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Others HLL plans to broadbase its media strategy

HLL plans to broadbase its media strategy

Author | exchange4media News Service | Monday, Sep 23,2002 7:27 AM

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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).

Tags: e4m

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