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Rural India
Posted By: jenieforever* on 9/3/2004 12:18 AM (CST) 250 Points
i am a mgmt student frm india and we have a presentation on launching a product(gillette ready shaver) in rural india. The problem is that Gillete is a very premium brand and is known for its quality & high price. men in rual india have the habit of going to mobile barber shops because they are cheap and have hardly heard abt ready shavers.

Our group wants to firstly change the habit of men going to barber shops and shaving and generate suitable mkting strategies so that the product is accepted by the target people.
Could any one give me a proper strategy for launching Gillete in rural India?

Posted by: deeps* Accepted Answer
9/3/2004 12:50 AM (CST)
Hey jenieforever,

I am also from India (Bangalore) and i think that our Rural ppl r not so 'ready' or i can say, not-so-advanced, to take this 'Ready Shaver' concept in.

Hoping that everything goes fine, have u thought abt the Money factor involved in this? Our rural ppl, sometimes, will not have money for having 2 square meals a day! Being this the situation, how can they think of buying a gadget like this? And that too, Gillette, being a top-end company, the price will definitely be unaffordable.

Maybe, i feel, it will be better to consider a different subject for the presentation; like how can they start a small-scale industry in their household so as to earn some money... They will be much more interested in this topic.

Cheers,
Pradeep.
 
Posted by: vikrant* Accepted Answer
9/3/2004 3:07 AM (CST)
It would be too much to expect Rural folks of India to go for a top end shaving gadget like ready shaver.
besides the market should be evolved enough to justify launching such a gizmo in such areas.

a better idea could be to launch it in metros & urban areas.
 
Posted by: norquest* Accepted Answer
9/3/2004 4:33 AM (CST)
Maybe you guys live in a different India from the one I live in. Rural people come in many shapes and sizes and include plenty that are more affluent than you kids can imagine.

I’d suggest going and visiting rural India. It will be a fulfilling experience. You’ll be pleasantly surprised (I suspect, from reading the answers here) to find that except for the fact that live in a larger, greener place than we do, they are exactly like us. Some are extremely intelligent and articulate; some not quite as bright (just like the average urban mix of people you meet); some have good taste, some bad. And so on and so forth.

They already use many top end products and do not like to patronized by assuming that because they live in smaller population centers that they need to be spoken down to in a “rural accent” which usually irritates and offends them because it is not the language they speak.

The rural man is a man first and the fact that he lives in a rural environment doesn’t change his basic motivations. He wants a clean shave and you have to convince him that your razor can deliver. Provoke, as you would with anyone else, a trial, some word of mouth, and before you know what’s happening, he’ll consider buying it.

But whether he will stop going to the barber shop is another question.

The barber shop is a social event all over the world; the morning shave at the barber shop is where you get together with the guys and discuss things of import (men don’t gossip, we discuss things of import), which is a situation your most premium razor can’t match. So address that. And you’ll find that it works on those urban audiences that can afford the time for a morning chat with friends instead of hurrying to work also.
 
Posted by: Paul Copcutt Accepted Answer
9/3/2004 10:48 AM (CST)
Here are two ways that you might approach this;

1. Sell the product to the mobile barbers who in turn sell it on to the customer. They giv them the first shave with the new product and then offer to sell it to the customer afterwards at an 'apparent' discount.
They may not be keen on diluting their potential customer base however. From a hygiene point you cannot really look to offer the barber use the product for several customers.

2. Start a viral marketing campaign, or buzz campaign
See www.bzzagent.com , give the product free to certain prominent or influential members of the community and get them to spread the word for you.

Good luck!
 
Posted by: jenieforever* Author Response
9/4/2004 1:55 AM (CST)
I would firstly like thank everyone for addressing my query & giving various suggestions regarding the same. Secondly I would like to apologize for not giving a brief description about my presentation as I was not so sure of any responses.

My group is supposed to launch a product (not a service) in rural area, (preferably Maharashtra), which is already famous/saturated in the urban market. Regarding this we also had several visits in villages ahead of Navi Mumbai. Our visits revealed that the perception of rural areas being backward is not totally true. The thing is: The more a village is near to a town/city the more it is prone to modernisation. These villages are more or less like nearby cities. Another astonishing part is that the teenagers change the whole view of the village. College students go to nearby city to study and their lifestyle is more or less similar to ours. Interior villages are totally untapped having only 1-2 shops in 3 villages together. There is also a co-operative playing a vital role in the interior villages. TV penetration is medium & communication is more through wall paintings.

During our brainstorming sessions our views were exactly similar to those of Mr.Badlani. Going to barber shops is like a social gathering to men and they will not get this opportunity by shaving at home. Pushing the product through barbers (Paul Copcutt) is a very risky business as they may not like to destroy their source of livelihood. Another alternative product which we have in mind is Philips tube light (small one). Advantage of this product is that it burns beautifully even if the supply is dim & is definitely long lasting. Disadvantage could be; as it is long lasting frequency of buying could be less. As far as mkting strategies are concerned we are thinking of launching it during the festive season of ganpati & navratri by sponsoring the whole event for 9-10 days. We`ll decorate the whole place (including the main area + the nearby roads) with Philips tubes and posters and organize various cultural events and the prizes would also be Philips tubes. My group has not yet decided on other strategies.

