Brand: Lever Ayush
Company: Hindustan Unilever
Brand Analysis Count: #579
Company: Hindustan Unilever
Brand Analysis Count: #579
It took Patanjali to wake the giant from slumber. The Rs 36,000 crore HUL has been disturbed pretty difficult past times the Rs 5000 crore Patanjali resulting inward the relaunch of Ayush brand. It seems similar a replay of the epic battle betwixt Nirma as well as Surf, however, the consequence of the electrical current struggle remains unpredictable.
Ayush was launched past times Hindustan Unilever inward 2001. The construct at that fourth dimension was launched to tap into the premium infinite inward the Ayurveda personal tending market. However, the excogitation failed as well as Ayush was sidelined inward the huge brand-lines of the company.
Patanjali which was established inward 2006, began aggressively marketing from 2015 as well as nearly ignited the increase of Ayurveda based personal tending marketplace inward India. But what is surprising is that the multi-national giants similar HUL, Colgate etc were belike inward a the world of Marketing Myopia. They failed to run across the ascension of Patanjali as well as could non counter the challenger. The resultant is that inside a brusk span, Patanjali rose to a higher grade of construct awareness as well as reasonable equity inward a sure as shooting category of products.
The reaction of HUL was also on predictable lines, accept an onetime brand, dust it off as well as relaunch. Thus launched the revised version of Lever Ayush. The side past times side challenge is to counter the source of Brand Equity of Patanjali. Patanjali heavily draws its equity from Baba Ramdev. Lever Ayush chose the celebrity route. Along alongside the celebrity, the construct has chosen to partner alongside Arya Vaidya Pharmacy for the evolution of this product. However, the campaigns don't actually promote this association which is a big mistake. Arya Vaidya Pharmacy has first-class equity as well as could stimulate got given to a greater extent than firepower to the construct inward countering Patanjali.
In the relaunch, Lever Ayush has roped inward Akshay Kumar equally the Pb construct ambassador. The construct is currently running the relaunch crusade across diverse media.
For personal tending products targeted at the woman soul segment, the construct has chosen Tamanna equally the construct ambassador.
Lever Ayush is positioned equally an authentic ayurvedic brand. The tagline of the construct is - Sahi Ayurveda - translated to ' True Ayurveda'.
It has to survive seen whether the client would purchase that positioning endorsed past times the celebrity.
In the pricing front, Ayush has shed the premium tag as well as is taking Patanjali head-on past times launching the products inward the cost make of Rs thirty - 130. According to paper reports, HUL is promoting the Ayush construct inward the Southern States.
The struggle betwixt HUL as well as Patanjali inward the personal tending infinite would survive a skillful struggle to spotter for.
