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Dove hair oil: marketing in India
Sanjeev Prashar, Harvinder Singh, Kumar Saurabh, Virinchi Acharlu Madanapalli,
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Emerald Emerging Markets Case Studies, Vol. 4 Issue: 3, pp.1-12, https://doi.org/10.1108/EEMCS-06-2013-0104
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2013). many industry experts speculated as to whether there was a substantial market at the higher end of the scale for Dove to be able to expect sales at that price. Lever Brothers India Limited was incorporated as a company in 1933. Hindustan Vanaspati Manufacturing Company and United Traders Limited – Hindustan Lever Limited was constituted in 1956.6 billion (US$43.302. With domestic consumer business growing at 18 per cent. Hindustan Unilever Limited (HUL). and the company was renamed in June 2007 as Hindustan Unilever Limited (HUL) (Chronology of Key Events.6 trillion) by 2020 (Confederation of Singh is an Associate Indian Industry. Kumar extended its premium category brand Dove by launching Dove Elixir Hair Oil in November Saurabh is a Student and 2012. Harvinder Singh. but their prices were one-fifth the price of Dove’s hair oil.36 billion (US$64. 4 NO.62 trillion (US$3. 2013).2 billion (US$5.41) for 90 ml(News and Features.47 billion) in 2011-2012 (Somvanshi.192. products in this category. Unilever had roughly a 52 per cent shareholding in HUL(Annual Report and Accounts. solely for educational purposes and is not intended to represent successful or unsuccessful managerial The product portfolio decision making.5 per cent over the previous five years and had net revenue of INR2.33 billion) hair oil market (Bajaj Corp Downloaded by 58. Harvinder and is expected to reach INR165. had based at Indian Institute of Management. Further. 2012). making its brands a part of everyday life (Hindustan Unilever Limited. 2013). brands of HUL. HUL created market leadership position and owned most of India’s top ranking consumer Disclaimer. In India. and two out of three Indians used HUL products. 3 2014. the largest player in the segment. Hindustan Unilever Limited After 45 years of operations in India. 2012).64 billion (US$1. and India.V. HUL’s net sales were growing at a compounded annual growth rate (CAGR) of 13. in Rotterdam (Annual Report and Accounts.1108/EEMCS-06-2013-0104 VOL. DOI 10. 1-21. pp.27. personal care. Table I reflects various products and protect confidentiality. The portfolio of HUL comprised soaps and detergents. 2011/2012a). HUL rolled out 35 brands across 20 diverse product categories. the Virinchi Acharlu company took plunge into the INR66. Dove hair oil: marketing in India Sanjeev Prashar. food and financial and other recognizable information to beverage and chemicals and agricultural inputs. 2008). © Emerald Group Publishing Limited. 2012) and was listed as Unilever PLC in London and Unilever N. Raipur. Kumar Saurabh and Virinchi Acharlu Madanapalli Sanjeev Prashar is a India’s fast-moving consumer goods (FMCG) market has witnessed tremendous growth Professor. 2008).91 billion) in 2011 (Annual Report and Accounts. The major competitors such as Dabur India Limited and Bajaj Corp Ltd.1 billion (US$5. Professor.34 At 03:09 24 July 2017 (PT) Madanapalli is a Student Limited. With the price of INR185 (US$3. The author/s may have disguised names. This case is written brands (Hindustan Unilever Limited. 2011/2012b). the company posted profit after tax of INR259. with the merger of three companies – Lever Brothers.29 billion).09 billion) and net profit of INR269. This was a subsidiary of Anglo-Dutch multinational giant Unilever(Introduction to HUL.211. By 2011-2012. ISSN 2045-0621 EMERALD EMERGING MARKETS CASE STUDIES PAGE 1 . It had a presence in ⬎ 100 countries and had global annual sales of INR3. 2008) and 400⫹ brands and was the world’s leading FMCG company.

