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Product Concept andProduct Concept andclassificationclassification

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Product Challenges and StrategiesProduct Challenges and Strategies

Av ailability.Av ailability.A ffordability.A ffordability.A cceptability.A cceptability.Aw areness.Aw areness.

StrategiesStrategiesExtension.Extension.A daptation.A daptation.Inno v ation.Inno v ation.

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Kind of product to be sold same or

Kind of product to be sold same ordifferent.different.

Whether strategy w ill be different forWhether strategy w ill be different fordifferent categories of product.different categories of product.

If yes then w hich factors should beIf yes then w hich factors should beconsidered.considered.Can w e say that in case of FMCGCan w e say that in case of FMCGproduct beha v ioral factors and in caseproduct beha v ioral factors and in caseof consumer durables infrastructureof consumer durables infrastructurefacilities play a dominant role.facilities play a dominant role.

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R ural Product CategoriesR ural Product Categories

FMCGs.FMCGs.Consumer Durables.Consumer Durables.

A gri goods.A gri goods.Ser v ices.Ser v ices.

The rural FMCG market has grown consistentlyin the 90 s except the year 97-98 and 98-99 dueto low growth in agriculture and alliedactivities.

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FM CG marketFM CG market

T oilet soaps, w ashing cakes, tooth po w der,T oilet soaps, w ashing cakes, tooth po w der,T alcum po w der, hair oil, shampoo, faceT alcum po w der, hair oil, shampoo, facecream, lipstick, nail polish, packagedcream, lipstick, nail polish, packaged

biscuits, tea, cooking oil,v

anaspati, electricbiscuits, tea, cooking oil,v

anaspati, electricbulb and tubes, foot w ear and cigarettes.bulb and tubes, foot w ear and cigarettes.

Market size in billion

(95-96)

URBAN Rural

1992-93 220.4 319.5

1998-99 371.3 415.5

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50% of the total rural FMCG consumption50% of the total rural FMCG consumptionis in U.P, Maharastra, A .P and Westis in U.P, Maharastra, A .P and West

Bengal.Bengal.R ural share of consumables

92-93 98-99Tooth powder 73 78

Washing cake 72 67Tea 57 60

Toilet soaps 54 58Hair oil/ Cream 46 52

Toothpaste 38 47Packaged biscuits 49 44

Electric bulb 32 42

Shampoo 24 33

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F ast growing product categories in R ural

Growth rate > 20% Growth rate 10-20 %

Aftershave lotion (51.9) Packaged Atta(17.3)

Jam (37.8) Perfume/ Deo(16.3)

Butter (36.4) Shampoo (14.2)

Snacks (32.3)

Growth in years from 99-04

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Consumer DurablesConsumer Durables

Group I (< Rs 1000) Group II (1000-6000) Group III (> Rs 6000)

Pressure Cooker Television (B&W) Color T.V (small)

Pressure Pan T.V B& W, regular Color TV regular

Bicycle Geyser instant VCR

Wristwatch Mechanical Geyser Storage Scooter

Wristwatch Quartz Sewing Machine Moped

Radio/ transistor Vacuum Cleaner Motorcycle

Electric Iron Mixer Grinder Refrigerator

Ceiling Fan Two in One (mono) Washing MachineTable Fan Two in One (Stereo) Music System

Walkman Car/Jeep

Mono Cassette Recorder

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Consumer Durables Penetration (per 000 households )

Products R ural Urban

Wristwatch M echanical 823 951Bicycle 605 516R adio 491 481

Ceiling F an 280 933

Television (B&W) 195 490Pressure Cooker 178 635Television (Color) 48 304

M ixer- Grinder 44 339R efrigerator 35 335M otorcycle 28 77

2002, NCAE R

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New Product DevelopmentNew Product Development

Rural market should not be seen as aRural market should not be seen as adumping ground of obsolete productsdumping ground of obsolete productsinstead products should be de v elopedinstead products should be de v elopedkeeping in mind their specifickeeping in mind their specificrequirements. (Max LPG gas cylinder,requirements. (Max LPG gas cylinder,Mahindra MaXX, Vardaan Bidi of Mahindra MaXX, Vardaan Bidi of Dalmiya Consumer Care).Dalmiya Consumer Care).Role of T est marketing.Role of T est marketing.

