Dove is the HUL soap brand for the ‘Affluent’ or the premium segment. Though internationally it was launched in 1957 – it was available in India for the first time in 1995. Dove stresses on the point that: ‘beauty is not simply about how you look, it is about how you feel’. Technically Dove is pH neutral whereas other soaps are alkaline and hence Dove is mild on skin. From the beginning of [...]

Classmate This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded [...]

This brand was launched in India long back in 1903. This leading tea brand of India touches lives of more than 500 million consumers. The four sub-brands of Brooke Bond are: Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond Taaza and Brooke Bond 3 Roses. Taj Mahal is targeted to ‘Aspiring’, Red Lebel to ‘Aspiring’ and Tazza & 3 Roses to ‘Striving’ segment. Please find below [...]

Launched in 1993 this brand is for ‘Aspiring’ as well as ‘Striving’ i.e. for both mid and mass segments. The brand stands for non-stop protection from germs even after hours of brushing. Two important marketing tactics by the brand to gain more customer confidence was to offer all its consumers the Germ Indicator in February-May 2002 and Dental Insurance in October the same year. A very popular [...]

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 [...]

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 [...]