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 ASHA ‡ Eveready launched LED Lanterns Rasoi Ghar

‡ Offer solution atTO TANGO farmer doorstep TWO to Kerosene Lanterns ‡‡ Substitute faced Rural People 2 problems for by HPCL ‡Health Drink ‡ Mobile Soil Testing Laboratory ‡ Priced betweento swift to Rs 450 200 gms Rs150  Resistance gms & ‡Rs 85 for 500briefed Rs 50 for ‡ >3000 farmers were ‡ ‡Airtel-Nokia Jodi Offer Cost 50 Paise Per Hour  Affordability ‡Added 4000 sub-distributers ‡ Create & Increase Buzz ‡ ‡Manufacturingof Rasoi Ghar Introduction & Distribution ‡ Ground level Campaign ‡Street Play by 4.5%  Increase footfall ,Movie screening for Promotion ‡ ‡From Gimme Red to Gimme LED 82% acceptance  600+ inquiry for brandAndhra Pradesh & Karnataka ‡Test Marketing ± M&M ‡ ‡Touched 3.2 million retailers Creating Strong Visibility ‡ Rs 3 per Half an Hour

5

‡ 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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