Sales organization
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HUL is India's largest FMCG company with the largest market share in soaps, detergents, and home care products. It also has a leading personal products business. HUL has a vast distribution network of over 7,000 redistribution stockists covering one million retail outlets across India. The document discusses sales management in the FMCG industry, the salesforce hierarchy, and designing a rural sales organization to address challenges in rural distribution such as numerous small markets, poor road connectivity, low shop density, and inadequate storage systems.
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HUL sales hierarchy FMCG Organisation structure of Sales
This document summarizes a presentation made by 10 people on Hindustan Unilever Limited (HUL). It discusses HUL's footprint in India since 1930, major brand acquisitions, product segments, sales organization structure, beat plan for territory sales officers, distribution model involving direct and indirect coverage, winning strategies to address issues like urbanization and emerging low-income consumers, current trends at HUL including profit growth and environmental initiatives, and future plans. The FMCG sector in India is the 4th largest, growing at around 12% annually, with HUL being a major player in this important industry.
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HUL distributes its products through a network of around 7,000 redistribution stockists covering over one million retail outlets. It uses a point of purchase method for direct contact with customers through in-store facilitators, sampling, education and experiences. HUL has developed supply chain capabilities for partnering with emerging self-service stores and supermarkets, and its decentralized factories are served by 2,000 suppliers and 7,500 distributors across 2 million square miles.
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This document discusses Hindustan Unilever's segmentation, targeting, and positioning of their soaps and detergents segment. It outlines how they segment soaps based on hygiene, beauty, fragrance, and ayurvedic attributes and how they segment detergents based on value, social image, and emotional connections. It also discusses the product concepts, branding, and packaging of some of their popular soap and detergent brands like Lifebuoy, Lux, Pears, Dove, Hamam, Wheel, Sunlight, and Surf Excel targeted towards different segments.
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This document summarizes a presentation made by 10 people on Hindustan Unilever Limited (HUL). It discusses HUL's footprint in India since 1930, major brand acquisitions, product segments, sales organization structure, beat plan for territory sales officers, distribution model involving direct and indirect coverage, winning strategies to address issues like urbanization and emerging low-income consumers, current trends at HUL including profit growth and environmental initiatives, and future plans. The FMCG sector in India is the 4th largest, growing at around 12% annually, with HUL being a major player in this important industry.
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1) Direct coverage of large villages through van-based routes.
2) Indirect coverage of smaller nearby villages through local distributors.
3) Operation Streamline established sub-distributors called "Star Sellers" to reach more remote areas.
4) Project Shakti engaged women's self-help groups as direct sales agents in small villages (<2,000 people). This network now covers over 500,000 outlets. HUL continues improving its rural distribution through technology, data collection, and targeted initiatives.
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2) Products are packaged in various sizes for different store types from small retailers to modern trade stores.
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- Today, around 70% of India's population lives in rural areas, totaling over 700 million people. Companies are launching new products and adapting marketing strategies to target changing rural lifestyles.
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Project Shakti is an initiative by Hindustan Unilever Limited to market fast-moving consumer goods in rural India through local women entrepreneurs. It aims to provide sustainable livelihoods while also expanding HUL's customer base. Under the program, known as "Shakti", women are trained and employed to sell HUL products door-to-door in their villages. By 2011, the program had 45,000 Shakti entrepreneurs selling to over 3 million rural households across 100,000 villages.
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HUL has expanded its rural distribution network through 4 phases:
1) Direct coverage of large villages through van-based routes.
2) Indirect coverage of smaller nearby villages through local distributors.
3) Operation Streamline established sub-distributors called "Star Sellers" to reach more remote areas.
4) Project Shakti engaged women's self-help groups as direct sales agents in small villages (<2,000 people). This network now covers over 500,000 outlets. HUL continues improving its rural distribution through technology, data collection, and targeted initiatives.
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1) Haldiram uses a multi-tier distribution system with corporate offices, factories, distributors, C&F agents, retailers and customers. Orders flow from retailers to the corporate office to factories.
2) Products are packaged in various sizes for different store types from small retailers to modern trade stores.
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- Rural markets were traditionally non-existent but grew with government development programs from the 1940s-1990s. Companies like HLL entered rural markets in this period.
