soniya

Group Members.Group Members.

Asha Narayankar 57Asha Narayankar 57 Pravin Ramakrishnan 65Pravin Ramakrishnan 65 Soniya Rahate 68Soniya Rahate 68 Swapnil Shah 82Swapnil Shah 82 Karthik Shastri 85Karthik Shastri 85 Jasmin Shaikh 86Jasmin Shaikh 86 Pooja Soni 93Pooja Soni 93

Case studyCase study Nov -2004 Nov -2004

Tractor is the major farm equipment Tractor is the major farm equipment marketed under agriculture and marketed under agriculture and agriculture durable category to rural India.agriculture durable category to rural India.

Apart from is utility in farming activities, Apart from is utility in farming activities, tractor is considered as states symbol in tractor is considered as states symbol in rural area and is also used as means of rural area and is also used as means of conveyance and transportationconveyance and transportation

The tractor industry in India is segmented The tractor industry in India is segmented by horsepower (HP) into the lower by horsepower (HP) into the lower segment of 25HP and higher segment of segment of 25HP and higher segment of 45HP and above. 45HP and above.

The market has gradually shifted to The market has gradually shifted to medium and higher segments of HP medium and higher segments of HP category. category.

Previously, the sale of tractor was Previously, the sale of tractor was concentrated in area like Punjab, Haryana concentrated in area like Punjab, Haryana and Western Utter Pradesh, which enjoyed and Western Utter Pradesh, which enjoyed the benefits of green revolution and the benefits of green revolution and required low power tractors for tilling as required low power tractors for tilling as the soil in these states is alluvial in nature.the soil in these states is alluvial in nature.

The recent studies show this region-wise The recent studies show this region-wise tractor sales have shifted from northern tractor sales have shifted from northern states to other part of the counter. states to other part of the counter.

With an increase in irrigated cropped With an increase in irrigated cropped area, the population of tractors started area, the population of tractors started increasing in other states like the ounces increasing in other states like the ounces situated in west and south India. situated in west and south India.

Tractor sale have also gained Tractor sale have also gained considerable momentum in states like considerable momentum in states like Madhya Pradesh, Maharashtra, Gujarat Madhya Pradesh, Maharashtra, Gujarat and Rajasthan during the past few years. and Rajasthan during the past few years.

The studies also suggest fresh The studies also suggest fresh demand will be driven by states in demand will be driven by states in the west and south and high powered the west and south and high powered segment of the country while Punjab, segment of the country while Punjab, Haryana western Uttar Pradesh, will Haryana western Uttar Pradesh, will witness more replacement demand. witness more replacement demand.

The demand will concentrate on the The demand will concentrate on the medium and high HP segment.medium and high HP segment.

Mahindra and Mahindra (M&M) is the Mahindra and Mahindra (M&M) is the leader in tractor marketing in rural leader in tractor marketing in rural India with more then 38per cent India with more then 38per cent market share. market share.

M&M has a widespread and excellent M&M has a widespread and excellent dealers and servicing network in dealers and servicing network in northern part of country.northern part of country.

Other players are Punjab tractors, Other players are Punjab tractors, escorts, TAFE and Eicher and the escorts, TAFE and Eicher and the competition is likely to intensify competition is likely to intensify further due to increasing presence of further due to increasing presence of global players.global players.

Some of the recent trends in Some of the recent trends in rural marketing are as under:rural marketing are as under:

Tractor now a day is not only considered Tractor now a day is not only considered as farm equipment in rural India, but also as farm equipment in rural India, but also perceived as family car/vehicle and perceived as family car/vehicle and transportation means in rural India.transportation means in rural India.

Opinion leaders and users play an Opinion leaders and users play an important role in agriculture and important role in agriculture and agriculture durable products.agriculture durable products.

Financing/ credit facilities, local presence Financing/ credit facilities, local presence and after sale service are crucial factors and after sale service are crucial factors for success of agricultural durable items for success of agricultural durable items because of huge investment by farmers.because of huge investment by farmers.

