Sunday, September 19, 2010

Fortune at the bottom of the pyramid..

What to’s most frequently question asked by companies these days to tap indian rural market. there is a market (purchasing capacity ) for everything in indian rural market from mobile to Mercedes . how to sell,what to sell ,where to sell is a vital question? There are no definite answer for all these questions.companies have to adopt different strategy for different market. They need to segment Rural market so that they can target right market.Segmenting rural market is more complex than urban market.

   Product that has style as well as strength i.e.  Hero Honda,TATA ace
                   Branded product .they are the loyal consumer i.e.TITAN watches
                  High demand for cosmetic and beauty related product.
                 Deep caste system, so the product that can show their social status in village i.e. Royal Enfield 
               No differentiation in quality from urban market.
               Strong family bonding. so, product that can fulfill the need of whole family.
      Product that is their need but that can fulfill their additional requirement also.
                Product with right mixup of  modernity and tradition.

Products that are in high demand
 Bikes specially 100 to 150 cc   
   Branded  PC and laptop
              Color TV, DTH , home theatre, inverter
               Fan ,cooler, refrigerator
               Mobile , digital camera, handy cam
             Cosmetic and beauty related products specially face wash,fairness cream,shampoo,conditionar,deodorant.            
       Branded cloth(but cheap),shoes ,watches  

Not much  price sensitive but want true value of money..sensitive towards product so can be highly dissatisfied if product does not  fulfill expectation..

Not the bottom but the root of success……..

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