Question

Topic: Student Questions

Rural Marketing

Posted by Anonymous on 11/14/2009 at 9:21 AM ET 250 Points
hiii everyone.i m divya iyer and i need some opinions and tips on how are we supposed to proceed with selling an fmcg product to rural india.we have selected the rural part of bihar and our product is the new "parachute advansed hot oil".and the best part is that we need to present it as a skit.we need to make a sles pitch and present it as a skit.we have already made brochures in hindi and some visual aids on cardpaper(comparing the other oils with our product).the scripting is going on.so what else should be done?we need to present it on the 17th of this month.
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RESPONSES

  • Posted on 11/14/2009 at 11:29 AM Accepted
    Hi Divya,

    Here are a few things you should keep in mind:

    1. Rural people in India associate very strongly with any depictions of their local culture, rituals and festivals. Try to demonstrate your product in the background of festivals like Chhath etc which are very popular in Bihar and is majorly a women centric festival.

    2. Find out what their current alternative is. A "garam tel se champi" is very commonly offered by local barber shops in northern rural India. If you are offering a substitute for that, show them how its better. And how even the barbers could go for it.

    3. You could also involve the audience and make it a more "interactive" skit rather than a one way communication from your end.

    All the best
  • Posted by Gary Bloomer on 11/15/2009 at 10:22 AM Accepted
    Dear ove24by7,

    I've never been to India and so I have few points of reference
    on which to hang the following opinions. However, regardless of where your audience is: in a city or miles out in the country, they all want answers to the same questions:

    1. What's so great about this new product? Why would I change from what I use now to this new thing, whatever that thing might be?

    2. If I change, how will my life improve?

    3. If it's more expensive, how will spending more on less help me?

    4. Who else is using this product and what's its use doing for them?

    5. Of the other people using this product, how many of them are like me? Or, how many of them are like the person I want to become or aspire to be?

    6. What's in it for me and why would I give you my money rather than spend my money on the usual goods and services I've bought for years.

    The goal is to create new versions, new mental projections if you will in the minds of potential customers as to what life could be like for them as a consequence of using your product.

    What do they need, want, desire, and aspire to? Who do they want to be like, associate with, and gravitate towards in terms of social groups, people of like mind, and so on.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
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