RURAL INDIAa new dawn

India needs creative solutions to start a revolution which can take its villages fast forward in time converting them into economically viable units and growth engines, harnessing the power of the villagers, and opening up new horizons with the promise of a better tomorrow.

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

Contents
Sr No 1 2 3 % 5 ( ( Topic Introduction Rural Marketing Concept W at !ake" rural !arket" attracti#e$ Rural Con"u!er In"ig t So!e M&t " a'out Rural Market W & )i**erent Strategie"$ +pportunitie" Co!pan& 1 T,T, Tea . 1 Co!pan& Pro*ile Product" / 0rand" %P2" o* Marketing Co!pan& 2 Societ& Tea 10 11 12 13 1% Introduction Co!pan& pro*ile Mi""ion State!ent 0ene*it" o* Societ& Tea %P2" o* Marketing Ne3 Co!pan& 4aunc ed Pari#ar Tea 4i!ited 15 1( 11. 11 Co!pan& Pro*ile W & 5o Rural %P2" o* Marketing STP o* Pari#ar Tea Ca"e" / Conclu"ion 32 32 3% 35 3(632

Page No. 5 10 11 12 13 1% 15

11. 20

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Introduction
0e*ore ga!'oling into i""ue" like 3 ere t e Indian rural !arket "tand" and t e opportunitie" *or corporate2" to e7plore t ere... let8" look at t e de*inition o* ur'an and rural India. T e Cen"u" de*ined ur'an India a" 9 :,ll t e place" t at *all 3it in t e ad!ini"trati#e li!it" o* a !unicipal corporation6 !unicipalit&6 canton!ent 'oard etc or a#e a population o* at lea"t 56000 and a#e at lea"t -5 per cent !ale 3orking population in out"ide t e pri!ar& "ector and a#e a population den"it& o* at lea"t %00 per ";uare kilo!eter. Rural India6 on t e ot er and6 co!pri"e" all place" t at are not ur'an<: No3 *or "o!e *act" and *igure" T e Indian rural !arket toda& account" *or onl& a'out R" . 'illion =53 per cent 9 >MC5 "ector6 51 per cent dura'le" "ale6 100 per cent agricultural product"? o* t e total ad pie o* R" 120 'illion6 t u" clai!ing (.( per cent o* t e total " are. So clearl& t ere "ee!" to 'e a long 3a& a ead. Ti!e and again !arketing practitioner" a#e 3a7ed elo;uent a'out t e potential o* t e rural !arket. 0ut 3 en one @eroe" in on t e co!panie" t at *ocu" on t e rural !arket6 a !ere and*ul na!e" co!e to !ind. Aindu"tan 4e#er 4i!ited =A44? i" top o* t e !ind 3it t eir "ucce""*ul rural !arketing proBect" like 8ProBect S akti8 and 8+peration 0 arat8. T e l&nc pin o* A448" "trateg& a" 'een to *ocu" on penetrating t e !arket do3n t e line and *ocu"ing on price point. >urt er!ore6 acti#ating t e 'rand in t e rural !arket t roug acti#itie"6 3 ic are in line 3it t e 'rand it"el*6 i" 3 at "u!" up A448" agenda a" *ar a" t e rural !arket i" concerned in*or!" MindS are >ulcru! general !anager R 5o3t a!an. ,!ul i" anot er ca"e in point o* aggre""i#e rural !arketing. So!e o* t e ot er corporate" t at are "lo3l& !aking ead3a& in t i" area are Coca Cola India6 Colgate6 C#eread& 0atterie"6 45 Clectronic"6 P ilip"6 0SN46 4i*e In"urance Corporation6 Ca#in Dare6 0ritannia and Aero Aonda to na!e a *e3.

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OBJECTIVES OF STUDY

To study about the u a! "a #et o$ I%d&a To #%o' about ho' ( o'th o))o tu%&ty &% u a! e(&o%. To e")has&s o% the )ote%t&a! o$ "a #et o$ u a! a eas.

SOURCES OF STUDY

The ) o*e+t &s based o% se+o%da y data. Fo the +o!!e+t&o% o$ data ,a &ous 'ebs&tes ha,e bee% used o e$e ed.

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Khaitan fans' ad on a horse cart

Wheel's wall painting

We can "a*el& "a& t at until "o!e &ear" ago6 t e rural !arket 3a" 'eing gi#en a "tep9!ot erl& treat!ent '& !an& co!panie" and ad#erti"ing to rural con"u!er" 3a" u"uall& a it and !i"" a**air. More o*ten t an not6 t e agenda 'eing to take a " ort9cut route '& pu" ing ur'an co!!unication to t e rural !arket '& !erel& tran"literating t e ad cop&. Aence ad#erti"ing t at i" rooted in ur'an "en"iti#itie" didn8t touc t e eart" and !ind" o* t e rural con"u!er. W ile6 t i" i" de*initel& c anging6 t e proce"" i" "lo3. T e greate"t c allenge *or ad#erti"er" and !arketer" continue" to 'e in *inding t e rig t !i7 t at 3ill a#e a pan9Indian rural appeal. Coca Cola6 3it t eir ,a!ir D an ad ca!paign "ucceeded in pro#iding Bu"t t at.

