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……..

Telecom war : who r getting benefited?

Recently i went to my village in Bihar. i went there for 15 days to enjoy my vacation but i had one problem tat i had to talk to my GF every i inquire abt new SIM to my brother. The answer i got was surprising..he told me tat how many sim u wnt..i said only one.he asked tat whether i m going to recharge tat sim again and again..i said yes i ll use oly one sim..then he told me brother io instead of recharging ur sim. you may use new sim u have to call someone.i asked him how then he taught me following are getting all sim free..just to submit ur identity proof.
1)UNINOR : free SIM 120 Rs talk everytime u buy a new sim u ll get 120 rupees talktime tat too instead of recharge u buy new sim everytime.
2)AIRCEL: free SIM 33 Rs talktime
3)IDEA: free SIM 30 Rs talktime
4)Vodafone: free SIM 7 Rs talktime
5)STEL: free SIM 47 Rs talktime

now oly company tat was not giving free SIM and talktime was AIRTEL and it's sell of SIM has gone down drastically.
now the other part of this sceme,people r using SIM as recharge card not as a SIM card.after using talktime they r throwing the despite selling large number of SIM telecom company r not getting,wat they sud do..
IDEA came up with plan tat they ll 30 Rs taltime and they ll give 6 Rs per day for IDEA to user has to keep the sim to use this sceme..but users r also smart..they bought lot's of idea sim and instead of recharging it
they r using diffrent sim every day to use this sceme..

i found my brother argument attractive..i used 42 SIM during that period to call..
BUT i found one thing that this senseless price war is not going to benefit either customer or companys.....