Research by: Shraddha Puri, Sandeep Puri, & Siddhant Puri (iMBA 2023)
Abstract
In 2023, Hindustan Unilever Limited (HUL) faced a pivotal choice: whether or not to enter India’s expanding shampoo hair colour market, which was valued at US$82.72 million and projected annual growth exceeding 17 percent until the fiscal year 2026. HUL’s assistant brand manager, Sabhayata Singh, grappled with the absence of a hair colour offering in HUL’s portfolio. The dynamic market landscape, coupled with the absence of this product, intensified the decision-making process. HUL faced the strategic dilemma of extending existing brands or creating a new one to meet consumer demands. Pricing strategies became crucial in a market where most products were priced under half a dollar. The decision not only influenced HUL’s local market position but also carried implications for potential international expansion.
Learning objectives
This case study is tailored to undergraduate or graduate marketing courses focusing on marketing strategy and strategic brand management. It is also suitable for marketing courses that analyze potential business opportunities and diversification within a specific market segment. Furthermore, the case study is appropriate for discussing brand extensions and developing new products.
After working through the case and assignment questions, students will be able to do the following:
- Analyze the hair colour market and the key growth factors.
- Create a framework to assess new business opportunities and the risks of entering an untapped market segment.
- Create a conceptual framework to examine the advantages and disadvantages of brand extensions.
- Gain an understanding of segmentation, targeting, and positioning strategies for launching a new product.
- Understand the various pricing strategies applicable to launching a new product.
To cite this case: Puri, S., Puri, S., & Puri, S. (2024). Should Unilever Launch Shampoo Hair Color in India?. Ivey ID: W34187. London, Canada: Ivey Publishing
To access this case: https://www.iveypublishing.ca/s/product/should-unilever-launch-shampoo-hair-color-in-india/01tOF000002XLULYA4
