The main source of income for the natives here was
It is 34 km distance from the main city Mumbai
35% 65% OWN RENT
“ The challenge is to understand the rural consumer, create better distribution, and appreciate the heterogeneity.” When building a brand in rural India, word-of-mouth is a huge motivator. Colgate-Palmolive, a leading oral hygiene product manufacturer, entered the rural market . INTRODUCTION
In 2001, Colgate-Palmolive launched “Operation Jagruti”.
Colgate and Cavin Kare have shown that communication
is key when it comes to building brands in rural markets.
Several companies like Cavin Kare, Godrej, and Dabur
adopted the “single use” sachet strategy.
Colgate claims to have persuaded about 300 million people
into using oral hygiene products in the country for the last
The rural markets account for about one third of its total
Colgate stepped up its rural promotion drives with IDA
(Indian Dental Association) to add value.
Since 1976,has been penetrating through its rural
promotion vans and “Young India, Bright Smiles, Bright
For suggesting and implementing a rural promotional
scheme Colgate called ‘Sampark’.
Sampark had limited budget to their disposal.
Sampark decided to their advertising by door to door
The next best option that it choose after door to door selling
was ‘publicity vans’ also called as A/V vans.
These vans also did a number of other activities at a time
such as spot selling, sampling, retailing etc.
Puppet shows and educational films were also shown in
between movies in theatres.
THE FOUR P’S
THE FOUR A’S
World’s largest selling soap.
Launched in 1885.
The rural market penetration is a whopping 80 million households.
Market share, Market Penetration & Lifebuoy’s share in the total market share of HLL: HLL relaunched the Lifebuoy brand in 2002 and continues to be the largest selling popular soap in its category. Toilet soap industry is one of the oldest Fast Moving Consumer Goods (FMCG) industry in India. It is among the highest penetrated category within FMCG sector reaching an estimated 95% urban and 87% of the rural households. HLL has the highest household penetration which is 88%. Lifebuoy has the highest market penetration in the soap category which is about 91%. Today, 95% of HLL is its FMCG business. HLL’s market share in the personal wash segment is about 56-58% in which lifebuoy’s market share is about 18-21%.
Soap market is divided into segment of freshness, health,
beauty and naturals…..
LIFEBUOY DEO FRESH
THE FOUR P’S
Single largest soap brand.
Relaunch was done to bid to drive the growth in a
Challenge with the customers.
Market share: 29.15
First to introduce the sachet.
Extreme rise in sales
Enjoys top position because of mass appeal.
Too many brands and less availability lead to brand shift.
Shampoos were perceived to be as women usage product.
Most consumers use shampoo only once or twice in a week.
Myth -shampoos lead to higher hair fall/weak hair as per respondents
Lack of intensive promotional schemes for retailers .
They went to the areas of south India where people hardly used shampoos.
Sponsored different shows.
TV advertisements and strong word of mouth induces personal trials of the brand.