HUL RURAL MARKETING
SUBMITTED TO :PROF VISHWANTHA M R
■ HUL is a subsidiary of Unilever ltd, England.
■ Founded in 1885 by lever bro and at that time company was known as William
■ 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.
HUL MOVE TOWARDS RURAL
■ 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.
WHY HUL ENTERED RURAL
■ Competition in urban market.
■ Changing consumption pattern in rural
■ Improved lifestyle.
■ Huge population base.
■ Rapidly growing market.
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
■ Products should be able to cater to the distinct needs of rural customers and
provide value for money.
■ Example- breeze 2 in 1
Rural Pricing Strategy
■ Price sensitive and value for money.
■ Marketers have to devise strategies that can make their product affordable for
■ 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
■ Example- LUX TOILET SOAP 25gm
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.
Rural promotion strategy.
■ Promotional activities through media that are comfortable and accessible by
■ Positive word of mouth.
■ Traditional art forms.
■ Village panchayat.
■ Advertising on walls etc.
■ Low price points.
■ Local language
■ Rural penetration
■ Indirect coverage approach
■ Operation harvest
■ Cinema van operation
■ Project shakti
■ Project Khushiyon Ki Doli
■ 2000-2001 in Nalgonda district in Indian state of Andhra
■ 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
■ Products –lifebuoy, lux, ponds etc.
■ 15% increase in sales in rural areas in Andhra .
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.
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