We are confused whether to take Gillette or Philips. Please help me out & sorry for writing the matter too long. Expecting more responses this time too.
 
Posted by: norquest* Member Response
9/4/2004 6:58 AM (CST)
Jenieforever, I’m glad you’ve discovered that rural folks are just like urban folks.

Given this discovery, you might now want to find out what is the perceived value delivery these two brands offer, because if there is one difference between rural and urban India, it is that rural consumers tend to be more conscious of value.

What you are proposing sounds like a way to inform people that Philips makes tube lights. Who doesn’t know that? So what will you achieve?

Go with Gillette – there is at least some story there to work with.
 
Posted by: sunny* Accepted Answer
9/5/2004 3:15 PM (CST)
hi jenieforever, im from pakistan n live in a rural area for almost 15 yrs.let me tell u one thing if u want to introduce gillete ready shaver in rural area than the ist and the most important thing is to attatch the product with their culture n traditions becoz in rural area peoples are very much concerned abt heir culture n traditions than in urban area.so thats why irecommend you guys to make such an strategy which not only related to their culture but also have an emotional appeal.
hope you like it, if u guys want something more do let me know, im here to support u
 
Posted by: soumendudas* Accepted Answer
9/10/2004 2:56 PM (CST)
Dear Jenieforever,

I am exactly in favour of Mr. Badlani's views that Rural India is completely different than what the modern urban youth think. But when it comes to high purchasing power and a instinct of indulgance you will find it in some pockets of the country(Punjab,AP,TamilNadu Maharastra).
For launch of a product like high end shaving kit in rural India (If u r insisting it to be launched in a Rural India) you can think about the followings:

1) Do not launch it every where apply Carpet Bombing Technique. Find an area first,target it and promote the product.

2) Do not promote this product to Village Barber because you are after killing his business. Instead organise camps with theme "how to look fore ever young" and with some other shaving cosmetics products introduce the shaving kit.

3) Select a youthful rural man with multiple age group and make him the Brand Ambassador for your product. He will work as your products most vocal advertiser.

4) Rural marketing is not required HARD WORK what needs is SMART WORK. You show them the benefits and they will buy it .

Hope these points will make your plans little easy.

Regards,
Soumendu
 
Posted by: aaftaab* Accepted Answer
9/10/2004 6:33 PM (CST)
hi jenie,


one thing common about both the products you want to launch is that they require come source of power - by electricity or battery operated.

you will have to consider
-the level of electrification in villages to enable use of the products.

while referring through information about villages,
the definition of electrification varies . even if a village has one lamp post... it is regarded as electrification.

- even if the village receives power it is usually early in the morning to ensure that the crops are watered.

Also the electric shaver when introduced, it will have to take the place of the village barber(at least partially) in the rural male's routine.


now Maharashtra and gujarat may score in terms of power, but the other states are not so * bright *


regards,
Aaftaab
 
Posted by: jenieforever* Author Response
9/14/2004 2:42 PM (CST)
Hello everyone,
Thanx again for all ur responses. My group has decided to go with Gillette Presto ready shaver & our target customers boys/men with the age group of 17-40. We have thought of a few strategies and need to work on a good ad. As Mr. Soumendudas has highlighted, we are targeting & promoting a particular area first (which we’ve visited earlier). Following are some of the strategies which my group thought of.

- Even though the village has pakka roads they are not supported with lamp posts. So we thought of installing street lights having the shape of G.Presto. The two tubes will represent the twin blades & the brand name will be written on the posts.
- Arranging a common TV in the bus depot wherein only news & various sports will be telecasted & during each & every break Gillette’s ad will be shown.
- Organising talk shows in the junction of the village regarding “The importance of personal health & hygiene” & the eminent speakers would be: Gillette personnels (Mkting) including a doctor, 1 influential person from the village like the sarpanch, 1 urban teenager & may be a brand ambassador (can’t decide whom to take).
- Pictorial charts describing the usage of the shaver in front of every medical store.
- Sponsoring cricket tournaments and providing everyone (including the spectators) Gillette t-shirts. The winners will get different products offered by our Co.
- Besides these, posters will be hung up at each node and public vehicle & also the bus stops will be painted with our ad.

We’ve even made a good print ad & are in process of making a good commercial which will help us position our product in the minds of people. Kindly send few suggestions regarding commercials and the above strategies.
 
Posted by: Sharon Moderator Response
9/14/2004 11:08 PM (CST)
My initial response to your suggestions is, geez, that's a lot of money. Does your presentation have a budget component? If so, I'm sure you've exceeded it!

