Hindustan Unilever's Project Shakti: A Marketing Case Study Analysis

This case study examines Hindustan Unilever Limited's (HUL) Project Shakti, a rural marketing initiative designed to reach consumers in India's villages. The assignment analyzes the structure of Project Shakti's distribution network, which was based on product categories and geography to optimize product availability and minimize costs. It highlights the contributions of Shakti to HUL's bottom line, focusing on increased brand awareness and revenue growth in rural areas, where the majority of the Indian population resides. The assignment also explores how the project would be communicated to stakeholders through various channels, including advertising, demonstrations, and marketing campaigns tailored to both rural and urban populations. The document references the case study material and academic sources to support its analysis of HUL's marketing strategies and their impact on the company's performance.

Running Head: MARKETING 0
PROJECT SHAKTI: HUL

MARKETING 1
Question 1
The sort of structure created in Project Shakti was based on the product categories and
Geography. As the Project shakti boasts off various brands that include cosmetics, eating
brands, and grocery products. It was impossible for the HUL products to reach all the parts
of the geographical location. The HUL came up with the idea of creating the structure where
the brands that are located close to the particular channel will be made available to the target
consumer. The other reason for selecting this structure of distribution based on the product
categories and Geography was the high cost involved in transferring them to the set location.
The HUL experts decided to provide those products that are closer to the location of the
target market so that higher clarity in the distribution of the products can be achieved. The
other approach that they used was of the sales personnel who were from the village area were
hired from the HUL to perform the job of product distribution.
The approach used was the right one as it saves the cost of HUL in delivering their products
and at the same time increasing their profits.
Question2
Shakti made huge contribution to the bottom line (net profit) of HUL by making people
aware about their products thus increasing the brand awareness of their products in the sub-
urban and rural areas. The increased brand awareness of the products of the HUL made the
consumers attracted to buy its products. Around 70 % part of India reside in the villages, the
HUL through its shakti initiative was able to capture various parts of the rural areas thus
helping the rural areas. There was around 40 percent increase in the revenues of the HUL that
improved overall brand image of the HUL in the both parts of the country. The shakti Brand
caused the increase in the awareness of the brand that was 1 in out of 5 people in rural areas
become aware about the brand. the initiative caused the increase in its revenue that was
around 1 million for persistent for next five years.
Question 3
I would address shakti to the stakeholders of the business that include financial analyst,
creditors, and other important parties. The right type of communication will result in better
achievement of the problems. The Shakti project will require better type of communication.
the villagers will be addressed regarding the importance of the products through various
communication means that include vans, hoardings, quizzes, and games

MARKETING 2
I would communicate about shakti in India through various conventional and non -
conventional means of communication that include advertisements, vans, hoardings, and
demonstrations. Different methods of communication will be used in various parts of the
rural and urban areas. Various marketing campaigns will be organized where the population
for every category population so that it results in high level of awareness among the people of
urban and rural India.

MARKETING 3
Bibliography
Kaur, M. (2013). Rural marketing: A case study on Hindustan Unilever Limited.
International Journal of Applied Research and Studies, 2(6), 1-4.
Raj, K. (2018). A ‘Desi’Multinational–A Case Study of Hindustan Unilever Limited.
International Journal of Case Studies in Business, IT and Education, 2(1), 1-12.