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8/6/2019 Rural Marketing Strategies of HUL
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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
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