Hindustan Unilever and the Prenatal Care Market \ufffd\ufffd\ufffdGiving birth should be your greatest achievement not your greatest fear.\ufffd\ufffd\ufffd1 \ufffd\ufffd\ufffdJane Fraser Aarti, a graduate from a
\nleading business school in India, was in the \ufffd\ufffd\ufffdrst trimester of her \ufffd\ufffd\ufffdrst pregnancy. She was abreast of the latest developments in the prenatal care market through<\/p>\n
health-related articles and blogs. She noticed that the number of Indian women drawn toward maternity care products had swelled in 2014. She wanted to buy skin care<\/p>\n
products during her pregnancy, but she found scant and scattered product lines with poorly de\ufffd\ufffd\ufffdned brand strength in the market. She wondered if Hindustan Unilever were<\/p>\n
to enter the prenatal care segment with its brand Dove if it would succeed because no other brand had a strong identity as a \ufffd\ufffd\ufffdwoman\ufffd\ufffd\ufffds brand.\ufffd\ufffd\ufffd As more and more women<\/p>\n
began working, had higher disposable incomes, and became health conscious with the desire to stay \ufffd\ufffd\ufffdt and beautiful during and after pregnancy, the number of Indian<\/p>\n
women looking for maternity products had increased. Expectant mothers bought over-the-counter (OTC) products for pregnancy-related hair and skin problems. With a<\/p>\n
fertility rate of 2.47 births per woman worldwide and 2.51 births per woman in India,2 along with evolving customer preferences, the maternity care market in India<\/p>\n
appeared as a lucrative venture. There was no dearth of pharmaceutical products for pregnancy care. Several private labels in the cosmetic category were available, but<\/p>\n
no cosmetic company had yet established a unique prenatal brand that offered focused products to address each of the personal care needs of expectant mothers. Dove, a<\/p>\n
master brand from Unilever, had developed a worldwide reputation as a nourishing and caring brand for women. Dove\ufffd\ufffd\ufffds success was driven by brand extensions and product<\/p>\n
innovations. Aarti wondered if Hindustan Unilever were to enter the maternity care cosmetic segment as part of its brand expansion plan for Dove, would it bene\ufffd\ufffd\ufffdt from<\/p>\n
a \ufffd\ufffd\ufffdrst-mover advantage by catering to the growing demand for maternity care cosmetic products among Indian women? Hindustan Unilever With close to 16,000 employees,<\/p>\n
1,500 managers, and a total coverage area of over 6.4 million outlets, Hindustan Unilever Limited (HUL) was a behemoth in the fast-moving consumer goods industry<\/p>\n
(FMCG) in India.3 Its history traced to the summer of 1888, when the \ufffd\ufffd\ufffdrst crates of Sunlight soap bars, stamped with \ufffd\ufffd\ufffdMade in England by Lever Brothers,\ufffd\ufffd\ufffd entered India<\/p>\n
through a harbor in Kolkata.4 HUL\ufffd\ufffd\ufffds market capitalization stood at INRi,5 1305.51 billion in 2013\ufffd\ufffd\ufffd2014. It reported annual revenues of INR 280.19
\n2\/10\/2017 Print canvas
\n2\/13
\nbillion and pro\ufffd\ufffd\ufffdts of INR 38.67 billion for the \ufffd\ufffd\ufffdnancial year 2013\ufffd\ufffd\ufffd2014, at a year-on-year growth rate of 8.55% and 1.86% respectively (see Exhibit 1 for selected<\/p>\n
\ufffd\ufffd\ufffdnancials of HUL).6 Unilever set up its \ufffd\ufffd\ufffdrst Indian subsidiary, called Hindustan Vanaspati Manufacturing Company, in 1931. This was followed by Lever Brothers India<\/p>\n
Limited in 1933 and United Traders Limited in 1935. In 1956, the three companies merged, forming Hindustan Lever Limited. By then, products such as Lifebuoy soap<\/p>\n
(launched in 1895), Brooke Bond Red Label tea (launched in 1903), Lux \ufffd\ufffd\ufffdakes (launched in 1905), and Vim scouring powder (launched in 1913) had already been introduced<\/p>\n
to the Indian market. By the turn of the century, brands such as Lakm\ufffd\ufffd, Kwality, Milkfood, Ponds India Limited, and Brooke Bond Label were either acquired or had<\/p>\n
