09 - Jai Desai 35 - Smilie Misquitta16 - Furquan Deshmukh 40 - Joshua Nagawkar22 - Zahan Irani 48 - Shraddha Patel25 - Pritpal Khokar

Consumer Durables Growth Rate (in %)

Rural Marketing association of India - RMAI survey 2009

59 % of consumer durables sales come from rural market

Consumer Durables market size is 500 million (in Rs.)

NCAER : National Council of Applied Economic Research, India

Group I

( Low Price, <Rs. 2,000)

Group II

( Medium price,Rs.2,000-8,000)

Group III

(High price, Rs. >8,000)

Pressure cooker Black & white TV Color TV

Bicycle Geyser Scooter, motorcycle

Wristwatch Sewing machines Refrigerator

Radio / transistor Vacuum cleaner Washing machine

Ceiling, table fan Two-in-one stereo Music system

Walkman Mixer grinder Car, Jeep

White goods, Brown goods and Consumer electronics

Problem Areas Need

Scarcity of power supply Alternate energy source

Voltage fluctuation Product designed for it

Consumer are not technology driven Functional product

Low disposable income Affordable product

58 % house are semi-permanganate or temporary

Easily moveable products

Low awareness level Information, education

Decision takes longer time Continues relationship

Manufacturer & Supplier of Solar Lighting System

Mission – To reach out to Households world over without access to modern electricity

Board of Directors – Experienced Solar and Electronics Specialist

Aishwarya – World’s most affordable and reliable Solar Lamp

Awards – Ashden Light Award also known as Green Oscar

Geographical Population less than 5,000 Humid area

Socio Economic Group R1 - Landlords, Zamindar’s R2 - Rich farmers with 5+ acres of land R3 - Average landholding of 2-5 acres R4 - Agricultural labourer

• Functional, Affordable, Acceptable• Easily movable • Maintenance free, easy cleaning…• Durable - rough and tough• Reliable• Product with Low dependency on electricity

“Product which I really need and which I can buy”

AISHWARYA FANS

AISHWARYA

Specifications Attached rechargeable Battery is built-in 12V/500mA Fan motor power consumption - 3.3 W Diameter - 9" No. of blades – 4

Product Features The solar panel transforms sun light into DC electricity, and recharges the

battery The battery can also be charged using the normal AC power. Works continuously up to 4 hrs (at max. fan speed) and 10 hrs (at min. fan

speed) Charged by strong sunshine for 3-5 hours, fan can work about 10 hours Step-less speed regulation, over-charge and discharge protection and

oscillation feature.

Long lasting, energy-saving motor that can run 1800 rpm

AISHWARYA

AISHWARYA PANKHEHar Ghar Ke Liye…

• Affordable (Long Lasting)• Available for use without Electricity• Portable to fit in Any House

AISHWARYA

AISHWARYA

Price Range from of Rs. 999 – Rs. 1499 More than Competition : Added Value Quality-Price Relationship (value for Money)

Payment Terms :- Full Payment - Mortgage through money lenders: Rs 400 x 4 installments

(per quarter)

Value Pricing

Cost Customer

Training provided to the Technicians / Dealers for repair services

Repair within Warranty would be Free

Up to 3 postcards with the dealer / technician address provided along with product

The Technician will visit the Location

All the details will be updated during the sale of the Product

Factors influencing Distribution Network Design

▪ Inventory of Stock▪ Transportation of Goods▪ Facility & handling ▪ Information

Dealers

Retail Shops

Customer

(Bulk Purchases)

Manufacturer

People move out to cities/towns for employment Source of Income Decision makers / Buyers City Targeted - Mumbai

Start in Jan 2010 1st stage launch in locations in AP / Gujarat 2nd Major Parts of India

Communication and promotion focus on Create Product Awareness Educate people for solar benefit Get feed back Local or regional approach

“Different need, different approach to provide solution ”

Education level, Awareness level

Different languages

Different region may have different motivation to buy

Example: Bihar – affordable, Gujarat – savings

Identification of opinion leaders and influencers

To understand how new product is perceived by customer

To address user queries or question

Wall painting

Radio AdsAishwarya

Fans

Aishwarya Fans

Educate postman about product Give him postcard of product Give incentives for distribution He will explain product while distributing postcard

“Khush khabari hai, bina bijali ka pankha aya hai”

Mela, Haat, Mandi, Panchayat Meetings

Opportunity to identify opinion leader

It will help in understanding customer psyche

Ask people to search for electricity wire or connection and explain how it works without it.

Better Connect with Rural Market

Spread Network due many projects

Trust worthy Source for promoting

Marketing can be targeted via Bulk Purchase Offer

Identify people who can’t afford to pay Rs. 1500/- at once Ask them how much they can save per day, eg. Rs. 25 Give them Gullak (piggy bank) In two months they can buy an Aishwarya Fan

Identify potential buyer

Opinion leader or influencer

Bhajan mandali, Meeting center, Celebration

Give it for a two day trial or One week trial

Sponsor it as prize

Wrestling events, Bullock cart Races

Promote the Brand to audiences from different villages

Word of Mouth