MART Comprehensive Rural Marketing Solutions
Profile India’s leading Rural Consultancy Firm, working both in Corporate and Development sectors Provide end to end solut...
Our Services RESEARCH STRATEGY PILOTING SCALE UP TRAINING Qualitative & Quantitative Develop marketing strategies on p...
Capability in Implementation Conducts Pilots Concept test product prototypes Market test product prototypes Marketing conc...
MART’s  Implementation Capability Developing a Concept     Pilot    Developing Model    Scale Up Rasoi Ghar HPCL
HP Gas Negligible penetration in rural markets  Affordability an issue… High connection cost of  14.2kg cylinder Rs2000 Hi...
HP Gas
HP Gas Scale Up A New  Concept 3 states; 1 district each Created awareness of 5Kg, in 30 haats 30 extension counters opene...
HP Gas
Developing a Biomass Stove Shell Foundation MART’s  Implementation Capability Developing a Product Concept     Prototype ...
Product Concept Shell Foundation Reduce indoor air pollution in homes in Tamil Nadu & Karnataka LPG is only clean fuel...
Shell Foundation
Shell Foundation Commercial- ization Multiple prototype designs Placement with potential customer segments  Continuous fee...
Shell Foundation
LAST MILE DISTRIBUTION MART’s  Implementation Capability Developing a Concept     Pilot    Developing Model    Scale Up
PROJECT SHAKTI Innovative model using the women from SHG groups
Hindustan Unilever Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company Has a wide ...
HUL Rural Coverage Strategy Accessibility Turnover / market Low High High Low Project Shakti – Women's Empowerment Co...
Coverage Process Star Seller Star Sellers take reach beyond motorable roads Rural  Distributor (RD) Star Seller Star Selle...
Concept Unilever wanted to penetrate deeper to 1,000 to 2,000 pop villages – existing distribution model unviable Self Hel...
Process Business concept explained to the group women Women get consent from family and husband Entrepreneurial women sele...
Project Shakti MART’s role Conceptualization, Pilot, national rollout Identification & selection of potential Shakti d...
Shakti Vision Shakti 2005-2006 15000 Shakti Entrepreneurs 50000 villages 10 Million Consumers Turnover 128 Crore Shakti 20...
Developing Low Cost distribution Model
Reaching The Last Mile MART’s model  Reach the last mile with educated unemployed rural male youth Recruit class 10+, rura...
The Model Trained volunteer is provided a branded bicycle, umbrella and a box to carry ready stocks. He wears a branded T-...
The Model Market coverage Daily visit to uncovered areas (> or < 2000 pop strata) Retailers in 4 villages or  1 haat...
The Model Communication  Focuses on Brand Recognition to fight menace of spurious Communicates Brand benefits Puts banners...
Results Coverage of  4 Haats every week  30 villages  Average daily sale Rs 700/ youth Monthly income Rs 3,000/youth Nomin...
Improving Access to Health Services  MART’s  Implementation Capability Developing a Concept     Pilot    Developing Mode...
Project Arogya  Rural population unaware of health issues arising out of mal nutrition, infection and allergy  Recovery of...
Project Arogya Scale Up A new approach 3 different models developed to create awareness. Models based on level of health a...
Project Arogya
Below the Line Communication MART’s  Implementation Capability Innovation in Communication Platform     Pilot    Scale Up
Rural Promotion :  Marico Parachute: Fighting Loose Coconut Oil in Haats  Problem: Rural markets in Maharastra sold loose ...
RURAL PROMOTION: TATA SHAKTI  Promotion of Corrugated Roofing Tin Sheets Campaign objective educate consumer on brand prom...
