Unilever India in 2004 - In Search of a Growth Strategy

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Case Details:

Case Code : BSTA043
Case Length : 14 Pages
Period : 1885 - 2004
Organization : Unilever, Hindustan Lever Limited (HLL)
Pub Date : 2004
Teaching Note :Not Available
Countries : India
Industry : Packaged Goods

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Business Segments

HLL had five main divisions, Soaps & Detergents, Personal Products, Beverages, Foods and Ice creams (See Exhibit III). HLL also had a separate exports division. The company's exports included soaps and detergents, personal products, home care products, tea and coffee and other items such as marine products, basmati rice, castor oil and its derivatives. HLL was one of India's largest exporters...

Project Millennium

For HLL, the problem of slow growth had not appeared overnight. Aware of the fact that many of the growth opportunities had been tapped, Chairman Keki Dadiseth launched Project Millennium in the late 1990s...

Human Resources

HLL's top management realized that its ability to attract and nurture good talent would be crucial to the success of Project Millennium...

Changes at the Top

In what appeared to be a public admission of the challenges facing the company, HLL announced sweeping changes in its management structure on April 15, 2004...

The Road Ahead

In mid-2004, the challenges which HLL faced in restoring growth, looked formidable. Penetration levels in most FMCG categories had become saturated. Another trend affecting FMCG sales of the increase in spending on consumer durables, education, health care and travel...


Exhibit I: Financial Performance at a Glance
Exhibit II: HLL - Strengths/Weaknesses
Exhibit III: HLL - Product Portfolio
Exhibit IV: HLL - Product Profile
Exhibit V: The Economic Times - Brand Equity Ranking of India's Biggest FMCG brands, 2003
Exhibit VI: Business Leadership Program in Sales & Marketing


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