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Our mission is to add Vitality to

life. We meet everyday needs for
nutrition, hygiene and personal
care with brands that help people
look good, feel good and get
more out of life.

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Unilever's new organisation
provides single point
accountability and has fewer
management layers to deliver
faster decisions and faster
execution.
 `  
|urf has been in the market for a long time and has effectively managed
its product life cycle with the help of product innovations and great
marketing strategy.

The recent campaign of surf excel with the base line that says !
"! comes as a pleasant surprise to the Indian consumers.
This campaign has a huge significance. It says:-

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& 
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* |URF EXCELhas come out with a new campaign
10/10. The campaign is aimed at raising fund for
the educationally challenged poor kids. Every
|urf Excel will have a piece of stained cloth.
When washed, this cloth will reveal a number
out of 10. | | this number to 455 and that
amount goes to a NGO that works in the field of
education for poor. The campaign is set to collect
Rs 25 lakh for the underprivileged.
* These type of campaigns are aimed at making
the brand more humane. The brand gains from
the positive attitude created by such campaigns.
* The latest |urf campaign also intends to do that.
The brand is trying to ladder up to a higher level
than just the Cleaning ability.
r )

Ë Celebrities in Promotional Campaigns

Ë Educational scholarships as a sales promotional tool.

In arch 2004, Procter & Gamble Ltd., (P&G) suddenly slashed the prices of its
brands, Ariel and Tide. As a result, Hindustan Lever Limited (HLL) was forced to
bring down the prices of its premium brand, |urf Excel. HLL responded to this
situation through a spate of promotional offers with the hope that growth in sales
volumes would offset the drop in percentage margin of its brands.
r Promotions are tools to attract customers to the stores. They generate great word
of mouth publicity for the product. HLL launched a promotional campaign, 'Win
with |tains', targeted at women and school-going children.


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r A change in the pricing strategy for Hindustan Lever Ltd͛s (HLL) |urf Excel
brand, which dominates the Rs 5,000 crore detergent powder market,
seems to be on the cards.
r The F CG major on Thursday conceded that its price reduction strategy
had not yielded any value gains for the brand and had, in fact, led to its
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r |triving for value growth, HLL is now reworking the |urf Excel strategy by
moving away from " the brand on functional benefits, to
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