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Interim Summer Project Review
HUL-Vijeta: The Wholesale loyalty program
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Objective
To study the HUL-Vijeta Program forTo study the HUL-Vijeta Program for
wholesalerswholesalers & recommend a wholesalerloyalty program for ITC.
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Why Vijeta?
Wholesale channel contributing almost45% of the overall HUL sale (Baroda)
The most successful loyalty program inFMCG running for the past 6 yrs.
Well executedAt a very mature stage
Completely integrated into the HUL ERP
systemSimilarity of product categories between
ITC and HUL
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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 betterunderstanding of loyalty programs
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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
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HUL Vijeta: Overview
A target based incentive program forthe wholesale channel
Purpose
Drive growth through higher circulation
Substitution of competition
Wholesaler earns points on every purchaseand redeems them for rewards
Vijeta Presentation:
Microsoft Office
PowerPoint 97-2003 Pres
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Exploratory Research
The exploratory questionnaire revealedthe 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 Microsoft OfficePowerPoint 97-2003 Pres
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Secondary Data
Standard evaluation criteria for loyaltyprograms
Medium & Large size wholesalers of ITCwhich 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
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Questionnaire: Demographics
Average age of a Vijeta outlet owner is around 36 years36 years (Young &
Enterprising)
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Membership
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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 1,07,818Average of Foods 40,000
Average of Lakme 65,000
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Target Achievement
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Brand Preference
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Rewards
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Letters / Pamphlets
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Outlet Profile
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Other Observations
94%94% of the outlets redeem their points annually. They do
so in the annual redemption Mela organized by HUL.
62%62% of the Vijeta members surveyed believe that they are
earning fixed additional margin over other non-vijeta
outlets.
82%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%72%
respondents liking it. 2nd most preferred reward is Gold with
22%22% of respondents liking it.
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SWOT
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Thank You
