Hll will adopt threepronged marketing strategy new price points, sizes and awareness campaigns for its detergents and soaps segment to augment rural growth. Deutsche banks namaste india conference, mumbai 22nd february, 2005 deutsche banks namaste india conference mumbai, 22nd feb 2005. Consumer buying behaviour and brand loyalty in rural markets. The case focuses on the various strategies employed by the company to counter the competition from the fmcg giants, particularly hll. Our mission is to provide an online platform to help students to discuss anything and everything about essay. Rural marketing and its importance your article library. Innovative rural marketing at bottom of pyramid by hul. Importance of marketing indicates the contribution of rural as well urban marketing. Once this is done press the button showing the picture and wait. Shukla vice principal bhubaneswar kendra bhavans centre for communication and management kharvela. Hindustan lever limited overview hindustan lever limited hll, a leader in the fastmoving consumer goods business, is among the top five exporters in india. Rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. Consumer buying behaviour and brand loyalty in rural. This confusion leads to distorted understanding of the problems of rural marketing and, more often perceptions.
Rural marketing in india role, types and minimization of risk in rural marketing. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. Rural marketing strategies hll retail promotion marketing. Promotions are a major component of hlls marketing strategy, and, prior to the implementation of the icollaboration suite, they put tremendous stress on manufacturing operations. The trigger point came when a local firm nirma, through its new product formulation, pricing and distribution challenged hlls detergent business.
The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. The success of companies like hll, parle, cavin care, lg, itc etc. This segment, commonly referred to as the bottom of the pyramid, presents. Introduction the indian market has expanded in the last few decades. Rural marketing can be define as a function that manages all activities involved in assessing, stimulating and converting the purchasing power of rural consumers into an effective demand for specific products and services and moving these products and services to the people in rural areas to create satisfaction and a better standard of living and thereby achieving. Rural market is growing faster than urban, rural marketing results into overall balanced economical and social. With its shakti initiative, hindustan unilever limited hul pioneered the concept of training local women as rural sales agents who sell. Project shakti of hul project shakti it was a initiative of hindustan liver limited company to enter the rural market efficiently along with a social objective of empowering rural women. Rural marketing strategies promotion strategy ways direct talk with traders, cooperative societies contacting friends and relatives village fairs towns and village market days agents commission basis. What are the main characteristics of rural markets in india. If you cannot find th edition can get 14th edition. University rohtak haryana abstract the indian rural market is growing at tremendous pace.
Art of social entrepreneurship for livelihood in rural india. In an industry driven by volumes but sustained on margins where a small local player like balaji chips can make the mnc giant like fritolays huff and puff it is imperative to device new and innovative ways to open up new. Why is building awareness a challenge in rural marketing. Risk plays a vivid role in the profitability and successful functioning of rural marketing or any marketing system. Rural marketing rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives. Places far away from the town or city rural marketing according to national commission on agriculture. Hul is a marketing focused company with a wide network and a diverse product portfolio which is deep as well as broad. Firms should abstain from designing goods for the urban markets and. There are number of theories of profits like uncertainty, contingencies theory, risk bearing theory, m. Sep 30, 2011 hindustan lever limited an era of rural marketing 1980 to 1990 was the golden period of hll in 1999 it stated its policy to double its turnover in next 5 years from rs 10,000 cr to rs 20,000 cr it took 10 years to double their sales after year 2000 hll failed to deliver on the top line even though serving 10 lakh retail outlets now serves. Shukla vice principal bhubaneswar kendra bhavans centre for. This paper explains the potential of the rural market and the issues of concern with regard to rural marketing. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. Rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market.
Coming to the frame work of rural marketing, rural marketing broadly involves reaching the rural customer, understanding their needs and wants. Dec 03, 2018 in order to combat the poor consumer sentiments in the rural markets, fast moving consumer goods read more post merger. Rural consumer is now having saving habits due to the efforts of cooperative and commercial banks. The condom social marketing project in the new states envisages a manpower strength of over 600 employees. Hll decentralized the production, marketing, and distribution of the product to leverage the abundant labor pool in rural india, quickly creating sales channels through the thousands of small outlets where people at the bottom of the pyramid shop. Hindustan lever limited an era of rural marketing 1980 to 1990 was the golden period of hll in 1999 it stated its policy to double its turnover in next 5 years from rs 10,000 cr to rs 20,000 cr it took 10 years to double their sales after year 2000 hll failed to deliver on the top line even though serving 10 lakh retail outlets now serves.
Pdf hindustan unilever limited a study on the marketing. The concept of rural marketing differs from different things to different persons who are active participants in marketing. As a result, hll has planned a rural marketing program that is expected to result in a marked growth in the consumption of the companys products in the rural market. So far, hll had ignored rural india as a potential market, but nirmas recent success in this area had sent hll straight to the drawing board. Presently more than 33% of indias savings comes from rural india. What is rural government agencies like irda insurance regulatory and development agency and ncaer national council for applied economic research define rural as villages with a population 5000 75% of the mail. Mbah4010 rural marketing hlls soaps, detergents and household care business continued to grow ahead.
