Formed in 1933 Lever Brothers India.

Operation involves over 2000 suppliers & associates.

Indias largest fast moving consumer goods company.
Over 125 brands (in 1000 packs).
Direct coverage of 1 million of Indias 4 million retailers
2000 suppliers
Leadership in home and personal care, food and beverages and specialty
chemicals.
It has 40 factories across India.
Over 40,000 employees.
Net foreign exchange earner, Super-star trading house.
Our purpose is to meet the
EVERYDAY needs of people
everywhere
to anticipate the aspirations of our
CUSTOMERs and to respond
CREATIVELY & COMPETITIVELY
with branded products and
Services which raises the QUALITY
of LIFE.
INDIAN RURAL AREA
SCENARIO
India has 6,38,365 villages,, 4500
regulated markets, 22000 primary rural
markets, ,about 1.5 million rural sales
outlets and about 60,000 fair price shops.
Two third of consumers live in Rural
areas
Half of National Income is generated in
rural area
According to NCAER, ORG-MARG rural
markets are growing at five times the rate
of urban markets.
The NCAER (National Council of Applied
Economic research ) estimates that rural
market for FMCG durables and vehicles
alone is worth Rs. 11,500.

PROFILE OF RURAL MARKETING
Large and scattered market
Large numbers consumers
Major income from agriculture
Low standard of living
Traditional outlook
Diverse socio-economic background
Changing demand pattern
Infrastructure facilities
Saving habits
Media research
Communication facilities

HUL VIEWS ON RURAL
MARKET
The rural market has the great opportunities.

Low priced products can be more successful in rural markets
because the low purchasing, purchasing powers in rural
markets.
Rural consumers have mostly homogeneous group with
similar needs, economic conditions and problems.
The rural markets can be worked with the different media
environment as opposed to press, film, radio and other urban
centric media exposure.

HUL RESEARCH
OBJECTIVES
To analyze the present promotion strategy of few brands in
rural markets.
To measure the success of rural marketing campaign of few
brands in Terms of consumer appreciation.
To study the determinants of specification factors which can
decide the success the rural promotion strategy.
To evaluate the effects of adopting the specific brand
ambassadors in the rural marketing context.
To present suffocate on above-mentioned objectives.

HUL RURAL INITIATIVES
Created income-generating capabilities for underprivileged
rural women

Provided a sustainable micro enterprise opportunity,

Improved rural living standards through health and hygiene
awareness.

Offered a range of mass-market products to the SHGs, which
are relevant to rural customers.




Contt.
HUL is investing significantly in resources who work with the
women on the field and provide them with on-the-job
training and support.

HUL imparts the necessary training to groups on the basics of
enterprise management

IT-based rural information service has been developed to
provide information and services to meet rural needs in
agriculture, education, vocational training, health and
hygiene.

PRODUCT
PERSONAL CARE
LAUNDRY
SKIN CARE
ORACLE, HAIR CARE & TEA
PRICE
Psychological pricing.
Pricing as per the
customers
ability to pay by
reducing quantity.
Target oriented
pricing.
Differential pricing.
Penetration Pricing.
PLACE
Company uses all means of
transports that range from
trucks, auto rickshaws, cycle
rickshaws etc to reach rural
areas.
It distribute through hub and
spoke distribution system.
The initiative of HUL in
distribution was supported by
extensive marketing in the
mass media as well as through
outdoor advertising.

CHANNEL
STRUCTURE

Production
Plant Warehouse
Depot Warehouse
Distribution Warehouse
Retailer
Consumer



Production

Plant Warehouse

Distributor

Retailer

Consumer

ADVERTISEMENTS
T.V
RADIO
PRINT
PUBLIC RELATION
HAATS AND FAIRS
SHAKTI PROJECT
SHAKTI PROJECT

Changing
Lives In Rural
Area
PROJECT SHAKTI VISION

To Reach all villages in India by
Creating Sustainable livelihood
opportunities and Enhancing the
standard of living

PROJECT SHAKTI
INTRODUCTION
Development of Women Entrepreneurs in villages

Develop SEs as change agents in the villages

Build HLL brands in Rural India

WHY SHAKTI
Business Objectives
Create reach in villages with poor Infrastructure
Develop a system of brand communication in media dark
villages
Social Objectives
Impact the lives of underprivileged women in villages
Enhance the standard of living in villages by development
interventions

SHAKTI-MOST
IMPORTANT INITIATIVE
Coverage: over 5 lakh villages uncovered
No other channel reaches directly to consumers
Approach in social and not purely business
Win Win (benefits every one)
Impacting lives
Focus not only on reach but on
Communication (in media dark villages)
Changing behaviour and standard of living

Survival,
Profit &
Growth
Intense
Competition
New
Customer
Target
Changing
Customer
Needs
Explore
New
Techniques
FINANCIAL TREND
SWOT ANALYSIS
STRENGTHS:
DISTRIBUTION NETWORK
STRONG BRANDS
LOW COST OF OPERATIONS

WEAKNESSES:
SMALL SCALE SECTOR RESERVATIONS
LIMIT ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE

OPPORTUNITIES:
LARGE DOMESTIC MARKETS
EXPORT POTENTIAL
HIGHER INCOME AMONG PEOPLE

THREATS
PIRACT
TAX AND REGULATORY SECTOR
SLOWDOWN IN RURAL DEMAND

LOOKING FORWARD . . .
INTERVIEW





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