BRIGHT LIGHT, an urban startup, plans to launch a new soap in rural South India. They will conduct market research to understand dynamics and opportunities. Their marketing plan includes competitive analysis, identifying product portfolio, appropriate packaging and pricing, communication strategy, brand positioning, and sales strategy. BRIGHT LIGHT aims to achieve sales targets, customer goodwill and satisfaction, and maximum profits within five years by focusing on women aged 20-50 from low-income families. The plan involves direct marketing, small stores, wholesalers for distribution and educating villagers to create brand awareness. Progress will be monitored weekly against budgets and deadlines.

1. TOPIC :PREPAREA MARKETING PLAN FOR LAUNCHINGA
NEW SOAP IN RURAL SOUTH INDIA
Submitted by ,
RADHIKA R KRISHNAN

2.  Rural Marketing is defined as any marketing
activity in which the one dominant
participant is from a rural area.
 This implies that rural marketing consists of
marketing of inputs to the rural as well as
marketing of outputs from the rural markets
to other geographical areas.

3.  BRIGHT LIGHT – a start up company –
located in urban area is planning to launch
a new soap in rural area.
 It initially focusing on the rural south India.
 A new product launch is hugely different
from marketing regular products. It is like
giving birth to a baby.

4.  Competitive analysis
 detailed study is done to understand the market
dynamics. A gap analysis is done to assess the
opportunities existing in the market.
 Product portfolio management
 we identify the products to be launched in terms
of trade and consumer acceptability.
 Packing and pricing

5. Packaging for a new product decides the degree of
consumer interest. A bad pricing policy can make
a new product a non-starter.
 Designing a communication strategy
The communication strategy for a new product has
to be helpful to create basic awareness
 Brand Positioning
This says who you are and how you are different
from competition.

6.  Designing a sales strategy
Target cities and markets need to be identified to
launch the product effectively.
 Implementation of the launch strategy
To launch the product during the initial
phase, which is as per the plan. We believe that
implementation is the last 98 % of the puzzle.

7.  Current marketing situation
 Objectives
 Marketing strategy
 Action programs
 Financial projections
 Implementation controls

8.  Rural markets are offering immense potential
for market expansions and growth in washing
soaps
 Literacy level, family structure, spatial
distribution of household settlements, social
customs and norms etc are unique to rural
south India
 It can be done through SWOT analysis

9.  BRIGHT LIGHT decided on the following
objectives:
 Achieve sales of about all the people in the
village
 Achieve the goodwill for the product among
the customers and customer satisfaction
 Achieve maximum profit with in five years.

10.  Product: Washing soap, packed in coloured and
with high quality .the product packs of
50g, 100g,150g are planning to launch with orange
peel extracts
 Target market: Mainly focuses on ladies (20-50) in
the rural market. it mainly focuses from low level
income families in the area.
 Pricing : available at 10 RS for 50 g , 15 RS for 100g
, 20 RS for 150g
 Distribution:Through Direct marketing Using
salesmen ,Small stores, Wholesalers etc.

11.  Marketing communication : creating brand
awareness through educating the people in
the village.
 Marketing research :To monitor the
customers tastes and behaviour , repeat
purchase rate , preference of the customers
and so on .


12.  BRIGHT LIGHT will use a set of action
programs to achieve its objectives.
 Before launching the washing soap , it will
begin efforts at educating the village people
and also giving training to the employees
who all are from the rural areas.

13.  The first year sales revenue projected to be 6
lakhs.
 Half of the profit is for the sales promoters
and it is the expense forecast.
 The business is expected to break even in the
second year of operation.

14.  This plan will have a detailed Budget
 Activity schedule with strict deadlines.
 The plan will be monitored on a weekly basis.
