The need for maternity cosmetic solutions has increased, especially in the Indian market because of higher disposable incomes and a trend of maintaining pre-pregnancy appearances. Indian Industry experts have wondered if Hindustan Unilever’s master brand, Dove, would be an ideal candidate for a first-mover advantage into the lucrative maternity care industry. Students will develop market analysis skills, construct a framework for brand extension feasibility, and create marketing communication strategies for new products.
Hindustan Unilever and the Prenatal Care Market
by: Sandeep Puri, Manav Sudan, Sounak Basu, Poornima Sharma
Publication Date: December 17, 2014
Length: 12 pages
Product ID#: 1-429-405
Core Disciplines: Communications, Entrepreneurship & Innovation, International Business, Marketing/Sales, Strategy & Management
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Perform market analysis for new business opportunities.
- Develop a framework for segmentation, targeting, and positioning for new products.
- Analyze the pros and cons of brand extensions.
- Create marketing communication methods and strategies for new products.