51247637 rural market
TRANSCRIPT
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AL MA KETING AL MA KETINGOD CTOD CTT ATEGIEST ATEGIES
Presented By: Mohd. Anas Rasheed- 14
Rituraj Beharwal- 47
MBA-M&S(2!-211"#Se$-BA%ity Business S$hool(oida"
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A cce p ta b ility A ffo rd a b ility
A v a ila b ility
A w are e!!
Pro d " ct S tra te # ie !
Pro d " ct !tra te # ie ! a re b a !e ! o f $ A ! o f R " ra l
M a r%e ti #
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A'ailaility
)*+ 'illa,es sread o'er *.* %illion s./% #742 %illion 0ndians %ay li'e in Rural Areas.
Poor state o roads a ,reater $hallen,es tosend rodu$ts to ar lun, 'illa,es.
Stron, distriution networ/ is solution
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3o$a $ola- $entralied distriution in uran areas wont wor/ in rural
areas as ta/in, sto$/ dire$tly ro% ottlin, lant to retail storeswould e $ostly- lon, distan$es to e $o'ered .
5sed hu and so/e %odel- 6ar,e distriutors (us"were aointedand these hus aointed s%all distriutors(So/es" in adjoinin,
areas.
8ehi$les used or transortation were also $han,ed# lar,e tru$/s orlant to hu and $o%%er$ial 'ehi$les ro% hus to so/es. (auto-ri$/shaws# Bullo$/ 3arts and e'en oats in a$/waters o /erala".
9ull 6oad Sulies were oered twi$e wee/ly a,ainst ay%ent ode%and drats to us so/es then undertoo/ ied journeylans on a wee/ly ase and sulied a,ainst $ash.
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& o ttli # P la t R e ta il S to re !
& o ttli # P la t
' " b !
S p o % e !
R e ta ile r! R e ta ile r! R e ta ile r!
C C I U rb a A re a D i!trib " tio
C C I R " ra l A re a D i!trib " tio
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3ontd;.
66s Stron,
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Aordaility
6ow disosale in$o%e
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3ontd..
Sur'ey $ondu$ted in 21#3o/e * %l Bottle is shared y twoerson # $onsidered to e ri$ed hi,h at Rs.1#laun$hed 2 %lottle at Rs.> # +@ o new drin/ers $o%e ro% rural %ar/et
=odrej * rands o $inthol # air,lowand ,odrejin > ,% a$/ri$e at 4-> Rs.
66- lieouy at Rs.2 or > ,%.
3lose u toothaste # air and lo'ely # ara$hute oil in Re.1 lasti$sa$het with $a # easy to use anyti%e
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A$$etaility
3o%any needs to ro'ide rodu$t
whi$h suits rural %ar/et
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Rajdoot 22*-s$orts laun$hed-Rajdoot 22* Pri$ed Rs.***to %eet the needs and ee$tations o rural %ar/et tar,etin, 'arious %il/%ens
Sa%ornaC8: 6= le$troni$s
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AwarenessDnly 41 er $ent o the household ha'e a$$ess to C.8.
Dutin, is $onined or lo$al airs and esti'als.
3onsu%tion o randed rodu$ts treated as a se$ialtreat or indul,en$e.
Cele'ision 'iewin, to state owned $hannels li/edoordarshan .
Media enetration is only >7@
3onsu%er are$iate ri,ht $olours.
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3ontd.3o$a 3ola 5ses a $o%ination o C.8.# $ine%a and
radio. 0t also uses anners# osters and all lo$alor%s o entertain%ents.
6= ele$troni$s used 8ans and road shows
Philis 0ndia uses Eall writin, and radioad'ertise%ents.
66 has its own or,anied %edia and ro%otionale'ents are or,anied y sto$/iest.
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'ANK (O