All the decisions related to All the decisions related to agriculture and agriculture durables agriculture and agriculture durables are a prerogative of the head of the are a prerogative of the head of the family or the elders of the village. family or the elders of the village. However, rural youth are major However, rural youth are major decision influencers.decision influencers.

In agricultural durable items, rural In agricultural durable items, rural consumers are very alert to the value consumers are very alert to the value of a product and are willing to of a product and are willing to research extensively by comparing research extensively by comparing the product features, quality and the product features, quality and price with option available to them.price with option available to them.

Apart from the use of melas, mandis, Apart from the use of melas, mandis, haats and vans to decimate product in haats and vans to decimate product in formation and increase awareness , agri-formation and increase awareness , agri-mills (such as sugar mills), rural mills (such as sugar mills), rural tournaments, service camp, factories, tournaments, service camp, factories, electricity boards and local brand electricity boards and local brand ambassadors are good vehicle to ambassadors are good vehicle to promote the agricultural durables as promote the agricultural durables as farmer has ample time to spare and farmer has ample time to spare and listen to product details and watch live listen to product details and watch live demonstrations. demonstrations.

Considering the above points, Considering the above points, intensifying competition, demand in intensifying competition, demand in other parts of the country and future other parts of the country and future expected demand, M&M want to re-expected demand, M&M want to re-devise its marketing strategies to retain devise its marketing strategies to retain its market leadership throughout the its market leadership throughout the country.country.

As a marketing consultant, please As a marketing consultant, please give your innovative suggestions give your innovative suggestions

for:for: What strategy should the company adopt in What strategy should the company adopt in

terms of product mix innovation/modification, terms of product mix innovation/modification, pricing, distribution, after sales service and pricing, distribution, after sales service and promotion to retain its leadership?promotion to retain its leadership?

Should the company rely on local youth and Should the company rely on local youth and dealers for sales and after sales services? dealers for sales and after sales services? What are the advantages of the same?What are the advantages of the same?

Discuss the effects of liberalization and WTO Discuss the effects of liberalization and WTO on agriculture input market in India? on agriculture input market in India?

Facts Facts 19821982: Mahindra brand of tractors : Mahindra brand of tractors

launched. launched. 19831983: Mahindra & Mahindra became : Mahindra & Mahindra became

market leader in the Indian tractor market leader in the Indian tractor market, a position it has retained till market, a position it has retained till date.date.

2003 :2003 : Mahindra & Mahindra Tractors Mahindra & Mahindra Tractors

awarded the prestigious Deming Prize awarded the prestigious Deming Prize for excellence in quality, making it the for excellence in quality, making it the first tractor company in the world to first tractor company in the world to receive the award. receive the award.

India's first Turbo tractor launched - India's first Turbo tractor launched - Mahindra Sarpanch 595 DI Super Turbo Mahindra Sarpanch 595 DI Super Turbo

Mahindra Group's Farm Equipment Sector Mahindra Group's Farm Equipment Sector is the largest producer of agricultural is the largest producer of agricultural tractors in India. It has enjoyed an tractors in India. It has enjoyed an unparalleled market leadership in the unparalleled market leadership in the domestic market for the last 23 years. domestic market for the last 23 years.

With a 30% market share, the With a 30% market share, the Bhoomiputra, Sarpanch and Arjun brands Bhoomiputra, Sarpanch and Arjun brands of tractors give the Group's Farm of tractors give the Group's Farm Equipment Sector a presence in all the Equipment Sector a presence in all the major tractor segments in India.major tractor segments in India.

It has a large customer base of 11,00,000 It has a large customer base of 11,00,000 satisfied customers and the deepest satisfied customers and the deepest distribution reach.distribution reach.

SummarySummary

Tractor is an agricultural durable also Tractor is an agricultural durable also considered as status symbols in rural considered as status symbols in rural India. Tractor is segmented by India. Tractor is segmented by horsepower (HP) there are basically horsepower (HP) there are basically three level segments.three level segments.

