HBS BBEM案例分析一 Unilever in India: Shakti project

我虽不才但很幸运,被公司派到HBS学习发展中市场商业振兴课程一周,下面把学习心得分享下。比较粗,没有整理和仔细思考,就算是学习笔记。

HBS以发明案例分析的学习方法闻名于世,现在校园里无数教授助教牲口一样没完没了地写案例。不过,相比其他学校的案例,他们的水平还是不错的,条理清楚,资料翔实;除了很长,每一个案例都要至少两个小时才能读完。而这一周的课程一下子就来了18个案例。

第一个案例是讲联合利华在印度如何发动人民群众的伟大力量扩大农村市场占有率的。

老师留了四个问题:

1. What are the key features of Shakti? What are its positive aspects and what are its drawbacks?

Key features: brand new sales and distribution concept to enter in blue sea for new growth opportunities; an organization for the whole project; rural women as key driver/enterpreneurs; revolutionary alliances with NGOs and communication/education (Vani/iShakti).

Positives: Out of the box thinking and “nothing is impossible” creative mindset; revolutionary empowerment of rural women; brand new distribution channel using the sub segmentation concept;

Drawbacks: potential challenge to current rural distribution area (entrepreneurs selling directly to end customers bypassing the local bazards); cost control; margin sacrifice even it’s necessary in early stages of a market development; no clear branding/products focus except the sachet packaging effort; “one size fits all” strategy in terms of states coverage. (它的模式也有点象传销:是不是有法律风险?)

2. What is the commercial value created by Shakti? What is the social value?

Commercial: Leader in concept and marketshare; breakeven; large number of villages/end users covered; direct sales to end bottom of pyramid…

Social: Chance to women; increase rural life quality

3. How can Shakti make a contribution to HLL’s bottom line? What are your program recommendations?

Products oriented strategy and branding efforts; volume against margin to existing SHGs; bundling with other products

4. How do you evaluate HLL’s business strategy at the Base of the Pyramid? What is the one most critical factor for success? Should it do anything else?

Bold however on the go without enough proactive preparation. Motivation and channel (Women) was the key success factor.

Suggestions: a real products strategy; pilotting in some states before generalize

之后第一天还有篇文章,大讲特讲穷人的钱,好挣,要挣。

今天学到的几点:

1、大公司做事情,只能向前,不能后退,否则负面影响会非常巨大;

2、发展中国家,快钱是没有的,真正赚钱的公司都是目标长远的公司

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