TRESemmé.000 billion (US$17. HUL had 55 per cent share and had even a much higher share in petroleum jelly category (Balakrishnan and Banerje. Taaza. Dove Toothpaste CloseUp. Pears and Ponds together garnered 45 per cent of the Indian soap market. PAGE 2 EMERALD EMERGING MARKETS CASE STUDIES VOL. Aviance Conditioner Dove. including Surf. In skin care. Liril. Sunsilk and Dove.400 billion (US$25. Ponds. with major brands including Clinic Plus. Similarly. Cif Water purifier Home appliance Pureit Source: Compiled by authors from www. HUL had 45 per cent of the market share. Dove Body wash Dove.192. Rin.92 billion) soap market (Pinto. and Clinic Plus continued to be the biggest selling shampoo in the category (NSE India. Aviance Creams Fair & Lovely. Aviance Shower gel Pears Face wash Pears. Hamam. Major players in this segment were HUL. Taj Mahal.34 At 03:09 24 July 2017 (PT) Fabric conditioner Comfort Sanitary products Domex.com/beauty-and-personal-care/bath-and-spa/dove⬃brand/pr?sid⫽t06%2Cxrp (accessed 29 March 2013)  Soaps. Breeze Shampoo Dove. Rin and Wheel. Sunsilk. 4 NO. Aviance Deodorants Axe. respectively (Malviya. deodorants and colour cosmetics. TRESemmé. Wheel.  Home care products. Axe Cosmetics Lakme. With reckoned brands such as Lifebouy and Lux.  Detergents. 2010). 3 2014 . Dove. Sunlight Detergent bar Surf. Pond’s and Vaseline market share growing at a double-digit rate (Hindustan Unilever Limited. Gillette India. Liril 2000. Colgate Palmolive. Wheel. In the body lotions segment. oral care products. Lifebuoy. Breeze. Lux.27. Hamam. Table I HUL product portfolio Category Product Brand Personal care Soap Dove.flipkart. HUL dominated India that had an INR1. Pears. Reckitt Benckiser. Elle 18. hair care products. in the shampoo segment. 2011/2012c). 3 Roses. The personal care segment included personal wash products. Vaseline. 2012). 2011). Wipro Consumer Care and ITC were its major competitors (Malviya and Jacob. Clinic Plus. the company had a market share of 49 per cent with strong brands such as Fair & Lovely. Rexona. Rin. 2011). Clinic Plus. Lipton Coffee Bru Ready to cook Knorr Soup Knorr Salt Annapurna Jam Kissan Squash Kissan Ketchup Kissan Bread & cake Modern Frozen desserts Kwality Walls Home care Detergent powder Surf. Godrej Soaps. had 36 per cent of the market share and Wheel and Rin had 16. Lifebuoy. Prominent competing brands were Ariel and Tide (from Proctor & Gamble). Dabur and CavinKare (Arora. Nirma and Ghadi. 2010). Sunsilk. Sure. Pepsodent Food and drink Tea Red Label. Lux.  Personal products.9 and 6 per cent market shares. Clear. Axe. The detergent market in India was of INR1. Godrej. of which HUL brands. 2012). The toothpaste category had strong brands including Pepsodent and CloseUp which dominated with 23 per cent of market share of the INR320 billion (US$7. 2012). 2012).79 billion) (Bhupta. HUL’s home care products strongly contributed to the overall growth of the company by recording double-digit volume growth during 2011-2012.28 billion) Indian toothpaste market (The Hindu Business Line. Sunlight Dishwash bar & liquid Vim Downloaded by 58.