Lower level i.e. of 25HP.Lower level i.e. of 25HP. Mid-level segment i.e. of 35HP.Mid-level segment i.e. of 35HP. Higher level segment i.e. of 45HP.Higher level segment i.e. of 45HP.

Before the sale of tractors were more in Before the sale of tractors were more in area like Punjab, Haryana due to green area like Punjab, Haryana due to green revolution but now it has been shifted from revolution but now it has been shifted from north to west and south part of India like north to west and south part of India like Rajasthan , Maharashtra etc. the studies Rajasthan , Maharashtra etc. the studies shows that now-a-days demand for mid shows that now-a-days demand for mid segment and higher segment HP have segment and higher segment HP have increased more.increased more.

Mahindra and Mahindra (M&M) was leader Mahindra and Mahindra (M&M) was leader in tractor marketing and occupied 35% of in tractor marketing and occupied 35% of market and considers has market leader market and considers has market leader and have excellent serving network in and have excellent serving network in northern part of country. their is cut threat northern part of country. their is cut threat competition between M&M and Punjab competition between M&M and Punjab tractors , Escorts, TAFE which is likely tractors , Escorts, TAFE which is likely intensify further due to the present of intensify further due to the present of global market.global market.

Some of the recent Some of the recent trends in rural markets trends in rural markets

are as underare as under.. In rural India tractor is used as farm In rural India tractor is used as farm

equipment as well as family car/ vehicle equipment as well as family car/ vehicle and transportation mean. and transportation mean.

Opinion leader and users play important Opinion leader and users play important role in agriculture and durable produce role in agriculture and durable produce where all the decision are taken by head of where all the decision are taken by head of the family.the family.

Financing / credit facilities, local presence Financing / credit facilities, local presence and after sale service are crucial factors and after sale service are crucial factors for success of agricultural durable items for success of agricultural durable items because of huge investment by farmers.because of huge investment by farmers.

In agricultural durable items, rural In agricultural durable items, rural consumers are very alert to the value of a consumers are very alert to the value of a product and are willing to reaches product and are willing to reaches extensively by comparing the product extensively by comparing the product features, qualities and price with optimum features, qualities and price with optimum available to them.available to them.

Apart from the use of meals, mandis, haats Apart from the use of meals, mandis, haats and vans to decimate product information and vans to decimate product information and increase awareness, agri-mills, rural and increase awareness, agri-mills, rural tournament, services camps, factories, tournament, services camps, factories, electricity boards and local brands. electricity boards and local brands.

What strategy should the company adopt in terms of product mix innovation/modification, pricing, distribution, after sales service and promotion to retain its leadership?

In terms of product mix innovation / In terms of product mix innovation / modification the company should adopt the modification the company should adopt the

following strategies.following strategies. The tractors should be designed in direct The tractors should be designed in direct

response to the customers' needs. The response to the customers' needs. The company should consider to increase horse company should consider to increase horse powers and corresponding axle and powers and corresponding axle and transmission changes which will enable the transmission changes which will enable the customers to increase their productivity and customers to increase their productivity and success.“success.“

The tractors should be tough, economical and The tractors should be tough, economical and reliable.reliable.

They should be loaded with a high performance They should be loaded with a high performance engine, easy shift transmission, advantageous engine, easy shift transmission, advantageous single speed PTO and big lift capacity.single speed PTO and big lift capacity.

Ergonomically designed seats.Ergonomically designed seats. Comfortable rides for long hours.Comfortable rides for long hours.

Apart from farming activities they should Apart from farming activities they should perform operations like material handling perform operations like material handling and transport efficiently.and transport efficiently.

Ensure long-term structural stability.Ensure long-term structural stability. Better fuel efficiency Better fuel efficiency The products should be a complete package The products should be a complete package

of a large capacity engine, heavy-duty of a large capacity engine, heavy-duty transmission, high lift capacity hydraulics transmission, high lift capacity hydraulics and a very robust cast iron chassis. and a very robust cast iron chassis.

