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Hindustan Unilever
Hindustan Unilever Limited (abbreviated to HUL),formerly Hindustan Lever Limited , is India's largestconsumer products company and was formed in 1933
as Lever Brothers India Limited.
It is currently headquartered in Mumbai, India and its41,000 employees are headed by Harish Manwani, thenon-executive chairman of the board.
HUL is the market leader in Indian products such astea, soaps, detergents, shampoos, as its products havebecome daily household name in India.
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2007 ECC PartnershipAll rights reserved.
Worlds second-largestfood/consumer products company
Indias largest consumer products company 35 brands
Shampoo and colorcream aimed at 20-something single girls Leading shampoo/
color brand in India
Majorityowner
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2007 ECC Partnership
Hindustan Lever and Unilever have big plans
The concept will soon be relaunched for rural parts of India as SunsilkSaheli.
Via mobile phones, which have higher penetration than the Internet inrural India.
Unilever plans to take Gang of Girls global.
The goal is to create the worlds largest online community for girls.
As a practice, all our successes (and failures) are shared globally and wetake learnings from them. Hindustan Lever executive
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Unilever context
Foods and Home & Personal Care business
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History
Sunsilk is the name of a brand of hair care products for
women produced by the Unilever group.
It was launched in 1954 in the United Kingdom.
By 1959, it was available in eighteen different countries
worldwide.
Currently, Sunsilk products are available in over 50
countries throughout Asia, The Middle East, North Africa
and Latin America, where is known as Sedal. In Brazil, this
brand is known as Seda.
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Products
Sunsilk Shampoo and Conditioner
Sunsilk Silky and Straight Shampoo
Sunsilk Hydra
Sunsilk Care & Repair Shampoo
Sunsilk Daily Repair Conditioner
Sunsilk for Hair Damaged by Daily Wearand Tear
Sunsilk Soothing Conditioner
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30% spontaneously mentioned Sunsilk as ashampoo brand following the campaign whilst54% of those who saw the ad mentioned
Sunsilk.
High Coverage Achieved with 40% women25-44 recalling the bus adverts.
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Cont.
Product consideration was very high with60% of those who saw the ad claimingthey are more likely to consider
purchasing Sunsilk. The creative was very popular with over
half(54%) of women 25-44 rating it asvery/quite good.
54% claimed they are more positivetowards Sunsilk after the bus campaign.
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Life Cant Wait
Sunsilks latest campaign, Life Cant Wait, aimsto inspire women all over the globe to live theirlives to the fullest.
The founding idea behind the campaign is thathair can dramatically alter a girls mood andactions.
The philosophy behind it is that by taking
appearance into their own hands, girls areequally taking positive steps towards being morein control of their life: Hair On= Life On
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Market Strategy
In the early years, Sunsilk focused much of itsmarketing attention on gaining international presence.
A new campaign was launched to recruit youngerusers.
The new products focused on hair color, texture,feeling, dryness, etc. The updated Sunsilk campaign,"Get Hairapy", followed the same strategy, marking abold move towards users in their 20s and upwardssaid to be in their "quarter-life crisis".
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Pricing
The present strategic move is designed tooffer a similar consumer value to users ofshampoo bottles.
Thus, the 125 ml pack for Rs 50 has beenconverted into 100 ml pack at Rs 37; the250 ml pack at Rs 100 will now be 200 mlat Rs 70. The steepest cut has beeneffected in the 400 ml pack size which willnow cost Rs 25 less at Rs 125.
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Cont.
Taking the shampoo price wars further,Hindustan Lever had again slashed prices,but this time the price cut has been in the
Sunsilk Natural brand. The company haseffected price cuts between 7.5 per cent to15 per cent across pack sizes, while
retaining the 40 ml size at Rs 10 and alsothe sachets at price points of 50 paise, Re1and Rs 2.
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Thank you for your time....
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Rs.355/-Do The Quiff-Sunsilk Layersand texturedefinition wax
Rs.470The Blow Out
Rs.125Sunsilk Layersand TextureDefinitionConditioner
Rs.175SunsilkLayers andTextureDefinitionshampoo
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