HUL L.I.M.

E 13: Stage 1 Submission

HUL Brand that you have picked up: Lakme, Axe and Pantene
1. CONSUMER TREND/S YOU’VE CHOSEN AND WHY? (75 words)
Due to the push received by the E-commerce Industry our aim is to place HUL as the one stop solution
for the personalized grooming, due to the recent boom in the E-commerce industry and the increase in
consumer base. We believe this is possible by turning it into a Subscription based business model
revolving around personalized grooming. Subscription model based business which was already
booming, have seen an accelerated growth during the pandemic.

2. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)

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We have chosen to market this product to the upper middle-class demographic. Mainly to
people among the ages of 17-55.Many working professionals lead very busy lives with little
time to concentrate on the products they used for personal grooming. Hence, we want to
make life easier for people with hectic schedules by providing quality products and a one-
stop solution to get them.

3. WHY IS IT IMPORTANT TO SOLVE THIS PROBLEM? (75 words)

Because of the current prevailing situation people are avoiding public saloons. The personal hygiene
has taken a forefront. The pandemic has created a mass awareness for personal hygiene and this
trend is likely to continue well after the pandemic. Since people with busy schedule sometimes can
not focus on the quality of products they use for personal hygiene

4. PRODUCT DESCRIPTION (75 words)(Leave blank if your idea doesn’t have a product innovation)
The aim is to create the product to be as simple and feasible as possible. The product is a kit of basic
hygiene and grooming items. This kit will be provided on a subscription basis (monthly/ quarterly
etc) at the discretion of the customer. This will be fully customizable kit of selected products from
Lakme, Axe and Pantene. The kit will consist of basic products like moisturizer, soap, lipstick,
foundation, eye liner etc. for females and shaving cream, soap, shampoo, deo etc. for males.

5. COMMUNICATION CHALLENGE (100 words)

The 5 major communication challenge to overcome are:
1. Awareness about the product in the catalogue.
2. Convince people to actually try our kit.
3. Behavioural challenge- People have different likes and dislikes.
4. Adding value to the the subscription plan, considering factors like product life, price positioning,
frequency of purchase and necessity of purchase
5. Selling the versatility of product despite having a select set of items in the products.

6. CONSUMER INSIGHT (50 words)

After doing preliminary research on 100 different consumers regarding their grooming preferences,
the products they prefer to use and their usage cycle. It was found that around 70% of them were
likely to subscribe to the product provided the catalogue contains different collection  of products
from different brands and the subscription period is flexible i.e. suiting their usage cycle.

7. CAMPAIGN IDEA (50 words)

The marketing campaign will be carried out via social media and viral loop. Focus group studies will
be done to make the product more robust and to spread the word of mouth for the product. The
product will be highlighted at H.U.L product events and free gift hampers will be given to the guests
to associate themselves with product and get  familiarised with it.

8. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

The product can be sold over multiple E-commerce sights like Amazon, Flipkart etc. to generate a
large consumer base and ease of access. Select social media influencers and famous personalities will
be given the product for free to promote it on their social media handles. A collaboration with
streaming sites like Youtube will enable the creation of targeted ad campaigns and viral loops that will
spread the word about the products and it’s features. The first 2 months of subscription will be given
for free so that the consumers can take advantage of the product, it’s features and get comfortable
with it’s presence in their lives.