Saturday, July 10, 2010

Sure!

HUL is the market leader in India not for no reason. Apart from a few hiccups, the company has a history of producing “to-do” case studies for business schools in India. It has not only done a good job in promoting its products aggressively but it has also very well exploited the latent needs of Indians.

The latest offering from the FMCG giant is “Sure”, an anti-perspirant launched last month. Sure controls sweat, & body odor (how? donno.), keeping the underarm dry. Priced at Rs.65 for 40-ml roll, I thought the product was worth a try for a sweaty person like me! And so I tried it.

My verdict: the product is surely cool! I loved that it has no alcohol in it (0%!) & is not irritating for the skin. Its good (by the way, I am not an HUL employee).

But on the flip side it has to be used regularly (6 swipes a day!) to ensure ‘No Paseena’ / ‘No Sweat’. Yet, I still feel that its good for people who have a tendency to sweat a lot.

But the biggest set back for Sure could be the belief that roll-ons make the skin dark... so I don’t know how HUL plans to deal with this popular belief about roll-ons. (Maybe a spray pack!)

Will “Sure” work? Can’t say for sure, but the timing for the launch surely seems perfect as 2010 has proved to be the hottest year in a century!


8 comments:

Prat Mitt said...

Wow!
free product campaigning :P

how many ml one swipe consumes?

sanjay said...

Thanks for the information..........will try 'sure' for sure n let u know my feedback..btw u can gift one to baba:-)

Narendra said...

Dont know about their products, but they are the largest spends in ATL ( next to P&G globally, largest in India) and BTL ( globally ). And still they keep their margins high compared to their peers. How they do it? Dont know ?

But the connection between their brand ambassadors and brands: A big question mark. For instance SRK for pepsodent, Kajol for RIN, Asin for Sure, Shahid Kapoor for Vaseline, and 4 actresses for just Clinic All Clear.. the list just goes on.

Summary:In spite of loosing market share, they have shown growth and profitability. It puzzles.

Prat Mitt said...

@ mkt share and profitability with growth.

The 'puzzle' as it seems is a classic case question.

This can be true in at least one situation. When the market is growing fast and 'Sure' is growing but not as fast as Market itself is expanding.
If this happens, then you see market itself growing, you also growing, but loosing market share.
Secondly, since the market is growing, one can charge premium on their product owing to parent brand.

Thus, you have profitability and growth despite loosing market share.

Narendra said...

@Prat: Very rightly said :)

Arpita said...

The "six swipes" a day, does not ask for reapplication. It is just six swipes in the morning, after your bath and that guarantees 24 hour sweat protection.

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