Hindustan Unilever

Soaps and Detergents

Segmenting, Targeting and

Positioning P,rnkdJ, Prat1gya RdJeev and Raj
Segmentation of Soa ps b HU
y L
Hygiene Beauty Fragrance Ayurvedic
Keep germs away Glamour Keep body odor away Health conscious
quotient
Avoid skin diseases Seek fairness Feel good with good Chemical free
and infections smell
E.g. Lifebuoy Lux/Dove/Pears Lux/Rexona/Liril Hamam

Segmenting Targeting and Po"t1on1np,

Segmentation of Detergents b HUL
Value Seekers I Social Image
y
Emotional Advanced
connect User
Washing as a house- White clothing as Don't worry about Buyers s
with washing
hold chore symbol of esteem stains machines
Powerful detergent Urge to stand out Washing is not a big Washing as a special
with some fragrance from the crowd deal task
E.g. Wheel Rin/Rin Advanced Surf Excel Surf Excel Matic
Soaps Segments targeted by HUL
High

Q)
c
<1J High
·
Low
:::c

Low

Beauty/Complexion
Detergents Segments targeted by HUL
High

Q) Low High

·u
0..

Low
Quality
 Product Concept, Branding and
Packaging
Germ protection soap - journey from bar to brand extension into hand-wash,
sanitizer and premium category - brand extension or line extension?

- Encourages women to express their beauty by giving them a million dollar feeling every
time they use one of Lux's exquisite products

" I Pears is the gentle way to keep your skin looking innocent and beautiful

·oave Dove got women to experience the 'real' Dove difference, with the Face Test
\........ campa ign
._.;:>
• Hamam made of natural ingredients like Tulsi,Aloe-Vera and Neem