Strength, weakness and opportunities of huls fmcg products. Join researchgate to discover and stay uptodate with the latest research from. What are some good fmcg case studies on rural marketing in. Hul to shift focus to rural markets, innovation and. According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and post. Rural marketing strategiesfor fmcg 2751 words bartleby. These innovative rural marketing initiatives may seem to be small in the context of a giant market called rural india but this is a remarkable beginning in the post liberalised era.
To reach the rural sector hul has various rural distributors which then forward to the rural sub stockists to the rural retailers. Rural marketing hul ppt free download as powerpoint presentation. Hindustan levers project shaktimarketing fmcg to hul found it difficult to set up a distribution channel in rural parts of. Jan 07, 2019 product mix of hul pdf 1 jan the marketing mix of hindustan unilever or hul analyses one of the biggest fmcg brands in the market, and in reality an umbrella brand. Rural market of uttar pradesh, india mohd shuaib siddiqui1and aftabalam2 1 department of business administration, integral university, lucknow, india, abstract. Coming to the frame work of rural marketing, rural marketing broadly involves reaching the rural customer, understanding their needs and wants. Hindustan unilever launched a soap called lifebuoy in india. Moving consumer goods company, touching the lives of most of the indians. Scribd is the worlds largest social reading and publishing site. The main objective of practical training at marketing level is to develop skill in student by supplement to the theoretical study of business management in general. Product mix of hul pdf 1 jan the marketing mix of hindustan unilever or hul analyses one of the biggest fmcg brands in the market, and in reality an umbrella brand. Read more about hul to shift focus to rural markets, innovation and digital media on business standard. Having an overwhelming effect on the rural audience, gorural india in association with 120 folk art groups of south india effort the must comprehensive services for.
Marketing mix of hindustan unilever hul marketing mix and 4 ps. Hul has transferred the marketing battlefield from the cities to the rural areas. Being on a different plane of market evolution, the taste, preferences, wants, and likings of the indian rural market are markedly different from those of. To study the rural marketing strategies of selected h. Hindustan unilever limited a study on the marketing concept.
Jan 17, 2019 the marketing mix of hindustan unilever or hul analyses one of the biggest fmcg brands in the market, and in reality an umbrella brand company. Hul hindustan unilever marketing mix 4ps hul hindustan. In an industry driven by volumes but sustained on margins where a small local player like balaji chips can make the mnc giant like fritolays huff and puff it is imperative to device new and innovative ways to open up new. The great indian rural malls, part 4 marketing rural festivals. A desi multinational a case study of hindustan unilever.
Bhargavi reddy 2 1, 2 assistant professor, sri padmavathi mahila visvavidyalayam, womens university, tirupati 517501, a. According to nielsen data, 2 out of 3 consumers in the market hul server uses hul products. More than a hundred years ago, hindustan unilever launched a soap called lifebuoy in india. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. Rural marketing strategies and its influences on buying behavior of. According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and postharvest operations. How companies are using technology to boost rural marketing. Hul received multiple awards for its unique and successful rural mobile marketing initiative kan khajura tesan kkt. Gorural india rural marketing in india, rural marketing.
Hul has also responded in case of national calamities adversities and. Sep 30, 2011 hindustan lever limited an era of rural marketing 1980 to 1990 was the golden period of hll in 1999 it stated its policy to double its turnover in next 5 years from rs 10,000 cr to rs 20,000 cr it took 10 years to double their sales after year 2000 hll failed to deliver on the top line even though serving 10 lakh retail outlets now serves. Dec 03, 2018 the board of directors of hindustan unilever limited hul today approved a scheme of merger betw. The rural market in indian economy can be classified under two broad categories. Jun 09, 2019 hul project shakti case study pdf hul has trained thousands of women in villages across india to develop an entrepreneurial mindset and make them financially independent. If you continue browsing the site, you agree to the use of cookies on this website. So, the marketing is always have the difference in urban and rural, which makes the companies to think over the marketing mix.
Project shakti is a rural distribution initia tive of hindustan unilever limited hul that targets small villages populated by less than 5, 000. Hul is a marketing focused company with a wide network and a diverse product portfolio which is deep as well as broad. Hul pioneered the concept of training local women as rural sales agents who sell unilever products door to door in their. Project shakti is a rural distribution initiative that targets small villages. How companies are using technology to boost rural marketing rural is where facebook is not just a pastime and technologies, old and new, converge with powerful effect, every day. Sep 01, 2014 the term rural marketing is a fairly new term. This word doc can help us get knowlege of how these big giants penetrate the rural market. A case study of hindustan unilever limited international journal of.
Hindustan lever limited an era of rural marketing 1980 to 1990 was the golden period of hll in 1999 it stated its policy to double its turnover in next 5 years from rs 10,000 cr to rs 20,000 cr it took 10 years to double their sales after year 2000 hll failed to deliver on the top line even though serving 10 lakh retail outlets now serves. Rural marketing strategies of hindustan unilever limited and a comparative analysis in the hair oil sector, phases in retail innovation, swot analysis, pest analysis, rural market. Companies like hul, itc, lg, mahindra have given a new format for rural marketing. They know the true potential that lies in these areas. In an industry driven by volumes but sustained on margins where a small local player like balaji chips can make the mnc giant like fritolays huff and puff it is imperative to device new and innovative ways to open up. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. Rural marketing strategieswith reference to fmcg its not only the grass is greener in the country side, thats also where a chunk of corporate top line actually comes from. Coming to the frame work of rural marketing, rural marketing broadly. The board of directors of hindustan unilever limited hul today approved a scheme of merger betw. Being on a different plane of market evolution, the taste, preferences, wants, and likings of the indian rural market are markedly different from those of the indian urban market. Marketing mix is such an element in rural market which gives the sense to think of marketing activities. Hul rural free download as powerpoint presentation. To maximize their effectiveness, color cases should be printed in color.
