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Rural Marketing of Biscuits

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Shahzad Khan
Shahzad Khan
Business
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Rural Marketing Group - 4
The Biscuit Industry ,[object Object],[object Object],[object Object],[object Object]
Annual production of Biscuit in India YoY growth shows rising consumption in India…
Biscuit Industry profile Organised : Unorganised :: 40 : 60
Introduction on Biscuit Industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
About PARLE AGRO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Analysis of Parle Agro ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Urban Contribution of Small Packs (% of Sales) Source: KEIC Categories 1998 2001 2007 Toothpowder 35.7 42.9 57 Talcum Powder 13 18.1 28 Hair Oils 9.8 11.5 15 Coffee 8.3 13.3 23.3 All Biscuits 1.4 4.4 10 Coconut Oil 4 7.9 16 Toothpaste 0.9 2.7 6.2 Mosquito Rep. 1.3 4.1 9.7
Rural Contribution of Small Packs (% of Sales) Source: KEIC Categories 1998 2001 2007 Toothpowder 49.8 65.8 95 Talcum Powder 22.3 31.6 49 Hair Oils 16.4 18.3 22.1 Coffee 19.6 37.8 73 All Biscuits 1.5 5.2 12.6 Coconut Oil 6.4 13.1 26.5 Toothpaste 0.8 3.4 8.5 Mosquito Rep. 2.8 4.7 9
Why Rural Markets? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problems in Rural Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Diversity ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Strategies for Rural Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Snacking habits in Rural India ,[object Object],[object Object],[object Object],[object Object]
Closest Competitors
Closest Competitors ,[object Object],[object Object],[object Object],[object Object]
Some Facts ,[object Object],[object Object],[object Object],[object Object],[object Object]
Main barriers for other brands ,[object Object],[object Object],[object Object],[object Object],[object Object]
Changing habits - How?
The 7 P’s & 4 A’s of Marketing ,[object Object],[object Object],[object Object],Affordability Availability Awareness Accepatblilty Marketing Tools Product Price Place Promotion Marketing Challenges Price
Affordability ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Accessibility ,[object Object],[object Object],[object Object],[object Object]
Acceptability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Awareness ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Awareness
 
Awareness ,[object Object],[object Object],[object Object]
Situational Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Small gives “Value” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Small is Big ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FUTURE STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object]
FUTURE STRATEGY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Melas & Haats
Melas & Haats Melas (25000) Haats (47000 ) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Adaptations for Rural Markets Conventional Non- Conventional Personalised Television Haat and Mela Direct mailer Radio Folk Media( puppet and magic show) POS (demonstration, leaflet) Press Video Van Word of mouth Cinema Mandi Interpersonal communication Outdoor: Wall Painting, Hoarding Animator
[object Object],[object Object],[object Object],Conclusion
Thank You

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Rural Marketing of Biscuits

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  • 3. Annual production of Biscuit in India YoY growth shows rising consumption in India…
  • 4. Biscuit Industry profile Organised : Unorganised :: 40 : 60
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  • 8. Urban Contribution of Small Packs (% of Sales) Source: KEIC Categories 1998 2001 2007 Toothpowder 35.7 42.9 57 Talcum Powder 13 18.1 28 Hair Oils 9.8 11.5 15 Coffee 8.3 13.3 23.3 All Biscuits 1.4 4.4 10 Coconut Oil 4 7.9 16 Toothpaste 0.9 2.7 6.2 Mosquito Rep. 1.3 4.1 9.7
  • 9. Rural Contribution of Small Packs (% of Sales) Source: KEIC Categories 1998 2001 2007 Toothpowder 49.8 65.8 95 Talcum Powder 22.3 31.6 49 Hair Oils 16.4 18.3 22.1 Coffee 19.6 37.8 73 All Biscuits 1.5 5.2 12.6 Coconut Oil 6.4 13.1 26.5 Toothpaste 0.8 3.4 8.5 Mosquito Rep. 2.8 4.7 9
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  • 37. Adaptations for Rural Markets Conventional Non- Conventional Personalised Television Haat and Mela Direct mailer Radio Folk Media( puppet and magic show) POS (demonstration, leaflet) Press Video Van Word of mouth Cinema Mandi Interpersonal communication Outdoor: Wall Painting, Hoarding Animator
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