Rural Marketing- smart stove with strategies


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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.

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Rural Marketing- smart stove with strategies

  1. 1. RURAL MARKETING Presented By: Tinaaz Wadia 56 Jimit Doshi 57 Kunj Kothari 58 Shermin Kadiwal 59 Meet Gala 60
  2. 2. FLOW OF CONTENT Business Strategy Reasons To Go Rural Our Product: Logo, Tagline, Demonstration, Features, USP Why Green Chulha? First Market- Villages Of Maharashtra Our Business Strategy: Product Strategy Pricing Strategy Distribution Strategy Promotion Strategy Further Plans: New Variants, Expansion Conclusion
  3. 3. An eminent personality once asked a gathering- If you see a woman in a village milking a cow, do you see an opportunity? Most did not reply and the ones who did reply, replied in the negative. But that is exactly where Dr. Varghese Kurien saw an opportunity and it gave birth to one of the most successful organizations of India - AMUL
  4. 4. OUR BUSINESS STRATEGY: GOING RURAL Large consuming class with 41% of India’s middle class and 58% of total disposable income. Opportunities for new entrants as compared to urban population. Growing at about two time faster pace then urban markets. Improve quality of life
  5. 5. REASONS TO GO RURAL The large number of consumers Largely untapped markets Market size Increase in income; disposable income Willingness to try new products No effects of slow down on rural markets
  6. 6. GREEN CHULHA Ab khana banao pyar se!
  7. 7. OUR PRODUCT Product: Green Chulha Tagline: Ab khana banao pyar se Slogan: Chulha lagao mazedaar khana banao! Ab khana banao pyar se! DEMO
  8. 8. FEATURES OF GREEN CHULHA  Steel body  Loading capacity- 30 kgs  Protruding flame protection cover  Easy grab handles  Easy pull grate with ash scraper  Leg tripod for stability and airflow  No maintenance or cleaning  Less space required USP of our product: light weight, easy to use and fuel efficient
  9. 9. WHY GREEN CHULHA? Drawbacks of traditional chulhas: • Immovable Did you know? 150 million households in India cook on firewood 1.6 million people die annually due to indoor air pollution caused by firewood based cooking Green Chulha mitigates 2 tonnes of CO2e per stove per annum saving up to 8kgs of wood weekly • Emission of smoke Traditional Chulha • Less efficient • Over consumption of fuel • Difficult to start fire • 70% of India still cooks on traditional chulhas Green Chulha
  10. 10. WHY GREEN CHULHA? Save 70% fuel cost Suited for cowdung, agrowaste, wood, charcoal Reduced cooking time Minimize harmful emissions Convenient cooking Provides comfort and portability Efficient for all kinds of cooking Less wood consumption Time saving Characteris tic Green Chulha Traditional Mud Chulha Thermal Efficiency 32.098 10 CO/CO2 Ratio 0.0265 0.5-2.5 Burning Rate 0.85 1.5-2.0
  11. 11. FIRST SOLD IN RURAL AREAS OF MAHARASHTRA Maharashtra is one of the fastest developing states in India in terms of technology. Bounded by tradition, culture, religion & community. • 60% of rural income is from Agriculture • More than 50% rural households have monthly income < Rs 25,000 • In recent years, 70% rural households have started saving/investing their income • High acceptance of new technology.
  12. 12. FIRST SOLD IN RURAL AREAS OF MAHARASHTRA • Rural Maharastrians more often purchase in small quantity. • Quality matters but value for money is of prime importance • Large untapped market- good opportunity for new entrants. Number of villages in Maharashtra
  13. 13. OUR BUSINESS MODEL Based on 4 A’s approach of Indian rural market our strategies were planned. The strategies are as follows: Product Strategy Pricing Strategy Distribution Strategy Promotion Strategy
  14. 14. PRODUCT STRATEGY In rural India, stove is one of the most important consumer durable goods. While developing the product for rural markets, it is important for us to take decisions on product attributes like quality, features, design and style. A simple design, absence of gimmicky features, convenient to use- a few points taken into consideration while deciding product strategy. Our product strategy includes the following: • Small units • Low priced packing • product design • Product branding: color, size, features.
  15. 15. PRICING STRATEGY In rural markets, consumers look at the value for money. They do not perceive the premium value of brands. Understanding all the factors influencing price the following strategy was formed: • Low cost (value for money) Two types of Chulhas- For farmers, priced at Rs. 900 For households, priced at 1100 Though priced lower than competitor’s price ie 1050 and 1350 • Psychological pricing • Avoid sophisticated packing
  16. 16. DISTRIBUTION STRATEGY One of the major hurdles in rural markets is availability. There is a demand for products, but many companies do not have a distribution network. To solve this problem the following distribution strategy will be used: • Rural Wholesalers- Galla Kirana • Tie Up With Local SHG (Self-help Group) • Rural Malls, Eg: Godrej Aadhaar, Warana bazar • Haats • Distributors On Bicycles, Mobile Traders
  17. 17. PROMOTION STRATEGY Our promotion strategy focuses more on generating “awareness”, “interest” and “conviction” among the audience through appropriate media usage along with direct marketing, folk media, etc. Our promotion strategy is as follows:  Launch of the product on Vata Purnima- a traditional festival in villages of Maharashtra  Rural advertisements: Doordarshan, Colors channel;  Advertisements before movies  Press/Print media: newspapers like: Vata Purnima  Outdoor media: Wall paintings in places that will generate lot of visibility. Eg: near panchayat bhavan, bus stop, cinemas
  18. 18. PROMOTION STRATEGY  Demostration in panchayat  Establish relations with retailers  Haats, Melas & Jatras (regional fair): contests, interactive games  Sales promotion: Special promotions on days of Diwali, Maglagouri Puri, Gudi Padwa, Ganesh Chaturthi demonstration  Discounts to group of 5, chain commission  Folk media: folk dances- Dindi and Kala folk theatre, magic shows Haat in rural Maharashtra
  19. 19. FURTHER PLANS Like every organization we have a future plan. It includes the following targets: • Expansion- tapping Gujarat and Madhya Pradesh • Achieving lower cost of production • New variants: colours and sizes
  20. 20. CONCLUSION Maharashtra consisting of a million villages is a huge untapped markets willing to accept newer technology. On understanding the need, culture, income and mind set of people in rural Maharashtra “Green Chulha” was created. There are challenges yet in rural markets like distribution network, low capita income, electrification though it’s an untapped market
  21. 21. Thank You