2. Product Strategy in Rural Context
As in Urban Area or adopted and offered.
Depends on situation and nature of product.
Lower prized product versions.
3. Specifically designed products.
Serving the required needs.
Example: Tractor-trailer, Hand Wound Radio,
Smokeless Chulhas.
Simple and easy to use.
Product literature be simple and well-illustrated.
4. Product Design
Offering the colors that are preferred.
Eg. HUL (Lifebouy), Asian paints.
Package design, color and size help customers to
identify the brand and product.
Packaging imitation by local players .
Small packets as trial.
Lower purchasing power and limited availability of
cash for shopping.
5. Logos, Symbols and mnemonics
Brand recall by Visual logo.
Images are more potent.
Symbols and mnemonics give brand recall.
Example: Nirma, Dettol etc.
6. Brand Decision
Rural People prefer branded products.
Well known brand reduces risk.
FMCG- 80% sales from rural market.
Brand name same with extended varient.
Colour: Lal Dant Manjan.
Objects: Ghadi Detergent.
Number: 555
Animal :Tiger buisuits,
8. Brand Decisions
Sell value brands and not cheap brands.
Lifebouy positioning – not cheap soap but hygienic
brand.
Arvind Mills: Ruff and tuff
Britania- Tiger.
10. Positioning Decisions
Different positing strategy in rural areas.
Titan watches as fashion and jewellery.
Titan – Just a watch- inexpensive yet durable.
11. Pre- conceived notation have no place
Rich buyers in rural areas.
Lower prized models.
Onida- KY Thunder.
Mass models – 80% Urban.
Small size preferred.