Hindustan Lever - Rural Marketing Initiatives
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"Consider the market, out of five lakh villages in India only one lakh have been tapped so far."
- Irfan Khan, Corporate Communications Manager, Hindustan Lever Ltd., in 2001.
Teaching People How to Wash Utensils!
Our aim is to tap the growth rate of the Rs 4 billion2 scouring bar market - although it has been growing at a rate of 15% per annum, since last year it has been decelerating." This exercise was just one of the numerous marketing drives undertaken by HLL over the decades to increase its penetration in the Indian rural markets.
1] The campaign featured ladies struggling to scrub and clean very dirty utensils, making a rough noise ('khar khar' is a Hindi language term denoting this noise) with an ordinary washing bar. Vim bar was then shown as the solution to the problem.
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