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Rural Marketing- Acceptability for a product

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Each Company is making their way to Rural India. Most of them have studied the market and Analyzed the things over there and ready to fight at Rural India. There are some of the companies which have already written their success stories in Rural market. Companies like HUL, ITC, LG, Mahindra have given a new format for rural marketing. They have done a great job. So, the marketing is always have the difference in Urban and rural, which makes the companies to think over the Marketing mix.
A series of pre-defined standards related to the performance of an individual product, service or system that enables someone to easily determine the capability to perform its function within an acceptable range.

Published in: Education

Rural Marketing- Acceptability for a product

  1. 1. Rural Marketing Acceptability for a Product Presented by: Priya SoniE-mail: priyasoni.9189@gmail.com
  2. 2. IntroductionEach Company is making their way to Rural India. Most ofthem have studied the market and Analyzed the things overthere and ready to fight at Rural India. There are some of thecompanies which have already written their success storiesin Rural market. Companies like HUL, ITC, LG, Mahindrahave given a new format for rural marketing. They have donea great job. So, the marketing is always have the differencein Urban and rural, which makes the companies to think overthe Marketing mix.
  3. 3. 4 A’s of Rural MarketingAvailability Acceptability Affordability Awareness
  4. 4. What is Acceptability?A series of pre-defined standards related to theperformance of anindividual product, service or system thatenables someone to easily determine thecapability to perform its function within anacceptable range.
  5. 5. What is Acceptability?The customer should think that they can buy the product byputting an extra money on that.They should feel that the product is designed as per their needs.It should deliver a great solution to the customer.They should think that the product gives some value to them.It should serve the purpose what they are planning to buy for.The customer should feel the comfort with the product and thereshould not be any hesitation to go for it.
  6. 6. The customer should think that they can buythe product by putting an extra money on that.Company: Tata ChemicalsIndustry seg.: consumer goodsProduct: Water PurifierDescription: Swach range of water purifiers promise pure drinkingwater to the rural people at a very low cost of INR 999. It does notrequire running water or electricity to provide harmless, bacteria- freedrinking water.
  7. 7. Tata Swach
  8. 8. The customer should feel that the product isdesigned as per their needs. Company: HUL Industry seg.: FMCG Product: Khushiyon ki Doli Description: The multi-brand rural engagement module- Khushiyon ki Doli- initiated by HUL, provides various personal care and home care brands such as Wheel, Surf Excel, Fair & Lovely, Sunsilk, Vim, Lifebuoy and Close Up.
  9. 9. Khushiyon Ki Doli- HUL
  10. 10. The product should deliver a great solutionto the customer. Company: ITC Industry seg.: Agriculture Product: e-chopal Description: An initiative by ITC, e-Choupal aims to empower farmers with up-to-date agricultural and marketing information through access to internet and computers. The campaign was launched in 2000 and targets to empower 10 million farmers by 2012.
  11. 11. E-choupal by ITC
  12. 12. The customer should think that the productgives some value to them.Company: Hero-HondaIndustry seg.: consumer durableProduct: SplendorDescription: Hero Honda Motors Ltd., a joint venturebetween Indias Hero Group and Japans Honda Motor Co., hasbet big on rural India by selling fuel-efficient motorcyclesdesigned for shallow pockets. The Splendor, costs US$ 800.
  13. 13. Hero Honda- Splendor
  14. 14. The product should serve the purpose whatthey are planning to buy for.Company: Godrej & BoyceIndustry seg.: consumer durablesProduct: ChotuKool RefrigeratorsDescription: Powered by battery, a perfect refrigerator forrural population. Does not require regular electricity supplyunlike the conventional models.
  15. 15. Godrej- ChotuKool
  16. 16. The customer should feel comfort with the product andthere should not be any hesitation to go for it. Company: Nokia Industry seg.: Software Product: Nokia Life Tool Description: The mobile application, launched in June 2009, empowers people to have access to agricultural, educational and entertainment content.
  17. 17. Nokia Life Tools

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