To develop a segmentation plan, target market, and possible positioning for Tata BP Solar's products -

Tejas, Arunoday, and Arogya - targeting rural markets in Uttar Pradesh, Bihar, and Jharkhand for the
year 2023-24, let's break down each component:

a. Segmentation Plan:

1. Geographic Segmentation:

 Region: Uttar Pradesh, Bihar, and Jharkhand (specifically focusing on rural areas).

 Climate: Considering solar energy is location-dependent, areas with adequate

sunlight and potential for solar installations will be targeted.

2. Demographic Segmentation:

 Income Level: Targeting rural households with varying income levels to offer
appropriate solar solutions based on affordability.

 Occupation: Tailoring solutions for farmers, small business owners, and households.

3. Behavioral Segmentation:

 Usage Patterns: Differentiating between heavy energy users and moderate energy
users to offer suitable solar solutions based on their consumption patterns.

 Purchase Behavior: Targeting early adopters of sustainable technologies who are

willing to invest in solar solutions.

b. Target Market:

The primary target market for Tata BP Solar's products (Tejas, Arunoday, and Arogya) in rural areas of
Uttar Pradesh, Bihar, and Jharkhand for 2023-24 is as follows:

1. Households and Small Businesses:

 Rural households and small businesses that are looking to transition to renewable
energy sources for cost savings, reliability, and environmental sustainability.

2. Agricultural Sector:

 Farmers and agricultural cooperatives seeking to adopt solar solutions for irrigation,
lighting, and other agricultural processes.

3. Healthcare Facilities:

 Rural healthcare centers, clinics, and hospitals aiming to improve energy efficiency
and power critical medical equipment using solar energy (specifically targeting
Arogya).

c. Possible Positioning:

1. Tejas:

 Positioning: "Tejas - Illuminating Lives, Empowering Futures."

 Key Positioning Themes:

  Energy Independence: Position as a solution for energy self-sufficiency,
reducing dependency on the grid.

 Economic Benefit: Emphasize cost savings on energy bills, creating a positive

impact on household finances.

 Reliability: Highlight uninterrupted power supply, especially in areas with

inconsistent grid electricity.

2. Arunoday:

 Positioning: "Arunoday - Powering Agriculture, Nurturing Growth."

 Key Positioning Themes:

 Agricultural Prosperity: Position as a means to enhance agricultural

productivity through efficient solar-powered irrigation and equipment.

 Sustainability: Emphasize eco-friendliness and reduced carbon footprint in

agricultural practices.

 Affordability: Highlight the long-term cost-effectiveness of solar solutions for

farmers.

3. Arogya:

 Positioning: "Arogya - Solar Solutions for a Healthier Tomorrow."

 Key Positioning Themes:

 Healthcare Efficiency: Position as a solution to ensure reliable and efficient

power for healthcare operations and critical medical devices.

 Community Health: Highlight the positive impact on rural healthcare and

the overall well-being of the community.

 Social Responsibility: Emphasize Tata BP Solar's commitment to the health

and welfare of rural communities.

To assist in relaunching Jalshodhak by DCM Shriram in Karnataka and Telangana, we need to create a
comprehensive marketing research plan and outline the appropriate research tools for effective
market analysis and planning.

a. Marketing Research Plan:

1. Objective of the Research:

 Understand the market demand and consumer preferences for water purification
products in Karnataka and Telangana.

 Evaluate the awareness and perception of Jalshodhak in these states.

 Identify key competitors and their market positioning.

  Determine the optimal marketing strategies for a successful relaunch.

2. Target Audience:

 Households, particularly those with families or individuals responsible for purchasing

water purification products.

 Retailers and distributors of water purification products.

 Key stakeholders in the water purification industry.

3. Research Methodology:

 Focus Groups and In-depth Interviews: Conduct discussions and interviews with a
select group of consumers to gather qualitative insights on perceptions,
expectations, and potential improvements related to Jalshodhak.

 PRA

 Competitor Analysis: Analyze competitors' marketing strategies, product offerings,

pricing strategies, and customer reviews to position Jalshodhak effectively.

4. Data Collection:

 Primary Data: Conduct surveys, focus groups, and interviews.

 Secondary Data: Utilize existing data, reports, and studies related to the water
purification industry, consumer behavior, and competitors in the region.

5. Sampling Approach:

 Random sampling for surveys to ensure a representative sample of the target

audience.

 Purposive sampling for focus groups and interviews to capture diverse opinions and
perspectives.

6. Data Analysis:

 Quantitative data will be analyzed using statistical tools like SPSS to derive insights
on market preferences, awareness levels, and buying behavior.

