S.Y.B.B.A.

SEMESTER-III
(2023-2024)
INNOVATION & STARTUP
ASSIGNMENT- 1

FULL NAME & ROLL NO: HANOZ BHAGAT-108

JAY DESAI-121

JASH CHAMPANERIA-117

SAGAR NAIK-185

CLASS: INNOVATION & STARTUP 1

SUBJECT: MARKETING MANAGEMENT

CASE STUDY: UNILEVER : WORKING BEYOND THE HORIZON
SUMBMISSION DATE: 13-09-2023
SUBMITTED TO: Dr. PRATIK PATEL
01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 1
 Unilever : Working Beyond the Horizon
Unilever has promoted some holistic
marketing ideas in Asia that have been
adopted elsewhere in the world. The business
has implemented several rural marketing
efforts that have caused revenues to increase
or quadruple.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 2

 Pool Women to Power Sales
Hindustan Unilever Limited (HUL), its Indian subsidiary, invented the idea of educating native
women as sales agents of its goods for door-to-door marketing in India's rural areas with its Shakti
project.
The company has tweaked this model for Bangladesh, Vietnam, Sri Lanka, Egypt, and other
countries.
They price their services and earn commissions on those sales. Points are also awarded for
incentives such as salon tables or mirrors.
The market potential is a huge mass-powerful 4.5 million women in 5,000 villages.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 3

 Undertake Grassroots Distribution
Of the 1 million retail outlets, sari-sari
stores make up around 95% of them.
Prominent Unilever products are more
easily accessible at sari-sari retailers.
Unilever organizes about 500 fiestas a
year, and the said sales of highlighted
brands typically fork up 30-80% during
the “fiesta” weeks.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 4

 Provide Services to Rural Clients

To provide rural clients with an urban shopping

experience as an alternative to traditional rural stores
with limited product or brand options, Unilever
Thailand created the "Platinum store" campaign.
According to research studies, sales at Platinum
locations increased three times as quickly as those
for the entire channel.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 5

 Create New Channels for Advertising
Hindustan Unilever has adapted a popular activity among thrifty cellphone users—the missed
call—to produce audio entertainment for rural communities in India using mobile technology.
In four months, HUL got 17 million calls and Wheel sales went up by 300% in the region.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 6

Designing Products and its price for rural
consumers
HUL was the first to employ low-cost, single-use packets in order to keep its products within
reach of the bottom-income demographics. These days, both industrialized and developing
nations use these packets often.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 7

 Training of managers to have rural
mindset
In ten nations in Asia and Africa, 2.3 billion people live in rural areas. Due to government
initiatives, remittances from rural migrants, and substantial involvement of NGOs and small
businesses, rural markets have given a major marketing potential and social groups in
developing more effective agricultural and sustainable living techniques.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 8

 Promoting Healthy body images
Unilever has own standards for healthy body
images. Since 2007, the company has always
look after the use of “size zero” models or actors
in their advertising. This is to ensure that
product advertisements do not promote
“unhealthy” body types.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 9

 Moral advertising and marketing
Company showcases the advantages of products and
product advancements utilizing a variety of brand
communication channels as a top global consumer goods
corporation.
On the very same time, the organization makes sure that
all of its commercials adhere to the fundamental standard
of being "legal, decent, honest, and truthful”.

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 10

 Questions
What elements did Unilever take into account while launching social marketing initiatives in
India and elsewhere?
Does this socially conscious marketing need the use of all four Ps in order to influence target
consumers' behavior?
Is a campaign that exclusively uses communication social marketing?
How to evaluate the effectiveness and reach of the target audience?

01/07/2024 B.R.C.M. COLLEGE OF BUSINESS ADMINISTRATION 11