Market Strategies for

HUL Ayush
Group-3
Creating Favourable Attitude

• Ad campaigns based on Tri-component Model – Cognition,

Affection and Conation.

• Central route of the ELM model focused on Cognition of the

product and brand.

• Peripheral route of the ELM model focused on building Affection

and Conation
 Market Scenario
HUL
Emami 3%
5%
Honey
Himalaya Toothpaste
15%

Patanjali Facewash
45%
Tea

Soap
Chawanprash
Dabur
32%

Estimated Market Share of Ayurvedic/Natural Major Categories of Ayurvedic/Natural

Products by Companies Products
 Product Categories to Focus on
IMMUNITY
• Focus on Immunity booster category. (Kaadha, Natural Tea, etc)
• Introduce skin-friendly Handwash and Hand sanitizers.

NATURAL CONSUMABLES
• Introduce all-natural/Ayurvedic consumables category of existing brands.
(Horlicks, Knorr, etc.)

HYGIENE & PERSONAL CARE

• Range of new products in the natural hygiene and personal care products.
(Nature Protect, etc.)