Understanding Bottom of Pyramid

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Understanding Bottomof Pyramid

Presented By:

-Mr. Divyesh Butala

MBA Agri. & Food Business (A1403110002)

- Abhishek Shukla(Faculty Guide)T & P In-Charge, AIOA

-Mr. Y J Bhrambhatt

(Industry Guide)Sr. Manager, Legal &

Marketing Dept., SabarDairy

Guides:


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Introduction

Rural Marketing

Current scenario of Indian Market

NCAER(National Council of AppliedEconomic Research) report 2009

Lower Middle Income Group

(2Urban=Rural population) Total 41% of Indian middle income group

population

58% of total disposable income


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Objective

Deterring Marketing strategy forAMUL products in rural area ofSabarkantha District

Which is further divided in following

part To examine how milk and milk products

are used in rural area of Sabarkanthadistrict.

To identify consumers attitudes towards


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Research Approach

For understanding consumptionpattern of milk and milk products,And for indentify effective

promotional media in the area, directquestions were asked.

For opening of New Amul parlour, wehave arranged meetings with DCSSecretary, Chairman and some

decision maker members, to discuss


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Research Approach Cont.

For understanding Attitude towardsAMUL Products


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Research Design

Research design:- Conclusive, Cross-Sectional

Information Needed:- for village, forpopulation

Data collection: Secondary, Primary

Data Collection Instrument:- Questioner Data Source:- Secondary, Primary

Scaling technique
http://var/www/apps/conversion/current/tmp/scratch2208/Questionnaire.pdfhttp://var/www/apps/conversion/current/tmp/scratch2208/Questionnaire.pdf


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Secondary Data Analysis

Case-1

Impact of Emotional Attachmentbetween Children and Parents inRural Market: A Case Study of

Children and Parents in Purchase ofFMCG

From: - Pranjana Vol 12, No 2, Jul-

2 Case-2

Rural Marketing

From: - SIES Journal of Management,September 09 -March 2010, Vol.6 (2):104-111

-


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Primary data Analysis &findings

Analysis on SPSS 2009

Divided in 5 part like following

1st part contains analysis of Samplesdemography,

2nd part contains analysis of samplesawareness level,

3rd part contains analysis of SamplesConsumption pattern,

4th part contains analysis of effectivemedia to interact with sample and

Analysis
http://var/www/apps/conversion/current/tmp/scratch2208/primary%20data.pdfhttp://var/www/apps/conversion/current/tmp/scratch2208/primary%20data.pdfhttp://var/www/apps/conversion/current/tmp/scratch2208/primary%20data.pdf


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Major issues to beaddressed

To create awareness about benefitsof pasteurizes milk over normal milkavailable at village level between

rural consumers.

To create fully awareness aboutproduct range of AMUL.

effective media platform


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-awareness about pasteurize

milk Based on secondary data AnalysisWe found that in purchasing ofFMCG products, school/college

going teenager have significantimpact on their parents buyingdecision.

So to create awareness at local levelwe can arrange school trip to dairyplant and make them aware about

pasteurize milk.


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To create awareness aboutAmul product range

To create awareness about AMULsproducts range we can use somecheap media

Like:-

Wall paintings,

Advertisement on Electricity Billwhich have assured access to rurallevel,

Posters and stickers on local buses,


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Promote AMUL products inrural area

According to the survey most ofpeople like to watch local cricketmatch

AMUL should organize a local cricketmatch To promote products in ruralarea

From the study we also found thatmajor part of the population like toread Divyabhaskar, so as print

media Divyabhaskar should be


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Target of Appointing NewAPO

Discussed point

Benefits to village

All AMUL products will be available atvillage.

All products will be available atmaximum retail prise.

Convenient for those who dont havecooling 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 willopen in next summer.

In some villages secretary is not at allinterested to open APO.


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Suggestion

Loan or subsidy should be given forrefrigeration facility.

Some scheme should be given to DCSfor creating healthy Competitionbetween DCSs.

One meeting at Dairy should beorganized, which will be more impact

full Meeting with existing APO holder

should be organized.

We should approach to DCS between


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Limitation and Caveats

Total no. Of respondent 362. limitedresources.

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 localmatches are onl or anize durin


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Reference

Websites:

http://www.fao.org/docrep/009/J7927e/j792

http://en.wikipedia.org/wiki/Dairy_farming http://web.ebscohost.com/ehost/detail?sid=
http://www.fao.org/docrep/009/J7927e/j7927e09.htmhttp://en.wikipedia.org/wiki/Dairy_farminghttp://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://en.wikipedia.org/wiki/Dairy_farminghttp://www.fao.org/docrep/009/J7927e/j7927e09.htm


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Books:

Principles of Marketing by PhilipKotler

http://books.google.co.in/books?id=cRsx

Marketing Research:- by Naresh KMalhotra

http://books.google.co.in/books?id=-_qg

Marketing Research Kit for Dummies:b Michael R H man & erem . Sierra
http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://books.google.co.in/books?id=cRsxku7O06UC&pg=PA228&dq=marketing+management+south+asian&hl=en&ei=riYTTpUQguutB9aglIgE&sa=X&oi=book_result&ct=result&resnum=7&ved=0CEkQ6AEwBghttp://books.google.co.in/books?id=-_qgAowhVZgC&pg=PA926&dq=marketing+research+naresh+k+malhotra&hl=en&ei=ZSUTTvu6GMTmrAfz7MGHBA&sa=X&oi=book_result&ct=result&resnum=6&ved=0CE8Q6AEwBQhttp://books.google.co.in/books?id=-_qgAowhVZgC&pg=PA926&dq=marketing+research+naresh+k+malhotra&hl=en&ei=ZSUTTvu6GMTmrAfz7MGHBA&sa=X&oi=book_result&ct=result&resnum=6&ved=0CE8Q6AEwBQhttp://books.google.co.in/books?id=cRsxku7O06UC&pg=PA228&dq=marketing+management+south+asian&hl=en&ei=riYTTpUQguutB9aglIgE&sa=X&oi=book_result&ct=result&resnum=7&ved=0CEkQ6AEwBg


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Thank you

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Understanding Bottom of Pyramid