HLL and Project Sting

HLL

India’s Largest FMCG company.

HLL came into being in 1956 through a merger of
Lever brothers, Hindustan Vanaspati Mfg. Co. Ltd.
And United Traders Ltd.
Headquarter in Mumbai.
In june 2007 the company renamed as Hindustan
Unilever Limited.
Brands Of HUL
Lifebuoy
LUX
Surf Excel
Rin
Wheel
Fair & Lovely
Pepsodent and many more
Launching Wheel
In 1985 New Advertisement campaign Launched
They advertise their product throughout rural India
presenting their message through colourful flyers,
posters on shops front.
Street performances with local magicians, dancers and
singers.
Cont...
Travelling cinema vans
And at every local place where consumers were
present.
For the first time in advertising all the water resources
in rural India such as wells , hand pumps and trees
around ponds were being advertised through stickers.
Scanned the hands of villagers using ultraviolet light
sensors.
Rural Distribution Network
Two major challenges
The lack of rural infrastructure
The problem of transporting products to remote
villages.
Distribution Network

HUL outlets were set up in villages that had good roads

and population more than 2000.
For the villages having population below 2000 HUL
launched project Streamline
 Rural distributor

 Rural Distributor supply about 15-20 rural sub

stockist.
 Sub stockist supply products for resale into the

villages.
• Transportation by any means available at hand.
Project streamline extended direct reach of HLL
from 25 to 37 %.
Creating New Customers
HLL done market testing in 1987 and launched Wheel
In 1988.
Initially Wheel sold at ` 5.50 only 0.25 paise higher
than Nirma.
One year later Wheel was the second largest brand in
India.
Through this business model HLL was able to gain
20% annual growth in revenues per year and 25%
growth in profit b/w 1995 to 2000.
Conclusion
Because of this business model HLL gained its much
respected position as trend setter.
Unilever applied this model into other international
rural markets such as Brazil, Indonesia and
Philippines.
Unilever moved to making smaller quantity products
to encourage rural people to continue purchasing and
came out from the Asian economic crisis strongly.
Thank you...