Rural Market 4

8/3/2019 Rural Market 4

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` PRANALI SHEWALE-09B447

` PREETI SINGH-09B448

` VIVEK SINGH-09B449

` PRATIK SOLANKI-09B450` PRIYA SUPEKAR-09B451


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On account of green revolution, the rural areas are

consuming a large quantity of industrial and urban

manufactured products.

Thus a special marketing strategy emerged known asRural Marketing.

Rural Marketing involves delivering manufactured or

processed inputs or services to rural producers or

consumers.


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Largest FMCG company in India.

Have common household brands like

lifebuoy, close-up, fair & lovely,

Annapurna, kwality walls, lakme.Products manufactured over 40

factories in India

One of the largest exporter


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Export of sunlight soap in India in 1988 followed by

Lifebouy in 1895.

Set up first subsidiary in 1931 by name of Hindustan

Vanaspai manufacturing company followed by Leverbrothers India ltd. In 1933.

All 3 companies merged in 1956 to form Hindustan

lever limited (HLL).

Changed its name to Hindustan Unilever limited(HUL) in 2007


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Introduced in 1894as disinfection soap.

Launched in industrial revolution era when typhoid,

yellow fever were common problem.First home soap to contain CARBOLIC ACID as main

ingredient.

INSPIRING VISION : For hygenic, healthy and vital

community.Health product to wider variety of consumer.

HAND WASHING The Lifebouy habit promoted to

educate children.


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Among oldest brand of HUL placed as Health and

Hygiene soap.

Launched in 1895.

Crossed 100,000 tones consumption in single year.

Over 600 mn consumer in India.

Undrgone major change in 2000

Repositioned as family soap with new varients.


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4 PS OF MAKETING MIX4 PS OF MAKETING MIX


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LIFEBOUY TOTAL : follow old red soap image.

LIFEBOUY DEOFRESHED: symbolize freshness

LIFEBOUY NATURAL: green soap resembling natural

care.

LIFEBOUY SKIN CARE: for sensitive skin


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ACCEPTABILITY:- PRODUCT Launched as Carbolic RED SOAP.

Symbolize HEALTH and HYGIENE.

Very strong BRAND IMAGE.

Rechanilised its product cycle by introducing newvariants.

AFFORDABILITY :-PRICE Sold to lower and middle income group

HUL sells most of its product in sachet packs. It highlights value AND not price.

Low price is an important factor to draw new customers.


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AVAILABILITY:- PLACE

Strong distribution channel app.2000 supplier.

Product produced at 80 different factories.

Covers 50,000 villages .The general trade comprises grocery stores, chemists,

wholesale and general stores.

Today lifebuoy is a market leader.

Covering about 1 million retail outlets.


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AWARENESS:-PROMOTION

Lifebuoy is positioned as Health and Hygiene soap

Many health care programs were conducted.

For promotions in rural market it created theLIFEBUOY SWASTHYA CHETANA PROJECT.

Lifebuoy Hai Jaha Tandarusti Hai Wahais the

tagline.

Lifebuoy not only promotes the products but alsocreate social awareness..


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SEGMENTATION &

TARGETING


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Age: 6-50+

Gender: Anyone

Family size: 2, 3-4, 5+

Income: Rs.5,000+

Target Area: Lower income group


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World region: Asia

Country: India, Pakistan

Cities: All cities of India& Pakistan

Target Area: Urban, Semi - Urban, Rural


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Benefits: Total protection antiseptic soap.

User status : Regular user

BEHAVIOURAL SEGMENTATIONBEHAVIOURAL SEGMENTATION


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Social class: Middle & Lower class.Lifestyle: Outdoor- Oriented,

Sports- Oriented


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Captured basically rural markets by lots of ruralpromotions

and advertising thus became a recruitment brand Voted

asIn Future positioning:-Lifebuoy as a family

health offering through germ

Indias top brand in advertising and marketing magazines

Suggestion

Shut down Life Buoy Active Red

Try to improve the margin in the distribution system

Reach out the left 30 % of rural marketNeed to address the economically upgraded people

Redefine the position of life buoy in premium segmentwith extra feature


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Spread health consciousness programmes in rural

area againCreate emotional value for it

New promotions should be lunched

Differentiation of Lifebuoy for the segment of

customersShould reduce the cost of production to reduce the

price

It can take help of SHGs to promote its product

Reaching out the customer at a lower price directly


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` Set up in 1884.

` Beginning with a small pharmacy.

` Fourth largest FMGC company.


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y PRODUCTS:-

CHYAWANPRASH

JUNIOR CHYWAAN

ORANGE FLAVOUR

CHOCOLATE FLAVOUR

MANGO FLAVOUR


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y PRICE:

As, Dabur has different sub-categories it came out

with variable pricing to reach each n every target

segment

Selective price reduction to increase demand

Introduction of smaller pack

Cutting price to stand out competition


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y PLACE:

Dabur constantly keep on increasing its geographicalspreads to it sales revenue

Enter the south- indian market

Expanding in the international market

Presence in over 50 countries

Subsidiaries establish in Nepal, Nigeria , Bangladeshand Pakistan.

Focus area: Asia pacific , Afghanistan ,Russia andothers CIS countries.


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y PROMOTION:

Dabur chyawanprash has its own marketing team

Utilize the popularity of Indian films in domestic and

international market Undertook the most advertising campaign with

Mr.Bachan endorsing Dabur chyawanprash

Singed cricketers like Dhoni and Virender Sehwag for

advertisement


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`STPSTP

SEGMENTATIONSEGMENTATION

TARGETINGTARGETINGPOSITIONINGPOSITIONING


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Process of subdividing a total market into different

subsets or groups.

Where the marketer may select one or more

segments.To be reached with an appropriate marketing mix.


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Subdividing the whole market into differentgeographical units which can be further sub-divided into

smaller units.

A national marketer may take whole nation as his

market. For example-in the detergent market HindustanLevers and Procter and Gamble are all national marketers

in India.

A multinational company may divide the global market

on the basis of continents. Like Pepsi and Coca-cola.


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Subdividing the market in terms of demographic

features of a country or a region.

Variables that may be considered are age, gender,

marital status, family size, etc.

Demographic data is essential for estimating the size

of the target market.


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Sub division of different groups on the basis of

personality, life style and values.

Marketers of cosmetics, textiles, fast food

providers etc. must understand the life style of thetarget market.

Automobile manufacturers must consider different

personality traits in dividing the market.


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Variables that may considered for marketsegmentation are Income, occupation, education,religion, social classes, etc.

This segmentation is used for durable products suchas automobiles, PCs, etc.


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` Rural markets, as part of any economy,has an

untapped potential like rain but it is different from

the urban market so it requires the different

marketing strategies and marketer has to meet the

challenges to be successful in rural market.

` There are several difficulties confronting the effort to

fully explore rural markets. The concept of rural

markets in India, as also in several other countries,

like China, is still in evolving shape, and the sector

poses a variety of challenges, including understanding

the dynamics of the rural markets and strategies to

supply and satisfy the rural consumers.


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Documents

Rural Market 4