Mehta Saloni Urvesh - QMR IA

QMR INDIVIDUAL ASSIGNMENT

QMR INDIVIDUAL ASSIGNMENT SUBMITTED TO:

Prof. Saripalli Bhavani Shankar

2013

HUL: PROJECT TELECALLING AND PROJECT COLUMBUS MEHTA SALONI URVESH

2012PGP204

I IM INDORE | 10TH DECEMBER,2013

MEHTA SALONI URVESH IIM INDORE

I QMR INDIVIDUAL ASSIGNMENT

INDEX

1. INTRODUCTION ............................................................................................................................1

1.1 HUL Distribution Network

1.2 Project Telecalling and Project Columbus

2. RESEARCH PROBLEM ....................................................................................................................2

3. RESEARCH METHODOLOGY ...........................................................................................................2

4. DATA COLLECTION METHOD .........................................................................................................3

4.1 Elite Interviewing

4.2 In-Depth Interviewing

4.3 Focus Group Discussions

5. PROFILING OF RESPONDENTS........................................................................................................4

5.1 HUL Leaders:

5.2 Salespeople:

5.3 Retail Outlets:

6. DETAILED GUIDE TO FACILITATE DATA COLLECTION:.......................................................................5

6.1 For all exploratory research

6.2 Elite Interview

6.3 In-Depth Interview

6.4 FGD

7. DATA ANALYSIS TECHNIQUES ........................................................................................................7

8. EXPECTATIONS FROM THE STUDY..................................................................................................8

1 QMR INDIVIDUAL ASSIGNMENT

1. INTRODUCTION 1.1 HUL Distribution Network

HUL’s (previously known as HLL) products are distributed through a network of 4,000

redistribution stockists, covering 6.3 million retail outlets reaching the entire urban population,

and about 250 million rural consumers. There are 35 C&FAs in the country who feed these

redistribution stockists regularly. The general trade comprises grocery stores, chemists,

wholesale, kiosks and general stores. HUL provides tailor made services to each of its channel

partners. It has developed customer management and supply chain capabilities for partnering

emerging self - service stores and supermarkets. Around 2,000 suppliers and associates serve

HUL’s 40 manufacturing plants which are decentralized across2 million square miles of territory

1.2 Project Telecalling and Project Columbus HUL has announced Project Telecalling and Project

Columbus to further increase its distribution reach. It has taken this move after looking at the

slowdown of HUL's volume growth from a peak of 14% in March 2011 to a low of 5% in June 2013



2. RESEARCH PROBLEM

Problem Definition: A study to determine the potential of project telecalling as a

method of distribution for HUL in Urban areas and to understand the views of

stakeholders for this distribution method.

The study aims to see whether the vision that the company’s leaders have will reconcile with

ground realities and what have they planned to mitigate operational issues that will crop up. To

this extent we will be:

Understanding the vision and implementation plan of HUL Leaders for Project

Telecalling and their forecast of its adoption.

This study looks to understand how the retail outlets view this project and their opinion on the

project. We aim to understand how much will they accept this method and what kind of business

can be generated through it. We also want to see how current channel partners view this move.

To this extent we will be:

Evaluating the attitude and propensity to respond of retail outlets in urban areas

towards telecalling for placing orders

The study also aims to understand how the salespeople view this move. Will they accept the new

method of distribution and what is their reaction to this move? We would like to see whether

they are willing to take on the additional responsibility or would want additional teams created for the same. To this extent we will be:

Understanding the preferences of salespeople for different methods of

distribution and their opinion on Project Telecalling.

3. RESEARCH METHODOLOGY A combination of techniques shall be used to conduct the research as a simple survey would not

help us understand the nuances of this strategy. Exploratory Qualitative Research will be

conducted at multiple points to understand the Project Telecalling and response to it.

The research will be conducted in two phases. The first phase will involve talking to the company

leader’s involved with this project to gain an in-depth understanding of their vision and how do

they see it being implemented operationally and acceptance of it.

The second phase of research will be partly derived from the research conducted with company

leaders to understand the Project. It will aim not only to see the attitude and preferences of the

end users of Project Telecalling but also to see whether their view reconciles with the vision of

the leaders.



