Preview

Hul Limited

Powerful Essays
Open Document
Open Document
5664 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
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


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
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Rural Marketing of Dabur
    • 257 Words
    • 2 Pages

    Rural Marketing of Dabur

    Here is an interesting example of rural marketing in India FMCG major Dabur is unleashing a marketing blitz across the country through beauty pageants, singing contests and model hunts to penetrate rural and semi-urban market. Dabur is focusing on states like UP, Punjab, Bihar, Rajasthan and MP for promoting various brands, including Dabur Amla Hair Oil, Vatika hair care range and Gulabari skin care products.…

    • 257 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Marketing Strategy for Bottom of Pyramid Customers: A Case Study of Nokia
    • 1294 Words
    • 6 Pages

    Marketing Strategy for Bottom of Pyramid Customers: A Case Study of Nokia

    Over the past few years, business leaders and strategists around the world have increasingly been focusing their attention on the challenges of intense competition and slowing growth in high income markets. This has led many of them to reconsider the potential of emerging and low income markets. Rising purchasing power, changing consumption patterns, increased access to information and communication technology, improving infrastructure and government initiatives to boost the main constituent of Indian BOP market I, e Rural/Rur-ban markets. Shifts in occupation towards more predictable income streams have led to creation of new consuming class. There is increased need for products and services to reach these consumers spread across a wider geography and higher disposable incomes.…

    • 1294 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    rural marketing.. coke vs pepsi
    • 4685 Words
    • 19 Pages

    rural marketing.. coke vs pepsi

    The Indian rural market with its vast size offers great opportunities to the marketers. Two-third s of the Indian consumers reside in rural areas and almost 1/2 of the national income is generated here in these areas. It is thus natural that the rural markets form an integral and important part of the overall market of India. Our nation is made up of around 450 districts, and approximately630000 villages which can be sorted out on the basis of different parameters such as literacy levels, accessibility, income levels, penetration, etc .The success of any brand in the Indian rural market is very unpredictable. It has always been very difficult to judge the rural market. Many brands have failed miserably for reasons unknown .More often than not, people attribute rural market success to luck. Therefore, marketers have to understand the dynamics and attitudes within each and every village…

    • 4685 Words
    • 19 Pages
    Good Essays
    Read More
  • Good Essays

    CAN Cottle SM GroupA12
    • 1351 Words
    • 12 Pages

    CAN Cottle SM GroupA12

    The product line of the company is also extensive. But the majority of the untapped market lied in the rural sector which had not yet been penetrated. Thus it would be advisable to look into the sector by focusing mainly on the product mx of the company. It can be done so by using low-end products to maximum along with the high-end products.…

    • 1351 Words
    • 12 Pages
    Good Essays
    Read More
  • Powerful Essays

    Growth Scenario of “Rural Marketing” in India
    • 3477 Words
    • 14 Pages

    Growth Scenario of “Rural Marketing” in India

    A debate continued for a long time amongst the Indian marketers, both practitioners & academicians, on the justification for the existence of the distinct discipline of rural marketing. Consequently, two schools of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in rural areas. However, the second school saw a clear distinction between urban & rural India, & suggested a different approach, skills, tools & strategies to be successful in rural markets.…

    • 3477 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    case study
    • 7161 Words
    • 66 Pages

    case study

    The project studies the various aspects related to rural retail in India. It proposes an ideal…

    • 7161 Words
    • 66 Pages
    Powerful Essays
    Read More
  • Best Essays

    Consumer Behavior of Rural Person
    • 5696 Words
    • 23 Pages

    Consumer Behavior of Rural Person

    Prof. (Dr.) S L Gupta & Arun Mittal Abstract The Fast Moving Consumer Goods (FMCG) sector is very important for Indian economy. This sector touches every aspect of human life. The FMCG companies are now encashing that opportunity. In rural India, this is the fact about the consumers that their income is increasing and the lifestyles are changing. There are as many middle-income households in the rural areas as there are in the urban. Thus the rural marketing has been growing steadily over the years and is now bigger than the urban market for FMCGs. Globally, the FMCG sector has been successful in selling products to the lower and middle-income groups. Many companies including MNCs and regional players started developing marketing strategies to capture the rural market in depth by using innovative and modern marketing techniques. There is no doubt that consumers in rural markets should be treated differently from urban consumers because they are different on the basis of many variables. Present study is focused on understanding the various aspects of consumer behaviour and brand preference in rural market.…

    • 5696 Words
    • 23 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Lux- Case Study
    • 728 Words
    • 3 Pages

