It is crystal clear that Hindustan lever limited is still the undisputed leader in India in the FMCG sector. Its exceptional strategy and focus upon the marketing plan made it as the leader. HLL main focal point is to enter into the ice cream industry under the brand name “Kwality walls”. Its progress in this segment has been made through merger and strategic alliances with the Indian groups.
Strategy used:
As marketing strategy in the introduction stage, it introduced range of products like feast, softies, Max and Viennetta, Vanilla Gold, Black Currant Sundaes which targeted the take-home segment. In the next stage, in expanding the segment, it had a alliance with the pizza corner in developing “home delivery concept”, which uses distribution network of the pizza corner to make home delivery for the customers.
HLL also involved in “activation and visibility strategy” in which it mainly focuses upon various promotional campaigns to increase the brand awareness and brand visibility. Its announced a special contest for valentine’s day. It next campaign for its Feast range ‘What’s on your stick?’.
HLL also launched innovative campaign called “Ek Din Ka Raja” which was awarded the 'Best Promotion Campaign in India'. This campaign also awarded Silver for the ‘Best Idea or Concept’ and a Bronze for the ‘Best use of Direct Marketing’. This campaign is about picking up 10 lucky customers and giving them 10 lakh rupees to spend on a single day. For its summer promotion it had a alliance with the cartoon network
Positioning:
Some brands under Kwality walls are
Feast range of ice creams was positioned as a 'youth ice cream brand with an attitude'.
Cornetto was positioned as the product for romantic and special moments.
Sundaes positioned as an offering, which helped bring families together for fun and enjoyment
Strategy used:
As marketing strategy in the introduction stage, it introduced range of products like feast, softies, Max and Viennetta, Vanilla Gold, Black Currant Sundaes which targeted the take-home segment. In the next stage, in expanding the segment, it had a alliance with the pizza corner in developing “home delivery concept”, which uses distribution network of the pizza corner to make home delivery for the customers.
HLL also involved in “activation and visibility strategy” in which it mainly focuses upon various promotional campaigns to increase the brand awareness and brand visibility. Its announced a special contest for valentine’s day. It next campaign for its Feast range ‘What’s on your stick?’.
HLL also launched innovative campaign called “Ek Din Ka Raja” which was awarded the 'Best Promotion Campaign in India'. This campaign also awarded Silver for the ‘Best Idea or Concept’ and a Bronze for the ‘Best use of Direct Marketing’. This campaign is about picking up 10 lucky customers and giving them 10 lakh rupees to spend on a single day. For its summer promotion it had a alliance with the cartoon network
Positioning:
Some brands under Kwality walls are
Feast range of ice creams was positioned as a 'youth ice cream brand with an attitude'.
Cornetto was positioned as the product for romantic and special moments.
Sundaes positioned as an offering, which helped bring families together for fun and enjoyment
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