HLL‘s Delicious kwality Strategy!

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

Scotch Brite: An innovative strategy of a hiding giant

An average Indian may not know that the brand “Scotch Brite” is yet another innovation owned by one of the world’s most innovative company “3M India limited”. It always uses “product innovation” as the special attacking strategy for the competition while entering into the segment. Scotch Brite is one such brand which is a scrubber used for cleaning utensils, which is launched in India and all over the world.

Strategy Used:
Since Indians believe that steel scrubbers are better, it is now coming with the steel scrubber under the brand name” Steelo” which serves the taste of the Indian customers better. At the same time, the company also promotes Scotch Brite Scrub pads through various promotional campaigns like super saver offer and conducting housemaids meet to create awareness about scrub pads.
3M is only organized player and pioneer in this segment which faces severe competition from local manufacturers. The price range of the product starts from Rs5 to overcome the competition from cheap priced products in the market.
The product quality is good and the scrubbers are now coming with “S” shaped pads for more convenience for the consumers. The company also involved in direct marketing where the company staffs gets appropriate feedback from the customers

Today in the Indian FMCG segment, the competition is becoming so severe that the companies are started using their corporate names in the TVC ads to grab a dominant place in the minds of the consumers, as an entity which as real love for its environment. Some of the companies are HLL, ITC, TTK and so on. Even HLL have changed its name to Hindustan Unilever Limited; in bring its global name into India. In this situation, 3M is not giving importance in associating the corporate name with its brand. It is already displaying the name of the company in the packages. But customers are not identifying it.
Is corporate identity important for 3M? If so, will this pioneer attach its corporate name with its brand in the future?

Ujala’s violet strategy!! A change from Blue to Violet.

Today’s customers are becoming more conscious about the brands they use and the value they get from it. They take more care in maintaining their cloths. The cleanliness of the cloths is considered to be the main factor which gives image to the individuals and it also shows the ability of the home makers. Even majority of the detergent and washing soap advertisements emphasized upon whiteness
and shows ‘shining’ white clothes as a symbol for a good personality.

The concept of “Blue” in India is very popular that people believed the pigment in the blue powder which makes the cloths whiter and brighter. Reckitt and coleman was the first organized player in the sector despite there are large number of unorganized players in the market. They introduced Robin blue powder which is very lower in prices and possessed a good market share in this sector. This brand “Robin” becomes much famous that the blue was considered to be the synonym for Robin. Since there are no significant threat R&C had never took any marketing effort to enhance the performance of the brand.

Then Jyothi laboratories came with the pioneer idea of whitener which was a violet colored liquid that dissolved easily in water. They decided to introduce under the brand name” Ujala”. The man with the strategic thinking for this brand is Mr. MP Ramchandran. This was the first innovative product in the fabric whitener segment which gives more advantages when compared to other powder blue competitors. The high performance characteristics of the product made the company, register a growth of 50% and grabbed a 25% of the market share in the Rs 25 billion organized fabric whitener market of India.

Strategies used:
Concentration upon the rural markets for its innovative fabric whitener liquid and they made a huge distribution network in the country. Robin lacks in this regard since it is from a foreign company which doesn’t focused upon the rural markets.

Ujala’s Focus on Direct marketing: The company got the required information and the feedback from its staffs who make direct marketing with the customers of the product, helps customers to get more and more customized product.

Innovative radio advertising which had a localized touch in it. This makes path to the word of mouth advertising for the company which made it a huge success and consequently led to the dominance of “Violet” which invaded “the blue”

Advertising agency for Ujala: Situations advertising and marketing services

Other brands of the company:
Maxo – Mosquito repellant
Maya – Incense stick
Jeeva – Soap
Exo – Dish wash bar