Observation super markets

 Key HUL products stocked – Ponds, Fair & Lovely, Wheel, Rin, Surf, Pears, Close up, BRU,
Lipton
 Key GSK Products stocked – Horlicks (Normal, Women’s, Kids), Boost and Sensodyne tooth
paste and brush
 HUL products
o Have 3 distributors servicing the market (Food, Personal care and Detergents)
o Servicing is done once a week for each line making it 3 visits a week for HUL
o Typical 1 day delivery – No major issues highlighted for order deliveries
 GSK products
o One distributor servicing all brands
o Weekly service is done by distributor
o One day delivery time
o No presence of OTC products – Crocin, ENO, etc
 The retailer feels the brand shouldn’t merge the GSK and HUL lines, if so, it might reduce the
overall sales due to lower focus on individual brands and lower salesman visits
 There is a mix of different pack size. However no sachets were stocked
 The stocking of Horlicks and Surf was prominent and were stocked along breakfast cereals
and home care products respectively
 The stocking and visibility of Fair & Lovely and Ponds is very prominent
 The three different lines are not servicing all the outlets eg. Home care products are being
serviced in major outlets in the locality however the Food line (Bru and Lipton) is not

Observation from chemist:

 GSK Products
o Weekly service by GSK – One distributor for Horlicks and Sensodyne. The outlet was
not stocking Boost
o The most visible product is Horlicks. The store stocks entire range of Horlicks –
Women, Junior, etc.
o Horlicks is a fast moving brand and enjoys good market pull from consumers
 HUL Products
o Weekly service by HUL personal care line. Rest of the line are not servicing the store
o Very limited display of HUL products – Only prominent products is Vaseline
o Limited presence and visibility of HUL personal care products such as soaps and face
creams
 Mostly the delivery is done next day of order for both HUL and GSK products

Observations from Small Outlet:

 HUL distributors does not serve this retail outlet directly as it is not registered. He plans to
get it enrolled in near future
 GSK distributor doesn’t service the smaller stores despite they stocking Horlicks
 The retailer purchases the material from local wholesale market weekly once and stocks for
both GSK and HUL currently
 Key products stocked in the store are Fair & Lovely, Surf, Rin, Horlicks and Ponds