CASE 9

Brand Reengineering

Ever since, Hindustan Lever Ltd. (HLL) announced its decision to focus on 30 power brands in January 2001, it has taken a series of initiatives ranging from refurbishing Fair & Lovely to pulling on AIM, its tooth paste targeted at the rural market. Now the focus is on Lifebuoy. The decision is to replace it with an entirely new product.

THE HERITAGE BRAND

Launched in 1895, Lifebuoy for over 100 years has been synonymous with health and value. The brick red carbolic soap, with its cresylic perfume and “tandurusti ki raksha” (safeguard to health) jingle have carried the Lifebuoy message of health across the length and breadth of the country, making it the largest selling soap brand in the world. With Rs. 500 crore plus ...

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