Rural Relationship Marketing

1
Rural Relationship Marketing

• Product Category Soap
• Lifebuoy
• Hamam
• Breeze
• Cinthol

2
Rural Market Overview

• The rural market in India is not a separate
  entity in itself and it is highly influenced by
  the sociological and behavioral factors operating
  in the country
• 600,000 villages with 700 mn people
• gt50 of total GDP from rural India
•  68 of the villages in India are below the 1000
  Popln

3
Introduction to the Brands
4
Lifebuoy

• Launched as a health soap
• Now repositioned as a family soap
• New positioning statement Koi Dar Nahin

5
Hamam

• Initially positioned on Trust
• Now a beauty enhancing soap
• 9-10 of the Rs 4000 crore Indian soap market.

6
Breeze

• Fulfilling the aspirations of women in rural
  India
• Beauty at an affordable price'

7
Cinthol

• Only masculine soap brand available in the Indian
  market
• Market share of over 2 (Rs 80 crore - Rs 200
  crore)
•  Slogan " Don't Stop"

8
Insights from the survey

• From the consumers end
• Purchase decisions primarily driven by price
  considerations
• Second important factor Hygiene
• Brand loyalty for specific brands is very strong

9

• From the retailers end
• Non HUL brands offer better margins
• Non HUL brands have a better distribution network

10
Opportunities

• Poor transportation
• Lack of accessibility
• Lack of awareness
• Shifting loyalties

11
Strategy

• Lifebuoy
• Organize and sponsor events such as
• Sporting events
• Folk theatre
• Soap making competitions with incentives

12
Strategy contd

• Hamam
• Organise Sringar baithak- afternoon sessions
  where women would be trained on basic beauty care
  tips and how Hamam can be their companion in this
  hour.

13
Strategy contd

• Breeze
• Har panchayat ka hoga ab ek Breeze Ba Bahu aur
  Baby parivar
• Identify a Ba, Bahu and Baby in each panchayat
  to promote Breeze.
• Ba, Bahu and Baby to be advocates for Breeze

14
Strategy contd

• Cinthol
• Organise Kabbadi/Kushti championships across
  villages

15
Exhibits
16
Thank you
Group 18 Sumika Rajput (110) Ronita Mukerjee
(141) Shweta Sahai (106)