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Corporate" are "till appre en"i#e to :5o Rural.: , *e3 agencie" t at are tr&ing to create a3arene"" a'out t e rural !arket and it" i!portance are ,nugra Madi"on6 Sa!park Marketing and ,d#erti"ing Solution" P#t 4td6 M,RT6 Rural Relation"6 +/M +utreac 6 4interland and RC/M6 to na!e a *e3. ,l"o6 t e *ir"t *our agencie" !entioned a'o#e a#e co!e toget er to *or! T e Rural Net3ork. T e para!ount o'Becti#e o* t e Net3ork i" Lifebuo 's wall to get client" 3 o are looking *or a national "trateg& painting in rural in rural !arketing and elp t e! in e7ecuting it acro"" di**erent region". India Intere"tingl&6 t e rural !arket i" gro3ing at a *ar greater "peed t an it" ur'an counterpart. :,ll t e data pro#ided '& #ariou" agencie" like NC,CR6 >ranci" Danoi etc " o3" t at rural !arket" are gro3ing *a"ter t an ur'an !arket" in certain product categorie" at lea"t. T e " are o* >MC5 product" in rural !arket" i" 53 percent. T ere*ore one can clai! t at rural !arket" are gro3ing *a"ter t an ur'an

!"aara da #ashan$$$! %cCann &ric'son's ads with Aa(ir Khan created uni)ersal appeal for Coca Cola !arket"6: "a&" Sa!park Marketing and ,d#erti"ing Solution" P#t 4td !anaging director R , Patankar. Coca9Cola India tapped t e rural !arket in a 'ig 3a& 3 en it introduced 'ottle" priced at R" 5 and 'acked it 3it t e ,a!ir D an ad". T e co!pan&6 on it" 'e al*6 a" al"o 'een in#e"ting "teadil& to 'uild t eir in*ra"tructure to !eet t e gro3ing need" o* t e rural !arket6 3 ic reiterate" t e *act t at t i" !ultinational a" reali"ed

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t e potential o* t e rural !arket i" going "trengt to "trengt to tap t e "a!e. Clearl& t e !ain c allenge t at one *ace" 3 ile dealing 3it rural !arketing i" t e 'a"ic under"tanding o* t e rural con"u!er 3 o i" #er& di**erent *ro! i" ur'an counterpart. ,l"o di"tri'ution re!ain" to 'e t e "ingle large"t pro'le! !arketer" *ace toda& 3 en it co!e" to going rural. :Reac ing &our product to re!ote location" "pread o#er (006000 #illage" and poor in*ra"tructure 9 road"6 teleco!!unication etc and lo3er le#el" o* literac& are a *e3 inge" t at co!e in t e 3a& o* !arketer" to reac t e rural !arket6: "a&" M,RT !anaging director Pradeep Da" &ap. Citing ot er c allenge" in rural !arketing6 Patankar "a&"6 :Ca!paign" a#e to 'e tailor !ade *or eac product categor& and eac o* t e region" 3 ere t e ca!paign i" to 'e e7ecuted. T ere*ore a t oroug kno3ledge o* t e nuance" o* language6 dialect" and *a!iliarit& 3it pre#ailing cu"to!" in t e region" t at &ou 3ant to 3ork *or i" e""ential. T e ot er c allenge i" t e reac and t e a#aila'le !ean" o* reac ing out to t e"e !arket"6 ence t e #ideo #an i" one o* t e #er& e**ecti#e !ean" o* reac ing out p &"icall& to t e rural con"u!er".: T e *act o* t e !atter re!ain" t at 3 en co!pared to t e Indian ur'an "ociet&6 3 ic i" turning into a con"u!eri"! "ociet&E t e rural con"u!er 3ill al3a&" re!ain dri#en '& i" need" *ir"t and 3ill t ere*ore 'e co"t con"ciou" and t ri*t& in i" "pending a'it". :)eci"ion9!aking i" "till con"ciou" and deli'erated a!ong t e rural co!!unit&. 0ut ne#ert ele""6 t e *uture no dou't lie" in t e rural !arket"6 "ince t e "i@e o* t e rural !arket i" gro3ing at a good pace. T ere 3a" a ti!e 3 en !arket prediction" 3ere !ade on t e 'a"i" o* t e "tate o* t e !on"oon 'ut t i" trend a" c anged o#er t e &ear"E t ere i" a large non *ar!ing "ector6 3 ic generate" al!o"t %0 per cent o* t e rural 3ealt . Aence t e gro3t in t e rural !arket" 3ill 'e "u"tained to a large e7tent '& t i" cla"" in addition to t e *ar!er 3 o 3ill al3a&" 'e t e !ain"ta& o* t e rural econo!&6: a**ir!" Patankar. :,lt oug t e !elting o* t e ur'an 9 rural di#ide 3ill take a 3 ile6 t i" i" not *or 3ant o* t e a#aila'ilit& o* t e !ean" 'ut *or 3ant o* t e rural con"u!er8" !ind"et to c angeE 3 ic a" it" o3n logic6 3 ic i"

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*atellite dish antennas reach rural India dri#en '& tradition6 cu"to! and #alue" t at are di**icult to " ed6: e point" out. >ulcru!8" 5o3t a!an "a&"6 :T e 'igge"t i!pending *actor or deterrent on rural !onie" going up i" t at t ere i" a general "en"e o* tr&ing to 'enc !ark co"t per contact =CPC?. T e tele#i"ion CPC i" going to an&3a&" 'e c eaper to rural CPC and unle"" and until t e #olu!e 9 #alue e;uation turn" t e ot er 3a& round6 &ou 3ill not 'e a'le to "pend di"proportionate !onie" in t e rural !arket.: >or A446 a one rupee or a *i#e rupee "ac et or t e Dutti Aa!a! =t e "!all Aa!a!? elp" in gi#ing t e con"u!er" a trial opportunit&. W ile it doe" elp in generate #olu!e 'ut not in ter!" o* #alue". :Till t e ti!e t at #olu!e 9 #alue e;uation i" !anaged 'etter6 t e CPC i" pre#enting an&'od& to look at rural at a large "cale acti#ation progra!!e6: reiterate" # pical shop in rural 5o3t a!an. India stoc'ed with sachets+ etc Flti!atel&6 t e 'all lie" in t e court o* rural !arketer". It8" all a'out o3 one approac e" t e !arket6 take" up t e c allenge o* "elling product" and concept" t roug inno#ati#e !edia de"ign and !ore i!portantl& interacti#it&.