HUL has formulated joint marketing plans with some of their established customers such as Walmart. MTR Foods and Karnataka Cooperative Milk Producers Federation Ltd. better stores” programme. Lizol and Harpic (Hindustan Unilever Limited. which focusses on better availability and visibility of key brands in retail stores (Hindustan Unilever Limited.54 billion) by 2016 (Market Research on Food and Beverages. 2012). beverages. 2013). HUL. Britannia Industries Limited. Hypermart and Tesco. better and faster innovations. In the INR10 billion (US$180. Vim Liquid also flourished. The company has supported six million indirectly serviced outlets and has also designed special programmes. HUL also had a strong position in the coffee segment. including Operation Bharat and Project Shakti. 2012). the company has retained only those products in its portfolio that qualified its criterion of being leaders in the market (Edelweiss. 2011/2012e). with 41 per cent of the market share. 4 NO. Usage of alternate bio-fuels in production systems and continued reduction of on-hand inventory were some of the actions taken by HUL to build a low-cost VOL. the company developed proactive research and development plans and was identified as the sixth most innovative company in the world (Forbes. was in second place behind Nestle’s Maggi (Pani. INR2. Excellent quality and strong advertising led Vim to the leadership position with 48 per cent of the market share (Euromonitor.13 billion) home and personal care industry in India is expected to grow 15 per cent year-on-year during 2011-2016 (Jha.27.2 million outlets (Credit Suisse. 2012). who each had 1. both in direct retail coverage and in indirectly served sale points. With the ardent philosophy of bigger. 2011). Similarly. Besides launching new products from its parent group and getting into new markets. 2010) and had a 14 per cent share of the Indian INR12 billion (US$250. For HUL. 2011).908. To plan for their expansion into modern trade channels. HUL also ventured into the home appliance category with Pureit. 2009). and is the second largest player after Amul (Agarwal. 2011/2012b).34 At 03:09 24 July 2017 (PT) having 42 per cent of the market share (Pani. The company’s disinfectant. Under its “more stores. The company has focussed on profit through sustainable means by following the asset-light model to pre-empt competitors. foods and ice cream businesses contributed 18 per cent of the total revenues of the company(Vijayraghavan.000 billion (US$39. HUL aggressively took to modernising each of its brands and stock keeping unit.62 million) ketchup category. HUL has further plans for expanding this category coverage to make their products available to even the remotest corners of India.45 million) ice cream market. 2013). The company has roughly two million outlets serviced by its sales force which has pushed HUL ahead of its nearest competitors Colgate and Dabur. 2011/2012).  Packaged foods. as the liquid segment of dishwash grew at 40 per cent per annum (Bhushan and Malviya. The packaged food industry in India is expected to grow INR1. Frito-Lay India. Metro. a popular drinking water purifier (Hindustan Unilever Limited. 2012). HUL’s Kissan.69 billion (US$38. The company’s strategic frame With the underlying philosophy of not having “me-too” products in any of its product categories. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 3 . In all. Besides FMCG products. It won six awards at the famous EMVIES awards and People’s Choice and Special Targeted Advertising & Marketing awards for TV innovations (Hindustan Unilever Limited. This includes the dairy. Domex. with BRU Downloaded by 58. 2012). It also has enrolled nearly one million outlets in their “perfect stores” programme. the company increased its distribution outlets. GlaxoSmithKline Consumer Healthcare Ltd.. continued its growth providing germ-free toilets to Indian households and posed tough competition to its rivals. 2013). to penetrate into the many far-flung rural Indian villages with populations ⬍ 5. Nestlé India Limited. bakery and oils and fats segments. 2011/2012d). Gujarat Co-operative Milk Marketing Federation.192. are the major competitors in the market (Market Research on Food and Beverages.000.

