What are your views about HLL’s building line extensions
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Marketing Management
Case Studies
CASE STUDY (20 Marks)
This case analyses the distribution
strategy of Hindustan Lever Limited (HLL), the 51.6% subsidiary of Unilever and
the largest FMCG Company in India. Traditionally HLL's distribution network
consisted of wholesalers and retailers. HLL had presence in 80 lakhs retail
outlets and there was 'one size fit for all' distribution strategy to serve all
those outlets. But due to change in consumer demography, consumer behavior and
market structure, the traditional distribution system failed to deliver the
results. Urban customers wanted products with unique, value added and
customized offerings with convenient shopping. Apart from this, emergence of
rural market also forced HLL to change its distribution system. HLL dealt with
these two issues differently. For urbanmarket it developed different
distribution system cater to different type of customers. Along with this, it
provided value added service, convenience and customized offering to urban
customers. On the other hand, in rural markets, to increase brand awareness and
product availability, it introduced alternative distribution systems. Through
these changes, HLL brought its brands closer to customers. HLL's approach to
distribution was holistic and developed a three way convergence of product
availability, brand communication and brand experience.
Answer
the following question.
Q1.
Discuss about the supply chain management and logistics system in FMCG market
Q2.
Explain the effectiveness of logistics system in rural market.
Q3.
Debate the evolution of market logistics system.
Q4.
Discuss how effective implementation of information technology helps company to make its supply chain an
efficient one
CASE STUDY (20 Marks)
Neither China nor the Chinese companies
can be any more ignored at any international business discussion. An officiated
reason is Lenovo’s acquisition of IBM’s PC division that has revved up brand
China. After that, Lenovo is busy building its own brand at the global level.
This top PCmaker
in China has served its home turf so
well with its unique business model, dubbed the ‘Transactional Model’. It is
quite upbeat that the strategy will pay off globally too catapulting it to the
top spot. However, skeptics have their reasons; mainly that its top3 rivals HP,
Dell and Acer wouldn’t let Lenovo topple them. The case study helps debate if
Lenovo’s ‘Transactional Model’ is suitable for other countries also, and if
this model helps it combat global giants operating at a bigger scale. The case
also helps discuss loopholes in Lenovo’s model and how to fill them up.
Answer
the following question.
Q1.
Describe the significance of brand building in such an industry
Q2.
Devise the ways by which companies can overcome their legacy costs, when going
global.
CASE STUDY (20 Marks)
When HLL introduced Lifebuoy in the
Indian market in 1895 (110 years ago) it was positioned as the soap that would
destroy germs and keep the body healthy. The brand found the going tough
especially in rural markets where most people were accustomed to without any
soap. HLL then decided to project lifebuoy as soap for hand wash. The approach
seemed is pay off. By 1900 Lifebuoy had established itself as soap for hand
wash. At this stage, the brand’s inherent properties were expanded and lifebuoy
was
repositioned as bath soap. Health
remained the benefit proposition. “Where there is lifebuoy, there is health”,
become a popular jingle in rural India. The brand was also projected on the
plank of economy. Much later, in 1964, the brand was re launched with a change
in shape and wrapper design. Lifebuoy started associated with sports. The
health and body fitness dimension got reinforced HLL had many requirements to
meet. It had to tap same of the emergency market needs. It had to play down the
image of lifebuoy as villagers soap and it had to embrace to earnings from
lifebuoy brand in the long term. HLL decided to meet these needs through line extensions
such as: Lifebuoy personal, Lifebuoy plus, Lifebuoy gold, liquid lifebuoy and
lifebuoy active.
Answer
the following question.
Q1.
How did HLL Position lifebuoy in the beginning?
Q2.
What was the geographical focus and why?
Q3.
Explain why the brand was going tough in the market?
Q4.
What are your views about HLL’s building line extensions?
CASE STUDY (20 Marks)
To build awareness amongst Malaysia's
Muslim community, Hong Leong Islamic Bank Berhad (HLISB) took a YouTube first approach
and produced a video in centered around the Malay culture of giving dowry. The
first campaign they created was a six minute video called “Amin eh Mano”,
published in November last year. Relatable content isn't just speaking the
language of your target audience; it's also about speaking to them – what tugs
at their heartstrings, what makes them laugh, what engages them. ”We
set out to first understand the psyche,
the likes and dislikes of the typical Malay from what they eat, what they do,
what they listen to, to what they watch,” shares Sairana Mohd Saad, Head of
Branding, Communications & Corporate Social Responsibility at HLISB. “To
hit the majority of the Malay audience, especially when a message is coming
from an unknown Chinese brand like Hong Leong, I reckoned that we had to add in
some exaggeration to accentuate the message and be seen as a company that understands
the core of the Malay culture.” Thus the Negeri Sembilan dialect was
strategically chosen for a localised tone. Weddings, which are a huge part of
the Malay culture which emphasizes on kinship, became the subject of the video.
The mini drama unfolds in the setting of a Malay kampung (village) one which
the target demographic can easily relate to. “I wanted it to be not just
tearjerker ad. It had to have a different touch one which no other brand ad
had,” shares Saad. The success of “Amin eh Mano” is evidence that good long form
digital content is effective in creating viewer engagement. YouTube Analytics
viewer engagement chart shows that after the natural drop off in the first 5
seconds, most viewers stayed on to watch the video almost to completion. Based
on the success of this first video, HLISB is planning a series of YouTube
videos as part of their online campaign. “HLISB will continue its series of
unique storytelling in the hopes of winning the hearts and minds of our target
audience. The stories are all based on teachings of the Qur'an and Hadiths, but
most importantly, they are inherently connected with a strong story to the
bank's digital technology capabilities,” concludes Saad.
Answer
the following question.
Q1.
Describe the usefulness of the technology used by Hong Leong Islamic Bank
Berhad (HLISB), for marketing.
Q2.
Was the marketing goal and approach successful? Discuss in detail.
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Project Report and Thesis contact
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