Upload
udit-jain
View
170
Download
3
Tags:
Embed Size (px)
Citation preview
A presentation on RURAL MARKETING PRESENTED BY: GROUP NO. 8
DHRUV GUPTA (13DM066)
NAKUL YADAV (13DM110)
SHRUTI MITTAL (13DM180)
SIDDHARTH PILLAI (13DM184)
SOUMYA DEEP CHATTERJEE (13DM188)
UDIT JAIN (13DM206)
ROHIT VERMA (13DM227)
History Koninklijke Philips N.V. (Royal Philips, commonly known as Philips) is a Dutch diversified
technology company, founded in Eindhoven in 1891, headquartered in Amsterdam with
primary divisions focused in the areas of Healthcare, Consumer Lifestyle and Lighting and
employs around 122,000 people across more than 60 countries.
Philips India Ltd.
Organized in three main divisions: Philips consumer lifestyle, Healthcare and Lighting.
Philips started operations in India at Kolkata (Calcutta) in 1930, converted into a public limited
company & renamed “Philips India Ltd”in 1957
Introduced audio tape cassette, compact discs,flourocent lamps, flat televisions etc.
Brought color television transmission to India 1982
Introduced compact fluorescent lamps into the country in 1995
Launched Flat Televisions and CD-recorders – both firsts in India 1998
Current status( 2012-13)
Turnover of 24.78 billion euros
Profit of 226 million euros
Brand value of 9.8 million us dollars
Recorded 3% comparable sales growth (1% nominal decline)
Healthcare sales grew 1%, mainly driven by Customer Services. Lighting sales were 3% above 2012.
Sales at Consumer Lifestyle were 10% above 2012, with double-digit growth at Domestic Appliances and high-single-digit growth at Personal Care and Health & Wellness.
Current Status ( Contd.)
India alone contributes about 2.5 per cent of Philips.
More than 55 per cent of the company’s business comes from lighting, where as, globally, it earns just 34 per cent from the segment
The overall contribution of the health care business is estimated at around 18 per cent.
Philips currently commands over 25 per cent of the estimated Rs. 2,500-crore kitchen appliances market in India.
Recent trends
Dynamic lighting- brings the dynamics of daylight indoors to create a stimulating natural ambience that energizes bodies and rejuvenates minds.
Switching to greener alternatives
Rural footprint
Rural consumption per person is said to have increased by 19% yearly between 2009 and
2012
Launched products in various categories
Consumer Electronics: Powerless Radio , Vardaan ( Low priced CTV range)
Domestic Appliances: Smokeless Chulha, Water purifiers
Lighting products: under the Philips Sustainable Model in Lighting Everywhere (SMILE)range, the first products launched were
Uday- a rechargeable portable lantern
Kiran- a hand-cranked LED flashlight.
Health Care
Catered into services like Automated Colposcopy and Mobile Obsteric Monitoring.
Pioneered a public private DISHA Project in order to deliver affordable healthcare to poverty-
stricken villages in rural India along with contributions from ISRO,Apollo hospitals and Dhan (NGO)
Rural strategy Strategy of focusing on the concept of India and Bharat.
The company is looking at product innovations to address specific needs of rural consumers and gain a stronger foothold.
As the company doesn’t have distribution network in these areas, it entered into partnerships with organizations such MarkFed to market products there. “MarkFed is a nodal body that represents about 400 agricultural co-operative societies across the country.
Tied up with various NGO’s and Self Help groups to attain better accessibility in the rural market
Products are currently being sold in rural India mostly through wholesale channel.
Make new products available to rural consumers at affordable prices. It's not that rural India cannot buy expensive products. But, it's about giving them a product they want to buy.
Product Range
Philips
LightingConsumer
Lifestyle
Consumer Electronics
Domestic Appliances
Personal Care
Health Care
Rural Product range
Philips
Lighting (SMILE)
Uday: Solar and Battery Lanterns
Kiran: LED Flashlight
Solar Street Light
Consumer lifestyle
Consumer Electronics
Domestic Appliances
Personal Care
Health Care
Disha
Asha Jyoti
Automated Colposcopy
Mobile Obstetric Monitoring
Powerless Radio,
Vardaan
Smokeless Chulha,
Water Purifier
Rural Product range - Modifications
Created Brand Vardhan specifically in color TV range.
Customised TVs to work on voltage range of 90-270 volts. (Hence
eliminates the need for a voltage stabilisers)
Rural Pricing strategy
For each segment, Philips is trying to redefine the market.
Very Low and Affordable Prices
No Differential Pricing unlike the Urban Markets
Introduced a portable CD system at an affordable price of USD 83
Rural distribution
Overall distribution
Manufacturer
Distributor
(Wholesaler)
Dealer
(Retailer)
Subdealer(s)
Manufacturer
Dealer
(Retailer)
Subdealer(s)
[Connected with MIS]
After
1991
Rural distribution
Rural distribution
Manufacturer
PPPNGOLocal
EntrepreneursSelf Helped
GroupsDirect Sales
Rural distribution (Cont.)
The connection
Manufacturer’s
Management Information
System
(MIS)
Self Helped Groups
Dealers
(Retailers and Sub Dealers)
Direct Sales
NGO
Rural promotion
Philips Electronic Entertainment
'Philips Super Shows'
“Enga veettu Superstar!”
Extensive Van operations
E-choupal
Philips Mahasangram Integrated Marketing Programme
"Lighting a Billion Lives" initiative