SALES & DISTRIBUTION CASESTUDY

GROUP NO. : 2
NAME ROLL NO.

MIHIR KAMDAR 20
PANKAJ KESWANI 22
FORAM SHAH 41
ASHWIN DABHADE 70
KOMAL DESPANDE 73
SATANIK MITRA 90
AJAY GUPTA 105
BHAVYA GALA 133
ROSHNI LALCHANDANI 148
 WHY WOMEN ?
 Backbone of the family

 Greater impact on the entire household

 Formed group of 10-15 women

 Called them “Shakti Entrepreneur”

 Task to sell HUL/HLL product in the

village
 Challenges before Project Shakti

 Lower income of consumer in the rural India

 Women had never undertaken economic activities

* Hired RSP(Rural Sales Promoter) to coach Shakti entrepreneures

 Advantages Of The Project
 Women empowerment & enhance decision making ability of women

 Deep penetration in the rural market

 Increase availability of quality product in villages

 Reduced fake product consumption

 Increase brand awareness in the rural India

 Extending Hul’s reach into untapped market

 Business with Social Responsibility

 Creating personal, one-to-one endorsers

 Creating Sustainable Revenue for brand and

Creating Sustainable opportunities for women
• Free samples as promotional strategy

• Traditional art forms such as puppet shows and street plays or creating awareness

through village panchayat prove to be fruitful

• Why not underprivileged men ?

 Identification of key issues in rural market

 Partnering with Self Help Groups

 Encouragement of Micro Enterprise through Shakti Entrepreneurs

 Shakti Vani – Social communication to drive customer engagement

 Portal iShakti – Extend IT benefit of access to information to rural

India

 Personalised service, doorstep delivery, assurance of quality

 Creation of vast local, credible, one-to-one endorsers

 Castrol regarded as the leading lubricant specialist
 Founder : Charles Cheers Wakefield
 Headquarter : UK
 Delivery network extended
 Contributed in more than 65% of the industry’s
lubricant sales
 Introduced several new products ( Multi grade oil,
passenger oil, two stroke oil etc.)
 Good premium
 Tagline
 COMPETITON
•Tie-up with automotive company

•Expansions of DSR’s in remote location

•Whether Direct & indirect competitors,

positioning-creating better segment.
• Shift in technology
• Shop to workshop
• Increasing distribution channel
• Competition from other manufacturer
• PSU sold their own products
• Non Franchise Distribution channel
• First mover to come up with
variants in vehicle oil
• After market service
 Extensive research

 Distribution channels

 First mover advantage