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8/2/2019 Project Shakti, by- Amit Kumar Yadav
1/19
PROJECT SHAKTI(A BUSINESS INITIATIVE WITH SOCIAL BENEFITS)
PRESENTED BY __
AMIT KUMAR YADAV
SEC B, ROLL NO. 09GLAITM, MATHURA
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HINDUSTAN UNILEVER LIMITED(HUL)
About the company:
(HUL) Formerly known as HLL, is India's largest
FMCG Public company formed in the year 1933.
Head quarters : Mumbai.
_Unilever sells Foods & Home and Personal Care
brands in about 100 countries world wide.
_HUL is also one of the country's largest exporters.
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PRODUCT PROFILE
Home & Personal Care: 2 categories:1. Detergents: All the detergents and dishwashers are covered in
this. For example, Vim,Rin, Surf-Exel.
2. Personal Products: This comprises of all the products related
to personal care. These are as follows: Oral: toothpaste and toothbrush (Pepsodent, Close Up)
Skin: soaps, talcum powder, fairness cream, body lotion, wintercream ( Pears, Vaseline, Fair & Lovely, Ponds)
Hair : Sunsilk, Clinic All Clear
Food : Kissan squashes and jams, Annapurna salt & atta, Liptontea, Bru coffee.
Water Purifier : Puriet Water Purifier.
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Continued
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HUL & RURAL DEVELOPMENT
HUL linked the companys core business with
rural development initiatives as it is mutually
beneficial to both the society at large and for
the company.
HUL is the pioneer who ventured into the
unknown territory.
Rural sales contribute around 40% to HULs
overall sales.
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Continued
HUL has been proactively engaged in rural
development since 1976 with the initiation of the
Integrated Rural Development Programme in
Uttar Pradesh.
LIFE BUOY SWASTHYA CHETANA:
Adoption of hygienic practices among rural
Indians and aims to bring down the incidence ofdiarrhoea, It has already touched 84.6 million
people in approximately 43890villages of 8 states.
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PROJECT SHAKTI
Project Shakti was launched in the year 2001 inthe Nalgonda district situated in Andhra Pradesh.
OBJECTIVE:
To create income-generating capabilities forunderprivileged rural women, by providing asustainable micro enterprise opportunity, and toimprove rural living standards through health and
hygiene awareness in 4,00,000 villages. It is the association between the company and
the self help groups and financial institutions.
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States covered by Project shakti
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functions
The Shakti Entrepreneur programme createsincome-generating capabilities for underprivileged rural women by providing them with a
sustainable micro-enterprise opportunity. The Shakti Vani programme improves rural
quality of life by spreading awareness of bestpractices in health and hygiene.
The I Shakti community portal tries to empowerrural communities by creating access to relevantinformation.
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Continued
Villages with a population of about
20003000 are selected.
HUL vouches for Shakti Ammas with banks for
credit.
One Shakti entrepreneur is appointed for one
village &Villages that are about 2 kilometres
apart from her village(satellite villages ).
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Continued
The Shakti dealer places initial orders worthRs.15,000/(principal customer of HUL).
Finance : Self+SHG+micro credit.
Training by the Rural sales promoter. TheShakti dealer organizes a shakti day in thevillage (display of products & free gifts)
Core Brands: Lifebuoy, Wheel,Pepsodent, Annapurna salt, Clinic Plus, Lux,Ponds, Nihar and 3 Roses tea.
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PRICING AND PACKAGING
Rural consumers are price sensitive & use
sachets and small packs of premium products.
Price doesnt exceed Rs.5 per sachet.
E.g.-- Lux at Rs.5,Lifebuoy at Rs.2, Surf Excel
sachet at Rs.1.50,Pond's Talc at
Rs.5,Pepsodent toothpaste at Rs. 5, Fair &
Lovely Skin Cream at Rs.5,Pond's Cold Cream
at Rs.5,Brooke Bond Taaza tea at Rs.5 etc.
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Future plans
Project Shakti plans to extend to the states of
West Bengal, Punjab and Rajasthan.
Partnership with other non-
competitor companies to sell their products
through the Shakti network.
Nippo, TVS Motor for mopeds, insurance
companies for LIC policies.
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CRITICAL ANALYSIS OF PROJECT
SHAKTI Project Shakti is a right blend of the sales objectives with
societal objectives.
Resulted in entrepreneurial development
economic empowerment
social empowerment (Opinion Leaders) of the Shakti Ammas.
The success of this project could be attributed to the pure genius ofits marketing mix.
product-premium products and products specifically for ruralmarkets, pricing, advertisement and distribution
better understanding of the psychology of the local consumer
behavior by the shakti Ammas. Increased brand awareness & Corporate image
Improved standard of living of the rural areas.
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ISSUES
Low margins.
Difficulty in acquiring finance.
Transportation. Low disposable income(dependence on
monsoon) etc.
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RECOMMENDATIONS:Increase the number of shakti dealers,
Availability of credit, Increase the margins,Introduce new products ( new PLC), Man power.
CONCLUSION:Project Shakti is enabling families to live withdignity and in better health & hygiene, educationof the children and an overall betterment in living
standards, it creates a win-win partnershipbetween HUL and the rural consumers for mutualbenefit and growth.
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Pics
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When my husband leftme I had nothing.
Today everyone knows me. I am someone.
__Rojamma (A.P.)
Thank you