The nirma story case study free management articles. Rural marketing involves more exhaustive personal selling efforts compared to urban marketing. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. Today hll dominates rural markets and has a presence in more than one lakh villages. The uplifting effects of marketing on the rural populace and the need to involve rural entities in the marketing efforts of companies that desire to sell to rural consumers were highlighted by.
A course material on sasurie college of engineering. The rural market in indian economy can be classified under two broad categories. Unilevers indian subsidiary, hindustan lever ltd hll, considered one of the bestmanaged companies in india, understands the importance of rural marketing. Hll is focusing a mobile substockist in hinterland towns having a population less than 20,000 to supply its toothpaste brands. Mba project report on rural marketing 1 jlk92y9zj545. It is a twoway marketing process wherein the transactions can be.
Rural marketing strategies hll free download as pdf file. In the process of defining rural market, for the purpose of clarity, it has been attempted to firstly, deal these two terms market and rural separately and then combine them into one, later. Hll has come out with a new distribution model with main objective to develop incomecreating capabilities of underprivileged rural women by providing a sustainable enterprise opportunity and to improve rural living standards through health and hygiene awareness. How unilever reaches rural consumers in emerging markets. G company this project report is prepared as a partial fulfillment of the pgdm program 201214 submitted by suvransu sekhar pala regd. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. Hll derives 50% of its revenue from rural areas, sells lux shampoo in a four milliliter sachet priced at 50 paisa and sixmilliliter.
The great indian rural malls, part 4 marketing rural festivals. 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. Hll rewrites strategy for greater penetration of rural markets. Rural customer values old customs and traditions and are interested in deriving core benefit from the product. Hll plans rural campaign to reposition lifebuoy to pitch on. Acropdf a quality pdf writer and pdf converter to create pdf files.
Hul has transferred the marketing battlefield from the cities to the rural areas. All the fmcg companies viz hll, pepsi, coca cola, britannia, colgate, palmolive, samsung. Moving consumer goods company, touching the lives of most of the indians. Major players like colgate, dabur, etc fo llowed suit. Rural marketing strategies promotion strategy types television cinema radio print media hoardings promotion in melashaats etc. This calls for not just the translation of sales and marketing content but also. Hindustan unilever limited a study on the marketing concept. The first one is a strong need for regionalization. The positive results achieved by hlls project shakti, colgates project. This website includes study notes, research papers, essays.
The entire sales delivery should preferably be in the local language. Ide designed a low cost manual pump, branded kb krishna. Downloadthe rural marketing book by pradeep kashyap pdf. Currently hll is implementing the naco condom social marketing programme in maharastra, gujarat, karnataka may 2012 april 20 and also the extension till 30th sep 2012 of punjab, haryana, chandigarh project. Rural marketing has become the latest mantra of most corporate. Hll produces some 7,000 live shows annually in rural villages across the country to educate consumers to the need for personal hygiene products, entertain them. The nirma story case study free management articles free. In addition, it also includes the marketing in the rural areas. Rural and agricultural marketing 3 there are several challenges confronting sales and marketing executives in the rural domain.
Feb 19, 2008 salt hll initiated rural marketing stint. Coming to the frame work of rural marketing, rural marketing broadly. Rural marketing strategies hll free download as word doc. Rural marketing is defined as any marketing activity in which the one dominant participant is from a rural area. All the fmcg companies viz hll, pepsi, coca cola, britannia, colgate, palmolive, samsung etc. With such a large untapped market potential, the rural marketer has to make a difficult choice from various decision making alternatives. This implies that rural marketing consists of marketing of inputs products or. Unilever took its inciative in rural marketing concept and introduced various distribution channels to understand the need of rural consumers. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. Rural marketing implies applying marketing theory and directing marketing efforts to create and satisfy needs and wants of rural market customers. The case study the nirma story talks about how nirma carved a niche for itself in the highly competitive detergents and toilet soaps market in india.
Rural marketing project marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. Hll has reached out to 35,000 villages, 22 million households and spent. A course material on ba 7016 rural marketing by mr. In the 1960s hindustan lever ltd hll saw rural markets as an opportunity and entered with lifebuoy soap. However, rural markets and rural marketing have special features. Discuss hll marketing strategy within the marketing management forums, part of the publish upload project or download reference project category. Hll started operation bharat to tap the rural markets. The rural market of india started showing its potential in the. Research project report on scope of rural marketing for f. It shows how nirma used its costreduction strategies to achieve success. Case study will help students to know importance of rural marketing. Chapter 1 introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution. A study of panipat area rajiv kaushik1, 2kapil dev 1professor, department of management vaish college of engineering, rohtak haryana 2research scholar, imsar, m.
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