Professional Documents
Culture Documents
OVERVIEW
What is Rural Product
Packaging in rural
LUP strategies
Rural packaging strategy
Case study : Parachute
Case Study : Frooti
Rural Product and Categories
Rural Consumer
outlook
Not a dumping
ground for lower
end products; need
specific products
Cost-benefit
analysis
Ex.: MUV, Chinese
VCD brand
PLC and Strategies
Seeding Sampling Harvest Stage Withering
Stage Stage Stage
Poor Infrastructure
Non-availability of shops
Unemployment
Poor media penetration
Skeptical customers (less use new brand )
Rigid social customs
Duplicity
Rural Marketing By Marico
Problems faced by Marico
Threat of 55% market share of Marico in Hair
Oil category
Kolkata-based Emami Ltd came up with a Re1
sachet that contains 2.7 ml of its Navratna
cool hair oil aiming at rural market.
Need to revive rural growth.
Product Parachute- Mini
https://www.youtube.com/watch?v=Vj0-J7Q0lr0
https://www.youtube.com/watch?v=oJVqyC1pVAc
Results
During the quarter ended June 30, 2010, Maricos
rural sales at 15% grew faster than its urban
growth, which was around 9-10%.
A study by Marico showed a 25% conversion from
loose coconut oil usage to Parachute Pouch Pack,
post van campaign and a substantial increase in
sales from the campaign areas. This is because
we have consciously driven recruiter pack
(smaller stock-keeping units) and tried to increase
consumer franchise,
Rural Marketing By Parle Frooti
Market Share of Parle Agro
Problems faced by Frooti
Decreasing share in Fruit juice segment and sluggish growth as compared
to aggressive strategies of Coke & Pepsi in the rural india.
High consumer preference for flavours other than mango and green
mango.
Skeptical customers
Poor Infrastructure
Non-availability of shops
Duplicity
Product: Frooti tetra pack
Packaging Combination of layers of paper, plastic and aluminium
The new tag line for Frooti tetra pack is paanch ka do (two for
Rs 5)