1. TOPIC :PREPAREA MARKETING PLAN FOR LAUNCHINGA
NEW SOAP IN RURAL SOUTH INDIA
Submitted by ,
RADHIKA R KRISHNAN

2.  Rural Marketing is defined as any marketing
activity in which the one dominant
participant is from a rural area.
 This implies that rural marketing consists of
marketing of inputs to the rural as well as
marketing of outputs from the rural markets
to other geographical areas.

3.  BRIGHT LIGHT – a start up company –
located in urban area is planning to launch
a new soap in rural area.
 It initially focusing on the rural south India.
 A new product launch is hugely different
from marketing regular products. It is like
giving birth to a baby.

4.  Competitive analysis
 detailed study is done to understand the market
dynamics. A gap analysis is done to assess the
opportunities existing in the market.
 Product portfolio management
 we identify the products to be launched in terms
of trade and consumer acceptability.
 Packing and pricing

5. Packaging for a new product decides the degree of
consumer interest. A bad pricing policy can make
a new product a non-starter.
 Designing a communication strategy
The communication strategy for a new product has
to be helpful to create basic awareness
 Brand Positioning
This says who you are and how you are different
from competition.

6.  Designing a sales strategy
Target cities and markets need to be identified to
launch the product effectively.
 Implementation of the launch strategy
To launch the product during the initial
phase, which is as per the plan. We believe that
implementation is the last 98 % of the puzzle.

7.  Current marketing situation
 Objectives
 Marketing strategy
 Action programs
 Financial projections
 Implementation controls

8.  Rural markets are offering immense potential
for market expansions and growth in washing
soaps
 Literacy level, family structure, spatial
distribution of household settlements, social
customs and norms etc are unique to rural
south India
 It can be done through SWOT analysis

9.  BRIGHT LIGHT decided on the following
objectives:
 Achieve sales of about all the people in the
village
 Achieve the goodwill for the product among
the customers and customer satisfaction
 Achieve maximum profit with in five years.

10.  Product: Washing soap, packed in coloured and
with high quality .the product packs of
50g, 100g,150g are planning to launch with orange
peel extracts
 Target market: Mainly focuses on ladies (20-50) in
the rural market. it mainly focuses from low level
income families in the area.
 Pricing : available at 10 RS for 50 g , 15 RS for 100g
, 20 RS for 150g
 Distribution:Through Direct marketing Using
salesmen ,Small stores, Wholesalers etc.

11.  Marketing communication : creating brand
awareness through educating the people in
the village.
 Marketing research :To monitor the
customers tastes and behaviour , repeat
purchase rate , preference of the customers
and so on .


12.  BRIGHT LIGHT will use a set of action
programs to achieve its objectives.
 Before launching the washing soap , it will
begin efforts at educating the village people
and also giving training to the employees
who all are from the rural areas.

13.  The first year sales revenue projected to be 6
lakhs.
 Half of the profit is for the sales promoters
and it is the expense forecast.
 The business is expected to break even in the
second year of operation.

14.  This plan will have a detailed Budget
 Activity schedule with strict deadlines.
 The plan will be monitored on a weekly basis.
