Avni Rao105

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INDIA-The Rural Way

• Avni Rao105
• Karan Rajpal 109
• Heeru Sajnani 111

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(No Transcript)
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The Scope

• India- A land of village communities
• 75 of Indian population living in rural areas
• Surprising amount of consumption and media
  exposure
• high percentage of households where non-food
  expenditure exceeds food expenditure
• Rapid growth in expenditure on education and
  health care and transportation
• Rural per capita income has grown at the same
  pace as urban per capita income. In real terms,
  real rural income has grown three times as fast
  as agricultural income.

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Soap Category- Rural India

• 50 of all soap sales in the rural markets
• Increase in disposable incomes, growth in rural
  demand is expected to increase
• consumers are moving up towards premium products.
  
• Increase in prices has led some consumers to look
  for cheaper substitutes.
• Major players in personal wash (Soap) market
  HLL Wipro Consumer Care

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Understanding the need

• Usage
• for Bathing Washing Hands Washing hair
• Single soap for the entire family in most of the
  cases
• Males/female soap bar often differ
• The Hygiene Factor
• A bath is incomplete without using a soap. It is
  a necessity.
• Regardless of which family member buys the
  product, brand purchased remains the same.
• Price factor secondary, strong brand loyalty.

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• CustomerSpeak Names of the brands known in the
  order of TOM recall-
• Lux
• Santoor
• Lifebuoy
• Medimix
• RetailerSpeak What retailers reveal about
  Consumer preferences-
• Something that is cheap
• People are brand conscious and extremely
  brand loyal
• Bulk buying during bazaars
• People are brand conscious and extremely
  brand loyal
• Soaps bought as a part of weekly shopping.
• Any member of the family comes and buys

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Brand Associations

• LUX
• A strong fragrance
• Compared to Lifebuoy, does not leave the hair
  sticky when used for head wash
• considered expensive, still preferred
• Santoor
• clean and fair skin
• Generally used by the female member
• Lifebuoy
• High usage amongst male members
• Has been present as a product for a long time
• strong trust factor.
• Medimix
• Considered to be medicinal
• Used mainly by a particular category who is
  dealing with skin problems.

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The Missing Links

• Shelf Usage
• Planogramming does not exist.
• Products no visible, highly cluttered

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The Missing Links

• No Signage

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WAY FORWARD TO BUILD RELATIONSHIPS

• Lux-
• Strong brand recall, Top-of-the-mind recall
• Signages
• Medimix-
• Continue to build on its medicinal properties,
• Add deodoriser
• Lifebuoy-
• Strongest brand and the best Top-of-the-mind
  recall
• Continue investing the PSA-Wall Painting combine.
  
• Santoor-
• Build further on the fairness plank.
• Should introduce variants away from sandalwood to
  build further sales in non-south market.

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Thank You!!!