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Rural Marketing Strategies of Hindustan Unilever Limited and a Comparative Analysis in the Hair Oil Sector

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Introduction:
The issue of reaching the unreachable is gaining a new dimension and magnitude with the growing economy. Earlier the market research used to focus more on creating products for the urban market and distribute the same among the target segment. Today marketers are more focused, and they are adopting specific distribution system with suitable advertisement and sales promotion for targeting the rural markets. “Project Shakti” of HUL is one of them.

The issue of reaching the unreachable is gaining a new dimension and magnitude with the growing economy. Earlier the market research used to focus more on creating products for the urban and distribute the same among the target segment. Today marketers are more focused, and they are adopting specific distribution system with suitable advertisement and sales promotion for targeting the rural markets.

To be successful in rural market the marketers need to understand the belief system of rural India, their value system and taboos, and changing social factors like literacy, income, occupation, mobility, sex-ratio, status of women, attitudes toward communication, the message and media.

It has been proved again and again that pushing any product made for urban market pushed to rural market failed miserably in terms of touching the hearts and minds of the rural consumers. The rural consumers get motivated to purchase any product, when the message and product appeal them.

This report will discuss the innovative retailing strategy “Project Shakti” adopted by HUL for penetrating the rural market. This rural retail initiative was taken by HUL with a purpose of integrating business interest & social interest. This project is successful in creating micro-enterprise in rural areas. Also, urban business models are not really successful in tapping the full potential of several small clusters of consumers across remote markets.

Number of Pages of Project Report: 72
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
1.1 Current Status
1.2 Product Profile
CHAPTER 2: SECONDARY ANALYSIS
2.1 Phases in Retail Innovation
2.2 SWOT Analysis
2.3 PEST Analysis
CHAPTER 3: PRIMARY ANALYSIS
3.1 Methods
3.2 Selection of brands
3.3 Identification of attributes
3.4 Sampling design and population
3.5 Conduction of survey
3.6 Products
CHAPTER 4: DATA ANALYSIS
MAJOR FINDINGS
RECOMMENDATIONS
CONCLUSION
WEBLIOGRAPHY
BIBLIOGRAPHY
ANNEXURE: QUESTIONNAIRE


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