merged with Hindustan Lever Limited, establishing the company as a well-recognized brand throughout India.7 The company was renamed to Hindustan Unilever Limited (HUL)<\/p>\n
in 2007.8 By \ufffd\ufffd\ufffdscal year 2012\ufffd\ufffd\ufffd2013, HUL was a market leader in categories such as laundry, soaps, hair care, home care, and skin care, while holding second-place<\/p>\n
positions in categories such as tea, oral care, and deodorants.9 Eighteen of HUL\ufffd\ufffd\ufffds brands were featured on the Nielsen Corporation\ufffd\ufffd\ufffds list of top 100 most trusted<\/p>\n
brands in 2012.10 These included the likes of Clinic Plus (ranked 4th), Lifebuoy (ranked 10th), Rin (ranked 12th), Surf Excel (ranked 13th), Dove (ranked 37th), and<\/p>\n
Lakm\ufffd\ufffd (ranked 81st).11 Exhibit 1 Financials of Hindustan Unilever (in INR billion)
\nSource: Hindustan Unilever Limited. Annual Report 2013\ufffd\ufffd\ufffd14: Making Sustainable Living Commonplace. Mumbai: Hindustan Unilever Limited, 2014. Web. 25 Jul.2014.<\/p>\n
billion in 2010, when each of HUL\ufffd\ufffd\ufffds core brands provided sales of USD $1 billion or more.12 The Dove brand catered to an umbrella of products under four broad<\/p>\n categories: bar and body wash, hair care, skin care lotions, and deodorants. In 2012, a globally accepted BrandZTM model developed by WPP ranked Dove as the fourth<\/p>\n most valuable brand in the personal care category, with an estimated valuation of USD $4.7 billion.13 In 2014, BrandZTM estimated the brand value of Dove at USD $4.8<\/p>\n billion, while ranking it as the eighth most valuable global brand in the personal care category.14 More than 50 years ago, Lever Brothers introduced Dove, under the<\/p>\n Unilever umbrella, as a beauty bar offering a revolutionary new formula containing \ufffd\ufffd\ufffdone-quarter cleansing cream.\ufffd\ufffd\ufffd15 The new brand of soap was marketed as a clinically<\/p>\n proven milder soap for dry and sensitive skin, going beyond the stereotype that soaps simply enhanced beauty. Since then, Dove has become the number one cleansing<\/p>\n brand in the world, with taglines such as \ufffd\ufffd\ufffdSuddenly soap is old-fashioned!\ufffd\ufffd\ufffd and \ufffd\ufffd\ufffdDove creams your skin while you wash.\ufffd\ufffd\ufffd16 In the 1970s, Dove\ufffd\ufffd\ufffds tagline changed from<\/p>\n \ufffd\ufffd\ufffdone-quarter cleansing cream\ufffd\ufffd\ufffd to \ufffd\ufffd\ufffdone-quarter moisturizing cream,\ufffd\ufffd\ufffd to cater to women\ufffd\ufffd\ufffds needs for lotions.17 It ran print ads with messages such as \ufffd\ufffd\ufffdDermatologists have<\/p>\n put something unusually strong in this skin cleanser. Their trust.\ufffd\ufffd\ufffd18 When David Ogilvy started working with Dove, he relentlessly searched for a point of product<\/p>\n differentiation.19 market. Dove was considered one of HUL\ufffd\ufffd\ufffds fastest-growing brands because it had outlasted a similar product, Camay, along with successful product extensions into hair<\/p>\n and skin care lines.20 In 1995, Dove signi\ufffd\ufffd\ufffdcantly stepped out of the cleansing bar category with the US launch of moisturizing body wash, which became an integral part<\/p>\n of Dove\ufffd\ufffd\ufffds sales in many expansion markets. Other product categories soon followed, with deodorants in 1997, body lotions in 1998, and facial cleansers in 1999. Despite<\/p>\n Dove\ufffd\ufffd\ufffds geographic expansion and product diversi\ufffd\ufffd\ufffdcation, it was facing commercial stagnation with its Dove bars declining in the United States at 1.9%.21 The brand<\/p>\n faced a life-threatening loss of momentum with the risk of product delisting from major retailers, including Wal-Mart.22 The problem was identi\ufffd\ufffd\ufffded as a lack of an<\/p>\n emotional connection between users and Dove, coupled with the loss of relevancy to consumers. Prior to 2004, brand communications largely relied on 1950s-style<\/p>\n testimonials and advertisements that highlighted the functional bene\ufffd\ufffd\ufffdts of one-quarter moisturizing cream and its nondrying quality. Meanwhile, competitors were<\/p>\n gaining