project shakti, by- amit kumar yadav

8/2/2019 Project Shakti, by- Amit Kumar Yadav

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PROJECT SHAKTI(A BUSINESS INITIATIVE WITH SOCIAL BENEFITS)

PRESENTED BY __

AMIT KUMAR YADAV

SEC B, ROLL NO. 09GLAITM, MATHURA


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HINDUSTAN UNILEVER LIMITED(HUL)

About the company:

(HUL) Formerly known as HLL, is India's largest

FMCG Public company formed in the year 1933.

Head quarters : Mumbai.

_Unilever sells Foods & Home and Personal Care

brands in about 100 countries world wide.

_HUL is also one of the country's largest exporters.


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PRODUCT PROFILE

Home & Personal Care: 2 categories:1. Detergents: All the detergents and dishwashers are covered in

this. For example, Vim,Rin, Surf-Exel.

2. Personal Products: This comprises of all the products related

to personal care. These are as follows: Oral: toothpaste and toothbrush (Pepsodent, Close Up)

Skin: soaps, talcum powder, fairness cream, body lotion, wintercream ( Pears, Vaseline, Fair & Lovely, Ponds)

Hair : Sunsilk, Clinic All Clear

Food : Kissan squashes and jams, Annapurna salt & atta, Liptontea, Bru coffee.

Water Purifier : Puriet Water Purifier.


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Continued


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HUL & RURAL DEVELOPMENT

HUL linked the companys core business with

rural development initiatives as it is mutually

beneficial to both the society at large and for

the company.

HUL is the pioneer who ventured into the

unknown territory.

Rural sales contribute around 40% to HULs

overall sales.


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Continued

HUL has been proactively engaged in rural

development since 1976 with the initiation of the

Integrated Rural Development Programme in

Uttar Pradesh.

LIFE BUOY SWASTHYA CHETANA:

Adoption of hygienic practices among rural

Indians and aims to bring down the incidence ofdiarrhoea, It has already touched 84.6 million

people in approximately 43890villages of 8 states.


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PROJECT SHAKTI

Project Shakti was launched in the year 2001 inthe Nalgonda district situated in Andhra Pradesh.

OBJECTIVE:

To create income-generating capabilities forunderprivileged rural women, by providing asustainable micro enterprise opportunity, and toimprove rural living standards through health and

hygiene awareness in 4,00,000 villages. It is the association between the company and

the self help groups and financial institutions.


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States covered by Project shakti


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functions

The Shakti Entrepreneur programme createsincome-generating capabilities for underprivileged rural women by providing them with a

sustainable micro-enterprise opportunity. The Shakti Vani programme improves rural

quality of life by spreading awareness of bestpractices in health and hygiene.

The I Shakti community portal tries to empowerrural communities by creating access to relevantinformation.


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Continued

Villages with a population of about

20003000 are selected.

HUL vouches for Shakti Ammas with banks for

credit.

One Shakti entrepreneur is appointed for one

village &Villages that are about 2 kilometres

apart from her village(satellite villages ).


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Continued

The Shakti dealer places initial orders worthRs.15,000/(principal customer of HUL).

Finance : Self+SHG+micro credit.

Training by the Rural sales promoter. TheShakti dealer organizes a shakti day in thevillage (display of products & free gifts)

Core Brands: Lifebuoy, Wheel,Pepsodent, Annapurna salt, Clinic Plus, Lux,Ponds, Nihar and 3 Roses tea.


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PRICING AND PACKAGING

Rural consumers are price sensitive & use

sachets and small packs of premium products.

Price doesnt exceed Rs.5 per sachet.

E.g.-- Lux at Rs.5,Lifebuoy at Rs.2, Surf Excel

sachet at Rs.1.50,Pond's Talc at

Rs.5,Pepsodent toothpaste at Rs. 5, Fair &

Lovely Skin Cream at Rs.5,Pond's Cold Cream

at Rs.5,Brooke Bond Taaza tea at Rs.5 etc.


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Future plans

Project Shakti plans to extend to the states of

West Bengal, Punjab and Rajasthan.

Partnership with other non-

competitor companies to sell their products

through the Shakti network.

Nippo, TVS Motor for mopeds, insurance

companies for LIC policies.


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CRITICAL ANALYSIS OF PROJECT

SHAKTI Project Shakti is a right blend of the sales objectives with

societal objectives.

Resulted in entrepreneurial development

economic empowerment

social empowerment (Opinion Leaders) of the Shakti Ammas.

The success of this project could be attributed to the pure genius ofits marketing mix.

product-premium products and products specifically for ruralmarkets, pricing, advertisement and distribution

better understanding of the psychology of the local consumer

behavior by the shakti Ammas. Increased brand awareness & Corporate image

Improved standard of living of the rural areas.


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ISSUES

Low margins.

Difficulty in acquiring finance.

Transportation. Low disposable income(dependence on

monsoon) etc.


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RECOMMENDATIONS:Increase the number of shakti dealers,

Availability of credit, Increase the margins,Introduce new products ( new PLC), Man power.

CONCLUSION:Project Shakti is enabling families to live withdignity and in better health & hygiene, educationof the children and an overall betterment in living

standards, it creates a win-win partnershipbetween HUL and the rural consumers for mutualbenefit and growth.


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Pics


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When my husband leftme I had nothing.

Today everyone knows me. I am someone.

__Rojamma (A.P.)

Thank you

project shakti, by- amit kumar yadav

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