These machines must perfectly suit almost These machines must perfectly suit almost all kinds of farming operations ranging from all kinds of farming operations ranging from basic chores to commercial landscaping.basic chores to commercial landscaping.

Lower engine noise.Lower engine noise.

Pricing StrategiesPricing Strategies Deeper penetration of market-Deeper penetration of market- rural markets adopted for rural markets adopted for

deeper penetration and expansion because of its size.deeper penetration and expansion because of its size. Long run profit maximization-Long run profit maximization- a company that enter the a company that enter the

rural market should not anticipate profit in the short run rural market should not anticipate profit in the short run but wait for success in the long run.but wait for success in the long run.

Recover profit through distribution cost-Recover profit through distribution cost- a company a company thinking of going rural should prepare its pricing thinking of going rural should prepare its pricing objectives in such a way that it can recover the cost objectives in such a way that it can recover the cost involved in distribution, production and dealer margin involved in distribution, production and dealer margin too.too.

Competitive pricing-Competitive pricing- rural marketers study the pricing rural marketers study the pricing strategy of competitors and accordingly fixed the price of strategy of competitors and accordingly fixed the price of the product.the product.

Increase sales volume and market share-Increase sales volume and market share- one of the one of the main objective will be to increase the sales volume. main objective will be to increase the sales volume. Pricing will play an important role in order to increase Pricing will play an important role in order to increase the sale volume.the sale volume.

Network & Distribution.Network & Distribution. M&M should gear up its network to satisfy and M&M should gear up its network to satisfy and

delight the customer by providing Timely and delight the customer by providing Timely and Quality service near to the customer.Quality service near to the customer.

To address the problem of ‘DISTANCE’ traveled by To address the problem of ‘DISTANCE’ traveled by customer to avail services, the service network customer to avail services, the service network should be expanded by appointing Neighborhood should be expanded by appointing Neighborhood Service points (NSP) and Mahindra Authorized Service points (NSP) and Mahindra Authorized Service Points (MASP) apart from Dealerships and Service Points (MASP) apart from Dealerships and their branches their branches

Currently, the customer can get service & Spare Currently, the customer can get service & Spare parts from any of the 650+ dealerships, their 413 parts from any of the 650+ dealerships, their 413 branches, 68 MASPs and 480 NSPs. The customer branches, 68 MASPs and 480 NSPs. The customer saves his valuable time and money.saves his valuable time and money.

After sales services of After sales services of M&M.M&M.

At M&M, Customer care efforts should be put At M&M, Customer care efforts should be put in to make Customer’s Mahindra tractor in to make Customer’s Mahindra tractor ownership – a memorable experience.ownership – a memorable experience.

Programs and practices must be incorporated Programs and practices must be incorporated to enhance this experience which must be to enhance this experience which must be practiced by both Dealers and M&M practiced by both Dealers and M&M employees. employees.

Key parameters which are of prime importance Key parameters which are of prime importance to Customers like “Good quality service in to Customers like “Good quality service in minimum time” must be taken care of by minimum time” must be taken care of by increasing Network and Doorstep service.increasing Network and Doorstep service.

This network should also take care of Genuine This network should also take care of Genuine Mahindra Parts availability.Mahindra Parts availability.

Dealers should be geared up with equipped Dealers should be geared up with equipped workshops and skilled manpower to handle workshops and skilled manpower to handle the product.the product.

Various innovative programs like Swasth Various innovative programs like Swasth Tractor Swasth Chalak, Padyatra, Tractor Swasth Chalak, Padyatra, Installation – must be encouraged & Installation – must be encouraged & promoted to build emotional bond and promoted to build emotional bond and further improve Company – Customer further improve Company – Customer relationship. relationship.

The idea is to give the best experience The idea is to give the best experience every time Customer visits the dealership or every time Customer visits the dealership or interacts with the company.interacts with the company.