DCM Shriram Jalshodhak & EicherDCM Shriram Jalshodhak & EicherCustomer adoption process.Customer adoption process.Role of PackagingRole of Packaging

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R ural BrandingR ural Branding

Visual Identity more Important.Visual Identity more Important.Classical names like Sampoorna,Classical names like Sampoorna,Bhoomiputra etc.Bhoomiputra etc.

Brand Stickiness erroneously belie v edBrand Stickiness erroneously belie v edas Brand Loyalty.as Brand Loyalty.Fake markets consisting of LookFake markets consisting of LookA like, Spell A like and Duplicates.A like, Spell A like and Duplicates.

Importance of Product Warranty andImportance of Product Warranty andafter sales ser v ices.after sales ser v ices.

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PricingPricing StrategyStrategy

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F actors affecting PricesF actors affecting Prices

Internal factors affecting pricesInternal factors affecting pricesinclude:include:

Cost factors including the promotionalCost factors including the promotionalcost, Credit cost, Distribution cost.cost, Credit cost, Distribution cost.Pricing Objecti v es: Max market share,Pricing Objecti v es: Max market share,

Re v enue Maximization, ProfitRe v enue Maximization, ProfitMaximization etcMaximization etc

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External F actorsExternal F actors

Customers.Customers.CompetitorsCompetitorsChannel Partners.Channel Partners.

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Pricing StrategiesPricing Strategies

Optional Product Pricing.Optional Product Pricing.Capti v e Product Pricing.Capti v e Product Pricing.Lo w Price Points.Lo w Price Points.Refill, reusable packs.Refill, reusable packs.Highlight v alue not price.Highlight v alue not price.Av oid sophisticated packing.Av oid sophisticated packing.Product Bundle pricing.Product Bundle pricing.

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M arket Entry StrategiesM arket Entry Strategies

Penetration pricing.Penetration pricing.Economy Pricing.Economy Pricing.Coinage Pricing.Coinage Pricing.Price adjustments.Price adjustments.Discounts.Discounts.Free Gifts.Free Gifts.

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Distribution StrategyDistribution Strategy

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Reaching 6 lakh v illages and feedingReaching 6 lakh v illages and feeding3 5 lakh v illage shops is a challenging3 5 lakh v illage shops is a challengingtask.task.68 % of the rural markets still lies68 % of the rural markets still lies

untapped due to inaccessibility.untapped due to inaccessibility.T he choice is more influenced byT he choice is more influenced byretailers recommendations.retailers recommendations.Push strategy may be more effecti v ePush strategy may be more effecti v ethan pull strategy.than pull strategy.Concept of feeder and interiorConcept of feeder and interiorv illages.v illages.

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Distribution Of VillagesDistribution Of Villages

Population No of Villages Per of Villages/Per of population

Less Than 200 96,855 15.7/1.2

200-500 1,36,454 21.4/5.9

501-1000 1,56,737 24.6/14.5

1001-2000 1,40,751 22.0/25.9

2001-5000 87,806 13.7/37.5

5001-10,000 20,363 3.2/15.0

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WholesalingWholesaling

50% of the rural consumption is50% of the rural consumption isrouted through these w holesalersrouted through these w holesalerslocated in feeder v illages pro v idinglocated in feeder v illages pro v idingproducts to rural retailers.products to rural retailers.He is mainly a Galla T rader.He is mainly a Galla T rader.

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R ural R etail SystemR ural R etail System

Urban R ural

No of outlets (Lakh) 16.8 35.9

Outlet density (per lakh) 169 211

Rural retail accounts for 65% of retail outlets.

Only 11% of shops have electricity.

88% are in own premises.

Items stocked about 50 and 115 in feeder villages.

Managed by 2-3 persons working part time.

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R etail PremisesR etail Premises

S ize of the S hop ( Sq Ft) Rural UrbanUpto 100 71 64101-250 25 28

251-1000 4 7

>1000 0 1

Rural shop is characterized by inadequate power,barter, lack of storage facilities, financialconstraints, poor maintenance, lack of productdisplay.

