2009 September | TNMG: The New Management Guru

Archive for September, 2009

Sunlight – Spread the Brightness

Posted by Angshu on September 30th, 2009

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 – rather than using Sunlight as a response they launched a new power brand Wheel. Then they launched detergent cakes under brand names of Wheel and Rin causing further sidelining of Sunlight.

After HLL adopted the “power… More >>

Posted in Marketing

Tags: Advertising, Branding, Brands, Brands of India, Detergent, FMCG, General, Hindustan Lever, HLL, HUL, India, Industry, Lever Brothers, Management, Marketing, Sunlight, Unilever

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RIN – Bijli giri!

Posted by Angshu on September 29th, 2009

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 Star Super Star’ in Star Plus.

Following ads of Rin shows that the ‘Whiteness’ remains its key focus:
1970s:

2000s:
Like some… More >>

Posted in Marketing

Tags: Advertising, Branding, Brands, Brands of India, Detergent, FMCG, General, Hindustan Lever, HLL, HUL, India, Industry, Lever Brothers, Management, Marketing, Rin, Unilever

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Surf Excel – Dirt is Good

Posted by Angshu on September 26th, 2009

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’.

This range of detergent powder provides the benefits of ‘removing stains’ and ‘keeping the color as it is’. The taglines of the… More >>

Posted in Marketing

Tags: Advertising, Branding, Brands, Brands of India, Detergent, FMCG, General, Hindustan Lever, HLL, HUL, India, Industry, Lever Brothers, Management, Marketing, Surf, Surf Excel, Unilever

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Rexona – flawless skin or 24 hours protection?

Posted by Angshu on September 26th, 2009

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 promoted in its ads and from 2005 the re-launched re-packaged modern avatar of Rexona also contains cucumber. ‘For clear, flawless skin’ is the brand proposition of Rexona soap.

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Posted in Marketing

Tags: Advertising, Branding, Brands, Brands of India, FMCG, General, Hindustan Lever, HLL, HUL, India, Industry, Lever Brothers, Management, Marketing, Rexona, Soap, Unilever

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Hamam – Tejaswi Roop

Posted by Angshu on September 26th, 2009

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 of ‘Trust’ as the mother explained to the child as Hamam to be synonymous with trust.

Of late though the characters and settings remain almost same but the appeal shifts to ‘Roop’ or ‘Beauty’ from… More >>

Posted in Marketing

Tags: Advertising, Branding, Brands, Brands of India, FMCG, General, Hamam, Hindustan Lever, HLL, HUL, India, Industry, Lever Brothers, Management, Marketing, Soap, Unilever

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Pears: Aysi Pears Twacha, Aur Kahan

Posted by Angshu on September 25th, 2009

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 in earlier Pears ads soft smooth skin of mother and her child were shown to get the message to… More >>

Posted in Marketing