This document discusses Unilever's rural marketing initiatives in India. It outlines strategies like the Shakti initiative which trains local women as sales agents using smartphone apps. It also discusses grassroots distribution efforts like using large FMCG stores as sub-distributors. The document also covers designing products tailored for rural customers, like selling products in small sachet packages. It discusses promoting responsible marketing and advertising as well as training managers to adopt a rural mindset.

1. UNILEVER:WORKING BEYOND
THE HORIZON
RIYA ASEEF
K06071
Date 26/11/2018PRESENTATION SKILLS

2. UNILEVER:RURAL MARKETING INITIATIVES
POOL WOMEN TO POWER SALES
UNDERTAKE GRASSROOTS DISTRIBUTION
OFFER SERVICES FOR RURAL CUSTOMERS
CREATE NEW CHANNELS FOR ADVERTISING
2
DESIGN PRODUCTS FOR RURAL CUSTOMERS
TRAIN MANAGERS TO ADOPT A RURAL MINDSET
PROMOTING HEALTHY BODY IMAGES
RESPONSIBLE MARKETING AND ADVERTISING

3. POOL WOMEN TO POWER SALES
SHAKTI
INITITATIVE
• Training local women as sales agents
• Smartphone apps for managing inventory
TRAINING
BEAUTICIANS
• 3 month program-Guddi Bajis(good sisters)
• Points awarded for incentives
• Furnishes income streams for women
3

4. UNDERTAKE GRASSROOTS DISTRIBUTION
Recruited large
FMCG stores to be
sub-distributors.
Owners get
discounts
Organizes product
demonstrations
with giveaways
Intensify rural
reach of its brands
4
OFFER SERVICES FOR RURAL CUSTOMERS
Platinum
store
campaign
ATMs
High
visibility
displays

5. DESIGN PRODUCTS FOR
RURAL CUSTOMERS
CREATE NEW CHANNELS FOR
ADVERTISING
5
MOBILE TECHNOLOGY FOR
AUDIO ENTERTAINMENT
AUTOMATIC FREE CALL BACK
LOW COST SINGLE-USE
PACKETS
DIFFERENT VERSIONS OF
THE SAME PRODUCT
SACHETS

6. PROMOTING HEALTHY BODY IMAGES
Committed to
building trust
through
responsible
practices and
transparent
communication.
Committed to
ensure that
products are safe
and provides clear
information on
use and any risk.
Committed to
support a
consumer’s right
to know what is in
the product
Committed to
leverage a
combination of
channel that
includes product
levels, websites
etc.
6

7. RESPONSIBLE MARKETING
AND ADVERTISING
TRAIN MANAGERS TO ADOPT
A RURAL MINDSET
7
Compulsorily work living in a village
Adapting inclusive growth strategies
Impart knowledge to people
Spread awareness through pledge programs
Social activity with a marketing strategy for social benefit
Evoke a behavioral change
Challenging current stereotype concepts
Advertisements focused on Learning and Development
Offering healthy and nutritious products
Conserving water
Social and environmental issues