rural marketing project
TRANSCRIPT
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Rural Marketing
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Villages Visited
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Rural Marketing - Opportunities
Huge potential for growthChange in spending patternsIncomes have started going into mobile phones, televisions, white goods & motorcycles
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Rural Marketing - Challenges
The Indian rural market is unpredictableCommunication & distance barriersTo understand the social dynamics and attitude variations within each villagePredominantly illiterate populationLow/ irregular income,lack of monthly income and flow of income fluctuating with the monsoon winds
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Rural Marketing - Influencers
Opinion Leaders - eg. SarpanchRural - Educated youthReach of mass television media/Lifestyle they watch on TV setsLess exposure to outside world makes them innocent and fascinated to novelties
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Data Collection - Demographics
Sample size: 30Male respondents only, as they are the prime decision makers
60%
40%
above 35-45 yrs 18-25 yrs
above 35-45 yrs
18-25 yrs
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What do you use to overcome body odour?
Soap brands used:LifebuoyDettol / Dettol coolMedimixPowders used:SmilePonds
60%
40%
Spray Soap/Powder
Soap/Powder
Spray
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How much are you willing to pay for the product?
20% agreed to consider purchasing axe if the product was made more economical (atleast less than Rs.80)
20%
80%
Rs.80-100 Less than Rs.80
Less than Rs.80
Rs.80-100
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Preferred fragrances
Natural fragrances preferred
13%
43%
43%
Sandalwood MograRose
Rose
Mogra
Sandalwood
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Rural Marketing Strategy
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Product
Product Name: The name Axe is difficult to pronounce & the rural market is unable to relate to itWe chose to name the product in a way, so that the rural market views it in the positive light Hence, the name Vikaas, as it relates to growth & progress, & can be viewed as an aspirational brand
!
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Place
Mahadevpura & Girnare
! would have to be visible in the right places in the 2 villagesChemists / General StoresThere should be deep distribution
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Price & PackagingAxe was perceived as an expensive brand & in order to succeed in the rural market they have to seem like a valuable productRural India buys small packs, as they are perceived as value for money - Penetration strategy
Hence, !should be mini-packaged in order to create brand stickiness - Rs.10 per 10 mlAlso, the packaging should be more user-friendly
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Promotion - ATL
Preferred Brand ambassadors : Sachin Tendulkar & Shahrukh KhanAds should be sober, should not be explicitFunctionality & emotionality should be reflected in the adsMessage should be well received & contribute to community development
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Promotion - BTL
Tailored to suit the expectations of the marketVan campaignsEdutainment filmsGenerating word of mouth publicity through opinion leadersColourful wall paintings
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Thank You