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.

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Case Details:


Case Code : MKTG031 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 12 Pages
Period : 2001 - 2002
Pub Date : 2002
Teaching Note : Available
Organization : HLL
Industry : FMCG
Countries : India


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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.


  Page No.
Teaching People How to Wash Utensils! 1
Background Note 2
HLL Goes to the Villages 3
Staying on in the Villages 6
Exhibits 8


Marketing initiatives, Indian, FMCG, Hindustan Lever Ltd., HLL, consumer base, rural India, rural marketing, 1990, strong, network, rural marketing, HLL, market conditions

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