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Chapter 2

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Current Market Context

Actions

Pricing

Laundry : Price Reduction

Shampoos: Value Improvement & Lower Price Points

Toothpaste: Value Corrections & SKU rationalization

Investments behind brands

Innovations

Quality

Higher A&P

Corrective actions in processed

Processed Foods

Corrective actions

Phased stock reduction

Withdrawl of 03 innovation

Defocus of Atta in unviable geographies

Sales decline of 26% arising from above actions

Market shares held / improved

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PRODUCT PROFILE

Lux

Lifebuoy

Liril

Hamam

Surf Excel

Rin

Wheel

Sunsilk Naturals

Clinic

Axe

Rexona

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Ayush

Breeze

Dove

Pears

Rexona

Fair & Lovely

Pond's

Vaseline

Pepsodent

Closeup

Lakme

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Lux stands for the promise of beauty and glamour as one of India's most trusted personal care

brands. Lux continues to be a favorite with generations of users for the experience of a sensuous

and luxurious bath.

Since its launch in India in the year 1929, Lux has offered a range of soaps in different sensuous

colors and world class fragrances. 2003 saw one of the biggest milestones in the history of Lux.

From being just a beauty soap of film stars, Lux recognized the need for a compelling message

about beauty that would resonate with women of today.

Lux is available in four different variants Exotic flower petals and Jojoba Oil, Almond Oil and

Milk Cream, Fruit Extracts and Honey in Milk Cream and Sandal Saffron in Milk Cream.

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Lifebuoys vision is, Making a billion Indians feel safe and secure by meeting all their health

and hygiene needs.

True to its vision, the world's largest selling soap, offers a compelling health benefit to the entire

family. Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with health and

value. The honest & hard working soap, with its distinctive perfume and popular jingle, has

carried the Lifebuoy message of health across the length and breadth of the country.

The relaunch of the soap in 2002, 2004 & again in 2006 have been turning points in its history.

The new mix includes a new formulation and a repositioning to make it more relevant to both

new and existing consumers.

Lifebuoy is now in a superior formulation offering a new health fragrance and a contemporary

shape. The new formulation offers a significantly superior bathing experience and skin feel. This

new mix has registered conclusive and clear preference among existing and new users.

Apart from Lifebuoy total, it has also strongly built its other core variants like Lifebuoy deofresh

targeted at freshness, Lifebuoy nature containing all the goodness of nature and Lifebuoy

carefor sensitive skin.

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For 28 years, freshness has been clearly identified with one name Liril

Liril expressions have always set trends whether it is a bathing beauty in a waterfall or "Oof Yu

Maa!" The energy and excitement levels associated with the brand have to be experienced to be

believed with changing times. Liril has donned many avatars; Presently, Liril Soft Aloe Vera &

Lime, Liril Icy Cool and Liril Orange splash are making waves.

What's next? Wait and Watch! The show has just begun...

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aunched in 1934, Hamam has always been a reliable option for consumers over years.

The brand has withstood the test of time and has given the consumers the confidence and

assurance of being a soap that is safe on skin.

Hamam is manufactured in the most modern soap plants world-class quality control system.

Hamam contains polyols, which are known to be good moisturizers. Hamam also contains Aloe

Vera, Tulsi and Neem extracts.

Hamam soap is made from a blend of vegetable oils. The optimum grade of Palm oil and coconut

oil is mixed in the right proportion to give a soap that is lasting, gives lather which is stable and

can effectively remove oil, dirt from the surface of the skin.

Formulation Details

The formulation range contains ingredients that are safe on skin. The formulation has been

toxicologically cleared by, the Safety and Environment Assurance Center, (SEAC) Unilever

which follows very stringent norms for clearance. The perfume used in Hamam meets all

requirements mandated by IFRA (International Fragrance Association) The formulation satisfies

all the requirements of Toilet Soap Grade II as per Bureau of Industrial Standards of India (IS

2888: 2004)

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A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded itself over

the years, to answer the constantly changing washing needs of the Indian homemaker. Today

Surf Excel offers outstanding stain removal ability on a wide range of stains. This means that

mothers now have the freedom to let their kids experience life without worrying about stains.

Surf Excel quick wash is powered with a path-breaking technology- it reduces water

consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute water

scarcity in most of India.

Surf Excel is available in 3 variants: Surf Excel Blue, Surf Excel Quick Wash and Surf Excel

Automatic. So whatever be the need, Surf Excel hai na.

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Launched in 1969, Rin with the power of its thunderous lightning flash has become a household

name synonymous with dazzling white clothes, for millions across the length and breadth of the

country.

Over the years, Rin has constantly evolved to cater to the growing aspirations of the Indian

housewife. Be it with Rin Advanced or its perfumed variant Jasmine Fresh, the brand guarantee

superior cleaning, incomparable white clothes and self-confidence which comes only from

wearing spotless clean clothes. That too, at affordable prices.Recently Rin re-wrote the rules of

branding and marketing by teaming up with the countrys leading entertainment channel, Star

Plus to launch a unique reality show for kids titled Rin Mera Star Super Star- a nationwide

talent hunt providing a platform for talented children to showcase their potential to the entire

country. The winning contestant won a scholarship of Rs. 500,000 to help him chase the dream

of becoming an artist or to pursue future education.

