strategic planning 2021-2024 - hindustan unilever
TRANSCRIPT
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REIMAGINING HUL
Zaved Akhtar
Vice President
Digital Transformation & Growth
Jefferies India Internet Summit
December 2020
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INDIA DIGITAL LANDSCAPE
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1.2 bln687 mln 23%
8.3 GB
MOBILE USERS INTERNET USERS DATA USAGE
Source: https://datareportal.com/reports/digital-2020-india
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RACE TO THE FINISH LINE
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DIGITAL INDIA DIGITAL IN MEDIA ECOMM & OMNI
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CHANGING ECOSYSTEM
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COMPLEX CONSUMER JOURNEY
DEMANDING CUSTOMER EXPECTATIONS
DIGITAL INDIADIGITAL INDIA
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DELIVERED THROUGH MOATS ACROSS THE VALUE CHAIN
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Connected Consumers
Connected Retailer
Agile Operations
+ +
People, Capability & Culture
Data and Analytics
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REIMAGINING HUL: AN INTEGRATED MOATS ACROSS BUSINESS
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Connected Consumers Connected Stores Agile Operations
Demand Generation
Demand Capture
Demand Fulfilment
Source DeliverMake Service
People & CultureData & Advanced AnalyticsTechnology
Generating Better Insights
Faster & Better Innovation
Crafting Effective
Communication
Deploying Communication
Effectively
Navigate the shopper to purchase
Engagement & Feedback
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Generating Better Insights
Faster & Better Innovation
Crafting Effective Communication
Deploying Communication
Effectively
Navigate the shopper to purchase
Engagement & Feedback
REIMAGINING HUL: CONNECTED CONSUMER
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Generating Better Insights
Faster & Better Innovation
Crafting Effective Communication
Deploying Communication
Effectively
Navigate the shopper to purchase
Engagement & Feedback
De VLILLERS
Multimedia & platform planning and execution dynamically reallocating
funds based on change of media usage
As an impact measurement of GRP on MS/Pen
REIMAGINING HUL: CONNECTED CONSUMER
Digital Marketing & Performance Tracking
Digital Design & Simulations
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CREATIVITY IS THE BIGGEST FACTOR IN DRIVING ROI
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Creative = 50-80% of ROI
Source: Nielsen Catalina Research via the Advertising Research Foundation May 2017
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EXAMPLE = VASELINE - AV
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EXAMPLE = LOVE, BEAUTY & PLANET - AV
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Lakme BA Counters
Relevance
Experience
Commerce
Data & Feedback
An integrated ecosystem that engages the consumer throughout the consumer journey
FULL ECOSYSTEM
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PERFORMANCE MARKETING CONSUMER EXPERIENCE DEMAND FULFILMENT
LAKME DTC
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AV: Lakme Fashion Week
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SMARTPICK
UNIVERSE
TARGET GROUP
AWARENESS
INTENT
PURCHASE
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Sharply targeted consumers are
shown Smartpick ads on major
consumer touch-points
Consumers Opt-in
for sample box by
filling the form
Tied up with logistics
partner for last mile
sample delivery & data
sharing
Consumers are re-targeted to
drive usage and purchase
Sharper Targeting drives
relevance and is the key
to higher conversion
ratio
Leverage existing
database as the base
Technology enabling customized box creation & creating
first party database for creating look-alike audiences
Linked purchase creatives to Ecomm
website
DATA DRIVE MARKETING
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Demand Generation Demand Capture Demand Fulfilment
My Kirana
REIMAGINING HUL: CONNECTED STORE
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AV: Shikhar App
AV: Shikhar App
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Source Make Deliver Service
Chemical Hub
ML based multi-variate forecasting models
Integrated Planning
Future-fit distribution infrastructure delivered thru
segmented automation
Big data analytics to
improve availability at RS
Demand fulfilment by
last mile optimisation
Multicategory Mfg. network
Big Data Analytics to optimise &
improve processes, quality & reliability
Centralised hub for quick demand sensing and adapting
REIMAGINING HUL: AGILE OPERATIONS
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3. SMA ROBOTICSSMART ROBOTICS
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Technology
REIMAGINING HUL: TECHNOLOGY, DATA & ANALYTICS AND PEOPLE & CULTURE
Data & Analytics People & Culture
A Data first Mindset
Cloud Computing, Robotic Process Automation, and ML for intelligent automation
Leveraging IOT for data signal and automation for factory and warehouses
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Data & Analytics
Data Strategy Data Score Card Data Privacy
Data at the Centre of Strategy
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REIMAGINING HUL: AN INTEGRATED MOATS ACROSS BUSINESS
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Connected Consumers Connected Stores Agile Operations
Demand Generation
Demand Capture
Demand Fulfilment
Source DeliverMake Service
People & CultureData & Advanced AnalyticsTechnology
Generating Better Insights
Faster & Better Innovation
Crafting Effective
Communication
Deploying Communication
Effectively
Navigate the shopper to purchase
Engagement & Feedback
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