HLL JUGGERNAUT – THE DILEMMA OF GROWTH
Under the Guidance of: Submitted by:
Dr. D. D. Swain Navneet Goel
Professor – Marketing Regd. No. 11PGDM-BHU005
Hindustan Lever Limited (HLL) which was set up in the year 1956 after the merger of three companies i.e. Hindustan Vanaspati Manufacturing Company, Lever Brothers India Limited and United Traders Limited is India’s largest FMCG has a workforce of 36000 employees and a brand portfolio comprising of more than 110 brands in 950 packs. The products cater to the masses through one million retail outlets both in urban and rural areas. It is also accredited with a Super Star trading house honour. HLL saw a rise in turnover during the late 1990’s. HLL has been among the leaders in the categories such as soaps and detergents, hair and skin products, dental care products which could be attributed to the major breakthroughs like innovative products and processes at its Research Centre and also to the fact of constant technical advancement. Another factor of success is its efficient and robust distribution system which involves 2000 suppliers and associates, 7000 stockists and agents. HLL has a broad export portfolio which caters to 30% of world demand and is a net foreign exchange earner. In the quarter ended March 31, 2001 HLL reported a growth of 2.6% in domestic sales. The turnover and profit thus also showed an increase. As part of Human Resource Management, HLL focuses on team building. Every employee carries out on filed job to understand the necessity of hard work. It also motivates people. HLL enjoys strong brand equity and has a lot of credibility and respect in the market. It attracts best talent and is India’s most sought after marketing company. It pursues aggressive marketing strategies.
ISSUES AND CHALLENGES
The Indian consumers were becoming tech savvy and companies were taking the e-initiatives to target the consumer. They also started...