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Comprehensive End to End Solutions in

Emerging Markets
MART

Vision

To become the most respected, employee owned consultancy firm in the


emerging markets creating innovative and effective solutions in the
sectors of our focus.

Mission Values

To enable the poor in emerging Innovation


markets improve their quality of Partnership and Team Work.
life, by delivering innovative, high Integrity and Humility
value, end to end solutions Trust and Transparency
through our partners. Non Hierarchical
Help improve client capability
MART
A Brief Profile

• MART, a leading BoP Consultancy


Firm in Emerging Markets
• ‘Social Heart & Business Mind’
Philosophy
• Works both in Corporate and Social
sectors
• 50 professionals across India
• Worked in Nepal, Afghanistan,
Mozambique and Bangladesh.
Services
End to End Solutions

Research
Business Problem Diagnosis through user centric
approach

Strategy
Develop Strategy for Effective Decision Making

Pilot
Demonstrate strategy in contained geography

Scale Up
Scaled up sustainable business models

Training & Handholding


Rural Sensitization and Capacity building
Sector
Areas of Work

Livelihoods & Food &


Market Access Agribusiness Healthcare

Banking & Telecom FMCG &


Insurance Durables
User Centric Research
Gaining in depth understanding of consumer

• MART adopts user centric approach to gain insights into consumer’s


ecosystem and behavior
• Consumers’ voluntary participation ensured,
– Ethnography tools : Participatory Rural Appraisal (PRA), photo
ethnography and shadowing /SOLO
What is PRA?
A set of approaches and methods that enables rural community to
share, enhance and analyze
their knowledge of their own environment and life
Advantage PRA

• User centric approach


• Community led approach cutting across literacy and caste
• Story telling mode for easy comprehension
• Encourages voluntary participation
• Pictorials and visual expressions captures unexpressed behaviors
• Information collection and validation happens simultaneously
Resource & Social Map

Leads to understanding consumer’s ecosystem …. his cultural & community


behavior…… Pain points to usage ….. Identification of felt need …… potential target
groups
Mobility Map & Access
Village : Padari Kalan
Unnao (UP)

Maps the markets for products/services in the area…….. mobility of consumer in his
environment….. Access behavior to different markets for different product categories
Activity Clock

Maps the economic &


social activities for
different occupational
groups … identifies
appropriate time
window available for
communicating with
consumer
Application of Dyad & Triad

• Community decision making , involving several persons


– Initiator
– Influencer
– Decider
– Buyer
– User
• Dyad, Triad or a mini group necessary to understand roles of different
stakeholders in the ecosystem
Market Research: Areas of expertise

• Knowledge, usage, attitude and practices


• Consumer behavior
• Product development
• Brand study
• Market Sizing
• Rural distribution
• Testing communication materials
• Impact Study
Some Research Assignments
Ethnography Research

Intel Opportunity Sensing


• Technology with relevant solution for the consumer.,, Need to scan
rural environment to identify need gaps and pain points and
opportunities
• Research Methodology: Ethnography Study
 Live in the rural environment
 Observe daily life of men, women and children
 Study associations, aspirations, attitude, interest and opinions
• Opportunities Identified
 Education, Health and Entertainment
Intel Grameen Healthcare Study :
Bangladesh
Objective :
Understand Rural Economy & Healthcare Systems ; Exploring Opportunities for
Technological Intervention in Grameen Health program
Approach :
– Ethnography research methodology used to understand treatment behavior
in different socio economic households and related to gender in the target
villages.
– Indepth interview of financial service providers and health service providers
….. Institutional finance for healthcare …… technology adoption for efficient
service delivery
Opportunity :
– study feasibility of extending Grameen Kalyan program, a paid health service
based on ICT to the newly targeted areas.
Intel Grameen have launched a Pilot Program using ICT for health service
delivery based on the Feasibility Report
Baseline Studies

• GFA Consulting (GTZ Program on Consumer Rights in India)


• A qualitative study on profiling consumers and segmenting them for their
readiness for redressal through consumer forum
• The study examined the consumers of different socio-economic classes for their
• Sources of information regarding products and services
• Decision making process for purchase
• Pre-purchase, at the point of purchase and post purchase behavior
• Redressal against dissatisfaction after purchase
• Awareness of consumer rights and consumer forum
• Conducted a baseline study for a pilot program to be implemented in 10
districts spanning 5 states
• A quantitative study covering 1000 consumers was conducted. The sample
included 300 consumers who had approached the consumer forum for redressal.
• Pre-purchase, point of purchase and post purchase behavior
• Awareness of consumer rights
• Willingness to access the services of consumer forum
• Experience with consumer forum
Market Research

Tata Indicom
• Study the rural consumer’s telecom needs and identify drivers for
consumption.
• Study the retailing behavior of telecom products in rural markets

Airtel
• Study the rural consumer access to market services and
telecommunication as a medium in the process. The study covered the
VAS services and their acceptance among rural consumers. Insights
were built for developing new VAS concepts.
Assessment /Evaluation
Research

• Microsoft
Need analysis studies in rural areas to identify and select services
which can be delivered through ICT kiosks.
Study the different ICT kiosk models across the country and evaluate
their services for operating gaps and recommend services to
generate higher footfalls and higher acceptability of services
• BBC
Study to measure the impact of communication aimed at youth in
the Hindi heartland. Measure the recall, intention to listen to BBC
and intention to associate with the local programs to be aired by
BBC.
Assessing Sustainability of CIC :
Grameen Phone
• Objective:
– Assess the feasibility of the 16 CICs set up by Grameen Phone for their existing
services and identify potential new services
• Approach:
– Qualitative study among consumers to identify the enabling factors and the
barriers to use, for the existing services….. Poor browsing capability….
Important sites not known ….. Need for vernacular
– Study the non consumers for their barriers to use and identified potential
services for them….. New target segments ….. Potential for greater footfall at
the CIC
– Quantitative study to quantify the enabling factors and barriers ….. Assess
most potential services …… business plan for the CIC to breakeven ….
Subsequently make profits
Grameen Phone developed services …. agri-extension … education
….employment to target youth and farmers ….relevant services for youth...
Increasing footfalls …..enhancing feasibility of CICs
Sectoral Study and
Strategy

• Rural insurance: issues, challenges & opportunities.


