Marketing Strategies for FMCG – a Case Study of Hindustan Unilever Limited

8/17/2019 Marketing Strategies for FMCG – a Case Study of Hindustan Unilever Limited

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RESEARCH PROJECT REPORT(MBA - 043)

ON“Effect of Rural Marketing strategies for FMCG – A

case study of Hindustan Unilever Limited.”

Submitted in Partial Fulfillment of

Master of Business Administration (MBA)Programme:

Of

GautamBudhha Tech!ca" #!$e%&!t' uc*+,

acu"t' +. Maa/emet Sc!ece


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Executive Summary

A comprehensive practical study of marketing is a supplement to the

theoretical classroom knowledge. It helps to understand the subject more

precisely.

This report tries to outline idea of professional world and helps in

understanding the pragmatic aspect of marketing functions. Own

observations are significant towards the contribution in learning the

subject. The report is therefore, designed as a reference of organization

functioning rather than copy down instrument.

y humble endeavor and motive in presenting the project report is to

impart a balanced introduction and knowledge of rural marketing

strategies which is an important integral part of rural management.

It is hoped that this project will serve as a supportive document to

research as efforts has been tried to make this report an informative,

stimulating and self!e"planatory.


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TABLE OF CONTENTS Pg. no

Acknowledgement #$

%"ecutive summary #&

Chapter 1: ntro!uction " Scope #$

'.'( Introduction #)

'.*( +cope of the research work #

'.$( Objectives '#

'.-(hanging dimensions of /ural arkets in India. ''

Chapter %: Company Pro&i'e 1(

*.'( Introduction '0

*.*( 1industan 2nilever 3imited '

*.$( +trategies adopted by 123 *4

*.-( 5est practices adopted by 123 $4

Chapter ): Literature *evie+ )$

$.'( /esearch 6aper ' $)

$.*( /esearch 6aper * $

$.$( /esearch 6aper $ -#

Chapter ,: *e-earch e-ign ,)

-.'( Introduction -$

-.*( Theoretical 7ramework --

-.$( Type of research -0

-.-( Type of data -0


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-.&( +ampling method -4

-.0( +ample characteristics and +ize -)

Chapter /: ata ana'y-i- an! interpretation ,0

&.'( Introduction -

&.*( Analysis of data &'

Chapter (: Conc'u-ion " Sugge-tion- ,

0.'( 7indings 4-

Annexure /

Anne"ure '( 5ibliography 4&

Anne"ure *( 8uestionnaire 40


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C2APTE* 1

NT*O3CTON

1.1 ntro!uction

India9s vast ruralmarket offers a huge potential. The rural market

environment is very different from the familiar surroundings of the

urban market rural consumer have customs and behavior that the

marketers may find difficult to contend with.

'*.*:of world 6opulation

'*# million 1ousehold

4#: of Indian 1ousehold

2se &*: of durables in the country.

1ence /ural arketing strategies are being adopted in such a way so

that the potential customers of rural areas should be attracted by the

companies. onsumers are most likely to be loyal and may use a wide

range of products offered by a ompany. +trategies should be adopted in

such a way that all customers should be communicated about various

offers provided by company.

123 had effectively adopted certain marketing strategies which are

;uite specific for rural people and which are differentiated from the

urban marketing strategies is being adopted by the company.


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of ;uality products helps in customers9 retention that could be used as a

potentially effective tool to get a strategic advantage and survive in

today9s ever!increasing competitive environment of 7= sector.

In the globalized, highly competitive environment, building more uni;ue

relationships with customers is vital for companies and within this

perspective satisfaction represents the foundation. 5ased on it, customer

loyalty can be built in order to develop a stable, mutually profitable and

long!term relationship.

1.% Scope o& re-earch +or4

5y this particular report we are able to come to know about various

strategies of 1industan 2nilever 3imited which are being adopted

successfully by 123. 5y studying this how successfully these strategies

are being adopted by 123.>hat is the impact of these strategies are on

the customers of 123.1ow we can adopt these strategies to penetrate

with a certain product into rural market and thus we will also come to

know about the buying behavior of the rural people as well as the buying

pattern of the rural people.


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1.) O56ective o& re-earch

>ithin the conte"t of defined research ;uestion and to complete this

research project comprehensively, following objectives are defined in

my proposed research work.

O56ective 1: To -tu!y variou- *ura' mar4eting -trategie- o& 23L.

This objective is defined to understand the various rural marketing

strategies adopted by 123. This objective in my research process would

be achieved by the help of secondary data and interaction with rural

people residing in rural areas.

O56ective %: To -tu!y the re7uirement- o& the rura' mar4eting in

or!er to promote F8C9 pro!uct-

This objective is defined to understand the re;uirements of various rural

marketing strategies adopted by 123 in order to promote 7=

products. This objective in my research process would be achieved by

the help of secondary data and interaction.

O56ective ): To -tu!y e&&ect o& *ura' mar4eting -trategie- a!opte!

5y 23L.

This objective is defined to understand the effect of rural marketing

strategies adopted by 123. It is also oriented to understand the mode of

adopting these strategies. This objective in my research process would

be achieved by interaction with rural people residing in rural areas and

interpretation of primary data.


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1.,. Changing !imen-ion- o& *ura' 8ar4et- in

n!ia.

onsumers( aking a difference through our brands

aking a difference through our brands

e believe

that our brands can grow by addressing some of the most important

social and environmental challenges facing the country today.

In *##&, we started to embed the sustainability agenda into our brands

by using a process called 5rand Imprint. It is a rigorous, diagnostic

process that analyses the social and economic value, as well as the

negative impacts of a brand.

This process has been carried out across all our key categories. +ocial

and environmental considerations are now integrated with innovation

plans for our major brands.

>e believe we can make a difference ? through our brands and behavior

change campaigns in the space of nutrition and hygiene, and by

providing consumers, from all income groups, access to a better life.

nnovation in 3ni'ever


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5rands and innovation are at the heart of everything we do. In 2nilever,

research and development @/


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Ethic- o& human re-earch

The entral /esearch %thics Advisory =roup @/%A=B advises the

company on the ethics of involving human subjects in research studies.

Its aim is to ensure that this remains an intrinsic part of 2nilever9s /<

culture, and that 2nilever operates to the highest ethical standards in this

area.

6roduct innovations

>e use our knowledge and imagination to translate science into products

that meet a range of consumer needs. In this section you can find

e"amples of this work.

