Rural Marketing

Rural Marketing of Cosmetics Presented by: Roopam Goyal

Introduction
Overall growth of the economy has increased.
Rural marketing is confused with agricultural marketing .
The saturation of the urban market .
Rural marketing strategies are different from the marketing strategies of urban.

Strategies of Rural Marketing
Client and location specific promotion
Joint or cooperative promotion..
Bundling of inputs
Management of demand
Developmental marketing
Unique selling proposition (USP)
Extension services
Business ethics
Partnership for sustainability

What should Co.s keep in mind to get success in rural market?
4A Approach:
Availability
Affordability
Acceptability
Awareness

Rise of Indian Beauty Market
Market size
Purchasing power of consumers
Major players
Marketing
Rising incomes and demographics shifts spur sales
Hindustan levers lead remain unassailable
Focus on innovation and price-segmentation
Mounting aspirations and an upbeat economy herald a bright future
positioning

Introduction to Godrej Consumer product ltd.
GCPL is a major player in the Indian FMCG market with a leadership in personal, hair, household and fabric care segments.
The company employs 950 people and has three state-of-the-art manufacturing facilities at Malanpur (M.P.) Guwahati (Assam) and Baddi (H.P.)

GCPL Product Portfolio
Soap – Cinthol – Evita – Godrej No. 1 – Fair Glow
Toiletries – Cinthol Talc – Godrej No. 1 Talc
– Fair Glow cream
– Godrej shaving cream
– Cinthol perfumes
Hair care – Godrej hair color dye – Renew woman hair dye – Nupur hair dye – Color soft hair color

Godrej no.1 soap
Godrej No.1 soap was launched in 1922.
This 86-year-old brand enjoys a volume market share of 6 per cent.
It is the 5th largest selling soap in the country and tops in Punjab/Haryana with a 20 per cent market share.
Godrej No. 1 soap rely on below-the-line promotions, and for the past 5 years it has been selling at a 3+1 free offer in the market.
In 86 years, the brand has spent less than what a major soap brand would spend in a month of heavy promotions (Rs 12-13 crore), according to the company.

Godrej Rural Marketing Strategy (Godrej No. 1 Soap)
Godrej introduced Godrej No.1 soap enriched with natural ingredients trusted by millions, the flagship brand of GCPL, is now the largest selling Grade 1 Soap.
Grade 1 is the highest standard laid down by the (BIS). Godrej introduced it in competition with the Santoor, Breeze.
Godrej in the initial stage introduced it as a mid segment soap but after sometime it’s price was reduced and targeted to the rural area.
Variation strategy: introduced many variants to extend the product line of soap.

Godrej No. 1 Talc and shampoo
100 Gms at Rs, 19/-
300 Gms at Rs 39/-
Quantity Bottle Sachet 100ml Rs 25 - 7 ml - Rs 1 3.5 ml - Rs.50

Distribution Strategy
rural sales contribute one-third to the company's sales with the balance coming from the urban market. Godrej Soaps' total income was Rs 787 Crore in the fiscal 1999-2000.
has set up a committee to improve and leverage distribution in the rural markets of less than 5,000 population strata.
The company has put in place three experiments
carried out certain experiments in the below 10,000 population strata rural markets to leverage distribution.
The company has already set up a system of stockiest and super stockiest in small towns with population of 10,000 plus

Distribution and Supply Chain

Promotional tools used by GCPL
Events- Advertising– Billboard – Hoarding – Wall painting – Electronic media – Print media - Sales promotion.
relied heavily on the mass advertising like on the TV, radio, and newspaper
Conducted the events in which the rural people have the interest. Some of the events are navratna, yaara nachle, gold awards in Mauritius etc

Sales Promotion

Promotional strategy
GCPL has roped in Mona Singh of Jassi jasissi koi nahi to be the brand ambassador
“ All that Glitters is not Gold…All soaps are not Grade 1 soaps.”
campaign educates people the advantages of using Grade I quality soaps that produce more lather, last longer and thus is a great value-for-money proposition.
Godrej Soaps and Jassi both stand for the Sachchi prakritik sundarta proposition

GCPL-Competitive edge
Quality Policy
Value for money product
Distribution network
Brand image
Promotional edge
Innovation strategy
Strong product line

LIFEBUOY
the world’s largest selling soap.
Launched in the year 1895
In 2002 Lifebuoy was relaunched, marking a new turning point in its history
The new Lifebuoy is targeted at today’s discerning housewife
Lifebuoy is no longer a carbolic soap with cresylic perfume. It is now milled toilet soap with a new health fragrance.

Lets see the 4 P’s of marketing of lifebuoy in rural India…..

RE P OSITIONING
it is the single largest soap brand — with 20 lac soaps sold every day and an estimated value of Rs 500 crore (600 million users annually).
The relaunch of the 107-year-old Lifebuoy has been done in a bid to drive growth in a sluggish soap market.
HLL challenged everything that Lifebuoy stood for - perfume, formulation, size and shape.
extending it to talcum powder and also testing a herbal variant of this power brand.

