Priti Tiwari

Roll No. 1

Rural Marketing of HUL

Submitted to Prof. Rupali Jain

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

Lifebuoys 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