Group-7

Rahul Kumar      (291041)

Rajat Maitraya   (291042)
Raunak Kishore (291043)
Rishabh Kumar  (291044)
Runjhun Jain      (291045)
Saaransh Gupta (291046)
Hindustan Unilever Limited is the largest consumer goods company in India,
established in 1933 and is based out of Mumbai. The company known for its
presence across almost all categories of consumer products, has a variety of
products in each of the categories targeted at almost all the customer segments

Some of the famous brands of HUL are Dove, Lux, Lifebuoy, Pears, Hamam, Lyril,
Rexona, Surf Excel, Wheel, Comfort, Clinic Plus, Sunsilk, Fair & Lovely etc.

It has been in existence in India for more than 80 years

Net sales of INR 33,895 crores (FY 2016-17)

 India’s Largest FMCG
Company

5 Largest ₹450 Bn
130+ years
th
Top 15 Turnover
Indian company
of proud history in India Foods & HPC company
by market capitalisation of
Globally 9% CAGR
₹6.5 Tn In last decade

9 out of 10 Brands in

Households use one or more of

8 Mn
our brands stores

#1 Employer >1.3 Tn
25%
of choice #1 Advertiser litres
Operating margin

+1000 Bps
For 12 years in a row With deepest reach Water conservation
potential created
Across industries
Sensitivity: Internal
 Distribution
structure 
Manufacturing
Agent

C & F Agent

Redistributors

Wholesalers

Urban
Rural Retailers Retailers
Consumer
s
Issues faced by Distributors
of the Company
• Cutback on distributor credit due to pandemic.
• Reduced number of purchase orders by retailers
due to low credit stock availability.
• Reduced margins due to high number of
distributors hence increasing conflict with
management.
• The slow pace of technology adoption by
distributors and retailers ,hence unable to
connect them to" HumaraShop.com".
• Lack of awareness among retailers regarding
"Wholesaler Loyalty Program".
 Motivation Factors
for Distributors
• Increasing margins for distributors
depending upon sales target met.
• Comprehensive incentive and reward
program providing cash prize ,discount
coupons and international tour packages.
• Having specialized team to educate
distributors to become part of digital
transformation .
• Effective communication channel to hear
the needs and grievances of the
distributors.
 Extensive Distribution and Agile Supply
Chain

8 Mn
Stores sell
Grocery Chemist / Beauty Shakti
Stores Channel
our products

>10%
Modern Trade
eCommerce D e m a nd captured
(Pureplay + B2B+ Direct to
Consumer digitally
Omni )

30%
Flexible capacity
29 Owned Factories | 1150+ M a terial Suppliers
40+ Manufacturing 26 Distribution
Partners
~₹300 bn Procurement Centres*
spends
 Connected
Customers

Demand Generation Demand Capture Demand Fulfilment

eComm, Shikhar D a ta & Last

Digi Payment Analytics mile
USHOP eB2B
ordering Delivery

Doub lin g Business Digitization of Partnering for Op t i mization o n Certified Next

Contribution Genera l Working Ca p ita l operations Day Delivery
Tra d e
 Digital Distribution Channels

Digitising Genera l Design for New rout es t o

Tra de Chan nel consumers

9
Recommendations
(Distribution)
Increasing focus on supply
chain management

Increase focus on retailer

awareness & education

Make more effort to popularise

apps like Hamarashop and
Shikhar

Partner with banks to enable

credit access to retails and
dealers
 Sales force structure 
National Sales
Manager

Regional Sales Regional Sales Regional Sales Regional Sales

Manager (East) Manager (West) Manager (North) Manager (South)

Regional sales Regional sales Regional sales

Regional sales
Manager (food Manager (Beauty Manager (Home
Manager (Others)
and Refreshment) and Personal care) care)

Area sales Area sales

Area sales Area sales
Manager Manager
Manager (Delhi) Manager (Jaipur)
(Lucknow) (Ahmedabad)

Field sales
Manager

Activation
Sales Executive
Executive

Territory sales Territory
officer activation officer
 Intelligent Sales
Operation

Digit al Paym ent

DMS on Cloud
Live Dashboards

HUL W a rehouse Distributor Store Shopper

Scientific AI led norms

Demand Fulfilment My Kira na

Live truck tracking Dynamic Routing,
Ro b ot ized Live Van Tracking
Picking

Demand Ca p t u re

Shikhar App Sales

Rep

Shikhar smart basket a n d Live Tracking, Route Optimizer, Geo 163

Sensitivity: Internal Persona lized recom m end a t ions fencing, AI & ML for assortment
 Sales Transformation

2020-21
2010-11
F&R
19% F&R 29%

40% BP
₹19K 51% BP ₹45 C
Sale C
30%
s
K
HC
Sales
31%
HC

Covering white spaces through Mergers &

Acquisitions
FY1 FY2
7 FY19 FY21 1

Yr 1 Sales: ₹ 0.8 Yr 1 Sales: ₹ 0.3 Yr 1 Sales: ₹ 47.5 Yr 1 Sales: ₹ 0.5

Issues Faced by Sales Professionals

Logistics Issue Customer

Diverse  Training of
during the Relationship
Product Line the Sales Team
lockdown Management

 After Sales Duplication of Workflow

Assistance efforts Efficiency
Recommendations
(Sales Force)
Optimizing return on
sales investments

Inculcation of automation and

AI in hierarchy of operations

Align sales channel with

multichannel/omnichannel
strategies

Provide effective training

including a mix of on-the-job
and classroom sessions
Thank You