signi\ufffd\ufffd\ufffdcant ground by promising unattainable images to consumers by showcasing sexier and glamorous models in their advertisements. Dove management realized<\/p>\n that the brand had the potential to truly connect with people and that the overused and dated claim of onequarter moisturizing cream alone was not going to elevate<\/p>\n brand recognition to a higher level of consumer consciousness in current market conditions. The Real Beauty Campaign Dove\ufffd\ufffd\ufffds \ufffd\ufffd\ufffdrst step toward the Real Beauty campaign<\/p>\n began with the Real Curves campaign for Dove \ufffd\ufffd\ufffdrming lotion. This campaign used size-8 women from London in a photo shoot to \ufffd\ufffd\ufffdaunt their Dove-\ufffd\ufffd\ufffdrm curves, which<\/p>\n challenged conventional premises of beauty in a modern and impactful way. This unconventional approach to marketing led to print and TV ads centered on women of all<\/p>\n sizes. The Real Curves campaign led to the campaign for Real Beauty, which aimed at challenging and questioning society\ufffd\ufffd\ufffds set de\ufffd\ufffd\ufffdnitions of beauty by provoking debate<\/p>\n regarding the existing contradictions in the beauty industry and the status quo mind-set of society at large.23 Alessandro Manfredi, vice president of Dove Global<\/p>\n Masterbrand, led the global rollout of the Dove campaign for Real Beauty. \ufffd\ufffd\ufffdAfter many soul-searching team sessions, the question that kept coming back was \ufffd\ufffd\ufffdWhat is<\/p>\n Dove\ufffd\ufffd\ufffds philosophy on beauty?\ufffd\ufffd\ufffd\ufffd\ufffd\ufffd said Manfredi, when asked what sparked the campaign for Real Beauty. He went on to add that the Global Brand Team delved deeper into the<\/p>\n question of beauty and discovered that only 2% of women were comfortable admitting that they were beautiful.24 Working with psychologists, Unilever published the \ufffd\ufffd\ufffdrst<\/p>\n Dove white paper, \ufffd\ufffd\ufffdThe Real Truth about Beauty Study: A Global Report,\ufffd\ufffd\ufffd to further the international competencies of women\ufffd\ufffd\ufffds beauty and well-being, in addition to the<\/p>\n relationship between the two factors. Dove\ufffd\ufffd\ufffds mission in commissioning this white paper was to explore empirically what beauty meant to women and was based upon<\/p>\n quantitative data collected from an international audience of 3,200 women, ages 18 to 64. The results revealed that after women read a magazine targeting women<\/p>\n audiences, 72% felt worse about themselves.25 Dove realized that stereotypical images in the media were destroying the self-esteem of women. Dove decided to defy<\/p>\n industry convention and turn around its marketing strategy through all of its brand communications and imagery. The Dove\ufffd\ufffd\ufffds Big Ideal (an Ogilvy-bespoke tool)ii<\/p>\n encouraged \ufffd\ufffd\ufffdmore women to feel more beautiful every day.\ufffd\ufffd\ufffd26 The campaign supported the Dove mission \ufffd\ufffd\ufffdto make women feel more beautiful every day by challenging today\ufffd\ufffd\ufffds<\/p>\n stereotypical view of beauty and inspiring women to take great care of themselves.\ufffd\ufffd\ufffd27 Dove management believed that if the brand could make women feel more beautiful<\/p>\n by encouraging greater personal care every day, then the customer\ufffd\ufffd\ufffds emotional connection with Dove products could be revived projecting a more accessible, diverse, and realistic portrayal of beauty. Moreover, Dove strayed from using models and started using \ufffd\ufffd\ufffdeveryday\ufffd\ufffd\ufffd women in advertising<\/p>\n efforts. This supported its ideal of an honest portrayal of beauty, which further drove the brand af\ufffd\ufffd\ufffdnity and category differentiation. Having successfully grown from<\/p>\n a beauty bar to a global master brand, Dove optimized women\ufffd\ufffd\ufffds beauty, all while rede\ufffd\ufffd\ufffdning the parameters of beauty. Dove maintained its core messaging, across the<\/p>\n changing cultural landscape, offering to women the