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History of Unilever
Unilever is a BritishDutch multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company measured by revenues (after Procter & Gamble and Nestl) and the world's largest maker of ice cream.
Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens, Samuel van den Bergh and William Hulme Lever, 2nd Viscount Leverhulme.
Stats
License raj
Socialist government
Restrictions on FDIs
Competitive Environment
Lower price segment- unorganized local players Higher price segment- Colgate, P&G, TOMCO, Godrej soaps Nirma vs Wheel
Liberalisation
Sales Organization
Strengths
Well established brands Local manufacturing capacity & SCM
Sales Tree
CFA RS SKUs Regional offices- EWNS GSM RSM 4
ASM 6
SOs and TSIs TSI-6 to 10 stockists
Once the pool attains the threshold investment, they are given stocks of HLL to be sold
Project Shakti
Born in December 2000 in Nalgonda District of Andhra Pradesh Objective was: To reach untapped markets To develop its brands through local influencers
To provide sustainable livelihood opportunities for underprivileged rural women
RSP system
Hesitation from NGOs and governmental agencies due to its image as potentially unviable attempt
Paradigm Shift
High ratio of incomes from smaller SKUs when compared to larger SKUs
Shakti Vani is considered to be a cost-effective way of promoting HLL products in rural areas
What is i-shakti?
Channel Approach
Appointed One stockist common to all businesses
Diamond Model
Modern trade- Self Service Stores & Retail Chains (10% of FMCG Market)
Inaccessible Markets
Streamline Model
Streamline initiative was launched in 1997 to target inaccessible markets by utilizing rural wholesale channel
Rural Distributors (RDs) were appointed who in turn appointed Star Sellers
Start sellers purchased stocks from RD and distribute in smaller villages by local means of transport
Promotion
Price
Attacking Through 4 Ps
Place
Product
Suggestions
Suggestions
Product: Introduce current products which are not available as sachets in sachets.