Rural Marketing : A Case Study on HUL

Author : Manpreet Kaur

Four P’s IN RURAL MARKETING

.
Rural Product Strategy

 Simple

 Easy to use

 Convenient & Cost Effective

 Cater distinct needs of Rural HUL launches a new soap cum shampoo ‘BREEZE 2 IN 1’
Customer

 Value for money

LG Electronics launched its Sampoorava TV Devangri

Script on screen display with better signal reception in
Rural area
Rural Pricing Strategies

• Sensitive

• In line with expectation

• Affordable

.
Rural Place Strategy

 Availability of Product at doorstep of Target Audience

 Direct Contact with Vendors and retailers

Rural Promotion Strategy

 Media Engagement

 Word of Mouth by KOL eg : Chaudrys etc

 Pamphlets

 Advertising on Walls
 Khushiyun Ki Doli – A new Campaign Strategy

 The main motto behind the campaign is to create awareness with

the use of technology and engaging the common mass

 Equipment's like LCD TV, a DVD Player and a small generator is there
in each of these dolis or palkis.

 The village housewives are the main target of audience. The wide
ranges of HUL’s products commercials are being shown in these LCD’s.

 As a common human habit it has been observed that the rural

masses always look upon the urban mass

 To make the campaign more interesting HUL has also organised few
games at the end with prizes. And again there is commercialisation.
The winners are given with special offers on bundles products few
sachet as prizes.