Case Study $10$ Marks

Analyse the rural marketing strategy employed by Hindustan Unilever Limited $($HUL$)$ through its Project Shakti initiative. Discuss the key factors that contributed to the success of the project, and examine the challenges HUL faced in implementing it across rural India. In your analysis, consider the following:

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Introduction: Hindustan Unilever Limited $($HUL$)$ launched Project Shakti in $2001$ to address the challenges of expanding into rural India. With more than $65\%$ of the Indian population living in rural areas, HUL saw a huge untapped market but faced significant barriers in terms of distribution, consumer awareness, and low purchasing power. Project Shakti became a unique solution to these challenges by empowering rural women to act as direct$-$to$-$home distributors of HUL products, creating an innovative distribution network while promoting economic empowerment.

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$$ How did HUL address the unique distribution and communication challenges in rural areas?

$$ How did HUL adapt its product offerings to fit the rural market$$s purchasing power and consumer behaviour?

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Based on this case, recommend improvements or alternative strategies for companies looking to enter rural markets in India, with specific focus on digital marketing and e$-$commerce opportunities."

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