Rural Marketing

Communication Presentation
Hiware Bazar
 Introduction
Mamaearth, registered under Honasa Consumer Pvt Ltd, is the first company in Asia that has been certified by Made Safe.

AFMCG

Deals in baby-care products, pregnancy care products both for prenatal and postnatal women, along with skin and hair care products
for men in India as well as across various countries.

Early 2018, Shilpa Shetty (actor and entrepreneur) joined Mamaearth as a brand ambassador and an investor which gave the company
the required boost to grow.

They have over 200 young moms on board who help in conceptualizing, trying, testing, and formulating the products.

Mamaearth is sticking to its roots in delivering toxin-free products for mothers and their babies

Sold over one million products to over 300,000 consumers across 150 cities

Gross revenues of Rs 25 crore in 2018/19. It plans to grow four times in 2019/20 to Rs. 100 crore.
 About the Village, District
Hiware Bazar is a village in the Ahmednagar District of Maharashtra, India. It is noted for its irrigation system and water conservation
program, with which it has fought the drought and drinking water problems.

Earnest use of egs funds to regenerate the village's land and water resources, by creating productive assets like water conservation
structures and forests

The area under crops increased, farmers have moved to cash crops and yields have risen, making agriculture more lucrative and
productive.

Over 50 families have an annual income over Rs 10 lakh. The per capita income of the village is twice the average of the top 10 per cent
in rural areas nationwide. In the past 15 years, average income has risen 20 times.

In 1994, the Maharashtra government brought Hiware Bazar under the Adarsh Gaon Yojana (agy). agy was based on five principles a ban
on liquor, cutting trees and free grazing; and family planning and contributing village labour for development work.

Gender ratio - 939 females per 1000 males

Literacy rate - 75.82%

 Target Customer
Aakash is a middle aged farmer who spends most of his time on field. He is father to a 8 year old girl and a 5 month
old baby boy. His wife spends most of her time back at home taking care of her kids. With the increasing number of
chemical products in the market, Aakash struggles to find organic products for his family.

Buyer Persona Key consumer insights

Low brand loyalty

Inclined towards chemical-free and toxin-free products

Environment friendly

Looking to improve their standard of living

Emulating urban lifestyle

Nadaan
Aakash Shreyani Sammi
Age - 5 months
Age - 8 years Age - 29 years
Profession - Farmer
Age - 35 years
Key Opinion Leader
Popatrao Pawar
55 year old man is the sarpanch of
Hiware Bazaar village in Ahmednagar
district in Maharashtra
The Man Who Single-handedly created a
village of 60 Millionaires
 Segmentation
Demographic Segmentation: Higher-income groups and
products suited for men, women, and children

Behavioral Segmentation: Decisions are mainly made by

women, and enhanced living standards drive purchases

Psychographic Segmentation: Increased enthusiasm in

higher-income groups to try better products
 Targeting
The target audience of the village is the upper-middle class
and upper-class people who are well off and looking to invest
in products that contribute towards an enhanced lifestyle and
sustainability.
 Positioning
Mamaearth has positioned itself as a brand
with ''goodness inside." The brand does not
compromise the health of the customers. Its
products are toxin and harmful chemical-
free.
What are the 4As of Rural Marketing?
The traditional 4Ps of the marketing mix need to be modified for the
rural market in the following manner

Product = Acceptability
Pricing = Affordability
Place = Availability
Promotion = Awareness

Their implementation for our brand will now be discussed in detail

 Acceptability Affordability
Small one-time use and weekly Low price on long use product
usage packs or sachets for market penetration

Vernacular labels with detailed Special discounts on kits and

instructions for usage bigger packages

Attractive and easy-to-use Free giveaway and demos for

bottles specially for rural face packs and face washes
 Availability Awareness
Contractual agreements with Product demonstration booths
the rural distributor at melas and haats

Women and youngsters act as Wall wraps near groceries, bus

dealers and brand promoters stops and main roads

Special arrangements at the Talks and seminars to educate

weekly haats people about skincare
 Conventional Media

Video-on-wheels

Print
Regional newspaper-Gyaandhaara
Full Page Newspaper ad: Rs. 1750 onwards
Half Page Newspaper ad: Rs. 800 onwards
Quarter Page Newspaper ad: Rs. 350 onwards
 Non-Conventional Media
Local guardianship of trees

Afforestation as part of CSR initiative

Local Tree painting contests organized as part of guerrilla marketing

Wall banner Demonstrations via kiosk

 Distribution Strategies

Mamaearth
Distributor Wholesaler Retailer
company

Main distribution Regional In nearby In local

center Warehouses big cities stores
 Distribution Strategies
Kiosk is set up in the village
Kiosks will have sample of product range
Demo regarding the products are given to cutomers
Customers are made aware about the products

Rural Kiosks
 Key Learnings
The project helped us identify the changing patterns of rural consumption, which are
increasingly catching up with urban consumption
It was one of kind case where the lines between rural and urban were thin in terms of income
bracket
Demand in rural markets has outstripped sales growth in urban markets over the last several
quarters
Rising income levels had led to a clear increase in non-food expenditure even in the rural
market
Companies are betting on consumers in rural India switching from unbranded, loose products
to branded ones
This gives them room to push their soaps, shampoos, biscuits, beverages and packaged staples
in India’s villages, albeit at lower price points
 Group 1

Aakash Bagaria Harshraj Chavan Harshvardhan Rao Samer KP Nandani Kabra Shreya Srivastava
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