 Qualitative data will be analyzed thematically to identify recurring patterns,

attitudes, and opinions.

7. Report and Recommendations:

 Prepare a comprehensive report summarizing the research findings, key insights, and
recommendations for the relaunch strategy.

b. Research Tools:

1. Interview Guides:

 Semi-structured interview guides for in-depth interviews and focus groups to delve
into consumer attitudes, perceptions, and expectations regarding Jalshodhak.

2. Competitor Analysis Framework:

  A framework to systematically analyze competitors, their product offerings, pricing
strategies, distribution channels, and consumer reviews.

3. Focus Group Facilities:

 Facilities for conducting focus group discussions, equipped with recording devices
and observation capabilities.

4. Secondary Data Sources:

 Industry reports, academic publications, government statistics, and competitor

websites to gather secondary data

Reference Dabur, draw policy lessons for rural marketing promotion

 Marketing in rural is cheap unlike popular belief

 Since sources of entertainment and media is limited, direct contact with people is a must
 Copying urban ads in rural wont help.
 Touch hearts and minds of rural people.
 Visual presentations and activities with high engagement
 Find ways to increase word of mouth

1. Value-Based Pricing:

 Description: Setting prices based on the perceived value of the product or service to the
customer. It reflects what customers are willing to pay.

 Case Example: Hindustan Unilever Limited (HUL) uses value-based pricing for its products
like Lifebuoy soap. By emphasizing its health benefits, HUL positions Lifebuoy as a higher
value product compared to local or unbranded soaps.

2. Penetration Pricing:

 Description: Setting a relatively low initial price to gain quick market share and penetration,
especially useful for new products in rural markets.

 Case Example: When Mahindra launched the Scorpio Micro Hybrid SUV in rural India, they
initially offered it at a lower price to attract buyers in these markets, aiming for rapid
adoption and market penetration.

3. Bundling Pricing:

 Description: Offering a bundle of products or services at a lower overall price than if each
item were purchased separately, which can be attractive to budget-conscious rural
consumers.
  Case Example: Telecom companies often bundle talk time, SMS, and data packages at
discounted rates. For instance, Jio's bundled plans offering voice, data, and messaging
services at attractive rates.,

4. Discount Pricing:

 Description: Offering products at a reduced price to stimulate sales, clear inventory, or

attract price-sensitive rural consumers.

 Case Example: During festive seasons, retailers like Big Bazaar often offer significant
discounts on various products, attracting consumers from rural areas who are keen on
making purchases during these occasions.

5. Psychological Pricing:

 Description: Using price points that appeal to consumers' psychology, like setting prices just
below a round number (e.g., Rs. 99 instead of Rs. 100).

 Case Example: Rural retail stores often use psychological pricing for products like grains,
setting prices at Rs. 499 per kg instead of Rs. 500 per kg, creating a perception of a lower cost

Rural Consumer Personality Sketch: AIO

Consumer Persona: Ramesh, the Rural Dreamer

1. Demographics:

 Age: 30-45 years

 Gender: Male

 Income Level: Lower to middle-class, agricultural income

 Occupation: Farmer or small business owner in a rural area

2. Psychographics:

 Lifestyle: Rural, simple living, close-knit community, values traditional practices

 Interests: Agriculture, family, reliable and durable products

 Values: Family, hard work, tradition, reliability

3. Behavioral Traits:

 Buying Motivation: Seeks affordable and durable solutions that cater to daily needs
and improve quality of life for the family.

 Buying Concerns: Affordability, durability, low maintenance costs, suitability for rural
terrain and needs.

4. Challenges:

 Limited budget for major purchases like a car

  Limited exposure to modern technology and products

5. Media Consumption:

 Relies on local newspapers, community gatherings, and word-of-mouth for

information.

 Increasingly exploring information on the internet via smartphones, especially from

trusted sources.

b. Rural Positioning Plan:

Positioning Statement: "Meri Maruti Mera Sapna: A Trustworthy Companion in Your Rural Journey"

Positioning Strategy:

1. Enhanced Livelihood and Prosperity:

 Position Maruti as a brand that supports rural livelihoods and prosperity by offering
vehicles that aid in transportation of goods, farm produce, and family, thereby
contributing to economic growth.

 Showcase testimonials of rural Maruti car owners who have seen improved
livelihoods and prosperity through enhanced mobility.

2. Affordable Durability and Low Maintenance:

 Emphasize Maruti's affordability and low maintenance costs, making it a perfect

choice for rural consumers with budget constraints.