P ROMOTION
TV and print campaigns , focused attention on the family health themes.
conducted consumer education exercise using "Germ tests“.
explored the communication options during World Health Day.
created The Lifebuoy Swashthya Chetana.

HLL was also offering cross company product mixes
HLL used Mahakumbh mela as an opportunity to change hand-washing and bathing habits in rural India.
Cinema van operations

P RICE
Hindustan Lever Ltd (HLL) currently on a price discount includes 150 gm Lifebuoy Gold (Rs 3 off),
HLL is also expected to follow suit with its Surf sachets
HLL have deliberately introduced small pack sizes.
Lifebuoy, HLL's largest selling soap brand, recently introduced a Rs 2 SKU (stock keeping unit) of 18 gm targeted at the rural market in the Bimaru States.

P LACE
70% of India's population resides in villages
HLL has established a single distribution channel by consolidating categories
HLL has mounted an initiative, Project Streamline, to further increase its rural reach with the help of rural sub-stockiest.

Fair and lovely sachet costs Rs.10
Brand extension – “active sunblock” lotion costs
Rs.30 for 25ml & Rs.60 for 50ml
PRICE

FAIR AND LOVELY FOUNDATION
Economic empowerment of women
Careers
Enterprise
Education

Education
Scholarships are awarded annually to deserving young girls.
For higher education in India – Graduation, Post-graduation and PhD
Rs.100,000 scholarship is meant for women “with an aptitude and ambition to achieve their goals”
A. Background

B. Communication Goals
“ Reliance Communications’ R World” platform
Did not include the traditional media – TV & Print to break free from the clutter of traditional medium
Entice the user to fill in personal details after sharing the Scholarship and Fair & Lovely Foundation information.

C. Media Solution & Execution
1. Banner Advertising
2. Fair & Lovely Scholarship Zone
3. SMS Blast
4. IVR
5. Short Code
6. Reliance Mobile World Website

D. What Makes the Idea a Winner

Emami
FLAGSHIP COMPANY OF EMAMI GROUP
PERSONAL BEAUTY AND HEALTHCARE BUSINESS
MANUFACTURES THROUGH AN EFFECTIVE LEVERAGE OF AYURVEDA

ACTIVITY DESCRIPTION
PARTNERED WITH NGO’S AND BANKS
OFFERS TWO TYPES OF SELF EMPLOYMENT SCEMES
- EMAMI MOBILE TRADERS
- EMAMI SMALL VILLAGE SHOPS
OFFERINGS OF THE SCHEMES

BENEFITS TO RURAL
SPECIALLY TRAINED SELF – HELP GROUPS
MARKET SELF MADE PRODUCTS
SUPPORT SMALL SCALE MANUFACTURES IN RURAL INDIA

MARKETING STRATEGY
THROUGH SALES - 11000 MOBILE TRADERS, 2200 SMALL VILLAGE SHOPS
COLLABORATIONS WITH ITC e-choupals
CONSISTENT GROWTH BY POWER BRANDS

Growth Strategies
CELEBRITY ENDORSEMENT
LAUNCHED FIRST ADVERTISING COMPAIGN
NEW LAUNCHES
LEVERAGING ITS AYURVEDA ORIGIN
GOOD DISTRIBUTION NETWORK

REASONS FOR SUCCESS
SEASONAL DEMAND
KEY FACTOR FOR SUCCESS
ENTER OTC MARKETS
INNOVATIVE PACKAGING
OUTSOURCING
WIDE NETWORK FOR DISTRIBUTION

entry in cold cream market
natural goodness of time tested ingredients
innovative and quality skin care product
target customers
research and development
packaging and pricing

Experience the five fold goodness of Emami Malai Kesar Cold Cream – the perfect non greasy cold cream - and face the winter with a soft and glowing skin.So, go on! Khul ke ....khilo
Promotion – create awareness , educating retailers
Disribution – 3.5 lakhs retail outlets
Type of demand – seasonal
Reason for success – association with ayurveda based products

Introductuon
Media exposure
- increased literacy level
Indirect increase in disposable income
Rural youth
- evolving as opinion leaders

TIPS FOR MARKETING BRANDS IN RURAL INDIA
Close to the heart of rural people
pricing has to be value for money
issues and solutions to it
- pricing
- promotion
- distribution
- brand

ETHNIC ROUTE
Identifying specific values in a cultural context
Identifying certain beliefs
Combining elements of specific culture
Capturing a sense of nostalgia
Using stereotypes
Identifying specific cultural traits

http://www.slideshare.net	66
http://www.e-presentations.us	14
http://www.brijj.com	12

Rural Marketing

by Roopam Goyal

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 92

Statistics

Rural Marketing Presentation Transcript