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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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