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HUL Presentation1

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    Rural Marketing StrategyOf

    Presented By:

    Amol N. Khadse(13)

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    HUL Strategies for Rural India To reach out to rural areas ,HUL started Project

    Streamline in late 1990s.

    Appointed 6000 sub-stockists that covered 50,000 villages.

    Project Bharath a direct marketing exercise forpromotion.

    Shakti: Economic development through micro enterprise .

    LifebuoySwasthya Chetana a project to make a billionIndians feel safe.

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    Shakti- New Ventures iShakti, the Internet-based rural information service,

    has been launched in Andhra Pradesh, in associationwith the Andhra Pradesh Government's Rajiv Internet

    Village Program. The service is now available in Nalgonda,

    Vishakapatnam, West Godavari and East Godavaridistricts.

    iShakti has been developed to provide information

    and services to meet rural needs in medical health andhygiene, agriculture, animal husbandry, education,vocational training and employment and women'sempowerment.

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    In 2004 latest IT based i Shaktiwas launched.

    By yr 2005 most of the AMMAs were earning around

    Rs 1700 pm. By 2007 HLLs Rural sales rises to 54%of the total sale

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    Marketing of lifebuoy in rural India..

    http://www.indiantelevision.com/images10/rural_life.jpghttp://images.google.com/imgres?imgurl=http://www.indiantelevision.com/images15/lifebuoy.jpg&imgrefurl=http://www.indiantelevision.com/mam/headlines/y2k6/may/maymam16.htm&h=161&w=279&sz=11&hl=en&start=10&sig2=XF_E-ttnmcn4BV_2SU3dGw&um=1&tbnid=n8tCxhAnfmCySM:&tbnh=66&tbnw=114&ei=ciehSPGLLpnw7AOSk4GsDw&prev=/images?q=lifebuoy+HLL+soap&um=1&hl=en&rls=SPDA,SPDA:2006-37,SPDA:en&sa=N
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    Media's strategy for Lifebuoy soap's re-

    launch: The agency devised a strategy to ensure that it advocated

    family health rather than personal hygiene. There were largechunks of the users who were in "unreachable areas" - ruralmarkets.

    Media vehicles used: Wall paintings, cinema vans, weeklymarkets (haat), fairs and festivals. Given the rural consumer'sfascination for cinema, the cinema vans show popular movies,interspersed with products advertisements.

    Low Price Points: To help people on low incomes afford to buysoap, an 18 gram bar of lifebuoy soap was introduced - enoughfor one person to wash their hands once a day for 10 weeks.

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    LBSC Lifebuoy Swastya Chetna (LBSC) is a rural health and hygiene

    initiative which was started in 2002.

    LBSC was initiated in media dark villages (in UP, MP, Bihar, West

    Bengal, Orissa) with the objective of spreading awareness aboutthe importance of washing hands with soap.

    The theme of the campaign is based on the serious implicationsof laxity in Health Care, like Diarrhoea.

    In India a child succumbs to diarrhoea every30 seconds. This

    results in almost3 million deaths a year! However, a report by WHO showed that simple handwashing

    with soap and water can reduce diarrhoeal diseases by up to48%. This was leverage by Hindustan Lever to develop thecampaign

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    Plan of Action Swasthya Chetna, which means 'Health Awakening', is a multi-

    phased activity that works towards effecting hand washingbehaviour change in rural communities. The main message ofthe campaign is "Visibly clean is not really clean.

    In the initial phase, a Health Development Facilitator (HDF) andan assistant initiates contact and interacts with students andinfluencers of the community, i.e. village communityrepresentatives, medical practitioners, school teachers etc.

    A number of tools such as a pictorial story in a flip chart format,a Glo-germ demonstration and a quiz with attractive prizes toreinforce the message are used.

    The first interaction with students is then replicated with thewomen and finally the rest of the community.

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    Bee

    Bird

    Bowl

    Clothes

    Container

    DNA

    Fish

    FrozenHair

    Hand & flower

    Heart

    Ice cream

    Lip

    liquid

    Palm Tree

    Particulars

    Recycle

    Mixing & blending

    Sprarkle

    Spice & flavor

    Spoon

    Sun

    Tea

    Wave

    24 icons which symbolizes Companys brand association

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    Thank You

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