Regular feedback must be taken from the Regular feedback must be taken from the customers on product and services offered customers on product and services offered and changes in systems should be and changes in systems should be incorporated to take up Customer incorporated to take up Customer experience to the next levels. experience to the next levels.

Promotion.Promotion. In The Year 1999, M&M went into rural In The Year 1999, M&M went into rural

Haryana with Bits New 25 HP BLUE TRACTOR Haryana with Bits New 25 HP BLUE TRACTOR MODEL- Mahindra 255-di (all its other tractors MODEL- Mahindra 255-di (all its other tractors are red). It has used the positioning are red). It has used the positioning statement “ statement “ Bade ka Faida Chhote MainBade ka Faida Chhote Main” ” designed to win the small farmer over on the designed to win the small farmer over on the basis of superior performance, it avoid print basis of superior performance, it avoid print and electronic media advertising and went on and electronic media advertising and went on for on fields activities . for on fields activities .

Philosophy: instead of waiting for the customer Philosophy: instead of waiting for the customer to approach them, they have taken the brand to approach them, they have taken the brand to the farmers door step, it was an innovation to the farmers door step, it was an innovation in delivering customer values to rural India .in delivering customer values to rural India .(Gupta 1999)(Gupta 1999)

Mahindra Kisan Mitra - a Mahindra InitiativeMahindra Kisan Mitra - a Mahindra Initiative     Mahindra and Mahindra Ltd., Farm Equipment Mahindra and Mahindra Ltd., Farm Equipment

Sector of the Mahindra Group brings to you Sector of the Mahindra Group brings to you MahindraKisanMitra.com, a place for the Indian MahindraKisanMitra.com, a place for the Indian farmers to access wealth of information which is farmers to access wealth of information which is updated on a daily basis. Farmers can check daily updated on a daily basis. Farmers can check daily mandi prices, read weather updates, latest crop mandi prices, read weather updates, latest crop advisories, and agri related news. Farmers can also advisories, and agri related news. Farmers can also read and benefit from the success stories of other read and benefit from the success stories of other fellow farmers.  The site also provides information fellow farmers.  The site also provides information under various other sections such as crop under various other sections such as crop information, loans, insurance, mandi database, information, loans, insurance, mandi database, cold storages/warehouses and agri events.cold storages/warehouses and agri events.

Q 2.Should the company rely on local youth and dealers for sales and after sales services? What are the advantages of the same?

Advantages to Rely on local youth and dealers Advantages to Rely on local youth and dealers for sales and after sales service. for sales and after sales service. 

Local youth are major influencers as they are the Local youth are major influencers as they are the actual user of the product .actual user of the product .

Secondly the rural consumers may trust the local Secondly the rural consumers may trust the local youth and dealers regarding a certain product as youth and dealers regarding a certain product as they are one of them and the comfort level is better they are one of them and the comfort level is better as compared to appointing a person from outside. as compared to appointing a person from outside. The  local dealers  are  within the rural areas thus The  local dealers  are  within the rural areas thus the company has better reach to the rural the company has better reach to the rural consumers. consumers.

By employing rural youth and dealers they By employing rural youth and dealers they will work hard as there will be increase in will work hard as there will be increase in their standard of living and their families their standard of living and their families thus the company will also get a good thus the company will also get a good public image within the rural areas and public image within the rural areas and rural consumers will have trust in the rural consumers will have trust in the product and the organization. There are product and the organization. There are many examples where the rural youth and many examples where the rural youth and dealers have proved to be efficient and dealers have proved to be efficient and skillful.skillful.

Rural people were unaware of Rural people were unaware of renewable technologies and would not renewable technologies and would not spend their hard earned money on a spend their hard earned money on a technology, which did not have technology, which did not have efficient after sales services at the efficient after sales services at the local level and no opportunity to earn local level and no opportunity to earn an income.an income.

Q3. Discuss the effects of liberalization and WTO on agriculture input market in India?

