Superior brands are long-term, they are resilient, they are expandable, they have meaning and emotion, and like anything of great value, they need to be managed with care and rigour.
Our robust and detailed Unmissable Brand Superiority framework is based on the 6 Ps of Marketing: Product, Price, Place, Proposition, Promotion, and Pack. This involves looking at all the Ps in a way to make sure they are relevant and competitive. It is also important to not only understand what each P is but also keenly evaluate which one is playing a bigger role at various points of time in the life cycle of a brand, and this is where the framework we use is at its significant best.
Delivering unmatched value to consumers
Consider the journey of Surf excel. Over the years, the brand has aligned itself with consumer aspirations for a premium detergent by delivering a high-efficacy product at an affordable price. Introducing the Surf excel ₹10 Easy Wash sachet was a game-changer, significantly boosting market penetration. The product’s superior stain removal capability resonated perfectly with consumers, while the ₹10 price point made it accessible to a broader audience. This pricing strategy also facilitated widespread distribution across various channels and formats, solidifying Surf excel’s position as a superior brand.
Challenging conventional norms
Staying ahead of the curve
Navigating India’s diverse marketplace
India, one of the world’s fastest-growing consumer markets, presents vast opportunities across both urban and rural regions. The rapid digital transformation, with nearly 800 million internet users and the highest mobile data consumption globally, has reshaped the marketplace. At HUL, we are at the forefront of leveraging technology and data to engage with consumers and operate more efficiently.
As consumers increasingly seek products with proven superiority, HUL has seen strong results from premium ranges like Vim’s anti-bacterial dishwash, Lifebuoy’s hand hygiene products, and Horlicks’ specialised health drinks tailored to specific nutritional needs. This shift towards premium products underscores the growing sophistication of the Indian consumer market.
Innovation is the driving force behind our brands, and Unilever's extensive pool of research and development talent in India—comprising over 730 scientists with more than 100 PhDs—ensures we create brands and superior products that consumers love.