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    Institute of Foreign Trade and Management: Hindustan Unilever "Hul'S Project Shakti"

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    saurabh1x
    Hindustan Unilever launched Project Shakti in India to establish an exclusive rural distribution network utilizing self-help groups (SHGs) of women workers to directly sell HUL products like soap and shampoo in villages. The project aimed to provide economic opportunities for women while expanding HUL's reach in rural markets through product demonstrations at local gatherings. However, some questioned the strategies used, such as potential price discrimination and competition with local retailers. Suggestions were made to optimize all resources, address vulnerabilities, establish village-based HUL stores, and continuously innovate.

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    Institute of Foreign Trade and Management: Hindustan Unilever "Hul'S Project Shakti"

    Uploaded by

    saurabh1x
    194 views11 pages
    Hindustan Unilever launched Project Shakti in India to establish an exclusive rural distribution network utilizing self-help groups (SHGs) of women workers to directly sell HUL products like soap and shampoo in villages. The project aimed to provide economic opportunities for women while expanding HUL's reach in rural markets through product demonstrations at local gatherings. However, some questioned the strategies used, such as potential price discrimination and competition with local retailers. Suggestions were made to optimize all resources, address vulnerabilities, establish village-based HUL stores, and continuously innovate.

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    Hindustan Unilever launched Project Shakti in India to establish an exclusive rural distribution network utilizing self-help groups (SHGs) of women workers to directly sell HUL products like soap and shampoo in villages. The project aimed to provide economic opportunities for women while expanding HUL's reach in rural markets through product demonstrations at local gatherings. However, some questioned the strategies used, such as potential price discrimination and competition with local retailers. Suggestions were made to optimize all resources, address vulnerabilities, establish village-based HUL stores, and continuously innovate.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    194 views11 pages

    Institute of Foreign Trade and Management: Hindustan Unilever "Hul'S Project Shakti"

    Uploaded by

    saurabh1x
    Hindustan Unilever launched Project Shakti in India to establish an exclusive rural distribution network utilizing self-help groups (SHGs) of women workers to directly sell HUL products like soap and shampoo in villages. The project aimed to provide economic opportunities for women while expanding HUL's reach in rural markets through product demonstrations at local gatherings. However, some questioned the strategies used, such as potential price discrimination and competition with local retailers. Suggestions were made to optimize all resources, address vulnerabilities, establish village-based HUL stores, and continuously innovate.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11
    At a glance
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    The key takeaways are that Unilever is a global company that operates locally in over 150 countries. It produces global brands but tailors them to local consumer needs and communities.

    Project Shakti was an exclusive distribution set-up by HUL for rural segments. Self-help groups (SHGs) comprising of women workers were hired to sell HUL products like shampoos and soaps in villages.

    In the absence of TV or radio media in rural areas, HUL promoted its products through demonstrations at local haat bazaars. Star sellers also made up for the lack of audio-visual brand advertising.

    Institute of Foreign Trade and Management

    HINDUSTAN UNILEVER
    “HUL’s PROJECT SHAKTI”

    Presented By
    Hitesh Kandarp
    Roopa Mehra
    MBA-4th sem.
    UNILEVER
    The Multi-Local Multinational
    A fortune 500 transnational company
    Operate in over 150 countries
    An Anglo-Dutch multinational
    Global glant in food, home & personal
    care products
    MARKET PERCEPTION
    Long term
    sustainability=Consumer Needs +
    Improving Local Communities
    Unilever produced Global brands,
    but it knew that was no such thing
    as a Global consumer
    UNILEVER’S-Gatgeway to INDIA
    The company broke ground by establishing
    the first edible oil’ soap & personal product
    companies in INDIA
    Between 1931-1935
    Hindustan Vanaspati Manufacturing
    Levers Brother India Limited (soaps)
    United Traders (Personal Products)
    All the merged 1956 to from HUL
    HUL SUCCESS DRIVE
    By 1990-HUL was the sole
    representative of Unilever’s business in
    India
    It had became a uniquely Indian
    company
    All projects that focussed on rural
    development, education, health,
    community welfare, etc.
    LL:Distribution Network
    Network of 7500 RS (Redistribution
    Stockists)
    HUL supply chain was supported by
    satelite based communiction
    With this sophisticated network with
    its voice & data communication
    facilities linked 200+ locations
    Project SHAKTI
    An exclusive distribution set-up for the
    rural segments
    SHGs were hired comprising of
    women workers to sell HUL’s products
    like shampoos & soaps
    Women SHG not only as sales people
    but also as variable brands promoters
    Promotional Strategy
    With lack of TV or Radio medium
    Promotion through
    demonstration of HUL products at
    the Haat Bazaar
    Star sellers made up for this lack
    of audio-visual brand advertising
    Questionnable Strategies??
    Differential pricing for rural costumers
    purchasing from SHG
    Two different channels of same
    company competing on PRICE
    Undermining local retailers
    Negligence of flooding of counterfeit
    products into market place
    Suggestions
    Make optimal utilization of every possible
    available resources & not neglecting any
    resource
    Create a buffer plan to counter loopholes
    Create village based exclusive economy
    retail stores HUL
    With changing times changes trends, so
    constantly innovate
    Thanking You

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