MARTComprehensive End to End

Solutions in Emerging Markets

MARTA-32, First Floor, Sector – 17, Noida

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ContentsLayout of Presentation

MARTComprehensive End to End Solution in Emerging Markets

MARTA Brief Profile

• Established in 1993 MART has emerged as India’s leading Emerging Markets Consultancy Firm

• Unique organization working both in Corporate and Social sectors

• We provide end to end solutions

• Team of 50 professionals having all India presence

Healthcare Agribusiness

TelecomBanking & Finance

Livelihoods

FMCG & Durables

Core Sectors of WorkAreas In Which We are Working

ResearchDiagnosis of Business Problem through user

centric method.

StrategyDeveloping 4 Ps strategy for Effective

Decision Making

PilotingDemonstration of strategy through incubation

in contained geography

Scale UpStrategic implementation in large geography

evolving sustainable business models

Training Rural Sensitisation, Capacity building and

Handholding

Our Services PortfolioDescribing Our Work Flow

Our Research ToolsUnderstanding the Rural Audience

User CentricNew Approach in Rural

• Market Research Rural respondents being less literate cannot respond to

numeric measurement scales used in urban research They display strong association with colors/visuals MART has developed a set of appropriate research tools

and techniques (PRA) to induce community participation and accuracy of responses

Resource Map

Leads to understanding

profile of consumer & community behaviour…

availability of commercial and social

infrastructure…

...highlighting need gaps…

therefore opportunities

PRA Tool ApplicationThe Activity Clock

Maps the economic &

social activities in daily life…

identifies time window available

for communicating with consumer

Understanding linkages

with service provider & quality of access…mapping

perceptions …identifying need gaps

PRA Tool ApplicationThe Needs Assessment Tree

Research ToolsApplication of Dyad & Triad

• Rural life revolves around community which influences the individuals buying decisions. For a high involvement product, several persons can be involved– Initiator– Influencer– Decider– Buyer– User

• Thus in-depth interview of an individual does not capture buying process fully.

• To understand the buying ecosystem and roles of different people, Dyad, Triad or a mini group is necessary

Research AreasWhere Do We Focus

• Knowledge, usage, attitude and practices• Consumer behavior • Product development• Brand study• Demand estimation• Rural distribution • Testing communication materials • Impact Study

Research AssignmentsDescription of key assignments in the research area

Intel, USEthnographic Research

• Objectives– Technology with relevant solution for the consumer.– Need to scan rural environment to identify need gaps

and pain points and opportunities

• Research Methodology– Ethnography Study– Live in the rural environment – Observe daily life of men, women and children– Study associations, aspirations, attitude, interest and

opinions

• Opportunities Identified– Education, Health and Entertainment

John DeereOpportunity Mapping

• Objectives– John Deere worldwide operated in over 50HP category and in India sub

35 HP contributes the major market.– Understanding purchase behavior of sub 35HP tractor owners in North

India– Understanding the marketing mix to be used for such a segment.– To assess the opportunity to enter this segment with a new product.

• Research Methodology– Qualitative Study using PRA – Live in the rural environment – Study associations, aspirations, attitude, interest and opinions– Followed by Quantitative Study

• Outcomes– Opportunity of sub 35 HP tractors– Marketing Mix

Tata IndicomConsumer Needs Assessment

• Objectives– Tata Indicom wished to enter the rural market with specific

telecom products and services.– For this purpose Tata Indicom wanted to understand the

needs of the consumers in rural

• Research Methodology– Qualitative assessment of different consumer segments– Slice of Life observations – need for communications– Associations, aspirations, attitude, interest and opinions

• Outcomes– Parameters for designing a rural product– Modes and means of reaching communication across through

specific platforms

Our Esteemed Client ListDescription of the clients that we have been working

Our Esteemed ClientsCorporate Sector

Our Esteemed ClientsDevelopment Sector

Curriculum VitaeProfile of key personnel

Pradeep Kashyap is an engineer from BITS Pilani with a PG Diploma in Business Management. He worked for 17 years with MNCs. His last corporate assignment was in 1987 as Head of Marketing of Denso India, part of the world’s largest auto ancillary.

He started MART in 1993 which has emerged as India’s leading rural marketing and livelihoods promotion consultancy organisation. He has been Marketing Advisor to Ministry of Rural Development and has served on PMO and Chief Minister Committees on rural development. He was Chairman of KVIC marketing committee and a member of NABARD, SIDBI and CAPART national marketing committees. He is a World Bank and United Nations consultant.

He started the highly successful ‘Gramshree melas’ for sale of rural products in cities. 300 such melas have been held in 60 cities benefiting 1,00,000 poor women. MART has also pioneered the 3M micro enterprise model, the most comprehensive approach for large scale employment generation in rural areas using the micro-finance route. 3M has been approved by NABARD, governments of A P, M P, Rajasthan, Tamil Nadu and Orissa and CARE India.

He co-created Project Shakti with Hindustan Lever to appoint women micro entrepreneurs among SHGs as company dealers. 13,000 women in 12 states have benefited and each of them earns Rs 1,000 per month as profit from this business.

