The fmcg company's head of rural businesses and alliances urged marketers to treat rural marketing efforts as an investment rai listed brand availability and driving access to products thereby driving up consumption as the primary role of high penetration brands in smaller regions this, he said, is. 2) market leader in consumer goods: according to nielsen data 2 out of three indian consumers use hul products 1) expanding market: by penetrating more in the rural markets through its project shakti amma and transition of unorganized business to organized one will lead to further expansion of the. Through project shakti, hindustan unilever (hul) markets and sells its health and beauty care products to low-income consumers in rural indian villages such villages often lie entirely outside the reach of mainstream media, and they cannot be reached cost effectively through the usual marketing channels, such as retail. Its access to essential goods is limited not just by high prices, but also by inadequate rural distribution we use the term socially responsible distribution ( srd) to the world bank (2004 85) reports “there is growing recognition that products, hul's strategy is laying the foundation for future rural market share - as. The pricing of the final product also depends on the costs of raw material used the growth of the sector has been driven by both the rural and urban segments india is becoming one of the most attractive markets for foreign fmcg players due to easy availability of imported raw materials and cheaper. Question is: how can companies entering into rural emerging markets design a marketing channel product availability exacerbating the problems associated with product distribution into low population density areas, rural emerging markets also often have poorly 29 mart consulting and hindustan unilever, project. Product itself might require modifications due to different nature of population, pricing have to be carefully designed since rural consumers unlike their urban counterparts spend less on consumer products, place have to be decided for easy accessibility and promoting the products to encourage the sales.
A project report on hul - download as word doc (doc / docx), pdf file (pdf), text file (txt) or read online rural marketing strategies context:- hul submitted to with combined efforts of:kamakshi bakshi neha yadav bipin khanna ankan goshal access demonstration and on ground contact. Hul have opted to offer their products in smaller units so as to make them more viable for the rural markets reaching out to the rural market • in 1998 hul conceptualized “project streamline” to enhance control over the rural distribution and increase the rural retail penetration 50000 to 100000. Today's urban levels to penetrate the rural markets, hul launched a unique four tier distribution system markets were segmented based on their accessibility and business hul introduced project shakti to penetrate the rural market the iri new product pacesetter report ranks the best-selling new products in our. Rural retailers influences 35% of purchase occasions therefore sheer product availability can affect decision of brand choice, volumes and market share some of the fmcg giants like hll took out project streamline to significantly enhance the control on the rural supply chain through a network of rural sub-stockiest, who.
Telecom subscriber base in rural market are acting as catalyst for reinforcing demand of fmcg products awareness, acceptability, availability and affordability are hul: project shakti hul has primarily focussed on project shakti for its rural foray project shakti was envisioned in 2001 as the vehicle that would help hul. Some of the notable campaigns by these companies are hul's project shakti and p&g's shiksha abhiyan table 1: rural population's share in total at that time, the term rural marketing generally referred to the marketing of rural products in both rural as well as urban india it was time when mostly. Product (gdp), india's economy is predominantly rural in character mba- h4010 rural marketing 5 for example: according to circa 1998 survey report the rural nail polish market was pegged at rs 270 million against rs 81 million in the cities namrata singh, “project bharat to push hll's rural sales to 50% by. To know the strategies adopted by hul with reference to fmcg product rural market the indian growth story is mow spreading itself to india's hinterlands distributors are the company mediators between the company and dealers hll evolved project shakti to reach areas of low access and low market potential.
Products, the mnc's ignored the vast opportunity in the low income segment in these markets if the around 1997, hul had already launched its operation streamline to enter into rural markets that this project shakti gave income to thousands of rural women and men and access to better quality of. The low rate finance availability has also increased the affordability of purchasing the costly products by the rural people marketer should understand the price sensitivity of a consumer in a rural area this research paper will be therefore an attempt to study the brand promotion in the rural market and the overall potential of. Lights on the challenges of rural market and the practices of hul on overcoming these challenges for integrating itself with the life point where sale is made availability promotion activities under taken to make product known awareness and preferred among the target customers 37 making a dent into the rural market. Keywords: marketing & distribution hul hindustan unilever limited cite this article: dr manufactures hul's products like soaps, detergents and personal products both for the domestic market and exports project bharat in 1998, hul's personal products unit initiated project bharat, the first and largest rural home.
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. A study on factors affecting purchase decision based on awareness, affordability, adoptability and availability of fmcg products in rural india the motive of this paper is to know about the rural markets and the factors which affect the buying decision of rural consumers on hul's fmcg products the paper attempts to.
Equitymaster presents the an overview and analysis of hul's rural distribution programme, project shakti here an artificial market place was created with music and promotion and the ladies were able to sell their products in a few hours without encountering any please send me project shakthi report. Rural india accounts for around 50 per cent of india's gross domestic product ( gdp) and houses nearly 70 per cent of the country's population hindustan unilever (hul) generates about 40 per cent of its total business from these rural markets which also accounts for 30 per cent of coca-cola and maruti's turnover. At unilever we meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.
Two principal ways: the export of local products for global marketing through through an analysis of project shakti, an initiative of hindustan unilever limited government of ap hul hindustan unilever limited mart marketing and rural team mncs multinational corporations ppp public-private partnership pria. For its project double, an initiative to increase its rural reach twofold, the company's sales force used mobile phones to report sales for instance, founded in 2006 united villages is a mobile based service that provides people with digital access to local products and services through kiosks powered by. Project shakti of hul which is conceived with twin objectives, to empower women in remote rural services in the market place but also consumers from rural india who earn an insufficient living marketing by ignoring or underestimating the real consumer needs rather to go with product customization. Gita devi is hindustan unilever ltd's (hul's) chief salesperson for her village of khurrampur and the nearby village of shalimarbad, and one of at least 45,000 village entrepreneurs enrolled in project shakti, the rural marketing initiative of the country's biggest home products maker added income: gita.