rural products

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rural product innovations

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  • VALS : value and lifestyle
  • rural products

    1. 1. SUPER SHAMPOO<br />Ban jao super-star<br />PRESENTEDBY:<br />PALLAVI PANT<br />PRATEEKSHA RAWAT<br />PRIYA LALWANI<br />RICHIE MORE<br />SACHIN CHAUDHARY<br />
    2. 2. Rural Market “a world of opportunities”<br />The middle and higher income household are expected to grow from 80 million to 111 million in year 2008.<br />In urban India it expected to grow from 46 million to 53 million.<br />Thus the expected size of rural market is expected to grow double in size as compare to the urban India.<br />Source:-NCAER(National council of economical research)<br />
    3. 3. Rural marketing features:<br />Large scattered market:<br />Its consist of around 64 crore of consumers from 5370000 villages.<br />Major income from agriculture<br />Major income of around 60% is generated from agriculture in India.<br />Traditional outlook<br />The rural consumer value old costumes and traditions ,they never prefer changes.<br />
    4. 4. Rural marketing challenges:<br />Low per capita income<br />Even thought the 70% of the revenue is generated from villages , still the per capita income is very low in rural areas.<br />Level of literacy:<br />Level of literacy is lower in rural areas as compare to the urban area, due to which the communicating with these people for the permotion purpose is quite difficult. <br />
    5. 5. PEST ANALYSIS:<br />A scan of the external macro-environment in which the firm operates can be expressed in terms of the following factors:<br />Political<br />Economical<br />Social<br />Technological<br />
    6. 6.
    7. 7. Political:<br />In rural areas minimum political influences and were generally limited to the local politics.<br />Generally villages are governed by the system of “GRAM PANCHAYAT” .<br />NGO’s in villages play really important role in making them aware about the different governmental policies.<br />
    8. 8. Economical:<br />Economic factors affect the purchasing power of potential customers and the firm's cost of capital. <br />Rural income levels:<br />
    9. 9. Social:<br />Organization must study the social factor before starting the business in any rural area<br />Social factor include <br />Relationship<br />Age group<br />Religion<br />Ethnic group<br />
    10. 10. Technological:<br />Technology become the part of majority of organization , it helps to improve the product and moreover having the edge over the other companies with continues innovation.<br />R & D is the integral part of our company.<br />
    11. 11. Potential for super shampoo<br />As per the case study data<br />
    12. 12. Need ..want…<br />Need: hair wash<br />Want: beautiful hair <br />strong and healthy hair<br />less chemical products<br />Demand: low priced shampoo that has less chemicals and provides good hair care<br />
    13. 13. PRODUCT AND PRICE<br />PRODUCT :<br />SUPER SHAMPOO<br />PRICE :<br />Sachet of 5 ml : Rs. 1<br />
    14. 14. BRAND NAME : SUPER SHAMPOO<br />Easy to pronounce<br />Simple to understand<br />English overtone <br />Triggers a superior image in the mind of consumer<br />
    15. 15. Product features<br />Less chemicals used<br />Shikakai based<br />Smells fresh<br />Makes hair smooth and lustrous<br />More foam <br />Cheap cost<br />More quantity in lesser price<br />
    16. 16. SEGMENTATION,TARGETING & POSITIONING<br /><ul><li>GEOGRAPHIC:</li></ul>Region : South India <br /> Rural areas <br />
    17. 17.
    18. 18. <ul><li>DEMOGRAPHIC :</li></ul>Age: 18 to 50<br />Family size: 4 to 5 members<br />Gender: female<br />Income (annually): low income household<br /> less than Rs.75000 <br /> between Rs. 75000 – 150,000<br />Occupation: housewives, farming, sales job <br />
    19. 19. lifestyle<br />
    20. 20. BEHAVIOURAL<br />Decision role : women <br />User status : nonusers <br />potential users<br />User rate : light users (once or twice in a week)<br />Readiness stage : unaware<br />PSYCHOGRAPHIC:<br />Based on VALS framework : <br />Believers : lower resource group ,conservative , conventional <br />and traditional people<br />
    21. 21. MARKET target<br />Target market for Super shampoo is the rural and semi-urban people who have higher aspirations and who care about the overall health of their hair.<br />
