Targeting And Positioning In Rural Market


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This gives you a brief idea about the targeting and marketing of Products in Rural areas.

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Targeting And Positioning In Rural Market

  2. 2. Targeting involves evaluating each market segment’s attractiveness and selecting any one or more segments to enter.  Evaluation of segments,  Selection of segments,  Coverage of segments.
  3. 3.  Profitabilityof the segment,  Attractiveness of the segment,  Growth rate of the segment,  Company’s objective,  Limitations of the segment.
  4. 4.  Selection of segment can be made by rating the alternative segments on a predetermined scale in respect of 5 aspects given above.  The segment may be ranked based on the scores obtained and be considered for selection.  Those with the high scores will be accepted and the others will be kept aside for future consideration.
  5. 5. Organization has 3 alternative coverage strategies to suit their segmentation approaches. They are:  Undifferentiated marketing strategy.  Differentiated marketing strategy.  Concentrated marketing strategy.
  6. 6.  Positioning is the act of finding place in the minds of the consumers and locating the brand therein.  The companies have to plan the positions that give their products the necessary advantage in the target markets.  Identifying the differences of the offer with the competitors offer,  Selecting the differences that have greater competitive advantage,  Communicating such advantage effectively to the target audience.
  7. 7.  The marketing offer may be differentiated along the following lines:  Product differentiation  Service differentiation  People and image.
  8. 8.  When the company identifies several differences it can evaluate them with the help of following criteria:  Attractiveness,  Distinctiveness,  Primitiveness,  Affordability,  Communicable.
  9. 9.  Once the company has chosen the difference it has to choose an appropriate marketing strategy.  High – tech positions may be communicated by futuristic products, classy ads in elite journals and large showrooms with good atmosphere.
  10. 10.  Profitability of the segment  HUL’s Lifebuoy has targeted mainly the major segment of rural area i.e. the working segment from the age group of 20 – 50.  Thus this age group comprises majority of the rural population.  Hence, this segment is 100% profit Promising.
  11. 11.  Attractiveness of the segment:  In rural India, health is of paramount importance, because indisposition is very directly related to loss of income.  People in rural area are mostly into agricultural activities or its allied activities.  Hence, they have to play with mud on daily basis.  If the farmer is well protected then the country is well protected.  Hence, this segment is quite attractive.
  12. 12. Growth:  Since 70% of India’s population lives in rural area, this sector is definitely gong to grow.  Also the age group that Lifebuoy had targeted is large enough to capture the entire market.  Hence, the growth can be seen in the area.
  13. 13.  Company’s objectives:  Company’s objective is to make Lifebuoy synonymous to soap in the entire country.  Its objective is to make Lifebuoy the most trusted soap of India.  Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.
  14. 14.  Limitations:  The major limitation of lifebuoy is that, it has targeted only one segment of the rural market.  The age group of 0-20 and 50-70 remains untapped.  The opinion leader i.e. the doctor is also not so appealing to the rural people.  Hence their opinion leader fails to promote the product
  15. 15. HUL for Lifebuoy has targeted only one major segment of the rural market i.e. the working class.
  16. 16.  Concentrated marketing strategy is used by Lifebuoy.  Lifebuoy is targeted only to 1 segment i.e. the working class.  Their opinion leader targets to the working class of the rural market.  Therefore this strategy has provided Lifebuoy a kind of brand loyalty form the working class of the rural market.
  17. 17.  Profitability of the segment  BlueStar’s HealthPlus has targeted 2 segment of rural area i.e. the working segment from the age group of 20 – 50 and also the age group from 2-12 i.e. the infant and children segment.  Targeting both the segment will definitely give higher profit to the company.  Hence, this segment is 100% profit promising.
  18. 18.  Attractiveness of the segment:  In rural India, mostly people work in agricultural or allied areas.  Hence, the work in mud through out the day.  Therefore, health becomes an important issue for them.  Another major issue for them is monetary issue.  Being poor they can’t spend much money on their health.  Hence offering them the health soap in a small budget remains the attractiveness of this segment.
  19. 19. Growth:  Since 70% of India’s population lives in rural area, this sector is definitely going to grow.  Also healthplus has targeted 2 major sector of the rural area.  Unintentionally it also targets the teenager segment i.e. the age group from 12-20.  Hence, the growth can be seen in the area.
  20. 20. Company’s objectives:  Company’s objective is to make Healthplus synonymous to soap in the entire country.  Its objective is to make Healthplus the most trusted soap of India.  To enhance the wealth generating capability of the enterprise in a rural environment.
  21. 21. Limitations:  The major limitation of is that the working class will also use the same soap as the infants do.  Hence due to their orthodox thinking they might use a different soap for kids or for adults.  Therefore this can break the market.
  22. 22.  Results were as follows. ( out of 100)  20% said only for Kids  30% said only for working class  10% said only for teenagers  40% said only for both working class and kids. Rank Segment 1st Both working & kids. 2nd Only Working class. 3rd Only Kids 4th Only teenagers
  23. 23.  According to survey rural people want it for both the class.  Hence undifferentiated marketing strategies are used.  This soap is being targeted to both segements i.e. the working class and the infants together.  Hence only one marketing strategies will be used for marketing of Healthplus.
  24. 24. HealthPlus Lifebuoy The soap has same A research has been made about the elements that are suitable Product environment in the rural area so as to make this to the urban areas. Differentiation soap more effective. Therefore the effectiveness is low. It has come up with It has its own outlet in the rural areas. various schemes such as It has made special tie ups with the seller too. discount offers. Service In the initial stage selling of product will be At the initial stage the Differentiation commission based. soaps were distributed Hence the seller tries to sell more of healthplus even through the doctors soaps. who are their opinion leaders. Lifebuoy has positioned Healthplus has positioned the soap only into the mainly the working class. minds and hearts of 1 person i.e. the LADY OF That is the working THE HOUSE. adults. People and Since mother takes care of the infant as well as They have positioned the Image. their husband, positioning this soap into her soap into their minds and mind and heart will automatically position the hearts by cultivating soap into the minds and hearts of the entire opinion leaders i.e. the family. doctors.
  25. 25. HealthPlus Lifebuoy Attractiveness Since the lady of the house The Opinion leaders takes care of both the play an important infant and husband she will role to attract prefer to have health Plus people to the soap. soap. Communication With our previous survey, Their soap is we also made a survey on communicated their favorite film star and through their opinion the results are leader i.e. the Jaya Bacchan – 40% doctor. Amitab Bacchan – 30% Sharmila tagore – 20% Jitendra – 10% Hence, our brand ambassador will be Jaya Bachaan, and our ads will star the Bachaan Parivar.
  26. 26. End Of Presentation, Thank-you. Dharak Mehta : CEO : BlueStar Mouli Mistry : Finance Manager : BlueStar Pooja Mehta : P.R. Manager : BlueStar Nishit Mehta : Logistic Manager : BlueStar Hiren Mehta : Sales Manager : BlueStar Nishit Mehta : Marketing Manager : BlueStar Ankit Mistry : Marketing Manager : BlueStar