Marketing Of Dettol & Prestige Mixture Grinder In Rural parts of India and Marketing of Services provided by Siksha & Axis bank

1. Name : Anushree Ambardekar
Section : Su1
Roll No.: 14
Subject : Introduction to Rural Marketing and Service
Marketing

2. PRODUCT

3. 1. Dettol (antiseptic and disinfectant )

4. PRODUCT
 Dettol is the trade name for a line of hygiene products
manufactured by Reckitt Benckiser
 Dettol liquid antiseptic and disinfectant is normally light
yellow in colour but it produces a white coloured milky
emulsion of oil droplets when diluted with water during use
 Recommended By Indian Medical Association
 Usage: an antiseptic on cuts or wounds, used in bath water,
used as disinfectant on kitchen surfaces, sinks, or anything
that needs to be germ free.

5.  MOTTO: Dettol is passionate about their
products, from soaps to sprays. Each and
every one is carefully created using
unrivalled expertise in disinfection and
hygiene, to help protect your loved ones
from nasty germs and make your house a
healthy, happy home.

6. PRICE
 Every Indian household is familiar with Dettol today which is in the
market for more than 70 years now.
 Urban areas are the main contributors to the brand’s success, but
Reckitt now plans to takes it to rural areas with smaller packs and
lower price.
 For example, 35 gram of soap is priced at Rs.7 in rural areas while a
70 gram costs nothing less than Rs.19 and a 120 gram for Rs.31 in
the urban areas.
 Dettol Antiseptic liquid has an market share of about 85%+
 Dettol soaps has a market share of 18%
 Dettol liquid hand wash has a market share of 55%+

7.  Repackaged its liquid hand wash in smaller bottle at a
lower price point
 Dettol soap has been reintroduced in smaller units of 35g
@ Rs.6

8. PROMOTION
 The company plans to win consumers through consumer
awareness programs highlighting the concept of
cleanliness and the need to fight germs to increase their
penetration in the rural market
 The company focuses well in its advertising strategy.
 Punch line- “Dettol Daily Care-24 hour protection
against germs”

9.  Promotion Discounts: As part of introductory offer,
discounts can be offered on certain products.
 Distribute free samples and give Demonstrations.

10.  Create awareness with Launch of various campaigns like
• “Dettol Surakshit Parivar”
initiative
• “One Million Healthy hands”
initiative

11. 2 . P r e s t i g e M i x e r G r i n d e r

12. PRODUCT
The Power-packed motor and it's uniquely crafted
blades make grinding traditional masala, and more
simple.
The Prestige mixer grinder's aesthetic design and the
vibrant colours add a touch of style to your kitchen,
while making cooking convenient.
There's one for everyone.

13. PRODUCT
Cook healthy and delicious food with the help of this
smart mixer-grinder
Powerful motor and high quality blades grind fine pastes
and mix ingredients perfectly
Use this appliance to prepare smooth gravies, chutneys,
fine spice powders and a lot more
This compact mixer-grinder will help you make tasty food
by whipping up everything you put in it to perfection
Made of durable material, the jars are easy to hold,
remove and clean

14. Features
 3Stainless steel Jar
 Mix-O-Keep Jar
 1 Juice Extractor Jar
 Flow-breaker design
 7 Stainless steel
multi-purpose blades
 Sturdy handles
 750 watts motor
 2 Year warranty with
lifetime free service
 Overload button in the front

15. PRICE
Affordable price
Available in various price range
Different Discount offers
No shipping charges
Exchange offers available

16. PROMOTION
Promoting with help of posters and advertisements
in Rural areas
Demo of How the product is useful
Attractive product models
Exciting offers

17. SERVICES

18. 1. Free Education service (SHIKSHA)

19. P&G and Shiksha:
Increasing Access to Education in India
 India has the world’s largest population of uneducated
children, with nearly half of all children there not attending
school.
 The Shiksha program is dedicated to
fighting that trend, helping to provide
access to education for more children.

20. P&G India’s flagship Corporate Social Responsibility
Program, Shiksha, is an integral part of P&G’s global corporate
cause—Live, Learn and Thrive, which currently reaches out to
over 50 million children annually.
The program funds NGO efforts to address the underlying
causes of poor access to education, such as poverty, health
issues, and access to immunization.
In cases where schools don’t exist, the program also funds
their construction.

21. Now in its 8th year, Shiksha has enabled over 385,000 lesser-
privileged children to access good, quality education by
supporting the sustainable and tangible assets of schools.
Shiksha has built and/or supported over 200 schools by
interventions such as reactivating defunct government schools,
building new schools or enhancing education infrastructure at
existing schools.
Brands supporting Shiksha:

22. PRICE & PROMOTION
 Each time a consumer buys a large pack of participating P&G
brands in India during Shiksha program months, part of the
proceeds are donated toward enabling underprivileged
children on the path to education
 Shiksha has over the years received
generous support from many thought leaders
& celebrities

24. 2. Banking (AXIS BANK)

25. PRODUCT
 Axis Bank Limited is an Indian financial services firm
headquartered in Mumbai, Maharashtra
 The third largest private sector lender of the country, Axis
Bank will be opening 100 branches in rural areas of the
country as a part of its rural banking strategy
 Bank has embarked on a unique strategy - RURAL BANKING
STRATEGY to spread its presence in the rural areas.

26. Axis Bank- Agri & Rural Banking
ACCOUNTS & AGRI BUSINESS LOANS:
 Simple banking with multiplied benefits
• Let your money grow with the cost-effective Accounts and Deposits
offered by Axis Bank.
1. Krishi Savings Account
2. Krishi Current Account
 Loans within your reach
• Whether it's financing farm equipment, or funding renovation of
godowns, Axis Bank offers loans for all kinds of farming needs.
1. Kisan Power
2. Powertrac
3. Arthia Power
4. Loans for Rural Godowns
5. Power Gold
6. Loans for Horticulture Projects

27. Microfinance & Rural
Microfinance Initiatives
Axis Bank is actively involved in microfinance and extends financial
assistance to Microfinance Institutions (MFIs).
Rural Banking Initiatives
Bank has embarked on a unique strategy - RURAL BANKING STRATEGY
to spread its presence in the rural areas.

28. PROMOTION
 The launch is a part of Axis Bank's initiative of extending its foot
print in Tier III, IV and V centres with a population of around 10000
up to 50000.
 The Bank is aiming at achieving the twin objectives of tapping semi
urban and rural potential as well as bringing technology driven
banking services to the hinterland and especially in under banked
Districts and States.
 Considering the rural character, we shall offer rural specific products
& services in such locations to cater the wide spread mass segment.