sweta madam rural marketing
TRANSCRIPT
-
7/31/2019 Sweta Madam Rural Marketing
1/29
A
RESEARCH PROPOSAL
ON
STUDY ON RURAL MARKETING -WITH SPECIAL EMPHASIS
ON CUSTOMER PREFERENCE FOR HUL IN RURAL INDIA
SUBMITTED TO:LATE.SMT.SHARDABEN GHANSHYAMBHAI PATEL INSTITUTE OF
MANAGEMENT STUDIES. DHARMAJ.
AFFILIATED TO GUJARAT TECHNOLOGICAL UNIVERSITY.(BATCH: 2011-2013)
GUIDED BY: PREPARED BY:
Miss. Shweta Patel Bhavsar Nirmal M.
Enroll No:-117330592008
-
7/31/2019 Sweta Madam Rural Marketing
2/29
ACKNOWLEDGEMENTS
It is a pleasure indeed to have this opportunity to release the feeling
of gratitude imprisoned in my heart to a number of helping hands who
not only helped me in shaping up this project work but making it a
successful one.
I am thankful to the Shweta Patel and Priyanka Madam whom I always
looked upon for inspiration in difficult times during the project work and
who provided me with a congenial and free working environment to
shape this project work.
I thank my friends, my Family members and my relatives for bearingme and supporting me throughout the research. They were the
source of inspiration whenever I needed. It was just because of their
divine love and support that made me work properly and complete my
objectives in a splendid manner.
Last but not the least my thanks to all my colleagues and the staff of
rural relation Khambhat & Anand for their inspiration and support.
Yours faithfully
Nirmal Bhavsar
-
7/31/2019 Sweta Madam Rural Marketing
3/29
PREFACE
M.B.A. means Master of Business Administration is an intensive two
year full time master degree programme. The practical training at the
level of 4th semester of MBA is helpful to develop the student ability
and to get familiarize with the corporate environment. Theoretical
studies give enough back ground for career development but practical
training has equal contribution in the development of career. At this
stage we are realizing that EXPERIANCE IS THE BEST TEACHER is
a true wording. I feel great pleasure to submit my report on Student
Comprehensive Project conducted by Gujarat Technological
University, Ahmadabad and which is adopted by Late Smt.
Shardaben Ghanshyambhai Patel Institute of management
Studies, Dharmaj Practical training will also be helpful to us in future
to get jobs in reputed company to make our bright future programme.
Practical training related to the different areas like Financial
Management provide efficient knowledge about ratio analysis, working
capital structure, leverage analysis, cost of capital etc. Human
Recourse Management provide knowledge about how to recruitment,
selection, training and development, motivate people etc. Marketing
Management provide knowledge about how to launch, advertising of
our product in the market, customer relationship management,
personnel selling, direct marketing etc..
-
7/31/2019 Sweta Madam Rural Marketing
4/29
EXECUTIVE SUMMARY
The main objective of theproject is to get the full knowledge of
the products ofthe HUL and what are they doing to get
the customer loyalty, to maintain their market. This is
also to find the preferences of customer and there
market knowledge and product information, informationabout the presence of the rival of HUL and all the other
-
7/31/2019 Sweta Madam Rural Marketing
5/29
options they have in the market. What are t h e
techniques they adopt to know about the preferences
and changingneeds of the customer?
HUL are also looking to tap the market in rural sector, sothey also taking into consideration the needs and wants
of thepeople there. They are also studyingthe consumption
habits of the rural people. Like most of them are daily
wage earners or small peasants, so they are studying
the buying patterns of t h em also.