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,nugra Madi"on8" c air!an and !anaging director RG RaBan "u!" up6 :T ere i" 'etter "cope *or language 3riter" 3 o under"tand" t e rural and regional pul"e 'etter. I al"o "ee great "cope *or regional "peciali"t" in t e area" o* rural !arketing 9 "peciali"t" like C#ent Manager"6 Wall painter"6 *olk arti"t"6 audio #i"ual production ou"e". In *act all t o"e people 3 o a#e "peciali"ed kno3ledge o* a region are 'ound to do 3ell6 t ank" to t e de!and" o* t e rural !arketer".: So t e *act re!ain" t at t e rural !arket in India a" great potential6 3 ic i" Bu"t 3aiting to 'e tapped. Progre"" a" 'een !ade in t i" area '& "o!e6 'ut t ere "ee!" to 'e a long 3a& *or !arketer" to go in order to deri#e and reap !a7i!u! 'ene*it". Moreo#er6 rural India i" not "o poor a" it u"ed to 'e a decade or "o 'ack. T ing" are "ure a c anging<

Rural Marketing 9 Concept

In recent &ear"6 rural !arket" a#e ac;uired "igni*icance6 a" t e o#erall gro3t o* t e econo!& a" re"ulted into "u'"tantial increa"e in t e purc a"ing po3er o* t e rural co!!unitie". +n account o* green re#olution6 t e rural area" are con"u!ing a large ;uantit& o* indu"trial and ur'an !anu*actured product". In t i" conte7t6 a "pecial !arketing "trateg&6 na!el&6 rural !arketing a" e!erged. 0ut o*ten6 rural !arketing i" con*u"ed 3it agricultural !arketing t e latter denote" !arketing o* produce o* t e rural area" to t e ur'an con"u!er" or indu"trial con"u!er"6 3 erea" rural !arketing in#ol#e" deli#ering !anu*actured or proce""ed input" or "er#ice" to rural producer" or con"u!er".
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W at !ake" Rural Market ,ttracti#e$

Rural !arket a" *ollo3ing arri#ed and t e *ollo3ing *act" "u'"tantiate t i"H -%2 !illion people C"ti!ated annual "i@e o* t e rural !arket o >MC5 R" (56000 Crore o )ura'le" R" 56000 Crore o ,gri9input" =incl. tractor"? R" %56000 Crore
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o 2 I % 3 eeler" R" .6000 Crore In 20019026 4IC "old 55 J o* it" policie" in rural India. +* t3o !illion 0SN4 !o'ile connection"6 50J in "!all to3n"I#illage" +* t e "i7 lak #illage"6 5.22 lak Telep one =GPT? a#e a Gillage Pu'lic

%1 !illion Di"an Credit Card" i""ued =again"t 22 !illion credit9 plu"9de'it card" in ur'an? 3it cu!ulati#e credit o* R" 1-'illion re"ulting in tre!endou" li;uidit&. +* 20 !illion Redi**!ail "ignup"6 (0 J are *ro! "!all to3n". 50J tran"action" *ro! t e"e to3n" on Redi** online " opping "ite %2 !illion rural AA" a#ailing 'anking "er#ice" in co!pari"on to 2- !illion ur'an AA". In#e"t!ent in *or!al "a#ing" in"tru!ent"H (.( !illion AA" in rural and (.- !illion in ur'an

Rural Con"u!er In"ig t

Rural India 'u&"H o Product" !ore o*ten =!o"tl& 3eekl&?
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o 0u&" "!all pack"6 lo3 unit price !ore i!portant t an econo!& In rural India6 'rand" rarel& *ig t 3it eac ot erE t e& Bu"t a#e to 'e pre"ent at t e rig t place Man& 'rand" are 'uilding "trong rural 'a"e 3it out !uc ad#erti"ing "upport o C ik " a!poo6 "econd large"t " a!poo 'rand o 5 adi detergent6 t ird large"t 'rand >e3er 'rand c oice" in ruralH nu!'er o* >MC5 'rand in rural i" al* t at o* ur'an 0u& #alue *or !one&6 not c eap product"

So!e M&t " a'out Rural Market"

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I. M&t 91H Rural Market I" a Ao!ogeneou" Ma"" Realit&H It2" a eterogeneou" population. Gariou" Tier" are pre"ent depending on t e inco!e" like 0ig 4andlord"E Trader"6 "!all *ar!er"E Marginal *ar!er"H 4a'or"6 arti"an". State 3i"e #ariation" in rural de!ograp ic" are pre"ent #i@. 4iterac& =Derala 10J6 0i ar %%J? and Population 'elo3 po#ert& line =+ri""a %.J6 PunBa' (J? II. M&t 92H )i"po"a'le Inco!e I" 4o3 Realit&H Nu!'er o* !iddle cla"" AA" =annual inco!e R" %560009 26 156000? *or rural "ector i" 2-.% !illion a" co!pared to t e *igure o* 21.5 !illion *or ur'an "ector. Rural inco!e" C,5R 3a" 10.15J co!pared to 10.-%J in ur'an 'et3een 11-09-1 and 111391%. III. M&t 93H Indi#idual" )ecide ,'out Purc a"e" Realit&H )eci"ion !aking proce"" i" collecti#e. Purc a"e proce""9 in*luencer6 decider6 'u&er6 one 3 o pa&" can all 'e di**erent. So !arketer" !u"t addre"" 'rand !e""age at "e#eral le#el".Rural &out 'ring" 'rand kno3ledge to Aou"e old" =AA?.

