Financial Daily from THE HINDU group of publications
Saturday, Nov 15, 2003
Financial Daily from THE HINDU group of publications Saturday, Nov 15, 2003 |
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Marketing
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Retailing Network to handle HLL retail brands Purvita Chatterjee
Mumbai , Nov. 14 BREAKING the rules for its direct selling venture — HLL has decided to sell its retail brands such as Denim, Max Candy and Lever Ayush through the network channel — Hindustan Lever Network. However, the company has attached tags to its brands such as Lever Ayush `Spa' and Denim `Xclusive' to justify their premium pricing as a result of being sold through the network. According to officials at Lever Network, "Lever Spa and Denim Xclusive are products which are superior in quality compared to their counterpart brands available on retail shelves. These are products having an unique formulation and with the backing of Unilever and have been developed specifically for Indian consumers". HLL Network already has exclusive sub-brands such as Aviance (for personal care) and Lever Home (for kitchen, home and laundry segments) and the new retail brands will be added to its current portfolio. For instance, in its latest newsletter to its consultants, Denim Xclusive will have products such as cologne talc and aftershave lotion with a 15 per cent discount being offered to its consultants. The Lever Ayush Spa range will comprise almost all the existing products under is present retail offerings such as Body Rakshak Soap (75 gm for Rs 20), Dandruff Naashak Shampoo (200 ml for Rs 110), Hair Poshak Oil (100 ml for Rs 30), Headache Naashak roll on (10 ml for Rs 10) and its Cough Naashak Syrup (100 ml for Rs 45). The Max Confectionery candy gift pact offer commenced on Diwali and will be available in two pack sizes (Candy Gift Pack and Candy Treasures). HLL has yet to break even in its direct selling operations. Early this year, it announced its plans of entering every FMCG category that the company is already present in with a new channel brand - Hindustan Lever Network - which will have an array of sub-brands catering to the various segments under direct selling. While Aviance would continue as the personal care beauty sub-brand, Lever Home had been added as another major sub-brand to cater to the home, kitchen and laundry segments, with more categories and sub-brands to follow. Taking no chances with the new channel brand name, HLL decided to stamp its own name on the venture so that its consumers in the direct channel market are certain that the products are from the House of Lever.
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