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RURAL MARKETING STRATEGIES

OF HUL

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Hindustan Uniliver Limited is

Indias largest FMCG

company

Formed in 1956

Touches every two out of three

Indians

INTRODUCTION

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20distinct categories in home,

personal care, food & beverages

Countrys largest exporter

Golden Super Star Trading House

CONTD.

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VISION

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Add vitality to life

By meeting everyday needs for

nutrition, hygiene & personal

care

Helps people feel good, look

good and get more out of life

MISSION

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Work on the basis of sound

science applying rigorous

standards of product safety

Respect the concerns of

consumers and of society

INNOVATIONS

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PERSONALWASH LAUNDRY ORAL CARESKIN CARE

LUX SURFEXCEL PEPSODENTFAIR & LOVELY

LIFEBOY RIN CLOSEUPPONDS

LIRIL WHEEL

VASELINE

HUMAM SUN LIGHT

AVIANCE

BREEZE

DOVE

PEARS

REXONA

HAIR CARE DEODRANT COSMETICS

SUNSILK NATURAL AXELAKME

CLINIC REXONA

BRANDS OF

HUL

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TEA COFFEE FOODS ICE-CREAM

BROOK BOND BRU KISSAN KWALITY- WALLS

LIPTON ANNAPURNA

KNORR

WATER

WATERPURIFIER PUREIT

CONTD..

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Rural India means Heart of

India

74% population in villages

Largest potential rural market

in world

RURAL MARKET

IN INDIA

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Poor infrastructure

Non-availability of shops

Poverty

Unemployment

Poor literacy rate

Social customs

CHALLENGES

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Customercentered concept

Different companies different

strategies

4ps in Rural market

Product, Price, Place,

Promotion

STRATEGIES

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Adopted TotalProductive

Maintenance(TPM) to meet zero

error, zero loss

Focuses on short supply chain for

distribution.

To meet the every needs of people

everywhere.

Also uses Direct selling

channel(HUN), franchisee to reach

everyone e.g.Aviance, Ayush.

HULS

STRATEGIES

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For long term benefits, HUL started

Project Streamline in 1997.

Appointed 6000Sub-stockists that

directly covers about 50,000villages &

250million customers.

IntegrateEconomic, Environment &

Social objectives with Business agenda.

partnership with Self help groups of

Rural women

CONT

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Value for money

High quality, low price &

multiple uses

Breeze

Combined soap & shampoo

Value added product createsloyal customer

PRODUCT

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Pure it

Water purifier

Low price

Corporate social responsibility

CONT.

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Less income

Less price

Clinic plus shampoo sachets

Small tubes of tooth pastes

PRICE

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Direct rural contact

Famous celebrities

Challenging campaigns

PROMOTION

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Physical distribution network

From manufacturer to small

villages

Operation Stream Line

Bullock carts, Tractors, Cycles

PLACE

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Project Shakti

Started in2001

Covers 80,000villages

25000women entrepreneurs

CONT.

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THANK YOU

ByAmit Kumar

&Udit Sathaye