The project describes the Distribution, Analysis and Social Media Campaign for a fictional Agarbatti company called OMM Agarbatti. We developed a rural campaign along with a strong social media strategy. We covered- 1) BUILDING RURAL DISTRIBUTION 2) NGOs IN DIFFERENT LOCATIONS 3) SOME KEY STATISTICS 4) INFOGRAPHICS 5) DEMOGRAPHIC DIVISION 6) Distribution Strategy in BOP market 7) Incentives to women 8) POSITIONING STATEMENT 9) RATIONALE BEHIND THE CAMPAIGN 10) Poster for Social Media Campaign 11) Marketing strategy adopted 12) Newspaper Advertising 13) YouTube marketing 14) Facebook campaign 15) Instagram campaign

1. MARKETINGTO
CONSUMERS AT BOP
GROUP 1
Aditya Jasani UM19077 Harshit Sharma UM19097 Deepshikha Mohanty UM19149
Bipasha Pradhan UM19090 Biswadeep Ghosh Hazra UM19148 Devansh Jajodia UM19151

2. Visual analysis
Distribution Strategy
Social Media campaign

3. INTRODUCTION
The video here is an excerpt from one of the classic
movies of all-time 'Do Beega Zamin' which rightly portrays
the life and plight of people living in poverty and how
they manage to meet ends on a day-to-day basis
The video also describes the invaluable between a father
and his child who is determined to make a difference in
life
3

4. PRIMARY ANALYSIS
The whole setting of the video is in black and white, something you would relate to a piece of art
from the year 1953.i.e. almost 7 decades back!
Each and every character of the video is wearing shabby, torn and lifeless clothes, thereby
signifying the fact that life in those old days never revolved around riches!
The plot of the video is such that it begins with 2 small kids working as cobblers with utmost joy
and happiness
The next scene depicts a particular family scene where father comes home and finds his little boy
missing
The boy comes from behind, jumping in joy, sharing with this grandfather the fact that he earned
12 Aanas today and could also bring some bangles for his mother!
When he shares the same with his father, he mistook it & slaps him for stealing
However, his joy knows no bounds when he comes to know about his son's deeds
The next and the final part is about the 'Money Order' that is being received by the mother with
lots of love and hope!!
4

5. SECONDARY ANALYSIS
This 4-minute-long piece of emotion displays extraordinary
nuances of a poor man's life, living in India and lying under the
'Bottom of the pyramid (BOP)' category
Even the smallest of details like the innocence on the boy's face,
the utmost honesty they do their work with while sharing the
business, that worried look on the father's face and lastly ,that
little element of happiness on the mother's face is something
that makes it unique and engaging.
5

6. LEARNINGS
#1
It doesn't matter, which profession/level, you
belong to, you ought to deal with utmost
accountability
#2
Even at the bottom of the pyramid, ethics like
working with honesty, and not earning
illegally exists in the grassroots
#3
Not everything can be bought with money,
the amount of courage and determination
that can be found in the BOP is unmatched
and knows no boundaries of age, gender,
creed or religion!
6

7. BUILDING RURAL
DISTRIBUTION
Focus on villages in the districts of Prayagraj, Lucknow, Kanpur,
Varanasi, Jaunpur, Ayodhya, Ghazipur
Explore non-conventional distribution systems like reaching
village households through self-help groups or NGOs, you can
suggest any alternate model as well. Explain what incentive
needs to be provided to women in SHG so that they distribute
ANT’s products in their respective areas. Also cover other
related issues.
End user: Married Women from SEC B C AND D households,
living in rural areas
7

8. 8
NGOs IN DIFFERENT
LOCATIONS
Lucknow
o Society for Development Activities
o Aashirwad Welfare Society
o Abdul Majeed Shikshan Sansthan
o Action Group For Right to Information
o Activists of Voluntary Action for Development
of Humanity
o Adarsh Jan Jagriti Seva Sansthan
o Adarsh Sarvian Kalyan Sansthan
o Aaysha Gramudyog Samiti
Allahabad
o All India Milly Foundation
o Alltech Educational and Scientific
Society
o Amarpusho Educational and
Welfare Society
o Arman Yuva Kalyan Samiti
o Audhyogik Jan Kalyan Sansthan
o Backstage
o Badho Foundation Educational
and Welfare Trust