4. DATA COLLECTION METHOD Multiple techniques will be used to get a deeper understanding of the implications of the project from all angles. The following combination of techniques will be used:

4.1 Elite Interviewing:

Elite interviewing will be conducted as we are talking to powerful people in the HUL. They are

key decision makers and can provide insights on a broader scale. The technique will be done in

the narrative and feminist methodologies.

4.2 In-Depth Interviews:

In-Depth interviews will be conducted as we are trying to gauge the individual attitude and

preference of different retail outlet owners. The in depth interview will provide us with rich data

as to how each outlet owner perceives telecalling as a technique and what is their disposition

towards the concept. It will also reveal their attitudes towards HUL as a company versus other companies.

In-Depth interviews will be conducted with the salesmen also to understand their attitude

towards the project. The reason for conducting them is to get to know underlying motivations of

a salesperson and how it affects their disposition towards the project. It will also help us

understand in depth how they view the combination of different distribution techniques and

whether they think they are complementary or cannibalize.

4.3 Focus Group Discussions:

FGD’s will be conducted with the retail owners to see how they view the project as a group. WE

also want to see how the view of a group affects individual retailers. It will help us also uncover

any common problems they have which they feel could be solved by the project and leverage it.

FGD’s are conducted with the salesmen as we want to see how they perceive different methods

of distribution. What alternatives do they think would work? The purpose of conducting a FGD is

Data Collection

Techniques

Elite Interviewing

• Leaders who intitaited Project Telecalling

In-Depth Interview

•Retail Outlet owners

•Salespeople

Focus Group Discussion

•Retail Outlet Owners

•Salespeople



that we will get their view as a group and also be able to see how they evaluate different options.

I believe as a group they will be able to comprehensively cover the pros and cons of all the methods.

5. PROFILING OF RESPONDENTS 5.1 HUL Leaders:

At least 2 of the leaders involved with conceptualizing and executing Project Telecalling will be

interviewed. Also the GM Marketing will be interviewed to understand their vision for Project

Telecalling

5.2 Salespeople:

5.3 Retail Outlets:

The retail outlets will be broken into two parts:

The reason for interviewing both the kinds of outlets is that the project will affect also those

outlets which are part of the network. They will react to the method and may or may not agree

with the project and that will impact the relationship of HUL with its retail outlets.

The retail outlets will further have the following mix of outlets:

In-Depth Interview

•Salespeople across 4 metros: Mumbai, Delhi, Kolkata and Bangalore

•The mix will have 1 each of high performer, medium performer and low performer for each of the cities.

FGD

•Salespeople across 4 metros: Mumbai, Delhi, Kolkata and Bangalore

•1 FGD per ci ty will be conducted with 2 high performers, 2 medium performers and 1 low performer.

Retail Outlets

Retail outlets not part of current distribution network of HUL

Retail outlets part of current distribution network of HUL

Wholesale ChemistsGrocery Stores

General Stores

Kiosks Supermarkets



In-Depth Interview and FGD:

6. DETAILED GUIDE TO FACILITATE DATA COLLECTION: 6.1 For all exploratory research:

1. Greet respondents and ask him/her how the day is. Make the respondent comfortable with

routine questions for the first two minutes. Clarify that the information shared by him wil l be

kept confidential and is strictly for research purposes.

2. Obtain permission to video record the conversation. In case the respondent seems to be

hesitant then ask to be able to take an audio recording. Clearly mention the recording is only

for the purpose of transcribing and analysis.

3. At the end thank them for their invaluable time and give a token of appreciation.

6.2 Elite Interview:

GM Marketing

1. Tell him you read on Project Telecalling and would like to know the thought behind the

Project. (Keep it open-ended to get unaided information about the project)

2. Probe them to get an understanding of the vision

3. Ask why this project was chosen and not any of the other options they evaluated and if he/she

could elaborate on the other options.

4. Lead into understand the expected response for the project and expected adoption of the project.

Leaders who plan and will be responsible for implementation

1. Please could you tell me about Project Telecalling? Probe for details about implementation

2. Ask about the difficulties they had to overcome while designing the implementation plan.

In-Depth Interview & FGD

Retailer Outlets not part of HUL Distribution Network

1 retailer outlet from each of the types of outlets in mix of outlets except supermarkets.

