Selling products of an established brand may not be a herculean task. But I found four tough elements connected with execution of this campaign at Gujarat:
1. Decline in sale of premium edible oil
2. Rural
3. Cuisine
4. Unavailability of premium products in sachets or in any other miniature form - Shampoo and cosmetic market in Rural India is still relying on this.
What works in semi-urban area is either fear or benefit. And for rural population we should add faith as well. The presentation herewith explains the ways we have explored to present the product as a compulsion.
*Please ignore any non-compliance of format
rules and typos in the document as we take more pleasure in defining the undefined!
Well this was another project given to me and my group members. We had to take a product and explain the Marketing mix and the influences and cultural shifts towards noodles consumption.
Project was presented by HEEMA JOSHI, NEETI JHA,. ABHIJEET ZAWARE AND MYSELF LOKESH BOGATI
I hjave designed the slides as per the theme of Maggi
Please follow me on slideshare for more Powerpoint presenatations :)
My email lbogati62@gmail.com
thank you :)
Well this was another project given to me and my group members. We had to take a product and explain the Marketing mix and the influences and cultural shifts towards noodles consumption.
Project was presented by HEEMA JOSHI, NEETI JHA,. ABHIJEET ZAWARE AND MYSELF LOKESH BOGATI
I hjave designed the slides as per the theme of Maggi
Please follow me on slideshare for more Powerpoint presenatations :)
My email lbogati62@gmail.com
thank you :)
'Social Media' case studies from major brands with insights into why their campaigns worked and what we can learn from them.
In this case study is basically highlight key points which has achieved by using a social media service or strategy.
A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
Brand prism gives an idea about the aspect of Maggie as a brand. It talks about personality of maggie brand. Its internal and external lookout from its own and customer's point of view
'Social Media' case studies from major brands with insights into why their campaigns worked and what we can learn from them.
In this case study is basically highlight key points which has achieved by using a social media service or strategy.
A presentation on the creative brief for Maggi India by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.
The presentation talks about a creative brief for the potential next campaign for Maggi India.
Brand prism gives an idea about the aspect of Maggie as a brand. It talks about personality of maggie brand. Its internal and external lookout from its own and customer's point of view
Abengoa Innovación - Infraestructura de estaciones de servicio de hidrógenoAbengoa
Abengoa está trabajando en la producción de hidrógeno basado en energías renovables para su uso comercial transformando gas natural o mediante electrólisis.
Deoleo - Customer Acquisition and Retention StrategyChen Yang Lim
The aging Spanish population and declining young shoppers is a ticking bomb threatening olive oil consumption in Spain. Tasked with this challenge, we consulted for Nielsen and world largest olive oil producer – Deoleo in customer acquisition and retention through improved product positioning and strategy.
Created as part of a master's programme in Market Research & Consumer Behaviour
Plan Behind Gachibowli Bike Track...
Now it s time for AP!
----------------------------------------------------
http://www.deccanchronicle.com/141025/nation-current-affairs/article/it%E2%80%99s-time-deliver-nara-lokesh
Summer Internship Project Report on Study on Retailing Techniques in Cargill ...Sumit Agarwal
This Study gives you an overview of the various aspects related to Distribution & Sales Management; with emphasis on customers, competitors, dealers and employees. The study throws some light on the overview of Cargill Foods in India, as well as in the Global Scenario. Founded in 1865, Cargill is one of the largest international providers of food, agriculture and risk management products. With more than $120 billion turnover and operations spread across 67 countries, Cargill today employs more than 1, 60,000 people across the world and is trusted across for its commitment of an Cargill’s people. In India, Cargill has an access over 1000 towns and 2, 50,000 retail outlets. Since its inception in 1987, Cargill has been a part of Cargill lives with the most innovative and best quality products. Cargill Refined Oils India imports, refines, sells and markets a wide range of vegetable oils and fats to wholesale trade, industrial and household consumers across India. We own and operate Cargill vegetable oil refining facilities – three are located on east and west coast ports of India, the other is located in western India. Refined Oils India markets a range of refined sunflower, soy, palm, olive and ground nut oils, hydrogenated fats and bakery shortenings under Cargill national brands, Nature Fresh, Gemini, Purita™, and other region-specific brands
Rural Marketing- smart stove with strategiesTinaaz Wadia
A new strategy for an existing product in rural areas of Maharashtra. Product strategy, pricing strategy, distribution strategy and promotion strategy based on culture, income and mindset of people belonging to rural areas of Maharashtra. The product is known as "Green Chulha" which is to improve cooking conditions in the villages.
