Product mix of active wheel

Product mix of the active wheel along with its detailing on benefits, product life cycle in details and its strategies.

1. Names Poulomi Bhattacharya Sovan Ghosh

2. Active wheel Active Wheel is a laundry detergent manufactured by Hindustan Unilever Limited Active Wheel falls in the category of Fast Moving Consumer Goods in home care segment This product was created specifically by Hindustan Unilever to counter Nirma , the low cost detergent The brand Active Wheel is endorsed by Vidya Balan & Salman Khan

3. Product Mix (Active wheel) Active Wheel is one of the largest detergent brands in India in terms of sale volumes It provides freshness and deep cleaning to its user It is one of the most trustworthy and prestigious brands from its parent company 5 levels of Product Potential product Augmented Product Expected Product Basic Product Core Benefit

4. Core Benefit Active wheel that easily washes away the tough dirt. The clothes are no longer squeaky clean but also fragrant fresh Generic Product It comes with a pleasing fragrance of orange and lemon and jasmine and lemon which is very effective in removing dirt with minimum effort Expected Product A low cost detergent for the household which available of various fragrance and gentle on hands with latest technology that easily wash away dirt Detergent which doesn’t cause any harm to clothes It is available in packet packaging of half kg and one kg

5. Introduction Stage Active Wheel was launched in 1988 in India under HUL Growth stage As detergent market started growing many of the competitor came with better prices but at that time Active Wheel became the market leader in the segment in 2000 Active Wheel Rural Missed call Campaign

6. Presently the market share of wheel has fall from 16.2 to 15.2 in the last quarter Ghari who is the competitor of wheel along giving sale of 3700 cr and its market share which is 22% remained unchanged Decline Stage Maturity Stage Active Wheel is the market leader in Bangladesh, Nepal & Sri Lanka (as Sunlight) in its segment It is ranked #5 in the Most Trusted Brands in the Fabric Care Category as per ET Brand Equity 2016 And currently used by close to 200 million households across South Asia

7. Active Wheel has adopted the consumer marketing channel to reach to its consumer Active wheel has 3 level marketing channel as it is under FMCG segment and its for mass consumer Place Mix This brand started off its journey in India but today is available in most of the parts in Southern Asia

8. Active Wheel has a Pan-India presence that has spread to every nook and corner of India and this has been possible because of the strong and widespread distribution network of its parent company HUL HUL knowledge of their target market helps to determine the best place for Active Wheel to be sold

9. Hul used economic pricing strategy for active wheel Active Wheel used low cost model to target mass segment Active wheel has come up with this pricing to survive and to compete For profit maximization HUL used their distribution channel to reach rural areas In the detergent segment HUL is holding 34% market share where as Active Wheel has 15.2% market share

10. Active Wheel sells its product in different packet sizes to capture the customers Active wheel variable cost is high from the initial days

11. Active Wheel is basically consumer product and thus advertisements, packaging, and promotions are used   The product is mainly associated with the household wife who does all the home chores The product mainly has the objective of creating a favourable impression or linking to a certain need like hands staying safe and supple while washing clothes with a detergent It mainly targeted towards the mass market or economy segment Promotional Mix

12. Active Wheel gives more foam and whiteness as compared to other brands of detergents, seen through the tagline “ Mehangi wali dhulai , budget mein samai ” HUL started a promotional campaign of Active Wheel where people would give a missed call to 1800-3000-1599 and would get a call back where they heard snippets of conversation between a couple The product, Active Wheel advertised using celebrity such as Salman Khan and Prachi Desai The product is personalised with fragrances like Jasmine and Lemon which is most favoured by most Indian people Promotional Mix