STRATEGIC BRAND AND PRODUCT MANAGEMENT

SUBMITTED BY GROUP NO.: 3

Ayan Bardhan Roy 23PGDM129

Bijoy Kumar Bhadra 23PGDM131
Biswajeet Kumar Gupta 23PGDM132
Priyanka Yadav 23PGDM134
Deeptesh Pal 23PGDM135
Deyashi Kanjibillya 23PGDM136
Hritik Raj 23PGDM140

SUBMITTED TO:

DR. Rituparna Basu

In partial fulfilment for the award of the degree

OF

POST GRADUATE DIPLOMA IN MANAGEMENT

At

INTERNALTIONAL MANAGEMENT INSTITUTE, KOLKATA

 TABLE OF CONTENT

1. Executive Summary………………….…………………………………….…..……….3

2.CompanyOverview.………………….……………………………….…….…………….4

3. Why a New Product Launch?.......………………………….….…….……………...4

4. Macro Environment (PESTLE Analysis) ………………………….…….…….………….5

5. Market Analysis…………………………………….…….………..…….………………..5

6. STP Analysis for Plante……………………………………………..……….6

7. Strategic Implementation……………………………………………………..………7

8. Target Market………………………………………….…………………………..………7

9. Product Proposition………………………………….…………………………..……8

10. Launch Model: Stage-Gate Approach……………………………………….……9

11. Go-to-Market (GTM) Strategy………………………………………………….….9

12. Anticipated Outcomes……………………………………………………………….10

 Executive Summary
Hindustan Unilever Limited (HUL), India's largest FMCG company, is set to revolutionize
the plant-based milk market with the launch of its new product line, "Plante: HUL’s Plant-
Based Milk." This initiative is strategically aligned with HUL's vision of innovation,
sustainability, and catering to health-conscious consumers. Leveraging HUL’s extensive
market insights, robust distribution network, and commitment to eco-friendly practices, the
"Plante" range aims to dominate a rapidly growing market segment and establish itself as a
leader in functional beverages.

The plant-based milk market in India, projected to grow at a compound annual growth rate
(CAGR) of 20–25% to reach ₹2,000 crore by 2026, offers immense potential. Increasing
health awareness, dietary preferences for lactose-free products, and the adoption of eco-
conscious lifestyles are fueling consumer demand. Additionally, government initiatives and
advancements in food technology have created a favorable macro-environment for this
launch.

"Plante" targets Millennials and Gen Z (ages 20–40), urban consumers who prioritize health,
sustainability, and ethical consumption. Secondary audiences include families seeking
nutritious options and institutions like cafés, gyms, and corporate cafeterias. The product line,
featuring Almond Milk, Oat Milk, and Soy Milk variants, is fortified with essential nutrients
such as calcium, vitamin D, and vitamin B12. These products are tailored to Indian tastes,
ensuring compatibility with staples like tea and coffee. Eco-friendly packaging further
reinforces the brand’s commitment to sustainability.

HUL's go-to-market (GTM) strategy employs competitive pricing with introductory offers to
encourage trials. Distribution will span traditional kirana stores, premium supermarkets, and
e-commerce platforms such as Amazon and BigBasket. Marketing efforts will blend
influencer-driven digital campaigns, in-store promotions, and traditional media
advertisements under the banner of the #PowerOfPlants campaign. The brand’s tagline,
"Deliciously Nutritious. Sustainably Yours," encapsulates its core value proposition.

The Stage-Gate approach will guide the product’s development, ensuring risk minimization
and alignment with consumer preferences. Following idea screening and business case
development, the product will undergo rigorous testing before a phased nationwide rollout.
Company Overview

Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods (FMCG)
company, headquartered in Mumbai. Established in 1933 as Lever Brothers India Limited, it
became Hindustan Lever Limited in 1956 following a merger of constituent groups, and was
renamed Hindustan Unilever Limited in June 2007.

Product Portfolio: HUL offers a diverse range of products across multiple categories:

• Foods and Refreshments: Brands like Brooke Bond, Kissan, and Kwality Wall's
offer tea, coffee, jams, and ice creams.

• Home Care: Products such as Surf Excel, Rin, and Domex cater to laundry and
cleaning needs.

• Beauty and Personal Care: Brands like Dove, Lakmé, and Pond's provide skincare,
haircare, and cosmetic products.

Why a New Product Launch?

Strategic Drivers

1. Health and Wellness Trend:

Rising consumer demand for lactose-free, plant-based alternatives driven by health
awareness and lifestyle changes.

2. Sustainability:
HUL’s commitment to eco-friendly product innovation aligns perfectly with plant-
based milk’s lower environmental footprint.

3. Market Opportunity:
The plant-based milk market in India is growing at a CAGR of 20-25%, with an
estimated market size of ₹2,000 crore by 2026.

4. Portfolio Diversification:
"Plante" will strengthen HUL’s presence in high-growth, high-margin categories,
reinforcing its leadership in functional beverages.
Situation Analysis

Macro Environment (PESTLE Analysis)

1. Political: Government initiatives to promote plant-based food alternatives.

2. Economic: Rising disposable incomes enable consumers to afford premium health-

focused products.

3. Social: Increasing adoption of veganism and eco-conscious lifestyles.

4. Technological: Advanced food processing techniques enhance product quality and

taste.

5. Legal: Compliance with FSSAI standards for plant-based products.

6. Environmental: Plant-based milk production uses fewer resources, reducing its

carbon and water footprint.

Market Analysis

1. Growth Potential:

o Urban India drives the demand for plant-based beverages.

o Niche but rapidly growing consumer base with expanding awareness in tier-2
and tier-3 cities.

