unilever case study - handout
TRANSCRIPT
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7/31/2019 Unilever Case Study - Handout
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The Root of the Brand
Pears keeps your skin Innocent
Till the 50s
Matchless for the
Complexion
In the 90s Pears
mein Kuchh Nahin.
In the 70s and 80s
Some Complexions
never grow up
Way Forward
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Gentle Care Oil Control Germ
Control
Innocent Skin Oil-Clear Skin Germ Free Skin
Gentleness of
Glycerine + NaturalOils
Gentleness of
Glycerine +Lemon Flower
Extracts
Gentleness of
Glycerine + MintExtracts
benefit
rtb
platform
variant
Brand BenefitKeeps Skin in its Pristine, Innocent State
Pure and Gentle
Oil Clear Germshield
Pure and Gentle GermshieldOil Clear
Product
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Contemporary, Premium, Minimalist Packaging
Packaging
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Pricing
Priced at 200 Index to market average always
Competition pricing
Discount soaps (Lifebuouy, Godrej No. 1, Nirma)
75-85 Index
Lux 100 Index
Santoor 100 Index
Dettol 150 Index
Dove 270 Index
Nivea 200 Index
Palmolive 150 Index
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Competitive Brands
Dove :
Not a soap .. 1/4th moisturising cream
Lux International
The right care for your skin Palmolive Extra Care
Soft skin that you can feel
Camay International
For soft, smooth skin
Nivea
Creamy care for soft skin
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Pears 10 years performance
Steady upward growth seen on brand
While it is a seasonal brand with heavy upward swings in winter,
introducing variants have helped retain brand shares even in summer
2
2.42.6
2.9
3.43.6 3.5
3.94.0
3.84.0
1
2
3
4
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009Oct YTD 2010
Pears:MSVAL
4.8
in
2011
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Penetration trendAfter peaking with Masoom film,penetration of Pears has not grown
3.8
0.9
1.4 1.4
1.00.9
1.51.3
0.8 0.7
4.3
3.8
3.33.2
4.0
4.9
5.5
4.04.2
4.84.9
3.7
3.33.33.5
3.7
2.9
0.140.130.13 0.09 0.05 0.06 0.08 0.06 0.06
0
2
4
6
Q3'08 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10 Q2'10 Q3'10
HH(%)
Pears Pears Minis Pears Singles Pears MLPs
Decline has slowed down after significant drops in previous 2 quarters, howeverusership levels lower than YA
Similar trends seen for Singles and Minis; MLPs maintain penetration on a lowbase
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2011 onwards
New campaign being planned to grow Pears further
Issues & Opportunities for Pears
Grow penetration with new proposition to try appealing to
new consumers Keep growing through SOR growth among existing users
New Campaign
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Wear the Brand Managers Cap
Look at the campaign in entirety & propose an IBC
plan for the new Pears campaign
Make a plan that convinces your Category head to
release extra budgets for your campaign TV advertising for next 40cr
You want to ask for extra money on top of this to grow the
brand
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Campaign Summary
Objective New users or SOR?
Campaign Idea: [ ]
Target group for the campaign
Channels to use
Executions:
1. _____________
2. _____________
3. _____________4. _____________
Budgeting for activity
Rationale for the budgeting
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Execution
What is the idea?
What is the scale?
Will my idea reach
enough people to make a
difference to brand
growth and sales?
What is the business case ?
What is the cost, what is the
potential return?
What is the evidence, it
will work?What are the risks?
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Thats it!
A few tips
Remember to nurture ideas
Be business minded, yet creative
Make sure you have explored every P to see if you aredoing enough
Create scalable plans