Introduction to MART Strategic Implimentation Team

8/8/2019 Introduction to MART Strategic Implimentation Team

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MART

Comprehensive Rural Marketing Solutions

Introduction to pilot implementation team


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Profile

Indias leading Rural Consultancy Firm, workingboth in Corporate and Development sectors

Provide end to end solutions

Corporate to community

Create and disseminate knowledge

Innovate new approaches

45 professionals, offices in 4 states


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Our Services

RESEARCH

STRATEGY

PILOTING

SCALE UP

TRAINING

Qualitative & Quantitative

Develop marketing strategies on product development,last mile distribution, below the line communication

Apply Strategy in Contained Geography to test relevanceand effectiveness

Scale up Strategy based on learning from pilot &Handhold client for scale up implementation

Rural Sensitization


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Capability in Implementation

Conducts Pilots Concept test product prototypes

Market test product prototypes

Marketing concepts

Distribution

Promotion

Scale up of sustainable models

Last Mile Distribution

Communication using Innovative Promotion platforms

Marketing mix model (s)


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MARTs

Implementation CapabilityDeveloping a Concept Pilot Developing Model Scale Up

Rasoi Ghar

HPCL


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HP Gas

Negligible penetration inrural markets

Affordability an issueHigh connection cost of14.2kg cylinder Rs2000

High recurring cost Rs300

Availability

Not available at consumerdoorstep

additional transport cost ascarrying big cylinder onbicycle inconvenient

Myths about cylinder burst

& taste of food

New Product

14.2 kg Rs2K

5kg Rs0.8K

Rs95(affordable)

Dealer to set upext. counters inlarge villages

Awarenesscreation for 5 kgthrough haatpromotion

C

ost

Cap

Cost

Quali/QuantiResearch StrategyCompanyobjective

Identify newmarkets for LPG

as urbanmarkets gettingsaturated

Assessacceptance ofexistingproduct


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HP Gas


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Scale UpA NewConcept

HP Gas

3 states; 1 districteach

Created awarenessof 5Kg, in 30 haats

30 extensioncounters opened

Barrier topurchase as mythscontinued

Important tomake potentialconsumersexperiencebenefits & safetybefore having to

invest in newconnection

Evolvedconcept of use& pay

CommunityKitchen toovercome myths& avoid risk ofinvesting inconnection

PPP model with

SHGs, Panchayat& HP

1500 kitchensin UP, MP,Orissa

established;10K planned

Dealerscontinue toopen morestocking points

in villages

Pilot Inputs

This model won the RMAAI Gold Medal and Special Jury Award,

2005 for best long term rural initiative in India


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HP Gas


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Developing a Biomass Stove

Shell Foundation

MARTs

Implementation CapabilityDeveloping a Product Concept Prototype testing Product Launch


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ProductConcept

Shell Foundation

Reduce indoor air

pollution in homes in

Tamil Nadu &

Karnataka

LPG is only clean fuel in rural but limited

availability

Major cooking fuel is biomass

But biomass generates smoke causing health

problems

food varies and also the size of utensils

Different types of cooking stoves used for

cooking

wide variety of food

many sizes of utensils depending on family

single burner in one state & double in other

Need for a low

smoke emitting

biomass stove

should be

portable

Appropriate for

different size of

cooking vessels

Should not cost

more than $5

Companyobjective

Quali Research


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Shell Foundation


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Commercial-ization

Shell Foundation

Multiple

prototype designs

Placement with

potential customer

segments

Continuous

feedback on each

stove type and

also a comparison

between

prototypes

Steel body was more acceptable

over refractory

Stove height reduced for floor

cooking

Fuel space needed adjustment

Value for money perception was

raised. Pricing was recommended at

$10-$12

Communication cues for the new

product were identified

Potential channel

partners identified

Brand name tested

Communi-cation

materials tested

Supported on

product launch and

handholding

PrototypeTesting

Inputs forNew ProductPrototypeDevelopment

Locate

potential local

manufacturer

Provide inputs

to stove designer

to develop

prototypes


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Shell Foundation


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LAST MILE DISTRIBUTION

MARTs

Implementation CapabilityDeveloping a Concept Pilot Developing Model Scale Up


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PROJECT SHAKTI

Innovative model using the women from SHG groups


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Hindustan Unilever

Hindustan Unilever Limited (HUL) is India'slargest fast moving consumer goods company

Has a wide range of Home & Personal Careproducts and Foods & Beverages

Combined Turnover of $ 3.8 billion.