2. Competitive Landscape:

o Key Players: Sofit (Hershey’s), Raw Pressery, and Oatly.

o Gap: No brand offers mass-market affordability, Indianized taste profiles, and

fortified nutrition.
STP Analysis for Plante

Segmentation

1. Demographic Segmentation:

o Age: Millennials and Gen Z (20–40 years old), along with families with young
children and elderly members.

o Income: Middle and upper-middle-class consumers with the ability to afford

premium health-oriented products.

2. Geographic Segmentation:

o Urban areas: Metro and Tier-1 cities as primary markets.

o Emerging Tier-2 and Tier-3 cities with growing awareness of plant-based

diets.

3. Psychographic Segmentation:

o Lifestyle: Health-conscious, fitness-oriented, and eco-friendly consumers.

o Values: Individuals committed to sustainability and ethical consumption.

4. Behavioral Segmentation:

o Purchase Behavior: Consumers seeking alternatives to dairy for lactose

intolerance or veganism.

o Usage: Daily consumption for tea, coffee, and standalone beverages.

Targeting

• Primary Target Market:

o Millennials and Gen Z (20–40 years), residing in urban centers, who are
highly aware of health trends and are early adopters of eco-friendly lifestyles.

• Secondary Target Market:

o Families seeking nutritious options for children and elderly members.

 o Health-focused institutions such as gyms, cafés, and corporate cafeterias
aiming to cater to wellness-conscious clientele.

Positioning

• Value Proposition:

o A premium yet accessible plant-based milk that balances health, taste, and
sustainability.

• Tagline:

o "Deliciously Nutritious. Sustainably Yours."

• Key Differentiators:

o Fortified nutrition tailored for Indian consumers.

o Variants designed for Indian beverages like tea and coffee.

o Eco-friendly packaging with QR codes for transparency and recipes.

• Positioning Statement:

o "For the eco-conscious and health-focused urban consumer, Planté offers

plant-based milk variants enriched with superior nutrition and taste, designed
to seamlessly complement your everyday beverages while minimizing
environmental impact."
Strategic Implementation

• Product:

o Almond Milk, Oat Milk, and Soy Milk variants to cater to diverse preferences.

o 100% recyclable tetra packs aligned with eco-friendly branding.

• Price:

o Positioned competitively with introductory offers to drive trials.

• Place:

o Comprehensive distribution strategy encompassing kirana stores,

supermarkets, and e-commerce platforms.

• Promotion:

o Influencer-driven digital campaigns (#PowerOfPlants).

o Traditional media advertisements highlighting health benefits and

sustainability.

Target Market

Primary Audience:

• Millennials and Gen Z (20–40 years old), residing in urban and tier-1 cities.

• Health-conscious, environmentally aware individuals seeking clean-label products.

Secondary Audience:

• Families with young children and elderly members who require nutritious, lactose-
free options.

• Health-focused institutions like cafés, gyms, and corporate cafeterias.

Product Proposition

Product Name: "Plante: HUL’s Plant-Based Milk"

Tagline: "Deliciously Nutritious. Sustainably Yours."

Key Features:

1. Variants:

o Almond Milk (Classic Sweetened, Unsweetened).

o Oat Milk (Rich and Creamy).

o Soy Milk (High-Protein Fortified).

2. Packaging:

o Eco-friendly, 100% recyclable tetra packs.

o QR code on the packaging for recipes and nutritional transparency.

3. Taste Profile:

o Designed to complement Indian beverages like tea and coffee.

4. Fortification:

o Enriched with calcium, vitamin D, and vitamin B12 for enhanced nutrition.

Launch Model: Stage-Gate Approach

A structured Stage-Gate model will be employed to minimize risks and ensure alignment
with consumer needs.

Stages:

1. Stage 1: Idea Screening:

o Validate consumer interest through surveys and focus groups.

2. Stage 2: Business Case Development:

 o Conduct detailed market research, develop pricing strategies, and estimate
financial returns.

3. Stage 3: Product Development:

o Finalize formulations, secure FSSAI approvals, and conduct pilot runs.

4. Stage 4: Testing & Validation:

o Pilot launch in metro cities to gather feedback and refine offerings.

5. Stage 5: Commercial Launch:

o Nationwide rollout with a phased GTM strategy.

Go-to-Market (GTM) Strategy

1. Pricing:

• Competitive pricing with introductory offers to drive trial and adoption:

o ₹50–₹60 (200ml), ₹120–₹140 (500ml), ₹220–₹250 (1L).

2. Distribution Channels:

• General Trade: Availability in kirana stores.

• Modern Trade: Premium positioning in supermarkets.

• E-commerce: Partner with platforms like Amazon and BigBasket for nationwide
reach.

3. Marketing Campaigns:

1. Digital Presence:

o Social media campaigns: #PowerOfPlants.

o Collaborations with fitness influencers and wellness blogs.

2. In-store Promotions:

o Sampling booths at retail outlets.

o Recipe demonstrations in cafés and supermarkets.

 3. Traditional Media:

o Television ads highlighting health, taste, and sustainability.

Anticipated Outcomes

1. Market Leadership: Capture a significant share in the plant-based milk category

within the first year.

2. Revenue Growth: High-margin product line contributing to HUL’s top-line growth.

3. Brand Equity: Reinforce HUL as a leader in sustainable, health-focused innovation.

4. Consumer Loyalty: Build trust through superior taste, nutrition, and eco-conscious
positioning.

Fig1: Plante Product packaging