4p’s of RURAL MARKETING

GROUP MEMBERSGROUP MEMBERS

Savita Ahire M-2001 Prafulla Kapdoskar M-2013 Laxmipriya Apraj M-2002 Dipavali Tandel M-2051 Darshana Salgaonkar M-2045

PLACE MIX

A good place to begin is studying the mindset of your customers, so you can create a customized a plan of action.

contd….

Late 80’s- Quite popular in the southern markets.1990 – Major turning point in the life of the brandTargeted market1992- Endorsements to television media.

Contd…..

1993-

Expansion of product, nationally.

Large focus on rural market.Consumer demand from local

shopkeeper.

PHYSICAL DISTRIBUTION & CHANNEL MANAGEMENT

The various options in distribution in rural markets are as follows-

1. Rural marketing vehicle 2. Melas & Haats. Example - Haats in Tamil-Nadu.

PRAMOTION MIXPRAMOTION MIX

Promotion:

This refers to all the activities undertaken to make the product or service known to and preferred amongst the user and trade.

Innovative Radio AdvtInnovative Radio Advt.

Based on popular cinema dialogues supported the brand Quite different from others Endorsed by Southern cine stars like Khushboo, Manorama

& Charlie who are popular Annual advertising spends were in the region of about 2 lakh.

Retailer PromotionRetailer Promotion

A Chik Sachet free for every 15 empty sachets they get from the consumer.

Special gift if dealer sale more products Also give discount on bulk purchasing.

Mobile Beauty ParloursMobile Beauty Parlours

Aims to provide a complete brand experience by having hair stylists use Chik on volunteers

Distribute its Re.1 sachets as samples. Targeting Girls and women of rural area

Target Place : Colleges, market places and residential localities.

AdvertisingAdvertising

They advertised in local print and television Hired well qualified professionals to compete with the

competitors .“ The iconic Chik Girl in every Chik Shampoo” commercial-

possibility of soft and manageable hair.

Sponsored shows of Rajniknath’s filmsSponsored shows of Rajniknath’s films

Their advertisements in between, followed by live demonstrations Distributed free sachets among the audience after these shows. Worked wonders in rural Tamil Nadu and Andhra Pradesh.

After every show, their shampoo sales went up three to four times.

Conclusion

The move to enter the rural markets was highly successful for the company as the company achived a dramatic rise in the market share

Today the company is a 100 crore company and leads the rural market for shampoos in India. Also 65% of the total sales of the company come from the rural markets.