W & )i**erent Strategie"$

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Rural !arket"6 a" part o* an& econo!&6 a#e untapped potential. T ere are "e#eral di**icultie" con*ronting t e e**ort to *ull& e7plore rural !arket". T e concept o* rural !arket" in India i" "till in e#ol#ing " ape6 and t e "ector po"e" a #ariet& o* c allenge". )i"tri'ution co"t" and non a#aila'ilit& o* retail outlet" are !aBor pro'le!" *aced '& t e !arketer". T e "ucce"" o* a 'rand in t e Indian rural !arket i" a" unpredicta'le a" rain. Man& 'rand"6 3 ic " ould a#e 'een "ucce""*ul6 a#e *ailed !i"era'l&. T i" i" 'ecau"e6 !o"t *ir!" tr& to e7tend !arketing plan" t at t e& u"e in ur'an area" to t e rural !arket". T e uni;ue con"u!ption pattern"6 ta"te"6 and need" o* t e rural con"u!er" " ould 'e anal&@ed at t e product planning "tage "o t at t e& !atc t e need" o* t e rural people. T ere*ore6 !arketer" need to under"tand t e "ocial d&na!ic" and attitude #ariation" 3it in eac #illage t oug nationall& it *ollo3" a con"i"tent pattern. T e !ain pro'le!" in rural !arketing areH Fnder"tanding t e rural con"u!er Poor in*ra"tructure P &"ical )i"tri'ution C annel Manage!ent Pro!otion and Marketing Co!!unication

)&na!ic" o* rural !arket" di**er *ro! ot er !arket t&pe"6 and "i!ilarl& rural !arketing "trategie" are al"o "igni*icantl& di**erent *ro! t e !arketing "trategie" ai!ed at an ur'an or indu"trial con"u!er.

+pportunitie"
3-

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In*ra"tructure i" i!pro#ing rapidl&. o In 50 &ear" onl& %0J #illage" connected '& road6 in ne7t 10 &ear" anot er 30J o More t an 10 J #illage" electri*ied6 t oug onl& %%J rural o!e" a#e electric connection" o Rural telep one den"it& a" gone up '& 300J in t e la"t 10 &ear"E e#er& 1000K pop i" connected '& ST) Social Indicator" a#e i!pro#ed a lot 'et3een 11.1 and 2001 o Nu!'er o* LpuccaM ou"e" dou'led *ro! 22J to %1J and Lkucc aM ou"e" al#ed =%1J to 23J? o Percentage o* 0P4=0elo3 Po#ert& 4ine? *a!ilie" declined *ro! %(J to 2-J o Rural 4iterac& le#el i!pro#ed *ro! 3(J to 51J 4o3 penetration rate" in rural "o t ere are !an& !arketing opportunitie" Durables CTG Re*rigerator 0%C1s S a!poo ((.3 35.2 %%.2 Urban Rural #otal ,- of rural ../ 30.% 33.5 %.. 3.5 12.1 12.0

Toot pa"te .2.2 %%.1 55.( Marketer" can !ake e**ecti#e u"e o* t e large a#aila'le in*ra"tructure o Po"t o**ice" 163.6000
3.

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o Aaat" =periodic !arket"? %26000 o Mela" =e7 i'ition"? 256000 o Mandi" =agri !arket"? -6000 o Pu'lic di"tri'ution " op" 36.06000 o 0ank 'ranc e" 326000 Proli*eration o* large *or!at rural retail "tore" 3 ic "ucce""*ul al"o. o )SC4 Aar&ali "tore" o M / M S u' 4a' "tore" o T,T,IRalli" Di"an Dendra" o C"cort" rural "tore" o Warna'a@aar6 Ma ara" tra =annual "ale R" %0 crore? a#e 'een

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Co!pan& Pro*ile
Set up in 11(% a" a Boint #enture 3it FD9'a"ed Na!e" >inla& and Co!pan& to de#elop #alue9added tea6 t e Tata Tea 5roup o* Co!panie"6 3 ic include" Tata Tea and t e FD9'a"ed Tetle& 5roup6 toda& repre"ent t e 3orld8" "econd large"t glo'al 'randed tea operation 3it product and 'rand pre"ence in %0 countrie". ,!ong India8" *ir"t !ultinational co!panie"6 t e operation" o* Tata Tea and
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it" "u'"idiarie" *ocu" on 'randed product o**ering" in tea 'ut 3it a "igni*icant pre"ence in plantation acti#it& in India and Sri 4anka. T e con"olidated 3orld3ide 'randed tea 'u"ine"" o* t e Tata Tea 5roup contri'ute" to around .( per cent o* it" con"olidated turno#er 3it t e re!aining 1% per cent co!ing *ro! 0ulk Tea6 Co**ee6 and In#e"t!ent Inco!e. T e Co!pan& i" ead;uartered in Dolkata and o3n" 2- tea e"tate" in t e "tate" o* ,""a! and We"t 0engal in ea"tern India6 and Derala in t e "out .

