Description
Presentation explaining the Distribution network and channels of various brands of toothpaste in India.
Distribution Network Of Toothpaste
Company Overview - HUL
Hindustan Unilever Limited „HUL?, formerly Hindustan Lever Limited (renamed in late June 2007 as HUL)
Country?s largest Fast Moving Consumer Goods company, one of the largest exporters in India
20 distinct categories in Home & Personal Care Products and Foods & Beverages
Annual turnover - Rs.17,523 crores
Product Portfolio - Oral Care
?
?
?
India toothpaste market - estimated at Rs 3,000 crore Pepsodent and Close Up together accounted for 22% share in 2009-10 Major Competitors – Colgate, Meswak, Dabur red, Anchor
Product Portfolio - Pepsodent
?
?
?
Launched in 1993, first toothpaste with a unique anti-bacterial agent Campaign aims at educating customers on the need for germ protection Varieties
1. ? 2. ? 3. ? 4. ? 5. ? 6.
?
Pepsodent G Pepsodent 2 in 1 Pepsodent Complete 10 Pepsodent Regular Pepsodent Whitening Pepsodent Center Fresh
Product Portfolio - Close Up
?
?
?
Launched in 1975, first gel toothpaste Targeting youth Varieties
? Red
gel Vitamin fluoride system ? Close Up Lemon Mint Toothpaste ? Milk Calcium nutrient
Distribution Channel
?
?
?
HUL's products distributed through a network of about 7,000 redistribution stockists covering about one million retail outlets The general trade comprises grocery stores, chemists, wholesale, kiosks and general stores 2,000 suppliers and 7,000 distributors serve HUL?s 100 factories
Distribution Channel
4.76%
10%
HUL Factory
CNF
STOCKI ST
RETAILE R
Each stockist has more than 2000 retailers
Wadala
5 Stockists in Mumbai region
Distribution Channel
4.76%
10%
HUL Factory
CNF
STOCKI ST
1.5%
RETAILE R
Wholesal er
Order Flows
HUL
Orders in cycle
CNF
Orders sent through UNIFY ME takes order from Retailer through PDA
Stockis t
Retailer
Product Flows
Sufficient stocks due to high shelf life Daily Shipment
HUL
Orders in cycle
CNF
Orders Delivered in 2 days Stockis t
Orders sent through UNIFY ME takes order from Retailer through PDA
Retailer
Highlights
• Economies Of Scope • Holds minimum stock • Same distributor for all products except ice-cream
STOCKIST
• For Damaged/Expired goods: • Credit Note issued • Distributor destroys goods on inspection
RETAILER
Distributor – “Thakkar Leeladhar”
• Covers Bandra to Jogeshwari • Service to HUL for 17 years • Provides 7 day credit to Retailers
• Third party Merchandising
• Margin of 4.76% includes: • Cash discount • Unloading expenses from depot
• Distribution expenses to retailers
• Incentive schemes/Other Incidentals • UNIFY software system updates any information/ incentive schemes / sales figures
Storage @ Stockist
?
? ?
?
?
Product are divided in different categories as per weight Each category has a particular warehouse Toothpaste with toothbrush, Ponds powder and Ponds cream Both Pepsodent and Close-up in same warehouse Each warehouse is operationally independent of the other
Transportation to Retailers
?
?
?
Each warehouse has a separate delivery van All product for a retailer are put in a carton Sent to the retailer by the delivery van of that warehouse
Sales Force
Stockist
•Stockist employee (60-70) •All HR activities are stockist issues •Basic + compensation •Incentive plans
Market Executive
• Rs 30000+ is a Key account •10-12 Key account/day •25-30 Non Key accounts/day
Key Customer
Non Key Customer
Colgate
Oral Care • Toothpastes • Toothpowder / Toothbrush • Whitening / Mouthwash Personal Care • Body Wash • Liquid Hand Wash / Shave Preps • Skin Care / Hair Care Household care • Surface Care
From the Dentist • Gingivitis Treatment • Sensitivity Treatment / Tooth Whitening • Fluoride Therapy / Specialty Cleaning
C-P?S GO-TO-MARKET – Col Pal Distribution NetworkSTRATEGY
COLGATE FACTORY
C-P SALES
STOCKIST
SALES TO TRADE
TRADE
OFFTAKES
SHOPPERS
Col-Pal?S GO-TO-MARKET STRATEGY
COLGATE FACTORY
CARRYING & FORWARDING AGENT
CASH & CARRY
STOCKIST
SALESMAN
GENERAL STORES
KIRANA STORES
WHOLESELLER
MEDICAL STORES
MINI / HYPER MARKETS
2ND LEVEL ICREs
SHOPPERS
Thank You
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doc_854838117.pptx
Presentation explaining the Distribution network and channels of various brands of toothpaste in India.
