Rural Marketing- Acceptability for a product
18
-
Upload
priya-soni -
Category
Education
-
view
1.276 -
download
1
description
Each Company is making their way to Rural India. Most of them have studied the market and Analyzed the things over there and ready to fight at Rural India. There are some of the companies which have already written their success stories in Rural market. Companies like HUL, ITC, LG, Mahindra have given a new format for rural marketing. They have done a great job. So, the marketing is always have the difference in Urban and rural, which makes the companies to think over the Marketing mix. A series of pre-defined standards related to the performance of an individual product, service or system that enables someone to easily determine the capability to perform its function within an acceptable range.
Transcript of Rural Marketing- Acceptability for a product
Each Company is making their way to Rural India. Most of
them have studied the market and Analyzed the things over
there and ready to fight at Rural India. There are some of the
companies which have already written their success stories
in Rural market. Companies like HUL, ITC, LG, Mahindra
have given a new format for rural marketing. They have done
a great job. So, the marketing is always have the difference
in Urban and rural, which makes the companies to think over
the Marketing mix.
Introduction
Availability
Affordability
Acceptability
Awareness
4 A’s of Rural Marketing
What is Acceptability?
A series of pre-defined standards related to the performance of an individual product, service or system that enables someone to eas-ily determine the capability to perform its function within an acceptable range.
What is Acceptability?
The customer should think that they can buy the product by putting an extra money on that.
They should feel that the product is designed as per their needs.
It should deliver a great solution to the customer.
They should think that the product gives some value to them.
It should serve the purpose what they are planning to buy for.
The customer should feel the comfort with the product and there should not be any hesitation to go for it.
The customer should think that they can buy the product by putting an extra money on that.
Company: Tata Chemicals
Industry seg.: consumer goods
Product: Water Purifier
Description: Swach range of water purifiers promise pure drinking
water to the rural people at a very low cost of INR 999. It does not
require running water or electricity to provide harmless, bacteria-
free drinking water.
Tata Swach
Company: HUL
Industry seg.: FMCG
Product: Khushiyon ki Doli
Description: The multi-brand rural engagement module-
Khushiyon ki Doli- initiated by HUL, provides various personal
care and home care brands such as Wheel, Surf Excel, Fair &
Lovely, Sunsilk, Vim, Lifebuoy and Close Up.
The customer should feel that the product is designed as per their needs.
Khushiyon Ki Doli- HUL
Company: ITC
Industry seg.: Agriculture
Product: e-chopal
Description: An initiative by ITC, e-Choupal aims to em-
power farmers with up-to-date agricultural and marketing infor-
mation through access to internet and computers. The cam-
paign was launched in 2000 and targets to empower 10 million
farmers by 2012.
The product should deliver a great solution to the customer.
E-choupal by ITC
The customer should think that the product gives some value to them.
Company: Hero-Honda
Industry seg.: consumer durable
Product: Splendor
Description: Hero Honda Motors Ltd., a joint venture be-
tween India's Hero Group and Japan's Honda Motor Co., has
bet big on rural India by selling fuel-efficient motorcycles de-
signed for shallow pockets. The Splendor, costs US$ 800.
Hero Honda- Splendor
The product should serve the purpose what they are planning to buy for.
Company: Godrej & Boyce
Industry seg.: consumer durables
Product: ChotuKool Refrigerators
Description: Powered by battery, a perfect refrigerator for ru-
ral population. Does not require regular electricity supply unlike
the conventional models.
Godrej- ChotuKool
The customer should feel comfort with the product and there should not be any hesitation to go for it.
Company: Nokia
Industry seg.: Software
Product: Nokia Life Tool
Description: The mobile application, launched in June 2009,
empowers people to have access to agricultural, educational
and entertainment content.
Nokia Life Tools
Thank You
