Rural Marketing Strategy Of

Presented By:

Amol N. Khadse(13)

HUL Strategies for Rural India

To reach out to rural areas ,HUL started Project

Streamline in late 1990s.

Appointed 6000 sub-stockists that covered 50,000 villages. Project Bharath a direct marketing exercise for

promotion.

Shakti: Economic development through micro enterprise . Lifebuoy Swasthya Chetana a project to make a billion

Indians feel safe.

Shakti- New Ventures

iShakti, the Internet-based rural information service,

has been launched in Andhra Pradesh, in association with the Andhra Pradesh Government's Rajiv Internet Village Program. The service is now available in Nalgonda, Vishakapatnam, West Godavari and East Godavari districts. iShakti has been developed to provide information and services to meet rural needs in medical health and hygiene, agriculture, animal husbandry, education, vocational training and employment and women's empowerment.

 In 2004 latest IT based i Shakti was launched.

By yr 2005 most of the AMMAs were earning around

Rs 1700 pm. By 2007 HLLs Rural sales rises to 54%of the total sale

Marketing of lifebuoy in rural India..

Media's strategy for Lifebuoy soap's relaunch:

The agency devised a strategy to ensure that it advocated

family health rather than personal hygiene. There were large chunks of the users who were in "unreachable areas" - rural markets. markets (haat), fairs and festivals. Given the rural consumer's fascination for cinema, the cinema vans show popular movies, interspersed with products advertisements. soap, an 18 gram bar of lifebuoy soap was introduced - enough for one person to wash their hands once a day for 10 weeks.

Media vehicles used: Wall paintings, cinema vans, weekly

Low Price Points: To help people on low incomes afford to buy

LBSC
Lifebuoy Swastya Chetna (LBSC) is a rural health and hygiene

initiative which was started in 2002. LBSC was initiated in media dark villages (in UP, MP, Bihar, West Bengal, Orissa) with the objective of spreading awareness about the importance of washing hands with soap. The theme of the campaign is based on the serious implications of laxity in Health Care, like Diarrhoea. In India a child succumbs to diarrhoea every 30 seconds. This results in almost 3 million deaths a year! However, a report by WHO showed that simple handwashing with soap and water can reduce diarrhoeal diseases by up to 48%. This was leverage by Hindustan Lever to develop the campaign

Plan of Action
Swasthya Chetna, which means 'Health Awakening', is a multi-

phased activity that works towards effecting hand washing behaviour change in rural communities. The main message of the campaign is "Visibly clean is not really clean. In the initial phase, a Health Development Facilitator (HDF) and an assistant initiates contact and interacts with students and influencers of the community, i.e. village community representatives, medical practitioners, school teachers etc. A number of tools such as a pictorial story in a flip chart format, a Glo-germ demonstration and a quiz with attractive prizes to reinforce the message are used. The first interaction with students is then replicated with the women and finally the rest of the community.

 The new name reflects the companys heritage as well as the synergies

it has with its global parent Unilever Plc.

To reflect its India-specific focus, the company has chose to retain

Hindustan as the first word in the name.

The new identity positions the company as working on a local as well

as a global platform. HUL also unveiled a new logo consisting of 24 different icons which symbolizes the companys brands, organization, values and its core idea of Vitality

24 icons which symbolizes Companys brand association

Sun Bee DNA Palm Tree Hand & flower Hair Bowl liquid Mixing & blending Spoon Spice & flavor Fish Wave Clothes Container Sprarkle Bird Lip Ice cream Recycle Tea Particulars Frozen Heart

Thank You