2. Organizations have only two functions, one is
marketing and other is innovation.
– PETER F.
DRUCKER

4. • Innovation in business.
• Retail on wheels concept.
• Size and consumption of Indian rural
retail market.
• Saturation in urban market.

6. •RURAL INDIA A RETAIL HOTSPOT.
• BUYING @ ZERO SEARCH COST
• AWARENESS OF EMERGING FASHION TRENDS
• EASY SEARCH OF COMMODITIES
•SELLING GOODS AT AFFORDABLE RATES.

7. To offer our customers, the best product at
an affordable price AND at their doorsteps

8. FEATURES OF CARAVAN
A-Z items @affordable price.
Initially, we would offer offers/ discounts to attract people
We focus specially those areas which lack transport communication.
Damage return/ defective return facility available
The vehicle visits a specific area thrice a week
Alloy wheels of the vehicles make it cheap and of light weight.
Complimentary items for kids
We sell to small retailers too.
We provide free consultation for emerging fashion trends, health(diet).
As we are in a new business, we would initially hire local sales personnel which will
provide job to the villagers.

9. ITEMS
• Apparels.
• Packed food items
• Soft drinks and ice-creams
• FMCG and daily use products
• Mobile recharge coupons and easy recharge.
• Grocery items.

10. • TO ENTER URBAN MARKET
• TO MAKE ALL VEHICLES FULLY A.C.
• TO OPEN EDUCATION CENTRES FOR RURAL INDIA AS A PART
OF C.S.R.
• USE OF BIODIESEL AS FUEL TO SAVE GREEN ENVIRONMENT

12. COMPETITOR ANALYSIS
C
Barriers to entry ( huge transportation cost)
Bargaining power of vendors
Competitive rivalry ( mostly kirana shops, caravan – a
competitive advantage )
Threat of superior formats ( people are accustomed to buying
from one place)

13. ENVIRONMENTAL ANALYSIS
Technology (use of alloy wheels, bio diesel)
Social ( providing employment, communication )
Economic ( income pattern)
Socio-cultural factors
- population growth, education and age group
- social taboos
- lifestyle

15. • Practical and Price Sensitive
• Innovative ideas
• Marketing mix

16.  Money
 Man
 Machine

17. Low maintenance
Virgin markets cost
Elimination of
wholesalers for
travelling cost for
local kirana shops
customers

18. Retail Mix
Segmentation Targeting Positioning

19. Segmentation
Demographic Socio cultural

20. Positioning
Advertisement Visual Merchandise Caption

21. Critical Issues
The main challenges in rural marketing are :
Channel management
Promotion and communication
Poor infrastructure
Uneconomical market size
Diverse socio-economic Consumer profile