Professional Documents
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AN OVERVIEW
The expansion of India's telecom industry has led
to an "all-inclusive growth" of the Indian economy in terms of GDP In the 2006/07 the country saw the growth rate hit 9.6 percent-Majorly due to telecom sector. The demand for telecommunication services are surging across rural India, as middle class and upper classes are growing in most villages
630,000 villages across 3.2 million square miles. A massive economy over 50% of Indias total GDP. There are almost same number of middle to high income households in rural areas (21.16 mn) as urban India (23.22 mn). A booming economy with the consumer durables market, for example, growing at 25% per year (vs 10% nationally). A parallel economy with the same needs as developed markets but a reduced ability to pay.
-Due to lack of access to technology Rural market lies in the bottom of the Pyramid. The 4 As work for them Availability Affordability Acceptability Awareness
COMMUNICATION HELPS
Lack of transportation
-Coordinated rural transportation based on mobile information delivery, will increase convenience and allow users to find reliable, regular and affordable transportation on-demand. Difficulties in managing commercial transactions -Micro-commerce ventures like mobile ordering, payments and delivery requests can all help isolated small-scale entrepreneurs in remote locations. Lack of healthcare services -Telecom and broadband intervention will allow doctors, nurses and midwives to stay in closer contact with patients. Ignorance of governance policies -Rural governance services giving access to citizen data will allow the rural population to be more informed about national level developments and
IDEA
The most favorable service provider in one of the
2 villages Has good network in the village Availability is high but the distribution is not well channelized Branding is seen in and around the village- not extensive The amount that people spend is Rs 10/- to Rs.150/-
AIRTEL
Is favored in one village and not in the rest
existence of a tower Availability is high, but distribution is poor Very poor branding around the villages The spending of the people remain the same irrespective of the network
VODAFONE
Not favored by the villagers
of poor network Availability is not as high as that of Idea and Airtel. This is because of low demand Huge amount of branding is done all around the villages and district
discomfort with usage Network: Only Idea and Airtel have good network Nominal women users Few purchase location: only 2 outlets in one bazaar No initiative taken by the company Inadequate branding (except for Vodafone)
DISTRIBUTION
Well channelized distribution
- Direct distribution to the rural market Trade discount and trade promotions - Incentives to the shopkeepers for branding and
meeting sales target - prizes Tie-up with a mobile company for low cost phones to be distributed
PROMOTIONS
Womens initiative - Educate them in the village to encourage sales - Special schemes , e.g. speak to the ancestral -
home free of cost Interaction with women on Mondays Festival branding The service provider can brand the pandals Built kiosks Cultural fairs, dramas and respected community elders Fairs and weddings
PROMOTIONAL STRATEGIES
Communicating and changing quality perception
BRANDING
Umbrellas
Rooftops
Run down buildings Interior branding - Inside stores Initiatives in college and high schools Communication
- Focus on network
- e.g. Vodafone
- Create awareness about the tower More shops needs to have the products
CSR ACTIVITIES
Workshops to educate the children in the villages
- The best performer gets a mobile phone with sim
card Sponsor cricket tournaments - The target audience is the youth Medical check ups twice in a year - This will help the villagers to connect with the brand
THANK YOU
Submitted by: Penaaz Shaikh (70) Chaitra Desai (117) Charu Gupta (145) Aniruddha Bhagwat (148)