Priced at (INR120/US$2. targeting urban upper middle class. 2011/2012a). Sunsilk (INR110/US$2.2 for 180 ml). Other brands available were Lux at INR70 (US$1. To manage consistency for the brand. Head and Shoulders (INR135/US$2.27.flipkart. Dove’s shampoos Dandruff Care and Intense Repair were priced in the range of INR130-140/ US$2. Instead of focussing on the whole of India. Dove was present in 80 countries worldwide and. although it had aggressively re-launched some of its other popular brands including Lifebuoy. Although the body wash category accounted for ⬍ 1 per cent of personal wash market. Nourishing Oil Care and Colour Reserve (Dove.64) a bar. Dove was brought to India in 1993 (Dove.21 for 180 ml). 2009).com/beauty-and-personal- care/hair-care/shampoos/pr?p[]⫽facets. 2009).39-2. with 70 per cent of its population falling into that category. 2009). Ashok Venkatramani said: We launched Dove Body Wash as we believe that Indian consumers have evolved and are ready to experience superior bathing formats such as liquids (Sangameshwaran. Dove Go-Fresh deodorant was launched in 2010(Hindustan Unilever Limited.48 for 180 ml). once it was globally positioned as a premium category brand. Dryness Care. By the end of 2004. Dabur Vatika (INR99/US$1.94 for 169 ml).brand%255B%255D%3DDabur&sid⫽t06%2Cb7e %2Cmz1&layout⫽grid). Liril and Lux. deodorants. Traditionally.82 for 200 ml). body washes and face creams. The deodorant PAGE 4 EMERALD EMERGING MARKETS CASE STUDIES VOL. It also fascinated a part of the price-sensitive market.34 At 03:09 24 July 2017 (PT) global premium brands (Sangameshwaran. Dandruff Care. Intense Repair Therapy. The soap was priced at INR30 (US$. Once established as a well-known brand.48 for 170 ml). which was twice as expensive as any other popular toilet soap brand available in India at that time. 2006). Dove has been one of the global leading brands of Unilever. Other brands available in the market were Clinic Plus (INR97/US$1. 2009). L’oreal Paris Smooth (INR135/US$2. 2012). With products including soap bars.03) (Rai et al. Unilever launched products such as Dove in markets that scored 6 or higher on an internally developed tracker known as the “Living Standard Measure” (LSM).02 for 180 ml) and Sunsilk Advanced (INR200/ US$3. while using a less costly soap for the rest of the body (Sangameshwaran. The subsequent improved margins were shared either with customers or traders such as wholesalers and retailers (Hindustan Unilever Limited.. Garnier (INR120/US$2. This sizeable market comprised population who used the bar for washing only the face.192. HUL believed this targeted market had more potential than many of its European markets (Iyer.71 for 250 ml). the company’s Vice President-Skin Range. Dove immediately captured the niche market that looked for Downloaded by 58. Dove First launched in the USA in 1957. This value-for-money market also comprised consumers who only used the product for special occasions. 2009). this imported premium brand extension was positioned as “ultra-moisturising” body wash.78 for 180 ml). lotions. business model.68 for 200 ml) (Collected by authors from www. India scored a 3. Pantene Anti-Dandruff (INR120/ US$2. Hair Fall Reserve. 4 NO. This tracker measured a living standard of the market on which a higher score indicated a higher living standard. 2011/2012f) in three different fragrances with a price tag of INR160/US$2.58 for 180 ml. 3 2014 . HUL had introduced a single variant Dove body wash in metropolitan areas and a few select cities. the company pursued further brand extension and ventured into the hair care range in 2007 by launching Dove shampoo and developed numerous variants including Daily Shine. The bar was promoted as superior and gentle-on-skin and targeted upper middle-class Indian households (Sangameshwaran. HUL did not undertake any re-launches for this brand in India.58) and Palmolive at INR90 (US$2. 2012). HUL selectively targeted major metropolitan areas and the top 30 cities with a strong 100 million-plus population that qualified on its LSM scale benchmark.

Realising that the internet savvy young population was its core market. such as Downloaded by 58. Nourished Shine and Dryness Care.05 Dove Damage Therapy Daily Shine Shampoo 340 220 4.18 Dove Daily Shine Conditioner 180 128 2.56 Dove Dryness Care Conditioner 180 128 2.36 Dove Hair Fall Rescue Shampoo 360 220 4. In line with its global norm. In the male fragrance deodorant market. Table II presents the price of different Dove products. Hairfall Rescue.27 and INR150/US$2. Prices of different hair oil brands are available in Table III. 2011).18 Dove Nourishing Oil Care Shampoo 675 349 6.05 Dove Daily Shine Conditioner 90 64 1.68 Dove Clear Touch Deo-Spray 169 160 2.30 Dove Body Wash Fresh Moisture 200 125 2.72 for 150 ml). The company used TV. It had competition from mass market brands already established by Marico. HUL had a range of body sprays.71) for 