A Study on marketing mix of HUL On HUL Pure It and HUL Soap’s
hul distribution network
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Transcript of hul distribution network
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1group no. 8
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DISTRIBUTION NETWORK
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GROUP MEMBERS• DISHA RAWAT (13)• KAVITA (18)• MANISHA SHAH (19)• SALMAN (21)• RAKESH AGGARWAL (33)
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Contents Vision of HUL History of HUL Product mix Network Rural distribution network• Shakti project• Project streamline• Lifeboy swasthaya chetna Urban distribution network• Lakme beauty salon• HLN• Ayush therapy• Program vijeta
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VISION OF HUL
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Sunlight soap first imported
in India in 1888.
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HUL - “Add vitality to life"
• Formerly Hindustan Lever Limited (renamed in late June 2007)
• India's largest Fast Moving Consumer Goods company
• Combined volumes of about 4 million tonnes and sales of nearly Rs. 13718 crores.
• Over 15,000 employees, including over 1,300 managers
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Product mix
Home & Personal Care Foods Water Purifier
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Hindustan unilever ltd
Personal wash
LaundrySurf Excel, Wheel, Rin
Skin careFair & Lovely, Ponds, Vaseline
Hair careSunsilk and All clear
Oral carePepsodent , Close up
DeodorantsAXE, Rexona
Color cosmeticsLakme
AyurvedicAyush
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NETWORK
• 7,500 distributors serve – 4,000 Redistribution stockists
• 35 C&FAs in the country • 40 manufacturing plants - 2 million square
miles territory• 6.3 million retail outlets • About 250 million rural consumers
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DISTRIBUTION NETWORK FOR GENERAL TRADE
FACTORY
CARRYING AND FORWARDING AGENT
DISTRIBUTER
URBAN AREA RURAL AREA
REDISTRIBUTION
STOCKIST(RS)
REDISTRIBUTER(RD)
STAR SELLE
R
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NEW INNOVATIVE DISTRIBUTION CHANNEL
PROJECT SAKTHI Super
value stores
Lakme beauty salons
Ayush therapy treatme
nt centres
Lifebuoy swasthya
chetna
Program vijeta
Project streamli
ne
HLN
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Project Streamline
• HUL initiated a Streamline initiative in 1997- cater to the needs of the inaccessible market
• Focuses on extending distribution to villages with less than 2000 people
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PROJECT SHAKTI
In 2001,with partnership of self help group of rural women & covers 5000 villages in 52 districts in different states.
SHAKTI targets small villages with the
population of less then 2000.
Providing health & hygiene education through shaktivani program.
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SHAKTI
Now SHAKTI has been extended 80,000 villages in 15 states with 45,000 women entrepreneurs & generating Rs.700-1000 per month to each women.
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Lifebuoy swasthaya chetna Life boy swasthaya chetna (LBSC) is a rural health&
hygiene initiative which was started in 2002. LBSC was initiative in media dark villages in (UP, MP,
Bihar, Orissa) with the objective of spreading awareness about the washing hands with the soup.
Being India's leading personal wash health brand Lifebuoy saw a role for itself in propagating the massage of hygiene & health in village
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Lifebuoy swasthaya chetna
LBSC is multi-phased activity which works towards effecting behavior change amongst the rural population it touches.
It target children as they are the harbingers of change in society and mothers since they are the custodians of health.
The first interaction with students is then replicated with the women and finally the rest of the community.
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Modern Channel Architecture
Self-service store where there is room for shoppers to browse and interact with the products.
Channels Prioritized in 2008-09
Supermarkets
Family GrocerOver the counter store mainly formonthly household shopping.
Kiosk
A tiny over the counter store, easilyaccessible for emergency purchases. It stocks solely low unit packs
Wholesale Route to Market20
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Super Value Stores
• Growth of organized retailing in India , in food and grocery segment.
• Capture 2% of market share.• Many stores in small and big cities are being
converted as SVSs of HUL.• Benefit to HUL is better display of its product
and exclusive promotional offers for its customers.
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Lakme Beauty Salons
• Professionals in salons are trained by lakme academy.
• Offer regular and beauty care related services.• Selling lakme products.• Salons are set up in 71 locations in 28 Indian
cities .
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Ayush therapy treatment centers
• Launched in 2002• Collaborated with Arya Vaidya Pharmacy ,
leading name in ayurveda to set up Ayush Therapy Treatment Centers.
• These centers provide health advice and therapy include stress relief , aches and pain relief ,hair and skin care.
• Provide promotional schemes on Women’s Day.
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Hindustan Lever Network (HLN)
• Independent company owned distribution channel.
• Started in 2003• An individual can be a part of HLN in two ways:As privileged consumers As HLN consultant• Currently, HLN is operating in 15oo towns with
3.5 lakh consultants.
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Program Vijeta
• HUL launched this program in 2002• Aimed at strong network of wholesalers .• Company tied up with Direm Marketing
Services Pvt. Ltd , India’s leading marketing agency
• This program is used as a platform to interact closely with its channel partners and build long lasting relationship.
• http://vijeta-hul.net/membership.php26group no. 8
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Why all these program
To make people aware.To increase consumption.To increase revenue.Improvement in livelihood and standard of
living of rural communities.Corporate social responsibility.
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Keys of Sales & Distribution
• Customers have the tendency to buy products which occupy more shelf space and are placed at “eye” level
THUMB RULEFor Population of 1 lakh
“250 to 300 outlets”
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Initiatives in channel & customer management
New sales organisation in place.Greater focus on activation of modern retailers as they
emerge.Segmented approach to general trade and modern
trade• Improved customer service.• Continuous replenishment operations.• Lower trade stock• Improved stock freshnessInformation Technology for efficiency.
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• HUL had different distributors for its home and personal care division and food division in the same area. Now, all the products would be sold by the same distributor in any one area.
• Also, earlier, products from different divisions used different distributors, even in the same city. Now, products across divisions will be fed to retailers through unified distributors.
• HUL has also tied up with Manpower Consultants to help distributors recruit better sales staff
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Conclusion
• HUL leads distribution foray in India• Has wide distribution network• HUL’s success = Its Distribution
Change is the only thing that remains constant in
HUL distribution
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Suggestions
EXPANSION
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Thank you