Effects of liberalization Effects of liberalization Indirect Indirect 1] Positive  1] Positive  

   Making agricultural market access conditions more Making agricultural market access conditions more

transparent, predictable and competitive; transparent, predictable and competitive; Establishing or strengthening the link between Establishing or strengthening the link between

national and international agricultural markets, and national and international agricultural markets, and thus relying on the market for allocating scarce thus relying on the market for allocating scarce resources to most productive uses. resources to most productive uses.

2] Negative 2] Negative Increase in imports of crops and oil seeds Increase in imports of crops and oil seeds Domestic market for certain commodities does not Domestic market for certain commodities does not

growgrow

Direct effects.Direct effects.     Direct effects on agricultural input are  the Direct effects on agricultural input are  the

input subsidies are cut down due to which the input subsidies are cut down due to which the Indian agricultural sector  has difficulties in Indian agricultural sector  has difficulties in growing as the cost increases and the returns are growing as the cost increases and the returns are less and prices have to be kept competitive as less and prices have to be kept competitive as per global standards thus it is difficult to fulfill the per global standards thus it is difficult to fulfill the domestic demand with domestic supply thus domestic demand with domestic supply thus importing of agricultural products increases.importing of agricultural products increases.

The better side of this is that the agricultural The better side of this is that the agricultural input industry has chances of growing as it can input industry has chances of growing as it can recover its cost and earn profits. Thus these recover its cost and earn profits. Thus these industries can go ahead export their products and industries can go ahead export their products and match themselves with international standard. match themselves with international standard.

Conclusion : Liberalization of trade in agriculture will create challenges and opportunities. Good governance and adoption of appropriate policies, including regional cooperation, will minimize costs and maximize benefits 

Q 8: how do leading companies like Hindustan Lever Limited (HLL) &Colgate Palmolive market their products in Rural India?

Marketing strategies of HLLMarketing strategies of HLL

In 1998, ‘In 1998, ‘Project streamlineProject streamline ’ ’ played an important role to played an important role to enhance Hll’s control on supply enhance Hll’s control on supply chain – a very important chain – a very important component desired by all component desired by all marketers. This project enabled marketers. This project enabled itself to reach even itself to reach even unapproached villages.unapproached villages.

It started as a pilot project in It started as a pilot project in Uttar Pradesh & now being used Uttar Pradesh & now being used to cover many new villages.to cover many new villages.

Each of the 450 districts in India has as many Each of the 450 districts in India has as many as hundreds villages connected to them , at as hundreds villages connected to them , at times even thousands. times even thousands.

HLL appoints redistribution stockists who HLL appoints redistribution stockists who approach district stockists often turned as approach district stockists often turned as wholesalers, some people in remote villages wholesalers, some people in remote villages are appointed as ‘Star Sellers’.are appointed as ‘Star Sellers’.

They take the stocks on credit from the They take the stocks on credit from the redistributors & sell them in the remote redistributors & sell them in the remote villages. As soon as the stock gets exhausted villages. As soon as the stock gets exhausted they approach the redistributors in the district they approach the redistributors in the district again. In this way HLL is able to penetrate again. In this way HLL is able to penetrate deeper & deeper into the rural market.deeper & deeper into the rural market.

Project SHAKTI : Under this project a Project SHAKTI : Under this project a woman from the SHG is selected as a woman from the SHG is selected as a shakti entrepreneur & she receives shakti entrepreneur & she receives stocks of hll products like stocks of hll products like ponds,lifebuoy, clinic plus, lux, 3 roses ponds,lifebuoy, clinic plus, lux, 3 roses tea etc. tea etc.

She sells these products directly to She sells these products directly to the consumers & small merchants the consumers & small merchants in & around her village. In this way in & around her village. In this way she serves 6 to 10 villages whose she serves 6 to 10 villages whose population range is 1000 – 2000 population range is 1000 – 2000 people. The company gives proper people. The company gives proper training & for the first 3 months the training & for the first 3 months the company holds the stocks & company holds the stocks & delivers as requirement. She delivers as requirement. She begins her door – to- door selling. begins her door – to- door selling. Normally she earns a profit of Rs Normally she earns a profit of Rs 800 – 2000 a month if she has a 800 – 2000 a month if she has a turnover of turnover of

Rs 10,000 -25,000 per month.Rs 10,000 -25,000 per month.

