RURAL MARKETING STRATEGY

BY
MANVENDRA KUMAR

(
02/05/10 1
1.Way to enter Rural market
New Entrant
Company starts Rural Market
first & then ventures in
Urban Market
(eg Cavin Kare Chik & Meera
Shampoo)

Mid - Entrant
ENTERINING Company starts Rural
Market after success in
THE Urban Market
RURAL (eg HLL, LG)

MARKET Late - Entrant

Company starts Rural Market
after success in Urban
Market for long period of
time.
(eg Cadbury02/05/10
) 2
2.Purpose of rural marketing strategy

R Retain
Purpose G Grow
Add The Market
A

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 RURAL MARKETING STRATEGY
PROCESS
Profile the Rural Market

Profile the Consumer

PLANNING
1
Market Behaviour & MR

Segmentation Targeting Positioning

------------------------------------------------------------------------------
Rural Product

Rural Pricing
2 Rural Distribution
EXECUTION
Rural Sales Force Management

Rural Communication
------------------------------------------------------------------------------
Monitor the Rural Strategy
3
Feedback & Control

FEEDBACK

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 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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STRATEGY #2
PRODUCT CUSTOMISATION

(MAX VIJAY )

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 “MAX VIJAY BIMA GULLAK”

OBJECTIVE: Improve life of a poor villager.

EGY: 5 IN 1 Advantage{Flexibility,convenience,simplicity, lif

Starting premium amount -1000 rs

top up payments rs 10-2500

8000 policies sold to 3.5 million Indian

Available in 23 states.
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STRATEGY # 3
SEGMENTATION & TARGETING
“AIRTEL& NOKIA JODI OFFER”

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 “HAND SET BUNDLE OFFER”
To penetrate deeper into rural market.
OBJECTIVE :
 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 kiranashop ,2-3 Haat covered every week


 RESULT


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


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STRATEGY # 4
CHANNEL ADAPTATION
“KAMDHENU CATTLE LOAN CAMPAIGN”

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 “KAMDHENU CATTLE LOAN CAMPAIGN”

OBJECTIVE: To target audience using the right

channel.
Provide loan to small farmer for buying cattle.
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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STRATEGY # 5
PRICING
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.

IVATION: HPCL Contributes cooking stoves, lpg cylinder utensils, cook

Appoint self help group as a care tak

Women pay rs 3 /half hour

82% acceptance of rasoi ghar.

RESULT: 20% interested to install individual connection.
Ministry of petroleum - proposal of
80,000 Rasoi Ghar.
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STRATEGY # 6
ENGAGING RURAL SALES
FORCE
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 DEC 2007 - Trained around 500 rural sales exec
meeting with villagers, sarpanch, headmater &
visited potential customers.

Helps to develop new relationship with customer.

Sales Rural area coverage 2006-2000

45 - 50 % 2009- 400
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STRATEGY # 7
THINK OUT-OF-THE-BOX
“JALSA & CHOTUKOOL”

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 COCO-COLA “ JALSA” & GODREJ
“CHOTUKOOL”
OBJECTIVE: Engaging customer with brand.
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.

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

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

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 STRATEGY # 8
DON’T JUST SELL, BUILD BRAND

“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.

Strategy
Touching the hearts of the farmer rather than their pockets. 

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

Result
30,000+ 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

02/05/10 25