Hll
Transcript of Hll
© 2006 name of company. All rights reserved.
INTRODUCTION
HLL – India’s leading FMCG company.
Products -- Home & personal care, soaps & detergents,
industrial & agricultural products, foods & beverages.
Recognized by the Govt .of India- “golden super star trading
house”.
Corporate objective – “to meet the everyday needs of people
everywhere.”
PRODUCT MIX
HLL
Personal wash
Lux, Lifebuoy, Dove, Pears,
Rexona,Breeze
LaundrySurf Excel, Wheel, Rin
Skin careFair & Lovely,
Ponds, Vaseline
Hair CareSunsilk & All
Clear
Oral CarePepsodent, Close Up
Deodorants Axe, Rexona
Color Cosmetics
Lakme
Ayurvedic Ayush
In the 20th century , HLL followed a traditional distribution
system.
In 1999, it took technology initiatives through RSNET.
Sales division was able to view day to day operations of
the supply chain.
Project Leap: aims to improve distributor responsiveness
and optimizing inventory levels.
Aviance– a direct marketing channel.
Responsible for selling personal care products through
beauticians.
Modified Distribution
Distribution Network of HLL
Factory
C & F Agent
Distributor
Urban Areas Rural Areas
Redistributor
Stockist(RS)
Redistributor
(RD)
Star
Seller
3-point strategy
• Connect- Supply Chain Management system connected
the various distributors and stockists through an extranet.
• Attract- Attract customers by offering them various
products and facilities at the click of a mouse.
• Transact- Conducted actual business through its
extensive distribution set up.
Project “Sangam”
• A non-store home delivery retail business – was
conceptualized (2001) and test marketed by HLL in
Mumbai.
• “Sangam” operates a dedicated call centre with trained
personnel in Mumbai. The centre after procuring orders from
customers passes them on for execution to a network of re-
distribution agents.
• This model, which does not call for owning a physical
warehousing or selling facility, offers the twin benefits of
convenience and value to its customers. HLL, after
understanding and analyzing consumer response, wanted to
take the idea across the country.
Project “Shakti”
• Rural India is spread across 627,000 villages and possesses a
serious distribution challenge for FMCG Cos.
• HLL has come up with a unique and successful initiative
wherein the women from the rural sector market HLL
products, and hence, are able to reach the same wavelength
as of the common man in village.
• Apart from product reach, the initiative also creates brand
awareness among the rural people.
Project “Streamline”
• HLL initiated a streamline initiative in 1997 to cater the
needs of the inaccessible market.
• Focuses on extending distribution to villages with less
than 2000 people.
RS “Initiative”
• Launched in 2001.
• Connecting Redistribution Stockists (RSs) through an
internet based system.
• Account for about 80% of the company’s turn over.
• RS Net is one of the largest B2B e‐commerce initiatives
ever undertaken in India.
• The IT‐powered system has been implemented to supply
stocks to redistribution stockists on a continuous
replenishment basis.
Go to Market
• 74 cities and towns across India by the end of 2010.
• Tie up with Pepsi foods to jointly market beverages
and soft drinks through vending machines.
• Cost cutting and restructuring initiative.