S4in 'otion: !e'ivering moi-ture +here it- nee!e!

The secret of taking care of your skin lies in getting moisture to all its

layers ? and keeping it there.

C'ean c'othe-; 'e-- +ater

/insing clothes is the most water! and time!consuming part of hand

washing. 1ow are we helpingE

http://www.hul.co.in/innovation/innovationinunilever/Ethicsofhumanresearch/default.aspxhttp://www.hul.co.in/innovation/productinnovations/skinlotion/index.aspxhttp://www.hul.co.in/innovation/productinnovations/default/index.aspxhttp://www.hul.co.in/innovation/innovationinunilever/Ethicsofhumanresearch/default.aspxhttp://www.hul.co.in/innovation/productinnovations/skinlotion/index.aspxhttp://www.hul.co.in/innovation/productinnovations/default/index.aspx


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Smoother; -traighter hair

There9s a good reason why +unsilk is the number one hair care brand in

Asia, 3atin American and the iddle %ast, and the fastest!growing in

%urope ! tip!targeting technology.

nte''igent !eo!orant

Our /e"ona deodorant uses body!responsive micro!capsule technology

that kicks in when it9s needed most, giving people the confidence to face

the dayDs more stressful situations.

Coo' ice cream innovation-

2nilever has found a way to make ice cream healthier as well as really

tasty. It has all been possible thanks to a new ice cream ingredient

discovered by 2nileverDs ice cream scientists.


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Pioneering techno'ogy &or 8agnum Temptation

+ince its launch in %urope in the early #s, agnum has grown to be

one of 2nilever9s biggest brands, bringing real chocolate indulgence to

the adult ice cream market.

ustomer development

>hether youDre in category or account management, these roles will

challenge your understanding of both our business our consumers.

Tren! -etter-

any of our customers set trends in their markets.

This means that competitors as well as consumers are watching them.

This in turn means that we need to work alongside our customers in

pioneering new products, new categories and new concepts.

Category management " cu-tomer mar4eting

As a category manager, youDll be responsible for the overall sales and

profitability of a product category.

ustomer marketing is all about developing and implementing fully

integrated brandGcategory solutions and activities. 5y understanding

what consumers want, you9ll be able to stimulate demand in retail outlets

http://www.hul.co.in/innovation/productinnovations/pioneeringtechnology/index.aspxhttp://www.hul.co.in/innovation/productinnovations/pioneeringtechnology/index.aspx


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through everything from shelf layouts to promotional strategies to price

positions.

An important aspect of these roles is strategic thinking ? channelling

your insights into consumers and competitors to make decisions on

pricing, promotion, merchandising and growth.

Account management

5uilding close relationships with customers, your remit will be to

increase turnover, profit and market share.

>hen launching new products, youDll be working hand in hand with

brand and category management to get those products onto the shelves.

%nsuring that the right stock appears at the right time, youDll plan and

implement promotions as well as negotiate prices and margins. And weDll

e"pect you to be thinking ahead all the time ? introducing new initiatives

to keep your customers e"cited, whilst dealing with practical challenges

such as logistics.


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C2APTE* %

CO8PAN= P*OFLE

%.1 ntro!uction

2N3STAN 3NLE>E* L8TE

1industan 2nilever 3imited @abbreviated to 123B, formerly 1industan 3ever

3imited, is India9s largest consumer products company and was formed in

'$$ as 3ever 5rothers India 3imited. It is currently head;uartered in

umbai, India and its -',### employees are headed by 1arish anwani, the

non!e"ecutive chairman of the board. 123 is the market leader in Indian

products such as tea, soaps, detergents, as its products have become daily

household name in India. The Anglo!


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that derives huge revenues @over per centB from the rural areas. 1industan

2nilever 3imited @123B is IndiaDs largest 7ast oving onsumer =oods

ompany, touching the lives of two out of three Indians with over *# distinct

categories in 1ome 6ersonal are 6roducts and 7oods 5everages. They

endow the company with a scale of combined volumes of about - million

tones and sales of nearly/s.'$4') crores.123 is also one of the countryDs

largest e"portersJ it has been recognized as a =olden +uperstar Trading 1ouse

by the =overnment of India. The mission that inspires 123Ds over'&,###

employees, including over ',$## managers, is to add vitality to life. 123

meets every day needs for nutrition, hygiene, and personal care with brands

that help people feel good, look good and get more out of life. It is a mission

123 shares with its parent company, 2nilever, which holds &*.'#: of the

e;uity. The rest of the shareholding is distributed among $0#,04& individual

shareholders and financial institutions.123Ds brands ! like 3ifebuoy, 3u", +urf

%"cel, /in, >heel, 7air 3ovely, 6ondDs, +unsilk,linic 6lus, 6epsodent,

lose!up, 3akme, 5rooke 5ond, Fissan, Fnorr!Annapurna, Fwality>allDs are

household names across the country and span many categories soaps,

detergents, personal products, tea, coffee, branded staples, ice cream and

culinary products. They are manufactured over -# factories across India. The

operations involve over*,### suppliers and associates. 123Ds distribution

network, comprising about -,###redistribution stockiest, covering 0.$ million

retail outlets reaching the entire urban population, and about*

millionruralconsumers.123 has traditionally been a company, which

incorporates latest technology in all its operations. The 1industan 2nilever

/esearch entre @12/B was set up in '&), and now has facilities in


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umbai and 5angalore. 12/ and the =lobal Technology enters in India

have over *## highly ;ualified scientists and technologists, many with post!

doctoral e"perience ac;uired in the 2+ and %urope.123 believes that an

organization9s worth is also in the service it renders to the community.123 is

focusing on health hygiene education, women empowerment, and water

management. It is also involved in education and rehabilitation of special or

underprivileged children, care for the destitute and 1IC!positive, and rural

development. 123 has also responded in case of national calamities G

adversities and contributes through various welfare measures, most recent

being the village built by 123 in earth;uake affected =ujarat, and relief

rehabilitation after the Tsunami caused devastation in +outh India.123 has

changed its strategy towards rural markets in order to tackle its somewhat flat

growth in these areas. As against its earlier strategy of each business division

dealing with the rural market on an individual basis, the multinational has now

adopted a single organizational push approach to achieve greater penetration

and sales. 123 derives over -#per cent of its sales from rural India, which

makes this part of the market a critical growth aspect for the company. The

company is now looking at the rural market from an organizational point of

view rather than from the individual businesses point of view. This approach is

e"pected to lead to better cohesion, greater push and deeper penetration, which

would eventually lead to better sales. +everal of 123 major business

categories such as fabric wash, personal wash and beverages already get over

per cent of their sales from rural areas. 1owever, officials say that it is not

enough that individual business divisions push their own strategies for the


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rural market, adding the company would have to work in unison in order to

achieve a balanced growth.