RURAL PROMOTION: TATA SHAKTI
Our Clients-Corporate We work with several  Fortune 500  and large Indian companies
Our Clients – Development  We work with the development agencies
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MART Strategic implimentation team (Dellhi based Rural Marketing Research & Consulting Firm)

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MART Strategic implimentation team (Dellhi based Rural Marketing Research & Consulting Firm)

  1. 1. MART Comprehensive Rural Marketing Solutions
  2. 2. Profile India’s leading Rural Consultancy Firm, working both in Corporate and Development sectors Provide end to end solutions Corporate to community Create and disseminate knowledge Innovate new approaches 45 professionals, offices in 4 states
  3. 3. Our Services RESEARCH STRATEGY PILOTING SCALE UP TRAINING Qualitative & Quantitative Develop marketing strategies on product development, last mile distribution, below the line communication Apply Strategy in Contained Geography to test relevance and effectiveness Scale up Strategy based on learning from pilot & Handhold client for scale up implementation Rural Sensitization
  4. 4. Capability in Implementation Conducts Pilots Concept test product prototypes Market test product prototypes Marketing concepts Distribution Promotion Scale up of sustainable models Last Mile Distribution Communication using Innovative Promotion platforms Marketing mix model (s)
  5. 5. MART’s Implementation Capability Developing a Concept  Pilot  Developing Model  Scale Up Rasoi Ghar HPCL
  6. 6. HP Gas Negligible penetration in rural markets Affordability an issue… High connection cost of 14.2kg cylinder Rs2000 High recurring cost Rs300 Availability… Not available at consumer doorstep additional transport cost as carrying big cylinder on bicycle inconvenient Myths about cylinder burst & taste of food New Product 14.2 kg Rs2K 5kg Rs0.8K Rs95(affordable) Dealer to set up ext. counters in large villages Awareness creation for 5 kg through haat promotion Cost Cap Cost Quali/Quanti Research Strategy Company objective Identify new markets for LPG as urban markets getting saturated Assess acceptance of existing product
  7. 7. HP Gas
  8. 8. HP Gas Scale Up A New Concept 3 states; 1 district each Created awareness of 5Kg, in 30 haats 30 extension counters opened Barrier to purchase as myths continued… Important to make potential consumers experience benefits & safety before having to invest in new connection Evolved concept of “use & pay” Community Kitchen to overcome myths & avoid risk of investing in connection PPP model with SHGs, Panchayat & HP 1500 kitchens in UP, MP, Orissa established; 10K planned Dealers continue to open more stocking points in villages Pilot Inputs This model won the RMAAI Gold Medal and Special Jury Award, 2005 for best long term rural initiative in India
  9. 9. HP Gas
  10. 10. Developing a Biomass Stove Shell Foundation MART’s Implementation Capability Developing a Product Concept  Prototype testing  Product Launch
  11. 11. Product Concept Shell Foundation Reduce indoor air pollution in homes in Tamil Nadu & Karnataka LPG is only clean fuel in rural but limited availability Major cooking fuel is biomass But biomass generates smoke causing health problems food varies and also the size of utensils Different types of cooking stoves used for cooking… wide variety of food many sizes of utensils depending on family single burner in one state & double in other Need for a low smoke emitting biomass stove should be portable Appropriate for different size of cooking vessels Should not cost more than $5 Company objective Quali Research
  12. 12. Shell Foundation
  13. 13. Shell Foundation Commercial- ization Multiple prototype designs Placement with potential customer segments Continuous feedback on each stove type and also a comparison between prototypes Steel body was more acceptable over refractory Stove height reduced for floor cooking Fuel space needed adjustment Value for money perception was raised. Pricing was recommended at $10-$12 Communication cues for the new product were identified Potential channel partners identified Brand name tested Communi-cation materials tested Supported on product launch and handholding Prototype Testing Inputs for New Product Prototype Development Locate potential local manufacturer Provide inputs to stove designer to develop prototypes
  14. 14. Shell Foundation
  15. 15. LAST MILE DISTRIBUTION MART’s Implementation Capability Developing a Concept  Pilot  Developing Model  Scale Up
  16. 16. PROJECT SHAKTI Innovative model using the women from SHG groups
  17. 17. Hindustan Unilever Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company Has a wide range of Home & Personal Care products and Foods & Beverages Combined Turnover of $ 3.8 billion. Home & Personal Care Personal Wash Fabric Wash Home Care Oral Care Skin Care Hair Care Deodorants & Talc's Color Cosmetics Foods Tea Coffee Branded Staples Culinary Products Ice Creams Modern Foods ranges Project Shakti – Women's Empowerment
  18. 18. HUL Rural Coverage Strategy Accessibility Turnover / market Low High High Low Project Shakti – Women's Empowerment Combined IDC Indirect Coverage 5000+ pop villages Shakti 1000 – 2000 pop villages Streamline 2000 – 5000 pop villages
  19. 19. Coverage Process Star Seller Star Sellers take reach beyond motorable roads Rural Distributor (RD) Star Seller Star Seller Project Shakti – Women's Empowerment
  20. 20. Concept Unilever wanted to penetrate deeper to 1,000 to 2,000 pop villages – existing distribution model unviable Self Help Group women members were looking for more sustainable business opportunities in small village markets Project Shakti – Women's Empowerment
  21. 21. Process Business concept explained to the group women Women get consent from family and husband Entrepreneurial women selected and appointed Women trained on prices, discounts, buying, selling, brand communication etc Project Shakti – Women's Empowerment
  22. 22. Project Shakti MART’s role Conceptualization, Pilot, national rollout Identification & selection of potential Shakti dealers Capacity Building of Shakti dealer to become entrepreneurs Arranging finance from banks Link to HLL distribution network
  23. 23. Shakti Vision Shakti 2005-2006 15000 Shakti Entrepreneurs 50000 villages 10 Million Consumers Turnover 128 Crore Shakti 2008 30,000 Shakti Entrepreneurs 100,000 villages 100 million consumer
  24. 24. Developing Low Cost distribution Model
  25. 25. Reaching The Last Mile MART’s model Reach the last mile with educated unemployed rural male youth Recruit class 10+, rural youth (18-30 age) with skills in communication and community mobilization Build their skills in product and brand communication (customized to company) Build their skills in salesmanship Deploy them to take corporate brands into the hinterland and rural households.
