2. INTRODUCTION Hamam is one of the oldest established soap brands in India Hamam came into existence in 1934 and over this 73 years has successfully built up its brand. The brand was owned by Tata Oil Mills ( TOMCO) and later became the HLL brand. Hamam is a natural soap it was more of a natural soap than herbal Hamam gather reasonable volumes till 1990, when volumes dipped by nearly 25 per cent.
3. ABOUT THE BRAND Assurance of being a soap which is “safe on skin” Manufactured in modern soap plants Contains polyols-Good moisturizers Made from a blend of vegetable oils Palm oil and coconut oil mixed in the right proportion Gives lather which is stable and can effectively remove oil, dirt from the surface of the skin.
4. MARKET SHARE HLL is proud of Hamam’s strong presence in Tamil Nadu having a share of 25% in T.N.market. Only 400 crore Herbal soap brand in the personal care segment 26% market share in the South Indian state of Tamil Nadu
5. PAST POSITIONING Hamam was positioned initially as a complete natural family soap. The brand was built on the ‘Trust’ factor. The earlier ads typically showed Mother and child with mother explaining the meaning of Trust using the example of Hamam. Hamam also continues to emphasize on the emotional bonding again between a mother and a child to highlight the `Protection' aspect
6. PAST POSITIONING An advertisement that was launched in the immediate aftermath of the takeover by HLL spoke of the ‘Honesty’ of the soap The boy then asks his mother the meaning of ‘Honesty’ and is given the example of Hamam and its Honest appeal The product itself underwent a change along with its positioning this time around. A ‘Natural’ image was built by including ingredients like Neem, Mint, Lime and Tulsi to its constituents
9. New Positioning & Branding As a health & Skin care soap. Perfect balance of Tulsi, Neem and Aloe vera Extracts Contains Total fatty matter (TFM) Continue to Brand it, in the Natural Soap Category Added variants HamamSampoornaSnaan Hamam Scrub Bath HamamSandal
14. Highlights Starting on 16th August 2011 - Total 4 weeks Multimedia Campaign using Television, Out of Home media – Multiplex, Office Complex, Shopping Malls, etc 3141 spots to be aired 81 SPOTS AVERAGE DAILY Sponsorship & Value adds on 41 movies Presence in various genres to maximise reach Movies, Music, News & Entertainmaint
15. Consumer Offer Re. 1 off on the New hamam during Re-Launch Period Media On air for 4 weeks 3141 spots Around 81 spots a day Trade Initiatives Exciting trade offers Distribution Drive Starts from 16th August 2011
