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  • Cornered - But Not Trounced

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    Saurabh Sharma
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    The document discusses fast moving consumer goods (FMCG) and Hindustan Unilever Limited's (HLL) efforts to expand into rural markets in India. It defines FMCG products as those sold quickly and at low costs, though profits are made through high sales volumes. It also outlines HLL as India's largest FMCG company with over $1.5 billion in annual revenue and a large workforce. However, the document notes that rural markets posed challenges for FMCG companies initially including lack of awareness, poverty, distance, and different consumer habits/attitudes. To tackle this, HLL's Project Streamline focused on improving rural distribution networks and increased rural sales penetration from 25% to 37% between 1995-

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    The document discusses fast moving consumer goods (FMCG) and Hindustan Unilever Limited's (HLL) efforts to expand into rural markets in India. It defines FMCG products as those sold quickly and at low costs, though profits are made through high sales volumes. It also outlines HLL as India's largest FMCG company with over $1.5 billion in annual revenue and a large workforce. However, the document notes that rural markets posed challenges for FMCG companies initially including lack of awareness, poverty, distance, and different consumer habits/attitudes. To tackle this, HLL's Project Streamline focused on improving rural distribution networks and increased rural sales penetration from 25% to 37% between 1995-

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    4 views11 pages

    Cornered - But Not Trounced

    Uploaded by

    Saurabh Sharma
    The document discusses fast moving consumer goods (FMCG) and Hindustan Unilever Limited's (HLL) efforts to expand into rural markets in India. It defines FMCG products as those sold quickly and at low costs, though profits are made through high sales volumes. It also outlines HLL as India's largest FMCG company with over $1.5 billion in annual revenue and a large workforce. However, the document notes that rural markets posed challenges for FMCG companies initially including lack of awareness, poverty, distance, and different consumer habits/attitudes. To tackle this, HLL's Project Streamline focused on improving rural distribution networks and increased rural sales penetration from 25% to 37% between 1995-

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 11

    CORNERED BUT NOT TROUNCED

    ABOUT INDUSTRY
    FMCG:
    Products that are sold quickly at relatively low cost. Absolute profit made on FMCG products is relatively small & cumulative profit is large as they are sold in large quantities. FMCG sector is the fourth largest sector in the Indian Economy .

    FMCG Products and Categories:


    Personal care, Oral Care, Hair Care, Skin Care, Personal Wash (soaps).-Cosmetics and toiletries, deodorant perfumes, feminine hygiene, paper products.-synthetic detergents, household cleaners, toilet cleaners, air fresheners, insecticides, furniture polish etc.

    Indias largest F.M.C.G. company with turnover of over Rs.11000 cr. per annum. HLLs brands are present in more than three million retail outlets in India. HLL has 36,000 employees, including about1,350 managers

    RURAL MARKETS Backdrops with rural markets towards FMCG sector1.Lack of awareness2.Economicalypoor3.Out of reach for companies4.Different attitudes and habits of consumers5.Lesser population in each area

    HLLs penetration through rural markets PROJECT STREAMLINE: Focused on rural distribution system, Targeted poorly developed places Appointed sub stockiest Increased from 25% in 95 to 37% in 98

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