Develop Price

Rural Market
Distribution promotion

Customers demands Organizational objectives

Product

Success

CLASSIFICATION OF RURAL MARKET

Urban to rural
FMCGs Consumer Durables Services

Rural to Urban
Agricultural products

Rural to Rural
Goods of any nature sold from rural to rural

PROFILE OF THE RURAL CONSUMER

Low Literacy Level Low Income Level Massive Geographic Spread Rural scattered over 630000 villages Media Habits Fond of music ,T.V, Radio ,Video Films Generally they have a lot of reservation/ inhibition rigid in their behavior.

PICKUP TRUCKS IN INDIA

Indian Truck Industry has played a major role in the Indian trade and commerce for the decades From 1950-51 to 1990-91, the truck industry in India has seen a growth rate of 7.2%. Currently, there are more than 1300 trucks per million population, whereas the utilization of trucks and pickup trucks is more than 70,000 kms per annum.

PRODUCT
1.Mahindra built the Genio to satisfy small and medium business transportation needs. 2. The Genio raises the standards for safety in commercial pickups. 3.Built for performance, it commands the style of a utility vehicle and the comfort of a car to make transporting goods more efficient and more relaxed.

Price Rs 4.99 lacs Rs 6.99 lacs Place Mahindra Genio is available with all the dealers of Mahindra motors of respective villages or cities.

PROMOTION

Video ads for advertising on television Hoardings for advertising on roads.

Promotion by banks by Providing various loan schemes to farmers, and transport organization
Participating in village festivals, and giving discounts .

STRENGTHS

Availability of cheap but skilled labour. Produces goods at low cost but with high efficiency . Strong engineering skills in designing. Well-developed and globally competitive auto ancillary industry.

WEAKNESSES

Infrastructural constraints.

Low investment in R&D when compared to other organization.

OPPORTUNITIES

All segments, especially passenger vehicles and commercial vehicles. Increasing road network. Market opening up for hybrids. Rising rural demand especially for fourwheelers.

THREATS

Rising interest rates and inflation Competition may put pressure on profit margins Pressure to innovate consistently Volatility of petrol and diesel prices

CHALLENGES FACED BY COMPANIES IN RURAL MARKET One of the major problems faced by the company is the poor condition of the roads. They hardly match the rapid pace at which the automobile industry is developing. They are mostly used by bullock carts and two wheelers. It was also very difficult to enter in the rural market , as there werent many dealers to take dealership of the product.

COUNTERFEIT BRANDS

Looks alike- There were many brands looked alike such as-Piaggio ape , Ford f150 , Tata 407 Spell alike - There arent any other brands which spell alike Mahindra Genio. Competitors of brands 1. Tata 2. Piaggio 3. Force

TATA 407

MAHINDRA Genio

THANK YOU