Lack of specialized shops in rural India

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A peek into R ural Shelves.A peek into R ural Shelves.N umber of product categories 19 v s. 27 andN umber of product categories 19 v s. 27 andno of brands 42 v s. 92no of brands 42 v s. 92

Type of shops Shops (%)

Provisions Store 66

Pan/Bidi/Tea Shops 60

Ration/FPS 32

Cycle Repair 28

Textiles 14

Vegetables/fruits 14

Restaurants/hotels 13Liquor shops 12

Chemist 8

2 wheeler mechanic 6

others 8

Product Category Penetration

Toilet Sops 86

Washing powder 80

Shampoo 77

Biscuit 75

Razor Blades 70

Battery 36

Tea 61Toothpaste 59

Iodized salt 51

Soap Cake/ Bar 46

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Category Brand Penetration %

Tea Taaza 35Tata 22

Lipton Tiger 17

3 R oses 13Shampoo Clinic 77

Chik 23

Skin Cream F air & Lovely 11

Ponds 14Shaving

Cream

Vi-John 62

Palmolive 23

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Vans and rural Mobile TradersVans and rural Mobile Traders

Considering the distributed nature of villages andConsidering the distributed nature of villages anddemand pattern Vans may prove to be an effectivedemand pattern Vans may prove to be an effectivetool.tool.Serves dual purpose of promotion andServes dual purpose of promotion and

distribution.distribution.Eveready is the only organization to have a fleet of Eveready is the only organization to have a fleet of 1000+ vans.1000+ vans.Mobile traders selling local or unbranded onMobile traders selling local or unbranded on

bicycle, tricycles or hand cart etc.bicycle, tricycles or hand cart etc.Although they dont have any formal associationAlthough they dont have any formal associationbut may be tapped and brought into organizedbut may be tapped and brought into organizedretailretail

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H aats/ ShandiesH aats/ Shandies

With more than 43,000 small and big haats theyWith more than 43,000 small and big haats theyoffer excellent opportunity for marketers.offer excellent opportunity for marketers.Total shopping experience.Total shopping experience.81% are regular haat buyers, 58% buy specific81% are regular haat buyers, 58% buy specificproduct.product.They believe that the product in H aat is of betterThey believe that the product in H aat is of betterquality and better price.quality and better price.

Provides them the pleasure of bargain.Provides them the pleasure of bargain.Van route may be fixed catering to H aats of aVan route may be fixed catering to H aats of aparticular region.particular region.

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Public Distribution SystemPublic Distribution System

PDS has a network of 4.76 lakh outlets of whichPDS has a network of 4.76 lakh outlets of which80% is rural.80% is rural.1 F.P.S caters to the need of 1000 population.1 F.P.S caters to the need of 1000 population.

160 million families purchase from these Fair160 million families purchase from these Fairprice shops.price shops.In 2000 Ministry of Consumer Affairs and civilIn 2000 Ministry of Consumer Affairs and civilsupplies took a decision to initiate a schemesupplies took a decision to initiate a scheme

Sarvpriya to include soaps, edible oils and otherSarvpriya to include soaps, edible oils and othermanufactured items.manufactured items.

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PDS Network PDS Network

Central Government Food Corporation of India

23 Zonal offices

1560 Depots

173 District offices

Fair Price Shops

Orders for procurement

Commission on Agricultural costs andPrices

Recommends MinSupport Price

Procurement

Storage

Transportation

Bulk allocation

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CoCo--operatives Societyoperatives Society

India has more than 4 lakh coIndia has more than 4 lakh co- -operative societyoperative societyspread across even the remotest village.spread across even the remotest village.CoCo--operatives account for 34% of total quantity of operatives account for 34% of total quantity of fertilizers distributed in the country.fertilizers distributed in the country.Warna Bazaar a sugar coWarna Bazaar a sugar co- -operative society inoperative society inMaharastra opened its first departmental stores inMaharastra opened its first departmental stores in1978 today it has 41 retail outlets in1978 today it has 41 retail outlets in India India with awith a

turnover of over 50 Crores.turnover of over 50 Crores.

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Warna Bazaar in Kolhapur and Sangli inWarna Bazaar in Kolhapur and Sangli inMaharashtra. It has two superstores, eachMaharashtra. It has two superstores, eachof 10,000 sq ft, and about 30 stores betweenof 10,000 sq ft, and about 30 stores between500500--1,000 sq ft at the village level. They1,000 sq ft at the village level. Theycater to 78 villages and have a product mixcater to 78 villages and have a product mixcovering apparel, food and grocery, agricovering apparel, food and grocery, agri- -inputs, vehicles, consumer durables andinputs, vehicles, consumer durables andhardware. They have an annual turnoverhardware. They have an annual turnoverexceeding Rs 50 crore which, on retail spaceexceeding Rs 50 crore which, on retail space

of 43,000 sq ft, gives Warna Bazaar a retailof 43,000 sq ft, gives Warna Bazaar a retailsales productivity of Rs 11,650/sq ft.sales productivity of Rs 11,650/sq ft.