Product" / 0rand"
T e co!pan& a" *i#e !aBor 'rand" in t e Indian !arket 9 Tata Tea6 Tetle&6 Danan )e#an6 C akra 5old and 5e!ini 99 catering to all !aBor con"u!er "eg!ent" *or tea. T e Tata Tea 'rand lead" !arket " are in ter!" o* #alue and #olu!e in India and t e Tata Tea 'rand i" accorded :Super 0rand: recognition in t e countr&. Tata Tea8" di"tri'ution net3ork in t e countr& 3it 3. C/> agent" and 2500 "tocki"t" cater" to o#er 1.- !illion retail outlet" =+R5 Marg Retail ,udit? in India. T e co!pan& a" a 100J e7port9oriented unit =D+SACR / A,CCP certi*ied? !anu*acturing In"tant Tea in Munnar6 Derala6 3 ic i" t e large"t "uc *acilit& out"ide t e Fnited State". T e unit8" product i" !ade *ro! a uni;ue proce""6 de#eloped in9 ou"e6 o* e7traction *ro! tea lea#e"6 gi#ing it a di"tincti#e li;uoring and ta"te pro*ile. In"tant Tea i" u"ed *or lig t den"it& 100J Tea"6 Iced Tea Mi7e" and in t e preparation o* Read&9to9 drink =RT)? 'e#erage".

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Wit an area o* appro7 156100 ectare" under tea culti#ation6 Tata Tea produce" around 30 !illion kg o* 0lack Tea annuall&.

%P2" o* Marketing o* T,T, TC,

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1O

ProductH
0ulk Tea ,ll grade" o* CTC Tea" ,ll grade" o* +rt odo7 Tea" +rganic Tea 9 +rt odo7 grade" Tea" are "upplied in packaging a" per IS+ nor!" a" 3ell a" cu"to!er re;uire!ent" #i@. %9pl& Dra*t Paper Sack"6 Multi3all Paper Sack"6 Rigid T99Sack"6 Pol&3o#en Sack"6 Currugated >i're Carlon"6 Pol&lined Nute 0ag" etc.

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In"tant Tea In"tant Tea )i#i"ion cater" to cu"to!er "peci*ic product and are u"ed *or lig t den"it& 100J Tea"6 Iced Tea Mi7e" and in t e preparation o* Read& to )rink =RT)? 'e#erage". In"tant Tea po3der i" packed in 'ulk package" o* 20I25I35 kg eac .

Intant tea po3der 9 ea#& den"it& In"tant tea po3der 9 in"titutional den"it& In"tant tea po3der 9 grocer& den"it& Micro !illed in"tant tea po3der 2O

PriceH
Marketer" need to under"tand t e p"&c e o* t e rural con"u!er" and t en act accordingl&. Rural !arketing in#ol#e" !ore inten"i#e per"onal "elling e**ort" co!pared to ur'an !arketing. >ir!" " ould re*rain *ro! de"igning good" *or t e ur'an !arket" and "u'"e;uentl& pu" ing t e! in t e rural area". To e**ecti#el& tap t e rural !arket a 'rand !u"t a""ociate it 3it t e "a!e t ing" t e rural *olk" do. T i" can 'e done '& utili@ing t e #ariou" rural *olk !edia to reac t e! in t eir o3n language and in large nu!'er" "o t at t e 'rand can 'e
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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

a""ociated 3it t e !&riad ritual"6 cele'ration"6 *e"ti#al"6 L!ela"M and ot er acti#itie" 3 ere t e& a""e!'le. ,ll t e price" o* t e product" depend upon t e package ie 50g!" or 100g!". Nor!all& a Penetrating Strateg& i" u"ed *re;uentl&

3O

PlaceH =)i"tri'ution?
+ne o* t e 3a&" could 'e u"ing co!pan& deli#er& #an" 3 ic can "er#e t3o purpo"e"9 it can take t e product" to t e cu"to!er" in e#er& nook and corner o* t e !arket and it al"o ena'le" t e *ir! to e"ta'li" direct contact 3it t e! and t ere'& *acilitate "ale" pro!otion. Ao3e#er6 onl& t e 'ig3ig" can adopt t i" c annel. T e co!panie" 3it relati#el& *e3er re"ource" can go in *or "&ndicated di"tri'ution
22

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

3 ere a tie9up 'et3een non9co!petiti#e !arketer" can 'e e"ta'li" ed to *acilitate di"tri'ution. ,nnual L!ela"M organi@ed are ;uite popular and pro#ide a #er& good plat*or! *or di"tri'ution 'ecau"e people #i"it t e! to !ake "e#eral purc a"e". ,ccording to t e India n Market Re"earc 0ureau6 around .000 "uc !ela" are eld in rural India e#er& &ear. Rural !arket" a#e t e practice o* *i7ing "peci*ic da&" in a 3eek a" Market )a&" =o*ten called LAaat"2? 3 en e7c ange o* good" and "er#ice" are carried out. T i" i" anot er potential lo3 co"t di"tri'ution c annel a#aila'le to t e !arketer". ,l"o6 e#er& region con"i"ting o* "e#eral #illage" i" generall& "er#ed '& one "atellite to3n =ter!ed a" LMandi"M or ,gri9!arket"? 3 ere people pre*er to go to 'u& t eir dura'le co!!oditie". I* !arketing !anager" u"e t e"e *eeder to3n" t e& 3ill ea"il& 'e a'le to co#er a large "ection o* t e rural population.

