CASE 23

Unilever: Working Beyond the Horizon

In Asia, Unilever has championed a number of holistic marketing initiatives that has been replicated in other parts of the world. The company has undertaken a lot of rural marketing initiatives, which have led to sales getting tripled or quadrupled.

POOL WOMEN TO POWER SALES

With its Shakti initiative, Hindustan Unilever Limited (HUL), its Indian subsidiary, pioneered the concept of training local women as sales agents of its products for door-to-door selling in rural areas of India. As of 2016, the initiative had grown to 74,000 sales agents serving 167,000 Indian villages, and HUL had provided them smartphone apps for the sake of managing inventory and other facets of business. The company has tweaked ...

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