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The other example is that of Kasti Society, basedThe other example is that of Kasti Society, based

near Ahmednagar in Maharashtra. Kasti Societynear Ahmednagar in Maharashtra. Kasti Societyhas several shops arranged in a shopping centrehas several shops arranged in a shopping centreformat, with three supermarkets. They cater to 70format, with three supermarkets. They cater to 70surrounding villages. The total retail space is 5,000surrounding villages. The total retail space is 5,000sq ft. With a turnover of Rs 13 crore, the salessq ft. With a turnover of Rs 13 crore, the sales

productivity is Rs 26,000/sq ft, compared with anproductivity is Rs 26,000/sq ft, compared with anaverage urban retailers productivity of aroundaverage urban retailers productivity of around7,000 per sq. ft. KSA research shows that in small7,000 per sq. ft. KSA research shows that in smalltowns, average sales per sq. ft is about twotowns, average sales per sq. ft is about two- -thirdsthirdsof urban towns. While productivities are fairlyof urban towns. While productivities are fairly

high, rentals are onehigh, rentals are one- -sixth that of urban levels,sixth that of urban levels,making the small town retail model viable. Rentalsmaking the small town retail model viable. Rentalsare the single largest costare the single largest cost- -factor in modern retailfactor in modern retailoperations.operations.

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C ommon Rural DistributionC ommon Rural DistributionModelsModels

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Prevalent R ural Distribution modelsPrevalent R ural Distribution models

Van Operation: Stockists from nearbyVan Operation: Stockists from nearbyurban markets co v er 4urban markets co v er 4- - 5 v illages daily5 v illages dailyco v ering 6 0co v ering 6 0 --7 0 K m per day, pro v ides7 0 K m per day, pro v idesbetter control o v er distribution.better control o v er distribution.Sub Stockists (1 0Sub Stockists (1 0 --1 5 )gets stock from1 5 )gets stock fromSuper stockists appointed in district.Super stockists appointed in district.Sub stockists a local person has moreSub stockists a local person has moreinformation about the market and caninformation about the market and canco v er 4co v er 4- - 5 satellite markets along w ith5 satellite markets along w ithregular markets.regular markets.

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W holesaler

Company

C & F A

Sub-distributor

Distributor UrbanDistributor Rural

W holesaler

RetailerRural

RetailerLocal

Retailer

Satellite Mkt

RetailerUrban

RetailerUrban

Model 1

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Company

C & F A Depot

Distributor

W holesaler

RetailerRetailer (Local)

Model 2

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Emerging Distribution M odelsEmerging Distribution M odels

Corporate SHG LinkageCorporate SHG LinkageSatellite Distribution (Hub and SpokeSatellite Distribution (Hub and SpokeSystem)System)

Syndicated Distribution.Syndicated Distribution.Petrol Pumps.Petrol Pumps.Bare foot agents.Bare foot agents.A gricultural Inputs dealersA gricultural Inputs dealers

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Communication and PromotionCommunication and PromotionStrategiesStrategies

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Widespread geographical distribution.Widespread geographical distribution.Many still a w ay from the reach of Many still a w ay from the reach of con v entional media.con v entional media.

Hugev

ariations in Literacy lev

elsHugev

ariations in Literacy lev

els( K erala 9 0% and Bihar 44 % )( K erala 9 0% and Bihar 44 % )Variations in reach of electronicVariations in reach of electronicmedia( K erala 63 % , Bihar 17 % ) andmedia( K erala 63 % , Bihar 17 % ) and

print media ( K erala 6 5% and Biharprint media ( K erala 6 5% and Bihar9 % )9 % )

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In general rural consumers may beIn general rural consumers may bedi v ided into 2 sets:di v ided into 2 sets:Gro w ing number of educated,Gro w ing number of educated,up w ardly mobile and illiterate massesup w ardly mobile and illiterate masses..

Interpersonal communication accountsInterpersonal communication accountsfor o v er 8 0% of rural communicationfor o v er 8 0% of rural communicationprocess.process.