con\ufffd\ufffd\ufffddence to let their individuality shine through. By doing this, the Dove brand continued to make powerful<\/p>\n contributions to women, their beauty, and, most importantly, their selfesteem. Evolving Consumer Choices in the Indian Prenatal Market The Indian maternity care<\/p>\n industry had seen signi\ufffd\ufffd\ufffdcant growth since 2008, expanding at a compound annual growth rate (CAGR) of 16% during 2008\ufffd\ufffd\ufffd2013.28 With a rise in dual-income households, a<\/p>\n decrease in birth rates, an increase in the average pregnancy age, rising disposable incomes, and a consciousness for \ufffd\ufffd\ufffdtness, the prenatal market was fast becoming a<\/p>\n highly lucrative segment for brands and marketers. Moreover, the nine months of pregnancy brought about changes that required alterations in consumption and lifestyle<\/p>\n habits, which added to the attractiveness of entering the maternity market. Several factors led to increasing demands for maternity care products, which were classi\ufffd\ufffd\ufffded<\/p>\n under two trend types: market and consumer. Market Trends in India Willingness to Spend Birth rates had an indirect impact on the demand for prenatal care products.<\/p>\n Across the world, birth rates were falling29 due to an increase in urbanization and nuclear families, better awareness and availability of birth control, a tendency<\/p>\n among couples to wait longer before starting a family, and more women pursuing higher education with more career-centric goals. However, with fewer births per family,<\/p>\n parents-to-be were willing to spend more per pregnancy than before. The willingness to spend more per pregnancy offered a signi\ufffd\ufffd\ufffdcant incentive for prenatal care<\/p>\n product development. India had a birth rate of approximately 21 births per 1,000 people in the year 2012.30 (Refer to Exhibit 2.) Exhibit 2 Factors In\ufffd\ufffd\ufffduencing Indian<\/p>\n Market Trends conditions, consumers began spending more and also considered starting a family. Because adding a new member to the family equated to a major \ufffd\ufffd\ufffdnancial investment,<\/p>\n Indian parents often planned \ufffd\ufffd\ufffdnancially before pregnancy. The disposable incomes in emerging markets had increased signi\ufffd\ufffd\ufffdcantly, with India\ufffd\ufffd\ufffds average annual disposable<\/p>\n income per household in 2011 up by 47.7% from 2007.31 (Refer to Exhibit 2.) companies. As per the International Labor Organization, 178 countries across the world had provisions for paid leaves of absence for expectant mothers.32 In India,<\/p>\n laws entitled women to maternity bene\ufffd\ufffd\ufffdts for six weeks prior to the delivery date. In the IT and consulting sector, which had a higher proportion of female workforce<\/p>\n than the overall workforce, provisions for working from home for a certain period were made available to employees. However, these provisions were available only to<\/p>\n women who were a part of the organized workforce in the country. Consumer Trends in India Women changed consumption patterns and lifestyle choices during pregnancy.<\/p>\n Some common consumer trends observed in India and throughout the world were: Information Boom With easy accessibility to the Internet, online information regarding<\/p>\n pregnancy, maternity, and child care products was just a click away. Parenting platforms were a source of information for expectant mothers. BabyCenter.com, owned by<\/p>\n Johnson & Johnson, was one of the most popular parenting platforms. Similar parenting platforms across the world were gaining momentum and becoming more popular<\/p>\n resources for expectant parents. The world leader in online resources for the maternity industry, BabyTree,33 reached 80% of expectant mothers in China through its<\/p>\n website.34 Mumsnet from the United Kingdom, too, provided information to expecting parents and encouraged the exchange of information. This increasing trend to seek<\/p>\n advice, network with other parents-to-be, and shop online opened an opportunity for marketers to