HINDUSTAL LEVER LTD. CASE STUDY
   
Objective
To provide HLL operational-marketing inputs for their frozen desserts & ice cream business,in areas of :
   
Organizational restructuring
   
Organizational Training & Orientation
   
Systems development in areas of Sales, Distribution
   
Distribution & Merchandising management
   
To create a successful operational Model for the company to replicate
 
  Strategy
  Conducted classroom training for the field force & implemented the same in the marketplace
  Focused managers on key business priorities
  Established & implemented “Retail Presence Norms” across channels
  Developed and implemented a Customer Loyalty Program to pre-empt market share in-roads by Amul
 
  Results
  Marketing Asset utilization up from 30% to 70%
  Pilot run of the vending operations in Bombay & roll-out across India
  Prominent merchandising presence of KW, resulted in turnaround in operations to achieve
growth
 
  Vending : An Impulse Purchase Vehicle
  Conceptualized, designed & developed the Mobile Vending Tricycles (Trikes)
   
  Instrumental in getting the vending system operational, through:
   
Feasibility & profitability of operation
   
Development of Routing Systems
   
Training Vending Distributors & Staff
  Putting ice creams within arms reach of desire to capture impulse purchases
  Created additional ‘A’ class selling outlets
 
  Vending : Pilot Operations
   
  Pilot run of Vending ops. on Ganapati festival, through
   
20 sales vendors
   
3 locations
   
5 days
   
Sale of 5 truckloads
  Replicated process for sales at schools, colleges, bus-stops & stations
  Vending Model replicated in other metro markets
   
     
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