%.% 2in!u-tan 3ni'ever Limite!.

%.%.1 ntro!uction

1industan 2nilever 3imited @123B is IndiaDs largest 7ast oving

onsumer =oods ompany with a heritage of over 4& years in India and

touches the lives of two out of three Indians.

123 works to create a better future every day and helps people feel

good, look good and get more out of life with brands and services that

are good for them and good for others.

>ith over $& brands spanning *# distinct categories such as soaps,

detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea,

coffee, packaged foods, ice cream, and water purifiers, the ompany is a

part of the everyday life of millions of consumers across India. Its

portfolio includes leading household brands such as 3u", 3ifebuoy, +urf

%"cel, /in, >heel, 7air 3ovely, 6ond9s, Caseline, 3akmK,


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subsidiary of 2nilever, one of the world9s leading suppliers of fast

moving consumer goods with strong local roots in more than '##

countries across the globe with annual sales of about L-- billion in *#''.

2nilever has about &*: shareholding in 123.

%.%.% 2i-tory

In the summer of '))), visitors to the Folkata harbour noticed crates full

of +unlight soap bars, embossed with the words ade in %ngland by

3ever 5rothers. >ith it began an era of marketing branded 7ast oving

onsumer =oods @7=B.

+oon after followed 3ifebuoy in ')& and other famous brands like

6ears, 3u" and Cim.Canaspati was launched in '') and the famous


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5rooke 5ond o. India 3imited was formed. 5rooke 5ond joined the

2nilever fold in ')- through an international ac;uisition. The erstwhile

3iptonDs links with India were forged in ')). 2nilever ac;uired 3ipton

in '4* and in '44 3ipton Tea @IndiaB 3imited was incorporated.

6ondDs @IndiaB 3imited had been present in India since '-4. It joined the

2nilever fold through an international ac;uisition of hesebrough

6ondDs 2+A in ')0.

+ince the very early years, 123 has vigorously responded to the

stimulus of economic growth. The growth process has been

accompanied by judicious diversification, always in line with Indian

opinions and aspirations.

The liberalization of the Indian economy, started in '', clearly marked

an infle"ion in 123Ds and the =roupDs growth curve. /emoval of the

regulatory framework allowed the company to e"plore every single

product and opportunity segment, without any constraints on production

capacity.

+imultaneously, deregulation permitted alliances, ac;uisitions and

mergers. In one of the most visible and talked about events of IndiaDs

corporate history, the erstwhile Tata Oil ills ompany @TOOB

merged with 123, effective from April ', '$. In '0, 123 and yet

another Tata company, 3akme 3imited, formed a ( joint venture,

3akme 2nilever 3imited, to market 3akmeDs market!leading cosmetics

and other appropriate products of both the companies. +ubse;uently in


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'), 3akme 3imited sold its brands to 123 and divested its : stake

in the joint venture to the company.

123 formed a ( joint venture with the 2+!based Fimberly lark

orporation in '-, Fimberly!lark 3ever 3td, which markets 1uggies


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7inally, 553I3 merged with 123, with effect from Hanuary ', '0.

The internal restructuring culminated in the merger of 6ondDs @IndiaB

3imited @6I3B with 123 in '). The two companies had significant

overlaps in 6ersonal 6roducts, +pecialty hemicals and %"ports

businesses, besides a common distribution system since '$ for

6ersonal 6roducts. The two also had a common management pool and a

technology base. The amalgamation was done to ensure for the =roup,

benefits from scale economies both in domestic and e"port markets and

enable it to fund investments re;uired for aggressively building new

categories.

In Hanuary *###, in a historic step, the government decided to award 4-

per cent e;uity in odern 7oods to 123, thereby beginning the

divestment of government e;uity in public sector undertakings @6+2B to

private sector partners. 123Ds entry into 5read is a strategic e"tension of

the companyDs wheat business. In *##*, 123 ac;uired the governmentDs

remaining stake in odern 7oods.

In *##$, 123 ac;uired the ooked +hrimp and 6asteurized rabmeat

business of the Amalgam =roup of ompanies, a leader in value added

arine 6roducts e"ports.

123 launched a slew of new business initiatives in the early part of

*###9s. 6roject +hakti was started in *##'. It is a rural initiative that

targets small villages populated by less than ## individuals. It is a

uni;ue win!win initiative that catalyses rural affluence even as it benefits


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business. urrently, there are over -&,### +hakti entrepreneurs covering

over '##,### villages across '& states and reaching to over $ million

homes.

In *##*, 123 made its foray into Ayurvedic health beauty centre

category with the Ayush product range and Ayush Therapy enters.

1industan 2nilever Metwork, heel which

crossed the /s.*, ###crore sales milestone in *##).

On '4th October *#'', 123 completed 4) years of corporate e"istence

in India.

%.%.) >i-ion

2nilever products touch the lives of over * billion people every day ?

whether thatDs through feeling great because theyDve got shiny hair and a

brilliant smile, keeping their homes fresh and clean, or by enjoying a

great cup of tea, satisfying meal or healthy snack.


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A c'ear !irection

The four pillars of our vision set out the long term direction for the

company ? where we want to go and how we are going to get there(

• >e work to create a better future every day

• >e help people feel good, look good and get more out of life with brands

and services that are good for them and good for others.

• >e will inspire people to take small everyday actions that can add up to a

big difference for the world.

• >e will develop new ways of doing business with the aim of doubling the

size of our company while reducing our environmental impact.

>eDve always believed in the power of our brands to improve the ;uality

of people9s lives and in doing the right thing. As our business grows, so

do our responsibilities. >e recognise that global challenges such as

climate change concern us all. onsidering the wider impact of our

actions is embedded in our values and is a fundamental part of who we

are.

*.*.- 6urpose principles

Our corporate purpose states that to succeed re;uires the highest

standards of corporate behaviour towards everyone we work with, the


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communities we touch, and the environment on which we have an

impact.

A'+ay- +or4ing +ith integrity

onducting our operations with integrity and with respect for the many

people, organisations and environments our business touches has always

been at the heart of our corporate responsibility.

