Hul Limited
International Journal of Applied Research and Studies (iJARS) ISSN: 2278-9480 Volume 2, Issue 6 (June- 2013) www.ijars.in
Case Study
Rural Marketing: A Case Study on Hindustan Unilever Limited
Author:
Manpreet Kaur *
Address For correspondence:
Assistant Professor, Guru Gobind Singh College for Women, Sector – 26, Chandigarh
Abstract: In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. This paper is an attempt to find out the various initiatives taken by HUL to reach the rural consumer. Hindustan Unilever is the pioneer and largest player in India’s FMCG market. HUL was the first company to step into the Indian rural marketing. HUL started its first effort towards going rural 1960’s onwards, through indirect coverage of accessible rural market through its urban network stockists and distributors. HUL proactively engaged in rural development in 1976 with Integrated Rural Development Programme in Etah district of Uttar Pradesh. In 1990, HUL launched ‘Operation Streamline’ for distribution of products to inaccessible rural markets with High potential using unconventional transport like bullock carts, tractors and bicycles and appointed rural distributors and star sellers. In 2000, HUL started Project Shakti to reach inaccessible low potential rural markets. This project has reached 100,000 villages. HUL embarked upon Project Samuriddhi in 2003 to create sustainable villages in Dadra and Nagar Haveli. Today HUL’s products touch the lives of two out of every three Indians. INTRODUCTION Over the past few years, the rural markets have emerged as one of the most lucrative markets for Indian companies. In the recent
Case Study
Rural Marketing: A Case Study on Hindustan Unilever Limited
Author:
Manpreet Kaur *
Address For correspondence:
Assistant Professor, Guru Gobind Singh College for Women, Sector – 26, Chandigarh
Abstract: In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. This paper is an attempt to find out the various initiatives taken by HUL to reach the rural consumer. Hindustan Unilever is the pioneer and largest player in India’s FMCG market. HUL was the first company to step into the Indian rural marketing. HUL started its first effort towards going rural 1960’s onwards, through indirect coverage of accessible rural market through its urban network stockists and distributors. HUL proactively engaged in rural development in 1976 with Integrated Rural Development Programme in Etah district of Uttar Pradesh. In 1990, HUL launched ‘Operation Streamline’ for distribution of products to inaccessible rural markets with High potential using unconventional transport like bullock carts, tractors and bicycles and appointed rural distributors and star sellers. In 2000, HUL started Project Shakti to reach inaccessible low potential rural markets. This project has reached 100,000 villages. HUL embarked upon Project Samuriddhi in 2003 to create sustainable villages in Dadra and Nagar Haveli. Today HUL’s products touch the lives of two out of every three Indians. INTRODUCTION Over the past few years, the rural markets have emerged as one of the most lucrative markets for Indian companies. In the recent
References: 1. Azad, Priyanka(2010, November), “Go Rural: Marketing Mantra for the Competitive Era” Marketing Mastermind, pp.20-23. 2. Baijoor, Harish. (2009, June18). Knowledge@wharton. 3. Krishnamacharyulu, C.S.G. and Ramakrishna, Lalitha (2002). Rural Marketing. 4. Paul,Nidhi(2010 May),HUL’s “Khushiyon Ki Doli” – A new Campaign Strategy. www.technospot.in 5. Ramkishen,Y. (2004, 2nd Edition). Rural & Agricultural Marketing. 6. Sestiamohan, V.V. Narayana, M.S & Babu, Ramesh(2008, December), “Rural Marketing: Understanding Rural Markets: A competitive edge in tapping the potential in Rural India”, Marketing Mastermind, pp.37-42. 7. Srivastava, Samar. (2010, September). Hindustan Unilever’s Bharat Darshan,Forbes India. 8. Srivastava, Arpita. (2008, November), “Effective Product Positioning Strategies for the Rural Markets – A Winning Proposition”, Marketing Mastermind, pp.42-47. 9. Subramanian, Samanth. (2009 March), “ Mother of all rural marketing schemes”. www.livemint.com 10. Vijayraghavan, Kala. Malviya,Sagar. (2011 May), “Hindustan Unilever taps banks, telecom firms to reach rural India wider”, www.economictimes.indiatimes.com 11. HUL Corporate website. www.hul.co.in Manuscript Id: iJARS/ 506 14