SALES AND DISTRIBUTION ASSIGNMENT

A Report on Hindustan Unilever Limited

Name: - Siddharth Awasarmol

Roll no: - 63

Third year BMS, Marketing, 2021-2022

Hindustan Unilever Limited

Hindustan Unilever Limited is an Indian consumer goods company with its headquarter based

in Mumbai, India. It is a subsidiary of Unilever, a British company. Its products include
foods, beverages, cleaning agents, personal care products, water purifiers and other fast-
moving consumer goods.
Hindustan Unilever Ltd was incorporated on 17 October 1933 as Lever Brothers India Ltd.

As of 2019 Hindustan Unilever's portfolio had 35 product brands in 20 categories.

The Hindustan Unilever Research Centre (HURC) was set up in 1966 in Mumbai, and
Unilever Research India in Bangalore in 1997. In 2006, the company's research facilities
were brought together at a single site in Bangalore.

HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoos amongst others with over 700 million
Indian consumers using its products. 
HUL works to create a better future every day and helps people feel good, look good and get
more out of life with brands and services that are good for them and good for others.

Forbes rates HUL as the most innovative company in India and #8 globally. Aon Hewitt
recognises HUL as one of the best companies to work for and it continues to be the
‘Employer of Choice’ in the industry for past 12 years.

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 outlets reaching the entire urban
population, and about 250 million rural consumers.
 Hindustan Unilever

Organisational Structure

Unilever has a product type divisional organizational structure. The organization is divided

into components based on their product focus.

The following are the main characteristics of Unilever’s organizational structure:

 Product type divisions
 Corporate executive teams
 Geographic divisions

1. Product Type Divisions,

A product type division functions as a unit that enables Unilever to manage the
development, manufacturing, distribution and sale of its consumer goods.
An advantage of this structural characteristic is its facilitation of the company’s
efforts to apply product differentiation, which is the Company’s strategy for
competitive advantage.
Unilever maintains the following product type divisions in its organizational structure:

 Personal Care
 Foods
 Home Care
 Refreshment
 2. Corporate Executive Teams,
This structural feature is based on business functions. For example, Unilever has a
team for finance and another team for marketing communications. These teams make
up the Unilever Leadership Executive (ULE) group. The following are the corporate
executive teams in Unilever’s organizational structure:

 Chief Executive
 Human Resources
 Research & Development
 Supply Chain
 Refreshment
 Personal Care
 North America
 Home Care
 Finance
 Legal
 Foods
 Marketing & Communications
 Europe

3. Geographic Divisions,
The company uses this structural characteristic to support regional strategies. For
example, Unilever’s marketing strategies for Europe are different from strategies
applied for Asian consumer goods markets.
The following geographic divisions are maintained in Unilever’s organizational
structure:

 Asia/AMET/RUB (Africa, Middle East, Turkey; Russia, Ukraine, Belarus)

 The Americas
 Europe

The advantages of HUL’s organizational structure are as follows,

 It provides support to the product development and innovation. 

 It enables Unilever to differentiate its products despite the large size of its global
operations.

The disadvantages are as follows,

 Its minimal support for regional strategic implementation. Even though geographic
divisions are one of its structural features, the company focuses more on product type
divisions. As a result, there is limited support for market-specific or regional strategic
reforms.
 Hindustan Unilever Product Range

Food
 Annapurna salt and Atta (formerly known as Kissan Annapurna)
 Bru coffee
 Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
 Kissan squashes, ketchup, juices, and jams
 Lipton ice tea
 Knorr soups & meal makers and soupy noodles
 Kwality Wall’s frozen dessert
 Magnum (ice cream)
 Horlicks (Health Drink)
Home care
 Active Wheel detergent
 Cif Cream Cleaner
 Comfort fabric softeners
 Domex disinfectant/toilet cleaner
 Rin detergents and bleach
 Sunlight detergent and colour care
 Surf Excel detergent and gentle wash
 Vim dishwash
 Magic – Water Saver
Personal care
 Aviance Beauty Solutions
 Axe deodorant and after shaving lotion and soap
 Lever Ayush Therapy ayurvedic health care and personal care products
 International breeze
 Brylcreem hair cream and hair gel
 Clear anti-dandruff hair products
 Clinic Plus shampoo and oil
 Close Up toothpaste
 Dove skin cleansing & hair care range: bar, lotions, creams, and antiperspirant
deodorants
 Denim shaving products
 Glow and Lovely, skin lightening cream
 Hamam
 Indulekha ayurvedic hair oil
 Lakmé beauty products and salons
 Lifebuoy soaps and handwash range
 Liril 2000 soap
 Lux soap, body wash, and deodorant
 Pears soap, body wash
 Pepsodent toothpaste
 Pond’s talcs and creams
 Rexona
 Sunsilk shampoo
 Sure antiperspirant
 Vaseline petroleum jelly, skincare lotions
 TRESemme
 TIGI
 Hindustan Unilever Distribution System

HUL's products are distributed through a network of 4,000 redistribution stockists, covering
6.3 million retail outlets reaching the entire urban population, and about 250 million rural
consumers.

Hindustan Unilever provides tailor made services to each of its channelpartners. It
has developed customer management and supply chain capabilities for
partnering emerging self‐service stores and supermarkets. 

Around 2,000 suppliers and associates serve HUL’s 40 manufacturing plants which are

decentralized across 2 million square miles of territory.

Distribution at the Villages

The company has brought all markets with populations of below 50,000 under one rural sales
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 million
consumers, through 6000 sub‐stockists.

Distribution at the Urban centres

Distribution of goods from the manufacturing site to Clearing & Forwarding agents take
place through either the trucks or rail roads depending on the time factor for delivery and cost
of transportation.
Generally the manufacturing site is located such that it covers a bigger geographical segment
of India.

From the Clearing & Forwarding agents, the goods are transported by means of trucks and
the products finally reach the final destination based on the local popular and cheap mode of
transport.

Thank you