Product Concept

Innovations for the rural market

LGs innovations Sampoorna TV Semi automatic WM with double capacity & memory back up
Free Power radio by Philips ChocoBix a chocolate flavoured biscuit by Cadbury Heavy brass torches by Eveready Micromax mobiles with 30-day battery back-up Godrej Chotu Kool

Levels of Product & Classification

With reference to mobile phones.

Classification: FMCG Durables Services Agricultural goods

Product decisions and strategies

Individual Product decisions Quality Features Design & Style Product line and mix decisions Product Lifecycle strategies

Product branding in rural markets

Colours Numbers Visuals Brand name Brand identity Brand image

Issues related to branding

Brand loyalty v/s Brand stickiness Fake brands Packaging Product warranty & after sales service

NPD in Rural Markets

Idea generation Concept testing Product development Market testing

Services concept

An innovative & socially responsible initiative

Global pharmaceutical company Novartis

addressing the unmet health needs of rural India. Beyond traditional medical representative route. Unmet need addressed is an accessible, affordable and high quality medical service. Gap found was: Private health care services are individual driven, expensive and unstructured. The government offers health services free of cost but over 70% rural people pay for health services.

Arogya Parivar
A rural healthcare delivery business model. Problems in healthcare for rural people were related to the 4 As. Novartis commissioned MART to understand the health needs, behaviour and attitude towards medicine in rural areas.

Solution

Arogya Parivar follows a decentralised model where the field force is in autonomous cells (250 cells in 2011), each covering a radius of apprx 35 kms. Each cell is managed by a supervisor, assisted by a few health educators who collaborate with local health professionals, pharmacy chains and NGOs to address the whole patient flow, including education, diagnosis, treatment, delivery, availability and accessibility of medicines.

Impact

The current reach of the project is 50 million people or 250 cells, covering 80-100 villages each, which is indicative of the models success to date.