100 ml.42 Dove Go Fresh Nourishment Body Lotion 400 240 4.05 Dove Damage Therapy Intense Repair Shampoo 200 123 2. Acting on the growing market for hair oil.05 Dove Dandruff Care Conditioner 180 139 2. the company intensively used social media. Positioning it as super-premium brand. print and online media to promote Dove as the “real beauty” brand for common people (Clinic Plus.com/beauty-and-personal-care/bath-and-spa/ dove⬃brand/pr?sid⫽t06%2Cxrp (accessed 29 March 2013) VOL.96 Dove Oil Care Repair Mask 200 300 5. Under the brand Denim. Dabur and Bajaj Corp (Dove. which was the largest deodorant brand in India.30 Dove Beauty Moisture Body Wash 200 125 2.42 Dove Intense Repair Shampoo 360 220 4. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 5 . a nourishing hair oil under the brand Clinic Plus (Clinic Plus. 2013) and Daily Care.30 Dove Hair Fall Rescue Treatment Mask 200 215 3.36 Dove Nourishing Oil Care Daily Treatment Conditioner 180 160 2. HUL entered the market with Dove Elixir in 2012.flipkart.36 Dove Essential Nourishment Body Lotion 400 240 4.52 Dove Hair Therapy Damage Solution 180 128 2.34 At 03:09 24 July 2017 (PT) Table II Price of different products from Dove (as on 9 March 2013) Package Price Price Dove product size (in ml) (INR) (US$) Dove soap set of 3 3 ⫻ 100 gm 138 2.30 Dove Body Wash Gentle 200 125 2.30 Dove Beauty Moisture Face Wash 100 125 2. the company had Axe.54 Dove Nourishing Oil Care Shampoo 80 64 1.56 Dove Dryness Care Shampoo 360 220 4.30 Dove Deep Pure Face Wash 100 125 2. About 90 per cent of the market was concentrated in the mass segment (with deodorants priced between INR125/US$2. This entry into hair oil came six years after the sale of the company’s oil brand Nihar to its rival Marico Ltd.27. They were costlier than successful rival brands such as Marico’s Parachute Scalp Therapy and Bajaj Almond Drops. Dove Elixir was priced at INR185 (US$3.26 Dove Dandruff Care Shampoo 180 139 2.05 Dove Intense Repair Shampoo 180 128 2.94 Dove Go Fresh Face Wash 100 125 2.36 Dove Intense Repair Shampoo with Conditioner 340 220 4.192.94 Dove Intense Repair Conditioner 180 128 2.42 Dove Indulgent Nourishment Body Lotion 250 200 3. namely. 2013).94 Dove GO Fresh Deo-Spray 169 160 2. 4 NO. Marico’s brand Clinic Plus already had a full portfolio of hair care products and its Clinic Plus hair oil was priced at INR39 (US$.36 Source: Compiled by authors from www. HUL used ordinary women who used the product to promote Dove and a testimonial of their experience with the product was a common theme of all advertisements.36) for 90 ml with three variants. 2013). market in India was estimated at INR9 billion (US$203 million) in 2011 and was expected to grow by 25 per cent annually (Business Standard.

The hair oil market In 2011.30 Bajaj Kailash Parbat Cooling Oil 100 48 0. 4 NO.35 HUL Clinic Plus Hair Oil 200 72 1.46 Dabur Vatika Enriched Almond Hair Oil 200 85 1.52 Nihar Shanti Badam Amla Kesh Tel 90 20 0. hair oil alone contributed to 52 per cent of the total hair care market.01 Marico Hair and Care Hair Oil 300 110 2.583 million) and 19 per cent of the market share in 2012 (Balaganesh. 2011). By 2012.64 billion (US$33.32 Source: Compiled by authors from www. India recorded sales of INR34.34 At 03:09 24 July 2017 (PT) Bajaj Almond Drops Hair Oil 300 125 2. 3 2014 .27. were organised.21 Dabur Amla Light Hair Oil 100 44 0.10 Dabur Amla Hair Oil 300 110 2.4 billion) Indian FMCG market (Balaganesh. and sampling counters were used.33 billion) for 2011.6 billion) hair care market made up 8 per cent of the total INR1. the INR128. Owing to a fast-changing lifestyle.83 million).02 Downloaded by 58. and every promotional effort made by Dove endeavoured to keep the company ahead of its competitors in all categories. This hair oil category was segmented into coconut-based oil.64 billion (US$1.18 Parachute Advanced Ayurvedic Hair Oil 190 75 1. Various blogging contests.22 Parachute Advanced Aftershower Anti-Dandruff Hair Oil 200 64 1.02 Nihar Naturals Jasmine Hair Oil 100 28 0. respectively. with soap alone accounting for 50 per cent of total revenue (Balaganesh. allowing users to experience the products (Balaganesh. Dove had emerged as a solid brand within the HUL portfolio and a strong player in each of product categories. hair conditioners and colours were key categories in demand. thus contributing 27 and 25 per cent.56 Emami Limited Himani Navaratna Hair Oil 100 55 1. Table IV presents share of various hair care categories (by value). and shampoo. cooling oils and other various small variants. 