toothpaste market mix in rajasthan
TRANSCRIPT
MEDIA MIX FOR BRANDING TOOTHPASTE IN RURAL MARKET OF RAJASTHAN
By,Rony Peter Thomas
S2 , MBAMACFAST
Marketing mix
Products/services and your unique selling proposition
Pricing strategy Sales and distribution plan Advertising and promotions plan
RURAL MARKET IN RAJASTHAN In our country over 70% of the total population
live in villages. In Rajasthan here rural population varies form 80
to 90 per cent. While rural markets offer big attractions to the
marketers, it is not easy to enter the market and take a sizeable share of the market within a short period.
Due to low literacy, low income, seasonal demand and problems with regards to transportation, communication and distribution channel.
There is a need to understand the rural markets in terms of buyer behavior, attitudes, beliefs and aspirations of people
The toothpaste market
Oral hygiene continues to be under aggressive competition, with sales increasing each year marketing it a rs,3000 cr
The toothpaste market is largely a two player industry, Colgate Palmolive & HUL accounting for 85%
Media mix for toothpaste
Producers found out that customer buy for different reasons
They divide customers into four groups
Promotion of toothpaste in rajasthan
Going in for mass media would not prove to be costly but the reach would be limited as ,still only very few people own and possess a T.V
Advertising by door to door selling Decorated bullock carts and
caparisoned elephants carrying advertisementpanels
. Music records House to house campaigns
Distribution of toothpaste
Whole seller Retailer Vans, bicycle etc Weekly Haats Bazaars
Pricing of toothpaste
Affordability is, in determined by two factors-
1.Income of consumer 2.Price of the Product & Services
Low Price Points: sells the maximum number of its products
in sachet packs in rural areas. Peopsodent toothpaste is available for Rs.4
and also Colgate toothpaste is available for Rs. 6
People Power
Rural marketing efforts need special mindsets, which many of the urban-oriented management graduates who are at the helm of affairs at most organizations do not possess.
A separate marketing and sales vertical headed by people with passion and commitment to rural marketing
Supported by a field team that can face the rough and tough of the vast country-side with courage and conviction is a must.