Hindustan Unilever Limited (HUL) is a manufacturing company headquartered in Mumbai, India that produces foods, beverages, cleaning agents, and personal care products. HUL launched a rural marketing initiative called "Khushiyon ki Doli" in three Indian states to promote its brands in rural areas through awareness campaigns, consumer engagement, and retail partnerships. The initiative uses traditional symbols and technology to educate consumers about hygiene habits and HUL products through media like mobile trucks. HUL has also expanded its direct retail presence in rural India through over 17,000 female distributors and aims to directly cover half of its over two million retail stores in rural areas.

1. Rural marketing
initiatives of HUL
SUBMITTED BY,
A.VENKATESWAR
(18EPMB111)

2. Hindustan unilever limited
Hindustan Unilever Limited is a British-
Dutch manufacturing company
headquartered in Mumbai, India. Its
products include foods, beverages,
cleaning agents, personal care products,
water purifiers and consumer goods.

3. Mission, vision and Tagline of HUL:
Mission- “To bring social change through its brands”
Vision- “To make sustainable living commonplace”
Tagline-“Each product in its portfolio have different taglines”.

4. Power brand of hul in rural market

5. Communication mix or promotional mix:
In marketing, the promotional mix
describes a blend of promotional
variables chosen by marketers to
help a firm reach its goals.
It has been identified as a subset of
the marketing mix

6. Promotions in the Marketing mix of
Hindustan Unilever ( HUL )
◦ Hindustan Unilever is a very large company with lots of brands and
products so its promotional policies are varied and extensive.
◦ It has taken the help of advertisements to create consciousness about
its products. Sharing product knowledge through the print media like
periodicals and various newspapers is also a good promotional strategy
◦ Sometimes coupons are attached with local newspapers to advertise and
promote the products.
◦ Hindustan Unilever has utilized the electronic media for its promotions as the
ads are on television at regular intervals.
◦ It has also posted detailed information about its products along with
advertisements on the websites to maintain consumer awareness.

7. HUL launches multi-brand rural
activation programme
“Khushiyon ki Doli” is a rural marketing initiative launches in three
states – Uttar Pradesh, Andhra Pradesh and Maharashtra.
The main objective of the campaign is to reach out to media dark
villages with HUL brand messages and to engage with consumers
deeply to rapidly change brand adoption metrics. The main aim is to
change attitudes of the rural mass to inculcate good personal
hygiene and through this create greater preference for the company
brands by association to daily hygiene habits

8. Cont….,
Through a multi-brand approach, Khushiyon ki Doli also helps to create a cost
efficient rural activation module. It involves various personal care and home care
brands of HUL including Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and
Closeup. The module follows a 3-step process, starting with awareness, moving
on to consumer engagement and finally retail contact.
One of the unique aspects of this initiative is the use of technology to bring alive
the benefits of our brands in a simple and compelling manner. The other unique
characteristic feature of this initiative is the effective use of popular traditional
symbols with technology to create more acceptance. For example, the brand
films and hygiene messages are shown to the consumers through the use of
Palki.

9. Growth pattern of hul in rural market

10. Current process
According to the report, HUL primarily enhanced its direct retail presence in
rural areas, adding 17,000 Shakti Ammas (female distributors) in 2013-14.
According to estimates, HUL's retail footprint is about two million stores in rural
areas; to ensure the right set of products reaches the right set of consumers in
these markets, the company directly covers about a half of these stores.
HUL is also driving the 'perfect village' initiative, through which consumers are
educated about categories such as conditioners, face-wash, body lotions, fabric
conditioners and liquid hand-wash. The initiative, which began in eight key
states last year, is expected to be expanded this year.

11. Thank you