Targeting And Positioning In Rural Market

TARGETING AND POSITIONING
IN RURAL MARKETS

Targeting involves evaluating
each market segment’s
attractiveness and selecting any
one or more segments to enter.
 Evaluation of segments,
 Selection of segments,
 Coverage of segments.

 Profitabilityof the segment,
 Attractiveness of the segment,
 Growth rate of the segment,
 Company’s objective,
 Limitations of the segment.

 Selection of segment can be made by rating
the alternative segments on a predetermined
scale in respect of 5 aspects given above.
 The segment may be ranked based on the
scores obtained and be considered for
selection.
 Those with the high scores will be accepted
and the others will be kept aside for future
consideration.

Organization has 3 alternative
coverage strategies to suit their
segmentation approaches. They
are:
 Undifferentiated marketing
strategy.
 Differentiated marketing strategy.
 Concentrated marketing strategy.

 Positioning is the act of finding place in the
minds of the consumers and locating the
brand therein.
 The companies have to plan the positions
that give their products the necessary
advantage in the target markets.
 Identifying the differences of the offer with the
competitors offer,
 Selecting the differences that have greater
competitive advantage,
 Communicating such advantage effectively to the
target audience.

 The marketing offer may be
differentiated along the following
lines:
 Product differentiation
 Service differentiation
 People and image.

 When the company identifies several
differences it can evaluate them
with the help of following criteria:
 Attractiveness,
 Distinctiveness,
 Primitiveness,
 Affordability,
 Communicable.

 Once the company has chosen the difference
it has to choose an appropriate marketing
strategy.
 High – tech positions may be communicated
by futuristic products, classy ads in elite
journals and large showrooms with good
atmosphere.

 Profitability of the segment
 HUL’s Lifebuoy has targeted mainly the major
segment of rural area i.e. the working segment
from the age group of 20 – 50.
 Thus this age group comprises majority of the
rural population.
 Hence, this segment is 100% profit Promising.

 Attractiveness of the segment:
 In rural India, health is of paramount
importance, because indisposition is very directly
related to loss of income.
 People in rural area are mostly into agricultural
activities or its allied activities.
 Hence, they have to play with mud on daily basis.
 If the farmer is well protected then the country is
well protected.
 Hence, this segment is quite attractive.

Growth:
 Since 70% of India’s population
lives in rural area, this sector is
definitely gong to grow.
 Also the age group that Lifebuoy
had targeted is large enough to
capture the entire market.
 Hence, the growth can be seen in
the area.

 Company’s objectives:
 Company’s objective is to make Lifebuoy
synonymous to soap in the entire country.
 Its objective is to make Lifebuoy the most
trusted soap of India.
 Unilever's mission is to add Vitality to life. We
meet everyday needs for
nutrition, hygiene, and personal care with
brands that help people feel good, look good
and get more out of life.

 Limitations:
 The major limitation of lifebuoy is that, it
has targeted only one segment of the rural
market.
 The age group of 0-20 and 50-70 remains
untapped.
 The opinion leader i.e. the doctor is also
not so appealing to the rural people.
 Hence their opinion leader fails to promote
the product

HUL for Lifebuoy has targeted
only one major segment of the
rural market i.e. the working
class.

 Concentrated marketing strategy is used by
Lifebuoy.
 Lifebuoy is targeted only to 1 segment i.e. the
working class.
 Their opinion leader targets to the working class
of the rural market.
 Therefore this strategy has provided Lifebuoy a
kind of brand loyalty form the working class of
the rural market.

 Profitability of the segment
 BlueStar’s HealthPlus has targeted 2 segment
of rural area i.e. the working segment from
the age group of 20 – 50 and also the age
group from 2-12 i.e. the infant and children
segment.
 Targeting both the segment will definitely
give higher profit to the company.
 Hence, this segment is 100% profit promising.

 Attractiveness of the segment:
 In rural India, mostly people work in agricultural
or allied areas.
 Hence, the work in mud through out the day.
 Therefore, health becomes an important issue
for them.
 Another major issue for them is monetary issue.
 Being poor they can’t spend much money on
their health.
 Hence offering them the health soap in a small
budget remains the attractiveness of this
segment.

Growth:
 Since 70% of India’s population lives in
rural area, this sector is definitely going
to grow.
 Also healthplus has targeted 2 major
sector of the rural area.
 Unintentionally it also targets the
teenager segment i.e. the age group
from 12-20.
 Hence, the growth can be seen in the
area.

Company’s objectives:
 Company’s objective is to make
Healthplus synonymous to soap in the
entire country.
 Its objective is to make Healthplus the
most trusted soap of India.
 To enhance the wealth generating
capability of the enterprise in a rural
environment.

Limitations:
 The major limitation of is that the
working class will also use the same
soap as the infants do.
 Hence due to their orthodox thinking
they might use a different soap for
kids or for adults.
 Therefore this can break the market.

 Results were as follows. ( out of 100)
 20% said only for Kids
 30% said only for working class
 10% said only for teenagers
 40% said only for both working class and kids.
Rank Segment
1st Both working & kids.
2nd Only Working class.
3rd Only Kids
4th Only teenagers

 According to survey rural people want it for
both the class.
 Hence undifferentiated marketing strategies
are used.
 This soap is being targeted to both
segements i.e. the working class and the
infants together.
 Hence only one marketing strategies will be
used for marketing of Healthplus.

HealthPlus Lifebuoy
The soap has same
A research has been made about the elements that are suitable
Product
environment in the rural area so as to make this to the urban areas.
Differentiation
soap more effective. Therefore the
effectiveness is low.
It has come up with
It has its own outlet in the rural areas. various schemes such as
It has made special tie ups with the seller too. discount offers.
Service
In the initial stage selling of product will be At the initial stage the
Differentiation
commission based. soaps were distributed
Hence the seller tries to sell more of healthplus even through the doctors
soaps. who are their opinion
leaders.
Lifebuoy has positioned
Healthplus has positioned the soap only into the
mainly the working class.
minds and hearts of 1 person i.e. the LADY OF
That is the working
THE HOUSE.
adults.
People and Since mother takes care of the infant as well as
They have positioned the
Image. their husband, positioning this soap into her
soap into their minds and
mind and heart will automatically position the
hearts by cultivating
soap into the minds and hearts of the entire
opinion leaders i.e. the
family.
doctors.

HealthPlus Lifebuoy
Attractiveness Since the lady of the house The Opinion leaders
takes care of both the play an important
infant and husband she will role to attract
prefer to have health Plus people to the soap.
soap.
Communication With our previous survey, Their soap is
we also made a survey on communicated
their favorite film star and through their opinion
the results are leader i.e. the
Jaya Bacchan – 40% doctor.
Amitab Bacchan – 30%
Sharmila tagore – 20%
Jitendra – 10%
Hence, our brand ambassador will
be Jaya Bachaan, and our ads will
star the Bachaan Parivar.

End Of Presentation, Thank-you.

Dharak Mehta : CEO : BlueStar
Mouli Mistry : Finance Manager : BlueStar
Pooja Mehta : P.R. Manager : BlueStar
Nishit Mehta : Logistic Manager : BlueStar
Hiren Mehta : Sales Manager : BlueStar
Nishit Mehta : Marketing Manager : BlueStar
Ankit Mistry : Marketing Manager : BlueStar

Targeting And Positioning In Rural Market

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