I like your giveaway idea for the cricket game. If your audience isn't used to electric shavers, then letting them try one is a great idea. I see the value of the t-shirts, too, but the street lamps shaped like razor blades is a little over the top for me. Maybe just a logo on something that benefits the community Believe me, that's more important than starting and maintaining a television station and creating all those commercials.

I've found testimonials to be effective with new product adoption. Have the folks who receive the free product record a testimonial of how wonderful it is to use. Have famous sports figures and other attractive celebrities endorse your product too.

Good luck. Sounds like an interesting project.
 
Posted by: norquest* Member Response
9/20/2004 3:08 AM (CST)
1. Even better than the users give a testimonial might be to have their wives (you're not officially allowed to have girl-friends in rural India) give the testimonial.
2. Don’t fling money around with too much display material. You’re pushing a concept at this point in time, not trying to invoke memories of brand name and its previously established benefits.
3. Do not talk down to your audience. Many may not need concept education – to them, such a message might offend. Find a way to address custom messages to various segments.
4. Do not try and make this appear competitive to the barber. Make it part of the same life that includes a barber.
 
Posted by: ASVP/ChrisB Accepted Answer
9/24/2004 10:51 PM (CST)
THIS POST RATED PG18

Love the idea of the wife's testimonial. Most men don't much mind having a three day beard growth - some men may even think it makes them look macho. But most women don't want a man's beard to rub against their soft, sensitive face, therefore having a clean shave could be a an important precursor to a night of nuptial bliss...

Perhaps this is where the shave at home becomes ancillary and complementary to the "men's club" service of the visit to the barber.

This isn't about drinking tea, talking over the cricket scores and wondering whether Ponting's hand will heal slowly so as to give India a better chance in the Test.

This is about getting a smooth face so the missus doesn't object to the poor chap making his advances once the Philips tube light has been switched off for the night in the marital bedroom.

Sex sells. Get Mrs Kumar to say how much more attractive she finds Mr Kumar when he has freshly shaved with his Gillette Presto just before bedtime. She can even say it gives him a smooth face just like (or even better than) the barber shop.

My guess is the Mr Kumars of rural (and metropolitan) India will be lined up by the thousand because men all over the world, even in places where men value their independence as uch as rural India, will do what their wives tell them, if there's a good enough incentive in it for them.

And the single chaps will shave with it on the offchance it improves their chances and may help their parents get them a better matrimonial "deal".

I just hope these razors don't contribute to an overnight population explosion in India.

I think the advertising could be handled very tastefully, and with a good sense of humour.

Hey, maybe package a copy of the Kama Sutra with each one?

(Errm... Sorry, no offence intended!)

Good Luck

ChrisB
 
Posted by: Gourav* Accepted Answer
9/25/2004 5:39 AM (CST)
i can think of 1 important precedent, and a couple of new developments which may be of help.

1. HLL pushed "Lifebuoy" into the rural market by focussing on the "tandurusti" (health) benefits, and then ensured that it reached the rural consumer even if it had to get there on a bicycle. a couple of observations (a) regional radio and TV channels are definitely going to play an important role for you here (b) your company has to occupy a space in the market and nothing beats the 'health' platform. i've found marketing to rural india to be really challenging - here is a bunch of consumers who consider the value of every rupee they spend, yet who are more than willing to try out new products (the growth of mobile phones in rural india is a case in point). so the potential exists - but remember that banking on a big name in this market is only as good as the paper its written on. given native ingenuity you can bet your last marketing rupee that in 3 months you'll have cheaper competitors - which means you'll need a really solid value proposition to ensure you retain your customers and attract new ones.

2. new ventures like ITCs e-choupal and the entrepreneurial Mahamaza combine Amway-style marketing, technology and existing power-structures in villages to reach out to the rural market.

hope this helps.
 
Posted by: Sharon Moderator Response
9/25/2004 6:35 PM (CST)
Hello all. I am closing this question. This is standard procedure when the question author gets busy and falls out of the conversation for a while – or doesn’t understand the procedure for closing.

Thanks for participating!
 
Posted by: ashish_ahl_iway* Member Response
8/12/2006 4:29 PM (CST)
First one should take senior citizens into confidence i.e village head and others,tell them how hygenic it is to use gillete blade and there is no need to visit barber everyday and to wait for him. distribute free samples to youngsters also so that they develop a habit of using gillete product. First in marketing what is important is that you are not here to sell the product only, but to market, promote also which can be done by only socialising with the people.Young and intelligent youngsters should be hired to market the product , and it will also help in providing them a sort of employment and help in building a goodwill in the area also. thank you - ashish ahlawat
 
Posted by: ashish_ahl_iway* Member Response
8/12/2006 4:34 PM (CST)
How will u market a mobile phone in rural area? What are the marketing strategies to be adopted while launching a mobile phone in rural indian village?
 


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