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  • Rural Marketing Bottom of Pyramid

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    riteshgoyal03
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    This document discusses rural marketing strategies for bottom of the pyramid consumers. It describes several projects targeting rural consumers, including providing affordable LED lanterns as substitutes for kerosene lanterns, mobile soil testing laboratories, and distributing Rasoi Ghar cooking stoves. It also discusses partnerships between brands and organizations to introduce affordable products and increase rural distribution networks. Key aspects of rural consumers discussed are price sensitivity, brand loyalty, word-of-mouth influence, and shop loyalty.

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    Rural Marketing

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    This document discusses rural marketing strategies for bottom of the pyramid consumers. It describes several projects targeting rural consumers, including providing affordable LED lanterns as substitutes for kerosene lanterns, mobile soil testing laboratories, and distributing Rasoi Ghar cooking stoves. It also discusses partnerships between brands and organizations to introduce affordable products and increase rural distribution networks. Key aspects of rural consumers discussed are price sensitivity, brand loyalty, word-of-mouth influence, and shop loyalty.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    79 views5 pages

    Rural Marketing Bottom of Pyramid

    Uploaded by

    riteshgoyal03
    This document discusses rural marketing strategies for bottom of the pyramid consumers. It describes several projects targeting rural consumers, including providing affordable LED lanterns as substitutes for kerosene lanterns, mobile soil testing laboratories, and distributing Rasoi Ghar cooking stoves. It also discusses partnerships between brands and organizations to introduce affordable products and increase rural distribution networks. Key aspects of rural consumers discussed are price sensitivity, brand loyalty, word-of-mouth influence, and shop loyalty.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
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    of 5

    Rural Marketing

    Bottom of pyramid

    • VIVEK BAJPAI
    • KUMAR GANDHI
    • RITESH GOYAL
    • APOORAV MEHTA
    • ANURAG MUNDRA
    • SIDDHESH NAR
    • SANKET RATHI
    Rural Consumer Buying
    Rural Consumer Perceptions
    Perceptions
    • PRICE SENSITIVITY
    • BRAND LOYALTY
    • BUYING DECISION
    • OPINION LEADER
    • WORD-OF-MOUTH
    • SHOP LOYALITY
    PROJECT BHOOMI
    Nu LITE
    • Partnered with RC & M
    HORLICKS
    Rasoi
    • Eveready Ghar
    launched ASHA
    LED Lanterns
    TWOatTO
    • Offer solution TANGO
    farmer doorstep
    •• Substitute tofaced
    Kerosene Lanterns
    2•Health
    problems 5 by HPCL
    • Mobile Soil Testing LaboratoryPeople
    Drink for Rural
    •Priced
    Resistance
    • between Rs150
    to swift to Rs 450
    Rs 85 for 500
    • >3000 farmers were briefed gms & Rs 50 for 200 gms
    • •Airtel-Nokia
    Cost 50 Paise PerJodi
    Affordability Hour Offer
    • Create •Added 4000Buzz
    & Increase sub-distributers
    ••Introduction
    Manufacturing of & Distribution
    Rasoi Ghar
    • Ground
     Increase•Street Play
    footfall level
    4.5% Campaign
    by,Movie screening for Promotion
    ••82%
    Fromacceptance
    Gimme Red to Gimme LED
     600+•inquiry for brand M&M
    Test Marketing – Andhra Pradesh & Karnataka
    • •Creating
    •Touched
    Rs 3 per 3.2 Strong
    Halfmillion
    an Hour Visibility
    retailers
    •5 Kg Cylinder @ Rs800 and Refill @ Rs 95
    REFERENCES
    • PROJECT BHOOMI
    • 4P’S BUSINESS & MARKETING 16 NOVEMBER 2009

    • HORLICKS ASHA
    • ET Bureau, 24 NOVEMBER 2009

    • Nu LITE
    • BUSINESS WORLD , 7 DECEMBER 2009

    • RASOI GHAR
    • 4P’S BUSINESS & MARKETING , NOVEMBER 2009

    • AIRTEL-NOKIA
    • 4P’S BUSINESS & MARKETING ,NOVEMBER 2009
    THANK
    YOU

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