Unilever in India - Building and Nurturing Brands
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Case Details:
Case Code : MKTA003
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
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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.
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Excerpts Contd...
Foods and Beverages
Ice Creams
HLL's ice cream division, Kwality Wall's, turned around during the period January - June 2003. It recorded a profit of Rs. 9.74 crores compared to losses of Rs. 2.86 crores and Rs. 9 crores in the first six months of 2002 and 2001...
Beverages
HLL's beverages business comprised the Brooke Bond and Lipton brands. Brooke Bond covered four sub-brands, Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond 3 Roses and Brooke Bond Taaza...
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Popular foods and Culinary
Knorr Annapurna
Spices were an essential ingredient of the Indian cuisine. The spices market was dominated by local players like Everest, MDH and Badshah...
Looking Ahead
In the early 2000s, HLL extended the reach of its products under a new channel brand (HLL Network), to leverage the power of direct selling. The HLL Network was poised to enter various categories. HLL had enrolled over 1,00,000 consultants for the Network. The company targeted a turnover of Rs. 500 crores and planned to have a million consultants working for it by 2007...
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Exhibits
Exhibit I: HLL - Product Profile
Exhibit II: Pastes on Price Plank
Exhibit III: Competition in Tea
Exhibit IV: Early Ads for Lifebuoy
Exhibit V: Ads for Lux - Endorsed by Popular Filmstars
Exhibit VI: Lalitaji Ad Campaign for Surf (1980s)
Exhibit VII: TVC for Vim (June 2002)
Exhibit VIII: TVC for Fair & Lovely (July 2003)
Exhibits IX: Pepsodent Germicheck (March 2001)
Exhibits X: Clinic All Clear - Endorsed by Shah Rukh Khan
Exhibits XI: TVC for Brooke Bond (August 2003) |
Exhibits XII: The Economic Times - Brand Equity Ranking of India's Biggest FMCG Brands, 2003
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