water.

4 PS OF MARKETING

1. Product It rinses your hair absolutely without Water.Very easy 2 Step for cleaning your hair:

a. Apply Shampoo on hairb. Swipe with a Towel

There is no hair drying required after the use of rinse free it leaves your hair clean and dry. You will also have the feel of cleanliness 100% guaranteed. The point of differentiation of this product is that it saves time & water.

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After the research and testing there is no hair fall or side effects seen. Its a Research product and is tested & used by NASA Team. Its available in Shampoo & Conditioner variants also. It is also available in 100 ml, 200 ml Bottle & 2 ml Sachet at Rs.2/-.

2. PRICEBrand Company Pack Size (ml) Price ( in Rs)

Dove HUL 100 ml 65

H&S P&G 100 ml 64

Garnier LOreal 100 ml 65

No Rinse Nil Aqua 100 ml 162 ($ 3)

Dove Rinse Free HUL 100 ml 85 - 90

As we can see from the above table the main competitors of dove-rinse free in India are head and

shoulders, garnier and dove shampoo itself. There is a international and most apt competitor for theproduct is from a US brand called No rinse which has the same features as that of rinse free.

The Price of the product in the Indian market will be approximately between Rs.85 90 /- It is

classified as a premium segment product in the Indian market. As the price of the product is

competitive as compared to other brands we have an advantage of getting the maximum customers

using our product. And as our product is the first one to come in the market with such attributes we

will definitely attract more customers.

The nearest competitor No Rinse, even if it imports will have to be sold at around Rs.150/- which

will be higher than our product. And the present premium segment shampoos cant offer the water

free rinsing feature at Rs.65 /-. It is also available in 200 ml at Rs.180 & 2 ml Sachet at Rs.2 /-

3. PROMOTIONTag Line :- Ab har din Dove se

Brand Ambassador KatrinaKaif

Ad Campaign:- Amir Katrina & Happy Dove Family of 100 Women.

Ad Agency:- WPP Plc (Mindshare)

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Other mediums of promotion

TV Ads Internet Medium Magazine Fashion Shows Free Trial Promotion Blind Test - 89 % Success Outdoor Marketing Bush Fire & POP Eye

4. PlaceIndia Launch - Feb 2013

Product Visibility across 2 million HUL stores & Retails HUL s 12 Shampoo Plants to Manufacture Combined Rural & Urban Launch Target Modern Trade Separately Use Strong National Networks & Distribution

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PRODUCT DEVELOPMENT : 2

PUREIT : ECO COOL

Point of differentiation (POD):

To people, who wants to drink pure and safe water ECO COOL is the best water purifier, whichgives you pure and safe cool water instantly and energy free

SEGMENTATION, TARGETING AND POSITIONING (STP)

Segmentation:

This product is designed for the mass market as the clean and cool water as it is the need of all the

people across all boundaries. Specially places with very hot summers such as and central India.

Targeting:This product will be initially targeted towards Health and environmental ly Conscious Families who

can avail clean as well as cool water from this product.

Positioning:

ECO-COOL would be positioned as an eco Friendly, Power Free And Cool Water purifier thereby

serving three purpose at a time.

4 PS OF MARKETING:

1. PRODUCT 30 million people have gained access to safe drinking water by using pureit in home

since 2005 without using power.

The product is in line with the Unilivers Sustainable Living Plan which includes to help 1billion people to improve their health and well being and to reduce the environmental

footprint of the company by half.

Continuing Innovation through the brand of Pureit with its variant Eco Cool. FIRST ECO FRIENDLY, POWER FREE Water Purifier Providing 100 % Safe Cool Drinking

Water in Summers. Applying the Principle ofLatent Heat of Vaporizing / Mud Pot Technique to cool Water. WHO & UN Approved 100 % Safe Drinking Water. No use of Electricity, Zero Emissions. No Harmful Wastes / Bi Products like Reverse Osmosis (RO). Use of Sterile & Bacteria Free Plastics, Ceramics for Water Holder. Available in 5 Liters & 10 Liters Version. No Refrigerator & get up to 180 C Cool Water in 2 Hrs. Micro Porous Non Breakable Ceramo-plastic Collection Base . Patented ( Approval Pending) - Scientifically proven Technology.

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2. Price

Pricing for Indian Market will be approximately Rs.1200 /- The Prices of other Variants are as below

Brand Add Feature Capacity (Litre) Cartridge Cost Price (Rs)

Pureit Eco cool Auto Fill 5 L 350* 1500

Pureit Eco cool Nil 10 L 550* 2000

Pureit Eco cool Auto Fill 10 L 550* 2500

Brand Company Capacity (Litre) Cartridge Cost Price (Rs)

Pureit HUL 5 L 350 1000

Swach TATA 5 L 330 990

Aquaguard Aqua guard 5 L 360 1000

Pureit Eco cool HUL 5 L 350* 1200

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3. PROMOTIONTag Line :- Bijli ke Bina Thande ka funda

Brand Ambassador Amir Khan

Ad Campaign:- Amir Khan awareness on Energy Saving Initiatives by HUL through Pureit.

Ad Agency:- WPP Plc (Mindshare)

Other mediums of promotion

TV Ads Internet Medium Magazine Promotion through stalls Blind Test - 95% Success Outdoor Marketing Bush Fire & POP Eye

4. PlaceIndia Launch Schedule

North Region - Feb 2013 West Region Feb 2013 South Region April 2013 East Region July 2013

Key Factors

Product Visibility across 1 Lakh HUL Pureit stores & Retails HULs Pondy & Haridwar Plants to Manufacture. Use Strong National Networks & Distribution. Product Visibility across 2 million HUL stores & Retails.