Over the years, Rin has won a number of accolades, the most recent being voted as the Most

Preferred Detergent brand in India at the Awaaz Consumer Awards in 2006. The Awaaz

Consumer Awards voice the opinion of 10,000 consumers of 39 product and service categories

across 21 countrywide locations.

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Wheel is India's number one detergent brand. Launched in 1987, it cleans effectively with lesser

effort, making a laborious chore like washing light and easy. Moreover, Wheel does not burn

hands or harm clothes like some other detergents, which contain a high percentage of soda.

Ever since its relaunch in 2001, with the new positioning of 'best clean with less effort', Wheel

has been growing strongly. Research showed that consumers seek a solution to heavy duty

laundry, like bed sheets and curtains. Developing on this insight, wheel sought to eliminate the

trouble of tough dirt or heavy-duty laundry. Mass market consumers have welcomed the

solution, making it the number one.

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Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as the

'Hair Expert', Sunsilk has identified different hair needs and offers the consumer a shampoo

that gives her the desired results.

The benefits are more compelling and relevant since the variants are harmonised in terms of the

product mix - fragrance, colour and ingredients are all well linked to cue the overall synergy. The

range comes in premium packaging and design. The accent is on "It knows you, and hence

knows exactly what your hair needs".

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Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest selling

shampoo, offering the five most important hair health benefits: strengthens weak hair, prevents

hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains anti-dandruff

ingredient.

The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual shampoo

it not only fights the last dandruff flake, but also adds back lost nutrients to make hair healthy

and beautiful. Clinic All Clear Total is a dandruff solution for everyday use.

Axe, the deodorant that is considered cool, fashionable and stylish by young men was launched

in India in 1999. Available in more than 60 countries around the world, it is a world leader in

male toiletries.

Axe has a mix that is completely harmonised globallyfrom its proposition and communication

to the product, as available on the shelf.

Axe is available in five fragrances: Java, Pulse, Dimension, Voodoo and Phoenix. Axe has

become the leading male deodorant brand in India within just one year of its launch.

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Rexona was the first Deodorant to be launched in India in 1995.

It is the only deodorant in the Indian market that promises 24 hour protection from Body Odour.

Rexona has ingredients that combine body odour protection and cosmetic values which are

proven to work in challenging situations.

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Ayush was launched in 2002. With Ayush HLL brings to you a range of Ayurvedic Health Care

& Personal Care Products with a superior sensory experience, scientifically tested and proven

functionality and international standards of quality and safety, for a uniquely pleasurable and

holistic Ayurvedic experience.

For the first time, the eternal truths of Ayurveda and the rigours of modern science have been

combined. The Ayurvedic purity of Ayush's formulation is endorsed by Arya Vaidya Pharmacy,

Coimbatore.

The Ayush range comprises shampoos, hair oil, skin cream, soap and nutritional supplements.

The Ayush Therapy Centres provide personalised service and advice in positive health and stress

relief, aches and pain relief, skin and hair care and weight loss consultation.

Breeze Scent Magic is the soap which fulfills the aspirations of women of rural India. Breeze has

offered them 'beauty at an affordable price', making them look and feel beautiful.

Breeze comes in 4 exotic fragrances Rose, Sandal, Lime and Rajnigandha. All this at a very

affordable price for the masses.

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Dove soap, which was launched by Unilever in 1957, has been available in India since 1995. It

provides a refreshingly real alternative for women who recognise that beauty is not simply about

how you look, it is about how you feel.

The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with pH higher

than 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild on skin.

This makes it suitable for all skin types for all seasons. While Dove soap bar is widely available

across the country, Dove Body Wash is available in select outlets.

Globally, Dove has been extended to many other countries. Since the 1980s, for example,

Unilever has launched a moisturising body-wash, deodorants, body lotions, facial cleansers and

shampoos and conditioners, providing a comprehensive range of solutions to bring out true inner

beauty.

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Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even for baby's skin.

Pears is manufactured like any other soap, but unlike in conventional soaps, the glycerine is

retained within the soap. That is the cause if its unique transparency. After manufacturing, the

soap is mellowed under controlled conditions over weeks. At the end of this maturing process, it

is individually polished and packed in cartons.

Today Pears is available in three variants - the traditional amber variant, a green variant for oil

control and a blue variant for germ protection.

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A woman's passion for beauty is universal and catering to this strong need is Fair & Lovely.

Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was

launched in 1978.

