9. Cont’d Product Level Characteristics Example Rural Vs Urban Core Benefit Fundamental benefit/ services Entertainment Same Basic Product Benefit/service into tangibles Television Set Same Expected Product Attributes & conditions buyers normally expect Digital sound, flat screen Appearance of differences in expectations Augmented Product Exceeding customer expectations Battery Operated TV Pleasant surprise for rural customer Potential Product Encompassing all augmentations & transformations Jolly Startek TV Uniquely rural value proposition
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11. Need-Product Relationships and the changes happening in Rural India Needs Old Products New Products BRUSHING TEETH Neem sticks, Charcoal, Rocksalt, Husk Toothpaste, tooth powder WASHING VESSELS Coconut fiber, Earthy materials, Brick Powder, Ash Washing Powders, soaps and liquids TRANSPORT Bullock Cart, Horses, Donkeys Tractors, LCVs, Mopeds, Scooters, Motor cycles IRRIGATION Wells, Canals, Water lifters, Wind Mills Bore-wells, Motors, Power Generators, Pump Sets HAIR WASH Shikakai powder, Retha, Besan Shampoos and hair care soaps
25. RURAL DISTRIBUTION Physical Distribution Channel of Distribution Transportation Warehousing Communication PHYSICAL DISTRIBUTION Transportation Railways, Roads ,Waterways, Animals Communication ITC using internet, Mobile users by fisherman Warehousing (Three Tier Rural Warehousing Set Up) Central/State Warehousing Cooperatives Rural Godowns
26. Levels of Distribution Level Partner Location 1 Company Depot/ C & FA National/ State level 2 Distributor/ Van Operator/ Super Stockist/ Rural Distributor District level 3 Sub Distributor/ retail Stockist/ sub stockist/star seller Tehsil HQ, towns and large villages 4 Wholesaler Feeder towns, large villages, haats 5 Retailer Villages, haats
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29. Media Vehicles Mass Media Local Media Personalized Media Radio Haats, Melas, Fairs Direct Communication Cinema Wall Paintings Dealers Press Hoardings Sales Persons TV Leaflets Video Vans Folk Media Animal Parade Transit Media Researchers