Product Strategy in Rural Context As in Urban Area or adopted and offered. Depends on situation and nature of product. Lower prized product versions.
Specifically designed products. Serving the required needs. Example: Tractor-trailer, Hand Wound Radio, Smokeless Chulhas. Simple and easy to use. Product literature be simple and well-illustrated.
Product Design Offering the colors that are preferred. Eg. HUL (Lifebouy), Asian paints. Package design, color and size help customers to identify the brand and product. Packaging imitation by local players . Small packets as trial. Lower purchasing power and limited availability of cash for shopping.
Logos, Symbols and mnemonics Brand recall by Visual logo. Images are more potent. Symbols and mnemonics give brand recall. Example: Nirma, Dettol etc.
Brand Decision Rural People prefer branded products. Well known brand reduces risk. FMCG- 80% sales from rural market. Brand name same with extended varient. Colour: Lal Dant Manjan. Objects: Ghadi Detergent. Number: 555 Animal :Tiger buisuits,
Brand Names Easy to pronounce and recall. Colour: Lal Dant Manjan. Objects: Ghadi Detergent. Number: 555 Animal :Tiger buisuits,
Brand Decisions Sell value brands and not cheap brands. Lifebouy positioning – not cheap soap but hygienic brand. Arvind Mills: Ruff and tuff Britania- Tiger.
Product Differentiation Competition and availability of many brands. Providing superior extention service.eg Uria.
Positioning Decisions Different positing strategy in rural areas. Titan watches as fashion and jewellery. Titan – Just a watch- inexpensive yet durable.
Pre- conceived notation have no place Rich buyers in rural areas. Lower prized models. Onida- KY Thunder. Mass models – 80% Urban. Small size preferred.