Economically also the v illages may beEconomically also the v illages may bede v eloped or underde v eloped.de v eloped or underde v eloped.

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AICDA model of communicationAICDA model of communicationAttention, interest , conviction, desire and action.Attention, interest , conviction, desire and action.

Promotional element Communication AchievedPeriodic market Demo Aware, interest, questions, doubts,

prospects

F armers M eetings anddemo

Aware, interest, questions,Arguments, desire

Short Campaigns Awareness, Interest, TO M A

Video Shows Awareness, interest, excitement

Opinion leaders Positive word of mouthWall Paintings Awareness, TO M A, Information

Audio jingles Awareness, TO M A, Information,

Caps, T Shirt, Bags Awareness, TO M A, Excitement

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Communication channelsCommunication channels

Personal communication channelsPersonal communication channels( A d v ocate channels, expert channels,( A d v ocate channels, expert channels,Social channels).Social channels).N on personal channels consist of printN on personal channels consist of printmedia, broadcast media, electronicmedia, broadcast media, electronicmedia, and display media.media, and display media.

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Non Conventional M ediaNon Conventional M edia

Wall paintings.Wall paintings.Folk media co v ering Folk T heatre,Folk media co v ering Folk T heatre,Folk Songs, Folk Dances, PuppetFolk Songs, Folk Dances, PuppetSho w s and interacti v e games.Sho w s and interacti v e games.Mobile Vans.Mobile Vans.

Haats and Melas.Haats and Melas.

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T itan Industries LtdT itan Industries Ltd

Product:Product: WatchesWatchesBrandBrand SonataSonataCampaign for lo wCampaign for lo w --priced Sonatapriced SonataWatches in < 5K populationWatches in < 5K populationv illagesv illages

Pilot in T irunel v eli DistrictPilot in T irunel v eli District

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Gr ound RealitiesGr ound RealitiesLess than 30% penet r ation of watchesLess than 30% penet r ation of watchesConcept of time in villages is stillConcept of time in villages is stillassociated with the a rr ival of the localassociated with the a rr ival of the localbus, t r ain, r inging of temple o r school bell,bus, t r ain, r inging of temple o r school bell,etc.etc.Need fo r a watch is not st r ongly felt.Need fo r a watch is not st r ongly felt.Campaign Objective: An exe r cise inCampaign Objective: An exe r cise incatego r y / b r and penet r ation To get noncatego r y / b r and penet r ation To get non- -use r s of watches to think of Sonata as ause r s of watches to think of Sonata as a

must must--have fo r success of thei r family andhave fo r success of thei r family andchild r enchild r en

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Communication Delivery: A unique Hub & Spoke modelCommunication Delivery: A unique Hub & Spoke model

A branded TATA 407 covering hub villages of 5K populationA branded TATA 407 covering hub villages of 5K populationfully equipped with AV equipment and four promoters, Twofully equipped with AV equipment and four promoters, Twolive skit artists also accompany the van. Van carried 3 brandedlive skit artists also accompany the van. Van carried 3 branded

bicycle promoters equipped with audio and a flip chart bicycle promoters equipped with audio and a flip chartillustrated story on the importance of a watch, with a hand heldillustrated story on the importance of a watch, with a hand heldmega phone to attract the villagers. A collapsible display cummega phone to attract the villagers. A collapsible display cum

sale counter carried in the van for spot sales Hub Villagesale counter carried in the van for spot sales Hub VillageActivity. 3 promoters branch off on their bicycles to cover Activity. 3 promoters branch off on their bicycles to cover smaller spoke villages within a 3 to 4 km radius. The TATAsmaller spoke villages within a 3 to 4 km radius. The TATA407 branded van with the rest of the crew goes around the hub407 branded van with the rest of the crew goes around the hubvillage making announcements, playing the audio software,village making announcements, playing the audio software,conducting interesting product related interactive games,conducting interesting product related interactive games,

giving away spot prizes to winners, offering the watches ongiving away spot prizes to winners, offering the watches onsale, etc.sale, etc.