The main aim of the study to observe the potentiality of indian rural markets and find out various problems are being faced by rural marketer. In addition, there will be heavy advertising on all india radio. This segment, commonly referred to as the bottom of the pyramid, presents. The great indian rural mall part 3 brand activation rural sports. Case study will help students to know importance of rural marketing. The main theme of the current paper is to find answers to the question that why hul needs rural marketing and the factors which contribute to rural boom. Hul project shakti case study pdf hul has trained thousands of women in villages across india to develop an entrepreneurial mindset and make them financially independent. How hul won in rural markets by byravee iyer in mumbai. The initiative was recognized with a gold for effectiveness and a. With the coming up of carry and forward agencies it has been able to reach many deep pockets of the country with a significant cost reduction. Innovative rural marketing at bottom of pyramid by hul. Hindustan unilever hul has been heavily investing in the brand promotions as it needs them mostly for brand recall and many a times for introducing new brands. Project shakti, a microcreditbased entrepreneurial network for underprivileged rural women which enabled hul to extend its rural marketing reach beyond its traditional retail distribution network while also empowering rural women with a source of income.
Get the knowledge you need in order to pass your classes and more. Hllwas under pressure to grow revenues and profits. The 4ps and 4 as of rural marketing most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience. Performance of hul shakti ammas in anantapur district. Television commercials will air on cable, satellite and stateowned doordarshan in february. Rural marketing strategies slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Rural marketing strategies of hindustan unilever limited. Hul to shift focus to rural markets, innovation and digital media. Hul wins awards for marketing campaigns news hindustan. Come browse our large digital warehouse of free sample essays. Hindustan unilever is the pioneer and largest player in indias fmcg market. Through this initiative, hul hires a shakti entrepreneur or shakti amma who sells the companys products either doortodoor or through shops. Huls history hul is a subsidiary of unilever ltd, england found in 1885 by lever bro.
Dec 14, 2016 how unilever reaches rural consumers in emerging markets. Goruralindia has conceived a host of a special activities for targeting these unsung hotbeds of trading. Aithal srinivas institute of management studies, srinivas university, mangalore 575 001, india. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. Jan 10, 2019 competitive advantage in the marketing strategy of hul a leader in fmcg market. Pdf hindustan unilever limited a study on the marketing. In these rural, semi rural areas, access to tv and radio is limited and further constrained by poor availability of electricity. Kan khajura tesan is the first fully advertiser funded mobile based entertainmentondemand initiative in india. Acropdf a quality pdf writer and pdf converter to create pdf files. Care porter and gamble, often resulted in success of rural marketing in india. Competitive advantage in the marketing strategy of hul a leader in fmcg market. Sep 28, 20 at hindustan unilever limited hul, we have always believed in an approach of doing business which we call doing well by doing good. Hul markets and sells its health and beauty care products to lowincome consumers in rural indian villages.
Further the analysis is based on identifying the major problems faced in tapping the rural market and the potential of hul. Discuss initiatives of hul in rural markets within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. Rural marketing an integrated approach, pearson education, delhi. Project shakti promotes the income generating capabilities of underprivileged rural. Hul was the first company to step into the indian rural marketing. This same rule stands good for rural marketing also. How unilever reaches rural consumers in emerging markets. But, this scenario is slowly changing and importance is given to the need of the rural consumer. Hindustan unilever is one of the biggest fast moving companies of consumer goods with at least twothirds of the population using its products at one time or the other. Performance of hul shakti ammas in anantapur district dr. Heres how some companies are joining the next leap. The brand, which saw unparalleled success, promised to protect users from germs. Brands now understand the importance of rural market.
Rural marketing has become the latest mantra of most corporate. With a presence in different consumer good segments along with the large skus of each brand in different product categories, hul is ruling the market. Hindustan levers project shaktimarketing fmcg to the rural consumer case analysis notes section e, group 7 submitted by anshu khanna pgp17257 diksha singh pgp17267 mohd. Unilever took its inciative in rural marketing concept and introduced various distribution channels to understand the need of rural consumers. Rural marketing is a developing in pricing, promoting, and distributing rural specific goods and services. The marketing is well structured and integrated course of business studies. The promotional and advertising strategy in the hul hindustan unilever marketing strategy is as follows. At hindustan unilever limited hul, we have always believed in an approach of doing business which we call doing well by doing good. Such villages often lie entirely outside the reach of mainstream media, and they cannot be reached cost effectively through the usual marketing channels, such as retail stores or online shopping sites. Initiatives of hul in rural markets management paradise. A case study of hul 59 and path breaking innovations. Jan 27, 2010 it will also tap project shakti, an initiative hul started in 2001 to increase the companys distribution and provide rural women with income opportunities. An exclusive project report on hindustan unilever limited hul.
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