HLL Goes All Out To Grab Mkt Share With New Variants

Posted: Wednesday, Apr 07, 2004 at 0000 hrs IST
Updated: Wednesday, Apr 07, 2004 at 0000 hrs IST

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Mumbai, April 6: With the launch of Pears with mint extracts and the new Rexona for men, Hindustan Lever (HLL) seems to be trying on another front to retain market share even as a price war continues. The improvised products are likely to positvely impact the consumers psychology which in turn could push up sales, according to analysts.

The FMCG major has introduced a slew of new variants in the market in the past two months across segments covering toilet soaps, fabric wash, food and personal care. HLL is differentiating its offerings from its competitors. Apart from Pears, new launches in the soap segment included Lifebouy in a new shape, Liril orange variant and Fair and Lovely soap with improved formulation. Rin powder has been relaunched with a different formulation in the fabric wash segment, while a taste enhancer, Aromax entered the foods segment, which can be used in a variety of food items ranging from dal and paneer preperations to sambar.

These relaunches are being viewed as an attempt to enhance consumer perception of the existing products. Said SSKI Securities vice president, Nikhil Vora: “Products like Lifebouy, Liril and Pears have their share of loyal consumers. This move is essentially a strategy aimed at changing how the consumer views the product.” With a perception of some enhanced value, the products may gain further market share.

Arch rival Procter & Gamble (P&G) had recently launched a new variant of Pantene, Hair Fall Control. But in general, the slew of relaunches by HLL are not likely to evoke a further response from P&G, according to analysts. Opined another analyst: “These relaunches are part of an internal drive to rejuvinate the products. It is not in response to competition. For example after Lifebouy was relaunched two years back, it has enjoyed a good run for eight consecutive quarters.” The analyst added that Pears is used primarily in the winter months and its relaunch a little earlier with a germ shield is to ensure that it is used in summer as well.

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