Unilever in India: Building the Ice Creams Business
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Case Code : MKTA004
Case Length : 14 Pages
Period : 1994-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Unilever, Hindustan Lever Limited (HLL)
Industry : FMCG
Countries : India
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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.
In 1994, HLL had launched its ice creams on the back of a string of acquisitions and strategic alliances. By 1995, HLL had captured more than 50% of the organized Indian ice cream market. In the early 2000s, the consumption of ice creams per head in India was still very low at 250 ml compared with 300, 700 and 1,200 ml in Pakistan, Sri Lanka and China respectively. HLL desired not just to increase its market share but also to grow the entire segment. It wished to entice traditional consumers of products like sweets into the ice-cream eating habit through new flavours catering to ethnic tastes...
The Feast range of ice creams and frozen desserts, launched in 1995, was positioned as a 'youth ice cream brand with an attitude'. Over the years, Feast expanded its 'chocolate only' portfolio by including refreshment products like Mango Zap, Calypso Punch and Jaljeera Blast...
Launched in 1996, with the tag line 'Bite bite main pyar' (Love in every bite), Cornetto targeted young adults and was positioned as the product for romantic and special moments (Exhibit: II). In 2002, to the range of Chocolate, Butterscotch and Strawberry Cornettos, HLL added the Super Cornetto range, which came in two combinations - Jamaican Magic and Hawaiian Bliss...
Targeted solely at children, Max was launched in the year 1999 as the
'masti' (fun) ice cream. Max's punch line said, 'Masti kar Befikar' (Have fun without any worries) and encouraged all kids to go ahead and have lots of fun (Exhibit: III). All Max products were fortified with extra vitamins. Max Cups and Max 123 had Vitamin A while Max Orange and Max Joos had real fruit juices and Vitamin C...
Kwality Wall's Sundaes were launched in 2001 in India in Chocolate, Strawberry and Mango flavours. Later, HLL added a Black Currant sauce and Black Currant Dry Fruit pieces...