Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

HUL rural Marketing strategies

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Prochain SlideShare
pricing
pricing
Chargement dans…3
×

Consultez-les par la suite

1 sur 15 Publicité

Plus De Contenu Connexe

Plus récents (20)

Publicité

HUL rural Marketing strategies

  1. 1. HUL RURAL MARKETING STRATEGIES SUBMITTED TO :PROF VISHWANTHA M R Presented by MUTAHIRA
  2. 2. HUL HISTORY ■ HUL is a subsidiary of Unilever ltd, England. ■ Founded in 1885 by lever bro and at that time company was known as William Hesketh Lever. ■ Entered the Indian market in 1888. ■ One of the oldest multinational companies . ■ Its products are available in around 190 countries. ■ Unilever owns over 400 brands.
  3. 3. HUL Products.
  4. 4. HUL MOVE TOWARDS RURAL MARKET ■ HUL entered after 1960. ■ There are two parts of Indian population rural and urban. ■ 65.53 % of people live in rural areas. ■ It presented huge opportunity for companies like HUL. ■ HUL drives around 60 % of sales from rural areas.
  5. 5. WHY HUL ENTERED RURAL MARKET ■ Competition in urban market. ■ Changing consumption pattern in rural areas. ■ Improved lifestyle. ■ Huge population base. ■ Rapidly growing market.
  6. 6. Rural Product Strategy ■ Simple and easy to use products. ■ Convenient and cost effective packaging. ■ Packaging that only adds to the cost and does not provide any additional convenience. ■ Products should be able to cater to the distinct needs of rural customers and provide value for money. ■ Example- breeze 2 in 1
  7. 7. Rural Pricing Strategy ■ Price sensitive and value for money. ■ Marketers have to devise strategies that can make their product affordable for rural customers. ■ HUL opted to provide their products in smaller units so as to make them more viable for rural customers. ■ Concept of value engineering. ■ Replacing the costly raw materials with cheaper ones without affecting quality of the product. ■ Example- LUX TOILET SOAP 25gm
  8. 8. Rural Place (Distribution) Strategy ■ Direct contact with local vendor and retailors has to be established. ■ Cooperative societies. ■ Village weekly markets. ■ Public distribution system ■ Example- HUL uses vans to deliver its products.
  9. 9. Rural promotion strategy. ■ Promotional activities through media that are comfortable and accessible by rural people. ■ Positive word of mouth. ■ Traditional art forms. ■ Village panchayat. ■ Advertising on walls etc.
  10. 10. HUL Strategies ■ Low price points. ■ Local language ■ Rural penetration ■ Indirect coverage approach ■ Operation harvest ■ Cinema van operation ■ Project shakti ■ Project Khushiyon Ki Doli
  11. 11. Project Shakti ■ 2000-2001 in Nalgonda district in Indian state of Andhra Pradesh. ■ Focused o self help groups. ■ The model hinges on win to win relationship. ■ Shakti Amma ■ Shakti Amma covers 6-10 villages. ■ Project is the combination of micro credit, training of such workers. ■ Products –lifebuoy, lux, ponds etc. ■ 15% increase in sales in rural areas in Andhra .
  12. 12. Khushiyon ki Doli ■ Launched in 2010 in rural areas. ■ Main objective was to create awareness with the use of technology,. ■ Four set of dolis or palkis were moved around the village which contained some equipment's like LCD TV , DVD player. ■ Housewives were the main target. ■ Few games and prizes for making campaign interesting. ■ Followed a three step process.
  13. 13. Video link ■ https://youtu.be/0JXVhxcwClM

×