HUL has pursued several strategies to target rural markets in India effectively. As 65.53% of Indians live in rural areas, HUL recognized rural markets as a huge opportunity. Some of HUL's key rural marketing strategies include developing simple and affordable products and packaging, using price points tailored to rural customers' budgets, and establishing direct distribution networks to small vendors and retail stores in villages. HUL also employs promotional activities suited to rural audiences through traditional art forms, village leaders, and mobile advertising. Specific initiatives like Project Shakti and Khushiyon Ki Doli help raise brand awareness and increase rural sales.

1. HUL RURAL MARKETING
STRATEGIES
SUBMITTED TO :PROF VISHWANTHA M R
Presented by
MUTAHIRA

2. HUL HISTORY
■ HUL is a subsidiary of Unilever ltd, England.
■ Founded in 1885 by lever bro and at that time company was known as William
Hesketh Lever.
■ Entered the Indian market in 1888.
■ One of the oldest multinational companies .
■ Its products are available in around 190 countries.
■ Unilever owns over 400 brands.

3. HUL Products.

4. HUL MOVE TOWARDS RURAL
MARKET
■ HUL entered after 1960.
■ There are two parts of Indian population rural and urban.
■ 65.53 % of people live in rural areas.
■ It presented huge opportunity for companies like HUL.
■ HUL drives around 60 % of sales from rural areas.

5. WHY HUL ENTERED RURAL
MARKET
■ Competition in urban market.
■ Changing consumption pattern in rural
areas.
■ Improved lifestyle.
■ Huge population base.
■ Rapidly growing market.

7. Rural Product Strategy
■ Simple and easy to use products.
■ Convenient and cost effective packaging.
■ Packaging that only adds to the cost and does not provide any additional
convenience.
■ Products should be able to cater to the distinct needs of rural customers and
provide value for money.
■ Example- breeze 2 in 1

8. Rural Pricing Strategy
■ Price sensitive and value for money.
■ Marketers have to devise strategies that can make their product affordable for
rural customers.
■ HUL opted to provide their products in smaller units so as to make them more
viable for rural customers.
■ Concept of value engineering.
■ Replacing the costly raw materials with cheaper ones without affecting quality of
the product.
■ Example- LUX TOILET SOAP 25gm

9. Rural Place (Distribution) Strategy
■ Direct contact with local vendor and retailors has to be established.
■ Cooperative societies.
■ Village weekly markets.
■ Public distribution system
■ Example- HUL uses vans to deliver its products.

10. Rural promotion strategy.
■ Promotional activities through media that are comfortable and accessible by
rural people.
■ Positive word of mouth.
■ Traditional art forms.
■ Village panchayat.
■ Advertising on walls etc.

11. HUL Strategies
■ Low price points.
■ Local language
■ Rural penetration
■ Indirect coverage approach
■ Operation harvest
■ Cinema van operation
■ Project shakti
■ Project Khushiyon Ki Doli

12. Project Shakti
■ 2000-2001 in Nalgonda district in Indian state of Andhra
Pradesh.
■ Focused o self help groups.
■ The model hinges on win to win relationship.
■ Shakti Amma
■ Shakti Amma covers 6-10 villages.
■ Project is the combination of micro credit, training of such
workers.
■ Products –lifebuoy, lux, ponds etc.
■ 15% increase in sales in rural areas in Andhra .

13. Khushiyon ki Doli
■ Launched in 2010 in rural areas.
■ Main objective was to create awareness with the use of technology,.
■ Four set of dolis or palkis were moved around the village which contained some
equipment's like LCD TV , DVD player.
■ Housewives were the main target.
■ Few games and prizes for making campaign interesting.
■ Followed a three step process.

14. Video link
■ https://youtu.be/0JXVhxcwClM