In country like India, where the 70% of the people live in rural area, the
rural market holds a lot of marketing potential. There is a wide spread
difference in the standard of living between urban and rural India. In
order to launch products and develop advertising for rural market there
is a need to understand both the rural context and also the consumer
very well. Promotion of brands in rural markets requires the special
measures. Due to the social and backward condition the personal
selling efforts have a challenging role to play in this regard. The word
of mouth is an important message carrier in rural areas. Infect the
opinion leaders are the most influencing part of promotion strategy of
rural promotion efforts. The experience of agricultural input industry
can act as a guideline for the marketing efforts of consumer durable
and non-durable companies. Relevance of Mass Media is also avery important factor. The strong Indian brands have strong brand
equity, consumer demand-pull and efficient and dedicated dealer
network which have been created over a period of time. The rural
market has a grip of strong country shops, which affect the sale of
various products in rural market. The companies are trying to trigger
growth in rural areas. They are identifying the fact that rural people are
now in the better position with disposable income. The low rate finance
availability has also increased the affordability of purchasing the
costly products by the rural people. Marketer should understand the
price sensitivity of a consumer in a rural area. This research paper
will be therefore an attempt to study the brandpromotion in the ruralmarket and the overall potential of the rural market. Branding
correlates with Image Building in an organization vis--vis its products
produced/services rendered. In the vicinity of today's Marketing
scenario along with advancement in technology, Brand Management is
the order of the day. In the process of branding, the aspect of brand
activation at ATL (above the level) and BTL (below the level) makes a
vital contribution for the marketing journey. To attain a safe platform in
Brand activation, the Marketing Managers pay attention and focus in adiligent manner on the value based credentials of the users in the
-
7/31/2019 Sweta Madam Rural Marketing
6/29
Marketing arena. A full- fledged dedicated team with multi focused
thoughts only can do the needful for the successful brand
management. Good branding strikes a chord with viewers help them
relate with the product and reflect their aspirations. The studies
suggest that there has been extra-ordinary growth in this sector andthe trend is likely to continue over a period of time as the market is in
the very initial stages of the life cycle.
-
7/31/2019 Sweta Madam Rural Marketing
7/29
Sr. No Topics Page No
Abstract
-
7/31/2019 Sweta Madam Rural Marketing
8/29
In country like India, where the 70% of the people live in rural area, the
rural market holds a lot of marketing potential. There is a wide spread
difference in the standard of living between urban and rural India. In
order to launch products and develop advertising for rural market there
is a need to understand both the rural context and also the consumervery well. Promotion of brands in rural markets requires the special
measures. Due to the social and backward condition the personal
selling efforts have a challenging role to play in this regard. The word
of mouth is an important message carrier in rural areas. Infect the
opinion leaders are the most influencing part of promotion strategy of
rural promotion efforts. The experience of agricultural input industry
can act as a guideline for the marketing efforts of consumer durable
and non-durable companies. Relevance of Mass Media is also a
very important factor.
Rural markets are an important and growing market for most products
and services including telecom. The characteristics of the market in
terms of low and spread out population and limited purchasing power
make it a difficult market to capture. The Bottom of the pyramid
marketing strategies and the 4 A's model of Availability, Affordability,
Acceptability and Awareness provide us with a means of developing
appropriate strategies to tackle the marketing issues for marketing ,
services in rural areas. Successful cases like the Grameen Phone in
Bangladesh and Smart Communications Inc in Philippines alsoprovide us with some guidelines to tackling the issue.
-
7/31/2019 Sweta Madam Rural Marketing
9/29
Chapter -1
Introduction
India s way is not Europe s. India is not Calcutta and Bombay.
India lives in her seven hundred thousand
-
7/31/2019 Sweta Madam Rural Marketing
10/29
villages.....................Mahatma Gandhi, 1926
Marketing in developing countries like India have often been
borrowed from the western world. Concepts like Brand identity, Customer
relationship management, 4 Ps of the marketing mix, Consumer behaviorprocess; Segmentation, targeting and positioning etc. have often been lifted
straight from the marketing intelligentsia abroad and adopted in Indian
conditions, often with minimal success. Reason lies not in the fault of such
concepts, but their integration with the Indian ethos and culture.
Rural market
India lives in her villages .As described by Adi Godrej, Chairman , Godrej Group The rural
consumers is discerning and the rural market is vibrant . At the current of
growth , it will soon outstrip the urban market. The rural market is no longer
sleeping but we are .
