Rural Marketing of Cosmetics

Presented byRananjay Singh S-09 BATCH IIBS- BANGALORE

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Introduction
Overall growth of the economy has increased. Rural marketing is confused with agricultural marketing . The saturation of the urban market . Rural marketing strategies are different from the marketing strategies of urban.

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Strategies of Rural Marketing

Client and location specific promotion Joint or cooperative promotion.. Bundling of inputs Management of demand Developmental marketing Unique selling proposition (USP) Extension services Business ethics Partnership for sustainability

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What should Co.s keep in mind to get success in rural market?

4A Approach: Availability Affordability Acceptability Awareness

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Rise of Indian Beauty Market

Market size Purchasing power of consumers Major players Marketing Rising incomes and demographics shifts spur sales Hindustan levers lead remain unassailable Focus on innovation and price-segmentation Mounting aspirations and an upbeat economy herald a bright future positioning

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Introduction to Godrej Consumer product ltd.

GCPL is a major player in the Indian FMCG market with a leadership in personal, hair, household and fabric care segments. The company employs 950 people and has three stateof-the-art manufacturing facilities at Malanpur (M.P.) Guwahati (Assam) and Baddi (H.P.)

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GCPL Product Portfolio

Soap Cinthol Evita Godrej No. 1 Fair Glow Toiletries Cinthol Talc Godrej No. 1 Talc Fair Glow cream Godrej shaving cream Cinthol perfumes Hair care Godrej hair color dye Renew woman hair dye Nupur hair dye Color soft hair color
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Godrej no.1 soap

Godrej No.1 soap was launched in 1922. This 86-year-old brand enjoys a volume market share of 6 per cent. It is the 5th largest selling soap in the country and tops in Punjab/Haryana with a 20 per cent market share. Godrej No. 1 soap rely on below-the-line promotions, and for the past 5 years it has been selling at a 3+1 free offer in the market. In 86 years, the brand has spent less than what a major soap brand would spend in a month of heavy promotions (Rs 12-13 crore), according to the company.

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Godrej Rural Marketing Strategy (Godrej No. 1 Soap)

Godrej introduced Godrej No.1 soap enriched with natural ingredients trusted by millions, the flagship brand of GCPL, is now the largest selling Grade 1 Soap. Grade 1 is the highest standard laid down by the (BIS). Godrej introduced it in competition with the Santoor, Breeze. Godrej in the initial stage introduced it as a mid segment soap but after sometime its price was reduced and targeted to the rural area. Variation strategy: introduced many variants to extend the product line of soap.

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Godrej No. 1 Talc and shampoo

100 Gms at Rs, 19/ 300 Gms at Rs 39/Quantity 100ml 7 ml 3.5 ml Bottle Rs 25 Sachet Rs 1 Rs.50

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Distribution Strategy
rural sales contribute one-third to the company's sales with the balance coming from the urban market. Godrej Soaps' total income was Rs 787 Crore in the fiscal 1999-2000. has set up a committee to improve and leverage distribution in the rural markets of less than 5,000 population strata. The company has put in place three experiments carried out certain experiments in the below 10,000 population strata rural markets to leverage distribution. The company has already set up a system of stockiest and super stockiest in small towns with population of 10,000 plus

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Distribution and Supply Chain

Project Sampark

Virtual platform between company and distributors Comprehensive business Intelligence enables in depth primary and secondary sales analysis

Intensified rural approach, Presence in all locations with over 10000 population Increased penetration 130 super stockiest, 2450 sub stockiest Focus on availability of all products at all 600,000 outlets Focus on modern retailing

Retail thrust

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Promotional tools used by GCPL

Events- Advertising Billboard Hoarding Wall painting Electronic media Print media - Sales promotion. relied heavily on the mass advertising like on the TV, radio, and newspaper Conducted the events in which the rural people have the interest. Some of the events are navratna, yaara nachle, gold awards in Mauritius etc
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Sales Promotion

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Promotional strategy
GCPL has roped in Mona Singh of Jassi jasissi koi nahi to be the brand ambassador All that Glitters is not GoldAll soaps are not Grade 1 soaps. campaign educates people the advantages of using Grade I quality soaps that produce more lather, last longer and thus is a great value-for-money proposition. Godrej Soaps and Jassi both stand for the Sachchi prakritik sundarta proposition
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GCPL-Competitive edge
Quality Policy Value for money product Distribution network Brand image Promotional edge Innovation strategy Strong product line
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LIFEBUOY
the worlds largest selling soap. Launched in the year 1895 In 2002 Lifebuoy was relaunched, marking a new turning point in its history The new Lifebuoy is targeted at todays discerning housewife Lifebuoy is no longer a carbolic soap with cresylic perfume. It is now milled toilet soap with a new health fragrance.
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Lets see the 4 Ps of marketing of lifebuoy in rural India..

