Rural marketing

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Rural marketing

• An Analysis of the Detergent Market in Satara

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OVERVIEW

• Village Ganjwadi , Satara District
• Parali Village, Satara District
•  
• Objective To conduct an analysis
• of retail outlets , study
• consumer perceptions
• usage patterns of various
• detergent brands
• Product Category Detergents

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PROJECT DETAILS

• Brands Studied
• Nirma, Wheel, Ariel,
• Surf Excel, Ghadi, Rin,Tide,
• Local Brands (Komal)
• Target Segment
• Housewives, Retailers,Dhobi
• Income Bracket
• Daily Wage earners(Rs. 30- 200 per day), Sec C,
  C

• Psychographic Profile
• -Orthodox
• -Price Conscious
• -Not Brand Loyal
• -Influenced by Tradition(believe in the need to
  brush collars. cuffs and stains clean for mental
  satisfaction hence use both powder and cake)
• -Choices defined by Availability

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FINDINGS (RETAILERS)

• Scale (Sizes)
• Distribution System
• Product Stock (Brands Who, What, How)
• Promotions at POP
• Product Placement
•  Profit Margins

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FINDINGS (HOUSEWIVES)

• Buying Patterns
• Buying Considerations
• Media Reach

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INSIGHTS

• Why consumers buy (Budget, Cleanliness)
• Beliefs(Scrubbing)
• Availability of water
• Buying decision v/s Who buys
• 1 day 1 sachet 1 bar
• Retailers Issues (Incentives Branding)
• Advertising
• Direct Marketing

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SUGGESTIONS

• System of distribution
• Sales Targets for Retailers
• Painting tapris
• Distribute free brushes
• Workshops with retailers
• Promotions
• Sponsoring community
• activities

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CAMPAIGNS

• Washing kids clothes
• Collect wrappers and win a story book
• Booklet on Cleanliness
• Holi specific campaign promoting whitenessYatra
  promotions
• The Safedi Campaign
• Branding on the way to melas
• One sachet One Day

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PRESENTED BY GROUP 3

• SIMC, COMMUNICATION MANAGEMENT 2009
• Kamlesh Balasubramanian (14)
• Shrinkhla Narula(17)
• Vaishali Shah ( 79)
• Girija Naiksatam (84)