Short Assignment 1

Team No 6
1. B20195205 Baishakhi Singha Roy
2. M20191508 Anjali Singh
3. M20191533 Prasad Jangam
4. 20191018 Anvesh Jaiwant
5. 20191034 Dikshu_Surana
6. M20191519 Dheeraj_Thappa
7. B20195012 Ishan_Nayak
8. B20195017 Akshita_Kaushal
9. M20191556 Vandana Hirwani
Solution 1)
Segmentation of markets-
 Demographics- Age- 12-16, 17-21, 21 and above
o Gender- Male/Female/Others
o Income- Upper-middle class to high middle class (in between
30,000 to 50,000 monthly basis)
o Occupation- All sectors
o Marital status- Single/Married/Unmarried
o Family size- All
o Education level- class 6 and above
o Religion-All
 As Madhubani is a village area so the rural population is high as
compared to urban so there premium courses fee will be slightly
higher so that it can balance the franchise,cost of the study material,
teachers and owners cost where it will be targeting the upper middle
and higher middle class.
 All the students as well as job holders can acquire knowledge on the
various segments like basics of C,C++ programming and many more
on the basis of age group which it would help them to educate
themselves and generate awareness about the institution.
 The institution help them to build their career as well as personality
development by giving them knowledge with various payment
methods as well as discounts and offers under different categories
like for girl children they will get 10% discount and they will
provide laptops to all on the basis of no cost EMI for better
development. As in this pandemic situation they can use it as learn
from home and it will be helpful for them to some basic extend for
their source of income.
 We can position our brand with ' Learn and Earn' so that the people
can earn side by side while learning this course.
 Flexible fees structure and detailed study material in Maithli,
Bhojpuri and hindi.
 We can organise various workshop in different schools and colleges
on behalf of us for the source of income.
  We will be providing different circular for all if they spread
awareness about our institution they will get 10% off on the next
payment of the monthly fees they are paying in the institution.
 The top students successful story will took our position at a higher
level of professionalism for the purpose of branding and advertising.

Growth Strategy for Chandan Computer Pvt. Ltd. Classes

 Competition Mapping: - SWOT analysis of the new computer
classes identifying what is there strategy and see what are they
offering as compared our program, this will help in modifying the
curriculum of our program so, that we can give close competition to
them, we also need to see what is marketing strategy they have used
in nearby village and what is the response of target audience.

 Promoting the Local Certified Teacher’s:- Our company should

promote that our teacher are from the same city and will have
personal touch while teaching also they are certified teachers who
has gone through training and selection procedure.

 Promote the stories of successful Students:- Create awareness about

the successful students who has studied in our classes in order to
create an aspiration in the mind of target audience that if they study
with us they will also of successful as the other successful .

 Promote Word of Mouth:- As word of mouth is the most effective

way of promoting any product in the rural market it might help in
capturing the share we can also record video of students who are
taking classes with us wherein they will be sharing their experience
with of the classes (only positive one) these video can be shared on
WhatsApp with the potential client.

 Use of Local Language: - We can use local language as our USP and
because of the majority of the target audience speaking Hindi or
Local language we will be able to more target more people.
 Give Laptop along with Course on no cost EMI :- We can contact
laptop vendor who can provide laptop at low cost in bulk and also
use local co-operative banks to give no cost EMI options for 3&6
months cost of the bank interest payment can be covered in the
course fees.

 Urgency Creation: - create urgency in the mind of current prospect

by saying that offer will expire soon and limited seats are available
to make prospect enrol before the competition enters the local
market.

Solution 2)
SURF
• Surf Excel is one the premium brands in India when it comes
to detergent.
• It is detergent powder designed especially for washing
machines as it has a low lather formula. Surf excel has grown
by promoting as it is so good at cleaning, you don’t have to
worry anymore about dirt, and you should offer your kids the
 free will and get experience by engaging with life to grow and
self-development.
• But when it comes to rural market Surf has failed to compete
with Ghadi Detergent.
• Even if Surf is available at affordable pricings like Rs 5 , Rs
10 it failed to attract people in rural.
• Ghadi detergent positioned itself as an example of the small-
town entrepreneurial success story. Various ads were floated
in rural areas reflecting the struggle of small town
entrepreneur. This led to being a market leader in rural
segment in detergent category.
• Lucrative Margins to the Suppliers: Compared to competitors
who provided a 5% profit margin, Ghadi detergent provided a
profit margin of 6-7% to its wholesale and stock-keepers. This
enabled Ghadi to have a loyal and stronger dealer base to push
sales while keeping its prices low
• Surf excel should have done following to position themselves
successfully.
• Keeping in mind the rural life style they could have come up
with a different product design
• Conventional media approach could be the key in forging
relationships and loyalty with rural consumers. Various
product awareness programs can be carried out through vans.
• In the rural areas, occasions and festival are highly valued and
celebrated. Therefore, companies make use of these special
events to attract rural consumers by giving them various offers
and discounts.
• Rural retailers are the most significant medium of sales in the
village. The HUL could have come up with cash discounts,
gift schemes, offers and quantity discounts to build the loyalty
of such retailers towards the brand and increase product sales.
• In rural areas, local markets exist in the form of fares, farmers’
market, Sunday market and feeder market. Here, rural people
gather to buy goods and communicate with each other. So
HUL should target those fares to promote Surf with affordable
pricing schemes likes Rs 1, 2, 4 sachets.
HORLICKS
• Horlicks launched Horlicks Asha which is uniquely for rural
people which have diverse supplement need as a result of their
dietary habits and work design in research directed by the
organization,.
• India, distributed around 75,000 Asha from Horlicks tests for
an undisclosed expense by means of 16 of its branches across
Andhra Pradesh.
• An alternate distribution and advertising method permitting
admittance to the brand at a low cost and that gives the brand a
way to get into more modest sources.
• For the item accessible in rural region they added 4000 sub
merchant and 5000 existing wholesalers in modest community.
• They additionally tied up with microfinance group where they
can discuss Horlicks Asha and visit schools for sent their
messages and even do customary brand building.

