Hul truly exemplifies in the innovation of rural products like chic shampoo etc the impacts of the rural marketing on rural consumers have been cited in this case. Iv)the strategy taken by hindustan unilever ltd (hul) to enter the rural sector, which has remained insulated so far, is a good one in states like maharashtra, gujarat, andhra pradesh, delhi and haryana, the company is expanding steadily by expanding their network of dealers and making themselves household names. How hul won in rural markets january 27, 2010 12:15 ist a fter tapping the premium and popular segments, hul has entered the lower end of the tea market with its new offering, brooke bond sehatmand.
Marketing of hul adopting the 4a'smodel, which is considered to be more customers oriented as per figure 2, the4a's of rural marketing mix ie affordability, availability, acceptability and the awareness have been now universally accepted both by practiconers and the academicians, as touch stone for the success of any product/ business strategy in the rural market. Hul¶s project shakti hul has been proactively engaged in rural development since 1976 with the initiation of the integrated rural development programme in the etah district of uttar pradesh haryana health & hygiene and infrastructure development. The 4ps and 4 as of rural marketing most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience but, this scenario is slowly changing and importance is given to the need of the rural consumer. Initiatives of hul in rural markets discuss initiatives of hul in rural markets within the marketing management ( rm , im ) forums, part of the resolve your query - get help and discuss projects category this word doc can help us get knowlege of how these big giants penetrate the rural market.
Hul's products, are distributed through a network of 4,000 redistribution stockists, covering 63 million retail outlets reaching the entire urban population, and about 250 million rural consumers there are 35 c&fas in the country who feed these redistribution stockists regularly. The rural marketing mix as a marketing mix of company includes 4 p‟s ie product, price, place, promotion the 4 p‟s of marketing have to be modified according to the requirements and expectations of the. With its shakti initiative, hindustan unilever limited (hul) pioneered the concept of training local women as rural sales agents who sell unilever products door to door in their communities. Hindustan lever limited (hul) is top of the mind with their successful rural marketing projects like 'project shakti' and 'operation bharat' the project covered 13 million rural households by the end of 1999in 1998 hul‟s personal products unit initiated project bharat.
70% of the indian population lives in rural areas this segment, commonly referred to as the 'bottom of the pyramid', presents a huge opportunity for companies unilever's indian subsidiary, hindustan lever ltd (hll), considered one of the best-managed companies in india, understands the importance of rural marketing. In this paper we have thrown the lights on the challenges of rural market and the practices of hul on overcoming these challenges for integrating itself with the life of rural customers keywords: rural marketing mix, rural marketing mix policy, challenges of rural market. Rural marketing initiatives hindustan lever limited hll distribution strategy future of rural market urban market has become congested with too many competitors 1)launched awareness programs related to health and hygiene with ngo's ,united nations development programme (undp) goal: cover 75. Documents hll's innovative approach to penetrate rural markets (with populations less than 1,000), where two-thirds of india's population lives, with a scheme named shakti (meaning empowerment.
Companies like hul, itc, lg, mahindra have given a new format for rural marketing they have done a great job so, the marketing is always have the difference in urban and rural, which makes the companies to think over the marketing mix. Hll's rural marketing initiatives began way back in 1988, when the company had launched 'wheel' for the rural and lower income urban consumer these efforts had intensified since the late 1990s when hll like many other companies faced flat growth in the urban markets. Hindustan unilever limited (hul), formerly known as hindustan lever limited (hll), is the largest consumer products company in india the name hul came into vogue in late june 2007.
Hul gets more than a third of its sales from rural markets, which were growing twice as fast than urban areas but since tha last two years, the pace of growth in the hinterlands slowed down hul, however, feels it will pick up soon. Moreover, hul will see an increase in competition in detergents, with ghari in rural areas, and tide in urban areas competitive intensity in soaps like lifebuoy and the skin care segments is also. Rural marketing definition:- rural marketing can be defined as a function which manages all those activities in asserting, stimulating and converting the purchasing power of rural people into an effective demand for specific products and services thereby achieving the goals of the organisation.
Pradeep kashyap, ceo of rural marketing consultancy mart, says he's seen several instances of shopkeepers offering low-priced brands (other than hul), if they knew they had to sell on credit to. Retailing in rural market a n aca d e m i c re s ea r ch j o u rn a l s sajmmr: south asian journal of marketing & management research rural retail revolution: the rise of rural market ashish gupta research scholar, school of management studies, motilal nehru national institute of technology, allahabad, india.
And thus creating a consumer capacity is an ultimate comprehensive strategy to win the challenges of dynamic ever changing modern marketing and creates new opportunities like rural marketing and wins the same for a sustainable business, corporate, customer and national development and is thus a boon for the indian marketers. A marketing strategy which is hugely untapped by most of the companies is employing the villagers themselves to market the productshul has been the pioneer in this form of marketing by the launch of the campaign hul shakti where women in villages are employed to form a distribution network of hul products in the rural areas. The shakti entrepreneurs are also brand ambassadors for all hul brands in rural india their relationship with consumers is forged by their home-to-home contacts, and goes a long way in building brand loyalty. Our partnership with hul offers the rural entrepreneur a profitable business model while operating i-shakti kiosks also, low cost delivery and customized products will result in higher benefit through enhanced economic gains for the rural consumers.