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HUL
We have analyzed the distribution network of HUL from the
following aspects:
Incentive schemes:
Company programs (Scheme Discounts + Cash Discounts)
TPR schemes based on Sales (1 % to 4 %)
Vijeta scheme is not for retailers.
Based on the QOC various awards are distributed to the field
persons at the end of every month. These awards are also
known as ‘MOC Star’ awards.
If QOC score > 4.5 - The person is eligible for 7 star award
If QOC score > 4 - The person is eligible for 5 star award
If QOC score > 3.5 -The person is eligible for 3 star award
Analytical Framework
We tried to analyze HUL’s distribution network in the light of 20
most significant variables that affect the distribution part 0f
channel management for any organization in the business of
marketing & selling of goods.
1. No of Consumers
2. Geographic Dispersion Of Consumers
3. Frequency of purchase
4. Tendency to postpone purchase
5. Level of Familiarity/Knowledge (of consumer)
6. Degree of brand loyalty
7. Purchased on Impulse
8. level of Involvement(LOI)
9. Purchased as a Basket of Goods
10. Speed & complexity of Decision making process
Analytical Framework cont….