Intensive Distribution The intensive is a form of distribution in which the manufacturer distributes his products through as many outlets

as possible. This type of is used for those products that are characterized by low involvement of the customer and where customers look for location convenience. we have selected this strategy because this most likely used in fmcg sector, our product is toothpaste, and toothpaste is commonly used product so its availability is much affects the consumers, so our product should be available at every nooks and corner of the country. as we are tapping up the rural market this would be more effective strategy than other. if our product will not be available then consumers will directly shift to competitor. rural consumer are not brand conscious they buy product which are more convenient to them in availability parameter. so making product available is most important in rural market. Products like chocolate, biscuits, shaving blades, soaps and detergents are distributed in this manner, so they are easily available to the customer at their nearest location. Manufacturer is constantly tempted to move from exclusive or selective distribution to more intensive distribution to increase the coverage and the sales. This strategy help long term but hurt long term performance.

Mode of transportation as we targeting rural market so to reach rural market the best transportation rout is the road ways, so we have selected the road ways as our transport mode. as rural roads are not so connected to each rural village we have mobile hawkers who will use the bicycle to reach ever village

place Wholesalers The Indian wholesaler is principally a Galla Kirana (food-grain) merchant who sustains the belief that business is speculative rather than distributive in character. 2. Retailers Village retailers have traditionally been among the most mobile of rural residents. CREDIBILITY: - - He enjoys the confidence of the villagers. . INFLUENCE LEADER: - - His role as influence leader is indisputable. BRAND PROMOTER: o In rural market retailers remains the deciding factor to sell particular brand. o Retailers helps in identification and selection of brands, there is less influence of shelf displays and point of purchase promotion. 3. Weekly Haats, Bazaars, Shandies The haats are the oldest outlets to purchase household goods and for tradeThese markets have different names in different regions. But they are strikingly similar in what they sell. It is reported that there are, in all, about 47,000 haats held through out the country Merits: 1. Convenience: The entire market can be related to large departmental stores in cities, where the advantage is a one-stop shopping exercise. 2. Attractive: The weekend shopping is not only convenient but also entertaining. 4. Vans Mobile vans long since, have an important place in distribution and promotion of the products in villages. It has on-going rural van program, which covers on an average 80 million rural

consumers per year. Vans are supplemented with bicycle vendors who go to villages not accessible by the vans.) 5.Melas and Fairs This is another low cost distribution channel available to the marketers. It is comparable with urban events like Wills Trophy, India International Trade Fair (IITF),Most of the fairs are associated with either a religious event or a festival. Among the most famous melas is the mighty Kumbh Mela at Allahabad (Triveni Sangam), Pushkar mela in Rajasthan, Kullu Dusshera mela in Himachala Pradesh, Sonepur mela in Bihar and Makar Vilakku in Kerala. According to the Indian Market Research Bureau (IMRB) around 8000 melas are held in rural India every year. 6.EDUCATIONAL FILMS Educational films were also shown in between movies in theatres, these are usually 10-40 seconders which were educational and used to feature either actors, local lenders, for a farmer just like the ones viewing the documentary, later on after the movie would end free samples were distributed to the audience

Toothpaste example why we have selected this product as toothpaste is a generic product and it is widely accepted by all the consumer be it is a reach or poor man every person uses toothpaste in his day to day life. it is a need of every common mans life. basically we are going to do our business in mostly in rural areas. so in rural areas consumer have already familiar with the toothpaste as a product, so we have to just enter the market and have to promote and make available our product to consumers. TOOTHPASTE INDUSTRY SCENARIO

Earlier in India oral hygeine was the domain of local homemade ayurvedic powders or natural herbs. The history of toothpaste in India can be traced back in year 1975.Now the awareness regarding oral hygeinein Indian society has increased with the different brands of toothpaste Opportunities for Toothpaste Industry In India In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However, rising per capita income and increasing awareness is driving demand of oral care products. Consumers have started switching to value-added toothpastes like gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching from toothpowders to toothpastes. INDUSTRY OVERVIEW Total market of 750 crores. Growth rate of 18.6% Per capita usage mere 85 gms per person. Major player Colgate Palmolive and Hindutan uniliver

GROWTH PROSPECTS Increased at a compound growth rate of 6.6% between 2004-09 Rising income level i.e increasing purchasing power of consumer Large domestic market with population over a billion Untapped rural market

Product MUSKAAN SOLID TEETH

Muskaan Dental Cream offers all-around cavity protection, even where a toothbrush cannot reach It repairs early cavity spots It's great mint taste freshens breath It protects against root caries It cleans & makes teeth whiter

MUSKAAN MAXFRESH GEL is infused with cooling crystals (in strips), which dissolve completely as you brush for a whole new dimension of freshness - freshness that you can see Muskaan Maxfresh Peppermint Ice has cooling crystals that dissolve in your mouth setting off an icy wave of minty coolness. Muskaan Maxfresh Icy Blast Mint has strips of cooling crystals which dissolve in your mouth and give an explosion of Icy freshness! Muskaan Maxfresh Citrus Blast has strips of cooling crystals that dissolve in your mouth to give a burst of freshness. MUSKAAN TOOTHPOWDER Muskaan toothpowder has the super rakshak formula enrich with calcium and mineral that makes your teeth upto 2 times stronger Musakaan toothpowder is the second toothpowder after colgate with two ingredience calcium and minerals for stronger healthier teeth. Price competition based pricing Setting the price of a product or service based on what the competition is charging. Competitive pricing is used more often by businesses selling similar products, since services can vary from business to business while the attributes of a product remain similar. This type of pricing strategy

is generally used once a price for a product or service has reached a level of equilibrium, which often occurs when a product has been on the market for a long time and there are many substitutes for the product. Businesses have three options when setting the price for a good. They can set it below the competition, at the competition or above the competition. Above the competition pricing requires the business to create an environment that warrants the premium, such as generous payment terms or extra features. A business may set the price below the market - and potentially take a loss - if it thinks that a customer is more likely to buy other products as well. pricing of product muskaan solid 15gm- 5 rs 50- 15 rs 100gm 37rs 200 gm- 72rs

muskaan maxifresh 150 gm- 78 80gm- 35rs 25gm- 12 rs muskaan powder 50gm- 17 rs 100gm- 33rs 20gm- 12 rs

Promotion It is often said that markets are made, not found. This is particularly true of the rural market of India. It is a market meant for the truly creative marketer. Promotion has become the biggest challenge, to rural marketers today. Rural marketers have to skillfully communicate with a much larger but scattered audience characterized by variations in language, culture and lifestyles.(companies have to adopt the principle of multi-national companies i.e., think global and act local wall painting hats and males puppet shows video on wheels