better understand customers\ufffd\ufffd\ufffd evolving needs. Pregnancy Side Effects<\/p>\n and Over-the-Counter Products Although women avoided extra medications during pregnancy, they tended to make OTC purchases for stretch marks, nausea, heartburn, and<\/p>\n other side effects of pregnancy. Morning sickness affected 50% to 80% of pregnant women. Although many women preferred natural remedies for morning sickness, some<\/p>\n preferred OTC medicines such as antacids. Acetaminophen, or paracetamol, was the only pain reliever known not to harm expectant mothers and unborn children. Overall,<\/p>\n the heartburn and indigestion solution market grew 23% between 2007 and 2012.35 As expectant mothers were very sensitive to health issues, the demand for personal care<\/p>\n products to address maternity skin care issues had risen. Catering to this need, many companies offered maternity skin care products. Palmer, Probiotic Action, and<\/p>\n Maternitique.com offered such products worldwide. Mothercare, a British retailer specializing in the maternity industry, had a range of products, known as \ufffd\ufffd\ufffdIt\ufffd\ufffd\ufffds Your<\/p>\n Body,\ufffd\ufffd\ufffd for pregnant women, including stretch mark cream, bath milk, and nipple cream. In the United States, Pretty Mommies was a brand with maternity skin care<\/p>\n products that were chemically suited for the sensitive skin of expectant mothers. Celebrity In\ufffd\ufffd\ufffduence Pregnancy hormones and weight gain led women to become highly<\/p>\n conscious of their bodies and increase their determination to stay healthy and in shape. With many celebrities \ufffd\ufffd\ufffdaunting svelte \ufffd\ufffd\ufffdgures, there was an increase in body<\/p>\n consciousness among women. Because of easy accessibility to information from the Internet and the growth of social media, celebrity moms were keenly followed by fans,<\/p>\n with pregnant celebrities guiding fashion trends and determining what cosmetic products expectant mothers should use. Aishwarya Rai, an Indian \ufffd\ufffd\ufffdlm actress and model,<\/p>\n was subjected to a lot of scrutiny by the media for her major boost in the pregnancy and baby markets. Gifting Rituals Pregnancy was a joyous occasion for not only the parents-to-be, but for family members and friends, as<\/p>\n well. The counterpart of a baby shower in India, godh bharai, was an occasion where family and friends gathered to bless the expectant mother, showering her with gifts<\/p>\n for her and the baby. Marketers in the maternity and child care industries could potentially tap into this pregnancy tradition and introduce expectant mothers to<\/p>\n maternity care products through gift baskets. Pregnancy-Related Hair and Skin Problems The overwhelming happiness of pregnancy was accompanied by nine months of<\/p>\n physical and hormonal changes. The nine months, divided into three trimesters, caused a variety of skin and hair changes in the female body. Hormonal changes and an<\/p>\n excessive \ufffd\ufffd\ufffdow of blood caused skin to become more sensitive and hair to grow faster. Most of these body changes, as discussed below, started to set in by the end of<\/p>\n the \ufffd\ufffd\ufffdrst trimester. Chloasma Chloasma, also known as the mask of pregnancy, was the sudden pigmentation caused by the increased production of melanin in the body,<\/p>\n which was visible as patches over cheeks, the forehead, and the neck.37 These patches darkened post-exposure to sunrays.38 Linea Nigra Linea nigra was a dark vertical<\/p>\n line that developed across the belly, usually visible around the second trimester.39 It was caused by pigmentation around stretched abdominal muscles, where folic acid<\/p>\n supplements were known to help mitigate its damages.40 Pimples and Acne Blemishes were one of the many results of excess oils getting trapped in pores.41 Pimples and<\/p>\n acne were caused by increased sebum secretion because of the hormonal changes of pregnancy and the blockage of pores, with oil-free moisturizers and glycerin-based<\/p>\n face cleansers recommended