    22. 22. MARK.ET POSITIONING<br />Super shampoo position itself as the rural brand that has local appeal .<br />It gives a star-image to its users<br />It uses herbal product (shikakai ) as its main ingredient<br />
    23. 23. COMMUNICATION CHANNELS<br />
    24. 24. MEDIA HABITS<br />TELEVISION<br />RADIO<br />
    25. 25. INFLUENCE OF ADVERTISEMENTS<br />Use of celebrities can be beneficial as they are looked up as role models.<br />So, regional movie actors can play a major role in the growth of the company as BRAND AMBASSADORS.<br />
    26. 26. NEWSPAPERS-: Coupon system<br />DEMONSTRATIONS<br />OTHER CHANNELS<br />
    27. 27. WORD OF MOUTH<br />FRIENDS AND RELATIVES<br />LOCAL KIRANA STORES<br />
    28. 28. INFUENCE OF DIFFERENT COMMUNICATION CHANNELS<br />As per the case study data<br />
    29. 29. Rural consumer behavior<br />Factors Influencing Rural Behavior<br />Attitude<br />Stimuli >Consumer Belief<br />Products Consumer feelings<br />Packages<br />Commercials Perception<br />Brand Image -Exposure<br /> -Interpretation<br />
    30. 30. Rural Marketing Success Story<br />The 4A Approach<br />Availibility<br />Affordability<br />Acceptebility<br />Awareness<br />
    31. 31. Consumer Behavior of Rural Consumers<br />Price Consciousness among rural consumers especially the ones who belong to the lowest strata (annual income: below Rs 200000)<br />People having less knowledge<br />Less quality conscious people<br />People striving for value for money products<br />Indulge in less pre-purchase analysis<br />
    32. 32. INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR<br />
    33. 33. Print Ads for<br /> Super Shampoo<br />
    34. 34. Ab Superstar banna<br />Itnabhimushkilnahi<br />
    35. 35.
    36. 36. Bano Superstar Campaign <br />
    37. 37.
    38. 38. Balon ho rahehaindhoop<br />aurgarmisebejaan<br />Ab to main bhi ban saktahun<br />SooperStar<br />
    39. 39. COMPETITORS IN MARKET<br /><ul><li>Clinic plus
    40. 40. Chik
    41. 41. Head and shoulders
    42. 42. Sunsilk
    43. 43. Others-(includes soaps ,local brands etc)</li></li></ul><li>PROBLEMS IN DISTRIBUTION<br /> Communicating in an environment of low literacy<br />Looking beyond conventional media<br />The rural market may be alluring but it is not without its problems<br />Low per capita disposable incomes that is half the urban disposable income<br />large number of daily wage earners<br /> poor roads<br />and inaccessibility to conventional advertising media. <br />
    44. 44. DISTRIBUTION CHANNELS<br />Haats & melas<br />Kirana stores<br />Self help groups<br />
    45. 45. HAAT & MELAS<br />In rural India, annual melas organised with a religious or festive significance are quite popular and provide a very good platform for distribution.<br />Rural markets come alive at these melas and people visit them to make several purchases.According to the Indian Market Research Bureau, around 8000 such melas are held in rural India every year.<br />Also, one satellite town where people prefer to go to buy their durable commodities generally serves every region consisting of several villages.<br /> Melas are organized after harvest season, so the villager has enough money, which he will be ready to spend. Demonstration at Haat is essential to convert customers at haats since their attitude is far more utilitarian than that of visitors to a fair.<br />
    46. 46. KIRANA STORES<br /> strength of kirana stores: <br />Wide spread across the rural areas at convenient locations.<br />Operate on extremely low cost model where they pay little or no tax to family owned properties.<br />Caters to impulse needs on short notice.<br />Early opening and late closing time which suits many families.<br />Kirana stores inherently possess warmth. Kiranas have a clear understanding of their customer needs, wants and preferances.<br />Kirana stores also provide credit facility to its customers for 1 -3 months<br />
    47. 47. SELF HELP GROUPS<br />SHGs will help in promotion of super shampoo<br />It will also help in sales facilitation of super shampoo<br />
    48. 48. RETAILER STRATEGY<br />Give special discount to retailers if sell more products in a specific season<br />Discount on bulk purchasing<br />Placing products at public places<br />Placing product at public places like post offices,<br />
    49. 49. SUPPLIER<br />DISTRIBUTION MODEL<br />MANUFACTURER<br />RETAILER<br />CUSTOMER<br />
    50. 50. SWOT ANALYSIS<br />
    51. 51. THANK YOU<br />

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