abhishreshthaa
Abhijeet S
On the ground, e-choupal is proving to be a unique 3-D marketing channel for many products and services consumed by rural India.
The changes sweeping the marketing discipline in the backdrop of the increasing consumer-centricity of today’s world are well known. For example, while superior products and distinctive functional benefits form the necessary starting point for success in the marketplace, the experiential dimension is becoming a critical differentiator.
Process benefits – which make transactions between buyer and seller easier, quicker, less expensive and more pleasant – support this dimension. A third dimension, personalization, now successfully employed by a few marketing companies, will be the only sustainable differentiator in tomorrow’s world.
Relationship benefits – which reward the willingness of consumers to identify themselves and to reveal their purchasing behaviour - lay the foundation for this dimension.
The organic blending of relevant knowledge (for example, application) and customized information (local weather), with farmer’s purchase transactions, is creating a unique value for him, especially in farm inputs.
The ‘Sanchalaks’ connected to the market, leading farm input companies and experienced agricultural scientists through the e-choupal infrastructure, are able to deliver this benefit to the farmer by leveraging the power of collaborative networks, previously unthinkable in rural India.
The changes sweeping the marketing discipline in the backdrop of the increasing consumer-centricity of today’s world are well known. For example, while superior products and distinctive functional benefits form the necessary starting point for success in the marketplace, the experiential dimension is becoming a critical differentiator.
Process benefits – which make transactions between buyer and seller easier, quicker, less expensive and more pleasant – support this dimension. A third dimension, personalization, now successfully employed by a few marketing companies, will be the only sustainable differentiator in tomorrow’s world.
Relationship benefits – which reward the willingness of consumers to identify themselves and to reveal their purchasing behaviour - lay the foundation for this dimension.
The organic blending of relevant knowledge (for example, application) and customized information (local weather), with farmer’s purchase transactions, is creating a unique value for him, especially in farm inputs.
The ‘Sanchalaks’ connected to the market, leading farm input companies and experienced agricultural scientists through the e-choupal infrastructure, are able to deliver this benefit to the farmer by leveraging the power of collaborative networks, previously unthinkable in rural India.