Effectiveness of rural intervention of Unilever Brands

Abstract

Almost 70 percent of Bangladesh’s population lives in the rural areas. This segment, presents a huge opportunity for companies involved in Fast Moving Consumer Goods (FMCG) like Unilever. Unilever Bangladesh Limited understands the importance of rural marketing. Reaching the rural people is a challenging task, especially in Bangladesh where technology is very limited in this segment. Unilever Bangladesh Limited has come forward to help reduce this gap through Rural Activation Program with a 360 degree communication with rural people to bring light to the brand vision without any artifice. Unilever Bangladesh Limited took the initiative through a Rural Activation Program. This report is all about rural activation and how and which brands were promoted to the rural people. There were six brands, Fair & lovely, Closeup, Vim, Rin, Lifebuoy and Sunsilk. The main objective of the report is to find out the effectiveness/ success of the rural activation.