Professional Documents
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4Ps in Rural Markets: Session - Iii Xavier Institute of Management, Bhubaneswar
4Ps in Rural Markets: Session - Iii Xavier Institute of Management, Bhubaneswar
SESSION – III
Place Availability
Promotion Awareness
CORE BENEFIT
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
Cont’d
Idea Screening •Selectthe most promising ideas and drop those with only limited potential. Study the
needs and wants of potential buyers, the environment and competition.
Concept Testing •Describeor show product concepts and their benefits to potential customers and
determine their responses. Identify and drop poor product concepts. Gather useful
information from product development and its marketing personnel.
Business Analysis •Assessthe product’s potential profitability and suitability for the market-place. Examine
the company’s research, development, and production capabilities. Ascertain the
requirements and availability of funds for development and commercialisation. Project
ROI.
Product Development •Determine technical and economic feasibility to produce the product. Convert the
product idea into a prototype. Develop and test various marketing mix elements.
Test Marketing •Conductmarket testing. Determine target customers’ Reactions. Measure its sales
performance. Identify Weaknesses in product or marketing mix.
Commercialisation •Make necessary cash outlay for production facilities. Produce and market the product in
the target market and effectively communicate its benefits.
FMCG Consumption Trends
Source: A.C Nielsen Retail Audit, MAT, July -2004 & ORG- MARG Retail
Consumer Panel, 2001
Rural Durable Usage Trends
urban
Colour TVs 48/1000 HH in rural Vs 304/1000HH in urban
Packaging
aesthetics
Example: Chik Sampoo
Corporate Responses to Fakes
Package Development
Fakes: Some Examples
Cont’d
Pricing
Issues in Pricing
Poor connectivity
Melas Haat
Advertising
promotion
Close of Session
Thank You