NATIONAL INSTITUTE OF TECHNOLOGY TIRUCHIRAPPALLI

END SEMESTER EXAMINATION – February 2022 SESSION

DEPARTMENT : Management Studies

DATE & TIME OF EXAM : 22nd February 2022, 10.00 AM to 12.30 PM
SUB CODE : MB 829 – ANALYTICS FOR STRATEGIC MARKET PLANNING
DURATION : Two Hours

FACULTY NAME : Thamaraiselvan N

Note to Student:
1. Make sure the ‘Declaration and statement of authorship’ is uploaded along
with the answer sheet as cover sheet (First Sheet)
2. TIME MANAGEMENT IS YOUR RESPONSIBILITY

You may contact me in my number 9443777217 THROUGH WhatsApp to clarify your doubts. You are
requested to adhere the guidelines (circulated to you) provided by the Institute.

Please upload the answer sheets immediately after the exam duration. Any delay will be accepted subject
to the approval of the academic higher authorities.

ANSWER ALL QUESTIONS. ALL QUESTIONS CARRY EQUAL MARKS. 3 X 10 = 30 MARKS

1. Nature Protect: Harness the super power of nature

After a long time, the market is witnessing a brand launch from HUL. So far, HUL has been playing
around with its existing power-brands through brand and line extensions. However, HUL is facing
this pandemic rather aggressively with a new brand- Nature Protect.

The COVID-19 pandemic had a different kind of effect on businesses. While most businesses faced
a serious existential crisis, some category showed strength and resilience. One category which had
the most advantage during the pandemic was products related to hygiene. Hygiene products raced to
take advantage of consumer fear and products were tagged with germ-killing propositions across
product-ranges.

HUL found this time to be ripe for a product launch. Nature Protect, as the brand name suggests, is
in the "natural" space of the market. The brand is in the hygiene category with products such as
surface disinfectants, sanitizer wipes, vegetable wash etc.
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END SEMESTER EXAMINATION – February 2022 SESSION

The basic promise of Nature Protect is its natural ingredients and the USP is the neem content. Nature
Protect is heavily banking on the efficacy of the neem ingredient as the selling point. While HUL has
similar natural/ayurvedic brand like Ayush, that brand has not taken off as expected. Ayush is now
pitched as a fighter brand against Patanjali and the likes. Nature Protect is expected to boost HUL's
brand portfolio in the naturals space where there are strong consumer interest and future potential.

Another advantage of having a natural-based brand is the Unilever's fight with Dettol dominated
hygiene category of disinfectants and related products. So far, Unilever has not been able to fight
Dettol which is slowly expanding its product range. Lifebuoy is fighting it in multiple categories and
Nature Protect is expected to open another flank in the fight for supremacy in this category.

Nature Protect will help HUL to further expand the hygiene category especially appealing to
consumers who are worried about chemical-based hygiene products. Right now, the HUL has been
covering the hygiene market with brand extensions and now it has created a focal brand for all
products in this category. That gives a lot of freedom for the brand managers to explore new emerging
categories like vegetable-wash, laundry sanitizer, sanitizer wipes etc.

The launch ad ( in my opinion) is a disappointment for such a high-profile launch. There is a trend of
using kids in all things related to germs. Nothing worthwhile in the ad to write about. The brand name
in a typical textbook-style conveys the brand promise. The USP of neem ingredient is relevant but
can be copied by the competitor and thus negate the point-of-difference.

Although HUL is known for its marketing finesse, it has a tendency to abandon their brands after the
initial hype. Hope that will not happen with Nature Protect.

QUESTION: CREATE A MARKET RESPONSE MODEL FOR THE ABOVE CASE.

2. Dabur Sanitize : Complete Family Protection

It was a launch that had to happen one day. The Covid pandemic accelerated the product entry into
the new hot category- sanitizer. Dabur which is one the respected FMCG and health major in the
country did not let the opportunity wasted. In March 2020, the company accelerated the product
launch of its range of sanitizers and antiseptic liquid product range into the Indian market.

The corporate brand Dabur is associated with herbal/ayurvedic products and true to its heritage, the
new product launch also has herbal ingredients like Turmeric and Aloe vera inside. What is interesting
about the new product launch is the brand name. Dabur has decided to use the generic name Sanitize
for the product range endorsed by Dabur brand. Under the brand name Dabur Sanitize, the company
has launched a range of products like hand sanitizers, antiseptic liquid and soap. Another interesting
thing is that it has another variant Dabur Sanitizer Plus which is an antiseptic liquid promoted in
South India using the actress Simran. Dabur Santize antiseptic liquid is challenging the market leader
Dettol. The USP of Dabur Santize is the properties such as antibacterial, antiseptic and no-burning
(which takes on the Dettol ) along with natural ingredients like turmeric and Aloe vera.
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END SEMESTER EXAMINATION – February 2022 SESSION

The market is currently flooded with products such as santizers, antiseptic liquids, creams, sprays and
what not. The market now has the demand owing to the relentless spread of pandemic and fear. So
the market is able to contain the supply of these products to a large extent. In that way, Dabur also
will ride the wave of this category growth. The buzzword at this point in time is the ability of these
products to reach the point of purchase. According to the news reports, Dabur Santize is available
initially in online platforms. The brand will benefit from trend once it is available offline at a large
scale.
In a branding perspective, Dabur had chosen not to launch these products under a new brand or even
a sub-brand. Rather it has used the generic product descriptor route for the new products. In one way
the company has missed the opportunity for a new brand which could've offered more individuality
and flexibility in terms of positioning and promotion.

QUESTION: What were the analytical tools they would have used for segmenting and targeting this market
by DABUR? Assume and write any two analytical tools on how they would have conducted to get the
marketing insights?

3. Develop a perceptual map Two wheeler bike segments in Indiaproduct category

and explain its insights

CASELET SOURCE from: MARKETING PRACTICE BLOGSPOT

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