  26. 26. The Model Trained volunteer is provided a branded bicycle, umbrella and a box to carry ready stocks. He wears a branded T-shirt and a cap Route Plans, PJP’s and JC’s are developed for him to cover uncovered markets He is attached to the rural distributor from where he picks up stock on cash-n-carry.
  27. 27. The Model Market coverage Daily visit to uncovered areas (> or < 2000 pop strata) Retailers in 4 villages or 1 haat and 2 villages in a day Covers villages within 10km radius from own village Retailer sale at trade margins and haat sale at price close to MRP
  28. 28. The Model Communication Focuses on Brand Recognition to fight menace of spurious Communicates Brand benefits Puts banners, posters etc
  29. 29. Results Coverage of 4 Haats every week 30 villages Average daily sale Rs 700/ youth Monthly income Rs 3,000/youth Nominal cost to company Starting at Rs1500/-youth/ month on a reducing scale, finally Rs 900
  30. 30. Improving Access to Health Services MART’s Implementation Capability Developing a Concept  Pilot  Developing Model  Scale Up
  31. 31. Project Arogya Rural population unaware of health issues arising out of mal nutrition, infection and allergy Recovery of ailment is considered effective as soon as the patient feels better and can go back to work. Most of the time do not complete the dose Health service providers in villages restricted to RMP and government appointed nurse. Quality health services, both public and private, available in block town identified the ailments for which the company had products and wanted to gain a larger market Nutrition for mother & child, TB, allergies were prioritized Need to associate with qualified doctors in semi-urban Need to build awareness about timely and complete treatment among people Quali& Quanti Research Strategy Company objective Understand the awareness of identified ailments, health issues and related pain points in accessing health services Assess the reach of the company brands
  32. 32. Project Arogya Scale Up A new approach 3 different models developed to create awareness. Models based on level of health awareness. Mobile health advisors were core to all models Association with health care chain information from health workers on where to get treatment helped villagers Relatively less delay in seeking treatment Saved costs Appropriate treatment helped build confidence Health service providers appreciated company efforts Issues on availability of company products affected the pilot Challenge was re-distribution of health products such that legal issues do not arise Changes in categorization of products Appointment of new sub-distributors at sub-district levels Associate with practicing doctors & qualified rural medical practitioners Scaled across 100 districts Pilot Inputs The model has been nominated for the Innovative Marketing Model category in the Golden Peacock Awards 2008
  33. 33. Project Arogya
  34. 34. Below the Line Communication MART’s Implementation Capability Innovation in Communication Platform  Pilot  Scale Up
  35. 35. Rural Promotion : Marico Parachute: Fighting Loose Coconut Oil in Haats Problem: Rural markets in Maharastra sold loose coconut oil and lookalikes of Parachute. Price Rs 6 vs Rs 10 per 100 gms Solution Recommended: To counter competition from loose oil, MART suggested promoting Parachute pouch packing of 6ml, 20ml, 50ml and 100ml in haats. Action: MART piloted promotion in 4 haats in 2 districts in Maharastra. Participation strategy was 3 consecutive outings 1st week for awareness generation 2nd for sales promotion and 3rd for sales linkages with haat sellers Result: Parachute sale jumped from Rs 500 per haat to Rs 3000 over three weeks
  36. 36. RURAL PROMOTION: TATA SHAKTI Promotion of Corrugated Roofing Tin Sheets Campaign objective educate consumer on brand promise of TATA Identification of genuine brand Build brand salience in a category which was generic (no brand differentiation) Haats & mandis were identified for below the line activities Pilot was conducted at 30 locations, to test the promotion strategy & make refinements in participation methodology Campaign in 6000 rural locations spread across 11 states, rolled out within 4 months. 80% locations covered were haats. Successful roll out for 4 successive years Company had assessed 37% growth in sales in financial year 2004-05 due to the campaign
  37. 37. RURAL PROMOTION: TATA SHAKTI
  38. 38. Our Clients-Corporate We work with several Fortune 500 and large Indian companies
  39. 39. Our Clients – Development We work with the development agencies

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