Rural Marketing Presentation

ON

Original v/s Spurious Product

Marie Gold v/s Marie Go Around
7/6/12

Rural Marketing

It is not easy for companies to go Global thus, they try to enter the untapped rural markets. rural markets are diverse and due to incentives provided people have more disposable income along with increasing literacy rate. Marie biscuit is a FMCG product which is affordable by all rural consumers of any economics status.

The

Britannia

7/6/12

Original v/s Spurious Product

Our counterfeit product is called Marie Go Round Biscuits which is a copy of Britannia Marie Gold Biscuits Not only is it a look alike but also is a spell alike Its available in 3 sizes costing Rs. 8, 15, 18 It tastes exactly like the original product

7/6/12

Spurious Products
Spurious:Not being what it purports to

be; false or fake

There are 3 types of spurious products: 1. Spell-alike 2. Look-alike 3. Duplicate

7/6/12

Our Research
Our We

research involved surveying 30 people in the semi-rural area of Dharavi. surveyed both men and women living in the area between the age of 1045. counterfeit product we choose was available in the same area thus, making most of the people aware of the product and its counterfeit.

The

7/6/12

Analysis

7/6/12

Analysis

94% of the people we surveyed consumed biscuits in their households. purchasing of the same is done by the women in the family and is are rarely purchased by the kids themselves. of the people live a simple life and are not brand-centric.

The

57%

7/6/12

Analysis
o

Competitors of Biscuits Both Original and Counterfeit generally include the following

7/6/12

Analysis
43.33%

of the population prefer Britannia Marie Gold biscuits over other variants. the others do not care much about what brand of biscuits they purchase. of the people find the appearance of Marie Go Round biscuits appealing and would switch to the brand.

Whereas

Most

7/6/12

Market Share

On having a conversation with the shopkeeper who sold the counterfeit product and also on speaking to another store just 2 shops away who sold Marie Biscuits we found out the sales of the last month.

7/6/12

Market Segmentation
Since

biscuits come under the FMCG products it is a suitable product for all geographic segments. Specified By Britannia is Taste and Quality conscious children and adults on the purpose for which they are purchased biscuits are regularly consumed by children till the age of 15 and also by adults. of the income level,

Segment

Based

7/6/12 Irrespective

Target Marketing
After

selecting the segments the target market and a marketing strategy has to be chosen which would position the product in the rural market. Target Market for a product like Marie Biscuits is vast and the reach of it could be till remote and inaccessible areas and so forth.

The

Target

Group For Britannia includes All age groups of middle and upper class people 7/6/12

Positioning
Marie

biscuits can be positioned according to the following

Characteristics Value for money Product class Quality Use

Britannia 7/6/12

Marie biscuits are positioned as a biscuit to be had along with tea. The counterfeit brands use this

The 4 Ps

7/6/12

Product

Britannia Marie Gold Marie Go Round

Parent Company Britannia Company-

Parent

Tagline/

Tagline/ Slogan Swadisht Khao toh USP -Healthy tea time Jano biscuit

Slogan -Tea Time Mein Jaan

Sunder

Daal De

USP

-Tea time biscuit

- More calcium, protein and iron

7/6/12

Price
Marie Go Round

Marie Gold

The triple pack is available for Rs. 18 The long pack weighing 180 Grams costs Rs 14 The single small pack of 128 gms. is available for Rs. 9
7/6/12

The triple pack is available for Rs. 25 The long pack weighing 180 Grams costs Rs 18 The single small pack of 128 gms. is available for Rs. 10

Place

Communication Channel T.V , RADIO Distribution channel

Communication Channel word of mouth , Local Advertisements Distribution channel 1 Channel or 2 Channel

3 Channel, 4 Channel distribution or direct sale to retail shops

system

They give first communication channel on advertisement, promotion . They spend large amounts of money on distribution channels to increase the 7/6/12 reach of their products

They advertise their product with the help of the local shopkeepers. They focus on rural and Semirural areas thus they spend less in distribution systems They keep their product in front of customer, they compel to customer to purchase.

Promotion
SALES-

PROMOTION e.g. Eat healthy ,Think better, Buy Britannia ,see cricket ,eat only Britannia

SALES-

PROMOTION e.g. Eat Premium Biscuits, Biscuits that suit all pockets, generally thrives on the publicity that Marie Gold Biscuits get.

It Exchange

4 empty packs with a booklet , when it was introduced in the 7/6/12

Why do such products exist in rural markets?

Generally,

in the rural markets, such biscuits are recognised as Marie biscuits and not Marie gold or Marie go around. the price-centric rural audience, the counterfeit products are value for money. to the high illiteracy rate, most the rural population cannot distinguish between the original and counterfeit products.

For

Due

Urban

based companies like Brittania cannot lower their standards to reduce the prices. 7/6/12

Conclusion
The

overall distributing channels need to be improved for cost reduction. packaging. concession for the retailers. pack for the 250g pack.

Simpler Higher Zipper Since

biscuits are largely consumed by children below the age of 15, the product should include a free gift to attract their attention.

7/6/12

Efforts By
Mohit Bulchandani 64 Kumail Mukadam Kalyani Shah 85 Prachi Punamiya 76 7/6/12 Ravina Varadkar

65

100