Hindustan Lever - Rural Marketing Initiatives
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(Case Code: MKTG031) click on the button below, and select the case from the list of available cases:
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Please note:
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.
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Case Details:
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Price: |
| Case Code |
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MKTG031 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesDistribution |
| Case Length |
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12 Pages |
| Period |
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2001 - 2002 |
| Pub Date |
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2002 |
| Teaching Note |
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Available |
| Organization |
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HLL |
| Industry |
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FMCG |
| Countries
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India |
Abstract:
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The case discusses the marketing initiatives undertaken by leading Indian FMCG company Hindustan Lever Ltd. (HLL) to strengthen its consumer base in rural India. Various rural marketing initiatives undertaken by the company during the 1990s to establish a strong network in the villages have been discussed in detail.
The case also discusses the concept of rural marketing and its characteristics in a developing country like India, highlighting the factors that enabled HLL to withstand the tough market conditions and become the market leader in several product categories in early 21st century.
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Issues:
» Determine the various issues involved in the marketing of an FMCG product from a MNC in rural areas and the role of promotional practices and advertising for the same.
Contents:
Keywords:
Marketing initiatives, Indian, FMCG, Hindustan Lever Ltd., HLL, consumer base, rural India, rural marketing, 1990, strong, network, rural marketing, HLL, market conditions
Hindustan Lever - Rural Marketing Initiatives
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