HLL Segmentation - HLL Segmentation

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Segmentation Strategy helped Hindustan Lever Limited (HLL) fight Market war in detergents markets .
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History –HLL (HUL) One of the oldest players Result of merger between William Hesketh Lever- England , Margarine Unie- Netherlands and Lever Brothers- India Total size of HLL’s detergent business: Rs. 2000 crores (nearly 40% of the 5000 crores market) Three key brands- Surf, Rin and Wheel, and smaller brands like Sunlight and 501, and Rin ALA
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Positioning of Nirma Vs HLL tarted with door to door delivery- 200kgs a day old in poly bags, as compared to surf ‘s expensive cartons ositioned as a cheaper alternative to Surf and as a uperior product compared to inferior washing soaps ecame a symbol of a low priced, good quality detergent ales grew at a rate of 49%
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Case Study Hindustan Lever Limited was undisputed leader in Detergent Market. Product – Surf
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Nirma Chemicals Launched Washing Powder in 1982 Nation wide popular Adv Campaign Ad through TV became popular
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HLL Segmentation - HLL Segmentation

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