MEDIA MIX FOR BRANDING TOOTHPASTE IN RURAL MARKET OF RAJASTHAN

By,Rony Peter Thomas

S2 , MBAMACFAST

Marketing mix

Products/services and your unique selling proposition

Pricing strategy Sales and distribution plan Advertising and promotions plan

RURAL MARKET IN RAJASTHAN In our country over 70% of the total population

live in villages. In Rajasthan here rural population varies form 80

to 90 per cent. While rural markets offer big attractions to the

marketers, it is not easy to enter the market and take a sizeable share of the market within a short period.

Due to low literacy, low income, seasonal demand and problems with regards to transportation, communication and distribution channel.

There is a need to understand the rural markets in terms of buyer behavior, attitudes, beliefs and aspirations of people

The toothpaste market

Oral hygiene continues to be under aggressive competition, with sales increasing each year marketing it a rs,3000 cr

The toothpaste market is largely a two player industry, Colgate Palmolive & HUL accounting for 85%

Media mix for toothpaste

Producers found out that customer buy for different reasons

They divide customers into four groups

Promotion of toothpaste in rajasthan

Going in for mass media would not prove to be costly but the reach would be limited as ,still only very few people own and possess a T.V

Advertising by door to door selling Decorated bullock carts and

caparisoned elephants carrying advertisementpanels

. Music records House to house campaigns

Distribution of toothpaste

Whole seller Retailer Vans, bicycle etc Weekly Haats Bazaars

Pricing of toothpaste

Affordability is, in determined by two factors-

1.Income of consumer 2.Price of the Product & Services

Low Price Points: sells the maximum number of its products

in sachet packs in rural areas. Peopsodent toothpaste is available for Rs.4

and also Colgate toothpaste is available for Rs. 6

People Power

Rural marketing efforts need special mindsets, which many of the urban-oriented management graduates who are at the helm of affairs at most organizations do not possess.

A separate marketing and sales vertical headed by people with passion and commitment to rural marketing

Supported by a field team that can face the rough and tough of the vast country-side with courage and conviction is a must.