x factor - hariyaliv 0.3
TRANSCRIPT
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ByGroup X-Factor- Anindya Bhattacharjee
- Neha Verma
- Saurav Chatterjee- Siddhartha Kotru- Subrata Dass- Suroor Noor Alam
Hariyali Kisaan Bazaar
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Rural Demographic Environment Analysis
The Buzz Cycle
Our Solution Bibliography
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Facts
* 72% of Indiaspopulation live in morethan 639000 villages
* 62% of the villageshas population morethan 1000
* 37% of the villageswith population lessthan 500 do not haveany shops
Challenge
* Marketing anddistribution of goods insparsely populatedvillages
Opportunity
Untapped money at theBottom of the Pyramid(743 million people)
Opportunity forHariyali
Distribution Channels
- Hub (Hariyali center) &Spoke (Kiosks) model
- Mobile Vans movingthrough villages selling
Hariyali products
Rural DemographicEnvironment Analysis
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Facts
* From 1989 to 1999proportion of
households withincome :
-less than Rs 35000decreased from 67% to48%
-greater than Rs 70000increased from 9% to27%
* At same incomelevels, rural customer
now has moredisposable income
Challenge
* Rural Income isinconsistent due todependence onagriculture
Opportunity
* Decreasing volatility inincome coupled withoverall higher incomeswould result in moredisposable income
Opportunity for Hariyali
* Platform to shareweather informationleading to richer
consumer Inspire trust& Build relationships
Rural EconomicEnvironment Analysis
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Facts
*Consumer behaviorinfluenced by SocialHierarchy and Norms
* Markets tend to bemore close-knit and
collectivist in nature* Caste system is abarrier to accessibilityto some sections
Challenge
* Caste-basedfragmentation ofsettlements. MarketingInitiatives targeting allcastes need to overcome
this gapOpportunity
* Transcend boundariesthrough marketinginitiatives that appeal to
all sections
Opportunity for Hariyali
* Nukkad natakwithproduct placementweaved in
Rural Socio-CulturalEnvironment Analysis
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The Buzz Cycle
Educate
ReceiveFeedback
Improve
Attract
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Our Solution
Organize Hariyali melasperiodically in different villages
Set up stalls carrying goods
Arrange recreational games
Conduct NukkadNautankito
generate buzz
Place hariyali products into the
Nautankinarrative
emphasizing low prices
Generate curiosity around the
village by doing regular
announcements
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Our Solution
Introduce means to
generate Word of Mouth
buzz
Door to Door Sampling and
Promotion
Set-up stalls in local haat
Mobile Van Campaigns
Organize block level Best
Agri-producecompetitions
Showcase your product and
services Highlight the cost advantage
Organize Visit Hariyali
campaigns
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Bibliography
http://joshikavi.blogspot.in/2010/12/blog-post_8351.html
http://portal.unesco.org/ci/en/ev.php-
URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.html
Marketing Management , Pearson by Kotler, Keller, Koshy, Jha http://www.ekantipur.com
http://www.indiastat.com/civilsuppliesandconsumeraffairs/4/
socioeconomicgroups/18226/stats.aspx
http://www.indiastat.com/percapitaavailability/24/income/131/stats.aspx
http://joshikavi.blogspot.in/2010/12/blog-post_8351.htmlhttp://portal.unesco.org/ci/en/ev.php-URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.htmlhttp://portal.unesco.org/ci/en/ev.php-URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.htmlhttp://www.ekantipur.com/http://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspxhttp://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspxhttp://www.indiastat.com/percapitaavailability/24/income/131/stats.aspxhttp://www.indiastat.com/percapitaavailability/24/income/131/stats.aspxhttp://www.indiastat.com/percapitaavailability/24/income/131/stats.aspxhttp://www.indiastat.com/percapitaavailability/24/income/131/stats.aspxhttp://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspxhttp://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspxhttp://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspxhttp://www.indiastat.com/civilsuppliesandconsumeraffairs/4/socioeconomicgroups/18226/stats.aspxhttp://www.ekantipur.com/http://www.ekantipur.com/http://portal.unesco.org/ci/en/ev.php-URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.htmlhttp://portal.unesco.org/ci/en/ev.php-URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.htmlhttp://portal.unesco.org/ci/en/ev.php-URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.htmlhttp://portal.unesco.org/ci/en/ev.php-URL_ID=24634&URL_DO=DO_TOPIC&URL_SECTION=201.htmlhttp://joshikavi.blogspot.in/2010/12/blog-post_8351.htmlhttp://joshikavi.blogspot.in/2010/12/blog-post_8351.htmlhttp://joshikavi.blogspot.in/2010/12/blog-post_8351.htmlhttp://joshikavi.blogspot.in/2010/12/blog-post_8351.html