 Showcase the durability of Maruti cars even in rugged rural terrains and highlight
their ability to endure harsh conditions.

3. Farm-to-Home Connectivity:

 Position Maruti as a brand that facilitates easy access to markets for farmers and
small business owners, enabling better connectivity between rural and urban areas.

 Showcase how Maruti cars can transport produce, goods, and products to markets
efficiently and reliably.

4. Community-Centric Support:

 Position Maruti as a brand that understands rural needs, provides community-centric

support, and has a strong service network in rural areas.

 Highlight Maruti's commitment to the rural community by organizing awareness

programs, skill development workshops, and service camps.

5. Empowerment through Ownership:

 Position Maruti as a symbol of empowerment and progress in rural areas, allowing

consumers like Ramesh to achieve their dreams and goals.

 Showcase stories of rural entrepreneurs and individuals whose lives have been
transformed through the ownership of a Maruti car
explain the business model, alliances and limitation in the model: a. Tata Kisan Sansar b. Hariyali
Kisan Bazar c. Future Aadhar

ChatGPT

2/2

As of my last knowledge update in September 2021, I'll provide an overview of the business model,
alliances, and limitations for the mentioned initiatives: Tata Kisan Sansar, Hariyali Kisan Bazar, and
Future Aadhar.

a. Tata Kisan Sansar:

Business Model: Output buyback, out put warehousing and output finances, medical facility, sold
household goods.

Benefits to farmers: market linkage increased

includes offering agricultural inputs (seeds, fertilizers, pesticides), tools and machinery, crop advisory
services, market linkages, and training programs.

Alliances: Tata Kisan Sansar likely forms alliances with:

 Agricultural Input Providers: Partnering with seed, fertilizer, and pesticide companies to
provide a wide range of quality inputs to farmers.

 Agricultural Machinery Manufacturers: Collaborating with companies producing farming

machinery and equipment to offer modern tools to farmers.

 Agricultural Experts and Agri-Tech Companies: Partnering with experts and agri-tech
companies to provide advisory services and technological solutions to farmers.

Limitations:

 Access and Reach: Reaching remote and distant rural areas can be a challenge, limiting the
outreach of Tata Kisan Sansar to farmers in such regions.

 Technological Adoption: Ensuring that farmers, especially in rural areas, can effectively use
and benefit from technological solutions might be a hurdle due to limited tech-savviness and
access to resources.

 Competitive Market: Facing competition from traditional agri-retailers and other agri-tech
platforms, Tata Kisan Sansar needs to strategize to maintain a competitive edge.

b. Hariyali Kisan Bazar:

Business Model: Hariyali Kisan Bazar, an initiative by DCM Shriram, focuses on providing farmers
with a wide range of agricultural products and services. The business model revolves around creating
a retail platform for farmers, offering them agricultural inputs, products, and knowledge necessary
for enhanced agricultural practices. It integrates services like soil testing, farm advisory, veterinary
care, and more.

Alliances:

 Agricultural Product Manufacturers: Partnering with manufacturers of agricultural products

to ensure a diverse range of quality products for farmers.

 Government Agricultural Departments: Collaborating with government agricultural

departments to access subsidies, grants, and knowledge to assist farmers effectively.

 NGOs and Community Organizations: Partnering with NGOs and community organizations
to reach out to a wider farmer base and provide educational and support services.

Limitations:

 Sustainability: Ensuring the sustainability and viability of the retail model, especially in rural
areas where purchasing power may be limited, is a challenge.

 Education and Awareness: Educating farmers about the benefits and usage of modern
agricultural products and practices is crucial but can be challenging in rural areas with limited
awareness and education.

 Logistics and Supply Chain: Establishing an efficient and reliable supply chain to reach rural
areas on time with quality products can be a limitation due to infrastructural challenges.

c. Future Aadhar

Sketch the elements of Octopus Marketing for Mahindra Tractors, which is redrawing its plans to
consolidate its leadership position in the states of Madhya Pradesh, Maharashtra and Gujarat.