for use to mitigate these side effects.42 Stretch Marks As a form of scarring on the skin, stretch marks had an off-color hue caused largely<\/p>\n by hormonal changes. Stretch marks were a common problem that affected around 90% of pregnant women. These were highly noticeable by the third trimester, but in many<\/p>\n cases marks were visible as soon as the bump started to grow.43 Eczema Eczema was the in\ufffd\ufffd\ufffdammation of skin44 where itchiness developed around the breasts and belly<\/p>\n during pregnancy, with palms and feet becoming itchy, as well. The sensitive skin was caused by a rise in estrogen levels.45 A cold compress could be used to soothe<\/p>\n the itch, along with the application of skin-soothing oil to moisturize the skin and help decrease itchiness.46 of the skin with mild soap were recommended to avoid rashes and itchiness across the body, while the use of mild shampoos that did not damage the scalp was recommended<\/p>\n for hair maintenance. The Indian Maternity Market The maternity care market in India was majorly concentrated in the giant retail stores Mom&Me and Mothercare, wherein<\/p>\n the market share of Mothercare was less than Mom&Me in terms of retail store presence in 2012.47 Besides the retail outlets, the online channel had a tremendous<\/p>\n assortment of maternity care products specially focused toward the pregnancy-related needs of expectant mothers. E-commerce websites were able to procure a wide<\/p>\n variety of maternity personal care products for various national and international brands (see Exhibit 3 for different competitive products). The existing market did<\/p>\n not speci\ufffd\ufffd\ufffdcally cater to the multiple pregnancy-related problems that an expectant mother faced during the prenatal period. No single brand established a unique<\/p>\n prenatal market that catered to all the personal care needs of mothers-to-be by offering focused products to address each pregnancy need separately. The Road Ahead<\/p>\n Considering the growth of the prenatal market in India, continuously evolving market trends, and consumer preferences, Aarti wondered if Hindustan Unilever should<\/p>\n enter the prenatal care segment with its Dove brand. She thought about the different questions that HUL and Dove had to tackle at both strategic and tactical levels.<\/p>\n Should HUL enter the prenatal cosmetic market? If yes, she wondered if it should enter this market with Dove or should it launch a new brand focused purely on the<\/p>\n prenatal cosmetic market? Exhibit 3 List of Competitive Products Category Company Product Tummy\/Stretch Marks Palmer\ufffd\ufffd\ufffds Cocoa Butter Massage Lotion for Stretch Marks<\/p>\n Farlin Corporation Lotion Anti-Stretch Mark Fairhaven Health LLC Dream Belly Stretch Mark Butter Ocea Marine Cosmetics Thalgo Flat Stomach, Re\ufffd\ufffd\ufffdning, Sculpting Pigeon<\/p>\n India Pvt. Ltd. Body and Stretch Mark Cream Bottega di Lungavita Vita Age Mamma Stretch Mark Cream Omved Lifestyle Pvt. Ltd. Anti-Stretch Belly Balm Mothercare plc<\/p>\n Stretch Mark Cream Full-Body Skin Care Votre Vu Body-Shaping Kit Palmer\ufffd\ufffd\ufffds Cocoa Butter Skin-Firming Lotion Cocoa Butter Skin Therapy Oil Farlin Corporation Firming Leg<\/p>\n Relief Massage Lotion, Skin Care Mother Skin Care Firming Serum for Whole Body Mann & Schroder Sanosan Mama Mom-to-be Cream Face Cleanser Farlin Corporation Mother<\/p>\n Skin Care Feminine Hygiene Foam Wash Bottega Di Lungavita Mamma Intimate Cleanser Cream, AntiCellulite VLCC Healthcare Ltd. Shape Up Oil, Slimming Vedic line Slimside Slimming Shower Gel, Body Therapy Ayucare Pharmaceuticals Pvt. Ltd. Lavana Tailam<\/p>\n Body Shaping Breast Care Votre Vu Breast Re-Contouring Tissue Nourishment Lotion, Hypo Allergic Farlin Corporation Nursing Comfort Balm Mann & Schroder Sanosan Mama<\/p>\n Nipple Salve Ocea Marine Cosmetics Thalgo Bust and D\ufffd\ufffdcollet\ufffd\ufffd, Tightening Nuby Lanolin Nipple Cream Farlin Corporation Bust Beauty Firming Lotion Lass Naturals Bosom<\/p>\n Blossom, Bust Firming & Enhancing Chicco Breast Elasticizing Serum VLCC Healthcare Ltd. Shape Up Bust, Firming Cream Pigeon India Pvt. Ltd. Breast Care Gel World Bank Group. The World Bank, n.d. Web. 10 Jul. 2014. Unilever Limited. Hindustan Unilever Limited, 1 Jan. 2014. Web. 25 Jul. 2014. i is \ufffd\ufffd\ufffdExchange Rate: US Dollars to Indian Rupees (USD\/INR).