- Today, around 70% of India's population lives in rural areas, totaling over 700 million people. Companies are launching new products and adapting marketing strategies to target changing rural lifestyles.
- The document discusses features of rural Indian markets like large size but scattered population, agricultural income dependence, and infrastructure challenges for companies. It also profiles characteristics of rural consumers.
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Project Shakti is an initiative by Hindustan Unilever Limited to market fast-moving consumer goods in rural India through local women entrepreneurs. It aims to provide sustainable livelihoods while also expanding HUL's customer base. Under the program, known as "Shakti", women are trained and employed to sell HUL products door-to-door in their villages. By 2011, the program had 45,000 Shakti entrepreneurs selling to over 3 million rural households across 100,000 villages.
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This document discusses Hindustan Unilever Limited (HUL), a leading Fast Moving Consumer Goods (FMCG) company in India. It provides an overview of HUL's history, financial performance, product portfolio, competitors, and marketing strategies. HUL has a variety of soap, personal care and food brands. It utilizes a multi-tier distribution network to reach both urban and rural markets nationwide. The company employs product segmentation, innovative branding, and celebrity endorsements in its promotional activities. While HUL dominates the Indian FMCG sector, it faces growth challenges from rising competition and changing consumer preferences.
Hindustan Unilever Limited
HUL used various initiatives to strengthen its distribution network and compete in the changing Indian market. It launched programs like Super Value Stores, Project Shakti, Lakme beauty salons, and Ayush therapy centers to expand reach. Project Shakti empowered rural women by training them to sell products. HUL also used beverage vending machines and its Hindustan Lever Network for direct selling. Through initiatives like Program Vijeta, HUL built strong relationships with wholesalers and retailers. This comprehensive distribution strategy helped HUL achieve a strong competitive position in India.
Hul’s distribution network as a strategic tool
Hindustan Unilever Limited (HUL) uses its extensive distribution network as a strategic tool to counter competition. HUL's distribution network includes around 7,000 redistribution stockists covering over 1 million retail outlets across India. HUL is India's largest fast-moving consumer goods company and touches the lives of two out of three Indians with over 20 product categories. The company's distribution network gives it a strong presence and competitive advantage in the Indian marketplace.
G1
The document discusses rural marketing strategies of Hindustan Unilever Limited (HUL) in India. It provides an introduction to HUL, which is India's largest fast moving consumer goods company. It then discusses HUL's strategy of treating rural markets as a single organization to achieve greater penetration and sales. Some challenges faced by HUL in rural markets are dispersed markets and lack of infrastructure. HUL uses strategies like distributing products in sachets and creating micro-enterprise opportunities for rural women through its Shakti program.
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This document discusses sales and distribution strategies of Hindustan Unilever Limited (HUL) in India. It provides an overview of the Indian FMCG market and HUL as a company. It then describes HUL's sales hierarchy and various distribution networks used, including through redistribution stockists, Project Shakti for rural markets, Project Steamlined for small villages, and the RS Initiative using an Internet-based system. New distribution channels like Sangam Direct are also summarized, which uses a just-in-time model. The document concludes that HUL leads the distribution foray in India through its wide network and recommends specialty stores housing all HUL products as a new distribution channel.
Hul
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a strong brand portfolio and distribution networks across India. HUL faces competition from other companies in its various product categories like soaps, hair care, oral care, and laundry care. However, through strategic initiatives like Project Shakti and investments in rural markets, HUL maintains market leadership in India.
Hul 091117052740-phpapp01
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a strong brand portfolio and distribution networks across India. HUL faces competition from other companies in various product categories like soaps, hair care, oral care, and laundry care. However, through innovative strategies like brand extensions, line extensions, and targeting both urban and rural markets, HUL has maintained leadership positions in most categories.
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The document discusses the evolution and current state of retailing in India. It notes that retailing in India is highly unorganized, fragmented, and has a rural bias. Most stores are small, family-owned shops. However, organized retailing is growing, with the emergence of various formats like malls, department stores, and specialty stores. Retailers are also experimenting with new formats. While retailing is advancing, India still lacks large, organized retailers on the scale of Western countries. The industry remains at a nascent stage of development.