He has pioneered another low cost, last mile rural distribution model using village volunteers on bicycles for Colgate, Godrej, Eveready, Heinz and others.

He has led the MART team to develop rural market entry strategy for MNCs and large corporates such as GSK (Horlicks), Airtel, Microsoft, Goodlass Nerolac and others

SPECIAL INTERESTSAn acknowledged authority on rural marketing Pradeep kashyap is a recipient of the Jamnalal Bajaj Endowment Award for his outstanding contribution. He is called the father of rural marketing by industry experts. He has authored the most definitive ‘Rural Marketing Book’ for students and practitioners alike. His marketing career spans 37 years. He is a sought after visiting faculty at several premier management schools. He is recognized as a thought leader and is a regular speaker at CEO forums.

PROJECTS: Some of the path breaking Projects

PRADEEP KASHYAPB.E., PGDM Marketing

After completing his Management degree in 1992 and a brief stint in advertising space marketing , Saroj joined Brooke Bond Lipton India Ltd , in the Oil & Dairy Foods Division, as Technical Sales Executive. He worked in distribution, sales and marketing. In 1999, he joined MART as a marketing consultant undertaking research and consulting assignments. The experience of understanding the business environment, consumer behavior and developing innovative strategies to meet market needs was instrumental in further developing understanding of rural sector as a whole. He has since been involved in developing innovative rural research tools and methodologies in the team.

SPECIAL INTERESTS

Saroj has deep insights into the rural consumer behavior. His interests are to understand the consumer in the low income high volumes markets or the ‘emerging markets’.

He is a qualitative researcher with experience in ethnography and has built understanding of rural consumer life, aspirations and behavior. He has worked with the team to develop innovative approaches in market

research like adapting social research tools to market research tools.

Key ExpertiseResearch Project planning & design Market analysisDistribution systems and logistic planning Designing Positioning strategy

Countries worked .India, Nepal, Bangladesh

PROJECTS: Intel : Ethnography Research to understand Rural Life in Context of Education, Health and Entertainment. Ethnography research including PRA tools, interviews, influence track, photographs and video were applied.

Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs Novartis : Qualitative Research to map the general ailments and the health services seeking behavior of rural population with respect to the ailments. Also map the available health services in the villages in both government and private sector. AED (USAID Program) : Evaluate and assess the distribution models of socially marketed products under the USAID, N-MARC program in Nepal

SAROJ KUMAR MOHANTAM.B.A. Marketing

After completing his Management degree in 2000, he worked with USHA Martin and joined MART in 2001. He joined PSI in 2004 in the area of research, monitoring and evaluation of health programs. He rejoined MART in 2006 and has been with MART since.

SPECIAL INTERESTS

He is a qualitative researcher with experience in ethnography. He has been part of the team which has evolved PRA and other innovative research methodologies.

Key Expertise• Formulation of project proposals, Secondary data research, questionnaire designing, Co-ordination

and supervision of Project team, data compilation and analysis

Countries worked .India, Bangladesh

PANKAJ MISHRA M.B.A. Rural Marketing

PROJECTS: Relevant projectsIntel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas. Understanding of health consumer’s health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on health consumption process.

Intel, Bangladesh : Ethnography Research to understand Rural Economy , Household Income and spend on Health .

UNICEF : Conducted Qualitative Research to understand ‘Knowledge, Attitude, Behavior and Practices related to Water and Sanitation to develop Behavior Change communication strategy in Rajasthan

HPCL :Conducted qualitative study to understand the cooking habits and usage of LPG in rural households. The relevance and acceptability of 5 Kg LPG cylinder in the rural households.

DA : Conducted a study on livelihood, Natural Resource Management, Infrastructure and Community empowerment in Bundelkhand for Development Alternatives

DPIP-MP: Baseline study of Non Timber Forest Products for livelihood promotion. The study required tracking of the roles of various stakeholders in the value chain and value addition to the NTFP.

After completing his Masters in 1993, he worked with a few reputed research organisations before joining MART in 2005. He has specialized in conducting qualitative studies specially with the BoP markets.

SPECIAL INTERESTS

He is a qualitative researcher with experience in ethnography. He has been part of the team which has evolved PRA .

Key ExpertisePrimary & Secondary data research, questionnaire designing, Co-ordination and supervision of field

team, and analysis & Report writing

Countries worked .India, Bangladesh

PROJECTS: Relevant projectsIntel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas. Understanding of health consumer’s health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on health consumption process.

Intel, Bangladesh : Ethnography Research to understand Rural Economy , Household Income and spend on Health .

Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs

Novartis : Qualitative Research to map the general ailments and the health services seeking behavior of rural population with respect to the ailments. Also map the available health services in the villages in both government and private sector

Shell Foundation: Qualitative study using ethnography research tools and PRA to understand kitchen behavior, cooking stoves, fuels and costs involved. The study inputs were used to develop inputs for improvised biomass stove

Max New York Life: Evaluation and assessment of the non-conventional channel partner designed for marketing of a insurance product targeted at BoP markets. The study required a ethnography study of the channel partners and the interface of the non-conventional channel partners and the target group customers.

BISWADEEP PALIT M.Sc. Econometric