Subject category:
Marketing
Published by:
IBS Research Center
Length: 18 pages
Data source: Published sources
Abstract
In 2005, Hindustan Lever Limited (HLL), the Indian subsidiary of Unilever is one of the leading fast moving consumer goods (FMCG) companies in India. Following the stagnant growth, HLL decided to relaunch Lifebuoy, a health soap popular with blue-collar workers, as an upmarket family soap. It changes colour, shape and fragrance and introduces several variants. It also extends Lifebuoy to other categories like talcum powder and liquid hand wash. Is relaunching Lifebuoy as a family bathing bar the correct strategy? Has HLL cannibalised its other brands by overextending Lifebuoy? A structured assignment ''506-162-4'' is available to accompany this case.
Location:
Size:
INR11,060.55
Other setting(s):
2002-2005
About
Abstract
In 2005, Hindustan Lever Limited (HLL), the Indian subsidiary of Unilever is one of the leading fast moving consumer goods (FMCG) companies in India. Following the stagnant growth, HLL decided to relaunch Lifebuoy, a health soap popular with blue-collar workers, as an upmarket family soap. It changes colour, shape and fragrance and introduces several variants. It also extends Lifebuoy to other categories like talcum powder and liquid hand wash. Is relaunching Lifebuoy as a family bathing bar the correct strategy? Has HLL cannibalised its other brands by overextending Lifebuoy? A structured assignment ''506-162-4'' is available to accompany this case.
Settings
Location:
Size:
INR11,060.55
Other setting(s):
2002-2005