Before gamboling into issues like where the Indian rural market stands
and the opportunities for corporates to explore there... let's look at the
definition of urban and rural India. The Census defined urban India as - "All the
places that fall within the administrative limits of a municipal corporation,
municipality, cantonment board etc or have a population of at least 5,000 andhave at least 75 per cent male working population in outside the primary sector
and have a population density of at least 400 per square kilometer. Rural India,
on the other hand, comprises all places that are not urban!"
-
7/31/2019 Sweta Madam Rural Marketing
11/29
In our country over 70%of the total population live in villages. There are states
like U.P, M.P, Bihar, Rajasthan and Orissa where rural population varies from 8
to 9 percent. Agriculture and agriculture related activities contribute to about
75%of the income in rural areas. The general impression is that the rural
markets have potential only for agricultural inputs like seeds, fertilizers and
pesticides, cattle feed and agricultural machinery. More than 50%of the
national income is generated in rural India and there are opportunities to market
modern goods and services in rural areas and also market agricultural products
in urban areas. Infact it has been estimated that the rural markets are growing
at fives times the rate of urban markets. About 70% of bicycles, mechanical
watches and radios and about 60%of batteries, sewing machine and table fans
are sold in rural India. At the same time the sales of color television, washing
machines, refrigerators, shampoos, face cream, mosquito repellent and tooth
paste are very low and there is tremendous potential for such products in ruralmarkets.
-
7/31/2019 Sweta Madam Rural Marketing
12/29
Rural market for FMCG on upswing - By Business Standard
Ruchita Saxena / Mumbai December 27, 2007
Fast moving consumer goods (FMCG) companies can rejoice as the
Rs 27,369 crore rural market in the country registered a growth rate of
17 per cent in the first ten months this year. About 34 per cent of the
off take for FMCG products came from rural areas. FMCG
companies are trying to tap the rural market with more vigor, given the
fact that nearly 70 per cent of the countrys population lives in villages.
The estimated number of households that are using FMCG products in
rural India have grown from 13.6 crore in 2004 to 14.3 crore in 2007.This growth was achieved on an average year- on-year growth of 1.8
per cent in the number of households, which use at least one FMCG
product.
For some FMCG categories, the penetration levels have remained
stagnant over the past three years. In others, the growth has been
faster.
A study by market research firm IMRB International shows that
while the monthly consumption categories comprising detergents andtoilet soaps have remained largely stagnant with a 92 per cent
penetration, categories such as liquid shampoos have grown from
68 per cent in 2004 to 83 per cent in 2007. Moving to higher-value
products seems to have happened across categories, from
toothpowder to toothpaste or from unbranded to branded products.
-
7/31/2019 Sweta Madam Rural Marketing
13/29
HULs association with rural India
Mr Manwani spoke about the importance of rural India for Hindustan
Unilever. More than 40% of our products are consumed in the fast
growing markets of rural India. We have been pioneers in developing
rural markets through affordable brands and an unparalleled
distribution reach, he said.
Mr Manwani spoke about how HUL is bringing alive the spirit of the
Unilever Sustainable Living Plan to holistically contribute to the social,
economic and environmental agenda with a significant impact on rural
India. He spoke about how the company was working with small holder
tomato farmers in Karnataka, Punjab and Maharashtra to help them
adopt sustainable agricultural practices. We have initiated work to
encourage the adoption of sustainable farming practices by our
suppliers of tea, fruits and other vegetables both for India and other
Unilever markets, he said.
Referring to Project Shakti, Mr Manwani spoke about how it created
income generating opportunities for 45,000 rural impoverished women
and has also helped to increase the rural distribution of the Company.Project Shakti is an excellent example of doing well by doing good,
he said.
Speaking about Pureit, Mr Manwani referred to the launch of Pureit
sachet and how it would help in a big way to make safe drinking water
accessible & affordable to millions of consumers in India.
