The visible spurt in the number of product initiatives from Hindustan Lever Limited (HLL), and the spate of product launches and relaunches, has led to a 30 per cent increase in advertising expenditure during the third quarter ended September 30, 2001.
According to MS Banga, HLL Chairman, the company will continue to invest behind product promotions and advertising during the fourth quarter. The company’s expenditure on advertising and promotions stood at about Rs 700 crore, including subsidiaries.
Meanwhile, even as the company’s decided not to make public its list of power brands, it is learnt that Cococare, the coconut oil brand which it acquired from Recon Oil two years ago, does not feature among the 30 power brands.
Company officials said that Cococare will be given a regional thrust as it commands a better presence in the south and the west. The brand’s presence will be restricted to these regions, the officials said. The acquisition of Cococare gave HLL a critical technological benefit. HLL’s other coconut hair oil brand is Nihar.