PROJECT REPORT

ON

“RURAL MARKETING FMCG PRODUCT

HINDUSTAN UNILEVER LIMITED”

In partial fulfillment of MBA Part Time Course

Master of Business Administration (MBA)

Session 2019-20

Submitted to : Submitted by :
Dr. Alok Kumar Saxena Sanjeev Kaushal
Supervisor Roll No. 1709215171002
Enrol No. A-9215594
(MBA Part Time)
VIth Sem

S.P.C.J. INSTITUTE OF COMMERCE BUSINESS

MANAGEMENT AND ECONOMICS KHANDARI,
(DR.B.R. AMBEDKAR UNIVERSITY,
KHANDARI AGRA)
 DECLARATION

I, Sanjeev Kaushal, Roll No. 1709215171002 student of MBA (Part

Time) VI Semester, Seth Padam Chand Jain Institute of Commerce, Business
Management and Economics Session 2019-2020, hereby declare that the
Project Report title as “RURAL MARKETING FMCG PRODUCT
HINDUSTAN UNILEVER LIMITED.” is the outcome of my own work
and the same has not been submitted to any University/Institute for the award of
any degree /professional diploma.

Date:

Place: Agra Sanjeev Kaushal

Roll No. 1709215171002

Enrol No. A-9215594
(MBA Part Time)
VIth Sem
 S.P.C.J. INSTITUTE OF COMMERCE BUSINESS
MANAGEMENT AND ECONOMICS KHANDARI,
(DR.B.R. AMBEDKAR UNIVERSITY, KHANDARI AGRA)

CERTIFICATE

This is to certify that the report entitled “RURAL MARKETING

FMCG PRODUCT HINDUSTAN UNILEVER LIMITED.”

submitted by Sanjeev Kaushal Roll No. 1709215171002, MBA (Part Time)

VIth semester session 2019-2020 has worked under my supervision.

It is original work of the material involved in the project report as

collected by his own efforts.

Dr. ALOK KUMAR SAXENA

(Supervisor)
 ACKNOWLEDGEMENT

It is with great pleasure that, I present this project report on “RURAL

MARKETING FMCG PRODUCT HINDUSTAN UNILEVER LIMITED”

we gratefully acknowledge our profound ineptness towards our esteemed

Department of S.P.C.J. Institute of Commerce Business Management and

Economics Khandari, Agra for valuable guidance, Excellent supervision and

constant encouragement during the entire course of work.

I also express sincere gratitude to the Director Dr. Brajesh Rawat, and

respected faculty members Dr. Atul Mathur, Dr. Y.K. Sharma, Dr. Swati

Mathur, Dr. Ruchira Prasad, Dr. Seema Singh, Dr. Shweta Chaudhary of

management Department, S.P.C.J. Institute of Commerce Business

Management and Economics Khandari, Agra for providing helpful study

materials.

I also grateful to management Department S.P.C.J. Institute of Commerce

Business Management and Economics Khandari, Agra for having provided

excellent academic atmosphere in this institution, this made the Endeavour

possible.
 I am sincerely thankful to Dr. Alok Kumar Saxena to his guidance in

preparation of this project and completion of course by my mentor and my

project guide S.P.C.J. Institute of Commerce Business Management and

Economics Khandari, Agra for valuable guidance, Excellent supervision and

constant encouragement during the entire course of work.

Last, But not the least, I would like to thanks our loving parents and friends

for their encouragement and co-operation during the time of working through

this project.

SANJEEV KAUSHAL
Roll No. 1709215171002
Enrol No. A-9215594
(MBA Part Time)
VIth Sem

Seth Padam Chand Jain Institute of Commerce,

Business Management & Economics
 TABLE OF CONTENT

INTRODUCTION 1-9

OBJECTIVE OF THE STUDY 10-11

ANALYSIS OF THE RURAL MARKET IN INDIA 12-17

RECOMMENDED STRATEGIES FOR RURAL MARKETING 18-19

ADVERTISING IN RURAL INDIA 20-21

ABOUT FMCG 22-23

REASONS TO GO RURAL 24-27

KEY ISSUES FACED BY FMCG COMPANIES IN

RURAL MARKET 28-

36

FMCG CONSUMPTION IN RURAL INDIA 37-40

RANKING IN FMCG SECTOR 41

RURAL MARKETING – THE “HINDUSTAN UNILEVER LIMITED

PRESPECTIVE 42-51

RESEARCH METHODOLOGY 52-55

FINDING & ANALYSIS 56-68

CONCLUSION 69-70

RECOMMENDATION & SUGGESTION 71-72

LIMITATION 73-74

QUESTATIONNAIRE 75-77

BIBLIOGRAPHY (i)