Understanding Bottom of Pyramid

Abhishek Shukla -Mr. Y J Bhrambhatt (Faculty Guide) (Industry Guide) T & P In-Charge, AIOA Sr. Manager, Legal & Marketing Dept., Sabar Click to edit Master subtitle style Dairy

Guides:

Presented By:

-Mr. Divyesh Butala MBA Agri. & Food Business (A1403110002)

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Introduction

Rural Marketing Current scenario of Indian Market NCAER(National Council of Applied Economic Research) report 2009

Lower Middle Income (2Urban=Rural population)

Group

Total 41% of Indian middle income group population 58% of total disposable income

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Objective

Deterring Marketing strategy for AMUL products in rural area of Sabarkantha District

Which is further divided in following part

To examine how milk and milk products are used in rural area of Sabarkantha district. To identify consumers attitudes towards

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Research Approach

For understanding consumption pattern of milk and milk products, And for indentify effective promotional media in the area, direct questions were asked. For opening of New Amul parlour, we have arranged meetings with DCS Secretary, Chairman and some 4/16/12 decision maker members, to discuss

Research Approach Cont.

For understanding Attitude towards AMUL Products

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Research Design

Research design:- Conclusive, CrossSectional Information Needed:- for village, for population Data collection: Secondary, Primary Data Collection Instrument:- Questioner Data Source:- Secondary, Primary Scaling technique
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Secondary Data Analysis

2 Case-2 Case-1 Rural Marketing Impact of Emotional Attachment between Children and Parents in Rural Market: A Case Study of From: - SIES Journal of Management, Children and Parents in Purchase of September 09 -March 2010, Vol.6 (2): FMCG 104-111
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From: - Pranjana Vol 12, No 2, Jul-

Primary data Analysis & findings

Analysis on SPSS 2009 Divided in 5 part like following

1st part contains analysis of Samples demography, 2nd part contains analysis of samples awareness level,

3rd part contains analysis of Samples Consumption pattern, Analysis 4th part contains analysis of effective 4/16/12 media to interact with sample and

Major issues to be addressed

To create awareness about benefits of pasteurizes milk over normal milk available at village level between rural consumers. To create fully awareness about product range of AMUL. effective media platform

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Suggestion:awareness about pasteurize milk

Based on secondary data Analysis We found that in purchasing of FMCG products, school/college going teenager have significant impact on their parents buying decision.

So to create awareness at local level we can arrange school trip to dairy plant and make them aware about pasteurize milk. 4/16/12

To create awareness about Amul product range

To create awareness about AMULs products range we can use some cheap media Like:Wall paintings, Advertisement on Electricity Bill which have assured access to rural level,
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Posters and stickers on local buses,

Promote AMUL products in rural area

According to the survey most of people like to watch local cricket match AMUL should organize a local cricket match To promote products in rural area From the study we also found that major part of the population like to read Divyabhaskar, so as print 4/16/12 media Divyabhaskar should be

Target of Appointing New APO

Discussed point Benefits to village

All AMUL products will be available at village. All products will be available at maximum retail prise. Convenient for those who dont have cooling facility at home. Convenient for tea Stalls.

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Target achieved

Target is not achieved in given time.

Reasons

Very thin margin percent is discouraging factor. Some villages are very near to nearby city so most of demand is satisfied by that city. During monsoon demand will be less, so will open in next summer. In some villages secretary is not at all interested to open APO.

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Suggestion

Loan or subsidy should be given for refrigeration facility. Some scheme should be given to DCS for creating healthy Competition between DCSs. One meeting at Dairy should be organized, which will be more impact full Meeting with existing APO holder should be organized. should approach to DCS between

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Limitation and Caveats

Total no. Of respondent 362. limited resources. Malefemale ratio unbalanced. All the female respondent are from same age group, there is not any female student respondent. In one question most of respondent have responded they like to watch local cricket match, these local 4/16/12 matches are only organize during

Reference

Websites:

http://www.fao.org/docrep/009/J7927e/j7927 http://en.wikipedia.org/wiki/Dairy_farming

http://web.ebscohost.com/ehost/detail?sid=b

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Books: Principles of Marketing by Philip Kotler

http://books.google.co.in/books?id=cRsxk Marketing Research:- by Naresh K Malhotra

http://books.google.co.in/books?id=-_qgA Marketing Research Kit for Dummies: 4/16/12 by Michael R Hyman & Jeremy J. Sierra

Thank you

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