Marketing techniques

MARKETING TECHNIQUES & RECENT TREND IN RURAL INDIAN MARKETS : 

MARKETING TECHNIQUES & RECENT TREND IN RURAL INDIAN MARKETS

Group members:-: 

Group members:- Jejoy fernandiz :-17 Sagar Gawde :-20 Rohit Gupta :-24 Kalpesh Sagwekar:-60

Introduction:-: 

Introduction:- Rural Marketing:- Assessing, stimulating and converting the purchasing power of rural consumer into an effective demand for specific products and services

MARKETING TECHNIQUES:- : 

MARKETING TECHNIQUES:- PRODUCT STRATEGIES:- Identify Strategies Customer value strategies Packaging Strategies Branding Strategies Competitive product strategies

PRICING STRATEGIES:- : 

PRICING STRATEGIES:- Quality conscious :- Discriminatory, perceived value and psychological pricing. Value conscious : Psychological, value, penetration and skimming. Price conscious : Low prices, Premium pricing (small units) and barter pricing

PROMOTION STRATEGIES:- : 

PROMOTION STRATEGIES:- Mass media (Radio, Cinema, Press and TV) Local media (Haats and Melas, Wall painting, Leaflets, Video vans, Folk media, Animal parade Personalized media includes direct communication, dealers, sales persons and researches BY PROMOTING PRODUCTS WITH INDIAN MODELS AND ACTORS

DISTRIBUTION STRATEGIES:- : 

DISTRIBUTION STRATEGIES:- Distribution Channel Includes :- company depot Redistribution stockiest, clearing agents Semi wholesalers and retailers Itinerant traders, Vans, Sales people, NGOs and garment agencies

Communication Strategies:- : 

Communication Strategies:- By Communicating & Changing Quality Perception. By Proper Communication In Indian Language. By Target Changing Perception.

Slide 9: 

CASE STUDY

: 

LIFEBUOY SOAP Success of this soap can be attributed to the right market focus. The market segment is clearly identified as the lower income segment and price sensitive Recently HUL introduced a new segment "Fighting sweat", for relatively higher incomes This culminated in "Lifebuoy Plus" a pink colored deodorant soap at a price higher than Lifebuoy

THE RURAL DEMAND:-: 

THE RURAL DEMAND:- Some well established products:- Pressure Cooker Artificial Jewelry Cooking Utensils Medicines Batteries Tobacco Products Scooters, Motorcycles Soaps, Detergents Bicycles Electrical Goods (fan, light) Radio T.V Pesticides, Fertilizers Wrist Watches Tea Mobile Phones Sewing Machines

RECENT TRENDS:-: 

RECENT TRENDS:- Steady Growth from the past 2 decades Welcome change in the composition of Rural Demand Several products already well established in the rural market In many products the rural market share is greater than the urban market In many products rural market has overtaken the urban in growth rate

Rural Market becomes attractive to Corporate:-: 

Rural Market becomes attractive to Corporate:- The Rural Market is being seen as a Growing Opportunity mainly because of the following- Rural Demand is growing rapidly Purchasing power has increased Cut Throat competition in the Urban Markets There would be opportunities for new entrants as compared to urban population being loyal to specific brands The volume and the strength of the rural population

Companies already into Rural Market:-: 

Companies already into Rural Market:- COMPANY RURAL SALES(% OF TOTAL) HUL 50 COLGATE 50 GODREJ 30 CAVINKARE 33 MARICO 25 CADBURY 25 CIPLA 18

Segmentation & Targeting:-: 

Segmentation & Targeting:- Geographic Climate & Level of Irrigation Demographic Segmentation Population Concentration Age Literacy Level Income – Regular & Seasonal Buying Behavior

Product Strategy:-: 

Product Strategy:- Whether the product from Urban Market can be bought as it is in the rural market or it needs changes/customizations Economic Income realities should be considered Lower priced versions do succeed in most cases but not always

Product Strategy:-: 

Product Strategy :- Specifically designed products Tractor Everyday’s Jeevan Sathi torch Beverages – Chota Coke Color Variants – Asian Paints Different products/ models, brands, packing, pricing and positioning Package Design and pack size Logos, symbols and mnemonics Sell value brands, not cheap products Preconceived notions have no place

Physical Distribution:-: 

Physical Distribution:- Problems Transportation and warehousing Cost – Service dilemma becomes more acute, transportation & warehousing costs are high The delivery van – ITC and HUL have their own delivery van’s High cost can be taken care of, if the sales volumes are high which is most likely if the product is marketed properly

Channel management:-: 

Channel management :- Problems – Multiple tiers add to the cost Non Availability of dealers Poor viability of outlets Inadequate banking and credit facilities The village shop is the key to rural distribution Improving the viability of the outlets, deal in number of product lines.

Conclusion:-: 

Conclusion:-