The Hindustan Lever Research Centre (it is among the largest research establishments in India's

private sector, including pharmaceutical companies, with facilities in Mumbai and Bangalore)

deployed technology, based on pioneering research in the science of skin lightening to develop

Fair & Lovely. The formulation is patented. Its formulation acts safely and gently with the

natural renewal process of the skin, making complexion fairer over a period of six weeks. Fair &

Lovely is formulated with optimum levels of UV sunscreens and Niacinamide that is known to

control dispersion of melanin in the skin. It is a patented and proprietary formulation, which has

been in the market for 25 years. Niacinamide (Vitamin B3) is a water-soluble vitamin and is

widely distributed in cereals, fruits and vegetables - and its use in cosmetic formulations has

been known for various end benefits. The UV components of the formulation are scientifically

chosen and used at optimum levels to provide wide spectrum protection against UV rays of the

sun. Specifically, this patented formulation offers a high UVA protection, which is more relevant

to Asian skin than plain SPF protection creams sold in the West. All the active ingredients in the

Fair & Lovely formulation function synergistically to lighten skin colour through a process that

is natural, reversible and totally safe.

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Pond's has been synonymous with skin care in India since 1947.

The impressive track record of Pond's began when Theron T Pond, a pharmacist from Utica New

York, introduced 'Pond's Golden Treasure' in 1846, a witch-hazel based wonder product. In

1914, Pond's Cold Cream and Vanishing Cream marked the brand's evolution to a beauty icon. In

1955 Pond's Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever

purchased Chesebrough-Pond's. By this time the Pond's brand had built up a powerful

international presence.

From one man in a tiny home-made laboratory, to today's state of the art R&D facilities led from

Bangkok, Mumbai, New York and Tokyo, the Pond's promise has remained the same across 58

countries - to deliver products that make a real difference to women's skin and the way they live

their lives.

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Vaseline is a trusted brand worldwide associated with daily skin care and healthy skin for the

entire family. Vaseline has been keeping skin healthy since 1870.

The Vaseline Philosophy:

The need for Vaseline is based on real skin facts. We believe our skin is amazing. It protects us,

heals itself, connects us to the world, transmits emotions. And this amazing skin needs to be

looked after. We believe nobody knows skin, and how to keep it at its healthy best, better than

Vaseline. Which is why we make products that maintain our skin condition at its best and

enhance its natural health.

Vaseline Petroleum Jelly I.P. :

Vaseline Petroleum Jelly is a mixture of Mineral oils, Paraffin and microcrystalline waxes, that

when blended together, create something remarkable- it literally melts into your body, protecting

the skin from within.

Vaseline petroleum Jelly serves two functions. First it helps keep the outside world out it

protects skin from effects of weather and exposure. Second it acts like a sealant to keep the

inside world in, thereby acting as a barrier to the natural water loss from our skin. So Skin that is

dry and chapped is protected from drying elements, enabling skin softening moisture to build up

naturally from inside the skin itself.

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Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to

address the consumer need of checking germs even hours after brushing.

Pepsodent packs included a Germ Indicator in February-May 2002, which allowed consumers to

see the efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent

offered Dental Insurance to all its consumers to demonstrate the confidence the company has in

the technical superiority of the product. Pepsodent connects directly with kids and their parents.

Pepsodent has always worked in the direction of an overall awareness of dental health. The

relaunch campaign in October 2003 widened the context to "sweet and sticky" food and

leveraged the truth that children do not rinse their mouths every time they eat, demonstrating that

this makes their teeth vulnerable to germ attack.

Pepsodent's most recent campaign aims at educating consumers on the need for germ protection

through the night.

Pepsodent also includes a range of toothbrushes.

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Closeup is the original youth brand of India.

The first brand targeting youth in the oral care market, with an edgy and youthful image which

stays relevant till date. Ever since its launch in 1975, Closeup has broken every rule in the book

on how toothpastes should behave!

Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste

segment ever since.

In 2004, Closeup was re-launched with a bang. And this time it was packed with the power of

Vitamin Fluoride System a powerful mix of Vitamins, Fluoride, Mouthwash and Micro

whiteners, the perfect combination of ingredients for fresher breath and stronger, whiter teeth.

Closeup became the first Gel toothpaste with Fluoride in the Indian Market!

The brand umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening

benefits of lemon.

The latest entry in the Closeup stable is Closeup Milk Calcium revolutionary new toothpaste

with the goodness of milk calcium in an industry-first core-in-sheath format, with white milk

calcium nutrient on the inside and a refreshing blue gel on the outside.

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Half a century ago, as India took her steps into freedom, Lakme, India's first beauty brand was

born. At a time when the beauty industry in India was at a nascent stage, Lakme tapped into what

would grow to be amongst the leading, high consumer interest segments in the Indian Industry -

that of skincare and cosmetic products. Armed with a potent combination of foresight, research

and constant innovation, Lakme has grown to be the market leader in the cosmetics industry.

Lakme today has grown to have a wide variety of products and services that cover all facets of

beauty care, and arm the consumer with products to pamper herself from head to toe. These

include products for the lips, nails, eyes, face and skin, and services like the Lakme Beauty

Salons.