HINDUSTAN UNILEVER LIMITED

Uttam Kotdiya
Ankit Agarwal
Gaurav Gupta
Piyush Bharti
Kunal Dhammi
Gaurav Khattar
Vision~ HUL’s vision is to be an injury free
organization.
Mission~ They bring safety on top of
mind for all employees and will integrate it
with all business processes & ensuring a
safe and healthy work environment.
 Hindustan Uniliver Limited
India’s Largest fast moving consumer goods
company.
Market leader in home & personal care
product
 One of the country's largest exporters.
Hindustan Unilever Limited
Global Turnover ~US$55 Billion(2004).
Indian Subsidiary ~ Rs110 Billion
Employees ~ 15000.
Manufacturers & Marketers of
daily use categories~
Personal care, Fabric Wash, Beverages
Oral Care, Household Care, Hair care
Skin Care Oil & edible fats, Ice Creams
Culinary Products, Seeds & Fertilizers.
HUL – competitive environment
 As import restrictions were eased in early1990s,
HUL faced competition in almost every category,
from international as well as local rivals,
pressure impacting company’s sales and growth.
 HUL sought market leadership in a wide range
of product categories, hence competition was
never restricted to one or two large players
 Time to create new markets and dominate them
 HUL – Sales Organization
 Strong , well established brands were one
source of competitive advantage
 Local manufacturing capacity and supply
chain
 Vast sales and distribution system
ensuring superior reach into Indian
markets(from large to small towns , from
urban to semi urban centers)
 HUL Corporate Purpose
 Meet every day to people everywhere.
 Anticipate the aspiration of our consumer
&Respond creatively with branded products &
service which raise their quality of lives.
 Bring wealth of knowledge and international
expertise to the service of local consumer.
 Willingness to embrace new idea’s & learn
continuously.
 Rural venture Area’s of influence
Discontinues increase in direct rural reach.

Educational & attitudinal shift towards health, Access

hygiene etc.

Create a channel for Brand communication in Attitude

deep rural.
Awareness
Catalyze rural wealth creation.
Affluence
 Profile of Indian rural Economy
Sector %
Agriculture 78.0
Manufacturing 7.1
Service 5.8
Trade 4.4
Others 4.3
 MARKETING STRATEGIES OF
HUL FOR RURAL AREA

 For long term benefit HUL started

PROJECT STREAMLINE in 1997.
 Appointed 6000 sub-stockists that directly
covers about 50000 villages &250million
customers.
 Integrate, economic, environment, &social
objective with Business Agenda.
 PROJECT SHAKTI
Shakti was initiated to reach the massive
un-served and under-served markets that
cannot be economically and effectively
serviced through traditional methods. HUL
identifies underprivileged women in
villages and these women are trained to
become Shakti Entrepreneurs (SEs) i.e.
distributors of HUL products in villages to
earn a sustainable income through this
business
 PROJECT SHAKTI
 In 2000,with partnership of self help group of
rural women & covers 5000 villages in 52
districts in different states.
 SHAKTI targets small villages with the
population of less then 2000.Providing health &
hygiene education through shaktivani program.
 Since an individual was the entrepreneur
responsibility was not shared among many
 Incomes generated , while low if shared by large
group were significant if earned by individual
PROJECT SHAKTI
HUL invests resources in training these village
women to become entrepreneurs by helping
them become confident and independent. They
are also a source of inspiration for the other
women in the community. Hence, besides being
a sale, distribution and communication initiative,
Shakti is a micro-enterprise initiative that creates
livelihoods and improves the standard of life.
The Shakti initiative also enables rural
consumers to access world class products,
thereby reducing the menace of spurious
products
PROJECT SHAKTI
Today, it benefits business by significantly
enhancing HUL's direct rural reach and enabling
communication of HUL's brands effectively in
media-dark regions. The products distributed
through project Shakti are some of the country's
most trusted brands of consumer goods which
are specifically relevant to rural consumers.
From 17 SEs in 1 state in 2001 to more than
45,000 SEs in 2008, Shakti has indeed come a
long way in impacting lives in rural India
 SHAKTI
Now SHAKTI has been extended 80,000
villages in 15 states with 45,000 women
entrepreneurs & generating Rs.700-1000
per month to each women.
 SHAKTI- future orientation
Plans are also being down up to bring in
partners involved in agriculture, health,
insurance & education to catalyze overall
Rural development.
Shaktivani – The communicator
 Shaktivani program was a branded social
communication program targeted at the rural
community
 Local woman was appointed as a Vani, trained
and positioned as an expert on matters relating
to personal and community health and hygiene.
 In rural india, penetration and consumption of
products such as soaps or toothpaste were low,
in the long run will benefit HUL
 iShakti – The portal
 I shakti was a new Project Shakti initiative to
extend the benefits of information to rural India
 Objective of this portal was to empower the rural
community by creating access to information
 Registered users could log on to the site and
access information in content areas including
education , career opportunities , agriculture,
health , grooming , legal procedures , e
governance and entertainment
 Lifebuoy swasthaya chetna
 Life boy swasthaya chetna (LBSC) is a rural
health& hygiene initiative which was started in
2002.
 LBSC was initiative in media dark villages in (UP,
MP, Bihar, Orissa) with the objective of spreading
awareness about the washing hands with the
soup.
 Being India's leading personal wash health brand
Lifebuoy saw a role for itself in propagating the
massage of hygiene & health in village
 Lifebuoy swasthaya chetna
 LBSC is multi-phased activity which works
towards effecting behavior change amongst the
rural population it touches.
 It target children as they are the harbingers of
change in society and mothers since they are
the custodians of health.
 The first interaction with students is then
replicated with the women and finally the rest of
the community.
 Why all these program
 To take people aware
 To increase the consumption.
 To increase the income.
 To increase behavior in –
 Awareness & living standard Lifestyle
 Self consciousness.
 BOP business model
 Companies reach BOP with products/services
that cater to their unique needs
 Low price, high volume
 “Win-win” situation, benefiting company
(profit) and end-user (affordable products)
 Collaborate with grass-roots NGOs as links to
community, its perspective, needs, and
interests
 How is this different?
BOP is NOT
 Corporate Social Responsibility (CSR)
 Charity
 Philanthropy
 How is this different?
Instead…
 It’s a commercial, business venture
 People at BOP are seen as consumers or
partners with a voice, who can lift
themselves out of poverty by participating
in the market economy
 “Eradicating poverty through profits”
THANKS