Po-itive impact

>e aim to make a positive impact in many ways( through our brands,

our commercial operations and relationships, through voluntary

contributions, and through the various other ways in which we engage

with society.

Continuou- commitment

>eDre also committed to continuously improving the way we manage our

environmental impacts and are working towards our longer!term goal of

developing a sustainable business.

Setting out our a-piration-

Our corporate purpose sets out our aspirations in running our business.

ItDs underpinned by our code of business 6rinciples which describes the

operational standards that everyone at 2nilever follows, wherever they


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are in the world. The code also supports our approach to governance and

corporate responsibility.

?or4ing +ith other-

>e want to work with suppliers who have values similar to our own and

work to the same standards we do. Our 5usiness partner code, aligned to

our own ode of business principles, comprises ten principles covering

business integrity and responsibilities relating to employees, consumers

and the environment.

%.) Strategie- a!opte! 5y 2in!u-tan 3ni'ever Limite!.

In rural India, health is of paramount importance, because indisposition

is very directly related to loss of income. 3ifebuoy, whose ore e;uity is

health and hygiene, has for decades now been synonymous with soap in

ruralIndia.At the same time, if products have to come up the order in the

rural purchase hierarchy, they have to be affordable. If rural India today

accounts for about half of detergents sales, it is because 123 has


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developed low!cost value!for!money branded products, like >heel. The

company has also taken initiatives to create markets even for apparently

premium products, by offering them in pack sizes, like sachets, whose

unit prices are within the reach of rural consumers. 7or e"ample,

initiated in the 's, sachets @/s.*, /e.', or paisaB today constitute

about &&: of 1industan 3everDs shampoo sales. >ith media reach

gradually increasing, rural consumers today, where the media has its

footprints, share the same aspirations with their urban counterparts. 123

has responded to the trend with low unit price packs of even other

products ! 3u" at /s.&, 3ifebuoy at /s.*, +urf %"cel sachet at/s.'.,

6ondDs Talc at /s.&, 6epsodent toothpaste at /est. &, 7air 3ovely +kin

ream at/s.&, 6ondDs old ream at /s.&, 5rooke 5ond Taza tea at

/s.&.

%.).1 23L Penetration in *ura' 8ar4et:@

The 7irst major step taken by 123 to penetrate the rural market is that it evolved

its distribution model. +econdly in ') 123 personal products unit initiated

6roject 5harat, the first and largest rural home!to!home operation to have ever

been prepared by anycompany. The project covered '$ million rural households

by the end of '. Along with Operation5harat, 123 conceptualized 6roject


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+treamline to enhance its control on the rural supply chain through a network of

rural sub!stockiest based in these villages. This gave the company the re;uired

competitive edge, and e"tended its direct reach to $4 per cent of the country rural

population. Then 123 started Operation 1arvest which was used as a medium

of communication with the villagers.


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educational leaflets, audio!visual demonstrations, film songs and

mythological serials interspersed with ads of 3ever product. lose to '0#

vans and over thousand promoters @sales staff of the distributors or some

other private operatorsB were pressed into Operation. The cost cameupto

roughly /s.'$ crore. %ach van, e;uipped with a TC arid C/, had si"

promoters. The project helped eliminate barriers to trial, and strengthened

salience of both particular categories and brands.

%.).)Li&e S+a-tiyaChetana

In *##*, 133 has launched a similar large! scale direct contact, called

3ifebuoy +wasthyahetana, which will cover about & crore people in

'&,### villages of '# states. The project aims to generate awareness about

good health!and!hygiene practices. It is a multi!phased activity which

works towards effecting behavior change amongst the rural population it

touches. It demonstrates that visible clean is not really clean thereby

proving the importance of washing hands with soap. It targets children as

they are the harbingers of change in society and mothers since they are

the custodians of health. The campaign has been divided into various

phases. In the initial phase, a 1ealth


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attractive prizes to reinforce the message are used. The =lo!=erm

demonstration is a uni;ue tool to make unseen germs visible and

emphasize the need to use soap to wash hands and kill germs. The first

interaction with students is then replicated with the women and finally the

rest of the community. The various stages reinforce the message and

learning9s, which is crucial in order to affect awareness and behavior

change in favor of hand wash hygiene. The programmer has touched

*4### villages and M people over the last four years. In*##0 alone

35+ contacted '#,### villages in 26, 6, Hharkhand and 5ihar.

%.).,23L Pro6ect Sha4ti

123 has been proactively engaged in rural development since '40 with

the initiation of the Integrated /ural


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decision!making. This results in better health and hygiene, education of

the children, especially the girl child, and an overall betterment in

livingstandards. The most powerful aspect about this model is that it

creates a win!win partnership between 123 and the consumers, some of

whom will depend on the organization for their livelihood, and builds a

self!sustaining cycle of growth for all. It has since been e"tended to in

Andhra 6radesh, 5ihar, hhattisgarh, =ujarat, 1aryana, Hharkhand,

Farnataka, adhya 6radesh, aharashtra, Orissa, 6unjab, /ajasthan,

Tamilnadu, 2ttar 6radesh and >est 5engal with the total strength of

over -#,### +hakti %ntrepreneurs. +hakti has three initiatives. The

+hakti %ntrepreneur, a microenterprise initiative the +hakti Cahini

program which translates as the voice of +hakti, training women to be

communicators in the villages I +hakti, a group community portal that

enables users to access information in a variety of areas. The software is

voice enabled for illiterate users. 123 starts with the route sales person

who identifies the +hakti entrepreneur for village. 123then provides the

products and helps her understand what to do and how to realize

ma"imum income. Through the +hakti Cani program women are trained

in health and hygiene issues then teach what they have learned to the

village communities. In *##-,+haktiCani covered '#,### villages and

the vision is to cover ,### villages in *##&.i+hakti, the Internet!based

rural information service, has been launched in Andhra 6radesh


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%.)./ Company Succe-- in *ura' 8ar4et

The rural micro!enterprise has helped the /s '$,4'4!crore 1industan

2nilever in pushing growth rates in several categories such as personal

wash, fabric wash, shampoos, oral care and skin care. 5rands like

Annapurna, 3u", 3ifebuoy, 5reeze, >heel, 7air 3ovely, 3akme,

6onds, linic 6lus and 6epsodent have sold good numbers in smaller

markets, company sources said. Overall, around percntJ of

1industan 3ever revenues came from the rural markets in India.123

sources said the project currently contributes handsomely to the

company9s sales. The project was started in *##' to empower

underprivileged rural women by providing income!generating

opportunities, health and hygiene education. +hakti9s ambit already

covers about'& million rural populations. +everal rural pockets are

populated by less than *###individuals but are seen as unreachable and

remain untapped by consumer goods makers. Industry officials say the

awareness level of rural consumers about products and brands are lesser

than the urban markets. Also, urban business models are not really

successful in tapping the full potential of several small clusters of

consumers across remote markets.

