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MART

Comprehensive Rural Marketing Solutions

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Profile

• India’s leading Rural Consultancy Firm, working both 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 relevance and 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)

MART’s Implementation Capability

Developing a Concept Pilot Developing Model Scale Up

Rasoi GharHPCL

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HP GasHP Gas

• Negligible penetration in rural markets

•Affordability an issue…

•High connection cost of 14.2kg cylinder Rs2000

•High recurring cost Rs300

•Availability…

• Not available at consumer doorstep

• additional transport cost as carrying big cylinder on bicycle inconvenient

•Myths about cylinder burst & taste of food

New Product14.2 kg Rs2K

5kg Rs0.8K

•Rs95(affordable)

•Dealer to set up ext. counters in large villages

•Awareness creation for 5 kg through haat promotion

Cost

Cap

Cost

Quali/QuantiQuali/QuantiResearchResearch

StrategyStrategyCompany objective

• Identify new markets for LPG as urban markets getting saturated

• Assess acceptance of existing product

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HP GasHP Gas

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Scale UpScale UpA New A New ConceptConcept

HP GasHP Gas

• 3 states; 1 district each

• Created awareness of 5Kg, in 30 haats

• 30 extension counters opened

• Barrier to purchase as myths continued…

•Important to make potential consumers experience benefits & safety before having to invest in new connection

• Evolved concept of “use & pay” Community Kitchen to overcome myths & avoid risk of investing in connection

•PPP model with SHGs, Panchayat & HP

• 1500 kitchens in UP, MP, Orissa established; 10K planned

• Dealers continue to open more stocking points in villages

PilotPilot InputsInputs

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 GasHP Gas

Developing a Biomass StoveShell Foundation

MART’s Implementation Capability

Developing a Product Concept Prototype testing Product Launch

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ProductProduct ConceptConcept

Shell FoundationShell 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

Company objective

Quali ResearchQuali Research

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Shell FoundationShell Foundation

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Commercial-Commercial-izationization

Shell FoundationShell 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

Prototype Prototype TestingTesting

Inputs for Inputs for New ProductNew Product

Prototype Prototype DevelopmentDevelopment

• Locate potential local manufacturer

• Provide inputs to stove designer to develop prototypes

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Shell FoundationShell Foundation

LAST MILE DISTRIBUTION

MART’s Implementation Capability

Developing a Concept Pilot Developing Model Scale Up

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PROJECT SHAKTIInnovative model using the women from SHG groups

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Hindustan Unilever

• Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company

• Has a wide range of Home & Personal Care products and Foods & Beverages

• Combined Turnover of $ 3.8 billion.Home & Personal CarePersonal WashFabric WashHome CareOral CareSkin CareHair CareDeodorants & Talc'sColor Cosmetics

FoodsTeaCoffee Branded StaplesCulinary ProductsIce CreamsModern Foods ranges

Project Shakti – Women's Empowerment

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Combined IDCIndirect Coverage

5000+ pop villages

Shakti

1000 – 2000 pop villages

Streamline

2000 – 5000 pop villages

Acc

essi

bili

ty

Turnover / market

Low

High

High

Low

HUL Rural Coverage Strategy

Project Shakti – Women's Empowerment

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Star Seller

Star Sellers take reach beyond motorable roads

Rural Distributor

(RD)

Coverage Process

Star Seller

Star Seller

Project Shakti – Women's Empowerment

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Concept

• Unilever wanted to penetrate deeper to 1,000 to 2,000 pop villages – existing distribution model unviable

• Self Help Group women members were looking for more sustainable business opportunities in small village markets

Project Shakti – Women's Empowerment

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Process

Business concept explained to the group womenBusiness concept explained to the group women

Women get consent from family and husbandWomen get consent from family and husband

Entrepreneurial women selected and appointedEntrepreneurial women selected and appointed

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

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

Project Shakti – Women's Empowerment

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Project Shakti

• MART’s role Conceptualization,

Pilot, national rollout Identification &

selection of potential Shakti dealers

Capacity Building of Shakti dealer to become entrepreneurs

Arranging finance from banks

Link to HLL distribution 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 distribution Model

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Reaching The Last Mile

• MART’s model Reach 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 is provided a branded bicycle, umbrella and a box to carry ready stocks.

• He wears a branded T-shirt and a cap

• Route Plans, PJP’s and JC’s are developed for him to cover uncovered markets

• He is attached to the rural distributor from where he picks 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

Improving Access to Health Services

MART’s Implementation Capability

Developing a Concept Pilot Developing Model Scale Up

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Project Arogya Project Arogya

•Rural population unaware of health issues arising out of mal nutrition, infection and allergy

•Recovery of ailment is considered effective 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 market

•Nutrition 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& QuantiQuali& QuantiResearchResearch

StrategyStrategyCompany Company objectiveobjective

• Understand the awareness of identified ailments, health issues and related pain points in accessing health services• Assess the reach of the company brands

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Scale UpScale UpA newA new approachapproach

Project ArogyaProject Arogya

• 3 different models developed to create awareness. Models based on level of health awareness.

•Mobile health advisors were core to all models

• Association with health care chain

• information from health workers on where to get treatment helped villagers•Relatively less delay in seeking treatment•Saved costs•Appropriate treatment helped build confidence•Health service providers appreciated company efforts•Issues on availability of company products affected the pilot

• Challenge was re-distribution of health products such that legal issues do not arise•Changes in categorization of products•Appointment of new sub-distributors at sub-district levels•Associate with practicing doctors & qualified rural medical practitioners

• Scaled across 100 districts

PilotPilot InputsInputs

The model has been nominated for the Innovative Marketing Model category in the Golden Peacock Awards 2008

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Project ArogyaProject Arogya

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Below the Line Communication

MART’s Implementation Capability

Innovation in Communication Platform Pilot Scale Up

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Rural Promotion : Rural Promotion : MaricoMarico

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 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 RURAL PROMOTION: TATA SHAKTI

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Our Clients-Corporate

• We work with several Fortune 500 and large Indian companies

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Our Clients – Development

• We work with the development agencies