Credential MART (Dellhi based Rural Marketing Research & Consulting Firm)
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Credential MART (Dellhi based Rural Marketing Research & Consulting Firm)

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Established in 1993 MART has emerged as India’s leading Emerging Markets Consultancy Firm...

Established in 1993 MART has emerged as India’s leading Emerging Markets Consultancy Firm
-Unique organization working both in Corporate and Social sectors
-We provide end to end solutions

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Credential MART (Dellhi based Rural Marketing Research & Consulting Firm) Credential MART (Dellhi based Rural Marketing Research & Consulting Firm) Presentation Transcript

  • MARTComprehensive End to End Solutions in Emerging Markets MART A-32, First Floor, Sector – 17, Noida
  • ContentsLayout of Presentation
  • MART Comprehensive End to End Solution in Emerging Markets
  • MARTA Brief Profile Established in 1993 MART has emerged as India’s leading Emerging Markets Consultancy Firm Unique organization working both in Corporate and Social sectors We provide end to end solutions Team of 50 professionals having all India presence
  • Core Sectors of WorkAreas In Which We are Working
  • Our Services PortfolioDescribing Our Work Flow
  • Our Research Tools Understanding the Rural Audience
  • User CentricNew Approach in Rural Resource Map Leads to understanding profile of consumer & community behaviour… availability of commercial and social infrastructure… ...highlighting need gaps…therefore opportunities Market Research Rural respondents being less literate cannot respond to numeric measurement scales used in urban research They display strong association with colors/visuals MART has developed a set of appropriate research tools and techniques (PRA) to induce community participation and accuracy of responses
  • PRA Tool ApplicationThe Activity Clock Maps the economic & social activities in daily life… identifies time window available for communicating with consumer
  • Understanding linkages with service provider & quality of access…mapping perceptions …identifying need gaps PRA Tool ApplicationThe Needs Assessment Tree
  • Research ToolsApplication of Dyad & Triad Rural life revolves around community which influences the individuals buying decisions. For a high involvement product, several persons can be involved Initiator Influencer Decider Buyer User Thus in-depth interview of an individual does not capture buying process fully. To understand the buying ecosystem and roles of different people, Dyad, Triad or a mini group is necessary
  • Research AreasWhere Do We Focus Knowledge, usage, attitude and practices Consumer behavior Product development Brand study Demand estimation Rural distribution Testing communication materials Impact Study
  • Research Assignments Description of key assignments in the research area
  • Intel, USEthnographic Research Objectives Technology with relevant solution for the consumer. Need to scan rural environment to identify need gaps and pain points and opportunities Research Methodology Ethnography Study Live in the rural environment Observe daily life of men, women and children Study associations, aspirations, attitude, interest and opinions Opportunities Identified Education, Health and Entertainment
  • John DeereOpportunity Mapping Objectives John Deere worldwide operated in over 50HP category and in India sub 35 HP contributes the major market. Understanding purchase behavior of sub 35HP tractor owners in North India Understanding the marketing mix to be used for such a segment. To assess the opportunity to enter this segment with a new product. Research Methodology Qualitative Study using PRA Live in the rural environment Study associations, aspirations, attitude, interest and opinions Followed by Quantitative Study Outcomes Opportunity of sub 35 HP tractors Marketing Mix
  • Tata IndicomConsumer Needs Assessment Objectives Tata Indicom wished to enter the rural market with specific telecom products and services. For this purpose Tata Indicom wanted to understand the needs of the consumers in rural Research Methodology Qualitative assessment of different consumer segments Slice of Life observations – need for communications Associations, aspirations, attitude, interest and opinions Outcomes Parameters for designing a rural product Modes and means of reaching communication across through specific platforms
  • Our Esteemed Client List Description of the clients that we have been working
  • Our Esteemed ClientsCorporate Sector
  • Our Esteemed ClientsDevelopment Sector
  • Curriculum Vitae Profile of key personnel
  • PRADEEP KASHYAP B.E., PGDM Marketing Pradeep Kashyap is an engineer from BITS Pilani with a PG Diploma in Business Management. He worked for 17 years with MNCs. His last corporate assignment was in 1987 as Head of Marketing of Denso India, part of the world’s largest auto ancillary. He started MART in 1993 which has emerged as India’s leading rural marketing and livelihoods promotion consultancy organisation. He has been Marketing Advisor to Ministry of Rural Development and has served on PMO and Chief Minister Committees on rural development. He was Chairman of KVIC marketing committee and a member of NABARD, SIDBI and CAPART national marketing committees. He is a World Bank and United Nations consultant. He started the highly successful ‘Gramshree melas’ for sale of rural products in cities. 300 such melas have been held in 60 cities benefiting 1,00,000 poor women. MART has also pioneered the 3M micro enterprise model, the most comprehensive approach for large scale employment generation in rural areas using the micro-finance route. 3M has been approved by NABARD, governments of A P, M P, Rajasthan, Tamil Nadu and Orissa and CARE India. He co-created Project Shakti with Hindustan Lever to appoint women micro entrepreneurs among SHGs as company dealers. 13,000 women in 12 states have benefited and each of them earns Rs 1,000 per month as profit from this business. He has pioneered another low cost, last mile rural distribution model using village volunteers on bicycles for Colgate, Godrej, Eveready, Heinz and others. He has led the MART team to develop rural market entry strategy for MNCs and large corporates such as GSK (Horlicks), Airtel, Microsoft, Goodlass Nerolac and others SPECIAL INTERESTS An acknowledged authority on rural marketing Pradeep kashyap is a recipient of the Jamnalal Bajaj Endowment Award for his outstanding contribution. He is called the father of rural marketing by industry experts. He has authored the most definitive ‘Rural Marketing Book’ for students and practitioners alike. His marketing career spans 37 years. He is a sought after visiting faculty at several premier management schools. He is recognized as a thought leader and is a regular speaker at CEO forums. PROJECTS: Some of the path breaking Projects
