Beruflich Dokumente
Kultur Dokumente
MARKET
INTRODUCTION
According to innovation focused marketers Rural
is defined as a group of people who are
traditional in outlook, rooted in the land and who
resist change.
The customer should think that they can buy the product
by putting an extra money on that.
The Customer should not think that they cannot buy it, that
means it should be in their buying capacity.
Emami
- Introduced new super-stockists networks for rural
coverage
- Van Operations Model
Godrej
- GCPL Rural initiated a project Dharti
DIRECT MARKETING
Company sales force
Van marketing
Stalls at haats, melas and fairs
Network marketing
Internet marketing ( e.g. echoupal)
INDIRECT MARKETING
Syndicated distribution
Channel levels
1. INTERACTIVE MEDIA:
. Example: Marico Industries launched
a van campaign
. Brooke Bond Lipton India Ltd (BBLIL)
markets its rural brands through
magic shows and skits.
3. PUBLICITY / PR:
. EXAMPLES: HUL micro-marketing
programme in India tapped women self-
help groups .
. Nokia work together with micro-finance
organizations to sell mobile phones.
4. PERSONAL SELLING:
. Many LIC agents and ACC representatives
make house-to-house visits and provide
information about their products
5. ADVERTISING:
. EXAMPLES: Philips India used to have parades
of people dressed as electric bulbs or
batteries.
. HUL used a giant cut-out of Lifebuoy during a
boat race in Kerala that is held as a part of
Onam festival.
6. SALES PROMOTION:
. OFFERS: buy-more-to-save-more concepts .
. SAMPLING: Distribution of samples achieves
both brand awareness and conviction.
. DEMONSTRATIONS/EXPERIENTIAL
MARKETING: touch and feel experience.
Unilevers Lifebuoy soap used a germ-glow
box as a part of a demo kit.
COMMUNICATION MEDIA:
COMMUNICATI
ON MEDIA
NON-PERSONAL PERSONALIZED
MEDIA MEDIA
EVENTS OUTDOOR
MASS MEDIA ATMOSPHERICS
MEDIA
EMPOWERING RURAL PEOPLE THROUGH
availability (of products),
No
modification
Urban Rural
product market
Distribution
focus
modified
Urban Rural
product market
Communication
and customization
focus
brand building
use media, melas and haats as the focal approach to target rural
consumers, their special needs/wants/ special focus on tastes and
preferences
consumer oriented promotional schemes
persuasion ,word of mouth
PULL UP MARKETING
Co-creation (involves collaboration with various organizations)-
Dialogue, Access, Risk assessment and Transparency.
Purchasing power enhancement through Microfinance, Micro
enterprise,
Empowerment (Eliminating the long chain)
local sourcing of raw materials and adoption of indigenous technology
Marketing Empowerment
firm focus
Co-creation focus
ITC e-choupal
direct marketing
enriching the farmer with knowledge
role of the Choupal Sanchalak
already benefiting over 3.5 million farmers. By 2012,the e-Choupal network
planned to cover over 100,000 villages, representing 1/6th of rural India
Eg:
water crisis in Sadalga village, located in Karnatakas drove sugarcane
farmer Anna Saheb to develop a low-cost drip irrigation system. resulting
in 50 percent saving on water and 10 percent increase in yield.
RURAL MARKET INITIATIVES BY
HINDUSTAN UNILEVER LIMITED
HUL linked the companys core
business with rural
development
Mutually beneficial to both the
society at large and for the
company..
Rural sales contribute around
40% to HULs overall sales
HUL has been proactively
engaged in rural development
since 1976
RURAL DISTRIBUTION MODEL OF HUL
PRICING AND PACKAGING
Rural consumers are price sensitive
Sachets and small packs of premium products.
Price doesnt exceed Rs.5 per sachet.
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.
PROJECT SHAKTI
A BUSINESS INITIATIVE
WITH SOCIAL BENEFITS
PROJECT SHAKTI
Project Shakti was launched in the
year 2001 in the Nalgonda district
situated in Andhra Pradesh
OBJECTIVE : To create income-
generating capabilities for
underprivileged rural women, by
providing a sustainable micro
enterprise opportunity, and to
improve rural living standards through
health and hygiene awareness.
4,00,000 VILLAGES
HOW IT WORKS
Villages with a population of about 20003000
are selected
Personnel from HUL approach SHGs
Selection of the Shakti Amma
HUL vouches for Shakti Ammas with banks for
credit
One Shakti entrepreneur