Case Essay

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Executive Summary Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit. The company has recently launched the country's first liquid laundry detergent, SURF EXCEL LIQUID, hoping that affluent consumers will pay a premium for a product that promises to make their laundry chore easier. At Rs 230 for a litre, Surf Excel Liquid is currently the most expensive daily use detergent product. So far, liquids were sold only for woollen clothes or as post-wash whiteners and conditioners within the laundry category. This plan analyses the current situation and thus incorporates innovative strategies that will utilize opportunities and address weaknesses discussed in the following sections. The plan addresses the following market challenges: 1. To change the perception of customers and make them switch to liquid detergents from other conventional modes of washing clothes. 2. With 90% penetration in the core detergent space, Hindustan Unilever is now trying to create newer consumption opportunities in the over Rs 15,000-crore laundry market

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