rural marketing strategy
DESCRIPTION
ways to enter the rural marketing.ppt describes the the various case study.TRANSCRIPT
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RURAL MARKETING STRATEGY
BY MANVENDRA KUMAR (
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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)
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2.Purpose of rural marketing strategy
RGA
RetainGrowAdd
Purpose The Market
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RURAL MARKETING STRATEGY PROCESS
Profile the Rural Market
Profile the Consumer
Market Behaviour & MR
Segmentation Targeting Positioning
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Rural Product
Rural Pricing
Rural Distribution
Rural Sales Force Management
Rural Communication
Monitor the Rural Strategy
Feedback & Control
1
2
3
PLANNING
EXECUTION
FEEDBACK
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
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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.
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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