\ufffd\ufffd\ufffd Dollars 2 Rupee. Analysis UK Limited, n.d. Web. 17 Aug. 2014. Hindustan Unilever Limited. Annual Report 2013\ufffd\ufffd\ufffd14: Making Sustainable Living Commonplace. Mumbai: Hindustan Unilever Limited, 2014. Web. 25 Jul. 2014.<\/p>\n Moneycontrol.com. eEighteen. com Ltd, n.d. Web. 25 Jul. 2014. Limited Factsheet.\ufffd\ufffd\ufffd 10 \ufffd\ufffd\ufffdMost Trusted Brands 2012: List of Top 100.\ufffd\ufffd\ufffd The Economic Times. Times Internet Limited, 7 Nov. 2012. Web. 4 Nov. 2014.<\/p>\n Brand Pro\ufffd\ufffd\ufffdle.\ufffd\ufffd\ufffd Adbrands.net. Mind Advertising Ltd., 21 May 2013. Web. 29 Jul. 2014. 2014.\ufffd\ufffd\ufffd BrandZTM. Millward Brown Optimor and WPP Group, 2014. Web. 25 Jul. 2014. Cleansing Soaps\ufffd\ufffd\ufffd1957 [cc].\ufffd\ufffd\ufffd YouTube. YouTube, 4 Nov. 2008. Web. 27 Oct. 2014. Strategy. Brunico Communications Ltd., 1 Dec. 2007. Web. 26 Aug. 2014. Ibid. 20 Deoras, Neha Pandey. \ufffd\ufffd\ufffdNo Flying Start for Dove\ufffd\ufffd\ufffds Elixir.\ufffd\ufffd\ufffd Business Standard. Business Standard Ltd., 8 Jan. 2014. Web. 2014. Curves.\ufffd\ufffd\ufffd\ufffd\ufffd\ufffd The 2009 Arf David Ogilvy Awards, 2009. Web. 16 May 2014. information in this paragraph came from the source: \ufffd\ufffd\ufffd50 Years of Dove: The Story of a Brand (1955\ufffd\ufffd\ufffd2005).\ufffd\ufffd\ufffd Ogilvy. Ogilvy and Mather Worldwide\ufffd\ufffd\ufffds Intranet, n.d. Web. 10<\/p>\n May 2014. Fly Higher.\ufffd\ufffd\ufffd Global Marketing Effectiveness. Global Marketing Effectiveness, 5 May 2008. Web. 5 Nov. 2014.<\/p>\n Jennifer Scott, and Heidi D\ufffd\ufffd\ufffdAgostino. The Real Truth about Beauty: A Global Report. Mumbai: Dove, 2004. Web.<\/p>\n Curves.\ufffd\ufffd\ufffd\ufffd\ufffd\ufffd The 2009 Arf David Ogilvy Awards, 2009. Web. 16 May 2014. Women Have Curves and Show Them!\ufffd\ufffd\ufffd Dove. Unilever, 23 Jun. 2005. Web. 2014. www.kenresearch.com, 14 Jan. 2014. Web. 28 May 2014. for Paid Maternity Leave.\ufffd\ufffd\ufffd The Huf\ufffd\ufffd\ufffdngton Post Canada. TheHuf\ufffd\ufffd\ufffdngtonPost.com Inc., 22 May 2012. Web. 5 Nov. 2014. Web. 24 Jun. 2014. Web. 7 Aug. 2014. BabyCenter. BabyCenter LLC, May 2011. Web. 10 May 2014. The information in this paragraph was compiled using the source: \ufffd\ufffd\ufffdA Bio-Oil Guide to Pregnancy Stretch Marks.\ufffd\ufffd\ufffd BioOil.com. Bio-Oil Professional, n.d. Web. 10 Jun.<\/p>\n 2014. Oct. 2013. Web. 10 Jun. 2014. Web. 10 May 2014. Expansion of Retail and Online Channels to Lead Future Growth.\ufffd\ufffd\ufffd Ken Research. www.kenresearch.com, 14 Jan. 2014. Web. 28 May 2014. Davidson Institute. We professionally edit, publish and market cutting-edge business case studies and other teaching materials for adoption by top-ranked business<\/p>\n schools globally. Our case studies, modules, and courses cover all core business disciplines as well as social impact-related \ufffd\ufffd\ufffdelds of study. GlobaLens teaching<\/p>\n materials can be reviewed and adopted at www.GlobaLens.com. \ufffd\ufffd \ufffd\ufffd ________________________ \ufffd\ufffd \ufffd\ufffd \ufffd\ufffd Through a unique structure that integrates research, educational outreach, executive education, \ufffd\ufffd\ufffdeld-based collaborations, and development consulting services, WDI<\/p>\n works with emerging economies to implement sound business practices and speed the transition to a more inclusive global society. would improve if women could feel beautiful every day. (Associate Professor of Marketing at IMT Ghaziabad, India) in collaboration with IMT Ghaziabad MBA students Poornima Sharma, Manav Sudan, and Sounak Basu as the basis<\/p>\n for class discussion rather than to illustrate either the effective or ineffective handling of an administrative situation. Hindustan Unilever and the Prenatal Care Market \ufffd\ufffd\ufffdGiving birth should be your greatest achievement not your greatest fear.