Changing face of the Indian consumer
More aware and selective
Has faster changing needs and habits
Increased ability to spend on a wide range of products
Availability and willingness to use credit
Rural consumers are specially price sensitive.
A company which was established keeping all these in mind with a vision "Meeting everyday needs of people everywhere" was Hindustan Lever Limited or HLL as we all know.
A few fast facts about the company:
India's largest fast moving consumer goods company
30 power brands
Leadership in home and personal care, foods and beverages.
About 40000 employees.
1931- Unilever registers company in India - Hindustan Vanaspati Manufacturing Company
1956 - HVM, LBIL, UTL merge to form HLL
1996 - HLL and BBLIL merge
1998 - Pond's India Ltd merges with HLL
2001 - Project shakthi HLL's partnership with rural self help groups
2003 - Launch of Hindustan Lever Network.
Explain the business structure looking into the slide.
Categories and brands: Include soaps, detergents, household, oral, skin, hair care, deodorants, Colours, beverages, foods, cooking oils, ice creams, health care, confectioneries and network marketing.
Introduce the 4p's
Product - Tooth Paste
Brand portfolio -
Pepsodent 2 in 1
Pepsodent Regular - Triclosan + Sodium Fluoro Phosphate + Calcium Glycerophosphate.
80g - Rs.20
175g - Rs40.
Pepsodent 2 in 1 - Silica + Sorobil + Triclosan + Sodium Fluoro Phosphate
50g - Rs.19
100g - Rs 40.
32 per cent of toothpaste demand originates from rural areas
68 per cent coming from urban areas
Rs 500-crore toothpowder market depends almost entirely on rural demand.
"Today we want 50 per cent of our sales from our rural turnover."
Understanding the potentiality of rural area, it...