– Phase I – qualitative research to understand rural consumer
behavior on savings, loans and insurance.
– Phase II – quantitative research to profile potential customers for
insurance, assess the rural potential and identify channels for
promotion and delivery.
– Marketing strategies developed for life and general insurance -
design of insurance products, premium payments capacity, profile
of potential customers, channels for advertising and promotion, and
delivery, possible rural agents.
Market Research and
Strategy

Population Services International: Clean delivery kits.


• Qualitative study to understand the knowledge, attitude and
practices in home births in rural areas. The study also assessed
the acceptance of clean delivery kit prototype.
• Qualitative research to test the communication materials
developed for the product (brand names, packaging, insert,
flyer, posters and TV commercials) and select appropriate
ones.
Hariyali Kisan bazaar – A super bazaar format for Agri-inputs.
Study the consumer behaviour to the format and additional
services expected from such a store.
MART’s
End To End Solutions
 Research  Concept  Prototype  Product  Distribution  Promotion
Novartis
Arogya Parivar

Innovation in Health Service Delivery


BoP Consumer Segments
Project Arogya
Company Quali& Quanti Strategy
objective Research

• Understand the •Rural population unaware of health issues • identified the ailments for
awareness of identified arising out of mal nutrition, infection and which the company had
ailments, health issues allergy products and wanted to gain
and related pain points in a larger market
•Recovery of ailment is considered effective
accessing health services as soon as the patient feels better and can •Nutrition for mother & child, TB,
• Assess the reach of the go back to work. Most of the time do not allergies were prioritized
company brands complete the dose •Need to associate with
•Health service providers in villages qualified doctors in semi-
restricted to RMP and government urban
appointed nurse. •Need to build awareness
•Quality health services, both public and about timely and complete
private, available in block town treatment among people
Project Arogya
A new
Pilot Inputs Scale Up
approach

• 3 different models • information from • Challenge was re- • Scaled across


developed to create health workers on distribution of health 100 districts
awareness. Models where to get products such that
based on level of treatment helped legal issues do not
health awareness. villagers arise
•Relatively less delay in •Changes in
seeking treatment categorization of
•Mobile health advisors
•Saved costs products
were core to all models
•Appropriate treatment •Appointment of new
helped build confidence sub-distributors at sub-
• Association with •Health service providers district levels
health care chain appreciated company •Associate with
efforts practicing doctors &
•Issues on availability of qualified rural medical
company products
affected the pilot
practitioners

The model has won Silver Award for Best Long Term Rural Initiative in RMAI Awards 2008 and
Silver Award for Best Rural Marketing Initiatives in WOW Awards 2009. It was also nominated in
the Innovative Marketing Model category in the Golden Peacock Awards 2008
Project Arogya
Breathing Space Program
Reducing Indoor Air Pollution

A case of Innovation for Rural Households


Improved Biomass Stove
Identify Customer Need
Secondary study • 74% HHs use firewood/wood chips, 9% dung cake
• Impact on women’s health
 pneumonia in young children
 chronic obstructive pulmonary disease as (chronic
bronchitis) and lung cancer
• Declining forest cover to <15% of geographic area
against 33% targeted under Forest Policy.
• Market size
 114 Mn rural HHs using firewood/wood chips
Establish Target Specifications
Interaction with TG • Fire place ‘Holy place’. Cleaned everyday.
•Focus group : Social/cultural • Cooking is done on floor. Height for cooking
values related to kitchen, food important
habits and cooking behavior • Separate portable stove for non-vegetarian
•In depth Interviews : Kitchen cooking.
Management, utensils, stoves, • Clean up of black stained utensils inconvenient.
cooking fuel Observations: • Firing stove cumbersome . Quick cooking on
stove location, ventilation, kerosene stove.
cooking position • Smoke causes choking and irritation in eyes
(Pictures and Videography)
• Technical measurements of stove and utensils
• Outdoor cooking in Tamil Nadu, use portable
stoves
• Single burner in TN, double in Karnataka
Generate Product Concepts

Prototypes
developed based Inputs for Product development
on pain points  Single and double burner requirement
 Smokeless
 Easy to fire and maintain burning
 Portable
 Easy to clean and maintain
 Should be able to use wood/agri-waste as fuel
Select a Product Concept

Five Prototypes • Inputs for Refinement


Tested with potential  Height of stove inconvenient
customers. Two  Increase opening for fuel
prototypes finalized
 Cooking Pot not stable
for refinement and
production  Easy wear and tear of inner walls of stove
• Inputs for communication (derived)
 No coughing, no choking
 Clean cooking vessels & clean walls
 Easy to fire and cook
 Requires less fuel
 Stainless steel product triggers aspiration
Final Product

• Compared to traditional stove


 75% reduction in smoke emission
 65% less fuel consumption
 Cooks twice as fast

Program targets to reach 1 million households


Our Clients-Corporate
Our Clients-Development
Social Heart
Business Mind

Thank You