\ufffd\ufffd\ufffd1 \ufffd\ufffd\ufffdJane Fraser Aarti, a graduate from a leading business school in India, was in the \ufffd\ufffd\ufffdrst trimester of her \ufffd\ufffd\ufffdrst pregnancy. She Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-6749","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/6749","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=6749"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/6749\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=6749"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=6749"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=6749"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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\nIn 1991, Dove began its global rollout, entering 55 new countries by 1994. The year 1993 was particularly important because of the launch of Dove brands in the Indian<\/p>\n
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\nwith a positive impact on women\ufffd\ufffd\ufffds self-esteem. Dove approached its marketing program in a profound way by embracing women of all shapes, sizes, ages, and races by<\/p>\n
\nSource: \ufffd\ufffd\ufffdParents-in-Waiting: Global Perinatal Market Trends.\ufffd\ufffd\ufffd Euromonitor International, 4 Dec. 2013. Web. 10 Jun. 2014. Disposable Income With improved economic<\/p>\n
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\nWorkforce Provisions With a rise in dual-income households worldwide, the decision of having a baby was largely in\ufffd\ufffd\ufffduenced by the maternity provisions provided by<\/p>\n
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\npost-pregnancy weight.36 The Duchess of Cambridge\ufffd\ufffd\ufffds pregnancy fashion choices left expectant parents in awe; the constant applaud for her maternity attire led to a<\/p>\n
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\nPronounced Hair Growth Fuller and thicker hair during pregnancy occurred because of higher levels of estrogen production and a decrease in hair fall. Regular washings<\/p>\n
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\nEverteen Natural Intimate Wash Slimming\/Reshaping Ocea Marine Cosmetics Thalgo Sculpt Expert Cream, Sculpting Restructuring Sattvik Organics Sattvik Organics Shape-On<\/p>\n
\nSource: This exhibit was created and compiled by the authors. Endnotes
\n1 \ufffd\ufffd\ufffdQuotes.\ufffd\ufffd\ufffd Birthbuddies. Birthbuddies, n.d. Web. 10 Aug. 2014.
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\n11 Ibid. 12 \ufffd\ufffd\ufffdPackaging Pro\ufffd\ufffd\ufffdle: Dove.\ufffd\ufffd\ufffd Euromonitor International, n.d. Web. 27 Jul. 2014.
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\n34 PR Newswire. \ufffd\ufffd\ufffdChina\ufffd\ufffd\ufffds Babytree.Com Surpassed U.S.-Based Babycenter.Com to become World\ufffd\ufffd\ufffds No. 1 Pregnancy and Parenting Website.\ufffd\ufffd\ufffd Ulitzer. Ulitzer Inc., 7 Apr. 2013.<\/p>\n
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\n\ufffd\ufffd \ufffd\ufffd \ufffd\ufffd \ufffd\ufffd \ufffd\ufffd \ufffd\ufffd
\nSince 2007, GLOBALENS has been the case writing and publishing partner for the University of Michigan\ufffd\ufffd\ufffds Ross School of Business and is a division of the William<\/p>\n
\nThe WILLIAM DAVIDSON INSTITUTE is an independent, non-pro\ufffd\ufffd\ufffdt education, research, and applied practice organization established at the University of Michigan in 1992.<\/p>\n
\ni USD$1 = INR 61.50 on August 17, 2014. ii The Dove Big Ideal was created by Ogilvy. His ideal formed the heart of Dove\ufffd\ufffd\ufffds communications around the idea that the world<\/p>\n
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\nPublished by GlobaLens, a division of the William Davidson Institute (WDI) at the University of Michigan. \ufffd\ufffd 2014 Sandeep Puri. This case was written by Sandeep Puri<\/p>\n
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