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06/06/2022 1 RURAL MARKETING STRATEGY BY MANVENDRA KUMAR (

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ways to enter the rural marketing.ppt describes the the various case study.

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Page 1: Rural Marketing Strategy

04/08/2023 1

RURAL MARKETING STRATEGY

BY MANVENDRA KUMAR (

Page 2: Rural Marketing Strategy

04/08/2023 2

1.Way to enter Rural market

ENTERINING

THE

RURAL

MARKET

New Entrant

Company starts Rural Market first & then ventures in Urban Market

(eg Cavin Kare Chik & Meera Shampoo)

Mid- Entrant

Company starts Rural Market after success in Urban Market

(eg HLL, LG)

Late - Entrant

Company starts Rural Market after success in Urban Market for long period of time.

(eg Cadbury)

Page 3: Rural Marketing Strategy

04/08/2023 3

2.Purpose of rural marketing strategy

RGA

RetainGrowAdd

Purpose The Market

Page 4: Rural Marketing Strategy

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RURAL MARKETING STRATEGY PROCESS

Profile the Rural Market

Profile the Consumer

Market Behaviour & MR

Segmentation Targeting Positioning

---------------------------------------------------------------------------------

---------------------------------------------------------------------------------

Rural Product

Rural Pricing

Rural Distribution

Rural Sales Force Management

Rural Communication

Monitor the Rural Strategy

Feedback & Control

1

2

3

PLANNING

EXECUTION

FEEDBACK

Page 5: Rural Marketing Strategy

5

Case-Study: Rural Market Strategy

Data Management Product customisation Segmentation & targeting Channel adaptation Pricing Engaging rural sales force Think out –of-box Don’t just sell, build Brand

04/08/2023

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STRATEGY #1 DATA MANAGEMENT :

(CASTROL)

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OBJECTIVE :

Educate rural customer regarding advantage of using castrol CRB.

Increasing Market Share.

STRATEGY : Availability of tractor owners data at village level

ACTIVATION : Lincompass - CMPI (Castrol Market Potential Index)

Applied in potential areas.

correlation Analysis:256 socio economic parameter

out of 432-110(56%of total sales,61%of tractor owners)

RESULT 94% accuracy level – estimating tractor owner in village

18% incremental sales(as per local dealer)

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PRODUCT CUSTOMISATION

(MAX VIJAY )

STRATEGY #2

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“MAX VIJAY BIMA GULLAK”

OBJECTIVE: Improve life of a poor villager.

STRATEGY: 5 IN 1 Advantage{Flexibility,convenience,simplicity, life cover,sav

ACTIVATION: Starting premium amount -1000 rs top up payments rs 10-2500

8000 policies sold to 3.5 million Indian

RESULT: Available in 23 states.

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SEGMENTATION & TARGETING

STRATEGY #3

“AIRTEL& NOKIA JODI OFFER”

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STRATEGY : Rural Activation Agency (RM&C)

Campaign in 7 state

Create Awareness & Share Advantage

ACTIVATION:

3Phase Activity :

Each Phase Carries 3Months

248 districts, 34,904 villages, 2.81 lac retail outlets.

Extensive Merchandising ,Poster & Banners

Covering kirana shop ,2-3 Haat covered every week

RESULT

Generate sales: 16.82 cr in just 12 month ,RM&C won gold for campaign.

OBJECTIVE :

To penetrate deeper into rural market.

“HAND SET BUNDLE OFFER”

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CHANNEL ADAPTATION

STRATEGY #4“KAMDHENU CATTLE LOAN CAMPAIGN”

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OBJECTIVE: To target audience using the right channel. Provide loan to small farmer for buying cattle.

“KAMDHENU CATTLE LOAN CAMPAIGN”

STRATEGY: Rural and Microbanking and agri business group(RMAG) ICICI Lombard- General Insurance Aware rural people :Hedging loss due to illnesss

ACTIVATION: Short films shown to farmers Regarding loans available two farmers. period- 150 days Across 5 states. 48 district.

RESULT: Awareness level increased by 20%

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PRICING

STRATEGY #5 HPCL- “RASOI GHAR”

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HPCL- “RASOI GHAR”

OBJECTIVE: To make women experience the benefit of LPG

STRATEGY: Teamed up with MART, for clean,convenient and safe cooking

Targeted bottom of Pyramid.

ACTIVATION: HPCL Contributes cooking stoves, lpg cylinder utensils, cooker.

Appoint self help group as a care taker. Women pay rs 3 /half hour

RESULT: 82% acceptance of rasoi ghar.20% interested to install individual connection.Ministry of petroleum - proposal of 80,000 Rasoi Ghar.

Page 16: Rural Marketing Strategy

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ENGAGING RURAL SALES FORCE

STRATEGY #6

HERO-HONDA ” HARGAON HAR AANGAN”

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“HAR GAON HAR ANGAN CAMPAIGN”

OBJECTIVE: Cope up with the compettition heat.

STRATEGY: 3 main strategies has been adopted. 1. Research : identify the potential customer. 2. Marriage, Festival.(target cash holding capacity) 3. tie up with N.B.F.C

ACTIVATION: DEC 2007 - Trained around 500 rural sales executive.

meeting with villagers, sarpanch, headmater & anganwadi worker

visited potential customers.

RESULT : Sales 45-50%

Helps to develop new relationship with customer.

Rural area coverage 2006-2000 2009- 4000

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THINK OUT-OF-THE-BOX

STRATEGY #7

“JALSA & CHOTUKOOL”

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COCO-COLA “ JALSA” & GODREJ “CHOTUKOOL”

STRATEGY: Road show- audience base of 15000- 2000

state: UP,BIHAR,

To participate in that has to purchase a bottle of thums-up.

Provide free tickets. Consisting number to win free tickets.

Based on folk fare.

OBJECTIVE: Engaging customer with brand.

RESULT: 3RD Quarter of 2009- volume growth- 18%- 37%

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GODREJ CHOTUKOOL

Weight- 7.8kgPrice 3200 rs Run on battrey no compressor.In six month godrej added 1700 new small town & 5000 villages.

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DON’T JUST SELL, BUILD BRAND

STRATEGY #8

“PROJECT BHOOMI”

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M&M - PROJECT BHOOMI

Objective: enhance farmer’s life helping him to increase farm productivity by adopting scientific methods of farming and also to create an emotional connect with the farmer.

StrategyTouching the hearts of the farmer rather than their pockets. 

ActivationA mobile soil testing lab, with facility of soil testing, report generation and counseling was deployed at the farmer’s doorstep.

Result30,000+ farmers contacted in 121 villages and briefed on the importance of soil test for their land

4-5% footfall,6000+ enquires for brand M&M

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THANK YOU

PREPARED BY MANAV