RURAL MARKETING

Introduction
Brand name:Raaja Buland Year of launch:2012 Manufactured units:1. 2. Domestic market: 1. Punjab 2.tamil nadu Expected sales target(2012): 3000035000units

COMPANY PROFILE
Company Name RAAJA Products 2 wheelers , cycles , mopeds , trolleys , carrier makers mission Excel and increase profits by creating a huge market share in the rural markets and semi-urban areas

Why two-wheelers
1. strong volume growth over the last two-years, having grown by 25% in 2009-10 and 27% in 2010-11 to reach 13.3 million units 2. Under-penetrated market as compared to other emerging markets 3. Favourable demographic profile to continue to feed the consumption cycle 4. Replacement demand to be a key contributor to 2W industry volumes going forward

5. A number of setbacks for big players. 6. Availability of finance no longer critical for sales culmination 7. A 2W remains amongst the most economical modes of commuting 8. Executive segment remains the largest volume generator for the 2W industry 9. Exports offer strong growth opportunity

PRODUCT
Product Type 2 wheeler bike Product Name Raaja Buland Product Price 52 56 thousand ex-showroom Target Markets Punjab and South India Target Consumers Farmers , rural areas people , middle income class people , commuters , working class , laborers , milkman , scrap dealers , retailers , shopkeepers , rural youngsters

Product Features
1. 2. 3. 4. 5. 6. 150cc bike Ground Clearance of 184mm Fuel tank capacity of 16 liters Hard Shock-absorbers mileage 55 - 60 km/per liter Available in different colors : black red navy blue Silver gold

Why rural people should buy our product

High fuel capacity high performing bike Powerful Higher ground clearance Fuel efficient Color options spacious

Our Bike

Stand out benefits

A seat 25 cm longer then the normal bikes making it easier for 3 mid size Indian men to sit. Comes with small hook which can be used to pass a rope in order to tie the goods or luggage by the person travelling on it . This rope comes absolutely free of cost. Comes with a luggage carrier which can be attached and removed on the persons by himself on his choice which can take up extra luggage and capacity of an overall of 22 kg

Luggage Carrier can sustain an extra weight of 16 kg on its sides a small compartment on top can take weight up to 6 kg It is detachable Even with the luggage carrier 3 people can sit comfortable
Up box holder

Side holders

3 average indian men sitting comfortable on our bike. You can see the last person is seeing that there is still a little place to move.

Table 4: Age Profile of 2W in India Motorcycles

Scooters

Mopeds

Total

> 10 years^

11%

42%

55%

22%

6-10 years

34%

23%

19%

30%

0-5 years

55%

35%

27%

48%

Total

100%

100%

100%

100

Pricing strategy
50 52 thousand ex-showroom 10% margin. Credit facilities Discount Special offers throughout the year for 1st 3 years Available at special price for 1st 200 customers-46000 in each state.

Distribution strategy
Satellite dealerships along with service facilities in the neighbouring smaller towns Appointment of dealers Manufacturer-retailer-ultimate consumer. Coverage of villages with population of 2000 and above E- marketing Availability via garage, service centers etc.

Promotion strategy
Traditional strategy Wall paintings Advertisement in local newspaper, T.V Audio visual vans Display outside garage, petrol pumps. Display near weekly bazaar. Sale in melas.

Promotion strategy
Unique strategy: Sponsoring events like langar during guru nanak jayanti, Lori, pongal. Free one month trial to opinion leaders like the sarpanch. Display outside retail shops. Organizing race competition like family race, solo race. Educating them about factors which they should consider before buying any bike through demonstrations, group meetings Appointing only locals as dealers, salesman, etc.

Segmentation
For the entire company markets: Geographic segmentation
India

north

south

Punjab

Tamil nadu

Karnataka Andhra Pradesh

 For state level:

 For village level

Literacy level age

Demographic segmentation

Income level

targeting
1 product -1bike 2 product-2( variety) Please make a table for it like in marketing mihir