Strategies Adopted By Maruti Suzuki To Capture Rural Marketing in India --
Maruti Suzuki started Campaign “ Mera Sapna Mere Maruti ” and
“ Ghar Ghar Mein Maruti ” to Target Rural Segment.
3000 Local Villagers were nominated as resident dealer sales executives of Maruti Suzuki to promote the Products.
Maruti Suzuki even tried to influence the opinion leaders of the Village (like SARPANCH) by taking them for factory visits, conducting detailed profiling.
The automaker aggressively marketed the brand at rural sporting events to sales fairs (Grameen Mahotsavs) to SMS Campaigns for gram Panchyat.
This presentation on LG's Sampoorna Color TV talks about an innovative consumer product for Rural India, Its marketing strategies and growth story. It explains 4As and 4Ps of Rural Marketing wrt LG Sampoorna
The company has a long history of acquisitions.
Coca-Cola acquired Minute Maid in 1960,the Indian cola brand
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke acquired local popular Indian brands including Thumbs Up, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference
Hariyali Kisaan Bazaar - Rural Marketing (Retailing) in IndiaArjun Parekh
Hariyali Kisaan Bazaar case serves as an excellent case study to understand how Retail works in Rural India. It throws light on Rural Consumerism, Retailing in Rural Markets of India, etc.
Strategies Adopted By Maruti Suzuki To Capture Rural Marketing in India --
Maruti Suzuki started Campaign “ Mera Sapna Mere Maruti ” and
“ Ghar Ghar Mein Maruti ” to Target Rural Segment.
3000 Local Villagers were nominated as resident dealer sales executives of Maruti Suzuki to promote the Products.
Maruti Suzuki even tried to influence the opinion leaders of the Village (like SARPANCH) by taking them for factory visits, conducting detailed profiling.
The automaker aggressively marketed the brand at rural sporting events to sales fairs (Grameen Mahotsavs) to SMS Campaigns for gram Panchyat.
This presentation on LG's Sampoorna Color TV talks about an innovative consumer product for Rural India, Its marketing strategies and growth story. It explains 4As and 4Ps of Rural Marketing wrt LG Sampoorna
The company has a long history of acquisitions.
Coca-Cola acquired Minute Maid in 1960,the Indian cola brand
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke acquired local popular Indian brands including Thumbs Up, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference
Hariyali Kisaan Bazaar - Rural Marketing (Retailing) in IndiaArjun Parekh
Hariyali Kisaan Bazaar case serves as an excellent case study to understand how Retail works in Rural India. It throws light on Rural Consumerism, Retailing in Rural Markets of India, etc.
The marketing mix of Maruti suzuki discussion along with Suzuki journey in the market. How research team of the company makes an analysis of the current market.
The rural market may be appealing but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media
The marketing mix of Maruti suzuki discussion along with Suzuki journey in the market. How research team of the company makes an analysis of the current market.
The rural market may be appealing but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media
Presentation talks about the consumer of rural India, facts and figure of rural India, their buying behavior, and also factors affecting decision making process and many more.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
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An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
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2. DEFINING RURAL INDIA
RURAL RETAIL SCENARIO IN INDIA
BAJAJ RURAL STRATEGIES
CASE STUDY OF BOXER 150
VIDEO DEMO
July 6, 2013
2
CONTENTS
3. Census of India defines Rural Settlements as
• Population lower than 5,000 persons
• Population density lower than 400 persons/sq. km
• At least 75% of male population engaged in Agri.
activities.
July 6, 2013
3
5. RETAIL TOWARDS RURAL AREAS
• Rural India consists of 720 Million consumers across
6,38,000 villages
• 17% of these villages account for 50% of the rural
population and 60% of the rural wealth
• Extensive reach is required as to cover 50% market
1,00,000 villages must be catered Immense opportunity
amounting to US$ 125 billion
5
7. THE INDIAN RURAL MARKET
The Rs.140,000 Crore rural retail market is expected to cross
Rs.180,000 Crore mark by 2012, And up to Rs.240,000 Cr by
2015 (CII).
The rural revolution is driven by
Rising purchasing power
Changing consumption patterns
Increased access to information and communication
technology
Improving infrastructure
Increased government initiatives to boost the rural economy
July 6, 2013
9. THE RURAL CONSUMER
Is a value seeker
Seeks comforts and amenities
Does not wish to be seen as the
deprived cousin.