Distribution Network Of Toothpaste
Company Overview - HUL
Hindustan Unilever Limited „HUL?, formerly Hindustan Lever Limited (renamed in late June 2007 as HUL)
Country?s largest Fast Moving Consumer Goods company, one of the largest exporters in India
20 distinct categories in Home & Personal Care Products and Foods & Beverages
Annual turnover - Rs.17,523 crores
Product Portfolio - Oral Care
?
?
?
India toothpaste market - estimated at Rs 3,000 crore Pepsodent and Close Up together accounted for 22% share in 2009-10 Major Competitors – Colgate, Meswak, Dabur red, Anchor
Product Portfolio - Pepsodent
?
?
?
Launched in 1993, first toothpaste with a unique anti-bacterial agent Campaign aims at educating customers on the need for germ protection Varieties
1. ? 2. ? 3. ? 4. ? 5. ? 6.
?
Pepsodent G Pepsodent 2 in 1 Pepsodent Complete 10 Pepsodent Regular Pepsodent Whitening Pepsodent Center Fresh
Product Portfolio - Close Up
?
?
?
Launched in 1975, first gel toothpaste Targeting youth Varieties
? Red
gel Vitamin fluoride system ? Close Up Lemon Mint Toothpaste ? Milk Calcium nutrient
Distribution Channel
?
?
?
HUL's products distributed through a network of about 7,000 redistribution stockists covering about one million retail outlets The general trade comprises grocery stores, chemists, wholesale, kiosks and general stores 2,000 suppliers and 7,000 distributors serve HUL?s 100 factories
Distribution Channel
4.76%
10%
HUL Factory
CNF
STOCKI ST
RETAILE R
Each stockist has more than 2000 retailers
Wadala
5 Stockists in Mumbai region
Distribution Channel
4.76%
10%
HUL Factory
CNF
STOCKI ST
1.5%
RETAILE R
Wholesal er
Order Flows
HUL
Orders in cycle
CNF
Orders sent through UNIFY ME takes order from Retailer through PDA
Stockis t
Retailer
Product Flows
Sufficient stocks due to high shelf life Daily Shipment
HUL
Orders in cycle
CNF
Orders Delivered in 2 days Stockis t
Orders sent through UNIFY ME takes order from Retailer through PDA
Retailer
Highlights
• Economies Of Scope • Holds minimum stock • Same distributor for all products except ice-cream
STOCKIST
• For Damaged/Expired goods: • Credit Note issued • Distributor destroys goods on inspection
RETAILER
Distributor – “Thakkar Leeladhar”
• Covers Bandra to Jogeshwari • Service to HUL for 17 years • Provides 7 day credit to Retailers
• Third party Merchandising
• Margin of 4.76% includes: • Cash discount • Unloading expenses from depot
• Distribution expenses to retailers
• Incentive schemes/Other Incidentals • UNIFY software system updates any information/ incentive schemes / sales figures
Storage @ Stockist
?
? ?
?
?
Product are divided in different categories as per weight Each category has a particular warehouse Toothpaste with toothbrush, Ponds powder and Ponds cream Both Pepsodent and Close-up in same warehouse Each warehouse is operationally independent of the other
Transportation to Retailers
?
?
?
Each warehouse has a separate delivery van All product for a retailer are put in a carton Sent to the retailer by the delivery van of that warehouse
Sales Force
Stockist
•Stockist employee (60-70) •All HR activities are stockist issues •Basic + compensation •Incentive plans
Market Executive
• Rs 30000+ is a Key account •10-12 Key account/day •25-30 Non Key accounts/day
Key Customer
Non Key Customer
Colgate
Oral Care • Toothpastes • Toothpowder / Toothbrush • Whitening / Mouthwash Personal Care • Body Wash • Liquid Hand Wash / Shave Preps • Skin Care / Hair Care Household care • Surface Care
From the Dentist • Gingivitis Treatment • Sensitivity Treatment / Tooth Whitening • Fluoride Therapy / Specialty Cleaning
C-P?S GO-TO-MARKET – Col Pal Distribution NetworkSTRATEGY
COLGATE FACTORY
C-P SALES
STOCKIST
SALES TO TRADE
TRADE
OFFTAKES
SHOPPERS
Col-Pal?S GO-TO-MARKET STRATEGY
COLGATE FACTORY
CARRYING & FORWARDING AGENT
CASH & CARRY
STOCKIST
SALESMAN
GENERAL STORES
KIRANA STORES
WHOLESELLER
MEDICAL STORES
MINI / HYPER MARKETS
2ND LEVEL ICREs
SHOPPERS
Thank You
BACK
BACK
NEXT
BACK
doc_854838117.pptx