hul’s distribution network as a strategic tool
TRANSCRIPT
HUL’S DISTRIBUTION NETWORK AS A STRATEGIC TOOL TO COUNTER
COMPETITION
GROUP MEMBERSAkshay SisodiyaDeepak PandeyKartik JainManishaNshant SinghSahil RajShubhangSurbhi Goyal
INTRODUCTIONHindustan Unilever limited (HUL) is India’s fastest moving
consumer goods company (FMCG).
Unilever can be considered to have started operations in
India way back in 1888 when “William Hesketh lever”
exported ‘sunlight’ laundry soap to India
Today HUL products are distributed across the country
through a network of about 7000 redistribution stockists
covering about 1 million retail outlets.
CASE FACTSHindustan Unilever limited (HUL) is touching the lives of two
out of three Indians with over 20 distinct categories in home
and personal care products and foods and beverages.
Hindustan Unilever is using distribution as a strategic tool to
win in the current market place
Today HUL’S products are manufactured and distributed
across the country through a network of about 7000
redistribution stockiest covering about one million retail outlet.
MARKETING STRATEGYSuper value
storesProject SHAKTI
LAKME beauty salons
AYUSH therapy treatment centres
Beverage vending
machines
STRENGHTSIndia’s leading FMCG companyStrong distribution channelProject Shakti - creating brand awareness in
rural areas.Strong brand portfolio, price quantity and variety.
WEAKNESSstiff competition with domestic and international
brands.
OPPORTUNITY
Large domestic market-over a billion populations.
Untapped rural market.Changing lifestyle and rise in income level.
THREATSThreat from private labels.Threat from new entrance.
POLITICAL State government has become the partner in
project SHAKTI of HUL.
ECONOMICIncrease in employment through project
SHAKTI.Boom in retailing sector.
SOCIALWomen empowerment through project SHAKTI
with the help of self help groups, which supports them with micro credit facilities.
Setup of Ayush therapy treatment centre to provide personalized health advice and therapy, including positive health and stress relief, consultation for weight reduction and skin and hair care.
TECHNOLOGICALSetup of beverage vending machines.
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