mAishwarya Lahiri, Bikash Jyoti Borah, Divya Sarin, Joy Chakravarty,
Anubhav Khandelwal, Harsha Jagasia, Daniel Fernandes, Ananya Mohanty
V ine of the oldest players V Result of merger between William Hesketh Lever- England, Margarine Unie- Netherlands and Lever Brothers- India V Total size of HLLǯs detergent business: Rs. 2000 crores (nearly 40% of the 5000 crores market) V = key brands- Surf, Rin and Wheel, and smaller brands like Sunlight and 501, and Rin ALA V Started with door to door delivery- reached up to 200kgs a day V Was sold in poly bags, as compared to surf Ǯs significantly expensive cartons V Positioned as a cheaper alternative to Surf and as a superior product compared to inferior washing soaps V Became a symbol of a low priced, good quality detergent V sales grew at a rate of 49% V Aimed at the unorganized laundry soap market in the urban and rural areas V launched Nirma detergent bar, to counter Rin, selling at one third of the price of Rin. a
m Creating a jingle that connects to the market
m A new fresh advertising campaign m Concentrating on cost m Guerilla advertising m IMC m New agency: new ideas, new creative ¢
r Nirma consumers received Dzacceptabledz quality in lieu of low price
r HLL CiULD possibly follow this way.
V
r This is what HLL did
r They launched DzWheeldz
V =
r Nirma was popular in Gujarat in 1980s
r Was gaining on markets as yet unexplored by Surf (middle to
lower classes, rural)
r Surf could have adopted various measures like price decrease to
appeal to rural markets Î
r Some amount extra with pack
r Free items (buckets etc)
r Produce sachets
r Stick sachets in magazines and newspapers
a decided to sell Surf in polybags as against its previous expensive cartons ¢
V Earlier, Surfǯs campaign ads were always used
to establish ǮSurf washes whiterǯ. V In 1985, HLL created a character called potrayed by TV artist Kavitha Chowdhary. Lalithaji represented a smart housewife who knew that good value always comes at a price. Î
V Then launched a white detergent powder
called n 1985
V priced to match Nirma
V targeted the eastern and southern markets
where Nirma was not very strong 4 V R&D department of HLL was given the responsibilty of producing a low-cost detergent, which gave better performance, at the same time, without any side-effects like ones caused by high soda-ash content in Nirma. V 1986: developed a NSD(non-soap detergent):
V launched as a detergent bar too to counter Swastikǯs Super 777 _ V carefully selected the locations for new plants in Gujarat, Uttar Pradesh, Rajasthan, Punjab and Pondicherry V HLL supplied the raw materials, the contractors hired their own labour and produced the detergent. V provided HLL with greater flexibility to start new units faster, thus gaining concessions and significant cost savings. å
Î
V Wheel Detergents powder was packed in 30-
gram plastic sachets, instead of usual one-kg packs. It was priced at Rs. 5.50 as against Nirmaǯs Rs. 5.25. ü
V campaigns emphasized that Wheel provided
Dzextra power, extra lather and was safe on hands and clothes.dz
V aimed at creating dissonance in the minds of
Nirma buyers about the safety aspects and the benefits of switching over to Wheel.