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Presented by:-
Parth Dave (13016)
Pavan Mangwani (13037)
Bhavesh Motiyani (13043)
Marketing to Rural Women :How Various Leading Brands Are Doing I
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Rural marketing can be define as a function
manages all activities involved in assessingstimulating and converting the purchasing p
of rural consumers into an effective demand
specific products and services to the people
rural areas to create satisfaction and a bette
standard of living and thereby achieving
organizational goals
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Because rural India offers to greatest hub to India marke
seeking growth for their production services with 73% of population and 12% of world population living in villages
In India--- 28 States
600000 villages 4 major religions
1650 ethnic group
15 major languages
1350 dialects
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Marketers has divided India into two uniform groups these a
India
Urban India Rural India
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Values
Usage patterns
Buying patterns
Comprehension of messages
Media usage and several other aspects
More value centric
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Women are an important target
group for marketing as they
represent half of the population.
They are even more important given
their emerging role in the buying
processes. Research shown that ifwomen are enthusiastic about a
product or brand, they advertise it
more as compared to men.
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Kelloggs,Frito-lay and Horlicks have understood the impowomen consumers and have launched products for them.
These are:
Special K launched by kolloggs
Frito-lay launched only in a womens world campaign
Glaxosmith k line launched women Horlicks
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A MacCann advertising stu
India says that the biggest struck the changing role of villages, and how women ba mind of her own and expopinion.
Various factors like increasto media, education and peand companies are influenrural women.
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Clinic Plus Dalda Oils
Fair & Lovely
Wheel
And also Strategies had done by
some companies likeProject Shakti by HUL tried to
make entrepreneurs to rural women.
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Clinic Plus has been one of the leading
shampoo brand in India.
As the urban FMCG markets in India weregetting saturated, Clinic Plus felt the need explore the rural market and entered thesouthern province of rural Tamil Nadu.
It was found that the penetration of shampwas 70% in rural areas as compares to thenational rural average of 30% in Tamil Nad
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Age : from youth to adult.
Gender: male and female both segment
Religion: all
Income: upper middle class and high end class.
Social grade : it is basically a premium brand catering tothe needs of high end class who want to
fulfil the desire of anti dandruff needs.
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CLEAR is a high quality range of shampoos which
were created keeping the following target audiencein mind:
Upper middle class.
Upper middle class and house wives
Upper class consumers
Teenagers Premium class and luxury class
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Clinic all clear has been positioned as the antidandruff shampoo to attract the youth towards
styling needs with male celebrity and endorser
has a strong tag line of: New Clear with Essen
Oils, guarantees Zero dandruff and leaves youhair feeling fabulous.
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To create dissonance against chic
and other low cost shampoos andintroduce Clinic Plus as the better
option.
To use the emotional connect of
mothers to strike a chord with theconsumers and ensure consumer
pull so that retailer stock in the
village.
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In small pockets of villages to achieve the
objective
The concept of an event: mother-daughter day
Award given to girls Clinic Plus Buddhimaan
Balika andClinic Plus Kalakar BalikaAward
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The heritage brand, Dalda has been existing in the Indian
market for its well-known Vanaspati variant since 1935. Considered asan alternative to ghee
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Growing awareness abo
eating, Vannaspati as a cdeclining and losing its m
refined oils.
There was no brand com
from Dalda for seven yealaunching Dalda in oils b
mammoth task, particula
perceptions of unhealthy
Vanaspati.
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Relaunch the mother brand Dalda into refined and filtered
North India- Punjab, Hariyana, UP, Bihar, Jharkhand and
Restore the vitality and goodwill of the brand by encashin
positive equities.
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Target audience : women
Age: 18 to 35 Years monthly Income: 10000
Secondary target audience was the trade channel which c
of the wholesalers, distributors and retailers. The key purc
and/or influencers were identified as the elders in the fam
husband
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To create awareness targeted to housewives Perfect Homemakers.
Health related articles in mass media, PR andoutdoor were used to influence the trade.
Below the line (BTL) activities of mobilekitchens, collapsible Kiosks, banners, posters,brochures etc.
Home to home contact programs.
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Hindustan unileversfair&lovely is the leading skin- lighten
for women in India. Hindustan unilever proudly states fair & lovely as the worl
fairness cream,
it redefines the route to fairness with an advance multi-vi
fairness nourishment formula.
Triple sunscreen system-protects from the suns darkeninUVB rays.
Allantoin-activates the FAL vitamin system to give girls an
radiant fairness
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Educate consumer about the affordability and usage proc
the product to caution the consumer about the fakes to gacustomer base.
Customer targeted were teenage girls, young brides and
mothers.
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Girl with dark skin tone were chosen and the process of uFair & Lovely was publicly explained and they were given
which would last for six months.
In the second phase exhibition of all handicrafts, embroid
made by the women over one and half months were orga
This created lot of goodwill for the brand and gave the wo
much needed appreciation.
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Communicate and demonstrate
brand superiority Build awareness and imagery for
the brand in the absence of other
India.
Build Equity around the emotional
benefit of smart housewives choice Drive large scale trial among rural
consumers.
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