This document discusses product strategy considerations for rural markets in India. It recommends tailoring products to meet rural consumer needs through affordable pricing, convenient purchase options, and limited product lines. Branding should use simple names and visuals due to low literacy. Packaging should use familiar colors and sizes that suit basic needs. Demonstrations may be needed to explain technical agricultural products, and bundling can help sell durable goods through retailers.
This document discusses product strategy considerations for rural markets in India. It recommends tailoring products to meet rural consumer needs through affordable pricing, convenient purchase options, and limited product lines. Branding should use simple names and visuals due to low literacy. Packaging should use familiar colors and sizes that suit basic needs. Demonstrations may be needed to explain technical agricultural products, and bundling can help sell durable goods through retailers.
This document discusses product strategy considerations for rural markets in India. It recommends tailoring products to meet rural consumer needs through affordable pricing, convenient purchase options, and limited product lines. Branding should use simple names and visuals due to low literacy. Packaging should use familiar colors and sizes that suit basic needs. Demonstrations may be needed to explain technical agricultural products, and bundling can help sell durable goods through retailers.
• Quality Capacity Reliability Efficiency Economy Durability • Features • Design and style • Packaging • Branding Strategy guidelines • Should be focussed on tailoring goods to meet the needs of the rural consumers • Delivering value An affordable price A convenient purchase • Product line and product mix decisions One or two products, limited SKUs Versus Extensive product lines with limited SKUs • Product Life Cycle decisions Branding • Increased awareness and affordability • Low literacy levels Generic Brand Names Reliance on colours, numbers, visuals • Competition from regional as well as national brands Catering to a specific region Catering to specific districts • Fake brands and products Fake Products and Brands Brand Loyalty vs stickiness • Tendency to stick to one brand Lesser information processing Risk reduction First mover advantage works positively • However media exposure has led to variety seeking Loyalty is low in categories with little or no differentiation and brand building activities • Product customization (mainly regional brands) can help in such cases Packaging Strategies • Colour schema in line with the community beliefs • The size should be in line with the basic needs and requirements Small pack sizes: Affordability Easy display Individual use products Agricultural Products • Little differentiation • May be highly technical Emphasis on the points of differentiation • The importance of learning by doing and seeing is believing (live demonstrations) • Trialability may be important • Large dependence on retailers • Bundling in case of durables like tractors