    Lux- Case Study

    Unilever was created in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw material for both margarines and soaps and could be imported more efficiently in larger quantities. Over the last four decades, Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi people to remove the daily drudgery of life. Over 90% of the country’s households use one or more of their products. To improve the market share Unilever Bangladesh give special focus to the rural market. But to do this they have faced lots of problem. To overcome those problem they have take different activation program. As a result of increased brand awareness, there have been considerable shifts in consumer preferences from loose (non-brand) to brand products. Rural consumers are increasingly opting for popular brands which have wide exposure as a result of extensive advertising campaigns And by this they are successful I the rural area. Unilever product is most popular in the rural market.…

    • 728 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Change in Consumer Behaviour
    • 1622 Words
    • 7 Pages

    Change in Consumer Behaviour

    References: * Das, V. M. “Consumer issues in development: A perspective in studying Indian rural consumers”, 1987…

    • 1622 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Rural Marketing
    • 2580 Words
    • 11 Pages

    Rural Marketing

    Around 700 million people, or 70% of India's population, live in 6,27,000 villages in rural areas. 90% of the rural population is concentrated in villages with a population of less than 2000. Rural marketing is as old as the civilization. Surplus of agro - products are exchanged in earlier days in the barter system. The introduction of currency, transport, and communication has increased the scope of rural market. This paper discusses the present scenario of rural marketing especially rural produce, and its importance, current trends, and highlights certain problems related to rural marketing. Further it highlights the improvements that make the rural marketing system most effective.…

    • 2580 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Hul - Fmcg Customer Preference and Brand Relationship
    • 18084 Words
    • 73 Pages

    Hul - Fmcg Customer Preference and Brand Relationship

    I, Ramandeep Singh, student of Bacholar of Business Administration from IITM, D-29, Industrial Area, Janakpuri, New Delhi hereby declare that I have completed Report on “Customer Preference & Brand Relationship for FMCG Products” as part of the course requirement.…

    • 18084 Words
    • 73 Pages
    Good Essays
    Read More
  • Good Essays

    Rural Marketing Mba
    • 11056 Words
    • 45 Pages

    Rural Marketing Mba

    Nature of Rural market:1. Large, diverse and scattered market:Rural marketing in India is large, and scattered into a number of regions. There may be less number of shops available to market products. 2. Major income of rural consumers is from agriculture:Rural prosperity is tied with agriculture prosperity. In the event of crop failure, the incomes of masses is directly affected. 3. Traditional outlook:Villages develop slowly and have a traditional outlook. Change is a continuous process but rural people accept change gradually. This is gradually changing due to literacy especially in the youth who have begun to change the outlook in the villages. 4. Standard of living and rising disposable income of the rural customers:It is known that majority of the rural population lives below poverty line and has low literacy rate, low savings etc. Today the rural customers spends money to get value and is aware of the happening around him. 5. Rising literary levels:It is documented that approximately 45% of rural Indians are literate. Hence awareness has increase and the formats are well informed about the world around them. They are also educating themselves on the new technology for a better life style. 6. Diverse socio economic…

    • 11056 Words
    • 45 Pages
    Good Essays
    Read More
  • Good Essays

    Rural Marketing
    • 2936 Words
    • 12 Pages

    Rural Marketing

    The Indian rural market with its vast size and demand base offers great opportunities to marketers. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here.…

    • 2936 Words
    • 12 Pages
    Good Essays
    Read More
  • Powerful Essays

    Tapping Rural Market
    • 2181 Words
    • 9 Pages

    Tapping Rural Market

    Rural market is getting an importance because of the saturation of the urban market. As due to the competition in the urban market, the market is more or so saturated as most of the capacity of the purchasers have been targeted by the marketers. So the marketers are looking for extending their product categories to an unexplored market i.e. the rural market. This has also led to the CSR activities being done by the corporate to help the poor people attain some wealth to spend on their product categories. Here we can think of HLL (now, HUL) initiatives in the rural India. One of such project is the Project Shakti, which is not only helping their company attain some revenue but also helping the poor women of the village to attain some money which is surely going to increase their purchasing power. Also this will increase their brand loyalty as well as recognition in that area. Similarly we can think of the ITC E-Chaupal, which is helping the poor farmers get all the information about the weather as well as the market price of the food grains they are producing.In other view these activities are also helping the companies increase their brand value. So as it is given above the significance of the rural market has increased due to the saturation of the urban market as well as in such conditions the company which will lead the way will be benefited as shown by the success of HUL and ITC initiatives.…

    • 2181 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Coca Cola India Distribution Strategy
    • 4980 Words
    • 25 Pages

    Coca Cola India Distribution Strategy

    “No consumer goods company today can afford to forget that the rural market is a very big part of the…

    • 4980 Words
    • 25 Pages
    Powerful Essays
    Read More

Related Topics