Home & Personal CarePersonal Wash

Fabric Wash

Home Care

Oral Care

Skin Care

Hair Care

Deodorants & Talc's

Color Cosmetics

FoodsTea

Coffee

Branded Staples

Culinary Products

Ice Creams

Modern Foods ranges

Project ShaktiWomen's Empowerment


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Combined IDCIndirect Coverage

5000+ pop villages

Shakti

1000

2000 pop villages

Streamline

2000

5000 pop villages

Accessibility

Turnover / market

Low

High

High

Low

HUL Rural Coverage Strategy



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Star Seller

Star Sellers take reach beyond motorable roads

RuralDistributor

(RD)

Coverage Process

Star Seller

Star Seller



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Concept

Unilever wanted to penetrate deeper to 1,000 to2,000 pop villagesexisting distribution modelunviable

Self Help Group women members were looking formore sustainable business opportunities in small

village markets



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Process

Business concept explained to the group women

Women get consent from family and husband

Entrepreneurial women selected and appointed

Women trained on prices, discounts, buying, selling,brand communication etc



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Project Shakti

MARTs roleConceptualization,

Pilot, national rollout

Identification &selection of potential

Shakti dealersCapacity Building of

Shakti dealer tobecomeentrepreneurs

Arranging financefrom banks

Link to HLLdistribution network


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Shakti Vision

Shakti 2005-2006 15000 Shakti Entrepreneurs

50000 villages

10 Million Consumers

Turnover 128 Crore

Shakti 2008

30,000 Shakti Entrepreneurs

100,000 villages

100 million consumer


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Developing Low Cost distributionModel


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Reaching The Last Mile

MARTs modelReach the last mile with educated unemployed rural

male youth

Recruit class 10+, rural youth (18-30 age) with skills in

communication and community mobilization

Build their skills in product and brand communication(customized to company)

Build their skills in salesmanship

Deploy them to take corporate brands into the hinterland

and rural households.


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The Model

Trained volunteer isprovided a branded bicycle,umbrella and a box to carryready stocks.

He wears a branded T-shirtand a cap

Route Plans, PJPs andJCs are developed for himto cover uncovered markets

He is attached to the ruraldistributor from where hepicks up stock on cash-n-carry.


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The Model

Market coverage

Daily visit to uncovered

areas (> or < 2000 pop

strata)

Retailers in 4 villages

or 1 haat and 2 villages in

a day

Covers villages within

10km radius from own

village Retailer sale at trade

margins and haat sale

at price close to MRP


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The Model

Communication

Focuses on Brand

Recognition to fight

menace of spurious

Communicates Brand

benefits Puts banners, posters

etc


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Results

Coverage of 4 Haats every week

30 villages

Average daily sale Rs 700/ youth

Monthly income Rs 3,000/youth Nominal cost to company

Starting at Rs1500/-youth/ month on a reducing scale,

finally Rs 900


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Project Arogya

Rural population unaware of health

issues arising out of mal nutrition,

infection and allergy

Recovery of ailment is consideredeffective as soon as the patient feels

better and can go back to work. Most of

the time do not complete the dose

Health service providers in villages

restricted to RMP and government

appointed nurse.

Quality health services, both public

and private, available in block town

identified the ailments

for which the company

had products and wanted

to gain a larger marketNutrition for mother & child,

TB, allergies were prioritized

Need to associate with

qualified doctors in semi-

urban

Need to build awareness

about timely and complete

treatment among people

Quali& QuantiResearch StrategyCompanyobjective

Understand the

awareness of

identified ailments,

health issues andrelated pain points in

accessing health

services

Assess the reach of

the company brands


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Project Arogya


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Below the Line Communication

MARTs

Implementation CapabilityInnovation in Communication Platform Pilot Scale Up


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Rural Promotion : Marico

Parachute: Fighting Loose Coconut Oil in Haats

Problem: Rural markets in Maharastra sold loose coconut oil and

lookalikes of Parachute. Price Rs 6 vs Rs 10 per 100 gms

Solution Recommended: To counter competition from loose oil,

MART suggested promoting Parachute pouch packing of 6ml, 20ml,

50ml and 100ml in haats.Action: MART piloted promotion in 4 haats in 2 districts in

Maharastra. Participation strategy was 3 consecutive outings

1st week for awareness generation

2nd for sales promotion and

3rd for sales linkages with haat sellers

Result: Parachute sale jumped from Rs 500 per haat to Rs 3000

over three weeks


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RURAL PROMOTION: TATA SHAKTI

Promotion of Corrugated Roofing Tin Sheets

Campaign objective

educate consumer on brand promise of TATA

Identification of genuine brand

Build brand salience in a category which was generic (no brand

differentiation)

Haats & mandis were identified for below the line activities

Pilot was conducted at 30 locations, to test the promotion strategy & make

refinements in participation methodology

Campaign in 6000 rural locations spread across 11 states, rolled out within 4

months. 80% locations covered were haats.

Successful roll out for 4 successive years

Company had assessed 37% growth in sales in financial year 2004-05 due to the

campaign


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RURAL PROMOTION: TATA SHAKTI


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Our Clients-Corporate

We work with severalFortune 500

and largeIndian companies


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Our ClientsDevelopment

We work with the development agencies
http://www.alertnet.org/redir/mem_out_aaindia/http:/actionaidindia.orghttp://www.oxfam.org.uk/http://www.dfid.gov.uk/

Introduction to MART Strategic Implimentation Team

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