2011).192.6 billion (US$692 million) for perfumed oil category and INR32. such as the “Real Beauty” campaign. heavy amla hair oil (amla is a popular Indian name for the Indian gooseberry).com/beauty-and-personal-care/hair-care/hair-oils/pr?sid⫽t06%2Cb7e%2Ck78 (accessed March 29 2013) Facebook. and collaborated with Yahoo! organising online forums where users could discuss their hair problems. It posted sales of INR4 billion (US$85.38 Baja Corp Bajaj Brahmi Amla 300 110 2.81 Dabur Almond Hair Oil 50 25 0.82 Parachute Advanced Jasmine Perfumed Non-Sticky Coconut Hair Oil 40 12 0.670.14 Parachute Advanced Coconut Hair Oil 80 32 0.88 Bajaj Jasmine 100 25 0. this market was growing at 14 per cent (Balaganesh.02 Dabur Vatika Hair Oil 300 120 2. The photographs of such sessions were showcased in the Dove gallery. 2011).66 Parachute Advanced Jasmine Hair Oil 300 99 1. light hair oil.06 Parachute Coconut Hair Oil 1000 225 4. hair oil.37 Parachute Advanced Scalp Therapie 100 112 2.flipkart. to the overall hair care industry (Balaganesh. Dove hair conditioner had total sales of around INR400 million (US$8. 2011).46 Bajaj Amla Shikakai 100 19 0.04 billion (US$640 million) for coconut oil.15 billion (US$2.59 Parachute Advanced Ayurvedic Deep Conditioning Hot Hair Oil 190 78 1. The coconut-based oil led the hair oil category with 48 per cent of the total PAGE 6 EMERALD EMERGING MARKETS CASE STUDIES VOL. 2011). With aggregate sales of INR66. 2011). Table III Price of different hair oil brands (as on 9 March 2013) Company Brand Package size (ml) Price (INR) Price (US$) Dabur Dabur Anmol Coconut Hair Oil 500 114 2.44 Parachute Advanced Cooling Hair Oil 190 90 1.

Heavy amla and cooling oil categories recorded annual sales of INR8. Given the dominance of urban markets. FMCG major had popular oil brands like Parachute.36 billion (US$1. and products in other categories including Revive (instant Table V Share of hair oil categories by value (March 2012) Oil Share (%) Coconut based 48 Heavy amla 15 Light hair oils 15 Cooling oils 12 Others 10 Source: Compiled by authors: Bajaj Corp Limited (2012). www. larger units Downloaded by 58. com/xml-data/corpfiling/AttachHis/Bajaj_Corp_Ltd_251012. Indian companies such as Dabur. the light hair oil category was growing at CAGR of 25.pdf (accessed 29 March 2013) VOL. Dabur Sarson Amla and Bajaj Brahmi Amla (Balaganesh. followed by heavy amla. The coconut oil segment was growing. Other players included Marico’s Shanti Amla Badam. respectively. Traditionally.34 At 03:09 24 July 2017 (PT) accounted for the bulk of sales. www.5 and 14. 2011). Table IV Share of hair care categories by value (March 2012) Category Share (%) Shampoo 31 Perfumed oil 27 Coconut oil 25 Hair conditioners 2 Hair dyes 15 Source: Compiled by Authors: Bajaj Corp Limited (2012). “Investor Presentation”. and Dabur Amla was a clear leader with roughly 70 per cent market share.bseindia.2 per cent and 200 ml constituting 22 per cent of total sales. while the urban market constituted 66 per cent of the total segment. com/xml-data/corpfiling/AttachHis/Bajaj_Corp_Ltd_251012. Share of different hair oil categories is available in Table V. Hair & Care.5 per cent in terms of value and volume.8 per cent by volume. All the major players were aggressively launching a gamut of new products and variants. 4 NO.27.66 billion (US$139 million). with 100 ml constituting 35. Marico’s Parachute had been market leader in the coconut oil category with 80 per cent market share (Balaganesh. North India alone accounted for 49 per cent of the light hair oil sales volume. Sachets also emerged in the market and captured 2 per cent of the volume (Bajaj. light hair and cooling oils (Balaganesh. Emami. Key players in India Marico Established in 1971. Shanti. Bajaj Corp and Marico had been pillars in the market.644 million) and INR7. (Gurtoo. 2011). 2011). Nihar. Bajaj Almond Drops was the leader and had captured 54 per cent of the light hair oil market (Balaganesh. 2011). but Western India was the fastest growing region with 23 per cent of the sales volume. 2011). Recording annual sales of INR10. Growth was more or less flat in the heavy amla oil category.56 billion (US$191. Oil of Malabar.192. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 7 . With HUL acquiring Cococare and Marico acquiring Oil of Malabar. Cooling Hair Oil was growing at CAGR of 16. “Investor Presentation”. as all major players had thrust on converting non-users into users. respectively (Balaganesh. 2012) the competition was growing fierce.pdf (accessed 29 March 2013) market.1 million) in 2011-2012.bseindia. 2010). in 2011-2012.

