The model hinges on a powerful win-win relationship where the SHG engages in an activity which brings sustainable income while Hindustan Lever gets an interface to interact and transact with the rural consumer.
They do not prefer changes. Several Co-operative banks and public sector banks offer the loan facility to the rural people at low-interest rates. Rural per capita consumption expenditure grew by In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in purchasing power of rural communities.
Conceptually, rural marketing is not significantly different to urban marketing. In the recent past, many organizations have forayed into rural areas and this has proved fruitful and beneficial for them. If this exercise proves scalable, HUL plans to roll it out across the country over the next 12 months.
Rural marketing is now a two-way marketing process. Although soya protein is cheaper as compared to milk protein, the nutrition value remains the same.
More specifically, it can be said: In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities.
The rural to urban flow consists of agricultural produce such as rice, wheat, sugar, and cotton. Demand for traditional products such as bicycles, mopeds and agricultural inputs; branded products such as toothpaste, tea, soaps and other FMCGs; and consumer durables such as refrigerators, TV and washing machines has also grown over the years.
Direct rural distribution in Hindustan Lever began with the coverage of villages adjacent to small towns. Hindustan Lever Limited has a distribution network which is one of their key strengths that helps them reach their products across the length and breadth of our vast country.
Four set of dolis or palkis are moved all around the village. The word implies that marketing activities are undertaken in rural areas to satisfy rural segments.
Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives.
RS Net is part of Project Leap, HUL's end-to-end supply chain, which also includes a back-end system connecting suppliers, all company sites and stretching right upto stockists.
Formulating an integrated and efficient channel of distribution remains a challenge for the marketers. Khushiyon Ki Doli, which was launched in in three states — Uttar Pradesh, Andhra Pradesh and Maharashtra — was an outstanding success. This system helped in trans-shipment, bulk breaking, and provided a stock point to minimize stock-outs at the RS level.Home Essays Hul Rural Marketing.
Hul Rural Marketing. Topics: Unilever Trends indicate that the rural markets are coming up in a big way and growing twice as fast as the urban, witnessing a rise in sales of hitherto typical urban kitchen gadgets such as refrigerators, mixer-grinders and pressure cookers.
Rural Marketing Notes by Faraz. % of Rural Sales to total sales Company Rural Share (%) HUL 52 Colgate 50 Godrej 30 Cavin kare 33 Marico Industries 28 Cadbury 25 Heinz 20 Nerolac Paints 10 Glaxo - Wellcome 25 Cipla 23 Ranbaxy 18 Sun Pharma 10 Toyota 48 Kinetic 32 Hero Honda 43 Strategies of Rural Marketing in India.
Nancy Gulati, Research Scholar, Department of Commerce, into the Indian rural marketing. HUL started its first effort towards going rural ’s onwards, through indirect Upgrading rural market is one way to improve access to marketing opportunities. Early to pre. How Unilever Reaches Rural Consumers in Emerging Markets.
It’s a way of letting someone know you want to reach them. InHUL exploited the practice in a pilot promotion for its Active. HUL has adopted a strategy which offers rural consumer Volume point to Price point packages mostly priced at Rs 10 as it is better connected to Rural consumer.
The strategic price point of HUL is Rs5 and Rs 10 and the price at these points are not hiked even with an increase in price of products.
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.
keywords: Innovation, Promotion, FMCG, Benefit-to-cost Introduction Successful firms have come up with novel ideas right from designing rurally relevant products to focused communications.Download