H i n d u s t a n U n i l i v e r | [ 2 5 A u g u s t 2 0 0 9 ]
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.