A presentation on distribution efficiency of Kwality Wall's in Delhi NCR

1. 1
Distribution and
Logistics
Management

2. 2
Project Objective
• To study the distribution network of HUL
ice cream brand Kwality Walls
• To find their product distribution effectiveness
through shopping malls, cinemas and Kiosks for
the National Capital Region.

3. Approach Adopted
2
• The project was divided into two perspective, first being distributor
perspective and second being customer perspective.
• In distributor perspective, information regarding satisfaction level of
distributor with the brand and about customer satisfaction as perceived
by the distributor himself was collected through questionnaire.
• In consumer perspective, information regarding the price, promotion
and product availability of Kwality walls products, as perceived by
customer himself was collected through questionnaire and direct
discussions.

4. Introduction to HUL
• Hindustan Unilever limited is India's largest FMCG Company
• It caters to every day needs for nutrition with hygiene and personal care.
•It has brands that help people feel good, look good and get more out of life.
• Unilever is the global leader in Ice Creams with a portfolio of powerful brands.
•The brands include- Kwality Wall's, Magnum, Paddle Pop, Cornetto Ben & Jerry's

5. Distribution Network
• Kwality Walls ice cream is manufactured in HUL facility in MIDC industrial Estate
Malegaon Sinnar, Nashik
• From Survey, it was found that Kwality Walls Products are distributed in NCR belt by
“JANTA DAIRY FARM DISTRIBUTOR” located in Vijay Nagar, Ghaziabad.
He caters to 42 swirl parlors, aprox 10,000 tricycles in NCR and other small distributors
• In shopping malls, distribution is done through
swirl parlors that aim to provide concept mixtures
of ice-cream treats
• It also distributes from refrigerated tricycle which
have access anywhere in a limited trade area for
sales of packed ice-creams.

6. Distribution Efficiency
Kwality Wall’s Distribution efficiency.
We collected information from some distributers/retailers and
consumers of Kwality walls to get an idea of their distribution
effectiveness from two different perspectives.

7. Distributors Perspective
Key Findings:
1). Margin and demand as per the retailers are the Major
reasons for their being a part of Kwality Wall’s.
2). To support the high demand of Kwality Wall’s products there
are somewhere around 8000-10000 tricycle vendors in NCR.
3). 42 Kwality Wall’s outlets are operational in NCR

8. 4
• 50% of the retailers believe that their orders are delivered on time
• On average, Kwality Wall’s outlet caters to 30-40 customers every day.
• 50% of the outlets often fall short of products mentioned in their menu.
• Company policy does not allow Kwality Wall’s outlets to set up stalls at
fairs and malls.
• Company provides little or no support in promotion activities of the
outlets
Distributors Perspective

9. Customers Perspective
4
• 20% of the respondents have Kwality Wall’s as their favourite ice-
cream brand.
What would you do if your favourite ice-cream brand were not
available?
• For 50% of the respondents Kwality Wall’s ice-cream is easily
available in their locality

10. Customers Perspective
4
How would you rate Kwality Wall’s products in terms of their
price?
•Almost 75% of the respondents did not remember seeing any
Kwality Wall’s ad on TV, Radio or Newspaper in the past 2 weeks.
•none of the respondents ever received any kind of discount on
purchase of a Kwality Wall’s ice-cream.

11. Distributor Contact Info
4

12. Learning Experience
4
• Learned how one of the most popular Ice-Cream companies
operates and gets its products to customers.
• We got to interact with the owners of Kwality Wall’s outlets
which helped us understand how they work in line with the
company’s policies and try to provide satisfactory services to
their customers.
• We learned about questionnaire interpretation through
consumer study which highlighted how the consumers
perceive the company to be and how satisfied they are from its
products and services.

13. Suggestion for Company
4
We found that a distributor faces shortage of supplies, due to seasonal
demands, whereas, each distributor and parlor is equipped with a laptop,
GPRS enabled card machine which assigns an order number to each bill.
Company should adopt a process to record each retail sale through POS to a
central serves of Kwality Wall’s, from where, data should be analyzed using big
data algorithms, and a trend of sales at each trade area should be found,
taking season, holidays other major yearly events as based variables for the
study.
This will help company to produce and deliver required product quantity at right
time and at right place and the process will help overcome shortage of supplies
at POS.

14. Conclusion
4
We identified a number of aspects, where company needs to
improve its product, service delivery and increasing customer
satisfaction.
The data collected by retailer questionnaire highlighted low customer
footfall at Kwality Wall’s outlets, because of
• Large number of tricycle vendors in the area,
• Poor geographical location of the outlets, etc.

15. ***Thank You***
A presentation by:
Owais Ashraf
Abhitanjay Chaudhary
Jasleen Kaur
Smriti Sharma
Monil Baloda
Q & A