Roti Bank Hyderabad: A Beacon of Hope and NourishmentRoti Bank
One of the top cities of India, Hyderabad is the capital of Telangana and home to some of the biggest companies. But the other aspect of the city is a huge chunk of population that is even deprived of the food and shelter. There are many people in Hyderabad that are not having access to
Ang Chong Yi Navigating Singaporean Flavors: A Journey from Cultural Heritage...Ang Chong Yi
In the heart of Singapore, where tradition meets modernity, He embarks on a culinary adventure that transcends borders. His mission? Ang Chong Yi Exploring the Cultural Heritage and Identity in Singaporean Cuisine. To explore the rich tapestry of flavours that define Singaporean cuisine while embracing innovative plant-based approaches. Join us as we follow his footsteps through bustling markets, hidden hawker stalls, and vibrant street corners.
Vietnam Mushroom Market Growth, Demand and Challenges of the Key Industry Pla...IMARC Group
The Vietnam mushroom market size is projected to exhibit a growth rate (CAGR) of 6.52% during 2024-2032.
More Info:- https://www.imarcgroup.com/vietnam-mushroom-market
Hamdard Laboratories (India), is a Unani pharmaceutical company in India (following the independence of India from Britain, "Hamdard" Unani branches were established in Bangladesh (erstwhile East Pakistan) and Pakistan). It was established in 1906 by Hakeem Hafiz Abdul Majeed in Delhi, and became
a waqf (non-profitable trust) in 1948. It is associated with Hamdard Foundation, a charitable educational trust.
Hamdard' is a compound word derived from Persian, which combines the words 'hum' (used in the sense of 'companion') and 'dard' (meaning 'pain'). 'Hamdard' thus means 'a companion in pain' and 'sympathizer in suffering'.
The goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him.
They had always maintained that working in old, traditional ways would not be entirely fruitful. A broader outlook was essential for a continued and meaningful existence. their effective team at Hamdard helped the system gain its pride of place and thus they made an entry into an expansive world of discovery and research.
Hamdard Laboratories was founded in 1906 in Delhi by Hakeem Hafiz Abdul Majeed and Ansarullah Tabani, a Unani practitioner. The name Hamdard means "companion in suffering" in Urdu language.(itself borrowed from Persian) Hakim Hafiz Abdul Majeed was born in Pilibhit City UP, India in 1883 to Sheikh Rahim Bakhsh. He is said to have learnt the complete Quran Sharif by heart. He also studied the origin of Urdu and Persian languages. Subsequently, he acquired the highest degree in the unani system of medicine.
Hakim Hafiz Abdul Majeed got in touch with Hakim Zamal Khan, who had a keen interest in herbs and was famous for identifying medicinal plants. Having consulted with his wife, Abdul Majeed set up a herbal shop at Hauz Qazi in Delhi in 1906 and started to produce herbal medicine there. In 1920 the small herbal shop turned into a full-fledged production house.
Hamdard Foundation was created in 1964 to disburse the profits of the company to promote the interests of the society. All the profits of the company go to the foundation.
After Abdul Majeed's death, his son Hakeem Abdul Hameed took over the administration of Hamdard Laboratories at the age of fourteen.
Even with humble beginnings, the goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him. Unfortunately, he passed away quite early but his wife, Rabia Begum, with the support of her son, Hakeem Abdul Hameed, not only kept the institution in existence but also expanded it. As he grew up, Hakeem Abdul Hameed took on all responsibilities. After helping with his younger brother's upbringing and education, he included him in running the institution. Both brothers Hakeem Abdul Hameed and Hakim Mohammed
Proposal and presentation design by asandwhen for deoleo rural marketing activity in gujarat; Feb 2014
1. Rural Marketing Road Map for Gujarat (2014 – 2015)
LITTLE IS
ENOUGH
GoRural India Pvt. Ltd.