%.).( Su-taina5i'ity -trategy


32/78

2nilever9s vision is to double the size of its business while reducing the

overall impact on environment. This new vision recognises that the

world is changing, populations are growing and the rise in incomes is

fuelling a growth in the demand for consumer products. 6roducts like

ours rely on an increasingly constrained set of natural resources, whether

it is fuel, water, or other raw materials.

In 1industan 2nilever 3imited @123B, the principle of orporate

/esponsibility @/B is an integral part of our commitment to all our

stakeholders ? consumers, customers, employees, the environment and

the society that we operate in.

Today, India is battling multiple issues like water scarcity, poverty, and

problems arising out of low awareness of health, hygiene, and nutrition.

If these issues are not addressed soon, they will create insurmountable

barriers to business growth. >e believe that helping society prosper and

ensuring a sustainable future for the planet goes hand in hand with our

goal of ensuring growth that is competitive, profitable, and sustainable

for our organisation.

Our contributions have to be substantial and sustainable, which is why

we are not just banking on our philanthropic programmes, but are

transforming our core business practices as well. %ven the seemingly

small innovations in our brands and business processes can lead to a big


33/78

difference in society as we touch the lives of two out of every three

Indians.

7or e"ample, if one household uses +urf %"cel detergent, it can conserve

two buckets of water per wash. A million Indian households using +urf

%"cel can save enough water for meeting the basic hygiene needs of

many Indians. Thus, small individual actions multiplied with our large

consumer base will make a big difference in combating the issues

society faces.

>e will further demonstrate that successful business strategies are driven

by responsible business practices. The key to this approach is developing

a / framework which integrates the social, economic, and

environmental agenda with our business priorities ? growing markets,

maintaining the competitive edge, enjoying goodwill in the communities

we operate in, and building trust and an e"ceptional reputation. 1ence,

in the future, the three cornerstones for / integration with business at

123 will be(

9ro+ing mar4et- re-pon-i5'y: >e will address issues related to

hygiene and nutrition through product innovations and awareness.

=athering information about the concerns e"pressed by consumers,

communities, and stakeholders can help us identify opportunities for

innovation at the category, brand, and marketing plan level. >e have a


34/78

very strong and trusted position in India and we can leverage this to our

competitive advantage.

En-uring -u-taina5'e practice- in our operation-: To secure a thriving

future, we need to establish sustainable sources for raw materials. 5eing

a company that is heavily dependent on water, agriculture, fuels and

petrochemicals, we must plan now for a future in which water could be

scarce, agriculture could be under pressure, and fuels will be e"pensive.

Our consumers add up to two!thirds of the Indian populationJ hence

addressing sustainability issues is a high priority.

Bui'!ing a goo! reputation through re-pon-i5'e 'ea!er-hip: / is

one of the key components of reputation and trust. A good reputation can

be a major competitive advantage and can build employer brand and

consumer loyalty.

2nilever +ustainable 3iving 6lan

+mall actions, big difference

Two billion times a day, somebody, somewhere, uses a 2nilever brand.

Our products make small but important differences to the ;uality of

people9s everyday lives.

>e have ambitious plans to grow our company, creating jobs and

income for all whose livelihoods are linked to our success. 5ut growth at

any cost is not viable.


35/78

>e have to develop new ways of doing business which will increase the

social benefits from 2nilever9s activities while at the same time reducing

our environmental impacts. This is why we have created the 2nilever

+ustainable 3iving 6lan.

The Opportunity

Our plan isn9t just the right thing to do for people and the environment.

It9s also right for 2nilever( the business case for integrating

sustainability into our brands is clear.

Our Approach

Our impact goes beyond our factory gates. The sourcing of raw materials

and the use of our products by the consumer at home has a far larger

footprint. >e recognise this and so our plan is designed to reduce our

impacts across the whole lifecycle of our products. This full lifecycle

approach is both ambitious and, we believe, uni;ue amongst global

7= companies.

The P'an

The 6lan contains over concrete targets that will(

• 1elp more than one billion people improve their health and well!being

• 1alve the environmental impact of our products

+ource '##: of our agricultural raw materials sustainably

http://www.sustainable-living.unilever.com/the-opportunity/http://www.sustainable-living.unilever.com/our-approach/http://www.sustainable-living.unilever.com/the-plan/http://www.sustainable-living.unilever.com/the-opportunity/http://www.sustainable-living.unilever.com/our-approach/http://www.sustainable-living.unilever.com/the-plan/


36/78

%., Be-t Practice- a!opte! 5y 2in!u-tan 3ni'ever

Limite!.

1. Fhusiyonkiheel, +urfe"cel, +unsilk, and

loseup trail and awareness program launched in *#'#.

%. 7air lovely launches foundation to promote economic empowerment of

women through education career and enterprise launched in *##-.

). 1industan 2nilever 3imited commits /s ) crore for immediate relief,

rehabilitation to tsunami communities in *##&.

,. 6ostal department releases special lifebuoy swasthyachetna postal cover

in *##0. It is to influence community like +arpanch, edical practitioner

and panchayat members. 6racticing on basic 1ygiene concept and

invisible germs.

/. 1industan 2nilever 3imited supports and provide ' crore to Andhra

6radesh and Farnatka flood victims in *##.

(. +aluting the spirit of women empowerment *'* girls are being awarded

with 7air lovely scholarship in *#'#.


37/78

C2APTE* )

LT*EAT3*E *E>E?

).1 *e-earch pro6ect 1:

Topic: +trategies 7or /ural arketing 5y An Organization @i.e , ITB

Author-: /ajarshi /akshit @IIT, umbaiB

.3.Marasimham @IIT, umbaiB

Ashish =udhe @IIT, umbaiB

Fartik Caddadi@IIT, umbaiB

IT e!houpal, an innovative strategy which is elaborative and

e"tensive in rural markets sofar. ritical factors in the apparent success

of the venture are ITs e"tensive knowledge of agriculture, the effort

IT has madeto retain many aspects of the e"isting production system,

including retainingthe integral importance of local partners, the


38/78

company9s commitment totransparency, and the respect and fairness

with which both farmers and localpartners are treated.

