Rural Marketing

Villages Visited

Rural Marketing - Opportunities

Huge potential for growthChange in spending patternsIncomes have started going into mobile phones, televisions, white goods & motorcycles

Rural Marketing - Challenges

The Indian rural market is unpredictableCommunication & distance barriersTo understand the social dynamics and attitude variations within each villagePredominantly illiterate populationLow/ irregular income,lack of monthly income and flow of income fluctuating with the monsoon winds

Rural Marketing - Influencers

Opinion Leaders - eg. SarpanchRural - Educated youthReach of mass television media/Lifestyle they watch on TV setsLess exposure to outside world makes them innocent and fascinated to novelties

Data Collection - Demographics

Sample size: 30Male respondents only, as they are the prime decision makers

60%

40%

above 35-45 yrs 18-25 yrs

above 35-45 yrs

18-25 yrs

What do you use to overcome body odour?

Soap brands used:LifebuoyDettol / Dettol coolMedimixPowders used:SmilePonds

60%

40%

Spray Soap/Powder

Soap/Powder

Spray

How much are you willing to pay for the product?

20% agreed to consider purchasing axe if the product was made more economical (atleast less than Rs.80)

20%

80%

Rs.80-100 Less than Rs.80

Less than Rs.80

Rs.80-100

Preferred fragrances

Natural fragrances preferred

13%

43%

43%

Sandalwood MograRose

Rose

Mogra

Sandalwood

Rural Marketing Strategy

Product

Product Name: The name Axe is difficult to pronounce & the rural market is unable to relate to itWe 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

!

Place

Mahadevpura & Girnare

! would have to be visible in the right places in the 2 villagesChemists / General StoresThere should be deep distribution

Price & PackagingAxe was perceived as an expensive brand & in order to succeed in the rural market they have to seem like a valuable productRural India buys small packs, as they are perceived as value for money - Penetration strategy

Hence, !should be mini-packaged in order to create brand stickiness - Rs.10 per 10 mlAlso, the packaging should be more user-friendly

Promotion - ATL

Preferred Brand ambassadors : Sachin Tendulkar & Shahrukh KhanAds should be sober, should not be explicitFunctionality & emotionality should be reflected in the adsMessage should be well received & contribute to community development

Promotion - BTL

Tailored to suit the expectations of the marketVan campaignsEdutainment filmsGenerating word of mouth publicity through opinion leadersColourful wall paintings

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Thank You