 Optional product pricing

 Financing
 Service
 Exchange scheme
 Door step service
 Kisan mitra (expert)
 Insurance
 Customised products and services
 Product Sharing (rent)
 Farm Equipment
 Tech master
Reference rural brand activation campaign (Jatra) of Dabur, illustrate the constructs – customer
connect and consumer engagement

 On ground activation and contest

 Mobile van on road – 25000 cx
 Reach of more than 30 lakh through print
 20 hoardings
 60 days
 Strong teeth contest
 More than 600 games organised
 Jatra sponsorship
 Standees, billboard
 80 shows
 Bus banners
 Brand integration
 Brand mention in jatra
 Brand integration in shows


Reference the ethnographic study "Amrit Katha." Attempt the following:

a. Profile the segment (demographic, sociographic, psychographic and mediagraphic)

b. Assuming the company opts of Lifestyle Marketing, inventory AIOD (Activities, Interests and
Opinions - Demographics)

c. Define (sketch) Mr. Amrit. Delineate Core Values of Mr. Amrit

d. Identify how the core values of Mr. Amit should be transferred to the marketing propos

a) Demorgraphics: Male, mid 30s, Newly married, no kids, lives with parents, west parents, mid
income, diploma course in computer, changed 6 jobs

Sociographic- Unemployed friends, he earned well comparatively, good employee, lived with his
friends in the city, liked hanging out and watching movies “masti”,

Psychographic- Football, simple living, family oriented, religious, rooted in traditions, palmistry , care
for elders , aspirational , helpful

Mediagraphic- songs on radio, community tv watching,

b) Activities: Job, played cards, masti with friends, palmistry, worshipped every day , travel from city
to town and back

Interest- Football, palmistry,

Opinion- English school is a business, money is the most important, astrology, Religion imp,

c) Core values- growth minded, futuristic, family oriented, religious,

d) Family products, bundle pricing, insurance , simple clothes, vehicle for travel, Palmistry books,
furniture on rent, credit card, easy loan , consumer durables, home loan,

EXAM
Product: Godrej Chotukool - A Cooling Solution for Mass Markets

Product Strategy:

"Godrej Chotukool" was an innovative cooling solution designed by Godrej & Boyce to address the
needs of mass markets, especially in rural and semi-urban areas where conventional refrigerators
were impractical due to high energy consumption and affordability constraints. The product strategy
involved several key elements:

1. Affordability:

 Chotukool was positioned as an affordable cooling solution, priced significantly lower

than conventional refrigerators, making it accessible to a wider segment of the
population, particularly those in rural and low-income areas.

2. Portability and Compact Design:

 Chotukool's compact design and portability addressed the need for a lightweight and
easily movable cooling solution, suitable for small families, street vendors, and
outdoor events.

3. Energy Efficiency:

 The product was designed to be energy-efficient, operating on a low voltage, making

it compatible with the irregular power supply common in rural areas, and minimizing
energy costs.

4. Partnerships and Distribution:

 Godrej partnered with various NGOs and microfinance institutions to distribute

Chotukool, creating innovative distribution models to reach the target market
effectively. Local entrepreneurs were involved as sales agents to strengthen
distribution.

5. Consumer Education:

 An essential aspect of the product strategy was educating consumers about the
benefits and usage of Chotukool, especially in areas where traditional cooling
methods were prevalent. Awareness campaigns were conducted to familiarize users
with the product's advantages.

Antecedents of Launching the Project:

1. Market Research:
  Godrej recognized the gap in the market for affordable, energy-efficient cooling
solutions, especially in rural and semi-urban areas. Extensive market research helped
identify the specific needs and preferences of the target audience.

2. Technological Innovation:

 Advances in cooling technologies and materials enabled the development of

Chotukool, making it possible to design a compact, low-cost, and energy-efficient
cooling solution.

3. Socioeconomic Factors:

 Understanding the socioeconomic factors prevalent in rural areas, including limited

purchasing power and irregular power supply, was crucial in conceptualizing a
cooling solution that would address these challenges effectively.

Integrated Rural Promotional Campaign: "Cool Comfort, Anywhere, Anytime - Chotukool!"

1. Message:

 Tagline: "Cool Comfort, Anywhere, Anytime - Chotukool!"

 Key Message: "Experience affordable and portable cooling with Godrej Chotukool. Keep your
food fresh and drinks cool, even in the scorching heat. Simplify your life with Chotukool's
convenience and efficiency."

2. Media Strategy:

**a. Television and Radio:

 Objective: Reach a wide rural audience and create visual/audio impact.

 Content:

 Engaging TV and radio commercials demonstrating Chotukool's portability, ease of

use, and cost-effectiveness.

 Real-life testimonials from rural users sharing their positive experiences.

 Airing Schedule: Primetime slots and during popular rural TV shows. Radio ads during peak
listening hours.

**b. Print Media (Local Newspapers and Magazines):

 Objective: Reach literate rural consumers and those who prefer print media.

 Content:

 Full-page advertisements highlighting Chotukool's features, affordability, and

benefits.

 Success stories and case studies from rural users.