Source:6roject report @6hen it happens the marketersshould

have already studied the lay of land andthought of the strategies and


39/78

tactics for victory. Theonly way for e"istence is application of


40/78

paper studies the changing paradigm of the Indian rural markets and

suggests some ways in overcoming the roadblocks in rural selling. A

new rural marketing mi" is suggested with special emphasis on the

marketing communication mi".

Conc'u-ion

/ural arketing in India %conomy has always played an influential role

in the lives of people. In India, leaving out a few metropolitan cities, all

the districts and industrial townships are connected with rural markets.

India has a population that is large, heterogeneous, largely %nglish

speaking and a cultural heritage that runs back to thousands of years.

The common binding factor being the historical background, over two

hundred years of subjugation and the democratic republic it has

developed into. Pet the most common factor is the lives of more than

seventy percent of its population that lives in the rural areas and has

similar economic and social circumstances. The major segmentation of

mass population is located in rural area. The market potential is huge in

rural areas. It is this market strength in rural area that needs to be tapped.

Mow days even the educational Institutions are concentrating on rural

marketing, have developed special management programmes to cater to

rural marketing and are doing market research in rural places. /ural

markets are rapidly growing in India but have often been ignored by

marketers. The following statistics is enough to throw light on the


41/78

relevance of rural markets( forty si" percent of soft drinks are sold in

rural markets, forty nine percent of motorcycles and fifty nine percent of

cigarettes are also consumed by rural and small town consumers. Apart

from this fifty three percent of 7ast oving onsumer =oods and fifty

nine percent of consumer durables have market in the rural belts. There

are nearly -*,### rural haats @marketsB in India. 3I sells more than

percent of its policies in rural India. Of the *# millions who have signed

up for /ediff mail, 0# percent are from small towns The $# million

Fisan redit ards @FB issued so far e"ceed the *& million credit!

plus!debit cards issued in urban. These statistics clearly show a trend

where the rural consumers are not only buying to fulfil their bare

necessities but are also taking care of higher needs of comfort and

socialisation. oreover they have turned highly technology savvy as

demonstrated through the success of ITs echaupals and /ediff s rural‟

success. As 6aul azur defines,D arketingDs role is delivery of a higher

standard of living to people in the society.D


42/78

C2APTE* ,

*ESEA*C2 ES9N

,.1 ntro!uction

/esearch design is considered as a blueprint for research, dealing with

at least four problems( which ;uestions to study, which data are relevant,

what data to collect, and how to analyze the results. The best design

depends on the research ;uestion as well as the orientation of the

researcher. %very design has its positive and negative sides. Others have

referred to this distinction as N;uantitative research designs9 and

N;ualitative research designs,9 respectively. 1owever, fi"ed designs need

not be ;uantitative, and fle"ible design need not be ;ualitative. In fi"ed

designs, the design of the study is fi"ed before the main stage of data

collection takes place. 7i"ed designs are normally theory drivenJ

otherwise it9s impossible to know in advance which variables need to be

controlled and measured. Often, these variables are measured


43/78

;uantitatively. 7le"ible designs allow for more freedom during the data

collection process. One reason for using a fle"ible research design can

be that the variable of interest is not ;uantitatively measurable, such as

culture. In other cases, theory might not be available before one starts

the research.

,.%: Theoretica' Frame+or4


44/78

classrooms and how fre;uently do they occurE >hat have been the

reactions of school administrators to technological innovations in

teaching the social sciencesE 1ow have high school computing courses

changed over the last '# yearsE 1ow do the new multimediated

te"tbooks compare to the print!based te"tbooksE 1ow are decisions

being made about using hannel One in schools, and for those schools

that choose to use it, how is hannel One being implementedE >hat is

the best way to provide access to computer e;uipment in schoolsE 1ow

should instructional designers improve software design to make the

software more appealing to studentsE To what degree are special!

education teachers well versed concerning assistive technologyE Is there

a relationship between e"perience with multimedia computers and

problem!solving skillsE 1ow successful is a certain satellite!delivered

+panish course in terms of motivational value and academic

achievementE


45/78

situation.


46/78

,.,: Type o& !ata

I have used both 6rimary and +econdry data in my research project

report. 6rimary data has been collected through ;uestions which are

being asked to people who are residing in rural areas through

;uestionnaire method. +econdry data has been collected through the

website of 123 @i.ewww.hul.co.inB

,./: Samp'ing metho!

%veryone mentions simple random sampling, but few use this method

for population based surveys./apid surveys are no e"ception, since they

too use a more comple" sampling scheme. +o whyshould we be

concerned with simple random samplingE The main reason is to learn

the theory ofsampling. +imple random sampling is the basic selection

process of sampling and is easiest tounderstand.

If everyone in a population could be included in a survey, the analysis

featured in this bookwould be very simple. Instead of estimating the

twoforms of average values in the population, they would be measuring

directly. Of course, whenmeasuring everyone in a population, the true

value is knownJ thus there is no need for confidence

intervals. After all the purpose of the confidence interval is to tell how

certain the author is that apresented interval brackets the true value in the

population. >ith everyone measured, the true valuewould be known,

unless of course there were measurement or calculation errors.>hen the


47/78

true value in a population is estimated with a sample of persons, things

get morecomplicated. /ather then just the mean or proportion, we need

to derive the standard error for thevariable of interest, used to construct a

confidence interval. This chapter will focus on simplerandom sampling

or persons or households, done both with and without replacement, and

presenthow to derive the standard error for e;ual interval variables,

binomial variables, and ratios of twovariables. The latter, as described

earlier, is commonly used in rapid surveys and is termed a

ratioestimator. >hat appears to be a proportion, may actually be a ratio

estimator, with its own formulafor the mean and standard error.

,.( Samp'e characteri-tic- an! Sie

+ample which I have taken for my project report are residing in rural

area. They were ;uite price conscious and they were considering about

the discounts and offer which are provided by the company due to the

unawareness of the campaigns and promotional offers of the company

some of the people were not able to creep the profit of campaigns.


48/78

C2APTE* /

ATA ANAL=SS AN

NTE*P*ETATON

/.1 ntro!uction

The purpose of research is to discover answers to ;uestions through the

application of scientific procedures. The main aim of research is to find

out the truth which is hidden and which has not been discovered as yet.