Reasons for failure in Horlicks to create a unique positioning in rural

market:
 Horlicks Asha, for the lower part of-the-pyramid (Bop) crowd, has
failed to make a mark and is being removed. Essentially, Horlicks'
foray into chilled/seasoned milk, a year back, came a cropper and
has been ended.
 Chilled milk, then again, represented another big challenge for GSK.
The class itself has not managed out how to take off in India.
Players, for example, Nestle and Britannia, which explored different
avenues regarding it, have not had a lot of achievement all things
considered. Amul's Kool also has not made a lot of progress.
 Horlicks Asha caused dissonance in the mind of Bop customers,
admits an insider. "They considered it to be a stripped-down version
of Horlicks, evaluated lower and that was not adequate to them.
 The lack of awareness among rural mothers about health drinks is a
challenge. "Having accomplished the correct product at right value,
we do confront the undeniable challenge of taking the message
(awareness) and the product (accessibility) to the rural consumers.
 Regular Horlicks costs rs 135 yet Horlicks Asha costs at rs 85 for
500gm that can't be utilized for a month.
Horlicks should have done following to position themselves
successfully:
 CSR movement ought to do by Horlicks like Donating free shirt of
Asha Horlicks and sample in the provincial zone.
 We can conduct a program in school like sehat ka sipahi (the
wellbeing program) where student become health messenger and
spread awareness.
 To build awareness through van initiation, road plays and tying up
with MFIs - separated from the more traditional broad
communications.
 Providing free examples in schools and make the mothers aware
about the product that nutrients and nourishment are important for
the development of youngster.

 The organization can expect its smaller quantity packaging at a

lower cost would assist it with entering the rural markets. The
wellbeing drink offering begins at a Rs 5 sachets, which has 18
grams with regards to Horlicks pack and 15 grams with regards to
the organization's chocolate wellbeing drink Boost. These parcel
sizes will make the items moderate to the lower fragment of the
populace.
 Appointing the micro distributor of each village so that product is
available in village
 A mother workshop should be possible in Public wellbeing
organizations (Anganwaadis) this make a plan to deal with herself
and their unborn child.

Manforce
 India is still ranked as one of the fast-developing countries.
Despite the economic and technological advancements, sexual
discourse in the country is yet to witness a significant evolution.
From education in school to conversations at home, the country in
 a sense continues to avoid addressing these sensitive issues.
Although the Urban culture is accepting change, it’s a long way
for Rural India. Still today in some rural pockets of the nation,
topics like condom are considered 'impure' and 'grubby'.
 In Rural India the condom penetration is extremely low, with a
mere four percent usage rate. The rural market is still small in
India and contributes to about 27 per cent of the 1073 crore
condom market in India as per a Nielsen report.
 Out of the mere usage population, it has been found that people
are using local and other brands as compared to the urban
population. Values show that the sale of manforce in rural areas
are 0.2% the amount sold in urban sectors. Moreover, retailers
often take advantage of the consumer discomfort and display
brands that allow them good margins, which in most cases are
local companies.
For successful promotions:
 Creating awareness about the product with the help of campaigns
which would help people understand the requirement of the
products.
 Selling products with a different packaging that would help the
product create a different mind-set. For example the product can
be marketed as something that stops the family from growing in
numbers. It can attract people as money is a constraint in most
rural households.
 By giving extra advantages to retailers as they are the focal point
of customer manipulation in the rural sectors.
 Sales through modern trade outlets and the digital media are
increasing every day in rural India. The good news for brands like
manforce to establish themselves in the rural market which is
growing. People’s mentalities are changing to quality products
rather than settling down with basic low value cheap goods. But
that is not enough. It’s the perfect time for these companies to
build their hold in the market.