%O

Pro!otionH
>ir!" !u"t 'e #er& care*ul in c oo"ing t e #e icle to 'e u"ed *or co!!unication. +nl& 1(J o* t e rural population a" acce"" to a #ernacular ne3"paper. So6 t e audio #i"ual" !u"t 'e planned to con#e& a rig t !e""age to t e rural *olk. T e ric 6 traditional !edia *or!" like *olk dance"6 puppet " o3"6 etc 3it 3 ic t e rural con"u!er" are *a!iliar and co!*orta'le6 can 'e u"ed *or ig i!pact product ca!paign".
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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

*2CI&#" #&A
"Time for you and time for me,
2-

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

And time yet for a hundred in decisions, And for a hundred visions and revisions, Before the taking of a cup of tea"

,n aro!atic "tor&
It8" appening "lo3l&6 "urel& and "!oot l&. People o* t e 3orld are no3 3aking up To t e plea"ure" o* S+CICTP TC, It co!e" *ro! t e people 3 o a#e 'een gi#ing t e
2.

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

World "o!e o* t e *ine"t 'lend" o* tea6 "ince 1133 9 Aa"!uk rai / Co. T e Co!pan& launc ed Societ& Tea to !eet t e e#er9increa"ing de!and" *ro! di"tant " ore" "uc a" &our". W ere#er tea i" a tradition6 Societ& Tea I" al3a&" 3elco!e6 'ecau"e ere i" a 'lend +* "uc *ine *la#our6 *re" ne"" and con"i"tenc&6 T at !eet" &our e7pectation". It8" e#er&t ing &our cup o* tea " ould 'e.

Co!pan& Pro*ile
Tea i" a tradition in our countr&. ,"6 no dou't6 it i" in &our" a" 3ell. 0ut "lo3l&6 "urel&6 people all o#er are 'eing a little !ore con"ciou" a'out t e tea t at t e& drink. Slo3l& 'ut "urel&6 tea i" 'eing re*erred to a" S+CICTP TC,. Surel&6 one !ore delig t*ul indication o* t e 3orld gro3ing "!aller. ,nd in a 3a&6 o* people co!ing clo"er. No3 let8" rai"e our cup"6 to t i" c eer*ul tradition and to our little 3orld o* 'ig9ta"ting tea".

2/

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

Mi""ion State!ent
T e o'Becti#e i" to create ne3 'lend" *or t e 3orld. Tea" o* a "uperlati#e ;ualit& t at ta"te 'ud" ad ne#er kno3n To e7tend it" reac 6 cro"" geograp ical and cultural 'oundarie" and reac ing t e eart" o* t e people.

0ene*it" o* Societ& Tea Aealt 0ene*it"

Want t e lea"t e7pen"i#e an"3er to !e!or& pro'le!$ )rink tea6 e#er& *e3 our" a da&6 "a& recent *inding" '& Fnile#er Re"earc 4a'oratorie". ,*ter !uc e7peri!ent 3it co!'ination" o* #ariou" kind" o* drug" t at "uppo"edl& en anced !e!or& po3er6 t e *inding" "eek to "u'tl& "ugge"t t at t e !o"t a**orda'le re!ed&6 3it out !edical e7pen"e" in#ol#ed6 3a" alread& a#aila'le and &et ignored.
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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

>inding" '& Fnile#er point to a "trong link 'et3een tea and an increa"e in !ental alertne"" and ot er !ental and p &"ical attri'ute". )rinking tea e#er& *e3 our" can elp pre#ent a decline in !ental alertne"" and per*or!ance t roug out t e da&. Tea i" a ric "ource o* *la#onoid". T e *la#onoid" in tea are *ound to 'e e**ecti#e in i!pro#ing 'lood circulation and "kin ealt . Re"earc in Napan and Net erland" al"o indicate t at tea pre#ent" "troke" and eart attack"6 certain cancer"6 c eck c ole"terol le#el" and in i'it *or!ation o* dental pla;ue. Studie" a#e " o3n t at 'lack tea con"u!ption reduce" t e ri"k o* eart di"ea"e and "troke. It !aintain" a ealt & circulator& "&"te! o* arterie" and #ein". Toda& re"earc er" are *inding t at a "tea!ing cup o* tea can relie#e !ore t an Bu"t t e "tre"" o* a arried da&. )rinking t e 're3 a" 'een linked 3it a lo3ered ri"k o* e#er&t ing *ro! toot deca& to eart di"ea"e to "troke. In a "tud& o* !ore t an 1000 Napane"e !en6 t e !ore green tea t e& drank6 t e lo3er t eir concentration" o* 'lood c ole"terol dropped. ,nd recentl&6 Fni#er"it& o* Minne"ota re"earc er" *ound a link 'et3een tea con"u!ption and a decrea"ed ri"k *or cancer" o* dige"ti#e and urinar& tract organ" in 3o!en. Stud& on u!an" on tea and eart ealt 6 re#ealed t at drinking !ore t an *i#e cup" o* 'lack tea ad t e lo3e"t ri"k o* "e#ere at ero"clero"i".

*2CI&#" #&A

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

%P2" o* Marketing o* S+CICTP TC,

1O

ProductH
Available in 50, 100, 250 & 500 gra ! re!"e#$ivel%&

SOCIETY TEA

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

SOCIETY TEA ' (ET JAR

Available in 250, 500 gra ! an) 1 *g& +nl%&

SOCIETY TEA BA,S

In (a#-! +. 25, 50 & 100 re!"e#$ivel%&

SOCIETY (RE/IU/

Available in 250 gra ! Jar! +n Re01e!$& +nl%&

T ' TO23 TEA

Available in 250 & 500 gra ! Jar +nl%&

Available +n re01e!$ +nl%&

SOCIETY (URE DARJEE4I3, TEA

2O

PriceH
T e Pricing "trateg& u"ed '& Societ& Tea i" "o!e3 ere in 'et3een penetrating and "ki!!ing6 'ut t e !aBor part i" occupied '& Penetrating. Price" o* Tea are a" per t e product package".

