Issues involved in Online

channel
• Identify the target segment
• Positioning
• Website development
– First impression
– Navigation
– Overall utility and interactiveness
• Supply chain system in place
• Overall service experience
 Some conclusions
• Internet is good for
– Service oriented products
– High value custom-built products
– Niche marketing
– Products with large drawn out purchase
process
– Products where trail is not important
• Internet acts as information provider &
helps in product evaluation
 Omni-channel
• Must for an Omni-channel
– Customer focused framework- information vs.
fulfillment BOPS
(Buy online
Traditional Online Retail pick up in
Offline Retail Plus showrooms store)
ROPO
Information
Delivered
(Research
Shopping and Pure Play E online,
Online Delivery Hybrid commerce purchase
offline –
reverse –
show
Pick up Fulfillment
Delivery rooming)
 Benefits of Omni-channel
• Access to data
• Trial generation- testing
• Initial controlled launch
• Better inventory management
• Better customer experience
• Higher offtake
• What you need :
– Data integration
– Better performance matrices
– Investment on technology
– Inventory management
Rural Marketing/Marketing to
the Bottom of the Pyramid
Sanjeev Varshney
 What is Rural
• Census of India Definition of an urban area:
• All statutory places with a municipality, corporation,
cantonment board or notified town area committee,
etc.
• A place satisfying the following three criteria
simultaneously:
i) a minimum population of 5,000;
ii) at least 75 per cent of male working population
engaged in non-agricultural pursuits; and
iii) a density of population of at least 400 per sq.
km. (1,000 per sq. mile).
Rest Everything is Rural
As per the Census of India 2001 there are 6,38,365 villages
in India including the uninhabited villages
 What is Rural
• Rural is a mindset
• Many people living in urban areas live with a
mindset of Rural.
• Similarly, many people living in rural areas are
quite affluent and live with a lifestyle of urban
• Therefore, it is important to identify rural from
altogether different perspective
 Challenges in Rural Market
• Spread and wide
• Lack of infrastructure
• Market structure
• Buying power of people
• Channel of communication
• Distribution structure