covering ⬎ 5.1 per cent of the market share by volume in the total hair oil market. Brahmi Amla Shikakai. its presence in the coconut oil-consuming south India was negligible (Bajaj Corporation Ltd. 2013a. had 24. The company was also aggressively working to get into related categories such as hair dyes and skin-care products (Mahalingam.5 per cent volume share in 2010 (Chatterjee.6 per cent in 2012 in the amla hair oil category. Bajaj Almond Hair Oil had ⬎ 54 per cent market share in the light hair oil category and grew at 21. 2011/2012a). its flagship brand (Marico Limited.34 At 03:09 24 July 2017 (PT) With a consumer base of ⬎ 35 million users. 2013). It was the market leader in amla hair oil category with 69. 2011/2012d). Dabur Almond Hair Oil had been an established player (Dabur Limited. The company had 14 per cent of the market share in the light hair oil segment with its Parachute Beliphool and Parachute Advanced Cooling Oil (Marico Limited. 4 NO. One out of every three Indians used Marico products (Marico Homepage. 2011/2012c). 2010) and was further growing into the double digits (Dabur Limited. Dabur India Limited Downloaded by 58. 2011/2012b).Marico Limited.3 per cent by volume and 29. 2011/2012d). The only company selling oil in a glass bottle. Dabur aggressively pursued the strategy of expansion through innovation and acquisition (Dabur Limited. 2011/2012a). Manjal (herbal soap) and Saffola (refined edible oil) (Marico Homepage.27. and North India attributed 50 per cent of the company’s total sales. 2013b). starch powder). In the light hair oil category. Mediker (anti-lice shampoo). that had been recognised at public forums also (Dabur India Limited. Bajaj Jasmine and Bajaj Kailash Parbat Cooling Oil (Bajaj Corporation Ltd. Marico’s hair oils. This made it the second largest player in the segment (Marico Limited. Dabur was ranked second in hair oil and fourth in the shampoo market in India (Dabur India Limited. Parachute had continued its market expansion strategy to convert loose oil users into packed branded coconut oil users (Marico Limited. 2011/2012c). Positioned as the premium brand. 2012). 3 2014 . Its premium personal care brand Dabur Vatika was the leader in the category (Dabur Limited. 2013a). However. Hair care contributed 30 per cent to consumer care sales for Dabur. Bajaj Corp Limited had 8 per cent of its sales realisation from sachets.8 million retail outlets (Dabur India Limited. 2013). thus becoming the third largest player in all Indian urban markets (Marico Limited. Having been voted Indian Power Brand 2011-2012. 2013). 2013b). PAGE 8 EMERALD EMERGING MARKETS CASE STUDIES VOL.5 per cent by value (Bajaj Corporation Ltd. Parachute had 80 per cent of the market share in the branded coconut oil market (Marico Limited. Nihar Shanti Amla Oil had a volume market share of 18. Brahmi Amla. 2011/2012b). Parachute Advanced Body Lotion had achieved a market share of 7 per cent within one year of its launch. 2011/2012b). This INR50 billion (US$1 billion) company had a wide distribution network in both urban and rural markets. 2011/2012e). 2011/2012). Bajaj Brahmi Amla Hair oil had been one of the top three brands in the amla hair oil market (Bajaj Corporation Ltd. Bajaj Corp Limited The third largest player in the hair oil market Bajaj Corp Limited was renowned for its products such as Bajaj Almond. Eighty per cent of the company’s sales were from “mom and pop” stores. The company had an extensive distribution network for Parachute. Dabur Vatika Enriched Coconut Hair Oil. 2011/2012c).192. Dabur Amla Hair oil had been the flagship hair oil for Dabur. 2013). led by Parachute and Nihar. The company also had a premium coconut hair oil.

