Rexona – flawless skin or 24 hours protection?

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.

Hamam – Tejaswi Roop

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… Continue reading

La lara la la…Liril

This soap is targeted at the women especially young women. The positioning of the brand is around the basic theme of ‘Freshness’. Liril was the courageous brand that first brought ‘sex appeal’ in the Indian advertisement arena. The vintage Liril ad shows semi-clad girls bathing in a water-fall and singing the famous jingle: ‘La lara la la…’. In early 2000s Liril launched different variants like Icy Cool and orange. Deepika Padukone was used in the ads of Liril orange. But consumers did not accept the change is the positioning of Liril. Very recently HUL is trying to position the brand… Continue reading

HUL Fact File and Brands

Featured

HUL Fact File

Founded
1933

Vision
“To earn the love and respect of India, by making real difference to every Indian.”

Mission
“Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.”

Gross Turnover (2007-08)
Rs. 14938 Crore

Profit After Tax (2007-08)
Rs. 1769 Crore

Number of Employees
15,000+

Logo

Chairman
Harish Manwani… Continue reading

ITC Brands in Personal Care Category

Essenza Di Wills

This is the ‘Super Premium’ personal care brand from ITC. It is the range of ‘prestige fine fragrances’ and was launched in mid 2005. The signature range Inzio has distinct ranges for men (Inizio Homme) and women (Inizio Femme) and provides a ‘comprehensive grooming regime’. The Aqua range for men is a symbol of ‘essence of stylish and confident man’. The latest addition to this brand is ‘Mikkel’ which stands for a ‘fine balance between Mystery and Elegance’.

Fiama Di Wills

This is the ‘Premium’ personal care brand from… Continue reading

ITC Brands in Hotel and Apparel Category

ITC Welcome group

This brand is in the hotel segment. The journey of ITC in the hotel business started with the acquisition of a hotel in Chennai in the year 1975.

ITC hotel is a premium offering and hence targets rich urban people and within than mainly executive class.

Currently ITC has more than 6000 rooms across different locations in India under 4 brands. As per an ITC presentation following is what these four brands stand for:

Brand
Category
Positioning

ITC Hotel: Luxury Collection
Luxury
‘Mansions of Luxury’

WelcomHotel: Sheraton… Continue reading