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Hindustan Uniliver

Hindustan Uniliver

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Published by Hiten Gupta
A small Zeist of HUL current status, there rural and distribution strategies
A small Zeist of HUL current status, there rural and distribution strategies

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Published by: Hiten Gupta on Aug 28, 2009
Copyright:Attribution Non-commercial

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11/05/2012

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SUBMITTED BY
Abhishek Kumar 50802001Akshay Bhardwaj 50802003Divyam Kapuria 50802016Hiten Gupta 50802026 Jitendra Parihar 50802033
Hindustan Uniliver
S
TRATEGIES
 
 
 
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H
INDUSTAN
U
NILIVER 
 
Strategies
MISSION-
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.
 
PRESENT STATUS:
-
 
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goodscompany, touching the lives of two out of three Indians with over 20 distinct categories inHome & Personal Care Products and Foods & Beverages.-
 
They endow the company with a scale of combined volumes of about 4 million tonnesand sales of nearly Rs.13718 crores.-
 
HUL is also one of the country's largest exporters; it has been recognised as a GoldenSuper Star Trading House by the Government of India.The mission that inspires HUL's over 15,000 employees, including over 1,300 managers,is to "add vitality to life."-
 
The Mission that HUL shares with its parent company, Unilever, which holds 52.10% of the equity. The rest of the shareholding is distributed among 360,675 individualshareholders and financial institutions.-
 
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,Kwality Wall's
 – 
are household names across the country and span many categories -soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured over 37 factories across India.-
 
The operations involve over 2,000 suppliers and associates. HUL's distribution network,comprising about 2,500 redistribution stockists, covering 6.3 million retail outletsreaching the entire urban population, and about 250 million rural consumers.
 
 
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Distribution Strategy of HUL
-
 
HUL's products, are distributed through a network of about 7,000 redistribution stockistscovering about one million retail outlets.-
 
The general trade comprises grocery stores, chemists, wholesale, kiosks and generalstores.-
 
Hindustan Unilever provide tailor made services to each of its channel partners.-
 
HUL is using the point of purchase method for much higher level of direct contact,through in-store facilitators, sampling, education and experience.-
 
It has developed customer management and supply chain capabilities for partneringemerging self-service stores and supermarkets.-
 
2,000 suppliers and
7,500 distributors serve HLL’s 100 factories which
are decentralizedacross 2 million square miles of territory
Distribution at the Villages
-
 
The company has brought all markets with populations of below 50,000 under one ruralsales organisation.-
 
The team comprises an exclusive sales force and exclusive redistribution stockists.-
 
The team focuses on building superior availability of products.-
 
In rural India, the network directly covers about 50,000 villages, reaching 250 millionconsumers, through 6000 sub-stockists.
Distribution at the Supermarkets
-
 
HUL has set up a full-scale sales organisation, for this channel to serve modern retailingoutlets.-
 
Product tests and in-store sampling is provided to consumers.
Harnessing Information Technology
-
 
An IT-powered system has been implemented to supply stocks to redistribution stockists.-
 
The objective is to make the product available at the right place and right time in the mostcost effective manner.-
 
For his, stockists have been connected through an Internet-based network, called RS Net,for online interaction.-
 
RS Net is part of Project Leap, HUL's end-to-end supply chain.

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