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HUL's presence in ndia dates back to the late 1800s (By Lever brothers)
1888 - Sunlight soap 1895 - Lifebuoy soap
1902 - Pears 1905 Lux
1913 - Vim
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W orld's largest selling detergent in volume terms.
W heel is the largest brand in the Hindustan Lever portfolio.
W heel is the tenth largest FMCG brand in ndia.
W heel is the largest detergent franchise across the fabric wash
category in ndia.
W f heel were to be a standalone company it would rank 228 on
the ET 500. CEO, HUL
W Unilever manufactures enough heel detergent to wash every
garment in ndia for 45 days.
W n 1980's low cost detergents had grown to 80% of volumes.
W Surf was Rs 21/kilo and Nirma was Rs 7/kilo.
W By falling market share, HUL reworked the marketing strategies.
- C.R.I.S.P. Cost Reduction n Surf Prices
- S.T.I.N.G. Strategy To nhibit Nirma's Growth
W 0% of Nirma users complained of the harshness on hands.
W heel launched in 1987 against Nirma.
W HUL wanted heel to be a standalone business of its own to dominate
the low price segment.
W WheeI Active, has been introduced to upgrade consumers to a
higher order product.
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W MRP of heel Active Powder brought down from Rs 75 to Rs 7
on a 2 kg pack.
W Rs 10 pack has been raised to 275 gm from 250 gm.
W 275 gm and 50 gm heel Green detergent powder to 300 gm
and 00 gm.
W Now a days, it is also available in small sachets to attract low SEC
or slum market segment.
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W Unorganized Market & Competition with Local Player.
W Establishing Rural Distribution Center.
W n 1994, 34,000 distribution outlet opened in 34,000 villages.
W Strong hold at Karnataka, Bihar, MP, Maharashtra & Gujarat.
W Subsequently achieved better return than higher-end
cleaning products.
- Wheel ls LargeLed aL Lhe mass markeL and aL people movlng up
Lhe economy ladder from Lhe lowermlddle Lo mlddleclass seg
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W No sweat promises - heel targets the smaller towns and
promises to ease the housewife's life with its effortless cleaning
premise.
W heel is positioned as a tough fighter of dirt and offers value for
money. The "IaIitaji" ad was created to identify the brand.
W Bollywood stars as Brand Ambassadors (Salman Khan).
W t also sponsered various TV shows like Wheel Smart Shrimati to
develop its brand image among the people.
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