PowerPoint Presentation

FMCG RURAL INITIATIVES

For GPIL internal circulation1HUL Key InitativesKANKHAJURA TESAN 1800 30000 123 Hotline for free EntertainmentRural awareness and campaigns in media dark regions of the countryPortal recently opened for other FMCG companies to advertise

ACTIVE WHEEL CAMPAIGNPROJECT SHAKTIIntegrating missed call, toll free no & Voice SMSTraditional mediums like radio & ground activations to reach media- dark regions2.8 million unique consumers interacted 24 million times over a year55% respondents were non TV users

To enhance companys distribution systemRural women provided with income opportunitiesShakti Entrepreneur or Shakti Amma hired by HUL who sells the company's products either door-to-door or through shops.2Procter and Gamble, Emami & Reckitt BencKey InitativesKAMYAB JODI CAMPAIGN P & Gs initiative to push its leading brand Tide and Head & Shoulder in the hinterlandAn icon Sangeeta Bhabhi was used to push the product ( Personality of the icon An educated and dedicated housewife )

EMAMIChannel level incentives in smaller towns, including wall paintings , door-to-door activities, in-shop promotions, activities in rural markets, fairs and festivals, kheti mela, mobile traders or shops on wheels, and video vans.

RECKITT BENCKISERAligning to Swachh Bharat Abhiyan and bringing smaller SKUs especially for Rural marketsDettol and Harpic are being pushed via their dedicated rural distribution system

3DaburKey InitativesASTRA Advance sales training for retail ascendanceEducate over 2,000 distribution channel partners of the firm about the complexities of sales and distribution through the audio-visual medium Dabur categorized S & D channels into finer segments such as key grocers, mass grocers, chemist, wholesale, small outlet and modern tradeTrade activation programmes, brand/SKU focus, merchandising and managing channel conflictLaunched in five vernacular language. i.e Bengali, Tamil, telungu, Malayalam and Kannada

ACTIVE WHEEL CAMPAIGNBeauty and talent show - 'Dabur Amla Banke Dikhao Rani PratiyogitaMega model hunt 'Dabur Gulabari Miss Fresh Face Of UP', the winner of which could feature in its future ad campaigns

4ITC Key InitativesE-CHOUPALe-Choupal is based on a hub and spoke model which consists of villages serviced by a local farmer called the SanchalakThese villages or spokes aggregate demand and supply to the next tier which is the district/town centered hubThe e-Choupal villages supply agricultural produce to ITC at the hub level and also service smaller last mile villages with agricultural information The next level is the district centered hub which is mainly a procurement and storage spaceEnhanced hubs, called Sagars in addition to procurement and storage functions also serve as retail outlets (rural hypermarts) for products and services ranging from soaps and apparel to tractors and insurance.