Does not experiment easily but
this does not mean that “he would not change”.
Values local relationships because
of unfavorable past experiences
July 6, 2013
9
10. Rural Business Challenges
o Increasing costs of land
o Pace of expansion
o High operating costs
o Low purchasing power of consumers
• Lack of literacy and awareness
• Low per capita income
• Wide geographic spread.
• Gaps in road and Telecommunications connectivity.
• Lack of reliable electricity and water supply
• Limited Distribution network for example cold storage.
• Competition from local players
July 6, 2013
10
11. Bajaj Group
• Bajaj Group (pronounced is an Indian conglomerate
founded by Jamnalal Bajaj in 1926, Mumbai.
• Bajaj Group is one of the oldest & largest conglomerates
based in Mumbai, Maharashtra.
• The group comprises 34 companies & its flagship
company Bajaj Auto is ranked as the world's fourth largest
two- and three-wheeler manufacturer.
July 6, 2013
11
12. BAJAJ AUTO
Bajaj Auto has the major competitor as Hero Honda in rural
and semi-urban markets which accounts for more than half
of two-wheelers sold in the country.
Bajaj Auto is based in Pune, Mumbai, with plants in Chakan
(Pune), Waluj (near Aurangabad) and Pantnagar in
Uttarakhand. The oldest plant at Akurdi (Pune) now houses
the R&D centre Ahead.
July 6, 2013
12
13. BAJAJ AUTO
Bajaj Auto makes and exports automobiles, scooters,
motorcycles and auto rickshaws.
Bajaj Auto is the world's third-largest manufacturer of
motorcycles and the second-largest in India.
The Forbes Global 2000 list for the year 2005 ranked Bajaj
Auto at 1,946.
It features at 1639 in Forbes 2011 list.
July 6, 2013
13
14. BAJAJ AUTO MARKET
Bajaj Auto has about 27% of
the two wheelers market
share
The motorcycle segment
constitutes about 81.5% of the
two wheeler market in India.
It also contributes to three-
fourths of the total exports in
the two wheeler industry.
Bajaj is the second largest
player in this segment after
Hero Honda.
July 6, 2013
14
15. BAJAJ RURAL APPROACH
The country's second largest two-wheeler maker has
appointed 135 dealers in small towns and mini metros,
where it had only 25 dealers, and will offer special finance
scheme for rural customers even if they have no bank
account.
Bajaj Auto is going at full throttle to challenge market leader
Hero Honda in rural and semi-urban markets that account
for more than half of two-wheelers sold in the country.
July 6, 2013
15
16. BAJAJ RESEARCH STUDY
Company has been conducting a lot of market research in
Rural Sectors and found that the rural customers are
seeking for bikes with wider tyres that gives more road grip,
which essentially requires higher engine power
July 6, 2013
16
17. BAJAJ BOXER INTRODUCED
New Product Introduction
For Rural Segment
The company added another model, Boxer 150 cc which is
dubbed as 'Tank on Two Wheels' by August this year
targeting the rural market.
Bajaj discontinued the boxer 100cc and 125cc variety since
the rural market has been experiencing the change as
reflected in the pattern of sales
July 6, 2013
17
18. EASY LOAN FACILITY FOR RURAL AREAS
Bajaj introduced easy loan facility for the natives of Hingoli
village in Maharashtra
Scheme Details
• Offered a special financing scheme backed by Bajaj Auto
Finance with a direct cash collection facility. That is,
customers need not provide post-dated cheques to avail
of finance ; they can pay the installments in cash.
• The loans will be given on the basis of trust and initial
verification and there will be no collateral . The company
has already tried this out in select areas and, found
default rate is much less than in the post-dated cheque
system.
July 6, 2013
18
19. • Bajaj Auto introduced seasonal collection strategy for rural
areas. This would mean that instead of monthly
installments , rural customers can time their loan
repayment to crop cycle, which is 2-3 months for rice and
wheat.
• RESULTS
• Bajaj Auto was able to improve its market share to more
than 30% with the rural push, compared to the 27% share
July 6, 2013
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EASY LOAN FACILITY FOR RURAL AREAS
20. Video Ad
This Ad focuses on the Rural Segment
It aspires a common farmer to purchase the bike
The Bajaj sales advisor introduces him, with the easy finance option and the
Farmer agrees to go for the purchase
The Joyful moments is shared in the video
July 6, 2013
20