1.

Having been a consumer goods and retail giant over the years, HUL has a huge
repository of consumer data that includes information regarding their preferences,
buying patterns, demographics etc. The plan is to leverage this data to run prioritized
targeted marketing campaigns through data analytics.

(Example for Demographic targeting: It makes more sense in advertising and pushing
an Ayurveda product to a 40+ year old customer rather than a customer aged around
20 years).

2. Cash in on the Make in India and Swadeshi sentiment across the country by
branding the entire Ayurveda product lineage as Swadeshi and homegrown.

3. Rope in a widely accepted, controversy free spiritual master/yogic and major

achievers in sports, movie industries as brand ambassadors.

4. Leverage the capabilities of social media in reaching out to a wide consumer base
at negligible cost.

5. Run an emotional WhatsApp ad campaign through a video appealing to the spirit

of using Ayurveda products/ Indian products.

6. Run promotional offers/ discounts/ savings on bundled products and trial

packs for the initial 25-40 days from the launch of products.

7. Set aside a dedicated marketing budget without which foraging into a segment
that is already captured by a major player is difficult.

8. Target tier 2 and tier 3 cities where HUL has better distribution channels and
higher penetration as compared to Patanjali.

9. Differentiate Ayurveda based products by the perception of superior quality over

existing competitors.

Please make sure you use more robust frameworks to evaluate our proposals, SWOT
might not be the most ideal framework for evaluation. Having said that, the points of
contention for most frameworks will invariably hinge on SWOT Analysis.

Strengths:

1. Huge amount of consumer data (no other player in the industry has as much
insight into their customers as we do).

2. Well established distribution channels in tier 2 and tier 3 cities.

3. Favorable brand perception in the country. One of the oldest names in Consumer
Goods industry.

4. HUL can leverage its robust R&D capabilities.

Weaknesses:

1. Late entrant into the Ayurveda products scene therefore no first mover
advantage.

2. Well established competition that has captured a major market share.

Opportunities:

1. Growing market size (Research and plug in the exact % growth).

2. Opportunity to acquire minor players and consolidate.

Threats:

1. Rapidly evolving consumer preferences.

2. Threat of cannibalizing existing product range (need to come up with a point to

defend it)