Marketing strategies of Marketing strategies of Colgate- PalmoliveColgate- Palmolive..

Colgate stepped up its rural promotion drives along with Colgate stepped up its rural promotion drives along with IDA (Indian dental association), where promotional vans IDA (Indian dental association), where promotional vans do the rounds of the villages & educate the rural folks on do the rounds of the villages & educate the rural folks on oral hygiene & its products like tooth pastes, tooth oral hygiene & its products like tooth pastes, tooth brushes, tooth powders etc.brushes, tooth powders etc.

They have also launched programmes like “Young India They have also launched programmes like “Young India Bright Smiles – Bright Futures” school dental Bright Smiles – Bright Futures” school dental programmes. And various such programmes in villages programmes. And various such programmes in villages where they provide free dental check ups.where they provide free dental check ups.

The roving Colgate vans after screening 22-minute film The roving Colgate vans after screening 22-minute film on oral hygiene that explains how to use the products, on oral hygiene that explains how to use the products, offer sampling at stalls set up near the vans.offer sampling at stalls set up near the vans.

In Dec 2000, the center for industrial & Economic Research conducted a survey called “Emerging market trends” & following was the findings in the field of creating brand awareness & penetration in the rural marketing.HLL had the highest penetration in the above product categories.

Company Household penetration (%)

HLL 88

Nirma chemical works 56

Colgate -Palmolive 33

Q8.While ‘think local’ is the mantra for driving sales in India, ‘Act local’ could just be the new formula for connecting with the hinterland in terms of distribution, sales force / after sale management and promotion strategies. Elaborate with examples?

BY COMMUNICATING AND CHANGING QUALITY BY COMMUNICATING AND CHANGING QUALITY PERCEPTION PERCEPTION

BY PROPER COMMUNICATION IN INDIAN LANGUAGE BY PROPER COMMUNICATION IN INDIAN LANGUAGE BY TARGET CHANGING PERCEPTION BY TARGET CHANGING PERCEPTION BY UNDERSTANDING CULTURAL AND SOCIAL BY UNDERSTANDING CULTURAL AND SOCIAL

VALUES VALUES BY PROVIDING WHAT CUSTOMER WANT BY PROVIDING WHAT CUSTOMER WANT BY PROMOTING PRODUCTS WITH INDIAN MODELS BY PROMOTING PRODUCTS WITH INDIAN MODELS

AND ACTORS AND ACTORS BY ASSOCIATING THEMSELVES WITH INDIA BY ASSOCIATING THEMSELVES WITH INDIA

BY PROMOTING INDIAN SPORTS TEAM BY PROMOTING INDIAN SPORTS TEAM BY TALKING ABOUT A NORMAL INDIAN BY TALKING ABOUT A NORMAL INDIAN BY DEVELOPING RURAL-SPECIFIC BY DEVELOPING RURAL-SPECIFIC

PRODUCTS PRODUCTS BY GIVING INDIAN WORDS FOR BRANDS BY GIVING INDIAN WORDS FOR BRANDS BY ACQUIRING INDIAN BRANDS BY ACQUIRING INDIAN BRANDS BY EFFECTIVE MEDIA COMMUNICATION BY EFFECTIVE MEDIA COMMUNICATION BY ADOPTING LOCALISED WAY OF BY ADOPTING LOCALISED WAY OF

DISTRIBUTING DISTRIBUTING BY ASSOCIATING THEMSELVES WITH BY ASSOCIATING THEMSELVES WITH

INDIAN CELEBRITIES INDIAN CELEBRITIES MELAS MELAS PAINTINGS PAINTINGS