09 - Jai Desai 35 - Smilie Misquitta 16 - Furquan Deshmukh 40 - Joshua Nagawkar 22 - Zahan Irani 48 - Shraddha Patel 25 - Pritpal Khokar
Dec 28, 2015
09 - Jai Desai 35 - Smilie Misquitta16 - Furquan Deshmukh 40 - Joshua Nagawkar22 - Zahan Irani 48 - Shraddha Patel25 - Pritpal Khokar
Consumer Durables Growth Rate (in %)
Rural Marketing association of India - RMAI survey 2009
59 % of consumer durables sales come from rural market
Consumer Durables market size is 500 million (in Rs.)
NCAER : National Council of Applied Economic Research, India
Group I
( Low Price, <Rs. 2,000)
Group II
( Medium price,Rs.2,000-8,000)
Group III
(High price, Rs. >8,000)
Pressure cooker Black & white TV Color TV
Bicycle Geyser Scooter, motorcycle
Wristwatch Sewing machines Refrigerator
Radio / transistor Vacuum cleaner Washing machine
Ceiling, table fan Two-in-one stereo Music system
Walkman Mixer grinder Car, Jeep
White goods, Brown goods and Consumer electronics
Problem Areas Need
Scarcity of power supply Alternate energy source
Voltage fluctuation Product designed for it
Consumer are not technology driven Functional product
Low disposable income Affordable product
58 % house are semi-permanganate or temporary
Easily moveable products
Low awareness level Information, education
Decision takes longer time Continues relationship
Manufacturer & Supplier of Solar Lighting System
Mission – To reach out to Households world over without access to modern electricity
Board of Directors – Experienced Solar and Electronics Specialist
Aishwarya – World’s most affordable and reliable Solar Lamp
Awards – Ashden Light Award also known as Green Oscar
Geographical Population less than 5,000 Humid area
Socio Economic Group R1 - Landlords, Zamindar’s R2 - Rich farmers with 5+ acres of land R3 - Average landholding of 2-5 acres R4 - Agricultural labourer
• Functional, Affordable, Acceptable• Easily movable • Maintenance free, easy cleaning…• Durable - rough and tough• Reliable• Product with Low dependency on electricity
“Product which I really need and which I can buy”
Specifications Attached rechargeable Battery is built-in 12V/500mA Fan motor power consumption - 3.3 W Diameter - 9" No. of blades – 4
Product Features The solar panel transforms sun light into DC electricity, and recharges the
battery The battery can also be charged using the normal AC power. Works continuously up to 4 hrs (at max. fan speed) and 10 hrs (at min. fan
speed) Charged by strong sunshine for 3-5 hours, fan can work about 10 hours Step-less speed regulation, over-charge and discharge protection and
oscillation feature.
Long lasting, energy-saving motor that can run 1800 rpm
AISHWARYA PANKHEHar Ghar Ke Liye…
• Affordable (Long Lasting)• Available for use without Electricity• Portable to fit in Any House
AISHWARYA
AISHWARYA
Price Range from of Rs. 999 – Rs. 1499 More than Competition : Added Value Quality-Price Relationship (value for Money)
Payment Terms :- Full Payment - Mortgage through money lenders: Rs 400 x 4 installments
(per quarter)
Value Pricing
Cost Customer
Training provided to the Technicians / Dealers for repair services
Repair within Warranty would be Free
Up to 3 postcards with the dealer / technician address provided along with product
The Technician will visit the Location
All the details will be updated during the sale of the Product
Factors influencing Distribution Network Design
▪ Inventory of Stock▪ Transportation of Goods▪ Facility & handling ▪ Information
People move out to cities/towns for employment Source of Income Decision makers / Buyers City Targeted - Mumbai
Start in Jan 2010 1st stage launch in locations in AP / Gujarat 2nd Major Parts of India
Communication and promotion focus on Create Product Awareness Educate people for solar benefit Get feed back Local or regional approach
“Different need, different approach to provide solution ”
Education level, Awareness level
Different languages
Different region may have different motivation to buy
Example: Bihar – affordable, Gujarat – savings
Identification of opinion leaders and influencers
To understand how new product is perceived by customer
To address user queries or question
Aishwarya Fans
Educate postman about product Give him postcard of product Give incentives for distribution He will explain product while distributing postcard
“Khush khabari hai, bina bijali ka pankha aya hai”
Mela, Haat, Mandi, Panchayat Meetings
Opportunity to identify opinion leader
It will help in understanding customer psyche
Ask people to search for electricity wire or connection and explain how it works without it.
Better Connect with Rural Market
Spread Network due many projects
Trust worthy Source for promoting
Marketing can be targeted via Bulk Purchase Offer
Identify people who can’t afford to pay Rs. 1500/- at once Ask them how much they can save per day, eg. Rs. 25 Give them Gullak (piggy bank) In two months they can buy an Aishwarya Fan
Identify potential buyer
Opinion leader or influencer
Bhajan mandali, Meeting center, Celebration
Give it for a two day trial or One week trial
Sponsor it as prize
Wrestling events, Bullock cart Races
Promote the Brand to audiences from different villages
Word of Mouth