Buy custom Brand Building - Hamam
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Topic: |
Business
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Number of pages / Number of words: |
7 / 1798 |
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During its TOMCO days, the brand was positioned as a Family Soap and continued to be that way with an emphasis on the promise of glowing skin and that for the whole family. The brand continued to gather reasonable volumes till 1990, when volumes dipped by nearly 25 per cent.
Then in 1994, the erstwhile Hindusthan Lever Limited took over Hamam along with a host of other TOMCO soaps and detergents and decided to change its positioning to improve volumes...
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According to the philosophy of the new owners of the brand, Family Product was not seen a positioning per se. Family brands, by default, either tend to become a value brand or a brand that is bought by consumers who do not believe in buying into a proposition.
Hamam was also largely perceived to be a regional brand only; with almost half its sales coming from South India...
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