Unilever in India: Building the Ice Creams Business


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Please note:

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.

Case Details:

Price:
Case Code : MKTA004 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 14 Pages
Period : 1994-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Unilever, Hindustan Lever Limited (HLL)
Industry : FMCG
Countries : India

Abstract:

Unilever's Indian subsidiary, Hindustan Lever Ltd (HLL), launched its international Wall's range of ice creams in India in the mid-1990s.

HLL adopted a strategy of acquisitions of ice cream brands and strategic tie- ups with Indian groups to evolve its ice cream business.

The case gives a brief overview of the Indian ice cream market, the major players and the kind of competition HLL is facing.

The case deals with the various marketing initiatives introduced by HLL to create interest in the segment and expand the market.

Contents:

  Page No.
Introduction 1
Background Note 1
HLL's Strategy 4
Looking Ahead 10
Exhibits 11

Keywords:

Unilever, MNCs (multinational corporations) in India, Hindustan Lever Ltd (HLL), Ice creams, Foods, Wall's, Kwality Wall''s, Marketing strategy, Indian business environment, Marketing mix, Competition, Amul, Promotions

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