2. An IntroductionUnited Distributors Nepal (P) Ltd. often
abbreviated as UDN is a well known pioneer in
importing,distributing & promoting international trade in the
country. The company was established in early2000 and has been
dealing with Top Global Companies such as Procter & Gamble
(P&G),GlaxoSmithKline Consumer Healthcare Ltd. (GSK), Mars,
Ferrero, Orion etc. The various brands ofall these companies are
distributed and supplied all across Nepal through a
comprehensivenetwork of branches,distributors and dealers so as to
reach every possible consumer segment.UDN has been there
successfully in this business for a long time now. It directly
employs about300 people and also has many indirect employees. Its
gross annual Turnover is about $35 million.The company has been
awarded as the Best Tax Payer, 2010-11 by the Prime Minister and it
is amajor contributor to the exchequer.
3. The brands we distributeProcter & Gamble (P&G)The
company has been associated with worlds leading FMCG P&G since
its establishment.UDN is the sole distributor of its entire brands
all over Nepal. We distribute the followingbrands of P&G :-
Category Brand Name/s Hair Care Pantene, H&S, Rejoice Skin Care
Olay, Camay Fabric Care Ariel, Tide Oral Care Oral B Batteries
Duracell Snacks Pringles Mens Personal Care Gillette Feminine Care
Whisper Baby Care Pampers Health Care VicksGlaxoSmithKline Consumer
Healthcare Ltd. (GSK)The company has been associated with GSK since
year 2010-11. UDN is the major distributorfor most of the brands of
GSK in Nepal. We distribute the following brands of GSK:- Category
Brand Name/s Horlicks, Junior Horlicks, Women Horlicks, Nutritional
Horlicks Lite, Horlicks Biscuits, Viva, Boost OTC Eno
4. The brands we distributeMarsThe company has been associated
with Mars since 2006. UDN is the sole distributor for most of
thebrands in the country. We distribute the following brands of
Mars. Category Brand Name/s Chocolates Mars, Snickers, Galaxy,
Twix, Milky Way Pet Care PedigreeOrionThe company has been
associated with Orion since 2012 UDN is the sole distributor of
OrionChoco Pie all over Nepal.FerreroThe company has been
associated with Ferrero since 2010 UDN is the sole distributor of
FerreroChocolates all over Nepal.
5. The Promotional ActivitiesUDN also works closely with the
parent companies like P&G and Mars in designing
localizedpromotional activities to ensure the growth of the brand
reflecting a positive return in the sales.Localized Marketing &
Sales Initiatives of UDNUnited Distributors Nepal with its
unparalleled Marketing team & Sales force has been able
tojustify the excellence of the brands. UDN is effectively
promoting the brands in local market inalignment with the companys
policies and target group.Few of the promotional activities
undertaken by UDN are as follows:9.Pantene Pro V Launch of the
Campaign 14 days Challenge In March 2011, The Pantene 14 days
Challenge campaign was launched in the Nepalimarket. It boosted the
products claim of reducing split ends by 10 times within 14 days.
Manyprint ads were released in selected dailies and magazines. The
campaign was complemented byextensive outdoor branding which
included branding the most happening place in the countryscapital
City Centre, the mall with the highest footfall. Apart from this
many other Modern Retailoutlets were also branded which proved to
be highly beneficial to the Products Brand Visibility.
6. Outdoor SupportPantene Pro V Mall Branding at City
CentreCity Centre, located at the heart of the city, isconsidered
as the mall with the highest number ofwalk ins. Apart from its
number of footfall, thereason to prefer City Centre is the kind of
TG thebrand intends.This exclusive branding for Pantene became
theTalk of the Town.
7. Head & Shoulders Launch of the campaign Removes dandruff
from first wash. The campaign Removes dandruff from first wash was
widely advertised through huge Bill boards at 8 prime locations.
Along with this, there were also Shop Frontage brandings at the
Points of purchase to further boost the brand visibility and
strengthen the products claim in the consumers mind. Keeping the
essentially urban TG in mind, all of these advertisements were done
in and around Kathmandu.
8. 3. Pampers Activation : Launching the New PackagingThe baby
care brand of Pampers was given a new look to boost its Sales
output and market share.To promote the new pack Pampers Swing
Activation were done at strategically selected ModernRetail
outlets. It included interactive elements like swings to make the
baby feel at home. Baby stepstickers were stuck on the floor of the
outlet, leading to the primary shelf of Pampers. All theprimary
shelves in major outlets were branded with the new look of Pampers.
Various POS materiallike posters, danglers, streamers, wobblers and
informative booklets were printed and distributedacross Nepal.
9. 4. Gillette Activation : Introducing new price of MACH 3The
Mach 3 brand of Gillette was given a new look and its new reduced
price was heavilyadvertised through an unique activation and
various POP materials like posters, streamers anddanglers. The
branding materials communicated the newly reduced price of Mach 3
razors andtried to change the consumer perception of the brand as
it was quite expensive earlier. Theactivation involved directly
experiencing the Gillette Shave as the consumer sat down to
acomfortable shave while an attendant shaved him with Gillette
products. This activation took placein 6 places which received
higher footfalls of the brand respective Target Audience.
10. 5. PROJECT Nepal 1000A grand project to do the frontage
branding covering 1000 retail outlets with P&Gs major brands
Pantene, Head & Shoulders, Olay and Whisper. It was started in
December, 2011 and was anoverwhelming success by proving its worth
in boosting Brand Visibility for P&G. It was done intowns like
Kathmandu, Patan, Bhaktapur, Banepa, Kirtipur, Dharan, Biratnagar,
Itahari, Pokharaand Narayanghat.
11. 6. Branding at the Modern TradeModern Trade Outlets are
booming all over the country. By contractually renting the
mostprominent shelves of the major Departmental stores and shopping
marts, we are placing ourproducts in such a way that we always have
an advantage over our competitive brands and alwayskeep our brands
easily viable and visible to the end customer.
12. 7. Product Sampling of Galaxy ChocolatesThe taste of a
quality chocolate is something which cannot be communicated in
words. Likewise,UDN launched the Galaxy Brand of chocolates with
sampling activities at spots which receivedhigher footfall of the
fairer sex. Specially targeted towards women of the age 30 and
above thisbrand of chocolates promised to be as smooth as silk and
give one a melt in your mouthexperience. The claims were proven and
the brands success story started.