Description
Describes about rural marketing initiatives taken up by Castrol India. It explains marketing in following topics 4A’s & Marketing Mix, Customer Buying Behavior, Project Attack.
Rural Marketing by Castrol India Ltd
Click to edit Master subtitle style
1/18/13
Content of Presentation
1/18/13
Overview
E A largely fragmented market with small and big players. However,
Market share is enjoyed by only a few big players
E Engine oil in rural India are used in 2-wheelers, heavy
vehicles(trucks and tractors), light commercial vehicles (tempos and passenger vehicles), and farming equipments (water pumps)
E Market Share
?
Castrol: 25%, Servo: 20%
E Volume growth is stagnating due to longer lasting lubricants E Challenges to the growth of the segment are
? ?
Low literacy/Unawareness Low distribution network 1/18/13
4 A’s
1/18/13
Marketing Mix 4P’s
1/18/13
Factors affecting buying behavior..
1/18/13
Factors affecting buying behavior..
E Expand distribution network
? ? ? ?
Retail outlets/stalls in villages Establish vehicle service centers in villages Trade launches Delivering the product at the door step
E Strengthening the relationships with the mechanics, a strong
influencer
? ? ?
Mechanic and retailer meets Discount offers Highest sale contests and rewards Loyalty programs Discount offers Schemes-freebies Direct interaction with Consumers
E Reward based programs for customers
? ? ? ?
1/18/13
Project Attack
? Marketing Initiative Tractor engine oil CRB Plus in rural areas with
population 20,000-1,00,000 ? Awarded the best Innovative Marketing Initiative for Rural Marketing 2008 ? Brief Objective:
? ? ? ?
To demonstrate the benefits of CRB plus with heat proof formula To show how the engine oil lubricates even at 300deg C protecting the engine Re-establish CRB plus in strong competition market Trigger consumer conversion from competitors to CRB Plus Farmers and Mechanics Age group 20-45 years Owner of 1-2 tractors Decision maker Can be influenced and seek value for money
? Target Audience:
? ? ? ? ?
1/18/13
Project Attack
? Concept: Taking the customer experience the
Inside of the engine of a tractor by making him visually see
?
The working of the oil inside the engine through a larger than life mechanism so as to demonstrate the benefits of CRB plus to the TG Do a comparison between an ordinary oil and CRB plus at a higher temperature of 300 degree to show the difference
?
1/18/13
Project Attack
Reaching customer through a movie Jai Kissan with a tone of communication that would appeal to the emotions of the lapsed CRB plus user like a long lost friend.
•
The movie encouraged TG to embrace a friend in the form of CRB plus who has always protected his tractor
•
1/18/13
How rural marketing made a difference to Castrol
? Top of Mind Awareness of CRB plus
?
Increased by 12.1% viz-a-viz last quarter. plus by 3.1% in comparison to last quarter.
? Preference share increased of CRB
?
? Brand proposition recall and intention to purchase ? 79% recall the brand proposition correctly. (post campaign feedback) ? 65% CRB non users explicitly expressed their willingness to shift to CRB Plus ? Percentage growth in D1, D2, D3 market
? ? ?
Dl=High potential, low CRB share D2=High potential, strong CRB hold D3=0EM market with M&M tractors
17% 8% 7%
D1
D2
D3
1/18/13
Thank You
1/18/13
doc_139808360.pptx
Describes about rural marketing initiatives taken up by Castrol India. It explains marketing in following topics 4A’s & Marketing Mix, Customer Buying Behavior, Project Attack.
Rural Marketing by Castrol India Ltd
Click to edit Master subtitle style
1/18/13
Content of Presentation
1/18/13
Overview
E A largely fragmented market with small and big players. However,
Market share is enjoyed by only a few big players
E Engine oil in rural India are used in 2-wheelers, heavy
vehicles(trucks and tractors), light commercial vehicles (tempos and passenger vehicles), and farming equipments (water pumps)
E Market Share
?
Castrol: 25%, Servo: 20%
E Volume growth is stagnating due to longer lasting lubricants E Challenges to the growth of the segment are
? ?
Low literacy/Unawareness Low distribution network 1/18/13
4 A’s
1/18/13
Marketing Mix 4P’s
1/18/13
Factors affecting buying behavior..
1/18/13
Factors affecting buying behavior..
E Expand distribution network
? ? ? ?
Retail outlets/stalls in villages Establish vehicle service centers in villages Trade launches Delivering the product at the door step
E Strengthening the relationships with the mechanics, a strong
influencer
? ? ?
Mechanic and retailer meets Discount offers Highest sale contests and rewards Loyalty programs Discount offers Schemes-freebies Direct interaction with Consumers
E Reward based programs for customers
? ? ? ?
1/18/13
Project Attack
? Marketing Initiative Tractor engine oil CRB Plus in rural areas with
population 20,000-1,00,000 ? Awarded the best Innovative Marketing Initiative for Rural Marketing 2008 ? Brief Objective:
? ? ? ?
To demonstrate the benefits of CRB plus with heat proof formula To show how the engine oil lubricates even at 300deg C protecting the engine Re-establish CRB plus in strong competition market Trigger consumer conversion from competitors to CRB Plus Farmers and Mechanics Age group 20-45 years Owner of 1-2 tractors Decision maker Can be influenced and seek value for money
? Target Audience:
? ? ? ? ?
1/18/13
Project Attack
? Concept: Taking the customer experience the
Inside of the engine of a tractor by making him visually see
?
The working of the oil inside the engine through a larger than life mechanism so as to demonstrate the benefits of CRB plus to the TG Do a comparison between an ordinary oil and CRB plus at a higher temperature of 300 degree to show the difference
?
1/18/13
Project Attack
Reaching customer through a movie Jai Kissan with a tone of communication that would appeal to the emotions of the lapsed CRB plus user like a long lost friend.
•
The movie encouraged TG to embrace a friend in the form of CRB plus who has always protected his tractor
•
1/18/13
How rural marketing made a difference to Castrol
? Top of Mind Awareness of CRB plus
?
Increased by 12.1% viz-a-viz last quarter. plus by 3.1% in comparison to last quarter.
? Preference share increased of CRB
?
? Brand proposition recall and intention to purchase ? 79% recall the brand proposition correctly. (post campaign feedback) ? 65% CRB non users explicitly expressed their willingness to shift to CRB Plus ? Percentage growth in D1, D2, D3 market
? ? ?
Dl=High potential, low CRB share D2=High potential, strong CRB hold D3=0EM market with M&M tractors
17% 8% 7%
D1
D2
D3
1/18/13
Thank You
1/18/13
doc_139808360.pptx