Launch of PaaniProf. RamkiRURAL MARKETING

Launch of PAANI

Stage I

PLANNING

Jharkhand Jharkhand is the 28th state of IndiaIt came into existence on 15th November, 2000Jharkhand is famous for its rich mineral resources.The capital city RanchiJharkhand has 22 districts and 32,620 villages

The Rural Market

The State

Jharkhand is a very industrially dense area

It is an underestimated and untapped market

Developing state.

Varied with regards to culture.

Bokaro

The steel hub of Jharkhand and one the most important steel centers of India

One of the most educated districts in Jharkhand

Dhanbad

One of the most advanced districts in JharkhandIndustrial hub of JharkhandKnown for its coal mines.

Champi village (Bokaro)

Haats are held near Champi where people of more than 10 villages gather.

Large number of non agriculture workers.

Tupra Village (Bokaro)

One of the larger villages

Good facilities for education

Gopalpur Village (Dhanbad)

Proximity to industrial areas

Very popular mandi.

Sabalpur Village (Dhanbad)

Large number of non agriculture workers

Many tourists.

Segmentation and Targeting

Geographic : - Behavioral : - Region Eastern India Occasions : - Regular and special Village Size below 5000 Benefit : - Quality @ Economic Price Density Rural Climate Moderate User Status : - Non User, Potential User, First Time User

Demographic : - Age 9 to 30 years Family Size 4 to 5 people Gender Males and Children Income 2000/- to 5000/- Education Semi Literate

Stage IIExecution and Implementation Stage

Product A small buckle on top of the cap so as to make it easier to carry. This makes it more portable.

Main TargetPeople working in industrial sectors because of the importance of clean water and also the portability factor. Occasions like marriages, poojas, melas and haats.

PromotionPAANIMANBrand Paani

PAANIMANA new superhero who is Shaktimans friend.

He protects people from diseases by providing clean and pure water.

He advocates PAANI

Teaser Campaign

Simultaneously..Toys

Stories

Launch of PaaniPaaniman makes his entry sliding down a rope from a helicopter Shaktiman aapko bure logon se bachata hai, main aap logon ko ROGON se bachaoongaEndorses Paani as the best way to keep one away from diseasesPrevention is better than cure.Competitions

Post Launch Promotion of PaaniAwareness - Health check ups and talks about the importance of pure water to prevent the occurrence of most of the diseases. - Paani is the best way to solve their health problems.

Demonstrations in schools and work areas regarding the usefulness and safety of Paani.Sampling through small packets.

Competitions and Offers- Do kharidiye aur ek muft paaiye - Win a lottery ticket on purchase of three bottles

Melas and Haats - Melas are meant for brand building and Haats for promotion.

- A specially designed Van in the shape of a bottle would be used both for awareness and distribution.

Wall paintings and Posters Posters and paintings to be made on - hand pumps - walls of the wells - tinplates on the trees

Also a Calendar to be made mentioning different quotes for the importance of Paani

Other strategies

Tournaments

Local brand ambassadors

Distribution channelCompany depotRedistribution stockist, semi wholesalers and retailers at district head quarters.semi wholesalers and retailers at tehsil headquarters, and industrial townshipsInherent traders at haat marketsRetailers in smaller villages,,village shopkeepers etc

Other distribution strategiesUtilization of public distributory system(PDS)Use of co-operative societiesUse of Delivery VansWarehouses at mundi level

Hierarchy of sales force management Area sales manager(ASM)(district level)Sales executive operate in given territoryRegional sales manager(RSM)(village level)

Importance of Trade promotionVillagers like to buy from only one retail outlet so its important that Paani is promoted.Some useful strategies that can be followed are: - trade allowances - point of purchase displays - push money

Credits Ami SampatAbha SharmaBhumi HarwaniAnimesh SrivastavAnkit TannaBharat Jhamnani