Priti TiwariRoll No. 1

Rural Marketing of HUL

Submitted to –Prof. Rupali Jain

HUL

Established -1933 –Lever Brothers India Ltd. 1956 – Hindustan Unilever Products – Foods, Beverages, Cleaning agents, Personal care

products & Water Purifiers. Revenue- 30,170 700 million Customers Distribution Channel – 6.4 million outlet, owns 35 major

Indian brands.

• Established – 1895 U.K. by William Hesketh lever

• 1935 came in India with new formula of carbolic acid

• 1964 – segment tough sport labour men

• 2002- No longer carbolic soap added with perfume target segment female • 2003- Entered in rural market

Availability

Affordability Acceptability

Awareness

Lifebuoy’s Rural Campaign

• First soap to use carbolic acid which gave it a red colour & strong medical scent

• Wide portfolio range from soap to hand sanitizer ,hand wash, talcum etc.

• High consumer awareness

• Excellent brand visibility and extensive distribution channel

• Lower market penetration in urban area

• Not been perceived as beauty soap mainly use for hand wash

• The lifebuoy “Swatya Chetna Programme” uses a direct consumer contact methodology & touches the lives of 70 million people in 1800 villages

• Imparting education about importance of hand washing to prevent spread of germs

• Used global epidemics like swine flue to further promote for better hygiene & protection

• Competitors brand offering similar level of protection• Considered to be a low-end product & may find it difficult to move up into another segment