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Rural Marketing Project
- 8. Rural Marketing - Opportunities Huge potential for growth Change in spending patterns Incomes have started going into mobile phones, televisions, white goods & motorcycles
- 9. Rural Marketing - Challenges The Indian rural market is unpredictable Communication & distance barriers To understand the social dynamics and attitude variations within each village Predominantly illiterate population Low/ irregular income,lack of monthly income and flow of income fluctuating with the monsoon winds
- 10. Rural Marketing - Influencers Opinion Leaders - eg. Sarpanch Rural - Educated youth Reach of mass television media/Lifestyle they watch on TV sets Less exposure to outside world makes them innocent and fascinated to novelties
- 11. Data Collection - Demographics above 35-45 yrs 18-25 yrs Sample size: 30 above 35-45 yrs Male respondents only, as they are the prime decision makers 40% 18-25 yrs 60%
- 12. What do you use to overcome body odour? Spray Soap/Powder Soap brands used: Lifebuoy Spray Dettol / Dettol cool 40% Medimix Soap/Powder 60% Powders used: Smile Ponds
- 13. How much are you willing to pay for the product? Rs.80-100 Less than Rs.80 20% agreed to consider purchasing axe if the Less than Rs.80 product was made more 20% economical (atleast less than Rs.80) 80% Rs.80-100
- 14. Preferred fragrances Sandalwood Mogra Natural fragrances Rose preferred Rose Sandalwood 13% 43% 43% Mogra
- 16. Product Product Name: !वकास The name ‘Axe’ is difficult to pronounce & the rural market is unable to relate to it We chose to name the product in a way, so that the rural market views it in the positive light Hence, the name ‘Vikaas’, as it relates to growth & progress, & can be viewed as an aspirational brand
- 17. Place Mahadevpura & Girnare “!वकास” would have to be visible in the right places in the 2 villages Chemists / General Stores There should be deep distribution
- 18. Price & Packaging Axe was perceived as an expensive brand & in order to succeed in the rural market they have to seem like a valuable product Rural India buys small packs, as they are perceived as value for money - Penetration strategy Hence, “!वकास”should be mini-packaged in order to create brand stickiness - Rs.10 per 10 ml Also, the packaging should be more user-friendly
- 19. Promotion - ATL Preferred Brand ambassadors : Sachin Tendulkar & Shahrukh Khan Ads should be sober, should not be explicit Functionality & emotionality should be reflected in the ads Message should be well received & contribute to community development
- 20. Promotion - BTL Tailored to suit the expectations of the market Van campaigns Edutainment films Generating word of mouth publicity through opinion leaders Colourful wall paintings
- 21. बनायच* आ, खास, तर वापरा !वकास... ! ! "#$%&!
- 22. 1हना चाह3 हो दो6त 7 पास तो ज9र वापरो !वकास ! ! "#$%&!
- 23. ग़ ी प ोर ह: र ा प ा! व ाप त र क ास झ > ास !व क
- 24. त र B ास ल ा ?@ ह ा ो त क ास न क !व र ा वाप ! ! "#$%&!
- 25. आ सक3 हो त?म पास अगर लगाया , त?मF !वकास ! ! "#$%&!
- 26. त" #री अध"री (यास (यास... त" आ गई मन को रास रास... अब तो त" आजा पास पास, उस 7 पह9 वापरना ;वकास...
- 27. करताना Gवास वापरा !वकास
- 28. Thank You