ANAVASHAYAK KESH NASHAKKESAR

RURAL MARKETING OVERVIEW

1 •THE RURAL MARKET ARE COMING UP IN BIG AND GROWING TWICE AS FAST AS URBAN.

2 •There are as many middle income groups and above households in rural market.

3 •The share of FMGC products in rural market is 53%.

TRENDS INDICATE THAT

RURAL MARKET WORLD OF OPPORTUNITY

• Indian rural market with its waste size and demand base offers great opportunity.

• Two third of countries consumer live in rural areas and half of the national income generated hear.

RURAL MARKET CHALLENGES

• Vast majorities of rural people are traditional bond and believe in old coustomer habits.

REGION RESEARCH

•72% OF THE POPULATION ARE RURAL PEOPLE1

•FROM THIS RURAL POPULATION 50% ARE MALE AND 50% FEMALE2

•DUE TO A LARGE RANGE OF FOREST AREA, TEMPERATURE IS HIGH3

PRODUCTS RANGE

BOTTELS-150ML

SACHET -15ML

TUBES-50ML

COMPETATIVE ANALYSIS

• HUL• P&G• HIMALAYA

PROMOTIONAL STRATEGY

REASONABLE PRICING FOR DIFFERENT PRODUCTS.

SPECIAL SACHET CONCENTRATING FOR RURAL AREAS ONLY.

TUBES AND CORUGATED BOXES FOCUSSING ON PEOPLE OF HIGHER CLASS IN RURAL PEOPLE.

PROMOTIONAL STRATEGY

• MOBILE BEAUTY PARLOURS

TARGET AUDIENCEGIRLS

SEMI URBAN GIRLS

WOMENS

MEN

HELPS IN GLOWING SKINAVAILABLE IN CHEAP PRICE ONLY FOR RURAL PEOPLE

COMMUNICATION STRATEGY

MEDIA• NEWSPAPER

• MAGAZINE

• RADIO ETC

• TV

HOW WE CAPTURED AREASWe went to areas which hardly knew what is hair removing cream.

We showed how it works.

Whe showed how to use.

We did demonstration.

We showed our add in between demonstration.

HOW WE CAPTURED AREASWe distributed free sachets after shows.

We went to doctors leaders who were the opinion leaders.

We showed the benefits of the cream.

Less price

DISTRIBUTION STRATEGY

• Instead of using conventional distribution route we created sachet sales force to sell only sachets packs to small retailers.

• Separate hawkers channel was is being created that has moved from neighborhood to neighborhood.

• We approached beauty parlors.

RETAIL PROMOTION

GIFTS FOR THE RETAILER SELLING MORE

PRODUCT FEATURES

• Uset does not it without pain.• It does not leave skin red unlike waxing and

shaving cream.• You apply cream and leave it for 10 min to

take effect.• Use damp cloth to wipe away the cream and

hair is being removed .• The cream also moisturizes the skin and make

it glow.