9. SOME KEY STATISTICS
9
State (Uttar Pradesh) Overall (India)
Unemployment Rate 6.40 6.10
% of people below poverty line 29.43 21.92
Literacy Rate 67.68 72.99
State NSDP/GDP (Per Capita) 66,512 1,26,406
Population 9,96,09,303 1,36,99,65,385
Internet Penetration (%) 31 50
Internet Literate Population 3,08,78,884 49,82,14,084
Rural Population (65%) 6,47,46,047 89,04,77,500
Urban Population (35%) 3,48,63,256 47,94,87,885
Age Group (0-14 Years) 3,51,62,084 48,35,97,781
Age Group (15-24 Years) 1,83,28,112 25,20,73,631
Age Group (25-64 Years) 4,09,39,424 56,30,55,773
Males 5,20,96,916 70,32,61,969
Females 4,75,12,387 66,67,03,416
Sex Ratio 912 943
Number of Colleges 4849 1241 (Average)
Number of Schools 255969 47544 (Average)

10. INFOGRAPHICS
10

11. DEMOGRAPHIC
DIVISION
Prayagraj Lucknow
11
Population 11,10,000
Internet Penetration (%) 31
Internet Literate Population 3,44,100
Rural Population (65%) 7,21,500
Urban Population (35%) 3,88,500
Age Group (15-24 Years) (18.4%) 2,04,240
Age Group (25-64 Years) (41.1%) 4,56,210
Males (52.3%) 5,80,530
Females (47.7%) 5,29,470
Population 28,20,000
Internet Penetration (%) 31
Internet Literate Population 8,74,200
Rural Population (65%) 18,33,000
Urban Population (35%) 9,87,000
Age Group (15-24 Years) (18.4%) 5,18,880
Age Group (25-64 Years) (41.1%) 11,59,020
Males (52.3%) 14,74,860
Females (47.7%) 13,45,140
End user: Married Women from SEC B C AND D households, living in rural areas
Population based on 2011 census data
The final target population consists of internet literate and illiterate women
Properties of Uttar Pradesh like Internet Penetration, Male Female Ratio, Rural
Urban Ratio, Age Group demographics have been applied to all chosen districts
Rural Population (Female) in the 15-64 range- 2,04,773 (population
consists of internet literate and illiterate)
Rural Population (Female) in the 15-64 range- 5,20,233

12. 12
DEMOGRAPHIC
DIVISION
Kanpur Varanasi
Population 29,20,000
Internet Penetration (%) 31
Internet Literate Population 9,05,200
Rural Population (65%) 18,98,000
Urban Population (35%) 10,22,000
Age Group (15-24 Years) (18.4%) 5,37,280
Age Group (25-64 Years) (41.1%) 12,00,120
Males (52.3%) 15,27,160
Females (47.7%) 13,92,840
Population 12,00,000
Internet Penetration (%) 31
Internet Literate Population 3,72,000
Rural Population (65%) 7,80,000
Urban Population (35%) 4,20,000
Age Group (15-24 Years) (18.4%) 2,20,800
Age Group (25-64 Years) (41.1%) 4,93,200
Males (52.3%) 6,27,600
Females (47.7%) 5,72,400
Rural Population (Female) in the 15-64 range- 5,38,681 Rural Population (Female) in the 15-64 range- 2,21,376

13. 13
DEMOGRAPHIC
DIVISION
Jaunpur Ayodhya
Population 1,80,000
Internet Penetration (%) 31
Internet Literate Population 55,800
Rural Population (65%) 1,17,000
Urban Population (35%) 63,000
Age Group (15-24 Years) (18.4%) 33,120
Age Group (25-64 Years) (41.1%) 73,980
Males (52.3%) 94,140
Females (47.7%) 85,860
Population 55,890
Internet Penetration (%) 31
Internet Literate Population 17,326
Rural Population (65%) 36,329
Urban Population (35%) 19,562
Age Group (15-24 Years) (18.4%) 10,284
Age Group (25-64 Years) (41.1%) 22,971
Males (52.3%) 29,230
Females (47.7%) 26,660
Rural Population (Female) in the 15-64 range- 10,311
Rural Population (Female) in the 15-64 range- 33,207

14. Distribution Strategy
in BOP market
1. Ensuring reach and visibility- The thing which is critical is keeping the
right SKU, as rural retailer can’t afford to keep different SKUs. In such a
case being first on shelf in the product category and developed a
privileged relationship with retailer is a source of competitive advantage
to consumer good companies.
2. Understanding peak seasons- Peak seasons like festivals, pujas and
marriages generate bulk demand of consumer durables for the customers.
The rural consumers are in mood and have cash for the same at this time.
Organizations have to ensure that products are available at these times.
Van branding and visual merchandising at outlets through point-of-
purchase visibility has proved to be an effective consumer influencer
fueling rural channel growth
3. Define dealer margin. Because our brand is relatively new we need to
give extra margins for our products compared to the other brands in order
to increase visibility of the product.
4. Wholesale route- Since the brand is new, the wholesaler can provide push
for the products. This will allow other retailers to purchase the product.
5. Devising a robust approach to the last mile- Along with using hub and
spoke models, we can add representatives to take care of distribution. For
example, we can take help of NGOs and SHGs to promote sales.
14

