MARKETING STRATEGIES BY HINDUSTAN LEVER

Marketing strategy adapted by HLL

The company handed over the marketing for vim to O&M in Maharashtra and Andhrapradesh .

O&M rural marketers adopted unique strategy in the initial stages to market the product in rural areas Maharashta and Andhrapradesh.


As the marketers knew that it was the initial stage in rural areas and to provide a niche in the rural markets was difficult as the product itself was not available in this areas.


First to target the market in rural areas they saw to it that the market which they are targeting was in the 2 to 3 km range from the highways because they knew it wont create sense to market the product in those areas which are away from the high ways as the product was not available in those areas.


The overall marketing was based on district-to-district level. They had thought to enter in other areas beyond the 2to3km range after making the product available to the initial targeted market.


So that it becomes easy for the marketers to introduce, as the product was available in the neighboring villages and the product becomes familiar to the people.