HUL to launch Mission Bushfire in 8 cities

10 May,2012

By A Correspondent


Consumer goods major, HUL is launching Mission Bushfire 2012 this week to cover about 40,000 outlets (including general and modern trade) spread across 8 cities in India- Mumbai, Pune , Delhi ,Gurgaon, Bangalore, Chennai, Kolkata and Hyderabad.


Mission Bush Fire’ is an employee-led market execution and customer interaction exercise initiated in 2010 to get the home & personal care giant to connect with the market place.


This year the emphasis will be on the launch of skin care brand, the New Fair and Lovely. HUL employees from across functions will be participating in Mission Bushfire 2012 which will be held for the third successive year.


HUL CEO Nitin Paranjpe and every member of the company’s management committee participates in this project to get direct feedback on how HUL brands are faring.


In 2010, over 4000  HUL employees had participated in this mission to interact with the trade and consumers covering 14,000 outlets.


Bush Fire has resulted in a 40 per cent spike in sales in store wherever the initiative has been implemented, according to internal company estimates. Mission Bushfire is an HUL employee led initiative that aims to create ‘Perfect Stores.’


A research by HUL shows that 70 per cent of the brand purchase decisions are made

at point of purchase. Perfect store programme is an initiative started in 2010 with objective of bringing the HUL brands from consideration set to the purchase basket of the shopper. The project is being driven through two initiatives called IQ and Better Stores.


Project IQ has been instrumental in increasing the assortment and driving placement of new products through strong analytics and customization of tasks at an outlet level.


Better Stores Project drives the visibility of the brands at the point of purchase through the right visibility mix, focus on plannograming (share of shelf) and advanced merchandising process using hand-held terminal (HHT) technology.


Source: The Economic Times
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