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LIFEBUOY -- RURAL MARKETING,[object Object],					             GROUP NO. 1,[object Object],                                                        ABHISHEK KUMAR,[object Object],						 ATUL SHARMA,[object Object],		                  			 DHRUV SINGHAL,[object Object],						 ISHAN MISHRA,[object Object],						 KANISHK GAUTAM,[object Object],						 SAUMYA SRIVASTAVA,[object Object]
INTRODUCTION,[object Object],[object Object]
Initial target : tough, labor class man’s.
 hard rectangular bar, red in color.
 strong carbolic scent,[object Object]
RELAUNCHING LIFEBUOY,[object Object],IN 2002 LIFEBUOY WAS RELAUNCHED.,[object Object],WAS A MILD SOAP WITH A FLORAL SCENT.,[object Object],TARGET – FROM MALE CONCEPT TO ENTIRE FAMILY, BENEFICIAL FOR HEALTH CONCEPT.,[object Object],SIZE DECREASED FROM 150gms to 125gms AND PRICE INCREASED FROM 8.50 TO 9.,[object Object],MARKET SHARE – 18% IN  2002.,[object Object]
RURAL MARKETING,[object Object],HLL FOCUSED ON RURAL MARKET  70% OF ITS SALES.,[object Object],TWO MAIN PROBLEMS IN RURAL MARKETING :-,[object Object],AVOIDING SOAP IF HANDS DID NOT APPEARS DIRTY.,[object Object],IN VILLAGES NO ACCESS TO MASS MEDIA SUCH AS TV AND RADIO.,[object Object]
RURAL MARKETING AND PROMOTION,[object Object],HLL HIRED TWO-PERSON TEAMS TO GO INTO VILLAGE SCHOOLS AND TEACH YOUNGSTERS BETWEEN AGES OF 5 AND 13 ABOUT INVISIBLE GERMS.,[object Object],LATTER PARENTS AND VILLAGE ELDERS WERE APPROACHED.,[object Object],IN 2002, RURAL CONTACT PROGRAMME.,[object Object],LAUNCHED “LIFEBUOY SWASTHYA CHETANA PROGRAMME” MEANT “HEALTH AWAKENING”.,[object Object]
RURAL MARKETING AND PROMOTION (CONTD.),[object Object]
RURAL MARKETING (CONTD.),[object Object],In 2003, HLL, MAKING LIFEBUOY AVAILABLE AT BARGAIN PRICE OF RS. 2 IN RURAL MARKETAT RETAIL LEVEL.,[object Object],IN RURAL MARKET IS EXTERMELY PRICE SENSITIVE.,[object Object],4 A’S OF RURAL MARKETING :-,[object Object],AVAILABILITY,[object Object],AFFORDABILITY,[object Object],AWARENESS,[object Object],ACCEPTABILITY,[object Object]
NIRMA –RURAL MARKETING,[object Object],Nirma  is one of the few names – that is instantly recognized as a true Indian brand ,[object Object],Nirma  has always practiced ‘VALUE FOR MONEY’ .,[object Object],Nirma literally captured the market share by offering,[object Object],    value-based marketing mix of four P’s ,i.e. a Perfect match of product, price, place and promotion,[object Object]
INTRODUCTION ,[object Object],NIRMA was started in the year 1969 by KarsanbhaiPatel,inAhmedabad in Gujrat .,[object Object],Chemist by profession,[object Object], named  NIRMA, after his daughter NIRUPAMA,[object Object],Successful journey began with sale of 15-20 packets of nirma washing powder a day which was YELLOW in colour,[object Object],Lower in quality than surf but far more effective than traditional slab of soap,[object Object]
Strategies followed for success,[object Object],Stockist made responsible for all transportation & delivery  cost who were mainly relatives & family members,[object Object],Distribution dependent on prepayment for stocks,[object Object],Came up with ads in  the late 1970s with catchy jingles and stockist were responsible for 50 % funding of promotional expenditure,[object Object],His daughter name attached to company gave distinctive and personal aspect that helped nirma stand out from others ,[object Object]
KEY DIFFERENCES OF NIRMA & HLL,[object Object],Price,[object Object],Ingredients,[object Object],Soda ash –main raw material abundant in gijarat,[object Object],Focused on tier 4 i.e. 4 billion people who live mostly in developing countries,[object Object]
World pyramid,[object Object]
NIRMA-FINALLY WON THE WAR OF BUBBLES,[object Object],Regional  product bring permanent success,[object Object],Outnumbered hll sale in rural areas,[object Object],Take advantage of the vacant market left by hll which was thought to be not penetrable but them,[object Object],1/3 rd price of regular price was the enough harbinger of nirma to survive in market,[object Object],Became number  1 brand in asia : focused on massive market segment that was hungry of getting a good quality product at affordable price,[object Object]
HOW HLL REACTED,[object Object],When nirma came with detergent bar to compete with rin, this time hll took it seriously & came up with project sting & put its plan in to action,[object Object]
SWOT ANALYSIS OF NIRMA,[object Object],STRENGTH:,[object Object],BACKWARDINTEGRATION (Into 2 main raw materials- alkyl benzene and soda ash),[object Object],‡MARKET LEADERSHIP,[object Object],‡DISTRIBUTION NETWORK,[object Object]
SWOT CONTINUED…,[object Object],    WEAKNESS:,[object Object],‡Image of CHEAP brand.,[object Object],‡Less presence in the premium brand segment.,[object Object],‡Lack of global tie ups,[object Object]

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Lifebuoy -rural marketing