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RURAL MARKETING

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Color cosmetics: cosmetics for the eyes, lips, nails and face. Toiletries: skincare, hair care, ... POP's danglers, shop branding, bus shelters, buntings ... – PowerPoint PPT presentation

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Title: RURAL MARKETING


1
RURAL MARKETING
  • PRODUCT CATEGORY

DEEPA RAGHURAMAN (43) SANDEEP PATIL (47)
JYOTIKA KATYAL (44)
2
Market Analysis Scope
  • Cosmetics market divided into Color Cosmetics
    and Toiletries
  • Color cosmetics cosmetics for the eyes, lips,
    nails and face
  • Toiletries skincare, hair care, fragrances, oral
    care, soaps, grooming
  • Market Leader HUL (30 market share) followed
    by PG and LOreal
  • Other players Revlon, Colorbar, Avon, Amway,
    Oriflame, Emami, Lotus, Shenaaz Hussain, Himalaya
  • Fastest growing market in India though highly
    fragmented
  • Urban areas account for 70 of sales
  • Sales in rural areas limited to basic need items
    like talcum powder, soap, cream
  • Small unit packs are the volume generators in
    rural markets

Euromonitor Report 2008
3
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4
Rural markets Consumer Insights
  • Being fair is a basic necessity for being
    beautiful.
  • Usage of cosmetic is prevalent in age groups 15
    Yrs women.
  • Cosmetics are equated with daily face fairness
    cream and talcum powder.
  • Cosmetic Brands helps make skin better, glowing
    and fairer.
  • Open to the idea of using other brands, thus poor
    brand loyalty as in the case of non availability
    other brands are used.
  • Extremely price sensitive market.
  • Family Influence on decision making is high
    irrespective of the gender of the family member.
  • Fascinated by the culture in the city and thus
    yearn to follow the same.

5
Findings
  • Recall high for creams and other toiletries as
    compared to color cosmetics.
  • Fair Lovely (HUL) wins hands down while talking
    about daily use cosmetics while Lakme (HUL) is
    the only brand considered as a color cosmetic
    brand which is used only for special occasion.
  • Lakme perceived as expensive thus only bought by
    slightly educated consumer who have access to it
    in beauty parlors and stores in the bigger
    markets.
  • Older user (21 married) use a tube a month worth
    Rs.35 while teenagers who are college or school
    goers buy sachet on a weekly basis depending on
    the requirement and usage. (Fair Lovely users)
  • Ponds (HUL) is the only brand people are aware
    off while talking about talcum powder brands
  • Other brands that the women are aware of are
    Ponds cream, Fair Lovely, Fairever, Boroplus,
    Vicco, Lakme Himani.

6
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7
Findings
  • Along with TV advertising, Peer influence, Word
    of Mouth advocacy are major reasons behind
    cosmetic purchase decision.
  • Medical store vendors and shop keepers are more
    trustworthy as against salesmen from the company.
  • Usage is twice a day once in the morning post
    bath and other in the evening.
  • Consumers are well aware of counterfeiting and
    stay away from such tampered products.
  • Brand loyalty is low with brand switch frequent
    amongst the consumers
  • No POPs, proper display, etc in retail outlets.
  • Lacks of proper distribution network, vendors go
    to bigger market to buy themselves and then
    resale it in the village.
  • Very low margin available for the seller to cash
    on.

8
Marketing Strategies
  • To increase the market for our cosmetics brands
    like Lakme, Ponds and Emami in a market dominated
    by Fair Lovely
  • Product
  • Toiletries for mass market and color cosmetics
    for a niche segment (slightly educated)
  • Price
  • Low to moderate pricing.
  • Packaging
  • Smaller SKUs easy and convenient to use
  • Place
  • Stronger distribution network in Rural India -
    to ensure shopkeepers stock product
  • Higher margins as opposed to Fair Lovely

9
Marketing Strategies
  • Promotion
  • Advertisements on Television
  • In serial branding with product placement in DD
    serials
  • Relationship building Direct Contact Programs
    with villagers sales team to visit from time to
    time to increase awareness, induce trial and
    repurchase
  • Find and target opinion leaders of the village
    to increase advocacy for our product
  • POPs danglers, shop branding, bus shelters,
    buntings
  • Target beauty parlors to stock and advocate our
    product
  • Presence of stalls during Bazaar offering
    makeovers and sampling

10
Creative Strategy
  • Positioning Sampoorna Sundarta The promise
    of complete beauty
  • Emotional appeal to grab attention
  • Rational appeal to communicate product usage and
    its positives affects on beauty
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