Title: Demand chain excellence: a case study of HUL vis-a-vis P&G India

Authors: D.K. Agrawal

Addresses: Marketing and Supply Chain Management, Rajiv Gandhi Indian Institute of Management, Nongthymmai, 793014 Shillong, India

Abstract: Demand Chain Management (DCM) is a new demand-driven based business model based on sense-and-respond philosophy that offers maximum customer value in the dynamic market condition through integration of processes and activities of marketing and Supply Chain Management (SCM). This paper examines DCM practices of two leading FMCG firms in India, namely, Hindustan Unilever Limited and Procter & Gamble Home Products Limited in relative terms on various critical success factors of DCM and found that HUL has a make-and-sell philosophy whereas P&G India has a sense-and-respond philosophy as the cores of their respective business models. [Received 30 December 2010; Revised 28 April 2011; Accepted 14 July 2011]

Keywords: DCM; demand chain management; SCM; supply chain management; market responsiveness; Indian FMCG industry; India.

DOI: 10.1504/IJMR.2012.046804

International Journal of Manufacturing Research, 2012 Vol.7 No.2, pp.213 - 228

Published online: 22 Nov 2014 *

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