Abstract

The case discusses in length the structure, product portfolio, compensation plans and pricing strategies adopted by Hindustan Lever Network. In this respect, it also aims to draw comparisons with other Multi Level Marketing brands to study the positioning of HLL vis-a-vis its competitors. The important conclusion that can be drawn that the success of HLN in network marketing will depend on how it manages the various aspects of this distribution segment which is unchartered territory for it.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Indian Direct Marketing Industry, Multilevel marketing, Discuss the structure, model, strategies and marketing policies adopted by HLL vis-a-vis its competitors.

Keywords

Hindustan Lever Network (HLN), 'Lever Home', 'Aviance', Direct Marketing, Distribution channels, Network Marketing, Multi-level marketing, Oriflame India Pvt. Ltd., Avon Beauty Products India Pvt. Ltd., Tupperware India, 'Party Plan', Network structure, Modicare Ltd., Amway India Enterprises