Executive Summary: -
While using growth in the developed marketplaces approaching vividness, consumer grouped together goods (CPG) companies started looking toward developing and emerging market segments for long term growth. Global CPG major Unilever Plc. was one of many companies that had a presence in several emerging markets which includes India, in which it managed through it is subsidiary Hindustan Unilever Ltd (HUL). The situation focuses on HUL's strategy for growing two mature brands with mass appeal – Lifebuoy (bath soap) and Sunsilk (shampoo), by simply targeting new segments in innovative ways. In 2002, the company began a marketing plan: -
Lifebuoy 'Swasthya Chetna' ('Health Awakening'), targeting the bottom of the pyramid (BoP) portion in India. Sunsilk Gang of Girls (GoG), targeting the increasing quantity of Internet-savvy young ladies. In 2003-04, the product sales of Lifebuoy grew by simply 20%. Relating to Unilever, the sales of Lifebuoy were demonstrating " straight attributable growth" as sales from the eight states in which the LSC managed was particularly strong. In 2005, the sales of the brand grew by 10%.
This situatio help the pupil to understand:
1 ) HUL's achievement in India was due to its ability to focus on all sectors by changing products, prices, and campaign (Marketing Mix) to each of these. 2 . Transfering of the Brand.
2 . Issues and challenges confronted by global companies with emerging marketplaces. 3. the critical factors for being successful in emerging markets by looking beyond the stereotypical image of these market segments. 4. the difficulties and limitations in focusing on the huge BoP (Bottom with the Pyramid) segment; 5. issues and constraints in focusing on the youth population in the rapidly changing scenario in India 6. the reasons pertaining to Unilever's success in India and discuss whether the company can power on this learning in other growing markets.
Decline in Market Share
The market share of the Unilever company for Lifebuoy started declining due to his competitors....