MARKETING STRATEGY OF HUL IN RURAL AREAS For long term benefits, HUL started Project Streamline in 1997.

. Appointed 6000 Sub-stockists that directly covers about 50,000 villages & 250 million customers. Integrate Economic, Environment & Social objectives with Business agenda. Project Shakti, partnership with Self help groups of Rural women & covers 5000 villages in 52 districts in different states. Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less. It seeks to empower underprivileged rural women by providing income-generating opportunities, health and hygiene education through the Shakti Vani programme, and creating access to relevant information through the iShakti community portal. Shakti is a pioneering effort in creating livelihoods for rural women, organised in Self-Help Groups (SHGs), and improving living standards in rural India HOLISTIC MARKETING STRATEGY HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIVpositive, and rural development. HUL has also responded in case of national calamities adversities and contributes through various welfare measures, like the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India. HUL is also running a rural health programme Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure. SUSTAINABLE LIVING

 HULs corporate responsibility strategy seeks to address HUL's most significant sustainability impacts of hygiene, nutrition, enhancement of livelihoods, reduction of greenhouse gases and water footprint by integrating these objectives into the brands, people and the processes. Provided income-generating opportunities to 45,000 Shakti entrepreneurs in rural areas across 15 states in 100,000 villages through Project Shakti Lifebuoy Swasthya Chetna has touched 120 million people in more than 50000 villages across India since 2002 Fair and lovely foundation has awarded more than 790 scholarships to women with limited financial resources for higher studies Pureit covers over 3 million households across India, and provides safe drinking water at a mere 25 paise per litre Reduced CO2 emissions from energy manufacturing operations by 28% in 2009 (measured per tonne of production over 2004 baseline) . PROMOTION STRATEGY This strategy was used at village to village basis. The first step was the usage of audio- visual publicity vans. This publicity vans were covered by beautiful banners, this banners were embossed with the product photos. The company even had to promote the product in Haats & Melas of different villages. e.g. VIM Bar Soap, Wheel Active etc. The promotion strategy is to do door to door marketing, and this is well designed. To do door- to- door marketing the marketer employed the young local youths who can communicate with rural people in the local language. The formal media used to communicate the product was T.V, radio, cinema, print proportionately depending upon their reach and their influence on rural masses.