Hyderabad
2. ESTABLISH
THE BRAND
REACH OUT TO
RURAL AND
SUBURBS OF
GUJARAT
Gujarat
26 districts (226 talukas, 18,618 villages, 242 towns)
Rural population is 57.4% i.e. 3, 46, 60, 202*
Urban Population of the State is 42.6%*
*2011 Census
3. Develop Communication
Model and Execute
• Customized Communication for 5 major markets of Gujarat
• Focus on potential buyers with women and children as target consumers
• Present Deoleo as a preferred brand in local edible oil markets
• Solution based designs and direct marketing
Engage
Educate
Communicate
VALUE
PROPOSITION
4. Food and buying habits differ in 5 different
regions and meet the campaign as per
markets.
1. Kathiawad
2. Kachchh
3. North
Gujarat
4. Central
Gujarat
5. Surti Gujarat
2
1
3
4
5
5. Food: With good flavours and
served hot
Variety: Region based
Influence:
Family's tastes and customs
6. Target Group
Women and children
Communication to the market
Gujarat rural market’s communication is mainly dependant on visual and
community interaction and entertainment oriented
Product Line and Brand
• USP: Established name, and popular in urban segment
• Doesn’t come under essential part of FMCG, to the TG
Habits & Oil
• Market shift to cheaper cotton seed oil from groundnut oil
• Virgin market for olive oil sales; and production units exist
• Alternate oils are hardly used for cooking and recipes
7. Olive Oil Footprint : Government’s
initiatives to produce and market the same
Health care as a carrier: Breast cancer
awareness programs are in swing in rural
areas
Heart diseases awareness campaigns – as
every 20 people of Gujarat population are at
the risk of heart attack.
8. Advantage Deoleo _ Important Campaign Carriers
to create value proposition
• Environment to market the products as an essential one
Deoleo Heart Care Campaign in Rural Areas
Better reach to men, local doctors in villages and
local governments, and decision makers - with
Campaign partnership
Coastal Gujarat Cuisine of Kharwa community:
Pomfrets, khandwas, gedadas, surmai, prawns,
crabs, lobster, and narsinga – goes well with Deoleo
9. Advantage Deoleo _ Important Campaign Carriers
to create value proposition or establish compulsion factor
• Environment to market the product as an essential one
Florien deficiency in several places of Gujarat
and Deoleo as an efficient supplement to deal with
It. (Ref: Leading toothpaste brands are selling their
Products as Floride+, substantiating it with ppm)
Target women buyers leveraging the existing
government and NGO breast-cancer campaigns
going aggressively in rural areas of the state
11. CUSTOMER OUTLOOK ON
PURCHASE OF EDIBLE AND
LIFESTYLE PRODUCTS
Value for money
DIET
Sweet, salty and spicy
combinations have to be
retained
OIL
Loose oil – bottled oil –
cotton seed oil
ALTERNATIVES
AND TRADITIONAL
COMPETITION
IN COOKING AND
MASSAGE OIL
SEGMENT
• Sesame Oil
(as Tel Malish/ baby oil
during Summer)
• Mustard Oil (Winter)
• Vegetable Oil / Mineral
Oil (For massage)
• Ghee
• Well-known brands like
Vaseline and Johnson’s
(Baby care)
AVERAGE BUYING COST
PER 500gm
Normal Cooking Oil
@ Rs. 50/-
Deoleo product
@ Rs. 500/-
12. REALITY
Only 1/3rd the quantity
of other edible oils is
enough to cook in olive
oil.
The effective cost of
olive oil is 1/9th of its
actual price!
