Presented By:

Mohd. Anas Rasheed- 14

Rituraj Beharwal- 47
MBA-M&S(2!-211"#Se$-B
A%ity Business S$hool(&oida"
A cceptability
A ffordability
Availability
Aw aree!!
Prod"ct Strate#ie!
Prod"ct !trate#ie! are ba!e! of $ A ! of R "ral
M ar%eti#
A'aila(ility

)*+ 'illa,es s-read o'er *.* %illion s../% #

742 %illion 0ndians %ay li'e in Rural Areas.

Poor state o1 roads 2 a ,reater $hallen,es to

send -rodu$ts to 1ar 1lun, 'illa,es.

Stron, distri(ution networ/ is solution

3o$a $ola- $entrali4ed distri(ution in ur(an areas wont wor/ in rural

areas 2 as ta/in, sto$/ dire$tly 1ro% (ottlin, -lant to retail stores
would (e $ostly- lon, distan$es to (e $o'ered .

5sed hu( and s-o/e %odel- 6ar,e distri(utors (7u(s"were a--ointed

and these hu(s a--ointed s%all distri(utors(S-o/es" in adjoinin,
areas.

8ehi$les used 1or trans-ortation were also $han,ed# lar,e tru$/s 1or
-lant to hu( and $o%%er$ial 'ehi$les 1ro% hu(s to s-o/es. (auto-
ri$/shaws# Bullo$/ 3arts and e'en (oats in (a$/waters o1 /erala".

9ull 6oad Su--lies were o11ered twi$e wee/ly a,ainst -ay%ent o1

de%and dra1ts to 7u(s 2 s-o/es then undertoo/ 1i:ed journey
-lans on a wee/ly (ase and su--lied a,ainst $ash.
& ottli# Plat RetailStore!
& ottli# Plat
' "b!
Spo%e!
R etailer! Retailer! Retailer!
C C IU rba A rea D i!trib"tio
C C IR"ralA rea D i!trib"tio
3ontd;.

766s Stron, <istri(ution Syste%- 5ses auto-ri$/shaws#

Bullo$/ 3arts and e'en (oats in (a$/waters o1 /erala.

6= ele$troni$s has set u- 4> area o11i$es and >! rural?re%ote

area o11i$es to $ater to these -otential %ar/ets.

3ad(ury:3ad(ury laun$hed 3ho$olate 1la'oured Bis$uits-

%others o-t 1or a11orda(le than e:-ensi'e.

A11orda(ility

6ow dis-osa(le in$o%e

<aily wa,e earners

Solution 2 S%all unit -a$/a,es

3ontd..

Sur'ey $ondu$ted in 21#3o/e * %l Bottle is shared (y two

-erson # $onsidered to (e -ri$ed hi,h at Rs.1#laun$hed 2 %l
(ottle at Rs.> # +@ o1 new drin/ers $o%e 1ro% rural %ar/et

=odrej 2 * (rands o1 $inthol # 1air,lowand ,odrejin > ,% -a$/

-ri$e at 4-> Rs.

766- li1e(ouy at Rs.2 1or > ,%.

3lose u- tooth-aste # 1air and lo'ely # -ara$hute oil in Re.1 -lasti$

sa$het with $a- # easy to use anyti%e

7<93 tied with non- ,o'ern%ental or,ani4ation o11ered

reasona(ly -ri$ed -oli$y under the na%e 609A # sold -oli$ies
worth Rs.*.> $rores
A$$e-ta(ility

3o%-any needs to -ro'ide -rodu$t

whi$h suits rural %ar/et

Rajdoot 22*-As$orts laun$hed-Rajdoot 22* Pri$ed BRs.***

to %eet the needs and e:-e$tations o1 rural %ar/et 2
tar,etin, 'arious %il/%ens

Sa%-ornaC8: 6= Ale$troni$s <e'elo- a set that would ha'e

on-s$reen dis-lays in the 'erna$ular lan,ua,es o1 7indi #
Ca%il and Ben,ali .Che lo,i$ (ehind it rural -eo-le
un1a%iliar with An,lish would still (e a(le to use the C8
without (ein, inti%idated.

3o$a 3ola -ro'ide - low $ost i$e(o:es # tin (o:es 1or new
outlets and ther%o$ol 1or seasonal outlets (e$ause o1
shorta,e o1 ele$tri$ity and la$/ o1 re1ri,erators

A'eready : 0t 1ound -lasti$ tor$hes 1or ur(an $onsu%ers ha'e

,ot no de%and in rural area# they -re1er hea'y (rass
tor$hes
Awareness

Dnly 41 -er $ent o1 the household ha'e a$$ess to C.8.

Dutin, is $on1ined 1or lo$al 1airs and 1esti'als.

3onsu%-tion o1 (randed -rodu$ts treated as a s-e$ial

treat or indul,en$e.

Cele'ision 'iewin, to state owned $hannels li/e

doordarshan .

Media -enetration is only >7@

3onsu%er a--re$iate (ri,ht $olours.

3ontd.

3o$a 3ola 5ses a $o%(ination o1 C.8.# $ine%a and

radio. 0t also uses (anners# -osters and all lo$al
1or%s o1 entertain%ents.

6= ele$troni$s used 8ans and road shows

Phili-s 0ndia uses Eall writin, and radio

ad'ertise%ents.

766 has its own or,ani4ed %edia and -ro%otional

e'ents are or,ani4ed (y sto$/iest.