I love exploring new domains and I wanted to know what problems FMCG companies were facing. Through this competition, I was sure of getting exposure to the marketing challenges FMCGs face and strategies they make. Therefore, I stepped into the competition to explore and learn. Besides, being the National Finalists of HUL Big Brand Theory was an overwhelming feeling.
We worked in multiple sittings and followed a procedure. The first step was to work individually and figure out what we understood from the given case study. It was our understanding that we jotted down in a raw manner. Then, we improvised and exchanged perspectives in the next meeting.
We had individually researched about which domains HUL can target based on studying other major FMCGs and which new product would make a hit in the market. Also, we studied research papers of Patanjali and other Ayurvedic products and consumers’ perception of organic cosmetics. The most challenging part was pricing the organic products and penetrating into different segments where non-organic brands have established themselves very well. We revised our presentation approximately 10-12 times before we finalized the ultimate one.
Our team was one of the best teams I have ever worked with. We did not have conflicts but we had add-ons to whatever points the other had. We kept an open mind to look into what the other had to say. Our team’s strong suit was understanding customer perception, that helped us to come up with strategies for the cosmetics segment for Ayush.
We did not have exposure to what other teams had presented but when we got to know the idea of the winning team from GLIM Chennai, we knew they must have been our toughest competitor as their suggestion for new segment for Ayush was the same as ours i.e. cosmetics, except, they had the other segment too i.e. beverages. Also, I think, we lagged behind in the financial aspects of the new project, which the winning team had covered.
We learnt that quality work requires mammoth efforts, and that, efforts will always be appreciated. It was a great opportunity. We directly gave our solutions and suggestions to the Brand Manager of Ayush. In addition to that, interaction with students from other MBA colleges gave us an exposure to the kind of knowledge and learning they have and their perspective on the case study.
HUL Big Brand Theory was great though we did not get much clarity on the judgement parameters. It was well-organized. The organizers made the agenda very clear on the very first day. We were overwhelmed by the warm welcome and accommodation provided to us by the company. It will always be a memorable stay for us.
Do you have your eyes set on winning HUL Big Brand Theory? Read more about HUL Big Brand Theory and the organizers Hindustan Unilever Limited (HUL) to cover all your basis. Other competitions organized by Hindustan Unilever Limited are HUL L.I.M.E. Season 10, HUL – IT Reboot, HUL FinAce Season 2, HUL- The Premier League, HUL Carpe Diem Season 5.