Sachets account for 70 per cent of shampoo sales. Levers has a line of investments lined up in sachets, which began with the launch of a Re 1 sachet in late 1999. Alongside, Levers bombarded the marketspace with relaunches and other product innovation. Pantene suffered more. You have to bring something new everytime.
People is a core issue.
It was 15 per cent last year. Ariel is a good example. It was set on an uphill path by Chaitra Leo Burnett in the last year or so by some earthy communication that addressed core consumer issues. Cuing on to consumer issues and converting them into need-fulfilling products has long been Levers' ace. While the premium strategy can help it address all this, the real test will be the launch of new brands.