-
7/31/2019 Sweta Madam Rural Marketing
14/29
HUL Product line and its Segmentation in rural
market
Product line
Brands
HUL is the market leader in Indian consumer products with presence in
over 20 consumer categories such as soaps, tea, detergents and
shampoos amongst others with over 700 million Indian consumers
using its products. Seventeen of HULs brands featured in the
ACNielsen Brand Equity list of 100 Most Trusted Brands Annual
Survey (2011). The company also happens to have the highest number
of brands in this list, with six brands featuring in the top 15 list.
The company has a distribution channel of 6.3 million outlets and owns
35 major Indian brands. Its brands include:
Food brands:
Annapurna salt and atta
Bru coffee
Brooke Bond(3 Roses, Taj Mahal, Taaza, Red Label) tea
Kissan squashes,ketchups, juices and jams
Liptontea
Knorrsoups & meal makers and soupy noodles
Kwality Wall'sfrozen dessert
Modern Bread, ready to eat chapattis and other bakery items
Home Care Brands
ActiveWheel detergent
CifCream Cleaner
Comfortfabric softeners
Domexdisinfectant/toilet cleaner
Rindetergents and bleach Sunlight detergent and colour care
http://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/ACNielsenhttp://en.wikipedia.org/wiki/Brooke_Bondhttp://en.wikipedia.org/wiki/Brooke_Bondhttp://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Knorr_(brand)http://en.wikipedia.org/wiki/Knorr_(brand)http://en.wikipedia.org/wiki/Kwality_Wall%27shttp://en.wikipedia.org/wiki/Kwality_Wall%27shttp://en.wikipedia.org/wiki/Modern_Food_Industries_(India)_Ltdhttp://en.wikipedia.org/wiki/Modern_Food_Industries_(India)_Ltdhttp://en.wikipedia.org/wiki/Wheel_(detergent)http://en.wikipedia.org/wiki/Cifhttp://en.wikipedia.org/wiki/Cifhttp://en.wikipedia.org/wiki/Comfort_(fabric_softener)http://en.wikipedia.org/wiki/Comfort_(fabric_softener)http://en.wikipedia.org/w/index.php?title=Domex&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Domex&action=edit&redlink=1http://en.wikipedia.org/wiki/Surf_(detergent)http://en.wikipedia.org/wiki/Surf_(detergent)http://en.wikipedia.org/wiki/Surf_(detergent)http://en.wikipedia.org/w/index.php?title=Domex&action=edit&redlink=1http://en.wikipedia.org/wiki/Comfort_(fabric_softener)http://en.wikipedia.org/wiki/Cifhttp://en.wikipedia.org/wiki/Wheel_(detergent)http://en.wikipedia.org/wiki/Modern_Food_Industries_(India)_Ltdhttp://en.wikipedia.org/wiki/Kwality_Wall%27shttp://en.wikipedia.org/wiki/Knorr_(brand)http://en.wikipedia.org/wiki/Liptonhttp://en.wikipedia.org/wiki/Brooke_Bondhttp://en.wikipedia.org/wiki/ACNielsen -
7/31/2019 Sweta Madam Rural Marketing
15/29
Surf Excel detergent and gentle wash
Vimdishwash
Magic Water Saver
Personal Care Brands
Aviance Beauty Solutions
Axedeodorant and aftershaving lotion and soap
LEVER Ayush Therapy ayurvedic health care and personal care
products Breeze beauty soap
Clear anti-dandruff hair products
Clinic Plus shampoo and oil
Close Uptoothpaste
Dovebar & skin cleansing, hair care range,lotions & Creams and anti-
perspirant deodorants
Denim shaving products
Fair & Lovely - fairness products
Hamam Lakmbeauty products and salons
Lifebuoy soaps and handwash range
Liril2000 soap
Luxsoap, body wash and deodorant
Pearssoap
Pepsodenttoothpaste
Pond'stalcs and creams
Rexonasoap
Sunsilk shampoo
Sure anti-perspirant
Vaseline petroleum jelly, skin care lotions
Water Purifier Brand:
Pureit Water Purifier
