Beruflich Dokumente
Kultur Dokumente
Presented By :Kuldeep Singh Deepak Vishwakarma Mohit Kohli Shambhu Ritesh Singh Devendra Sharma
Introduction
Agricultural 24.7% to GDP of the country also contributes to
13.1% to Indian Exports Agro based economy and growth of the other sectors is driven by rural demand More than 70% of population lives in village and constitutions a big market for industry because increasing disposal incomes and awareness level Problems - Having enough money but their level of awareness and hence consumerism is very low Economic empowerment, education, health etc., are major problems
Challenges
Low Literacy (36%) when compared to all India average 52% Seasonal Demand buying capacity is not stable or regular Transportation Distribution Communication Problm
Cont..
Traditional Life Buying Decisions
Cont.
Vast and Scattered market Low standard of living
Cont.
Inadequate Bank and Credit Facilities Pricing of the product
Levels of Distribution
Level 1 2 Partner Company Depot/ C & FA Distributor/ Van Operator/ Super Stockist/ Rural Distributor Location National/ State level District level
Retailer
Distribution Adaption
Hub and Spoke Model, Example: Coca Cola Use of Affinity groups, Example: Project Shakti Haat Activation, Example: Colgate Syndicated distribution, Example: Calvin Care & Amrutanjan Use of marketing co-operatives, Example: Warna Bazaar in Rural Areas Mobile traders, Example: FMCG companies
Press Cinema
Types of Promotions
Advertising Sales promotions coupons, contests, demonstrations and sampling, Example: Tata Shaktee Haat Hungama Direct marketing, Example: Videocon Publicity, Example: Project Shakti and AP Online Using a direct selling through a sales force, Example: Swasthya Chetna for Lifebouy
Contd
Push strategy sales force and trade promotion
Nirma
Depot
Ahemdabad
Direct Distributor
At District level Covers 300-400 Outlets Directly
Sub-Distributor
At Tehsil level
Wholesaler
Retailer
Wholesaler
Retailer
Project Shakti
In 2001,with partnership of self help group of rural women & covers 5000 villages in 52 districts in different states. SHAKTI targets small villages with the population of less then 2000.
Cont..
Providing health & hygiene education through shaktivani program. Now SHAKTI has been extended 80,000 villages in 15 states with 45,000 women entrepreneurs & generating Rs.700-1000 per month to each women.