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REPOSITIONING
it is the single largest soap brand with 20 lac soaps sold every day and an estimated value of Rs 500 crore (600 million users annually). The relaunch of the 107-year-old Lifebuoy has been done in a bid to drive growth in a sluggish soap market. HLL challenged everything that Lifebuoy stood for perfume, formulation, size and shape. extending it to talcum powder and also testing a herbal variant of this power brand.

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PROMOTION
TV and print campaigns, focused attention on the family health themes. conducted consumer education exercise using "Germ tests. explored the communication options during World Health Day. created The Lifebuoy Swashthya Chetana.

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 HLL was also offering cross company product mixes HLL used Mahakumbh mela as an opportunity to change hand-washing and bathing habits in rural India. Cinema van operations

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PRICE
Hindustan Lever Ltd (HLL) currently on a price discount includes 150 gm Lifebuoy Gold (Rs 3 off), HLL is also expected to follow suit with its Surf sachets HLL have deliberately introduced small pack sizes. Lifebuoy, HLL's largest selling soap brand, recently introduced a Rs 2 SKU (stock keeping unit) of 18 gm targeted at the rural market in the Bimaru States.

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PLACE
70% of India's population resides in villages HLL has established a single distribution channel by consolidating categories HLL has mounted an initiative, Project Streamline, to further increase its rural reach with the help of rural sub-stockiest.

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PRICE

Fair and lovely sachet costs Rs.10 Brand extension active sunblock lotion costs Rs.30 for 25ml & Rs.60 for 50ml
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FAIR AND LOVELY FOUNDATION

Economic empowerment of women Careers Enterprise Education

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Education
A. Background
Scholarships are awarded annually to deserving young girls. For higher education in India Graduation, Postgraduation and PhD Rs.100,000 scholarship is meant for women with an aptitude and ambition to achieve their goals
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B. Communication Goals
Reliance Communications R World platform Did not include the traditional media TV & Print to break free from the clutter of traditional medium Entice the user to fill in personal details after sharing the Scholarship and Fair & Lovely Foundation information.

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C. Media Solution & Execution

1. Banner Advertising 2. Fair & Lovely Scholarship Zone 3. SMS Blast 4. IVR 5. Short Code 6. Reliance Mobile World Website

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D. What Makes the Idea a

Winner

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Emami
FLAGSHIP COMPANY OF EMAMI GROUP PERSONAL BEAUTY AND HEALTHCARE BUSINESS MANUFACTURES THROUGH AN EFFECTIVE LEVERAGE OF AYURVEDA
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ACTIVITY DESCRIPTION
PARTNERED WITH NGOS AND BANKS OFFERS TWO TYPES OF SELF EMPLOYMENT SCEMES - EMAMI MOBILE TRADERS - EMAMI SMALL VILLAGE SHOPS OFFERINGS OF THE SCHEMES

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BENEFITS TO RURAL
SPECIALLY TRAINED SELF HELP GROUPS MARKET SELF MADE PRODUCTS SUPPORT SMALL SCALE MANUFACTURES IN RURAL INDIA

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MARKETING STRATEGY
THROUGH SALES - 11000 MOBILE TRADERS, 2200 SMALL VILLAGE SHOPS COLLABORATIONS WITH ITC e-choupals CONSISTENT GROWTH BY POWER BRANDS

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Growth Strategies
CELEBRITY ENDORSEMENT LAUNCHED FIRST ADVERTISING COMPAIGN NEW LAUNCHES LEVERAGING ITS AYURVEDA ORIGIN GOOD DISTRIBUTION NETWORK

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REASONS FOR SUCCESS

SEASONAL DEMAND

KEY FACTOR FOR SUCCESS ENTER OTC MARKETS INNOVATIVE PACKAGING OUTSOURCING WIDE NETWORK FOR DISTRIBUTION
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 entry in cold cream market natural goodness of time tested ingredients innovative and quality skin care product target customers research and development packaging and pricing

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Experience the five fold goodness of Emami Malai Kesar Cold Cream the perfect non greasy cold cream - and face the winter with a soft and glowing skin.So, go on! Khul ke ....khilo

Promotion create awareness , educating retailers Disribution 3.5 lakhs retail outlets Type of demand seasonal Reason for success association with ayurveda based products
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 Introductuon Media exposure - increased literacy level Indirect increase in disposable income Rural youth - evolving as opinion leaders

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TIPS FOR MARKETING BRANDS IN RURAL INDIA

Close to the heart of rural people pricing has to be value for money issues and solutions to it - pricing - promotion - distribution - brand
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ETHNIC ROUTE
Identifying specific values in a cultural context Identifying certain beliefs Combining elements of specific culture Capturing a sense of nostalgia Using stereotypes Identifying specific cultural traits

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