http://en.wikipedia.org/wiki/Surf_Excelhttp://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Lynx_(grooming_product)http://en.wikipedia.org/wiki/Lynx_(grooming_product)http://en.wikipedia.org/wiki/Ayurvedichttp://en.wikipedia.org/wiki/Ayurvedichttp://en.wikipedia.org/wiki/Close-Up_(toothpaste)http://en.wikipedia.org/wiki/Close-Up_(toothpaste)http://en.wikipedia.org/wiki/Dove_(toiletries)http://en.wikipedia.org/wiki/Dove_(toiletries)http://en.wikipedia.org/wiki/Hamam_(soap)http://en.wikipedia.org/wiki/Lakme_cosmeticshttp://en.wikipedia.org/wiki/Lakme_cosmeticshttp://en.wikipedia.org/wiki/Lifebuoy_(soap)http://en.wikipedia.org/wiki/Lirilhttp://en.wikipedia.org/wiki/Lirilhttp://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Pears_soaphttp://en.wikipedia.org/wiki/Pears_soaphttp://en.wikipedia.org/wiki/Pepsodenthttp://en.wikipedia.org/wiki/Pepsodenthttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Rexonahttp://en.wikipedia.org/wiki/Rexonahttp://en.wikipedia.org/wiki/Sunsilkhttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Sunsilkhttp://en.wikipedia.org/wiki/Rexonahttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Pepsodenthttp://en.wikipedia.org/wiki/Pears_soaphttp://en.wikipedia.org/wiki/Lux_(soap)http://en.wikipedia.org/wiki/Lirilhttp://en.wikipedia.org/wiki/Lifebuoy_(soap)http://en.wikipedia.org/wiki/Lakme_cosmeticshttp://en.wikipedia.org/wiki/Hamam_(soap)http://en.wikipedia.org/wiki/Dove_(toiletries)http://en.wikipedia.org/wiki/Close-Up_(toothpaste)http://en.wikipedia.org/wiki/Ayurvedichttp://en.wikipedia.org/wiki/Lynx_(grooming_product)http://en.wikipedia.org/wiki/Vim_(cleaning_product)http://en.wikipedia.org/wiki/Surf_Excel -
7/31/2019 Sweta Madam Rural Marketing
16/29
The latest launches for Hindustan Unilever include:
Axe soap bar, air and Lovely advanced multi vitamin,Pepsodent Expert
protection range, Pepsodent Mouthwashes, Vaseline moisture therapy
Heel Cream, Lakme Perfect Radiance range, Kissan sweet and spicy
ketchup, New Vanilla Supreme from Kwality Walls, Kwality Walls
Selection Range and Pureit Advanced with Double Protection.
Segmentation Of HUL
HUL is the largest FMCG company. HULs products are now in 2
hands out of 3 hands of India.
The customer of HUL products is every one. Starting with child, youth
to old age as well.
Women are fond of the product of HUL. All product are available for
womens needs & desires
So, HUL is targeting as a whole for its product.
-
7/31/2019 Sweta Madam Rural Marketing
17/29
Literature Review
-
7/31/2019 Sweta Madam Rural Marketing
18/29
Review of Literature
Rural market is one of the best opportunities for the FMCG sector. In some
sense we can say that rural market is future of FMCG.
1.Basu Purba (2004),suggested that the lifestyle of rural consumers is changing.
Rural Indian market and the marketing strategy have become the latest
marketing buzzword for most of the FMCG majors. She added the strategies of
different FMCG companies for capturing rural market like Titan s Sonata watches,
Coco Cola s 200mlbottle, different strategies of HUL and Marico etc. She takes
into consideration the study of National Council for Applied Economic Research
(NCAER).According to the NCAER projections, the number of middle and high-
income households in rural area is expected to grow from 140 million to 190
million by 2007.In urban India, the same is expected to grow from 65 million to
79 million. Thus, the absolute size of rural India is expected to be double that of
urban India.
