rural marketing initiatives of Hindustan unilever limited

1. RURAL MARKETING
INITIATIVES OF HUL
Submitted by,
A.VENKATESWAR
(18EPMB111)

2. HINDUSTAN UNILEVER LIMITED
Hindustan Unilever Limited is a
British-Dutch manufacturing
company headquartered in Mumbai,
India. Its products include foods,
beverages, cleaning agents,
personal care products, water
purifiers and consumer goods.

3. POWER BRAND OF HUL IN RURAL MARKET

4. HUL LAUNCHES MULTI-BRAND RURAL
ACTIVATION PROGRAMME
• “Khushiyon ki Doli” is a rural marketing initiative launches in three states – Uttar
Pradesh, Andhra Pradesh and Maharashtra.
• The main objective of the campaign is to reach out to media dark villages with HUL
brand messages and to engage with consumers deeply to rapidly change brand
adoption metrics. The main aim is to change attitudes of the rural mass to inculcate
good personal hygiene and through this create greater preference for the company
brands by association to daily hygiene habits

5. CONT….,
• Through a multi-brand approach, Khushiyon ki Doli also helps to create a cost
efficient rural activation module. It involves various personal care and home care
brands of HUL including Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and
Closeup. The module follows a 3-step process, starting with awareness, moving on to
consumer engagement and finally retail contact.
• One of the unique aspects of this initiative is the use of technology to bring alive the
benefits of our brands in a simple and compelling manner. The other unique
characteristic feature of this initiative is the effective use of popular traditional
symbols with technology to create more acceptance. For example, the brand films
and hygiene messages are shown to the consumers through the use of Palki.

6. GROWTH PATTERN OF HUL IN RURAL
MARKET

7. CURRENT PROCESS
• According to the report, HUL primarily enhanced its direct retail presence in rural
areas, adding 17,000 Shakti Ammas (female distributors) in 2013-14.
• According to estimates, HUL's retail footprint is about two million stores in rural
areas; to ensure the right set of products reaches the right set of consumers in these
markets, the company directly covers about a half of these stores.
• HUL is also driving the 'perfect village' initiative, through which consumers are
educated about categories such as conditioners, face-wash, body lotions, fabric
conditioners and liquid hand-wash. The initiative, which began in eight key states
last year, is expected to be expanded this year.

8. THANK YOU