Though each research study has its own specific purpose but the

research objectives can be listed into a number of broad categories, as

following(!

'. To gain familiarity with a phenomenon or to achieve new insights

into it. +tudies with this object in view are termed as e"ploratoryresearch

studies.


49/78

*. To portray accurately the characteristics of a particular individual,

situation or a group. +tudies with this object in view are known as

descriptive research studies.

$. To determine the fre;uency with which something occurs or with

which it is associated with something else. +tudies with this object in

view are known as diagnostic research studies.

/esearch methodology is a way to systematically solve the research

problem. It may be understood as a science of studying how research is

done scientifically. In it we study the various steps that are generally

adopted by a researcher in studying his research problem along with the

logic behind them. It is necessary for the researcher to know not only the

research methods or techni;ues but also the methodology. Mo work can

be completed without /esearch ethodology. /esearch ethodology is

an important tool which provides a techni;ue to conduct the study

efficiently and effectively. /esearch ethodology is a way to

systematically solve the research problem.

/.1.1 *e-earch e-ign

/esearch


50/78

The sample size of the research has been taken as

/.1.) Source- o& !ata co''ection

The information has been collected both by primary and secondary data.

The primary data is collected through the survey of rural people.

The secondary data has also been used from different sources like

different websites reports, journals, company9s rule book and website of

the organization for increasing the knowledge regarding the topic of

study.

/.%: Ana'y-i- o& !ata

OPNON POLL S3*>E=

6lease read each statement carefully and decide. 6lease do not omit any

item.

6lease answer the following ;uestions in the spaces provided. 6lease

read each statement carefully and decide then indicate your degree of

agreementJ disagreement in attached response sheet. These ;uestions are

based on rural marketing methods and strategies.


51/78

/.%.1 O5-ervation an! Ana'y-i-

Tabulation and graphical representations have been used for data

analysis.

8'.>hich company9s product would you like to prefer from the following

companiesE

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

Ta5'e no1: 6reference towards which company9s product.

C*TE*A NO OF

*ESPONENTS

PE*CENTA9E

IT '& $#:

123 *# -#:

=odrej #& '#:

6roctar=amble #& '#:6almolive #& '#:

Tota' /# 1##D


52/78

ITC

HUL

Godrej

Proctar & Gamble

Pamolive

Fig.1:6reference towards which company9s product.

nterpretation:+ince $#: customers prefer to have IT products and

-#: prefer towards 123. 1ence majority preference of customers is

towards 123 products


53/78

8*. Are you aware about company named 1industan 2nilever 3imitedE

aB Pes

bB Mo

Ta5'e no %: /egarding awareness about the company named 1industan

2nilever 3imited.

C*TE*A NO OF

*ESPONENTS

PE*CENTA9E

Pes $& 4#:

Mo '& $#:

Tota' /# 1##D

Yes

No

Fig.%:/egarding awareness about the company named 1industan

2nilever 3imited.


54/78

nterpretation:+ince 4#: customers are saying yes for this ;uestion so

most of the people are aware of the company named as 1industan

2nilever 3imited.


55/78

8$. /ank these companies from '!& based upon their prices of their productE

@'st rank being best in pricing policy and & th rank being the least in pricing

policyB

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

Ta5'e no ):/egarding ranking of company based upon their prices of

their product.

Company-

name

>9 9oo! Avg Poor >.P

I.T. #4 '* #0 '* '$

1.2.3 *- #$ #4 '# #0

=odrej #' '# *0 #4 #0

6roctor

=amble

# ') #) '* #$

6almolive # #) #$ # **

Tota' /# /# /# /# /#


56/78

ITC

HUL

Godrej

Proctar & Gamble

Pamolive

Fig.):/egarding ranking of company based upon their prices of their

product.

nterpretation:/egarding ranking of company based upon their prices

of their product 123 has gained more score then other companies and

stood first in the ranking position.


57/78

8-. /ank these companies from '!& based upon their 8uality of their productE

@'st rank being best in pricing policy and &th rank being the least in pricing

policyB

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

Ta5'e no ,: /egarding ranking of company based upon their 8uality of

their product.

Company-

name


I.T. '- '' #- '* #

1.2.3 '$ # '& # #-

=odrej #4 '& ' #& #-

6roctor

=amble

# '# '# ') #$

6almolive #4 #& #* #4 *

Tota' /# /# /# /# /#


58/78

ITC

HUL

Godrej

Proctar & Gamble

Pamolive

Fig.,:/egarding ranking of company based upon their 8uality of their

product.

nterpretation:/egarding ranking of company based upon their 8uality

of their product I.T.has gained more score then other companies and

stood first in the ranking position.

8&. /ank these companies from '!& based upon their availabilityG accessibility

of their productE


59/78

@'st rank being best in pricing policy and &th rank being the least in pricing

policyB

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

Ta5'e no /:/egarding ranking of company based upon their availabilityG

accessibility of their product.

Company-

name


I.T. $# #4 #* #$ #4

1.2.3 # '& '- # #$

=odrej #& #) #) '& '-

6roctor

=amble

#& #& ' '' '#

6almolive #' '& #) ' '0

Tota' /# /# /# /# /#


60/78

ITC

HUL

Godrej

Proctar & Gamble

Pamolive

Fig./: /egarding ranking of company based upon their availabilityG

accessibility of their product.

nterpretation: /egarding ranking of company based upon their

availabilityG accessibility of their product I.T. has gained more score

then other companies and stood first in the ranking position.


61/78

80. In the following products of 123 you are aware aboutE

aB 7air lovely

bB 3ifebuoy

cB +urf %"cel

dB +unsilk

eB 6epsodent

fB lose!up

Ta5'e no (: /egarding product awareness of 123 in rural customer.

C*TE*A NO OF

*ESPONENTS

PE*CENTA9E

7air

lovely

-# )#:

3ifebuoy $# 0#:

+urf %"cel -# )#:

+unsilk -& #:

6epsodent '# *#:

lose!up $& 4#:

Tota' /# 1##D


62/78

Fair & lovely

Lifebuoy

Surf ecel

Su!sil"

Pe#sode!t

Close$u#

Fig.(: /egarding product awareness of 123 in rural customer.

nterpretation:+unsilk has the ma"imum awareness with #: of

respondents knowing about the product. This may be due to strategic

rural marketing done by the marketers. 6epsodent runs last in the race in

terms of awareness may be the company needs to focus upon creating

higher awareness for it.


