Segmentation, Targetting and Positioning. 4 A's Of Rural Marketing, Future Growth of Smartphone Industry

1. SMART PHONE
A M B I T I O N
Khyati Jain
Priti Chanda Palta Singh
Shubham Rathi
Tijo George
Rohit Anand
Akshansh Chaudhary

2. DEMOGRAPHIC SEGMENTATION
• Age : 18 - 40
• Gender : Male & Female
• Family size : 1-2, 3-4, 5+
• Income : <1000 per month, <2000 per month, <2000-5000 per month
5000-10,000 per month
10,000 -50,000 per month
>50,000 per month
• Occupation : Agriculture / Non agriculture
• Education : Literate, semi-literate
• Casts : Upper casts & Lower Casts

3. GEOGRAPHIC SEGMENTATION
• Region : North, East, West and South
• Density : Semi-rural, Rural
• Climate : Moderate, Rainfall, dry and scanty rainfall
• Village Size : Under 500, below 1000, below 1500, below 5000, below 10,000,
10,000
and above

4. BEHAVIOURAL SEGMENTATION
• Occasions : Day to day use
• Benefits : Quality, Easy life, comfort
• User Status : Regular User
• Usage Rate : Medium user, Heavy User
• Loyalty : Strong
• Attitude to product : Enthusiastic, Positive

5. PSYCHOGRAPHIC SEGMENTATION
• Lifestyles : Imitating urban people, finding opportunities, changing attitude
• Personality : Ambitious, Dreamer

6. PRODUCT
o A low-end Android smartphone
• Long Battery Life
• Solar power charging support
• Good connectivity and 4G & 5G compatibility
• 2 years free internet connection
• 2 years free subscription to educational applications and skill enhancement apps such
as BYJU’s, Unacademy, etc.
• User Friendly interface with support for regional languages
• English learning tools
• In built Projector

7. ACCEPTABILITY
Functional
Acceptability
* A great source of information &
entertainment
* Basic phone functionality with camera
and web surfing, social networking
* Special features of solar charging,
Psychological
Acceptability
* The charm of owning a smartphone
* Perfectly tackles rural issues of electricity
shortage
* So many useful inbuilt apps with free
subscription

8. AFFORDABILITY
• Low range product - ₹3999/-
• Fits the budget- Economical Phone
• For lower to Middle class family
• Microfinancing scheme option- An easy payment scheme of ₹100 per week
over a period of time

9. AWARENESS
• Awareness through Radio
• Awareness through WOM (Word of Mouth)
• ‘Showroom on the wheels’, a rural marketing vehicle that will give a demo as well as
sell the phone
• Hoardings and banners in local language
• Wall paintings with ambitious ‘Ab apka bhavishya apke hath mein’ (Now your future is
in your hand)
• Leaflets regarding the roadshow and showroom on wheels mega launch event

10. ACCESSIBILITY
• Kiosk Marketing - a small, temporary, stand-alone booth
• Showroom on the wheels / Delivery van which can serve two purposes –
take the products to the customers in every nook and corner of the market
enables the firm to establish direct contact with them, and thereby facilitate sales
promotion
• Audio visuals must be planned to convey a right message to the rural folk
• The rich, traditional media forms like folk dances, puppet shows, etc., with which the rural
consumers are familiar and comfortable, can be used for high impact product campaigns
• Tie-ups with with general kirana store, electronic shops, mobile
• shops/mobile repair shops

11. FUTURE GROWTH
• A perfect product for Mature users and Ambitious users
• Ambitious users and next wave are amongst the growing segments in rural market
• ‘Among Internet users, the degree of digital influence is as high in rural areas as it is in
cities’
• Year by year price increase
• Use of Internet is increasing in the rural market hence the demand for smartphones
would increase
• 499 million mobile subscribers in rural India (June 2017) – 109 million users own
smartphones
• Urban has reached their saturation point and now the main growth prospect remains
the low tier cities and rural india
- BCG