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Rural Marketing- Acceptability for a product
The document discusses the strategies of companies targeting rural markets in India, highlighting the importance of acceptability in product marketing. It provides examples of successful rural products from various companies, such as Tata Chemicals' low-cost water purifier and HUL's multi-brand rural engagement module. The key marketing mix for rural products consists of availability, acceptability, affordability, and awareness.
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Rural Marketing- Acceptability for a product
- 1. Rural Marketing Acceptabilityfor a Product Presented by: Priya Soni E-mail: priyasoni.9189@gmail.com
- 2. Introduction Each Company ismaking 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.
- 3. 4 A’s ofRural Marketing Availability Acceptability Affordability Awareness
- 4. What is Acceptability? Aseries 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.
- 5. What is Acceptability? Thecustomer should think that they can buy the product by putting 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 there should not be any hesitation to go for it.
- 6. The customer shouldthink that they can buy the product by putting an extra money on that. Company: Tata Chemicals Industry seg.: consumer goods Product: Water Purifier Description: Swach range of water purifiers promise pure drinking water to the rural people at a very low cost of INR 999. It does not require running water or electricity to provide harmless, bacteria- free drinking water.
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- 8. The customer shouldfeel that the product is designed 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.
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- 10. The product shoulddeliver a great solution to 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.
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- 12. The customer shouldthink that the product gives some value to them. Company: Hero-Honda Industry seg.: consumer durable Product: Splendor Description: Hero Honda Motors Ltd., a joint venture between India's Hero Group and Japan's Honda Motor Co., has bet big on rural India by selling fuel-efficient motorcycles designed for shallow pockets. The Splendor, costs US$ 800.
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- 14. The product shouldserve the purpose what they are planning to buy for. Company: Godrej & Boyce Industry seg.: consumer durables Product: ChotuKool Refrigerators Description: Powered by battery, a perfect refrigerator for rural population. Does not require regular electricity supply unlike the conventional models.
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- 16. The customer shouldfeel comfort with the product and there 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.
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