ASSIGNMENT OF MARKETING MANAGEMENT

ON
– FAIR & LOVELY FAIRNESS
CREAM DISTRIBUTION PLAN (DELHI NCR
REGION)

SUBMITTED TO- Prof.D.BANDOPADHYAY

SUBMITTED BY- SUMAN SAURAV

42/JKBS/PGDM/AICTE-2010

DISTRIBUTION PLAN:
FMCG major HINDUSTAN UNILEVER is the subsidiary of UNILEVER with a market
capitalization of $ 14 billion. HINDUSTAN UNILEVER owns 35 of India’s 150 most
trusted & powerful brands and is Market Leader across categories. HUL is also one of
the country's largest exporters, it has been recognised as a Golden Super Star Trading
House by the Government of India.

Distribution is a very important factor in marketing.  Distribution of good from one

business to other it can be factory to supplier, supplier to retailer or retailer to the end
customer. Distribution channels may not be restricted to physical products alice from
producer to consumer in certain sectors, since both direct and indirect channels may be
used.
FACTOR WAREHOUSE STOCKISTS RETAILERS

Objectives:
Fair&lovely objective is to attract and maintain customers. When Fair&lovely adhere to
this maximum, everything else will fall into place. The services will exceed the
expectations of our customers. Fair&lovely intend to:-
1. Maintain positive, steady growth each quarter. 
2. Experience a growth in new customers who are turned into long-term customers. 
3. Realize an increase in occupancy each subsequent year.

Demographic Dispersion of Consumer:

This is more so in a large, geographically diverse country like in India. With the increase
in this dispersion level, more intermediaries and more layers are required in the
distribution network so as to effectively reach the length & breadth of the country.
Implication for HUL For a country as geographically diverse as India,Indian presence &
market leadership can only be possible when products reach even the remotest parts of
the country. HUL is very successful in achieving and maintaining this reach due to its
distribution network and in Delhi HUL has reached every corner and to consumer.

Intensity of Coverage:
It is only effective if customers can obtain the product. The most important decision with
regard to reaching the target market is to determine the level of distribution coverage
needed to effectively meet customer's need.HUL intensity for covering the market is to
Provide the better quality at reasonable price and to capture the market to become
market leader.

Evaluation of overall effectiveness of each channel of

distribution/communication:
It targets the age group between 15-45, it targets mainly ladies section but now it is also
targeting gents section and has launched Fair&Lovely
MENZ ACTIVE

it is especially for gents

For ladies there are:-

Fair & Lovely Multivitamin

Fair & Lovely Ayurvedic Balance

Fair & Lovely Antimarks

Fair & Lovely Winter Fairness Cream

Cost effectiveness of each channel of distribution/communication

Cost effectiveness compares the relative costs and outcome of two or more courses of
action.

CREAMS PRICE (RS.) NET WEIGHT (gm)

Fair &lovely 70 50
Lakme 112 45
Neutrogena fine fairness 95 45
Ponds white beauty 87 50
Vicco turmeric 115 60

As compare to all other creams the price of fair&lovely is less and it is cost effective.
Fair&lovely cream also comes in small chache which is of Rs.5 and it is very cheap and
every one can afford it. It is available in every small and big stores in both rural and
urban area.