  • SAROJ KUMAR MOHANTA M.B.A. Marketing After completing his Management degree in 1992 and a brief stint in advertising space marketing , Saroj joined Brooke Bond Lipton India Ltd , in the Oil & Dairy Foods Division, as Technical Sales Executive. He worked in distribution, sales and marketing. In 1999, he joined MART as a marketing consultant undertaking research and consulting assignments. The experience of understanding the business environment, consumer behavior and developing innovative strategies to meet market needs was instrumental in further developing understanding of rural sector as a whole. He has since been involved in developing innovative rural research tools and methodologies in the team. SPECIAL INTERESTS Saroj has deep insights into the rural consumer behavior. His interests are to understand the consumer in the low income high volumes markets or the ‘emerging markets’. He is a qualitative researcher with experience in ethnography and has built understanding of rural consumer life, aspirations and behavior. He has worked with the team to develop innovative approaches in market research like adapting social research tools to market research tools. Key Expertise Research Project planning & design Market analysis Distribution systems and logistic planning Designing Positioning strategy Countries worked .India, Nepal, Bangladesh PROJECTS: Intel : Ethnography Research tounderstand Rural Life in Context of Education, Health and Entertainment. Ethnography research including PRA tools, interviews, influence track, photographs and video were applied. Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs Novartis : Qualitative Research tomap the general ailments and the health services seeking behavior of rural population with respect to the ailments. Also map the available health services in the villages in both government and private sector. AED (USAID Program) : Evaluate and assess the distribution models of socially marketed products under the USAID, N-MARC program in Nepal
  • PANKAJ MISHRA M.B.A. Rural Marketing After completing his Management degree in 2000, he worked with USHA Martin and joined MART in 2001. He joined PSI in 2004 in the area of research, monitoring and evaluation of health programs. He rejoined MART in 2006 and has been with MART since. SPECIAL INTERESTS He is a qualitative researcher with experience in ethnography. He has been part of the team which has evolved PRA and other innovative research methodologies. Key Expertise Formulation of project proposals, Secondary data research, questionnaire designing, Co-ordination and supervision of Project team, data compilation and analysis Countries worked .India, Bangladesh PROJECTS: Relevant projects Intel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas. Understanding of health consumer’s health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on health consumption process. Intel, Bangladesh : Ethnography Research tounderstand Rural Economy , Household Income and spend on Health. UNICEF :Conducted Qualitative Research to understand ‘Knowledge, Attitude, Behavior and Practices related to Water and Sanitation to develop Behavior Change communication strategy in Rajasthan HPCL :Conducted qualitative study to understand the cooking habits and usage of LPG in rural households. The relevance and acceptability of 5 Kg LPG cylinder in the rural households. DA : Conducted a study on livelihood, Natural Resource Management, Infrastructure and Community empowerment in Bundelkhand for Development Alternatives DPIP-MP: Baseline study of Non Timber Forest Products for livelihood promotion. The study required tracking of the roles of various stakeholders in the value chain and value addition to the NTFP.
  • BISWADEEP PALIT M.Sc. Econometric After completing his Masters in 1993, he worked with a few reputed research organisations before joining MART in 2005. He has specialized in conducting qualitative studies specially with the BoP markets. SPECIAL INTERESTS He is a qualitative researcher with experience in ethnography. He has been part of the team which has evolved PRA . Key Expertise Primary & Secondary data research, questionnaire designing, Co-ordination and supervision of field team, and analysis & Report writing Countries worked .India, Bangladesh PROJECTS: Relevant projects Intel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas. Understanding of health consumer’s health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on health consumption process. Intel, Bangladesh : Ethnography Research tounderstand Rural Economy , Household Income and spend on Health. Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs Novartis : Qualitative Research tomap the general ailments and the health services seeking behavior of rural population with respect to the ailments. Also map the available health services in the villages in both government and private sector Shell Foundation: Qualitative study using ethnography research tools and PRA to understand kitchen behavior, cooking stoves, fuels and costs involved. The study inputs were used to develop inputs for improvised biomass stove Max New York Life: Evaluation and assessment of the non-conventional channel partner designed for marketing of a insurance product targeted at BoP markets. The study required a ethnography study of the channel partners and the interface of the non-conventional channel partners and the target group customers.