Download - HUL Case Study SDM FINAL PPTformat
![Page 1: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/1.jpg)
HUL CASE STUDY
![Page 2: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/2.jpg)
HUL CASE STUDY
GROUP 7VIVEK KAPOOR
SAMRATANKIT JAIN
SUDHANSHUALLEN SANGEET
NIRAJ SINGH
![Page 3: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/3.jpg)
Contents
Introduction to the case Fabric Wash Sector Challenges Case Analysis
Distribution Network Current Strategy Sales Organizational Structure
![Page 4: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/4.jpg)
Introduction to the case
The case focuses on the Indian fabric wash sector.
The case shows the growth potential and increasing market share of HUL
The case also focus on the strength of power brands of HUL in competition with P&G and Nirma.
It also focuses on the distribution network of HUL in urban and rural areas.
![Page 5: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/5.jpg)
Products…..
![Page 6: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/6.jpg)
Fabric Wash Sector
Fabric Wash Sector
Pre-Wash
Synthetic detergents
Laundry Soap
Post-wash
Fabric Whitener/Blue
Bleach
Starch
![Page 7: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/7.jpg)
Challenges
Change in distribution Networks Issues regarding rural penetration Change in strategy
![Page 8: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/8.jpg)
Case Analysis
![Page 9: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/9.jpg)
Evolution of HUL’s distribution Network
The first phase of the HUL distribution network had wholesalers placing bulk orders directly with the company
The focus of the second phase, which spanned the decades of the 40s, was to provide desired products and quality service to the company's customers
The highlight of the third phase was the concept of "Redistribution Stockist" (RS) who replaced the RWs
![Page 10: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/10.jpg)
![Page 11: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/11.jpg)
Distribution at Villages…
RURAL DISTRIBUTION MODEL
![Page 12: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/12.jpg)
Distribution at Urban Centers…
Distribution of goods from the manufacturing site to C & F agents take place through either the trucks or rail roads depending on the time factor for delivery and cost of transportation.
Generally the manufacturing site is located such that it covers a bigger geographical segment of India.
From the C & F agents, the goods are transported to RS’s by means of trucks and the products finally make the ‘last mile’ based on the local popular and cheap mode of transport.
![Page 13: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/13.jpg)
New Distribution Channels…
Project SHAKTI To distribute their products in remote rural areas. 30% of FMCG business comes from villages with a
population less than 2,000. The Shakti model trains women from SHGs to
distribute HLL products of daily consumption such as Detergents, Toilet soaps and Shampoos.
The vision is to reach over 100,000 villages, thereby touching about 100 million consumers. The SHGs have chosen to adopt distribution of HLL's products as a business venture.
![Page 14: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/14.jpg)
Model
![Page 15: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/15.jpg)
Project Streamline….
![Page 16: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/16.jpg)
Initiatives Taken to Improve The Distribution Network
Setting up of a full‐scale sales organization comprising key account management and activation to impact, fully engage and service modern retailers as they emerge.
Servicing Channel partners and customers with continuous daily replenishment.
Leveraging scale and building expertise to service Modern Trade and Rural Markets.
Delaying of sales force to improve response times and service levels
Launching the Unicare scheme with upmarket pharmacies and retailers to sale its premium brands.
Launching of several promotional schemes for existing wholesalers and distributors.
![Page 17: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/17.jpg)
Current Strategy
Brand liberating StrategyFocus on 30 power brands and 10
other regionally powerful brandsDirect Marketing Importance on project Shakti for rural
thrustExporting its product for growth
strategy
![Page 18: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/18.jpg)
GM(Home care)
BM(Surf)
RM(West)
ASM (Urban)
TSM
ASM(Rural)
BM(Wheel)
GM (Personal care)
GM(F & B)
New Sales Organizational Structure
![Page 19: HUL Case Study SDM FINAL PPTformat](https://reader035.vdocument.in/reader035/viewer/2022081420/5524774f4a7959da488b4792/html5/thumbnails/19.jpg)
Thank-You