According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) “first moment of truth” and it’s considered the most important marketing opportunity for a brand. The term "First …
Tag: Unilever
FMCG Distribution Network
The typical chain for a grocer store FMCG product will be: Manufacturing plant -> Company Ware House -> Regional Ware House -> Regional Stockist or Depot -> Super Stockist or Depot -> Stockist/Depot -> Distributor -> Retailer Main Godown -> C&F Agents/Super Stockists -> Distributors as per the territories -> Wholesalers/Retailers So, the retailers either …
Brand Relationship Spectrum
Brand Management is a classic example of markets have changed into consumer-driven markets. Today, brand managers face a lot of market fragmentation, market realities, and competition. The Brand Managers are under pressure to leverage upon the brand assets because of higher costs of creating new brands, although this is dependent upon your brand strategy which …
Lifebuoy – Swasthya Chetna
Developing markets such as India are an important source of growth for Unilever. The company is adopting unique marketing approaches to increase consumption of its products in these regions, positioning itself as an ethical brand that benefits wider society. Unilever’s Lifebuoy ‘Swasthya Chetna’ (‘Health Awakening’) campaign is one example. This educates people on the importance …
Clinic Plus and Chulbuli
Clinic Plus is the second most sold brand of shampoo in the rural markets after Cavin Kare's Chik shampoo. The following Clinic Plus advertisement is designed for the Indian Rural Markets. There is an animated character called Chulbuli. The advertisement is partly based on the small girl of the original urban advertisement. We see both the advertisements below …
Notice the change in Fair & Lovely
Fair & Lovely is a fairness cream of Hindustan Unilever. It is a 1,100 crore brand from the FMCG giant and is one of the largest selling brands in the world. So, what is the big deal about it? The big deal is: Fair & Lovely is going to change its position in the market from …
Hindustan Lever and its strengths
Hindustan Lever Limited (HLL) is the largest detergent manufacturer in India. HLL is one of the few companies that targeted and delivered to the bottom-of-the-pyramid (BOP) markets very effectively. One of the key strengths of HLL is their distribution and marketing penetration in the BOP markets. HLL products are manufactured at around 100 locations around …
Brandalyzer 
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