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

CgE9 100 g!" are Q R".20I9

3O

PlaceH =)i"tri'ution?
Rural !arket" a#e t e practice o* *i7ing "peci*ic da&" in a 3eek a" Market )a&" =o*ten called LAaat"2? 3 en e7c ange o* good" and "er#ice" are carried out. T i" i" anot er potential lo3 co"t di"tri'ution c annel a#aila'le to t e !arketer". ,l"o6 e#er& region con"i"ting o* "e#eral #illage" i" generall& "er#ed '& one "atellite to3n =ter!ed a" LMandi"M or ,gri9!arket"? 3 ere people pre*er to go to 'u& t eir dura'le co!!oditie". I* !arketing !anager" u"e t e"e *eeder to3n" t e& 3ill ea"il& 'e a'le to co#er a large "ection o* t e rural population. )i"tri'ution o* Societ& i" all around t e Fr'an and Rural Market. T e Manu*acturer gi#e" it to t e 3 ole"aler6 3 ole"aler in turn gi#e" it to t e retailer and t en *inall& to t e cu"to!er".

%O

Pro!otionH
T e& arre"ted t e e&e". T ere 3a" "o!et ing di**erent a'out t e!. So!et ing *re" . So!et ing elegant. 4ittle 3onder t en6 t at tea9 lo#er" *elt per"uaded to pick t e! up and take t e! o!e. Pe"6 3e8re talking a'out t e package.

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

," a !atter o* *act6 e#er&t ing 3a" de"igned to appeal to t e "en"e". >ro! t e packaging to t e point9o*9"ale" attraction". >ro! t e pre"" ad#erti"e!ent" to t e po"ter". >ro! radio Bingle" to TG co!!ercial". T e Bingle :Tea. Tea. TeaRRRR.: caug t on "o !uc t at people 3e eard u!!ing it6 3 ile 3alking into "tore"6 3aiting *or train"6 3atc ing a cricket9!atc or generall& to ea"e out t eir 'oredo!. C#en c ildren 3ere eard "inging it. +ne *elt a *re" ne""6 a ne3ne""6 a "en"e o* content!ent "i!ilar to t e *eeling one get" a*ter eac "ip o* Aa"!uk rai / Co.8" tea". Pou couldn8t e7pect an& le"" *ro! t e!. ,*ter all6 t e& take "o !uc trou'le to create "uc e7;ui"ite 'lend" o* tea. Cac o* t e"e piece" o* co!!unication 3a" an in#itation in e#er& "en"e o* t e 3ord. In *act6 t e *ir"t ad *or S+CICTP Tea "aid :Welco!e to t e Societ&R.:. It 3a" an in#itation 3ell accepted6 *or t e "ociet& o* tea lo#er" i" gro3ing larger6 da& '& da&. We8re te!pted to "a& : Tea c eer" *or t e de"ign.:

Pari#ar Tea 4i!ited

Co!pan& Pro*ileH

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

, ne3l& e"ta'li" ed co!pan& in t e tea / co**ee indu"tr& 0oard o* )irector" are t e group !e!'er" and i" a partner" ip *ir! Manu*acturing Plant i" at Ga" i and ead o**ice i" at Malad

W & go Rural$ 4ittle a" c anged in t e #illage" o* India in t e pa"t decade". Sc ool" a#e 'een 'uilt6 'ut !an& "till lack teac er" and appropriate teac ing !et od". T ere are p one line" in !an& #illage"6 'ut getting a dial tone i" "till a c allenge. Clectricit& "uppl& i" at 'e"t inter!ittent. Aealt care i" "till li!ited in it" a#aila'ilit&. India2" #illage" are dependent on agriculture *or !uc o* t eir "u"tenance. )roug t i" a co!!on occurrence acro"" !uc o* India. ," a re"ult6 #illager"6 *or t e !o"t part6 re!ain a poor lot 9 t e per capita inco!e o* India2" #illage" i" per ap" no !ore t an R" 129 1.6000 =FS) 2%093(06 FS)1 S INR50? per annu!6 a" co!pared to t e national a#erage o* R" 256000 =FS) 500?. Per ap"6 !o"t i!portantl&6 t e opportunitie" a#aila'le to #illager" are not dra!aticall& di**erent *ro! 3 at t e& 3ere !an& &ear" ago. Gillage" in India are 3 ere &ou li#e i* &ou a#e no ot er option. ,nd &et6 India i" in it" #illage". -0J o* Indian" li#e t ere. C#en a" one India race" a ead 3it opti!i"! to3ard" t e *uture6 t ere i" anot er India 3 ic "ee!" to 'e "tuck in t e pa"t. I* India a" a nation a" to progre""6 t ere i" little dou't t at India2" #illage" too a#e to progre"".

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

Pari#ar Tea 4i!ited

%P2" o* Marketing o* P,RIG,R TC,

3-

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

1O

ProductH
T ere are 2 t&pe" o* teaH 5eneral Tea Aer'al Tea 2O

PriceH
Price" are "et according to t e rural !arket I #illage. Price" are "et a*ter con"idering 3 et er it i" a general tea or a er'al tea. Price" 3ill 'e a 'it ig *or er'al tea6 a" It contain" er'" 3 ic are co"tlier. ,l"o a" per t e package" o* tea 3O

PlaceH
T e di"tri'ution pattern o* our product 3ill 'e di**erent *or! t e u"ual pattern. T e *ir"t t i" i" t at t e co!pan& 3ill a#e a co!pan& outlet in eac and e#er& #illage 3 ic 3ill eli!inate t e pro'le! releting 3it !iddle!en. ,long 3it t i" tea pouc e" 3ill 'e a#aila'le at e#er& " op in #illage". %O

Pro!otionH
Initiall& 3e 3ill 'e gi#ing *ree "a!pling *or t e *ir"t u"er6 t ere'& pro!oting t e 'rand Wall painting at di**erent place" Mout to Mout Pu'licit& Mo'ile Pu'licit& 3it t e u"e o* #an" and 'ic&cle"

3.

