HUL’s Structured Goal-Setting: “Must-Win Battles”

 

HUL’s Structured Goal-Setting: “Must-Win Battles”

Hindustan Unilever Limited (HUL) uses a very disciplined strategic planning model. Although HUL does not publicly release every detail, their approach is widely known in leadership and FMCG circles and aligns closely with Unilever’s global performance rhythm.

Below is the distilled structure:

1. What Are Must-Win Battles (MWBs)?

MWBs are the top 3–5 strategic priorities that a business must achieve in a given year or cycle in order to win in the marketplace.

They have three characteristics:

✔ Decisive

These goals unlock disproportionate growth or prevent major risk.

✔ Non-negotiable

Leaders commit resources and time; failure is not an option.

✔ Cross-functional

Sales, marketing, supply chain, R&D, finance — all must work in sync.

2. How HUL Defines an MWB (Framework)

HUL uses a structured sequence:

(1) Business Diagnosis

  • Category health (penetration, frequency, premiumisation)

  • Market map (competitive share movements)

  • Growth engines (channels, geographies, consumer segments)

  • Internal bottlenecks (distribution, supply, innovation pipeline)

(2) Identify the 3–5 Battles

Examples:

  • Winning General Trade distribution in rural markets

  • Taking leadership in premium personal care

  • Digital commerce acceleration

  • Category penetration for tea, detergents, or skin cleansing

  • Supply chain cost advantage (ZBB, Network RE)

(3) Define “Victory Conditions”

Each battle has measurable outcomes by quarter and year-end:

  • Market share points gained

  • Incremental reach

  • Cost advantage achieved

  • Innovation delivery targets

  • Working capital days reduction

  • Profitability uplift

(4) Break into “Streams”

Each MWB usually has 4–10 “streams of work”:

  • GTM redesign

  • Media and digital acceleration

  • R&D product upgrade

  • In-store execution

  • Manufacturing efficiency

  • Talent deployment

Each stream has owners, KPIs, and timelines.

3. How Execution Happens at HUL

HUL follows a rhythm of performance management:

(a) Quarterly Business Reviews (QBRs)

  • Track metrics against victory conditions

  • Course-correct on lagging streams

  • Unlock budget or talent support

(b) Weekly/Monthly Action Meetings

  • Speedy problem-solving

  • Cross-functional alignment

(c) Leadership Accountability

Each MWB is led by a C-level or Category VP — signifying its importance.

(d) Clear Dashboards

Category + region + channel dashboards are updated continuously:

  • MS gain/loss

  • Weighted distribution

  • SKU productivity

  • Cost KPIs

4. Cultural Elements That Make MWBs Work at HUL

HUL’s system works because of their culture:

1. Data-Rigor

Decision-making is anchored in sharp, factual consumer & market data.

2. Ownership Culture

Leaders are expected to "own" their battle, not just coordinate.

3. Bias for Action

Speed > perfection. Small experiments are encouraged.

4. Talent Placement

High-potential managers are put on battles, not BAU work.

5. Cadence & Discipline

Weekly, monthly, and quarterly reviews drive real accountability.

5. Examples of Actual MWBs (Illustrative)

(Not a public list, but typical priority areas based on sector and HUL strategy.)

Home Care

  • Win low-unit price packs in rural

  • Grow liquids & premium portfolio

  • Accelerate B2B laundry services

Beauty & Personal Care

  • Digitally modernize beauty brands

  • Premiumisation of skin cleansing

  • D2C + e-commerce scale-up

Foods & Refreshments

  • Strengthen tea share in specific geographies

  • Expand in health & functional foods

  • Transform ice-cream distribution footprint

Market Development

  • Penetration drive for dishwash bars

  • Water-saving detergents

  • Hygiene acceleration

Supply Chain / Cost

  • Zero Based Budgeting (ZBB)

  • Manufacturing network optimization

  • RM/PM cost reduction projects

6. Why This Works So Well

HUL’s Must-Win Battle framework succeeds because it:

✔ Simplifies strategy into 3–5 bets

✔ Focuses organisation energy

✔ Ensures rigorous follow-through

✔ Minimises distractions

✔ Creates cross-functional force-multipliers

Comments

Post a Comment

Popular posts from this blog

Nykaa’s Business Strategy: From Startup to Beauty Empire

The Beginning: A Bold Vision In 2012, Falguni Nayar, a former investment banker with Kotak Mahindra, took a leap of faith. At age 50, she launched Nykaa , betting on the untapped online beauty and wellness space in India—a time when most consumers still preferred buying cosmetics in physical stores. The goal? Build India’s first true beauty e-commerce brand . Today, Nykaa is not just a success—it’s a blueprint for smart, scalable, and strategic growth in India’s digital economy. 🧠 Key Strategies Behind Nykaa’s Rise 1. Omnichannel Distribution While Nykaa started online, it didn’t stop there. Online : A sleek app and website with easy discovery, product reviews, and personalization. Offline : Launched physical stores (Nykaa Luxe & Nykaa On Trend) across metros and Tier 2 cities. 🔑 Strategy Lesson : Digital-first doesn’t mean digital-only. Meet your customers wherever they shop. 2. Content + Commerce = Power Nykaa mastered “influencer marketing” before it became a...
Read more

Zomato’s Strategy Playbook: How a Restaurant Discovery App Became a Food-Tech Giant

  From Menus to Millions What started in 2008 as a small menu-scanning website called Foodiebay , founded by Deepinder Goyal and Pankaj Chaddah, has evolved into Zomato —a food delivery powerhouse with operations in over 1,000 Indian cities and a public listing on the NSE. Zomato didn’t just pivot—it reinvented itself multiple times , always staying close to what people truly crave: food, convenience, and trust. 🧠 5 Key Strategies That Drove Zomato’s Growth 1. Early-Mover Advantage in Restaurant Discovery Zomato built a massive database of restaurants long before anyone else did. Users loved the: Photos of menus and dishes Ratings and reviews Search filters by location, cuisine, budget 🔑 Strategy Lesson : First solve a real, everyday problem. Then own the category. 2. Smart Pivot to Delivery (2015–2018) When Swiggy entered the scene with aggressive delivery logistics, Zomato shifted gears from discovery to hyperlocal food delivery . It invested heavily in: ...
Read more

Retailer Margin Reduction Strategy ---- FMCG

 To reduce retailer resistance and grow your sales while implementing the pricing changes you've outlined, consider these strategies: 1. Offer Retailers Additional Value Beyond Margins Retailers may accept reduced margins if they perceive added value in other areas: Exclusive Incentives : Offer volume-based incentives, such as bonuses, discounts, or loyalty rewards for meeting sales targets. Marketing Support : Provide promotional materials, shelf displays, or social media shoutouts that drive customer foot traffic to their stores. Free Samples : Offer free samples for in-store tastings, which can boost sales and customer interest. 2. Increase Product Turnover If retailers can sell more units even at a lower margin, they can maintain or grow their overall profit. Introduce Smaller Packs : Smaller or more affordable packaging can attract more customers, leading to higher volume sales. Bundle Offers : Pair your tea with complementary products (e.g., teacups or biscuits) to encourage ...
Read more