Archive for September, 2009

Sunlight – Spread the Brightness

Sunlight – Spread the Brightness

Posted by Angshu on September 30, 2009 · 0 Comment

Launched in 1888, Sunlight is Unilever’s oldest brand in India. Initially Sunlight became popular as a laundry cake. But with changing consumer preference – powder detergent became more popular. As a result over the years the importance shifted to other HUL detergent brands like Surf, Rin and Wheel and Sunlight received a step motherly treatment. When HUL faced the competition from Nirma – [...]
Filed in: Marketing
RIN – Bijli giri!

RIN – Bijli giri!

Posted by Angshu on September 29, 2009 · 0 Comment

It is the HUL laundry brand for the ‘Aspiring’ or mid-segment. It was launched in India in 1969. This range provides the benefit of ‘dazzling white cloth’ and ‘at affordable price’. This theme has been propagated through ADs showing self-confident people wearing spotless clean clothes. Recently Rin was also engaged in event sponsorship in the form of sponsoring Kid Reality Show ‘Rin Mera [...]
Filed in: Marketing
Surf Excel – Dirt is Good

Surf Excel – Dirt is Good

Posted by Angshu on September 26, 2009 · 0 Comment

Surf Excel is the HUL laundry brand for the ‘Affluent’ or premium-class. Earlier the focus of the brand was on functional attribute of whiteness as shown in this 1970s ad featuring Lalitaji as shown below. But over the year the focus of this range of detergent powder has changed to broader emotional positioning and now it claims to cater to ‘constantly changing washing needs of the Indian homemaker’. [...]
Filed in: Marketing
Rexona – flawless skin or 24 hours protection?

Rexona – flawless skin or 24 hours protection?

Posted by Angshu on September 26, 2009 · 0 Comment

Launched in 1947, this soap is also for the family and positioned as ‘natural skin care soap to give silky, glowing skin’. The positioning of the brand has not changed over the years. Leftside ad of Rexona soap (‘TNMG’ Print Ad of the day) is from 1980s. So, there is not much difference in current positioning of Hamam and Rexona soaps. That the Rexona soap contains the goodness of coconut is [...]
Filed in: Marketing
Hamam – Tejaswi Roop

Hamam – Tejaswi Roop

Posted by Angshu on September 26, 2009 · 0 Comment

This brand was launched in India in 1934. Hamam is for the ‘Aspiring’ or mid-segment. This HUL soap is positioned as ‘caring, protection-for-the-family’ or ‘complete natural family’ soap. While Liril tends to be ‘trendy’ Hamam is ‘Traditional’. The ads of this soap used to show traditional family members – mostly mother and child in a natural setting and used the emotional appeal [...]
Filed in: Marketing
Pears: Aysi Pears Twacha, Aur Kahan

Pears: Aysi Pears Twacha, Aur Kahan

Posted by Angshu on September 25, 2009 · 0 Comment

Launched in 1902 Pears is positioned as a ‘pure & gentle’ soap which is good for the skin. Please find below some vintage international pears ads. These indicate the targeting of the brand to be children as well which goes rightly with its mild image. But contrasted to this in India the targeting of the soap was and is mainly limited to women especially middle aged mothers. Consequently [...]
Filed in: Marketing
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