 Placement: Local newspapers and magazines with a significant rural readership.

**c. Outdoor Advertising (Hoardings, Posters, Wall Paintings):

 Objective: Increase product visibility and create brand recall in rural areas.

 Content:

 Vibrant visuals showcasing Chotukool's compact design and affordability.

 Location-specific information (nearest dealers, contact details).

 Placement: High-visibility areas like marketplaces, bus stands, and community centers.

**d. Village Fairs and Melas:

 Objective: Direct engagement with the rural community during local events.

 Content:

 Set up interactive Chotukool stalls for product demonstrations.

 Educate attendees about the benefits of Chotukool through live demonstrations and
Q&A sessions.

 Partnerships: Collaborate with event organizers to secure a prominent booth location.

**e. Mobile Vans:

 Objective: Reach remote and less accessible rural areas.

 Content:

 Branded vans showcasing Chotukool's features through videos and product displays.

 Distribute informative brochures and offer on-the-spot demonstrations.

 Route Planning: Design a route covering multiple villages, especially those with limited
access to other media.

**f. Digital Outreach through Mobile Apps:

 Objective: Reach tech-savvy rural individuals via smartphones.

 Content:

 Engage with the audience through social media platforms, sharing success stories
and product videos.

 Leverage popular messaging apps for product awareness campaigns.

 Engagement Strategy: Run contests, quizzes, and surveys to incentivize participation.

**g. Local Community Engagements:

 Objective: Leverage community gatherings to promote Chotukool.

 Content:

 Conduct awareness sessions during community meetings, showcasing Chotukool's

advantages.
  Involve local influencers or community leaders for endorsements.

 Collaboration: Partner with local NGOs for community engagement opportunities.

Additional Notes:

 Local Language: Ensure all communication is in the local language to enhance understanding
and connect with the rural audience effectively.

 Consistency: Maintain a consistent visual identity and message across all media for better
brand recall.

 Feedback Mechanism: Establish a system to gather feedback from the rural audience and
adapt the campaign accordingly

Rural Research Plan for Godrej Chotukool:

1. Objectives:

 Understand Market Perception: Assess how rural consumers perceive Chotukool and their
awareness of its features and benefits.

 Identify User Experience: Collect feedback from current Chotukool users to understand their
experiences and satisfaction levels.

 Determine Market Demand: Gauge the demand for Chotukool in different rural regions and
identify potential growth areas.

 Evaluate Competition: Understand the competitors in the rural market and their strengths
and weaknesses.

2. Sampling Unit:

 Individual Consumers: Rural households and individuals who are potential or existing
consumers of cooling solutions.

3. Sampling Technique:

 Stratified Random Sampling:

 Reasoning: Segment the rural market based on geographical, economic, and social
parameters, ensuring representation from various strata.

 Process: Randomly select samples from each stratum proportionate to its

contribution to the rural population.

4. Research Methods:

 Surveys:

 Household Surveys: Conduct structured interviews to gather data on household

demographics, cooling needs, and awareness of Chotukool.
  User Experience Surveys: Obtain feedback from Chotukool users regarding product
satisfaction, usage patterns, and improvements.

 Focus Group Discussions (FGDs):

 Reasoning: Facilitate in-depth discussions to uncover attitudes, perceptions, and

motivations related to Chotukool.

 Composition: Form FGDs based on age, gender, and socioeconomic backgrounds to

capture diverse perspectives.

5. Data Collection Instruments:

 Questionnaires: Tailor questionnaires for both household surveys and user experience
surveys, including close-ended and open-ended questions.

 Interview Guides: Develop guides for structured interviews to maintain consistency and
ensure all relevant aspects are covered.

6. Data Analysis:

 Quantitative Analysis: Use statistical tools to analyze survey data, providing insights into
market preferences, awareness, and satisfaction levels.

 Qualitative Analysis: Employ content analysis techniques to derive themes and patterns
from focus group discussions and open-ended survey responses.

7. Fieldwork Execution:

 Local Field Teams:

 Engage and train local field teams familiar with the rural culture and language for
effective data collection.

 Community Centers and Local Events:

 Leverage community centers and local events to engage with the rural population
and gather data.

8. Considerations Specific to Rural Market:

 Language and Cultural Sensitivity:

 Ensure all communication and research materials are in the local language,
respecting cultural nuances and sensitivities.

 Accessible Locations:

 Conduct research in easily accessible locations and choose venues that are familiar
and comfortable to the rural population.

 Building Trust:

 Collaborate with local authorities, community leaders, or NGOs to gain trust and
cooperation from the rural community.