How Unilever Marketing STRATEGY revolutionized Rural areas | Marketing case study #Jiffynath

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VIDEO INTRODUCTION
Retailers like Big Bazaar and More started renegotiating deals with FMCG companies like Hindustan Unilever and P&G to keep the cash registers ringing by selling cheaper products in an otherwise slowing retail environment. This means that FMCG players will have to give higher margins to retailers as compared to previous years.
In competition, HUL faces challenges from all fronts. For instance, in the shampoo market, Dabur India has upped the ante by introducing new variants of Vatika with specific benefits. The move will propel the company into the same league as other big-ticket multinational players HUL and P&G, which already offer different variants of anti-dandruff shampoo brands. HUL faces stiff competition in the detergents segment too from local players like Ghadi of Kanpur Trading Corporation and CavinKare.
Over time there has been a paradigm shift in consumer taste and preferences. There is a dire need for constant innovation to address changing customer needs such as health consciousness and increased utility of products.
It seems HUL is losing its relevance in the Indian FMCG space. Let us evaluate the company’s marketing strategies. They took championed several holistic marketing initiatives that have been replicated in other parts of the world. What kind of strategies and initiatives had been taken by Unilever?

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