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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Teaching Note

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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.

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.