S1
Intro:
• Category 1: Detergent (HUL Products / Brands List) = Urban + Rural
• Category 2: Shampoos (HUL products / brands list) = Individual + Salons
• (Some pictures)
S2 Category: Detergents, Customer Segments: Urban & Rural
SOD’s Urban Customers: SOD’s Rural Customers
1. Spatial Convenience We can show a bar indicating (low, 1. Spatial Convenience
2. Product Assortment medium, high) priority of each SOD 2. Product Assortment
3. Customer Service for both groups. 3. Customer Service
4. ….. 4. …..
5. … - Ex: Bulk breaking may be high 5. …
6. …… priority for rural, low for urban 6. ……
Key Channels: Key Channels:
1. General Trade (Mom & Pop) 95 %
1. General Trade (Mom & Pop) 75 %
2. Modern Trade 4 %
2. Modern Trade 20 %
3. Ecommerce 1 %
3. Ecommerce 5 %
Hence decided to analyze General Trade channel
S3 Channel Structure: General Trade
Channel Members
1. Manufacturer (HUL): Role / function……. 1. We can highlight if/how role of channel
2. Distributor: Role ……. members is different for urban vs rural setup
3. Wholesaler: Role ……
4. Retailer: Role….. 2. We can show a visual illustration of channel
flow from Mfd to Distt to Wholesale to
Customer
Channel Power / Conflicts
Channel Flows:
1. Possession Cost
2. Ownership Cost
3. Financing Cost
4. ….
5. ….
6. ….
S4 Channel Gaps
Supply Side Gaps: for both Urban- Rural
1. Availability
2. Delay
3. ……
4. ….
Demand Side Gaps: for both Urban & Rural
1. Service
2. Assortment
3. Quality
4. ……..
S5 Improvement / Recommendations: Channel design & management
1. Idea / Recommendation 1
2. Idea 2 …..
3. Idea 3 ….
Optional:
(Effect of these recommendations on the channel gaps)
S6 Category: Shampoos, Customer Segments: Individual-Hair Salons
SOD’s Individual Customers: SOD’s Hair Salons (b2B)
1. Spatial Convenience We can show a bar indicating (low, 1. Spatial Convenience
2. Product Assortment medium, high) priority of each SOD 2. Product Assortment
3. Customer Service for both groups. 3. Customer Service
4. ….. 4. …..
5. … 5. …
6. …… 6. ……
Key Channels: Key Channels:
1. General Trade (Mom & Pop) 75 % 1. Direct B2B
2. Modern Trade 20 %
3. Ecommerce 5 %
Analyzed B2B Channel
S7 Channel Structure: B2B
Channel Members Channel flow in Individual customer vs B2B customer
(flow chart)
1. Manufacturer (HUL): Role / function……. 1. MFD to Dist to WS to Retailer
2. Distributor: Role ……. 2. MFS to Dist to B2B Client (fewer members)
3. Wholesaler: Role ……
4. Retailer: Role…..
Channel Flows: Channel Power / Conflicts
1. Possession Cost
2. Ownership Cost
3. Financing Cost
4. ….
5. ….
6. ….
S8 Channel Gaps
Supply Side Gaps for Individual vs B2B
1. Availability
2. Delay
3. ……
4. ….
Demand Side Gaps: for Individual vs B2B
1. Service
2. Assortment
3. Quality
4. ……..
S9 Improvement / Recommendations: Channel design & management
1. Idea / Recommendation 1
2. Idea 2 …..
3. Idea 3 ….
Optional:
(Effect of these recommendations on the channel gaps)
