The BOP( Bottom of Pyramid) has been a very exciting area in marketing ever since it was established by C K Prahlad. The detergent industry has been very active in making inroads into this area, with one product after another entering the market.  One of the top brands in this category remains Wheel.
The background to Wheel’s launch starts with the pioneering success of Nirma. HLL(Hindustan Lever Ltd) was the leading player in the Indian market. However, it only catered to the elite class of customers, which left the BOP open. …

Brand evolution-the story of how  a brand changes with time- is one of the most fascinating journey’s one can take.  Fair and Lovely is a good example of this.
This iconic product was launched in the Indian market in 1975, after being developed in Unilever’s research centre. It revolutionised the Indian skin care industry, and very soon became the market leader. It created a new category all together, one which women all over the country took to immediately. Since this was a very new product, initially there was a lot of …