63/78

84. Are you aware about the discounts and festive offers which are given by

1industan 2nilever 3imitedE

aB Pes

bB Mo

Ta5'e no : /egarding awareness about the discounts and festive offers

which are given by 1industan 2nilever 3imited.

C*TE*A NO OF

*ESPONENT

S

PE*CENTA9E

Pes -# )#:

Mo '# *#:

Tota' /# 1##D


64/78

Yes

No

Fig.: /egarding awareness about the discounts and festive offers which

are given by 1industan 2nilever 3imited.

nterpretation: +ince )#: customers are saying yes for this ;uestion so

most of the people are aware about the discounts and festive offers

which are given by 1industan 2nilever 3imited.


65/78

8). Are these schemes @7ree gifts, discounts, offersB are profitable for

youE

aB Pes

bB Mo

Ta5'e no $: /egarding 6rofitability of the schemes which are launched

by 123.

C*TE*A NO OF

*ESPONENT

S

PE*CENTA9E

Pes $& 4#:

Mo '& $#:

Tota' /# 1##D


66/78

Yes

No

Fig.$: /egarding 6rofitability of the schemes which are launched by

123.

nterpretation: +ince 4#: customers are saying yes for this ;uestion so

most of the people are thinking that they are profitable schemes which

are launched by 123.

8'#. Are you aware about the campaigns, products of 123 such asQE


67/78

aB Fhusiyonkidoli

bB 7air lovely economic empowerment of women

cB 3ifebuoy +wasthyahetnaprogramme

dB 7air 3ovely +cholarship

Ta5'e no 0: /egarding Awareness of the campaigns which are launched

by 123.

C*TE*A NO OF

*EPONENT

S

PE*CENTA9

E

Fhusiyonkidoli #& '#:

7air lovely economic

empowerment of women

#& '#:

3ifebuoy

+wasthyahetnaprogram

me

$& 4#:

7air 3ovely

+cholarship

#& '#:

Tota' /# 1##D


68/78

%usiyo! "i doli

Fair & lovely eco!omic

em#o'erme!t of 'ome!

Lifebuoy S'astya Cet!a

#ro(ramme

Fair & Lovely Scolarsi#

Fig.0: /egarding Awareness of the campaigns which are launched by

123

nterpretation:+ince 4#: customers are saying that they are aware

about 3ifebuoy +wasthyahetnaprogrammeand rest of the campaigns

are not that much effective.


69/78

8''. >hat are the factors influencing your buying decisionE

aB 8uality

bB %asy availability

cB 8uantity

dB 3ow prices

Ta5'e no1#: /egarding factors influencing buying decision of rural

customers.

C*TE*A NO OF

*ESPONENTS

PE*CENTA9E

8uality #& '#:

%asy

availability

#& '#:

8uantity '# *#:

3ow prices $# 0#:

Tota' /# 1##D

)uality

*asy availability

)ua!tity

Lo' #rices


70/78

Fig.1#: /egarding factors influencingbuying decision of rural

customers.

nterpretation: +ince 0#: customers are saying that their buying

decision goes with the low prices and *#: people are saying that their

buying decision is influenced with the ;uantity which they avail with the

product.

8'*. >hat would they need to focus on to satisfy your re;uirements even moreE

aB 8uality


cB 8uantity

dB 3ow prices

Ta5'e no11: /egarding with the future needs which can satisfy the re;uirements

of the rural consumers.


71/78

C*TE*A NO OF

*ESPONENTS

PE*CENTA9E

8uality '# *#:

%asy availability #& '#:8uantity *# -#:

3ow prices '& $#:

Tota' /# 1##D

)uality

*asy availability

)ua!tity

Lo' #rices

Fig.11: /egarding with the future needs which can satisfy the

re;uirements of the rural consumers.

nterpretation: +ince -#: customers are focusing upon the ;uantity

which they avail while purchasing any product, $#: customer are

focusing upon low prices, *#: are focusing upon ;uality of product and

'#: are focusing upon easy availability of the product.


72/78

C2APTE* (

CONCL3SON

Conc'u-ion


73/78

Annexure

Annexure 1:

Bi5'iography

'( /ural arketing ( Indian 6erspective! Awadhes Fumar +ingh,

+atya6rakash6andey.

*( /ural arketing ( %nvironment, 6roblems and +trategies!T.6

=opalaswamy

$( www.hul.org


74/78

Annexure %:

ue-tionnaire

Mame of respondent( RRRRRRRRRRRR

=enderRRRRRRRRRRRRRRR

Age of respondent( RRRRRRRRRRRRR

8'. >hich company9s product would you like to prefer from the following

companiesE

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

fB Any other, please specifyRRRRRRRRRRRRRRRRR

8*. Are you aware about company named 1industan 2nilever 3imitedE

aB Pes


75/78

bB Mo

8$. /ank these companies from '!& based upon their prices of their productE

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

8-. /ank these companies from '!& based upon their 8uality of their productE

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

8&. /ank these companies from '!& based upon their availabilityGaccessibility

of their productE

aB I.T.

bB 1.2.3


76/78

cB =odrej

dB 6roctor =amble

eB 6almolive

80. In the following products of 123 you are aware aboutE

aB 7air lovely

bB 3ifebuoy

cB +urf %"cel

dB +unsilk

eB 6epsodent

fB lose!up

gB Any other, 6lease specifyRRRRRRRRRRRR

84. Are you aware about the discounts and festive offers which are given by

1industan 2nilever 3imitedE

aB Pes

bB Mo

8). Are these schemes @7ree gifts, discounts, offersB are profitable for youE

aB Pes

bB Mo


77/78

8. /ank these companies from '!& based upon their +chemes, discounts which

are profitable for youE

aB I.T.

bB 1.2.3

cB =odrej

dB 6roctor =amble

eB 6almolive

8'#. Are you aware about the campaigns, products of 123 such asQE

aB Fhusiyonkidoli

bB 7air lovely economic empowerment of women

cB 3ifebuoy +wasthyahetnaprogramme

dB 7air 3ovely +cholarship

eB Any other, 6lease specifyRRRRRRRRRRRRRRRRRRR

8''. >hat are the factors influencing your decisionE

aB 8uality


cB 8uantity

dB 3ow prices

8'*. >hat would they need to focus on to satisfy your re;uirements even moreE

aB 8uality



78/78

cB 8uantity

dB 3ow prices

Documents

Marketing Strategies for FMCG – a Case Study of Hindustan Unilever Limited