Top Story

e4m_logo.png

Home >> Marketing >> Article

HLL goes all out to grab mkt share with new variants

07-April-2004
Font Size   16
Share
HLL goes all out to grab mkt share with new variants

With the launch of Pears with mint extracts and the new Rexona for men, Hindustan Lever (HLL) seems to be trying on another front to retain market share even as a price war continues. The improvised products are likely to positvely impact the consumers psychology which in turn could push up sales, according to analysts.

The FMCG major has introduced a slew of new variants in the market in the past two months across segments covering toilet soaps, fabric wash, food and personal care. HLL is differentiating its offerings from its competitors. Apart from Pears, new launches in the soap segment included Lifebouy in a new shape, Liril orange variant and Fair and Lovely soap with improved formulation. Rin powder has been relaunched with a different formulation in the fabric wash segment, while a taste enhancer, Aromax entered the foods segment, which can be used in a variety of food items ranging from dal and paneer preperations to sambar.

These relaunches are being viewed as an attempt to enhance consumer perception of the existing products. Said SSKI Securities vice president, Nikhil Vora: “Products like Lifebouy, Liril and Pears have their share of loyal consumers. This move is essentially a strategy aimed at changing how the consumer views the product.” With a perception of some enhanced value, the products may gain further market share.

Arch rival Procter & Gamble (P&G) had recently launched a new variant of Pantene, Hair Fall Control. But in general, the slew of relaunches by HLL are not likely to evoke a further response from P&G, according to analysts. Opined another analyst: “These relaunches are part of an internal drive to rejuvinate the products. It is not in response to competition. For example after Lifebouy was relaunched two years back, it has enjoyed a good run for eight consecutive quarters.” The analyst added that Pears is used primarily in the winter months and its relaunch a little earlier with a germ shield is to ensure that it is used in summer as well.

Tags

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education