How Unilever reaches rural consumers in emerging markets?

How Unilever reaches rural consumers in emerging markets?

Unilever Thailand launched what it calls the Platinum store initiative to bring an urban shopping experience to rural customers – an alternative to typical rural stores with limited offerings. Unilever helps design the layouts, develops promotions, and brings in partner companies for services such as ATMs.

How do you attract rural customers?

Rural Marketing – Promotion Strategies

  1. Personal Selling in Rural Region.
  2. Push-up Sales Promotion.
  3. Free Distribution of Samples.
  4. With-pack Premiums.
  5. Price-off Premiums.
  6. Money Refund Premiums.
  7. Exchange Premiums.
  8. Interactive Games.

Which is the most important tool for developing the rural market?

Communication and Transportation. The most significant tool for expanding the scale of rural marketing is modern transportation and communication. Moreover, the market for farm products has broadened as transportation and communication infrastructure have improved.

What are the rural marketing strategies?

Definition: A rural marketing strategy refers to the planning of adequate supply of consumer goods and agricultural input to the villages at an affordable price to fulfil the needs of the consumers residing in these rural areas.

How did Hindustan Unilever use e marketing to target the media dark consumer segment?

Unilever created a radio station – with content delivered through mobiles – to connect with consumers in a market where communicating is difficult. They reached a ‘media dark’ audience by developing an innovative way to use mobile.

Why is rural marketing important?

Rural marketing can generate more attractive employment opportunities to rural and urban people. Growth of rural marketing leads to increased business operations, professional activities, and services that can generate a lot of employment opportunities.

What is the 4C concept in rural marketing?

Development of the 4C Model This was put forward by Jobber and Fahy in 2009, and is a combination of four factors: clarity, credibility, consistency and competitiveness. The other model relates to the marketing mix and was proposed by Lauterborn in 1990.

What is the marketing strategy of HUL?

HUL uses a mix of demographic, geographic and psychographic segmentation variables to address the changing needs of the customers. It uses differentiating targeting strategies to make the products available to the customer accordingly as per their choice.

How can rural markets improve?

Rural Marketing: 4 Measures taken for Effective Rural Marketing

  1. Solving the problem of availability: The first task is to ensure availability of the product or service.
  2. Solving the problem of affordability:
  3. Solving the problem of acceptability:
  4. Solving the problem of awareness:

What is the 4 C’s model?

The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book ‘Foundations of Marketing’ (2009).

What is the scope of rural marketing?

Rural Marketing is not Expensive: To promote consumer durables inside a state costs Rs one crore while in urban areas it will costs in millions. Market Growth Rate Higher than Urban: As per the survey made by NCAER the growth rate of FMCG market and durables market is higher in rural areas.

What is the main goal of Unilever?

The company has set itself three main goals to achieve by 2020: to help one billion people improve their health and wellbeing; to improve the livelihoods of hundreds of thousands of people in the supply chain; and to halve the environmental footprint of the group’s products.

What is the competitive advantage of HUL?

For distribution — an area of competitive advantage for the corporate major — HUL is now leveraging technology to form smarter market feedback mechanisms, reduce time to market, and improve availability of products, in order to remain a preferred partner for customers.