Globalization has dramatically changed the business environment in India. Due to the opening up of the economy, the market place has become fiercely competitive. Even the semi-urban and the rural markets are witnessing cut-throat competition. In this scenario, there are very few strategic tools available to organizations which are not immediately copied by competitors. This article throws light on one of the leading consumer goods companies in India, Hindustan Unilever, which is using distribution as a strategic tool to win in the current market place.

Distribution network is a channel and it comprises group of intermediaries who makes the product or service available to the end users. Distribution forms a very important function in a business. Even if the products are designed in the best manner, priced appropriately, advertised and promoted most efficiently, they lose out in the market place, if they are not made available at the right time and at the right place. This is the significance of distribution. However, when compared to product innovation, pricing and advertising/promotions, distribution has, in general, received comparatively much lower attention as a strategic tool to differentiate and win in the market place

Marketing Mastermind Magazine, Distribution Network, Fast Moving Consumer Goods, FMCG, Hindustan Unilever Ltd., HUL, Indian Retailing, Super Value Stores, SVSs, Corporate Social Responsibility, CSR, Hindustan Lever Network, HLN, Multi-Level Marketing.