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H ub Village ActivityH ub Village Activity

An invitation for a show in the evening at a localAn invitation for a show in the evening at a localvenue like the community hall or school hall isvenue like the community hall or school hall isdistributed door to door by the promoters and the skitdistributed door to door by the promoters and the skitcrew. In the evening at around 6.00 pm when ancrew. In the evening at around 6.00 pm when an

audience of around 200 nos. gathered at the venue, aaudience of around 200 nos. gathered at the venue, a pre pre--formatted show consisting of a speciallyformatted show consisting of a specially produced edutainment film on the importance of a produced edutainment film on the importance of awatch and a humorous live skit on the same subject iswatch and a humorous live skit on the same subject is

presented to the audience. To assess comprehension, presented to the audience. To assess comprehension,specific questions on the film by lucky draw arespecific questions on the film by lucky draw areasked and those who answer right are given awayasked and those who answer right are given away

prizes on the spot. prizes on the spot.

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SH R IR AM TR ANSPO R TSH R IR AM TR ANSPO R TF INANCE CO. LTDF INANCE CO. LTD

A basket of loan products for truck owners andA basket of loan products for truck owners andtruck drivers in Tamil Nadu.truck drivers in Tamil Nadu.

DRIVERSDRIVERS -- Appeal to their aspirationsAppeal to their aspirationsOWNERSOWNERS -- Appeal to their business sense.Appeal to their business sense.Make them stay through the van programmeMake them stay through the van programmeand ensure their active involvementand ensure their active involvement

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Owners CampaignOwners Campaign

An exhaustive database of fleetAn exhaustive database of fleet- -owners, consisting of bothowners, consisting of bothcurrent customers of Shriram, as well as competition was usedcurrent customers of Shriram, as well as competition was usedto deliver the campaign at specialto deliver the campaign at special "Shriram Prosperity"Shriram ProsperityShows"Shows" conducted in hired auditoriums in selected towns of conducted in hired auditoriums in selected towns of Tamilnadu, to which the Owners were invitedTamilnadu, to which the Owners were invited

As a first step, a special 'popAs a first step, a special 'pop- -up' invitation card for the showup' invitation card for the showwas designed to trigger interest and was personally deliveredwas designed to trigger interest and was personally deliveredto the target audience. The invitation card with lucky dip nos.,to the target audience. The invitation card with lucky dip nos.,

provided a good incentive to ensure better participation, provided a good incentive to ensure better participation,starting with five lucky winners chosen from the invitees whostarting with five lucky winners chosen from the invitees who

arrived in time for the show.arrived in time for the show.Everyone who attended was provided with gift kits includingEveryone who attended was provided with gift kits including

promotional brochures and refreshments after the lucky dip promotional brochures and refreshments after the lucky dipcoupon was detached from their cards.coupon was detached from their cards.

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To add a touch of glamour to the show, an anchor who was a wellTo add a touch of glamour to the show, an anchor who was a wellknown TV personality was chosen to conduct the whole show.known TV personality was chosen to conduct the whole show.

The show itself had three major communication packages, theThe show itself had three major communication packages, thefirst being a specially created motivational video film based on afirst being a specially created motivational video film based on a

popular film tune depicting friendship which is the core message popular film tune depicting friendship which is the core messageof the owners campaign (i.e.) Shriramof the owners campaign (i.e.) Shriram - - your best friend.your best friend.

Next a special tele film (15 minutes duration) using TV stars and Next a special tele film (15 minutes duration) using TV stars andan interesting story line was shown to launch the products andan interesting story line was shown to launch the products andhighlight the special features. This was followed by a quizhighlight the special features. This was followed by a quizcompetition to double check the comprehension of the maincompetition to double check the comprehension of the mainmessages in the film providing one more opportunity for a luckymessages in the film providing one more opportunity for a luckyfew to win prizes.few to win prizes.

Following this was a short testimonial film based on real lifeFollowing this was a short testimonial film based on real lifestories of Shriram customers on how Shriram financed not onlystories of Shriram customers on how Shriram financed not only

buying trucks, but also helped their general welfare by providing buying trucks, but also helped their general welfare by providingloans for marriages, education, purchase of properties, medicalloans for marriages, education, purchase of properties, medicalemergencies, etc.emergencies, etc.

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Drivers CampaignDrivers Campaign

U nlike the Owners, drivers, who are constantly mobile, had to be reached,U nlike the Owners, drivers, who are constantly mobile, had to be reached,where they are found in groups. The Drivers campaign, therefore, startedwhere they are found in groups. The Drivers campaign, therefore, started

with the Shriram team mapping the locations like Dhabas and wholesale or with the Shriram team mapping the locations like Dhabas and wholesale or other markets where the drivers are found in groups.other markets where the drivers are found in groups.

