Ashok Venkatramani, VP Sales, HLL Holds Workshop for MBA Students at NITIE

Ashok Venkatramani, VP Sales, HLL Holds Workshop for MBA Students at NITIE
Sharper Problem Identifiers: Need of the Hour

Mumbai, July 11, 2006: Ask any B-school student, and there will hardly be an exception on where he/she places Hindustan Lever Limited in their order of company preferences. A brand that even the common man relates to this day, it offers challenging and exciting work opportunities to all its employees.

In its tradition of inviting corporate giants to share their success mantras with the emerging faces of management, NITIE was graced by the presence of Mr. Ashok Venkatramani, Vice President, HLL for their B-Gyaan Session. An IIM Ahmedabad alumni and one who cherishes interacting with fresh minds, he gave the audience an insight into both the FMCG industry and turn around of certain flagging brands.

With the beauty and health sector witnessing a considerable growth rate over the past 10 years, the skin-care industry has become one of the most lucrative areas of investment. Its fueled by the fact that a near 100% penetration could be achieved in both the urban and the rural market. Some of the business challenges that plagued the industry were: -

Low entry barrier - fear of competition looms large

Multi-fold increase in advertising expenses by companies

Need to make far sharper choices

High cost base - chokes ability to fuel growth

More into specifics, he explained how he and his team had actually turned around the drooping sales of Lux Soap and the challenges faced. Lux, which had been considered the soap of film stars, had the distinction of being the most trusted cleansing brand for 30 years, and actresses till the 90s used to do free advertisements for it. Post 2003, it saw a sharp decline in market share wherein in one year it lost about 1 out of the total 5 crore households. The task before the team was three pronged: -

Containing the decline - of highest priority

Strengthen brand image

Upgrade discount soap users

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Contributed by -
Harsha Venkatesh,
Media Coordinator,
Management Class of 2007,
NITIE, Mumbai.

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