Rural marketing involves the process of developing ,pricing ,promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieve organizational objective
Standard of living. Competition.Brand awareness. Price.
* The company was started by Signor Felice Bisleri who first brought the idea of selling bottle water in India.* Mineral water under the name Bisleri was first introduced in Mumbai in glass bottles in two varieties – bubbly & still in 1965.* Parle bought over Bisleri in India In 1969.* Currently 54 bottling plants, 9 plants are company owned & rest are franchisee or contract packers.* Company put through multiple stages of purification, ionized & finally packed for consumption.* Company commitment to offer every Indian pure & clean drinking water from office desk to home kitchen.
URBAN TO RURALRURAL TO URBANRURAL TO RURAL
SCATTERED MARKETCOMMUNICATION FACLITYMULTI LANGUAGES SPOKEN BUYING DECISIONS
• :- A product is anything that satisfy human want(customers) and includes product quality, features, benefits, design, style, color, brand, services and warranties.• Small unit packing.• Branding.
* . Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs.* Price of Bisleri in rural market Ranging from rs8 and so on.
** Place stands for the company activities that make the product available to the target customers.* To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product.* Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country.
* :- Though the rural markets offer big attractions to the marketers, one of the most important questions frequently asked is “ How do we reach the large rural population through different media and methods? Local language newspapers and magazines. Television. Wall paintings. Film
First ad campaign Play safe Second ad campaign The sweetest taste of purity Third ad campaign Bisleri the mountain water Fourth ad campaign Bisleri water from the mountain.
Bisleri does not have special brand ambassador for promoting their product. But as we are targeting rural market, impact of ambassador play a great role. Promote the product by advertising with local artist and local theater people.
Advertising the product in melas ,fairs and weddings. Encourage people to take opt our product in special occasion by offering them at minimum price. Advertise our product by wall painting. Aware them the importance of mineral water. Promote by mobile van and in small pack.
Bottling Hub Spokes Retailers Retailers RetailersHub means a distribution hum of the company.Spokes means a small distributor in rural are or local marketFrom spokes to different retailers in the market