Unilever in India - Building and Nurturing Brands


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTA003 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 33 Pages
Period : 2000-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Unilever, Hindustan Lever Limited (HLL)
Industry : Fast Moving Consumer Goods (FMCG)
Countries : India

Abstract:

The case discusses at length the power branding strategy adopted by Hindustan Lever Ltd (HLL), Unilever's Indian subsidiary.

Emphasis has been laid on 30 major brands out of a portfolio of around 110 brands.

The case gives details of each of these power brands, their evolution and growth, HLL's positioning of these brands and the marketing strategies adopted for these brands.

Contents:

  Page No.
Introduction 1
Background Note 2
Managing Power Brands 4
Household Products 4
Personal Care 10
Foods and Beverages 17
Looking Ahead 21
Exhibits 4

Keywords:

Unilever, Multinational corporation (MNC), Hindustan Lever Ltd (HLL), Fast moving consumer goods (FMCG), Brand management, Power brands, Marketing, Procter & Gamble (P&G), Competition, Indian business environment

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