Home >> Marketing >> Article

HLL expands power brand category

02-June-2004
Font Size   16
HLL expands power brand category

Hindustan Lever Ltd (HLL) has decided to include five new brands in the "power brand" category. These are being considered the company's future growth drivers and, hence, will see added investments.

Last year the company had made it clear that it would invest funds and provide marketing and advertising support to only 30 of its 110 brands, in a bid to streamline operations and focus on core areas. But it seems that several initiatives HLL took last year have thrown up surprises.

Among the new additions to the power brand club are the company's direct selling arm, HLL Network, and herbal initiative Ayush, a company spokesperson told Business Line but refused to name the three other additions.

Market sources said that with the impending foray of HLL into the water purification business, the proposed `Pure It' brand could be the third contender brand in which the company may invest substantially. Confectionary brand Max has already been identified as another focus area for the company and may well be another contender.

Besides recognising that direct selling and herbal brands could be potential growth drivers this year, HLL is also taking several initiatives in new product categories to generate growth.

This includes expansion of the cooking aids business under Knorr Annapurna and Kissan.

Apart from the new additions to the power brand club, six existing power brands are being rechristened `mega brands' since each of these generated annual sales of over $100 million last year.

The mega brands are Wheel, Brooke Bond, Lux, Rin, Lifebuoy and Fair & Lovely.

According to market sources, Wheel was one of the leading brands of HLL with annual revenues of well over Rs 700 crore.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Heated debates and serious discussion on several aspects of Digital Marketing marks time spent by esteemed jury led by Sanjiv Mehta, Chairman and MD, Hindustan Unilever

The new Ogilvy mantra is about being obsessive about and taking ownership of every aspect of the brand.

Today we have father-daughter duo, Rana Kapoor, Founder, MD & CEO, YES Bank, and Roshini Kapoor, Co- founder of the Three Sisters, talking about family trips and motivational thoughts