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RURAL MARKETING
CASE STUDY:
HANDWASH HABIT
GROUP 2:
Alok Raj (120006)
Shantanu Raj (120043)
Akriti (120068)
Ujjwal Aaishwarya (120117)
Q1. Can rural habits be changed? How?
Haath Honge Saaf To Bimari Ka Nahi Hoga Naam
(Nukkad Natak)
Effective medium to reach Rural folks.
Plays emphasises on hand wash and its benefits.
Due to lack of media reach it is very much effective
source of communication.
People get attracted by using the mass media like
organizing folk songs competition, folk dance etc.
Exhibitions are to be organised at various places
with the help of “Sarpanch” for handwash
In village people have strong faith in Sarpanch.
Awareness about hand hygiene and appropriate way to
clean hand.
Motivate them to do handwash with soap at five
critical times – after defecation, after mucking out,
before feeding children, before eating and before food
preparation.
Distribution of soaps and masks in
village during Covid19 through village
“Sarpanch” also worked in well
manner.
Government can also come with such
programs for poor people of the
village.
Q2. Imagine you work for a Pharma company, how
would you reach rural consumers and encourage them
to adopt your product? What challenges are you likely
to face?
PHARMAEUTICALS MARKET IN INDIA
A STUDY ON DEMANDING FACTORS
Centres for Disease Control, Institute of Medicine, and World Health
Organization states that -
• The influence of the built environment on physical activity and healthy eating
behaviour is an important issue.
• Access to healthy, affordable foods may be a problem in rural areas as healthy
eating in rural communities is limited.
• Here by, suggests to – To develop a strategic plan for Environment Barriers and
Geographic Isolation.
IDENTIFIED DEMANDS @ RURAL POPULATION
• Antipyretics: reducing fever (pyrexia/pyresis)
• Analgesics: reducing pain (painkillers)
• Anti malarial drugs: treating malaria.
• Antibiotics: inhibiting germ growth.
• Antiseptics: prevention of germ growth near
burns, cuts and wounds.
FACTORS PREVENTING THE RURAL PHARMA
MARKET (OUTGROWING CHALLENGES)
• Inadequate Infrastructure- There are always a gap both in government as well as private
sector’s initiatives to create a good healthcare infrastructure. Limited dispensaries, staff, or
doctors (only 1 doctor per 3000 people in rural area, compared to 2/3000 in urban). 60% of rural
diseases do not get treated at all.
• Lack of affordability - Many drugs remain expensive. Rural masses have stronger value for
money. A few days, or a little, suffering is preferred to spending money on medicines.
• Poor accessibility - Highly disbursed markets make distribution expensive and a logistic
nightmare. Maintaining cold-chain or special storage conditions is a challenge due to erratic
electricity supply.
• Lack of awareness - health knowledge awareness of rural residents is quite low and the
receiving way of health knowledge is simple and traditional. One of the critical factors was
education level, and knowledge level increased with higher education level.
STRATEGIES TO REACH RURAL CONSUMERS
• Improving healthcare system -
a. Partnering with government, NGOs and
other key stake holders
b. Training rural doctors and supporting staff.
c. Providing microfinance to doctors, retails,
etc. to create healthcare infrastructure
• Creating awareness:
a. Educating rural masses about safe and
reliable remedies for common ailments.
b. Partnering with rural institutions and
NGOs.
c. Making use of annuals fairs, weekly haats
and mandis to spread awareness.
• Providing affordability:
a. Making medicine more affordable is very
important. Companies can think of differential
pricing strategy for rural areas.
b. Rural healthcare insurance can help decreasing the
burden of payment on the individuals.
c. Training medical staff for cost effective disease
management may help in establishing trust in
allopathic medicines.
• Ensuring Accessibility:
a. Company delivery vans.
b. Pooling of resources by collaborations between
companies to set up viable distribution channels.
c. Developing products suitable for rough storing
conditions.
d. Mobile clinics and mobile pharmacies.
e. Post offices duplicating as pharmacies
POSSIBILITY OF CHALLENGES
LACK OF
COMMUNICATIO
N
LACK OF
QUALIFIED
DOCTORS
THINLY
POPULATED
MARKET
DEPENDENCY ON
LOCAL CHEMITS
LACK OF
STORAGE
INFRASTRUCTIRE
LACK OF
AWARENESS
REGARDING
AILMENTS
Following could be the more
possible challenges in
implementing the strategies.