Emami had prominent brands such as Fair & Handsome (men’s fairness cream). The Economic Times. R. bajajcorp. (2010). (2013). available at: www. For nearly five decades. available at: http://articles. available at: www. with two out Dove. Emami Limited An established player in personal and healthcare industry in India.com/our-brands/bajaj-brahmi-amla-hair- oil.com/article/management/kit-the-men-s-deodorant-market-in-india-111072500032_1.com/Research/LeaderSpeak/Mr.pdf (accessed 5 March 2013) Bajaj Corporation Limited (2013).in”. S.html. Keywords: Conclusion Brand extension. 2011/2012d). (2009). The industry experts were divided on chances of its success. “KIT: the men’s deodorant market in India”. R. These four brands accounted for 60 per cent of the company’s revenues in 2011-2012 (Emami Limited. With a history of successful product launches. Bajaj Corp Limited”. Navratna Oil was one of the most advertised brands in the segment. Business Standard.economictimes. 37. (2010). “Light segment nourishes Rs 5.afaqs. HUL was a household name in the FMCG category.-K ushagra-Bajaj-Vice-Chairman-of-Bajaj-Corp-Ltd. indiatimes. Downloaded by 58. Boroplus Antiseptic Cream. Business Standard. “India Infoline”. The Economic Times. available at: www. K. M. 2011/2012c) of “Brand Equity Most Trusted Brand 2011”. Navratna Oil had 54 per cent of the market share (Emami Limited.S.bajajcorp.thehindubusinessline. 2011/2012). “Unilever Limited”.com/ResearchPDF/FMCG_Update 1. Bajaj Corp Ltd.34 At 03:09 24 July 2017 (PT) business-standard. available at: www.770-cr hair oil market”.192. 2011/2012b) and had been ranked number three in the hair oil category(Emami Limited. R.com/india/news/can-kwality-walls-beatheat/366569/ (accessed 16 January 2013) Annual Report and Accounts (2008).html Chatterjee. available at: www.000 retailers (Emami Limited.business-standard.business- standard.htm (accessed 9 March 2013) VOL. available at: http://articles. “Can Kwality Walls beat the heat?”. The Hindu Business Line. “Soaps and detergents market sees plenty of action”.html?id⫽49439_Yahoo⫹and⫹D ove⫹launch⫹Indias⫹biggest⫹blogger⫹contest⫹with⫹IndiBlogger.comhttps://www.scribd.com/images/ir_ar 08_annual-report_tcm13-163124. “Investor presentation.pdf (accessed 23 December 2012) Arora. 4 NO.in/bline/2010/04/22/stories/2010042251110500. respective product categories. (2011). P. “ISE India research”. Bajaj Corporation Limited (2013). p. S.indiatimes. available at: www. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 9 .iseindia.com/news/company_briefs/index. (2010). “HUL’s Vaseline getting a makeover”. and most of its brands recognised names in their Dove elixir. (2012).economictimes. HUL had HUL. “Annual report 2011-2012”. taken a bold step of launching high-priced Dove Elixir in a market traditionally ruled by Premium hair oil mass market offers. available at: www. and Malviya.pdf (accessed 16 January 2012) Bajaj Corporation Limited (2011/2012). of three Indians using its products. In the cooling oil category. Zandu Balm and Himani Navratna Oil. “Ad war: Dettol’s campaign on kitchen cleaning product shows rival HUL’s Vim dishwash liquid”. available at: www. Afaqs. and Banerje. 12. B.unilever. available at: www. The company had a direct reach across 500.indiainfoline.comhttps://www.scribd.com/images/pdf/Investors_Presentation__Q3FY13.com/2010-04-28/news/27584551_1_skin-care- moisturising-brand (accessed 16 January 2013) Bhupta. available at: www.com/india/news/soapsdetergents-market-sees-plentyaction/495154/ (accessed 28 January 2013) Bhushan. G. p. “Yahoo and Dove launch India’s biggest blogger contest with IndiBlogger.com/2013-02-18/news/37160521_1_dettol-brand-reckitt-benckiser-hul-files (accessed 9 March 2013) Business Standard (2011). (accessed 5 March 2013) Bajaj.27.in (accessed 22 December 2012) Balakrishnan. References Agarwal. (2012)./19310291 (accessed 5 March 2013) Balaganesh.

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