7/31/2019 X Factor - Hariyaliv 0.3

1/9

ByGroup X-Factor- Anindya Bhattacharjee

- Neha Verma

- Saurav Chatterjee- Siddhartha Kotru- Subrata Dass- Suroor Noor Alam

Hariyali Kisaan Bazaar

7/31/2019 X Factor - Hariyaliv 0.3

2/9

Rural Demographic Environment Analysis

The Buzz Cycle

Our Solution Bibliography

7/31/2019 X Factor - Hariyaliv 0.3

3/9

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

7/31/2019 X Factor - Hariyaliv 0.3

4/9

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

7/31/2019 X Factor - Hariyaliv 0.3

5/9

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

7/31/2019 X Factor - Hariyaliv 0.3

6/9

The Buzz Cycle

Educate

ReceiveFeedback

Improve

Attract

7/31/2019 X Factor - Hariyaliv 0.3

7/9

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

7/31/2019 X Factor - Hariyaliv 0.3

8/9

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

7/31/2019 X Factor - Hariyaliv 0.3

9/9

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