Handwash habit

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Handwash habit

  • 1. RURAL MARKETING CASE STUDY: HANDWASH HABIT GROUP 2: Alok Raj (120006) Shantanu Raj (120043) Akriti (120068) Ujjwal Aaishwarya (120117)
  • 2. Q1. Can rural habits be changed? How? Haath Honge Saaf To Bimari Ka Nahi Hoga Naam (Nukkad Natak) Effective medium to reach Rural folks. Plays emphasises on hand wash and its benefits. Due to lack of media reach it is very much effective source of communication. People get attracted by using the mass media like organizing folk songs competition, folk dance etc.
  • 3. Exhibitions are to be organised at various places with the help of “Sarpanch” for handwash In village people have strong faith in Sarpanch. Awareness about hand hygiene and appropriate way to clean hand. Motivate them to do handwash with soap at five critical times – after defecation, after mucking out, before feeding children, before eating and before food preparation.
  • 4. Distribution of soaps and masks in village during Covid19 through village “Sarpanch” also worked in well manner. Government can also come with such programs for poor people of the village.
  • 5. Q2. Imagine you work for a Pharma company, how would you reach rural consumers and encourage them to adopt your product? What challenges are you likely to face?
  • 7. A STUDY ON DEMANDING FACTORS Centres for Disease Control, Institute of Medicine, and World Health Organization states that - • The influence of the built environment on physical activity and healthy eating behaviour is an important issue. • Access to healthy, affordable foods may be a problem in rural areas as healthy eating in rural communities is limited. • Here by, suggests to – To develop a strategic plan for Environment Barriers and Geographic Isolation.
  • 8. IDENTIFIED DEMANDS @ RURAL POPULATION • Antipyretics: reducing fever (pyrexia/pyresis) • Analgesics: reducing pain (painkillers) • Anti malarial drugs: treating malaria. • Antibiotics: inhibiting germ growth. • Antiseptics: prevention of germ growth near burns, cuts and wounds.
  • 9. FACTORS PREVENTING THE RURAL PHARMA MARKET (OUTGROWING CHALLENGES) • Inadequate Infrastructure- There are always a gap both in government as well as private sector’s initiatives to create a good healthcare infrastructure. Limited dispensaries, staff, or doctors (only 1 doctor per 3000 people in rural area, compared to 2/3000 in urban). 60% of rural diseases do not get treated at all. • Lack of affordability - Many drugs remain expensive. Rural masses have stronger value for money. A few days, or a little, suffering is preferred to spending money on medicines. • Poor accessibility - Highly disbursed markets make distribution expensive and a logistic nightmare. Maintaining cold-chain or special storage conditions is a challenge due to erratic electricity supply. • Lack of awareness - health knowledge awareness of rural residents is quite low and the receiving way of health knowledge is simple and traditional. One of the critical factors was education level, and knowledge level increased with higher education level.
  • 10. STRATEGIES TO REACH RURAL CONSUMERS • Improving healthcare system - a. Partnering with government, NGOs and other key stake holders b. Training rural doctors and supporting staff. c. Providing microfinance to doctors, retails, etc. to create healthcare infrastructure • Creating awareness: a. Educating rural masses about safe and reliable remedies for common ailments. b. Partnering with rural institutions and NGOs. c. Making use of annuals fairs, weekly haats and mandis to spread awareness.
  • 11. • Providing affordability: a. Making medicine more affordable is very important. Companies can think of differential pricing strategy for rural areas. b. Rural healthcare insurance can help decreasing the burden of payment on the individuals. c. Training medical staff for cost effective disease management may help in establishing trust in allopathic medicines. • Ensuring Accessibility: a. Company delivery vans. b. Pooling of resources by collaborations between companies to set up viable distribution channels. c. Developing products suitable for rough storing conditions. d. Mobile clinics and mobile pharmacies. e. Post offices duplicating as pharmacies
  • 12. POSSIBILITY OF CHALLENGES LACK OF COMMUNICATIO N LACK OF QUALIFIED DOCTORS THINLY POPULATED MARKET DEPENDENCY ON LOCAL CHEMITS LACK OF STORAGE INFRASTRUCTIRE LACK OF AWARENESS REGARDING AILMENTS Following could be the more possible challenges in implementing the strategies.