CASE STUDY

STRATEGIES TO OVERCOME MARKETING CHALLENGES

Product innovation Eg. Intelligent deodorant, clean clothes with less water . Product depth & Brand extension. New segments Eg. Laundry business, telecom, agri business. Retail trends (HUL retail outlets) Aggressive marketing and promotions.

LOGISTIC CHALLENGES
Earlier their was centralized policy but now there is wide reach and distribution and the number of warehouses has increased. When growth in urban areas was tapering, FMCG companies started concentrating on rural markets. Introduce more wholesaler & distributer in rural areas, so that they can do stock piling which will reduce the time lag between production & consumption.

HR CHALLANGES
Higher job role & responsibilities. Higher Compensation & Benefits. Better work environment & culture. Learning opportunities. With the introduction of new segments & diversification the company should also introduce new career prospects.

FINANCIAL CHALLANGES
With the inclusion of VAT & CST the company should reduce margin for distributors. Since India has a pyramid structure of income of individuals i.e high, middle & low income groups & the pyramid is broader in lower & middle segment, we cant change the low margin, high volume business model, whereas in developed countries like U.K there is an inverted pyramid, so we can increase margins in such countries.

THANK YOU