MYTHS ON TASTE: May not be a right option
for native flavours, taste lacks
Communication:
Gujarati Khaana is more tastier now
MYTHS ON COSTS : It’s expensive
Communication:
50 gm of olive oil = 500 gm of any other oil
COTTON IS NOT JUST AN OPTION
BUT A SENTIMENT IN THE LAND OF GANDHI
Communication:
A mnemonic as a proxy
SOLUTION
13. FEAR
BENEFITS
EMOTIONAL CONNECT
AND DRIVING ELEMENTS
FOR RURAL CAMPAIGN
COOKING
BENEFITS
COST
BENEFITSMULTIPURPO
SE
COSTS SAME
AS ANY OTHER
PREFERRED
BABY OIL
BRAND
ALARMING
RATE OF
HEART ISSUES
IN THE REGION
FLORIDE
DEFICIENCY
BREAST CANCER
PREVENTION
NATIVE
TOUCH
COOKING
COMPETETIO
NS AND
SHOWS
WITH
COMMUNITY
INVOLVEMENT
AND HANGOUTS
GO GREEN
AND GO
TASTY WITH
NON-VEG
TOO
gOlive
GORURAL’S
EXCLUSIVE
PROGRAM
14. LESS IS ENOUGH
A PROVEN
CAMPAIGN LINE
ADOPTED EARLIER
BY A FEW FMCG
BRANDS
E.g. Vim
Bru
19. Women Groups &
Mom-to-be
meetings
Cinema
theatresMobile van
campaign
Network building and
moving it to facebook
(For tier-2 towns)
Door to door
campaigns
Cardiac,
Cancer and
Dental Care
Programs
Festival
branding
Integrated rural
communication -
delivering
announcements
and events with
synergy of timing
and mediums
Folk arts
for awareness
Cooking programs
and shows
Market day
activities
Retail
activation
Posters and
stickers
Blimps
Mass Communication Groups & Events One-to-one, with reports
20. PRINT - ELECTRONIC
CAMPAIGN SYNERGY
TO CONNECT THE
GROUND EVENT WITH
A SCHEDULED TV
PROGRAM AND TO
COMMUNICATE THE
SAME.
E.g. Awareness camp
shall be
complemented with a
popular TV Show
Cookery programs, contests and
medical shows to be advertised
through local events.
21. CONSUMERS
RETAILERS
DECISION
MAKERS &
INFLUENTIAL
PEOPLE SUCH
AS VILLAGE
HEADS &
NGOs
GOVERNM
ENTS &
POLICY
MAKERS
GORURAL
MEDIA
ASSOCIATES
GORURAL’S
CORPORATE
CLIENTS
E.g.
GoRural’s association of NGOs of national level
E TV Guarati or Jagarn to spread the activity through a relevant program
Corporate clients such as Mahindra, Reliance to sell the product through their stores like
Mom& Me, Reliance Fresh in tier 2 towns too,
22. Engage people of
5 different regions
based on local
lifestyle, strata
and events.
PILOT MODEL
TO KICK START
THE
CAMPAIGN BY
FOCUSING ON
QUICK
POPULATITY*
Well-to-do
villages
Well-connected
villages
Well-informed
villages
http://timesofindia.indiatimes.com/india/This-Gujarat-village-has-117-women-crorepatis/articleshow/27810721.cms
References:
* GoRural shall
work with sales
teams of Deoleo to
achieve optimal
benefits of
marketing.
http://timesofindia.indiatimes.com/city/ahmedabad/Gujarat-village-that-puts-metros-to-shame/articleshow/13309567.cms
http://archive.indianexpress.com/news/welcome-to-gujarat-s-first-wifi-village-no-thanks-to-govt/754683/
http://rokocancer.org/Gujrat
http://breastcancerawarenessgujarat.wordpress.com/about/
Potential Partner
http://www.cancerindia.org/news.html
23. • A Decade of Experience
• Strong presence in Andhra
Pradesh, Tamilnadu, Karnataka
& Kerala
• Serving India’s top companies in
Telecom, Beverages & other
industries
• Owns a fleet of vans for mobile
advertising, equipment and
audio visual systems
• Working with 115 folk art teams
24. STRENGTHS
Tailor-made solutions according to client’s budgets
Result oriented approach
Easy reach to government and non-government organizations all over India
Dedicated teams, GoDirect to serve Direct Marketing needs of the company
Proven track record in product activation
Support from existing clients
GPS monitoring of automobile units used for campaign
Event management teams for product launch, and for interactive events
25. PARTNERS
Urban Campaigns & Events OOH Advertising SBU – Farm to Home business
to connect Rural and
Urban markets
Corporate Communication &
MarCom Strategies
Door-to-door Marketing
GoRural India owns and partners with:
Balloons and Mascots for Campaigns