Rural Marketing Insights at a Village near Pune

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A one day rural marketing project conducted by a team of 4 to be presented to CEO- Rural Relations.

Objective:
(1) To find out buying preference of Hair Oil in the rural area Vadgaon Bande,Maharashtra
(2) To find out buying preference of 2-Wheeler tyre in the rural area Vadgaon Bande, Maharashtra

Published in: Business, Health & Medicine
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Rural Marketing Insights at a Village near Pune

  1. 1. Deepankar Kapoor (76-AD),Avni Ved (112-AD),Sejal Bamboli (107-PR),Preeti Parwani (101-PR) TY-BMS, SIMC-UG 2011
  2. 2. • Yavat (~27k), • Age (Students 14- • Loyal consumers Vadgaon Bande 17, Females – 25- • Low aspiration value• Maharashtra 35, Male – 35-40) • LIG • Awareness • Low trial purchase Geography Demography Psychographics • Regular Purchase • Sample Size=30 • Loyal (Blue) • Household size • Attitude - +ve (avg.)=7 • Usage - • R1,R2,R3,R4 Moderate Behavioral Our TG
  3. 3. Shop Available Hair Oils Quantity in Store Best selling Hair Oil Bhairavnath Parachute, Bajaj Almond, 200ml x 100 Parachute SuperMakrket Dabur Amla 100ml x 100 50ml x 100 MONTHLY Dabur & Bajaj – 2 dozenBhagwan Bikaji Kulal / Only Parachute Rs.15000 stock of Parachute 200ml of ParachuteTrimurti General Store (200ml+100ml+50ml+) (Vadgaon Bande Distributor) Nijanand Gen Store Parachute , Dabur 2 dozen / brand a fortnight 150ml & 200ml of ParachuteNew Maharashtra Store Vatika, Dabus Amla, 4 dozen/ month for Parachute, Parachute (120 ml & Parachute 2 dozen/month for Dabur 50 ml)Satish Kadam (bazaar) Parachute 50 ml Parachute (brings from other retailers/ Sachet wholesale) M Pakree (Bazaar) Parachute, Dabur 100ml x 50 50 ml Parachute 50ml x 50 Sachet For 10 days Kashmira Medha Bajaj Almond Oil , Hair & 1 Dozen / brand Parachute Jasmine (Bazaar) Care. Parachute Jasmine
  4. 4. 77.7 7.4% % Highest High awareness, Low or no awareness, Expensive, awareness, Media Recall - Media Recall - TOM Media Recall - Nil Avg3.7% 7.4% 3.7% Link to shelf
  5. 5. Quantity Purchased Brand Awareness (Parachute) Dad / Mother/ Husband 50ml 14% 4% 4% 8% Parachute Housewife 37% 200ml 55% 8% 5% 28% Jasmine 100ml Navratna MIL 250ml Dabur ~ 7% 42% 24% 34% Re.1 Bajaj 24% Shanti 500ml 5% Buyer Role Influencer Role Recall of Advertising By Media• Mother/ Male •Mother & Father 10% 21% Cant Say Housewife •Father/ Husband •Husband & Wife 3%• 50% •Student •5% Television •45% Female Both 66% Reference Newspaper
  6. 6. Other Misc. findings• Advansed, Jasmine (Parachute)• Student does not play a Major role as influencer• Existence of brands like Sesa and Aswini• Purchase takes place from any Kirana Store• Shopkeeper offers Parachute when asked for hair oil (opinion leader)• Clear connection between the problem and the solution• Value for money• The colour BLUE (bottle) = Hair oil• Supply chain: Dealer Distributor Retailer Customer
  7. 7. Garage Owner An Opinion Leader • MRF Tyres • Dunlop • Puncture Service • Tyres/Tubes Replacements • Only 2 Wheeler Vehicle • 5-6 customer dailyPradeep Bhagwani (6 yrs inprofession, Vadgaon Bande)
  8. 8. Garage Specialist Walk-Ins/ Opinion Recommends InquiriesSangam (Yavat) Machine (2W) 10-15 / day Takes 3 hours/ serviceJanardan –Yavat Tyre Punctures 20/ day Jeep, Tractor, Hero Honda, Tubes – Ceat/ MRF etc.RadhaKrishna Tyre Punctures 20/ Day Public asked - TVSMahalakshmi 2W Service/ 5/ day Differentiator isAuto Engine Work avg. JumboGoodwill Tractor Servicing 20/ day Services major - Mahindra BoleroAlankar Auto Distributor + 10-15 / day For servo oil- Service service after Tubes 5000 Kms. For cheap oil, after 3000 Kms.
  9. 9. • 5 for 4Wheeler• 7 for 2WheelerYavat Tyres & Engine OilGarages Tubes My Ride Gaddi
  10. 10. Key Findings / Conclusions• Yavat – 5 garages for 4W & 6-7 garages for 2W• Tyres & Tubes – MRF / TVS / Ceat• Age Group – 25-50• Type of Customers – 70: 30 (villagers/ passerby)• Servo / Castrol: Affordable (Rs. 50 price difference)• 2 W – Splendor, then Discover (no scooty / M80 / Activa)• 4 W – Mahindra (Bolero)

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