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

>ree tea at *e"ti#al" and ot er occa"ion and al"o at our outlet"

S T P o* 3ari)ar #ea Li(ited

Seg!enting I Targeting I Po"itioning 1. Seg!entingH 0u&er" 'e a#ioral "eg!entation ,ll #aria'le" are in "o!e 3a& or t e ot er related to 'u&er" 'e a#ior6 3 ic #ar& o*ten con*u"e" !arketer". T ere i" a di**erence 'et3een t e 'u&er" c aracteri"tic" re*lected in t ere geograp ic6 de!ograp ic" and p"&c ograp ic pro*ile"6 and t ere 'u&ing 'e a#ior. 0u&er 'e a#ior in#ol#e" !an& ele!ent" like purc a"ing occa"ion 'ene*it"6 u"er "tatu"6 rate o* product u"age6 lo&alt& rate6 and attitude to3ard" t e product 2. TargetingH 9 T e co!pan& target" t e 3 ole *a!il& ie an&one in t e *a!il& can drink t e tea. ,l"o "pecial *or *ar!er" a" it al"o contain" er'" 3 ic 3ill re*re" *ar!er" 3. Po"itioning , Marketer can po"ition i" product in #ariou" 3a&" to de#elop or en ance it2" #alue to t e con"u!er. Ae al"o do it according to H Product C aracteri"tic" I Con"u!er 0ene*it" Price Tualit& F"e or ,pplication Product F"er Product Cla"" Culture S&!'ol" Co!petitor"

3/

K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

Pour co!pan& po"ition" it2" product" a" a Tualit& product at *are price" and con"u!er 'ene*it" 3 ic i" a er'al tea

So!e 4i#e C7a!ple"

1. +ne #er& *ine e7a!ple can 'e ;uoted o* C"cort" 3 ere t e& *ocu"ed on deeper penetration. T e& did not rel& on T.G or pre"" ad#erti"e!ent" rat er concentrated on *ocu"ed approac depending on geograp ical and !arket para!eter" like *are"6 !ela" etc. 4ooking at t e Ukuc a2 road" o* #illage t e& po"itioned t eir 'ike a" toug #e icle. T eir ad#erti"e!ent" " o3ed ) ar!endra riding C"cort 3it t e punc line UNandar Sa3ari6 S andar Sa3ari2. T u"6 t e& ac ie#ed 3 opping "ale" o* 15000 #e icle" annuall&.

2. A44 "tarted U+peration 0 arat2 to tap t e rural !arket". Fnder t i" operation it pa""ed out lo3priced "a!ple packet" o* it" toot pa"te6 *airne"" crea!6 Clinic plu" " a!poo6 and Pond" crea! to t3ent& !illion ou"e old".

3.

ITC i" "etting up e9C oupal" 3 ic o**er" t e *ar!er" all t e in*or!ation6 product" and "er#ice" t e& need to en ance *ar! producti#it&6 i!pro#e *ar!9gate price reali@ation and cut tran"action co"t". >ar!er" can acce"" late"t local and glo'al in*or!ation on 3eat er6 "cienti*ic *ar!ing practice" a" 3ell a" !arket price" at t e #illage it"el* t roug t i" 3e' portal 9 all in Aindi. It al"o *acilitate" "uppl& o* ig ;ualit& *ar! input" a" 3ell a" purc a"e o* co!!oditie" at t eir door"tep.

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

%.

0PC4 Introduced Rural Marketing Ge icle =RMG? a" t eir "trateg& *or rural !arketing. It !o#e" *ro! #illage to #illage and *ill" c&linder" on t e "pot *or t e rural cu"to!er". 0PC4 con"idered lo39inco!e o* rural population and t ere*ore introduced a "!aller "i@e c&linder to reduce 'ot t e initial depo"it co"t a" 3ell a" t e recurring re*ill co"t.

Conclu"ionH
T u" looking at t e c allenge" and t e opportunitie" 3 ic rural !arket" o**er to t e !arketer" it can 'e "aid t at t e *uture i" #er& pro!i"ing *or t o"e 3 o can under"tand t e d&na!ic" o* rural !arket" and e7ploit t e! to t eir 'e"t ad#antage. , radical c ange in attitude" o* !arketer" to3ard" t e #i'rant and 'urgeoning rural !arket" i" called *or6 "o t e& can "ucce""*ull& i!pre"" on t e 230 !illion rural con"u!er" "pread o#er appro7i!atel& "i7 undred t ou"and #illage" in rural India.

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K.M.AGRAWAL COLLEGE OFARTS, COMMERCE AND SCIENCE

RECO//E3DATIO3
The e a e "a%y +o")a%&es 'h&+h e%te ed u a! "a #ets. Co")a%&es %eeds to

be +o")et&t&,e a%d #ee) o% u)dat&%( &ts st ate(y to ha,e a $ootho!d &% the Ru a! "a #ets. Fo I%d&a to "a&%ta&% a%d &") o,e e+o%o"&+ ( o'th &t &s &")e at&,e to &") o,e u a! "a #ets. E,e% today the e &s &"ba!a%+e &% u a! de,e!o)"e%t. Go,e %"e%t a%d Ma #ete s ha,e to u%de ta#e "easu es to &") o,e the Ru a! "a #ets.

32