Rural Marketing Assignment CATEGORY: TYRES

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Rural Marketing AssignmentCATEGORY TYRES

• RAJALAKSHMI REGUNATHAN 127NILABH KUMAR JHA -
  139

DEEPIKA SINGH 125 PRIYADARSHINI KAMATH 126
PRESENTED BY
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MARKET POSITION

• MRF is regarded as the best-established tyre
  brand in the Indian market and is also regarded
  as the domestic price leader.
• Apollo Tyres, JK Industries, CEAT and MRF hold an
  undisputed claim of being a market leader in
  India.
• Companies such as Apollo Tyres, JK Industries or
  CEAT are strongly focused on the production of
  heavy commercial tyres, MRF has a more balanced
  array of products.

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COMPETITORS

• CEAT
• DUNLOP
• MRF
• APOLLO
• J K Tyres.

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USES IN THE RURAL SECTOR

• Heavy Vehicles Tractors, Trucks
• Light Motor Vehicles Jeep, Matadors, Share
  Autos
• Two Wheelers, Cycles.

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MAIN INFLUENCERS

• Mechanics
• Cycle shop owners
• People who own more than one vehicle out of
  experience of use opinion leaders
• Educated Youth Less in number more
  influential than others.

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POINT OF PURCHASE

• Garages
• City dealers/ retail outlets
• From urban areas - secondary purchase point.

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BRANDING/ADVERTISING FOR TYRES

• Not much visibility inside the villages/ bazaar
• Heard about in on radio/ television/ newspapers
• Strong word of mouth through influencers
• Wall paintings.

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FEATURES - IMPORTANCE

• Durability Non tube based tyres Roads are not
  pucca.
• Quality Buttoned tyres for absorbing the
  muddy plough lands, heat resistant, resistance to
  the nails, thickness of the tyres, longevity of
  tyres
• Price Low Priced
• Metro/ Diamond/ Shaktimaan/Bengal Tiger
  Cheaper, local brands
• High Priced but strong on durability So
  people did not mind paying esp heavy vehicle
  like tractors DUNLOP, CEAT, MRF, APOLLO.
• MRF AND DUNLOP more of popular of the two

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CUSTOMER NEED GAP ANALYSIS

• Need for low priced branded tyres especially
  DUNLOP, MRF because they are durable but at
  least Rs. 15 more than the rest.
• Visibility and accessibility in villages is less-
  lack of knowledge word of mouth depends on an
  individuals experience.
• Resoling of tyres done once in 2 years
  frequency of purchase is high.
• Tyres which are tubeless not saleable.

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CUSTOMER INSIGHTS

• Experienced based recommendations the
  influencers are biased.
• Ads alone do not make a difference.
• Knowledge about branded tyres is limited to the
  tyres that comes with the vehicle purchased no
  prior exposure.
• Demonstration and touch points required from
  client end.
• Margins/ Incentive for garage owners to be
  looked into.

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IDEAS FOR THE RURAL MARKET

• Create touch points with the garage owners give
  some margins to help spread good WOM
• Take into confidence people in villages who own
  many vehicles.
• Village heads/ Educates youths are important
  touch points.
• Demonstration personalized tyres acc to rural
  requirements educate the villagers on what to
  look out for when purchasing tyres.

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CONTINUED

• Educate and encourage the villagers to sell old
  tyres back to the company and provide small
  rebates on newer purchases.
• Villagers depend more on credit based purchases
  introduce financial schemes to create comfort
  factor.
• Affordable prices should be set to encourage
  spare tyre storage.
• CSR Come up with a school van idea a van
  coming to city for transportation/ goods
  fully branded . Scholarship programme for one
  child in the secondary school .

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CONTINUED

• Dealer development programme all dealers
  should identify one contact in each village who
  will the brand ambassador (WOM works).
• Brand Loyalty gifting cash prizes to villages
  six month/ per annum basis.
• Local small service station to service
  agriculture/ heavy vehicle needs and create the
  visibility for the tyres.
• Gift basic agricultural instruments/tips and
  create visibility for the tyres.
• Free servicing once in every six months for the
  top most influencer in the village

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CREATIVES

• IDEA 1 The dealer who wins the prize is made the
  brand ambassador for that period and put on a
  hoarding. The idea being that the villagers can
  associate with that person more readily than with
  any celebrity.

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IDEA 2
The concept behind these ideas are to create a
sense of belongingness with the brand so as to
increase the loyalty and recall.
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ON DUTY!
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THANK YOU!!