HUL & Pepsico
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with leadership in home and personal care products and foods and beverages. HUL's brands touch the lives of two out of three Indians. HUL is committed to "adding strength to life" with 35 power brands that meet daily needs for nutrition, hygiene, and personal care. HUL has a wide distribution network of over 7,000 redistribution stockists covering about one million retail outlets. HUL tailors its distribution strategy to effectively serve both urban and rural markets across India.
Hul - HINDUSTAN UNILIVER
this presentation contains information about HUL and HLN,
clear information about HLL and who all companies having direct network
HUL Marketing Strategy
Hindustan Unilever Limited (HUL) is an Indian subsidiary of Unilever and is India's largest fast-moving consumer goods company. HUL produces and markets foods, beverages, cleaning agents and personal care products. It has a wide product portfolio across categories like food and drinks, home care, personal care, and water purifiers. HUL faces competition from companies like Procter & Gamble, Johnson & Johnson, ITC, Dabur, Nestle and Asian Paints. It segments the market geographically, demographically, based on psychographics and behavior to target different consumer groups. HUL's brands are positioned differently based on price point and targeted consumer segment.
History Of Google
The document discusses opportunities, challenges, and innovations for marketing fast-moving consumer goods (FMCG) in rural markets in India. It notes that rural markets are growing twice as fast as urban markets and represent a significant opportunity for FMCG companies. However, rural consumers have different habits and awareness levels than urban consumers. The document then provides details on the hair care industry in India, including key product categories, consumer behaviors, market sizes, and penetration levels in rural versus urban areas.
Hindustan Unilever Limited Marketing and Promotional Mix by Haresh Chaudhary
Lux soap is HUL's top selling brand, accounting for over 50% of the Indian soap market. It uses celebrities like Aishwarya Rai and Shahrukh Khan in its advertising and has had numerous promotional offers. Lux has a wide distribution network of over 1.3 million outlets across India and 71 manufacturing plants globally, ensuring widespread availability. Through various communication strategies including advertising, public relations, and celebrity endorsements, Lux maintains its image as a premium beauty soap.
tea marketing in INDIA
Hindustan Unilever Limited (HUL) is an Indian consumer goods company that produces foods, beverages, cleaning agents, and personal care products. To gain business in the tea market, HUL studied tea consumption patterns and segmented customers into low, middle, and high classes. It positioned brands like A1 and Tiger for the low class with strong flavors and vitamins, Red Label and Taaza for relaxation for the middle class, and Taj Mahal for the high class promoted by celebrities. HUL also created a good life club to incentivize tea stall vendors to use its daily supply of tea delivered by 800-1000 people on cycles ranging from 500g to 5kg packs, helping HUL sell 15,
Rural marketing of cosmetics
The document discusses rural marketing strategies for cosmetics companies in India. It provides an overview of the rural marketing environment and strategies used, including the 4A approach of availability, affordability, acceptability and awareness. Specific strategies used by companies like Godrej Consumer Products and Hindustan Unilever for brands like Godrej No. 1 soap and Lifebuoy soap in rural Indian markets are summarized, including distribution networks, promotional activities, and targeting of consumer needs and preferences.
Competition & pricing in food retailing
The document discusses competition and pricing in the Indian food retailing industry. It provides background on the emergence of modern retail formats in India and the classification of different retail store types. It then focuses on food retailing, describing some of the major players in the industry like Reliance Fresh, Subhiksha, Food Bazaar, and More Retail. It also discusses opportunities for new food retail formats and the factors influencing the business environment for different formats.
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Sales organization
- 2. Introduction Largest FMCG company in India. It has the largest market in soaps, detergents and home care products. Leading personal products business of shampoos, skincare products, cosmetics, deodorants etc. The distribution network of HUL is its biggest strength which is stretched across the country and comprises of over 7000 redistribution stockists covering one million retail outlets.
- 5. Q. What kind of sales organization should HLL design for the current market?
- 6. Q. What kind of sales organization should HLL design to cover the rural market of India? Challenges in rural distribution- • Large number of small markets • Poor road connectivity • Poor availability of suitable dealers • Low density of shops • Poor storage system Organization Structure
- 7. Learnings Different structures of a sales organization on International, National, Urban and Rural level. Hierarchy of the Sales force organization. Sales force design according to current market structure. Sales organization structure in rural market.