RuralMarketing
This document summarizes a rural marketing project for packaged drinking water in India. It provides demographic information on the target village of Khopoli, including population, literacy rates, and access to basic amenities. A survey of Khopoli residents found that most get water from municipal sources and purify it through boiling or filters. Most shop frequently at local stores. Advertisements and shopkeepers most influence purchasing decisions. The top water brands recognized were Bisleri and Bailey. Most residents would pay Rs. 10-14 for packaged water. A SWOT analysis identified strengths in water quality but weaknesses in brand awareness. The project proposes targeting low and middle income households through retail outlets and positioning based on product variants and purification. Marketing strategies
RuralMarketing
- 1. RURAL MARKETING PROJECT SUBMITTED BY- DIPINDER KAUR M15008 SHALAKA PARATE M15097 NIKITA SANKHE M15041 HARSHVARDHAN P15024 GAURAV LAMBA P15034
- 2. KHOPOLI POPULATION 71141 (2011) MALES 37305, FEMALES 33836 CHILDREN (0-6 YRS) 8278 MALE LITERACY RATE 91.5% FEMALE LITERACY RATE 83.27% 16266 HOUSES GETTING BASIC AMENITIES LIKE WATER AND SEWERAGE
- 3. FINDINGS FROM THE SURVEY..
- 4. SOURCE OF WATER 34 14 4 Municipal Boring Package drinking water
- 5. HOW DO YOU PURIFY WATER? 16 3 28 2 2 Boil Cloth Filter Purifier Alum Bleaching Powder
- 6. HOW OFTEN DO YOU VISIT THE STORE FOR SHOPPING? 22 15 10 5 Daily Weekly Fortnightly Monthly
- 7. WHO INFLUENCES YOUR BUYING DECISION? 18 11 18 5 Advertisements Friends and Family Shopkeeper self
- 8. HOW MANY MINERAL WATER BRANDS ARE YOU AWARE OF? 42 38 25 6 15 8 Bisleri Bailey Kinley Crystal Aquafina
- 9. HOW MUCH ARE YOU WILLING TO PAY? 7 8 35 2 4-6 6-9 10-14 15+
- 10. SWOT ANALYSIS STRENGTHS: High quality drinking water OPPORTUNITIES: Expansion in Indian rural and semi- urban markets THREATS: Strong positioning of competitors Strong distribution channel of competitors WEAKNESS: New brand to the market Low awareness
- 11. STP ANALYSIS SEGMENTATION Income wise- low income , medium income User status wise regular TARGETING -Retail Outlets- Kirana stores, Restaurants, -Medical Stores -Household POSITIONING Availability of product variants i.e. from 200ml cups/200- 250ml bottles to Jars of water Purified packaged drinking water
- 12. STATE SELECTED GUJARAT SCARCITY OF POTABLE WATER WATER AVAILABLE IS SALINE IN CONTENT LOWER RATE OF RAINFALL NO PROPER WATER DISTRIBUTION NETWORK IN THE VILLAGES PRIVATE SUPPLIERS CHARGE HIGHER RATES FOR WATER LESSER NO. OF TUBEWELLS PROVIDING PORTABLE DRINKING WATER DRIED UP RIVERS
- 13. VILLAGES IN AHMEDABAD LINBOI SIOSDARA KALYANPAR MANABA VILLAGES IN KUTCH DISTRICTS AHMEDABAD & KUTCH
- 14. MARKETING STRATEGIES Pricing strategies Penetration or Competitive pricing Distribution strategy Two level channel of distribution Promotional strategies Both conventional as well as non conventional tools
- 16. MEDIA TOOLS FOR MARKETING THE PRODUCT CONVENTIONAL TOOLS: TV Radio Word of Mouth Theatre Newspapers etc NON- CONVENTIONAL TOOLS: Skits, demonstrations, puppet shows Contests Folk Theatre Wall paintings Calendar distribution
- 18. SWACCH JAL, SURAKSHIT KAL
- 19. THANK YOU..