Hll case study

5,806 views

Published on

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,806
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
283
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Hll case study

  1. 1. CASE STUDY Designing A Sales Organization For Hindustan Lever Limited Presented By: Group 10
  2. 2. Content  Introduction  Industry Overview  Competitor’s Analysis  Business Challenges  Strategies Implemented  SWOT Analysis
  3. 3. Introduction  HLL is the Indian subsidiary company of Unilever  It caters to 20 different customer categories  Combined sales volume 4 million tonnes/year  Sales revenue of Rs10000 Cr/year  Huge manpower of 32400  One of the largest exporters of the country
  4. 4. Industry Overview Entry of NIRMA 19801960 1970 1990 Entry of P&G Dominance of HLL 2000
  5. 5. Industry Overview  Pre Wash  Concentrate or ordinary powder form  Bars or cakes  Liquids  Post Wash  Fabric whitener/blue  Bleach  Starch  Fabric softener Two types of product categories (based on time of use)
  6. 6. Industry Overview 2% 14% 84% Price segmentation of detergents Premium Popular Economy
  7. 7. Competitor’s Analysis  Premium category  High price segment  Targeting the upper-middle & upper class  Marketed as premium product for housewives
  8. 8. Competitor’s Analysis  Economy category  Mid price segment  To answer Ariel supersoaker
  9. 9. Competitor’s Analysis  Popular segment  Lower price segment  Launch to counter Nirma  Targeted at mass market, lower- middle and middle class
  10. 10. Business Challenges  Threat from new entrants like Nirma and P&G  Rural penetration  Establishing efficient supply model  Building better distribution channels  Catering to the changing needs of the target customers  Managing the wide portfolio
  11. 11. Strategies Implemented  Given importance to product innovation and process innovation  Modified business model to target rural customers  Implementation of IT enabled system for managing supply and distribution  Innovative methods like Indirect coverage, operation harvest, cinema van operations used
  12. 12. Strategies Implemented  Path breaking ideas like Project Streamline and Project Shakti were implemented
  13. 13. Strategies Implemented  Proper training were given to the employee, thus ensuring skilled workforce  Most important was the brand liberating strategy, which enabled them to focus more on revenue generating brands
  14. 14. SWOT  Strengths ◦ Formidable distribution network-3400 distributors and 16 million outlets ◦ Presence in all the price segment  Weakness ◦ Wide portfolio making it difficult to give proper attention to brands
  15. 15. SWOT  Opportunities ◦ Rural market not tapped to its full potential ◦ Price sensitive market is drifting towards more of a quality centric market  Threats ◦ Highly cluttered market ◦ Increasing competition from the small players
  16. 16. THANK YOU …

×