2.Tognatta Pradeep (2003),suggested that ,the economic growth in India's
agricultural sector in last year was over 10%,compared with 8.5%in the industrialsector. This implies a huge market potentiality for the marketer to meet up
increasing demand. Factors such as village psyche, strong distribution network
and market awareness are few prerequisites for making a dent in the rural
markets. The model is of the stolid Anglo-Dutch conglomerate Unilever Group,
which has enjoyed a century-long presence in India through its subsidiary
Hindustan Lever Ltd. It was Hindustan Lever that several years ago popularized
the idea of selling its products in tiny packages. Its sachets of detergent and
shampoo are in great demand in Indian villages. Britannia with its low priced
Tiger brand biscuits has become some of the success story in rural marketing.
-
7/31/2019 Sweta Madam Rural Marketing
19/29
3. Dr. N. Rajendhiran(MBA, PhD)/ Mr. S. Saiganesh(MBA,
MA,M.Phil)/ Ms. P. Asha (MBA)
Prime Minister Dr. Manmohan Singh recently talked about his vision for ruralIndia:
"My vision of rural India is of a modern agrarian, industrial and services
economy co- existing side by side, where people can live in well-equipped
villages and commute easily to work, be it on the farm or in the non-farm
economy. There is much that modern science and technology can do to
realise this vision. Rural incomes have to be increased. Rural infrastructure
has to be improved. Rural health and education needs have to be met.
Employment opportunities have to be created in rural areas."
'Go rural' is the slogan of marketing gurus after analyzing the socio-
economic changes in villages. The Rural population is nearly three
times the urban, so that Rural consumers have become the prime
target market for consumer durable and non-durable products, food,
construction, electrical, electronics, automobiles, banks, insurance
companies and other sectors besides hundred per cent of agri-input
products such as seeds, fertilizers, pesticides and farm machinery. The
Indian rural market today accounts for only about Rs 8 billion of the total ad pie
of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly thereseems to be a long way ahead. Although a lot is spoken about the immense
potential of the unexplored rural market, advertisers and companies find it
easier to vie for a share the already dividend urban pie.
-
7/31/2019 Sweta Madam Rural Marketing
20/29
RESEARCH PROBLEM AND ITS
BACKGROUND
-
7/31/2019 Sweta Madam Rural Marketing
21/29
RESEARCH PROBLEM
HUL is facing the problem rather challenges from
Large number of players in the market tinuous changes in the taste and preferences of the customers
such problems were identified as Research Problems and the objective
statement was formed on its basis.
The research problem is that of study of rural market with specialemphasis on Customer preference for HUL in rural India through Rural
relation. And understanding the process of rural marketing and the
underlying problems within and measures taken thereof.
Research to find out following
Acceptability among the customers motional analysisRural relation is an organization which is working in rural market forvarious companies. Who helps them for provide information about
product with helps of market research? and helps in companies as end
to end users for establish in rural market.
Rural relation worked on project for leading companies like ICICI
prudential, HLL, Rasana, and hutch. Rural relation building
relationships in rural India with key influencers.
-
7/31/2019 Sweta Madam Rural Marketing
22/29
Statistical Glance
A glance at the following statistics will help to get a fair idea of the
consumers in Rural India:
1. 46 percent of soft drinks.
2. 49 percent of motorcycles.
3. 59 percent of cigarettes.
4. 18 million TV Sets.
5. 50 percent of 2 million BSNL mobile connections.
6. 53 percent of FMCG products.
7. 59 percent of consumer durables are sold in rural India.
Rural markets, as part of any economy, have untapped potential.
There are several difficulties confronting the effort to fully explore rural
markets. The concept of rural markets in India, as also in several other
countries, like China, is still in evolving shape, and the sector poses a
variety of challenges, including understanding the dynamics of the
rural markets and strategies to supply and satisfy the rural
consumers.
Myth-1: Indian rural market is a homogeneous mass.
