HINDUSTAN LEVER LIMITED

Group 6

Monica Patra 15BM60009

Aayush Sharma
15BM60017
Yash Malani 15BM60027
Vinay Yadav 15BM60078
Sarthak Singla
Questions
Key concerns in the
case Question 1
What kind of sales
organization design needed
for current market?

Question 2
What are the factors involved in
evaluating the performance of
sales channel?

Question 3
What sales organization design
is needed for rural markets?

Question 4
Should organization design be
changed to match current
business strategy?

2
Current Organization Structure
Director- Sales & Marketing Marketing Resea

3
Company Background

4
 Factors for Evaluating Distribution
Channel Performance
Benchmarking against industry
standards would help to identify areas of
Effort spent in the various improvement
activities like sales forecasting, Type of Distribution Intensity as
dispatch plans, collection of sales Cost per the geography chosen:
proceeds, promotional activities Intensive/Selective/Exclusive
and market coverage beat plans
Sales Effort Distribution Intensity

Collaboration for
Courier Services
Evaluating Transparenc
delivery with Indian Perception of y and
Postal Services, Blue Distribution Sales Force rationality in
Dart
Channel
Customer Satisfaction
Training Effectiveness
setting
goals,
fairness
Code of conduct for channel Measured through customer
members and effective
Metrics retention, it helps in analyzng
complaint handling the aggregate total positive
impact of all channel efforts
Achievement of quotas, higher profitability, decrease in
stock returns, service level in handling emergency
situations/sudden spurts in demand 5
 Sales Organization Design for Rural
Markets 1
SHGs can help in ensuring the three-way
2 convergence: Product Availability, Brand
Communication and higher level of Brand
Experience delivered at footsteps of end consumer
Higher focus on Operation Bharat and Operation
Harvest to forge a sense of loyalty in rural consumers 3
in the long term
Small handheld devices connected through HLLs
4 internet-based network RSNet can be given to
SHGs for quick order placement
Design needed: Line and Staff
Organization 5
with Product
Specialization
Involving not only rural women, but also men
who are unemployed/partially employed under
guarantee of employment, as they can visit nearby
villages also (Project Shaktimaan)
Area Sales Area Sales
Manager Manager
Power Brand 1 Power Brand 2
Salespeople Salespeople
Power Brand 1 Power Brand 2

6
Power branding strategy
To play a bigger role in the lives of the custome
Objective
Eightmajorbrandsin HUL were merged
into two major segments:
1. Home and personal care(HPC) segment
2. Foods portfolio

Integration of the various brands such

thatstrategy is focussed on growth

Various brands in the food

andbeverages portfolio are integrated
into one segment -Foods portfolio

7
Change in Organization Structure
Ma

8
Thank You