Same mix replicated across Mumbai, Delhi, Kolkata,

Bangalore

Retailer Outlets part of HUL Distribution Network

1 retailer outlet from each of the types of outlets in mix of

outlets

Same mix replicated across Mumbai, Delhi, Kolkata,

Bangalore



3. What outcome do you expect out of the Project in the near future? Where do you see the

project in the long term?

4. What response do you expect to see from retailers? Could you tell me more about the kind

of orders and the timing of the orders to be expected?

5. What kind of acceptance levels will be seen initially? What are the plans to increase this?

6. What reaction do you expect to see from the retailers already in the network?

7. Could you tell me about how you think the Salesforce will adopt to this technique?

8. What benefits and difficulties do you see from the Salesforce side and the role they will or

will not get to play?

6.3 In-Depth Interview:

Retail Outlets not part of the HUL distribution network:

1. Which company products do you stock? What are the methods used to stock them?

2. What are your thoughts on telecalling to place orders?

3. For what purposes would you use telecalling?

4. How do you feel about telecalling to place sales orders for a company’s products which you

currently do not stock?

5. What are the gains and issues you see with this method?

6. What is your view on HUL?

7. Would you be comfortable with Telecalling for HUL?

Retail Outlets part of the HUL distribution network:

1. What are the methods HUL uses for distribution with them? How do they feel about it?

2. Is there any area of improvement and what are their suggestions?

3. What is your view on HUL starting a telecalling system for outlets currently not part of its

network?

4. Probe based on reaction why they feel that way and what would their reaction be if the

same facility was provided to them? When and how would they utilize it?

Salespeople:

1. Could you tell us about your method of working?

2. The Project Telecalling will start with taking orders on the phone for outlets currently not

covered by HUL. What are your views on this idea? What will be the effect of this on the

distribution model?

3. What method should they use for the fulfillment of these orders?

4. How do you feel about this impacting your schedules?



6.4 FGD:

Retail Outlets not part of the HUL distribution network:

1. What are your views on the current distribution systems for FMCG companies?

2. What problems do you face with these systems?

3. What improvements would you suggest to solve these problems?

4. Please discuss your ideas on Project Telecalling. (Give a brief about the project)

5. How do you think this project can benefit you and to what extent would you use this

facility?

6. What are your expectations on the outcomes of this project?

Retail Outlets part of the HUL distribution network:

1. What are your views on the current distribution systems for FMCG companies?

2. Please discuss your ideas on Project Telecalling. (Give a brief about the project)

3. What are your expectations on the outcomes of this project?

4. Probe to see the conflicts if any with the idea

5. Also probe to see their attitude towards adopting the idea for themselves. Ask them when and how would they prefer to use it?

Salespeople:

1. Give information on Project Telecalling and ask them what do they think about it?

2. Lead them to get into more details about their views – Both conflicts and benefits?

3. How do they feel will this impact the sales for HUL? Probe them to understand the reach?

4. Do they think this idea will be adopted by current retailers and how?

5. Ask how do they feel about it? Probe to know the implications they derive out of it)

Note: Initiate different performers into dialogue with each other to highlight the different mindsets they display towards the project.

7. DATA ANALYSIS TECHNIQUES The interviews will be audio/video recorded so that they can be transcribed and rerun for detailed analysis. An observer must be there for all interviews/FGD’s. The Data will be first treated as below:

Coding CategorizationOverlapping

Data

Observer Notes

Referencing



8. EXPECTATIONS FROM THE STUDY

• Narrative Analysis

• It will be to understand the sequence of thought of the leaders and to get the bigger picture. The analysis will be used to create a cponcept map and hypotheses

Elite Interview

• Grounded Theory

• It will be based on the findings from the elite interview and hypotheses formed by researcher

• Thematic Analysis• The data will be coded to get themes from the inteview. Especially for

attitudes, acceptance levels and prefernce levels.

In-Depth Interview

• Constant Comparison Analysis

• It will be used to compare data across FGD's and find common themes• Micro Interlocutor Analysis

• It will examine the participants contribution• It will also help examine the relationship to city and performance

especially of salespeople

FGD

We would be able to check whether the vision of the leaders is what is the vision of the stakeholders from the project

We will be able to identify the benefits of the project as seen by stakeholders

Opportunities to take this project bigger will be identified

We will be able to identify the pain points of the projects.

We will be able to see to what extent will this method be adopted and the future of this technique.

Mehta Saloni Urvesh - QMR IA

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