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HLL plans to broadbase its media strategy

23-September-2002
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HLL plans to broadbase its media strategy

Hindustan Lever Ltd (HLL), the largest spender on advertising, plans to broadbase its media strategy to meet the target of reaching out to a billion people. In broadbasing its media strategy, HLL plans to increasingly exploit the local media.

HLL’s consolidated adspend — in excess of Rs 800 crore — is the highest in the country.

HLL has, in the last couple of years, put in a new strategy to deal with the changing environment. The three-pronged strategy consists of its focus on 30 power brands, its thrust to improve profitability of these brands, and its plan to secure value for its non-FMCG businesses by protecting the long-term interest. According to sources one factor that will lead to a cost-effective way of advertising, is the quality of advertising.

The Rs 10,971.90-crore FMCG major draws a large part of its turnover from soaps and detergents (Rs 4,284.76 crore in 2001), followed by personal products (Rs 2,212.08 crore), beverages (Rs 1,414.27 crore) and foods (Rs 794.20 crore).

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