15. 6. Forging sustainable channel relationships- Ant Group can start
by demonstrating their commitment to building mutually
beneficial relationships. It can provide training to the partners.
For example, they may teach them advanced selling and
promotion techniques. It can also build familial bonds with their
channel partners to strengthen trust and loyalty.
15

16. Incentives to women:
1.ITC has signed a MoU with ORMAS (Orissa Rural Development & Marketing
Society), an autonomous body under the Pachayat Raj in Odisha. This initiative
provides technical training to rural women & provides employment
opportunities to over 4,000 rural women.
2.OM Agarbatti can increase penetration in the rural market and reach out to
small villages by taking the help of women. Since our TG is women, we can
hire women from the villages to distribute ANT Group’s products in areas
around the temples. Also they can make a weekly visit in their respective
villages to the households to increase awareness of the products
3.We can provide them with training and employment opportunities. Based on
the sales they make they can be given incentives like Agarbattis, storage boxes,
umbrellas, bicycles.
4.People living in villages close to Om’s manufacturing centre can be given
training in manufacturing agarbatti.
16

17. POSITIONING
STATEMENT
ANT group caters to both institutions and
retail buyers with their fragrant incense
sticks and dhoopbatti. The company offers
value-for-money and superior quality
products so that they are solely focused on
their needs and customers are surrounded
by an ambience of devotion and spirituality
17

18. 18
RATIONAL BEHIND
THE CAMPAIGN
“Bhakti me laye shakti”
ANT group has also proposed to spearhead a unique initiative at the Shri Mata Vaishno Devi Shrine, which will
involve implementation of requisite infrastructure to convert organic temple offerings and Langar and
Bhojanalayas leftovers into biogas. The slogan is aimed to drive economic, social and environmental capital.
ANT group has been working with popular temples in the country to convert organic offerings at their
premises into biogas or compost.

19. Poster for social Media
Campaign
19

20. Marketing strategy
adopted
20

21. Newspaper Advertising
21
Newspaper
(Source- Economic
Times) (17%)
Daily readership
(2019)/ Growth
over 2018
Times of India 15,236,000 (17%)
The Hindu 6,226,000 (17%)
The Economic Times 3,701,000 (19%)
The Indian Express 1,855,000 (16%)
All English Dailies 31,366,000 (14%)
Name of the
newspaper
Rates (in Rs. Per sq. cm)
Times of India Front Page- Rs 1373
Back Page- Rs 1140
Times Ascent B&W: Up to 120 cm^2-Rs
376
Colour: Up to 120 cm^2-Rs
376
TOI City Times Front Page- Rs 479
Back Page- Rs 384

22. Radio advertising
A radio advertising campaign
would also be beneficial from
our point-of-view. Radio ads
can be run on Radio Mirchi
and Red FM in the evening
prime time.
22
YouTube marketing
Channel
name
Subscriber
increment for
last 30 days
Video views for
last 30 days
Total
subscribers
Total video
views
Bhakti
Aradhana
1,30,000 49.069M 2.31M 497,909,351
Spiritual
Mantra
1,40,000 35.216M 5.91M
1,236,052,627
Hare
Krsna TV
30,000 4.908M 1.35M 240,546,971
Sanskar
TV
150,000 34.362M 3.91M
722,233,719

23. Facebook campaign
23
Taking an estimated budget of Rs. 50,000, we plan to reach an estimate 50,000
people daily in the state of Uttar Pradesh over a period of 5 days. The
estimated daily engagement would be expected to be 11.6k-33.5k on an
average.

24. Instagram campaign
24
Through our analysis in the given table, we infer that It would be most
economical to go with collaborating with 50 micro influencers for maximum
reach.
Option 1 Option 2 Option 3
Hire Jimmy
sheirgill Hire 25 microinfluencers
Hire 50
microinfluencers
Approx 10k followers per
influencer
Approx 5k followers
per influencer
Total campaign Budget 2,00,000 2,00,000 2,00,000
Compensation to each 2,00,000 8,000 4,000
Influencers hired 1 25 50
Average followers/influencer 5,25,000 10,000 5,000
Total reach 5,25,000 250000 250000
Average engagement rate 1% 5% 10%
Total campaign ad impressions 5250 12500 25000
Cost/ad impression 38.0952381 16 8

25. THANKYOU!