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Itc Project Report - Summer Project

This document summarizes an interim review of a project studying HUL's Vijeta wholesale loyalty program to inform the development of a similar program for ITC. Key points covered include: - Vijeta is HUL's successful 6-year loyalty program for wholesalers contributing 45% of sales. - The study methodology involves interviews with HUL and Vijeta wholesalers, sales observations, and a questionnaire. - Preliminary research found Vijeta tiers incentives on purchase targets, offers rewards redeemed at an annual fair, and drives growth through increased distribution and competition substitution. - Data collection covered Vijeta targets, power SKUs, and program details to evaluate for a potential ITC

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6K views

Itc Project Report - Summer Project

This document summarizes an interim review of a project studying HUL's Vijeta wholesale loyalty program to inform the development of a similar program for ITC. Key points covered include: - Vijeta is HUL's successful 6-year loyalty program for wholesalers contributing 45% of sales. - The study methodology involves interviews with HUL and Vijeta wholesalers, sales observations, and a questionnaire. - Preliminary research found Vijeta tiers incentives on purchase targets, offers rewards redeemed at an annual fair, and drives growth through increased distribution and competition substitution. - Data collection covered Vijeta targets, power SKUs, and program details to evaluate for a potential ITC

Uploaded by

Helpdesk
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Interim Summer Project Review

HUL-Vijeta: The Wholesale loyalty program


Objective

To study the HUL-Vijeta Program for


wholesalers & recommend a wholesaler
loyalty program for ITC.
Why Vijeta?
 Wholesale channel contributing almost
45% of the overall HUL sale (Baroda)
 The most successful loyalty program in
FMCG running for the past 6 yrs.
 Well executed
 At a very mature stage
 Completely integrated into the HUL ERP
system
 Similarity of product categories between
ITC and HUL
STUDY Schedule
 Gathering information about Vijeta
 Gain insight at various levels
 HUL TSI/TSOs
 HUL distributors
 HUL salesmen
 HUL Vijeta Wholesalers

 Study other similar programs for better


understanding of loyalty programs
How: The Methodology
 Personal Interviews for HUL
 Sales beat with HUL salesman
 Research Methodology
 Exploratory Research
 Secondary Data Collection
 Questionnaire Design
 Data Collection & Analysis

 Presentation
HUL Vijeta: Overview
 A target based incentive program – for
the wholesale channel
 Purpose
 Drive growth through higher circulation
 Substitution of competition
 Wholesaler earns points on every purchase
and redeems them for rewards

 Vijeta Presentation:
Microsoft Office
PowerPoint 97-2003 Pres
Exploratory Research
 The exploratory questionnaire revealed
the following factors for study
 Level of understanding of the program
 Benefits – Actual V/s Perceived
 Evaluation of Rewards
 Impact of program
 Target related information
 Program specific activities
• Mela
• Power SKUs Micros oft Office
PowerPoint 97-2003 Pres
Secondary Data
 Standard evaluation criteria for loyalty
programs
 Medium & Large size wholesalers of ITC
which would be Vijeta members
 Vijeta targets for current MOC
 Baroda
 List of Power SKUs
 Other company program details
 MOC = Monthly Operating Cycle
 Sources:
 Internet, HUL Target Sheet Baroda, Vijeta Print Material
Questionnaire: Demographics
 Average age of a Vijeta outlet owner is
around 36 years (Young & Enterprising)
Membership
Sales/Target Average

Level Particular Amount


Platinum Average of Dets+PP 8,49,000
Average of Foods 2,00,000
Average of Lakme 2,11,667
Gold Average of Dets+PP 2,12,273
Average of Foods 87,500
Average of Lakme 63,750
Silver Average of Dets+PP 1,07,818
Average of Foods 40,000
Average of Lakme 65,000
Target Achievement
Brand Preference
Rewards
Letters / Pamphlets
Outlet Profile
Other Observations
 94% of the outlets redeem their points annually. They do
so in the annual redemption Mela organized by HUL.
 62% of the Vijeta members surveyed believe that they are
earning fixed additional margin over other non-vijeta
outlets.
 82% of the outlets prefer hanging sachet strips over
display window as a part of the Vijeta display requirement.
 Most preferred reward is Money On Card with 72%
respondents liking it. 2nd most preferred reward is Gold
with 22% of respondents liking it.
SWOT
Thank You

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