PROJECT STING

By: Divya Bhadouria Krutika Kalantry Ravneet Singh Sukriti Babbar Vaibhav Manocha Rohit Sharma

HLL: History
Indian Subsidiary of Unilever PLC. Founded in 1885 by Lever Brothers. Entered Indian Market in 1888 with

laundry soap-Sunlight.

Principle -Think Globally, Act Locally Indias Largest Household FMCG

Company

SURF
Launched Surf in 1959. Demonstrated how to wash clothes with

washing powder. Became an immediate success. BUT Expensive. Doubled its price. Only a fraction could afford.

Rise of NIRMA
1969 Karsanbhai Patels product

Nirma arrived
Affordable Detergent in Indian

Rural Market
1972- Patel registered it as Nirma

Chemical Works

The NIRMA Way

Simple means of Production Internal costs minimal. Simple non mechanized production process Saved Labor cost Well distribution network system on daily basis

Promotion
Catchy jingles Hired women to go into retail shops and ask for the

product

Granted Tax exemptions and cut in excise duties Saved millions in labor costs Stockists paid 50% of promotional expenditure Advertised at Moscow Olympics.

HLL ignored rural India as a potential market

HLLs Move Towards Rural Market

As stated by M.K. Gandhi : India Lives in Villages 70% of Indian Population lives in rural areas. Also known

as The Bottom Of Pyramid

Huge Opportunity for HLL

HLL Launched



Challenges
Transport facility to remote areas. Regional distribution warehouses in

villages having pop. more than 2000.

To create network of rural sub stockists

Advertisement
Ad Campaign at markets, cattle fairs,

festivals at forum Street Performances, entertaining Jingles Travelling Cinema Vans showing short videos

SURF V/s NIRMA

70 60 50 40 30 20 10 0 1975 76 77 78 79 80 81 82 83 84 85 86 87 Surf Nirma

Present Market Share

Market Share(%)

25 39 2 8 HLL Nirma P&G Henkle Others

26

THANK YOU

Tier 1 Tier 2 & 3

Tier 4

Tier 1 Pop. 75-100 million Income >$20,000 Tier 2 & 3 Pop. 1.75 billion Income $2,000-20,000 Tier 4 Pop. 4 billion Income < $2,000