O'Reilly logo

Case Studies in Marketing by Sidharth Balakrishna

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

11

Project Shakti

Tapping the Fortune at the Bottom of the Pyramid

BACKGROUND

When analysts speak about the strengths of Hindustan Lever Ltd. (now, Hindustan Unilever Ltd.), they typically mention the following points:

  • Strong brands, some of which exceed Rs. 5 billion in turnover,1 such as Fair & Lovely, Lux, Lifebuoy, etc.—these brands enjoy strong recall virtually throughout the country.
  • A strong sales and distribution network comprising carrying and forwarding agents (CFAs), stockists, distributors, etc.—retailers are reached either directly or indirectly by the company and its agents.
  • Adequate local manufacturing capacity and supply chain management—this ensures streamlining of operations, prevention of stock-outs and taking advantage ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required