branding and positioning final presentation)

Hindustan Lever Limited (HLL) Hindustan Lever Limited (HLL) has been in India

since 1931 and has played a key role in the industrial development of India. 

It has been recognised as a Golden Super Star Trading House by the Government of India.

In 2004, HLL was India's largest FMCG company, with 30 power brands (Exhibit: I), turnover of over Rs. 10,000 crores and 40,000 employees

Hindustan Lever Ltd, India's best known multination, moved to a new corporate identity.

Hindustan Unilever Limited (HUL)

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the Indian public, being the first among the foreign subsidiaries to do so.

Half a century ago, Lakme was first established by the Tata’s on the request of India's prime minister Late Pt. Jawaharlal Nehru who was responsible for helping to launch an India-inspired beauty line.

India's first beauty brand -- LAKME´ -- was born 5th December 1952, at Mumbai.

Lakme‘s first product offering -- perfume -- was followed by other Lakme beauty solutions, including a wide range of cosmetics with nail polishes, lipsticks, face powders, eye & skin products. as Indian woman discovered glamour, they discovered LAKME´.

LAKME´ IS INDIAN FOR “GODDESS OF WEALTH”

The brand name ‘LAKME’ is a French word, which means LAXMI, the Indian goddess of wealth.

Theron T Pond, a Pharmacist from Newyork introduced “Pond's Golden Treasure” in 1846 as a medicine.

In 1905 , it was Re-launched as “POND’S EXTRACT”.

In 1914, Pond's introduced the cold cream and vanishing cream and that moment marked the brand's evolution to a beauty icon.

POND’S IN INDIA Pond's range of products were in

India from 1947

In 1955, Pond's merged with another company Chesebrough

Since 1956, Pond's Talcum Powder has been a trusted beauty product for Indian women.

In 1987, Unilever purchased the brand from Chesebrough- Pond's.

Pond's is a brand that has been carefully nurtured by HUL.

Pond's were among the most trusted brands in India.

>> Face

PRODUCTS OF LAKME

>> Nails

PRODUCTSEvery product in the Pond's collection has been perfected to

leave your skin looking and feeling gorgeous.

Whitening Foam

Whitening Beauty CreamOil Control Face wash

White Beauty Detox Cream

Pinkish WhiteGlow MoisturiserPimple Care Foam

Age Miracle Tinted Moisturiser

Age Miracle Face Wash

Skin Lightening Mask Foundation Powder

Anti-Spot Intensive Whitening Serum

Light Infusing Under Eye Cream

Sales and Ad promotion of lakme

In a market where social acceptance and self-denial were the biggest barriers to acceptance of cosmetics, Lakme was the first brand that took the onus of educating the Indian woman and breaking her myth about beauty and beauty products.

In 1981, Lakme launched an ad campaign to help the Indian woman discover not just the fine art of make up but also the beauty that she possessed.

With this Lakme followed a series of campaigns, one of them being ‘Promising Looking Good and Feeling Great, with Lakme’.

Today it manufactures cosmetics, perfumery, toilet preparations & formulations thereof.

Lakme also provides the complete package with the skin care range and the wide range of colors to spice up the look.

Since the year 2000 Lakme has been setting up Lakme Beauty Salons through franchisee route. Lakme now has about 70 salons in 26 cities across the country. Lakme Beauty Salons provide professional beauty services. The salons not only make good business sense but they nicely strengthen the brand by completing customer contact and experience.

Dozens of women have endorsed Lakme over the years. But some have stayed with us for the longest time. We look at such women who have defined what beauty stood for and reflected the

evolving desires of India.

REKHA SONU WALIA

AISHWARIYA RAI

BIPASHA BASU

LAILA ROUASS

LISA RAY &YANA GUPTA

KATRINA KAIF & RAIMA SEN

INDRANI DASGUPTA

SALES AND AD PROMOTION OF PONDS

In 1914, the Pond's company began to advertise "Pond's Vanishing Cream" and "Pond's Cold Cream" together, making sure to explain each cream's different purposes on the new ads.

POND'S LAUNCHES WHITE BEAUTY DETOX RANGE

Pond’s is now introducing in India its very successful mix, White Beauty, from its international stable of skin lightening products. This product range is leading in Asian market and especially in South East Asia. 

Its Tag line is “Fall in love with the nourished pink glow. The blush that lasts”

Positioning of Lakme Lakme is the only brand that can

understand the Indian woman's needs.

It has a brand personality of someone who takes care of woman’s beauty needs. It tries to position itself amongst its consumers as a product range that will help them look beautiful.

Through Lakme, HUL mostly showcased fresh Indian faces, be it actresses, models or other famous personalities that caters to the beautification needs of not only women in their adult age but in today's context teenagers also.

Line extensions of Lakme is in almost all the segments of cosmetic care ranging from hair care to skin care to beauty salons.

POSTIONING OF PONDS Ponds caters to the needs of both

Indian women as well as women all over the world on a larger scale than Lakme.

It is trying to capture the skin care needs.

Ponds was marketed in India as well as Internationally. Today Pond's has become one of Unilever's most important global brands sold in 84 countries.

The target group that Pond's was aiming are the ladies above 30yrs of age.

HLL decided that the brand have potential to grow in the cosmetics market. So Pond's was positioned as an all purpose skincare brand.

Branding of LakmeAs a brand that promises ‘holistic beauty’, Lakmé has products incorporating the latest technology and inspired by a deep understanding of the Indian woman.

HLL, initially marketed Lakme more in Indian market to cater to the domestic market but they are gradually establishing their foothold in overseas markets.Lakme Lever, part of the Hindustan Unilever Ltd (HUL) has opted for a different strategy to market its product launch. The company deployed a bevy of beauty advisors at 1200 Lakme retail outlets across the country to promote its new launch-dumping mass media ad campaigns.Lakmé India Fashion Week is an initiative that has brought Indian women closer to the world of fashion and the emerging trends in make up and styling. LakmÈ now unveils two fashion statements every year, endorsed by leading fashion designers of the country helping keep India in step with the rest of the world.

Lakme India Fashion Week provides the top tier of the brand communication structure.

BRANDING OF PONDS Ponds International is a global face care

expert- for women in control of their lives, looks and environment.

Started an institute for providing skin expertise called "The Pond's Institute-“A virtual Institute that offers real time skin care expertise and beauty advice which made Pond's the Number One brand in the market.

Ponds have used campaigns and events- the prestigious Pond's Femina Miss India to create and capture the beautiful moments in the life of the Indian Women.

This is a brand that has celebrated Women's courage and personality. A brand that has tried to evolve with the changing persona of Indian Women. Always committed to deliver the complete beauty solution platform and portfolio to make women's skin more beautiful than she ever hope for.

THANK YOU