Objective: To find out specific schemes and promotions aimed at only the rural market

for Hindustan Unilever

Approach

Sample Villages.xlsx

3. Doing market analysis to find out the players, opportunities and distribution issues in
these villages
4. Analysing the rural industry and how current promotions happen in the FMCG sector
(According to our initial research, promotions are done in mandis/haats/melas, using audio
visual 1.
vans,
moviescope
screenings,
posters)
Defining
of theradio,
projectflashy
in order
to get the number of villages that we are
5. Retailersgoing
Specific:
to target.
Understanding
the
sales
and distribution
structure
and whether
initiatives like
2. Sampling
bycurrent
identifying
villages
near Jamshedpur
and listing
the existing
Shakti Ammas are prevalent
Finding the current penetration in categories Personal Care, Detergents & Foods of
HUL & its competitors
6. Consumers Specific:
Classifying the demand in the area under Personal Care, Detergents and Foods
Doing consumer behaviour analysis among the target segments in these markets and
getting consumer insights about categories that are selling and which are not and the
reasons behind them
Realising consumer pain points and using the insights to understand and design type of
promotions they like
7. Checking whether the famous HUL schemes like Kan Khajura Tesan are running, finding
reasons if they are not running whereas finding the effect of the promotions if they are running
8. Providing final recommendations based on our findings promotions in kirana stores,
mandis/haats & melas, others

Secondary Research
Villages in the areas nearby
Jamshedpur
Famous promotion
campaigns in FMCG sector
running across India
Existing popular
distribution structure in
rural areas
Popular Melas in this
region
Frequency of mandis and
haats

Research Methodology
Primary Research
Finding out the local heads
with the help of JNAC
(Jamshedpur Notified Area
Committee) officials
Survey & Personal
interviews of:
1. Local heads
2. Retailers: to understand
the popular promotions
3. At least 20 consumers in
each target segment: to
gain insights and what
schemes attracts them

Competitor Analysis
Current best practices and
promotional activities
across rural India
Penetration in food,
personal care and
detergents of the major
competitors
Promotions schemes of
the competitors in the
selected areas : For trade
promotion and consumer
schemes

Timeline

2 Weeks

1. Sites and Consumer visits

2. Consumer analysis
3. HUL & Competitor scheme
analysis
Target segment
identification
K
P Efficacy of various
I
schemes of HUL and
Competitors

3-4 Week (Mid Review : 4th November)

58 Week (Final Review : 4th Dec)
1. Sites and Consumer visits
1. Update changes after mid2. Consumer Decision journey
review
for Personal care, Detergent 2. Final Analysis and
& Foods
recommendations
Consumer behaviour and
Comparison of present
category specific purchase
schemes and
behaviour
recommended analysis
Future recommendations
Why us?

HUL LIME Season 8 - Campus Runners Up : The topic was marketing Agrostar (a farm
inputs and equipment seller) among the villages of MP, Rajasthan, Maharashtra & Gujarat
Comprehensive idea regarding current promotions in the rural areas due to the analysis
we did for HUL LIME case
Worked on consumer decision mapping for 160 consumers in Philips Home Decorative
Light Segment and 210 consumers in electronics, furniture, apparel and books for Microsoft
India during summer internship
Experience of work with JNAC for a project in an urban slum(Chayanagar),connected with the
locals on sanitation issue
Campus finalists of Coca-Cola Showcase, TAS TBLA & Silver Tier Winner in Mahindra War
Room