Case studyQ-1 Mr shrama has a company of 60 years old producing detergents, soaps, shampoos, and other consumer goods.

The company had strong brand equity in rural market and good market share in rural market. But due to introduce of new company in the market with same product i.e. detergent of special pack of detergent. Mr sharmas detergent market share and brad equity has been seen in down trend in rural market. Mr Sharma needs help to regain the market share and brand equity. The rural people mind set and living style has been changed, literacy is also increased manifold. Different rural development program has been introduced by Govt like road, It sector, etc. Expansion of TV network, expansion of rural retailer also increased by huge number.

Different strategy to be formulated on product, pricing, advertising, and sales promotion like cost of product suitable for rural people, change of value of product by adding some value, advertising in TV and rural Haat, Mela etc, saling product with some gift packets etc. Survey and customer feedback, needs satisfaction level to be studied in rural market. Articulate strong commitment to rural marketing and marketing teams should be provided some incentives and target. Vertical team formation committed exclusively to servicing rural market. Company should keep separate sales target in rural market and separate budget allocation for promotion, advertisement etc.

Product transportation to be made fast to rural market as IT and road connectivity has been improved in rural. Creating some economic activities in village through micro- enterprises.

Q.2 Mr Sharma is procuring raw material at low cost and has long range of products in a organisation. So it results product cost is less. But due to monopoly of product on market , the rural people might have changed their perception towards new product with same segment of product. Competitor Company has good advertising and pricing strategy over Mr sharmas detergent. This is main reason to down the market share.

Mr Sharma ha sto create new market strategy for rural market.

PRODUCT STRATEGIES Small Unit to large Packing - Good chance of acceptance in rural markets. The advantage is that the price is low and is easily affordable by the rural consumer depending on rural people purchasing power. New Product Designs: organisation can think in terms of new product designs, keeping in view the rural life style by adding some value. Brand Name:- Change brand name or introduce new product with new brand name which is suitable for rural people. The rural consumers do give their own brand name on the name of an item. A brand name or logo is very important for a rural consumer for identification purposes. PACKAGING STRATEGIES Small packs: - The reasons for high preference to small pack low-unit prices are Affordable Usage Storability Benefits to retailer Display in shop Comb-pack PRICING STRATEGIES Low Cost:- pricing may be kept low by low unit pack like Rs2/- per sachet etc Location pricing: The same product is priced differently at different locations through the cost of offering at each location is the same Time Pricing: Prices are varied by day or season like winter price of product should be set less compared to summer and rainy season. Value Pricing: It involves setting prices reasonably at a lower level compared to competitors through careful streamlining of operations to become a low-cost firm without sacrificing quality. It involves human development, quality management, supply chain management, etc. Psychological Pricing: Bargain pricing of product or giving some free with product. Discount with purchasing with other products in same company. PROMOTION STRATEGIES The promotion measure should be cost effective. Word of mouth is an important message carrier in the rural areas and opinion leader play a significant role in influencing the prospective rural consumers about accepting or rejecting a product or a brand. Media- Television, Print Media: handbills, booklets, posters, banners, etc

 Personal Selling and Opinion Leaders:- In personal selling it is required that the potential users are identified and awareness is created among them. Wall Paintings:- Wall paintings are an effective and economical medium for advertising in rural areas Group Meeting, Demonstration, and House-to-House Campaigns: The promotion staff of the firm can effectively carry the product messages and demonstrations to the target audience at the group meetings. Volunteers Team: - For making awareness among all rural people. DISTRIBUTION STRATEGY The Private Village Shops: Private shops are the main channels in the rural market for a large variety of products. Distribution through volunteers or self help group. Distribution of product in specific Van to retailer,