A specially decorated van equipped with AV equipment and other A specially decorated van equipped with AV equipment and other promotional materials took off to each location based on a predetermined promotional materials took off to each location based on a predetermined journey cycle plan. journey cycle plan.

In each location, the drivers were identified and given a specially designedIn each location, the drivers were identified and given a specially designedinvitation card to attend the Road Showinvitation card to attend the Road Show - - this was important to make themthis was important to make themfeel special.feel special.

At the venue the show started with a video contestAt the venue the show started with a video contest - - 5 lucky dip winners5 lucky dip winnersfrom the audience had to identify the film star hidden behind the Shriramfrom the audience had to identify the film star hidden behind the Shriramlogo. Every winner had to mouth the theme of the campaign before he waslogo. Every winner had to mouth the theme of the campaign before he wasasked to give the answers.asked to give the answers.

After this a special 15 minutes tele film, which was totally different fromAfter this a special 15 minutes tele film, which was totally different fromthe one shown to owners, once again based on a slice of life approachthe one shown to owners, once again based on a slice of life approachfeaturing popular film stars was shown. A quiz contest following the showfeaturing popular film stars was shown. A quiz contest following the showensured that the core message of the film was clearly understood apart fromensured that the core message of the film was clearly understood apart fromhelping the selected participants to win prizes.helping the selected participants to win prizes.

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B oth the campaigns have helped the company achieveB oth the campaigns have helped the company achieveexcellent resultsexcellent results - - almost 20 times growth in loan disbursals,almost 20 times growth in loan disbursals,

establishing. Shriram as the undisputed leader in the Truck establishing. Shriram as the undisputed leader in the Truck Finance businessFinance business

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Vijay in VillagesVijay in Villages

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Ag r a CityAg r a City4500 policies in 90 days4500 policies in 90 days

Ta r get achieved in 60 days.Ta r get achieved in 60 days.

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H orlicks AshaH orlicks Asha

Ru r al consume r fulfilled thei r Ru r al consume r fulfilled thei r nut r itional needs th r ough unb r andednut r itional needs th r ough unb r andedRagi, Satto, Dalia and othe r s.Ragi, Satto, Dalia and othe r s.Based on this insight a new p r oductBased on this insight a new p r oductwas developed.was developed.Pr iced Rs 85 fo r 500 gms asPr iced Rs 85 fo r 500 gms ascompa r ed to 135 in u r ban ma r kets.compa r ed to 135 in u r ban ma r kets.Test Ma r keted in A.P and Ka r nataka.Test Ma r keted in A.P and Ka r nataka.

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A platfo r m was c r eated to convey theA platfo r m was c r eated to convey themessage of Sunde r , Susheel,message of Sunde r , Susheel,Yogya.Yogya.Beauty contests and Talent ContestsBeauty contests and Talent Contestswe r e o r ganised.we r e o r ganised.

11stst

exposu r e th r ough opinion leade r s.exposu r e th r ough opinion leade r s.22 ndnd afte r a month with a contest toafte r a month with a contest toselect Dabu r face and voice of theselect Dabu r face and voice of thevillage.village.

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Marketing at KumbhMarketing at Kumbh

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E ve r est: Bacchon Ka Haath Pakdo,E ve r est: Bacchon Ka Haath Pakdo,E ve r est Ka Saath Pakdo E ve r est Ka Saath Pakdo

Dabu r Amla: Massage Cente r s.Dabu r Amla: Massage Cente r s.Odomos F r ee samples.Odomos F r ee samples.Babool th r ough Puppet r y.Babool th r ough Puppet r y.Mo r tein at Night Shelte r s andMo r tein at Night Shelte r s andAkha r as.Akha r as.ALL OUT shop on discount vans.ALL OUT shop on discount vans.

Tazza Life size inflatable, Tazza HoTazza Life size inflatable, Tazza HoLe tea stalls.Le tea stalls.ITCs Pehle Aap fi r st aid cente r s.ITCs Pehle Aap fi r st aid cente r s.

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G .D pha r ma b r anded bhajansG .D pha r ma b r anded bhajans

booklets.booklets.Kodak ent r y ve r sion E C270 @299Kodak ent r y ve r sion E C270 @299only.only.

Nokia expe r ience zone, click andNokia expe r ience zone, click andp r int co r ne r .p r int co r ne r .