Reality- its a heterogeneous mass. Various tires are present
depending on the income like big land lords, Traders small farmers:
labor artisans. People belonging to deferent social classes stay in
concentric area. So the available product suffice the consumption
for everyone.
-
7/31/2019 Sweta Madam Rural Marketing
23/29
Myth-2: disposable income is low.
Reality- number of middle class HHs people(annual income Rs
50,000-2,50,000)for rural sector is 27000000 compared to urban sector
29400000.Rural income CAGR was10.95% compared to 10.74%in
urban India between 1970-71 and 1993-94, the disposable income is
slightly higher in rural market.
Myth-3: Individual decides about the purchases.
Reality- decision making process is collective. Purchase process-
influencer decider and buyer. One who can pay all its different.
Marketers must address brand message at all levels. Rural youth bring
brand knowledge to Households (HH). Basic awareness about the
product brand has to be there in market. This can be done by putting
small advertising sheets at the mandis and where the regular mass
meets regularly.
-
7/31/2019 Sweta Madam Rural Marketing
24/29
Research
Methodology
-
7/31/2019 Sweta Madam Rural Marketing
25/29
Primary data & Secondary data
Primary data has been collected through personal contact. For this
purpose both Questionnaire and one-on-one interview was
considered with the consumers, shop Owners, distributors & suppliers
of the company.
Secondary data has collected from magazines, newspaper,
company literature and Websites.
-
7/31/2019 Sweta Madam Rural Marketing
26/29
OBJECTIVES
-
7/31/2019 Sweta Madam Rural Marketing
27/29
PRIMARY OBJECTIVE
Customer preference and brand relationship for FMCG product
(HUL) in rural India. And make people more brand loyal.
1) To analyze the present promotion strategy of rural brands(HUL)
in rural markets. a. To study the modes of communications used
and their effectiveness.
b. To find out the role of promotion in rural sales.
c. To find out the promotional strategies of different players in the
market.
2)To measure the success of rural marketing campaign of the
brands(HUL)interms of consumer appreciation.
a. To study the determinants of specification factors which decide
the success of rural promotional strategy?
3) To evaluate the effects of adopting the specific brand ambassadors
in the rural marketing context.
4) To analyze the market opportunity and potential for existing and
newentrants in the rural market.
a. To find the growth of rural market over a period of 5 yrs. b. To find
the behavioral changes in the rural consumers.
.
-
7/31/2019 Sweta Madam Rural Marketing
28/29
The main objective of this project is to find, what are the steps
Hindustan Unilever Ltd. is adapting to be market leader and to
differentiate itself from its competitors.
What is the steps company is utilizing to find current trend in the
market?
Most of the product of HUL comes in the category of convenience
products. They are frequently used and bought by the customers.
There is large no. of players in the market, who are supplying similar
product to the customers. Now, customers have become smart,
they have great knowledge of market, product and suppliers. So, they
are looking for the product which is providing something extra. HULhas a wide range of product in FMCG sector, covering almost every
needs and wants of the customers. It has products for child, young &
adult, male & female, etc. So it has to differentiate its products taking
into account the needs and demands of all the sectors of the society.
Not, only product but it has to look upon the services and feedback
from customers also. It should do something to give after sales service
and collect feedback from the Customers. The basic objective of this
project is as mentioned above to find ways so that HUL remain
market leader by considering all the needs & wants and fulfilling their
demand.
-
7/31/2019 Sweta Madam Rural Marketing
29/29
A) Research Design:Research design of this study is Descriptive and Analytical .
B) Research Tools: Questionnaire:
From the above theories and preference of consumer towards brand
of HUL in rural areas and the perception towards brand of HUL, as per
requirement I will develop questionnaire that contain different
questions for checking out behavior aspect of consumer in rural areas .
C) Sampling Plan:
Target Sample:The person who is user of HUL product or Like to have an HUL brand
product is target sample.
Sampling Size:
Here I take the sample size of 100 investors who do the
transaction in share market.
Sampling Techiqunies:The sampling techiqunies of this study is Random Sampling.