1. MART Research Team Comprehensive End to End Solutions in Emerging Markets

2. To become the most respected, employee owned consultancy firm in the emerging markets creating innovative and effective solutions in the sectors of our focus. Innovation Partnership and Team Work. Integrity and HumilityTrust and TransparencyNon HierarchicalHelp improve client capability To enable the poor in emerging markets improve their quality of life, by delivering innovative, high value, end to end solutions through our partners. MART Vision Values Mission

3. MARTA Brief Profile MART, a leading BoP Consultancy Firm in Emerging Markets ‘Social Heart & Business Mind’ Philosophy Works both in Corporate and Social sectors 50 professionals across India Worked in Nepal, Afghanistan, Mozambique and Bangladesh.

4. ServicesEnd to End Solutions

5. SectorAreas of Work

6. User Centric ResearchGaining in depth understanding of consumer MART adopts user centric approach to gain insights into consumer’s ecosystem and behavior Consumers’ voluntary participation ensured, Ethnography tools : Participatory Rural Appraisal (PRA), photo ethnography and shadowing /SOLO

7. What is PRA? A set of approaches and methods that enables rural community to share, enhance and analyze their knowledge of their own environment and life

8. Advantage PRA User centric approach Community led approach cutting across literacy and caste Story tellingmode for easy comprehension Encourages voluntary participation Pictorials and visual expressions captures unexpressed behaviors Information collection and validation happens simultaneously

9. Resource & Social Map Leads to understanding consumer’s ecosystem …. his cultural & community behavior…… Pain points to usage ….. Identification of felt need …… potential target groups

10. Mobility Map & Access Village : PadariKalanUnnao (UP) Maps the markets for products/services in the area…….. mobility of consumer in his environment….. Access behavior to different markets for different product categories

11. Activity Clock Maps the economic & social activities for different occupational groups … identifies appropriate time window available for communicating with consumer

12. Application of Dyad & Triad Community decision making , involving several persons Initiator Influencer Decider Buyer User Dyad, Triad or a mini group necessary to understand roles of different stakeholders in the ecosystem

13. Market Research: Areas of expertise Knowledge, usage, attitude and practices Consumer behavior Product development Brand study Market Sizing Rural distribution Testing communication materials Impact Study

14. Some Research Assignments

16. Observe daily life of men, women and children

17. Study associations, aspirations, attitude, interest and opinions

18. OpportunitiesIdentified

21. Decision making process for purchase

22. Pre-purchase, at the point of purchase and post purchase behavior

23. Redressal against dissatisfaction after purchase

24. Awareness of consumer rights and consumer forum

26. Awareness of consumer rights

27. Willingness to access the services of consumer forum

29. Assessment /Evaluation Research Microsoft Need analysis studies in rural areas to identify and select services which can be delivered through ICT kiosks. Study the different ICT kiosk models across the country and evaluate their services for operating gaps and recommend services to generate higher footfalls and higher acceptability of services BBC Study to measure the impact of communication aimed at youth in the Hindi heartland. Measure the recall, intention to listen to BBC and intention to associate with the local programs to be aired by BBC.

30. Assessing Sustainability of CIC : Grameen Phone Objective: Assess the feasibility of the 16 CICs set up by Grameen Phone for their existing services and identify potential new services Approach: Qualitative study among consumers to identify the enabling factors and the barriers to use, for the existing services….. Poor browsing capability…. Important sites not known ….. Need for vernacular Study the non consumers for their barriers to use and identified potential services for them….. New target segments ….. Potential for greater footfall at the CIC Quantitative study to quantify the enabling factors and barriers ….. Assess most potential services …… business plan for the CIC to breakeven …. Subsequently make profits Grameen Phone developed services …. agri-extension … education ….employment to target youth and farmers ….relevant services for youth... Increasing footfalls …..enhancing feasibility of CICs

31. Sectoral Study and Strategy Rural insurance: issues, challenges & opportunities. Phase I – qualitative research to understand rural consumer behavior on savings, loans and insurance. Phase II – quantitative research to profile potential customers for insurance, assess the rural potential and identify channels for promotion and delivery. Marketing strategies developed for life and general insurance - design of insurance products, premium payments capacity, profile of potential customers, channels for advertising and promotion, and delivery, possible rural agents.

32. Market Research and Strategy Population Services International: Clean delivery kits. Qualitative study to understand the knowledge, attitude and practices in home births in rural areas. The study also assessed the acceptance of clean delivery kit prototype. Qualitative research to test the communication materials developed for the product (brand names, packaging, insert, flyer, posters and TV commercials) and select appropriate ones. HariyaliKisan bazaar – A super bazaar format for Agri-inputs. Study the consumer behaviour to the format and additional services expected from such a store.

33. MART’s End To End Solutions Research Concept  Prototype  Product  Distribution  Promotion

34. NovartisArogya Parivar Innovation in Health Service Delivery BoP Consumer Segments

36. Nutrition for mother & child, TB, allergies were prioritized

37. Need to associate with qualified doctors in semi-urban

38. Need to build awareness about timely and complete treatment among people

39. Rural population unaware of health issues arising out of mal nutrition, infection and allergy

40. Recovery of ailment is considered effective as soon as the patient feels better and can go back to work. Most of the time do not complete the dose

41. Health service providers in villages restricted to RMP and government appointed nurse.

42. Quality health services, both public and private, available in block town

43. Understand the awareness of identified ailments, health issues and related pain points in accessing health services

45. Relatively less delay in seeking treatment

46. Saved costs

47. Appropriate treatment helped build confidence

48. Health service providers appreciated company efforts

49. Issues on availability of company products affected the pilot

50. Challenge was re-distribution of health products such that legal issues do not arise

51. Changes in categorization of products

52. Appointment of new sub-distributors at sub-district levels

53. Associate with practicing doctors & qualified rural medical practitioners

54. Scaled across 100 districts

55. 3 different models developed to create awareness. Models based on level of health awareness.

56. Mobile health advisors were core to all models

57. Association with health care chain The model has won Silver Award for Best Long Term Rural Initiative in RMAI Awards 2008 and Silver Award for Best Rural Marketing Initiatives in WOW Awards 2009. It was also nominated in the Innovative Marketing Model category in the Golden Peacock Awards 2008

58. Project Arogya

59. Breathing Space ProgramReducing Indoor Air PollutionA case of Innovation for Rural HouseholdsImproved Biomass Stove

62. In depth Interviews : Kitchen Management, utensils, stoves, cooking fuel Observations: stove location, ventilation, cooking position(Pictures and Videography) Fire place ‘Holy place’. Cleaned everyday. Cooking is done on floor. Height for cooking important Separate portable stove for non-vegetarian cooking. Clean up of black stained utensils inconvenient. Firing stove cumbersome . Quick cooking on kerosene stove. Smoke causes choking and irritation in eyes Technical measurements of stove and utensils Outdoor cooking in Tamil Nadu, use portable stoves Single burner in TN, double in Karnataka

64. Smokeless

65. Easy to fire and maintain burning

66. Portable

67. Easy to clean and maintain

69. Increase opening for fuel

70. Cooking Pot not stable

72. Clean cooking vessels & clean walls

73. Easy to fire and cook

74. Requires less fuel

75. Stainless steel product triggers aspirationFive Prototypes Tested with potential customers. Two prototypes finalized for refinement and production

77. 65% less fuel consumption

78. Cooks twice as fastProgram targets to reach 1 million households

79. Our Clients-Corporate

80. Our Clients-Development

81. Social Heart Business Mind Thank You