Rural

Marketing

JUGAAD

Group Members
Niranjan Chambawde

A8

Akshay Rathi

A49

Balakrishna Yadav

A61

Devendra Gupta

B12

Darshan Hazare

B14

Amarpreet Kohli

B23

Abhishek Satam

B40

Shafiq Shaikh

B42

Ajay Singh

B45

GHARKOOL

REASONS TO OPT FOR THE

PRODUCT
Cheap production cost
Hot and humid climatic conditions in some regions
Easy to operate
Long lasting effect
Potential to become the lowest priced cooler in India

COSTING
Cooling Box
Exhaust Fan(+Wire)
PVC
Switch
Profit
Selling Price

Rs.550/Rs.500/Rs.150/Rs.20/Rs.400/Rs.1620/-

4 P'S
Product: GHARKOOL
Price: Rs.1620/Place: Taluka(Electronic Shops)
Promotion: Wall Paintings
Print Ads (Local Newspapers)
Event Promotion at weddings

Porters Five Force Model

Bargaining power of buyer(low)

Buyers will find it difficult in switching to other competitors

products due to its existing low price and ease of use.

Bargaining power of supplier(low)

Cheap Raw material is the heart of product, suppliers may

take advantage of that

Threat of substitute(Low)
Consumers will be able to find a cheap and effective product
like Gharkool

Continued
Threat of new entrants(High)

Raw material cost disadvantage

No entry barriers
Profitability margin

Intensity of Competitive Rivalry(Low)

No major competitor
Highly differentiated product
Low exit barriers

STDP

Segmentation
Demographic: Middle Income
Psychographic: Trend Setters and Adopters
Geographic: Climate- Hot and Humid
Targeting
Concentrated Marketing
Positioning
Product Differentiation : Primitiveness & Affordability

Latur
OsmanIabad Latur

Azamgarh

Janpur

Distribution
Company
City
Distributor

Agency

Taluka
Village
Village
Village

Marketing Strategy
Paintings
A picture is worth thousand words. The message will be simple and
clean.
Rural people like the sight of bright colours, so accordingly we will
using this as our part of marketing strategy
Pictorial Advertisement
Advertisement placed in existing shops in rural areas and also where
it is more visible to the consumers
Demonstration
Demonstration to the consumers.

Thank You