Description
Presentation on the insights of rural customers.It talks about the awareness of brands in rural areas and steps needed to increase the awareness.
Some rural consumer insights:
1. There is a growing technological awareness. The consumer today appreciates reduced effort, increased comfort, aspires for enhanced productivity, and an enhanced quality of life. 2. There is increased media exposure, with rural access to global market developments and entertainment. 3. Increased urban connectivity is another factor. There is more access to urban markets thanks to enhanced infrastructure. This Click to rural migration. The new contributesto edit Master subtitle style means or personal communication like mobile and the net penetration also contribute to the consumer’s mindset. 4. The aspirations of the rural youth are high. They want the best.
1/20/13
Marketing to the rural consumer:
1. All brands are promising enhanced prosperity, productivity, and quality of life. 2. There is increasing product availability across the board. 3. There is increased product affordability too, with multiple SKUs with 1/20/13
M&M Project Bhoomi
Facilitate farmers to return to profession with the promise of prosperity. •Soil Testing laboratories, affiliated to tractor dealership. •4840 households across 115villages were covered. •Footfalls increased by 4-5% at dealership.
•
Click to edit Master subtitle style
1/20/13
Mahindra Shublabh (MSSL)
•
Mahindra agribusiness was started in year 2000. MSSL engages with farmers in production of export quality grapes, apples, pomegranates etc. Company has acquired land in pune to set up for R&D facilities for seeds. MSSL is highly successful as India is a agri- based country.
•
•
•
1/20/13
Mahindra- Samriddhi
•
Aims at increasing agricultural productivity 30 Mahindra dealership transformed into Samriddhi centres. Company has set up Mahindra Kisan Mitra(MKM). In Aug 2009, AP Chief Minister Dr. Y .S Reddy handed over a laptop along with tractor as a part of this 1/20/13 initiative.
•
•
•
Mahindra Finance-HPCL tie up
•
Tie up will give Mahindra finance access to wide distribution network of HPCL Rural reach to increase from existing 277 branches to 650 branches. Mahindra finance today covers almost 80% of districts in India.
1/20/13
•
•
Mahindra Vishwas
•
Initiative launched in the year 2001, to bring prosperity into lives of small & marginal farmers. Providing them with refurbished tractors of benchmark quality Also helps in exchanging old tractors for new ones and providing the best possible price. Successfully organised the used 1/20/13 tractor business by assuring a good
•
•
•
Advertisement
•
It shows a traditional Indian village where agriculture seems to be the main economy Says that with the help of the tractor, ‘aasman jhukate hai hum’ ‘mitti se panja ladhate hai hum’ Marriage scene, Family photo with the tractor
1/20/13
•
•
•
Puts a tilak on the tractor
Awards
•
Awarded the S.P.Jain award for Best Marketing Awarded the Golden Peacock award Mahindra group's Farm Equipment Sector (FES) is amongst the top three tractor brands in the world. It has won the Japan Quality Medal in 2007. It also holds the distinction of being the first tractor company globally to 1/20/13 win the Deming Application Prize in
• •
•
Some figures & future scope.
•
Sales of 1.59 lakh in the financial year ended March 2009. Expected sales 1.7 lakh in 2010. Validation of the strong bond with the Indian farmer over the past 4 decades Increase in market share from 35% to 43% Bhoomiputra and Yuvraj popular 1/20/13 tractors
•
•
•
Helping the Future
•
Less than 10% of India’s farmers own tractors and most rent it Costs between Rs.75000 to Rs. 1.65 lakh whereas otherwise tractors cost between Rs.3-4 lakh. Presents great market opportunity Keeping alive the Indian traditional life while helping the farmers make money
1/20/13
•
•
doc_489446099.pptx
Presentation on the insights of rural customers.It talks about the awareness of brands in rural areas and steps needed to increase the awareness.
Some rural consumer insights:
1. There is a growing technological awareness. The consumer today appreciates reduced effort, increased comfort, aspires for enhanced productivity, and an enhanced quality of life. 2. There is increased media exposure, with rural access to global market developments and entertainment. 3. Increased urban connectivity is another factor. There is more access to urban markets thanks to enhanced infrastructure. This Click to rural migration. The new contributesto edit Master subtitle style means or personal communication like mobile and the net penetration also contribute to the consumer’s mindset. 4. The aspirations of the rural youth are high. They want the best.
1/20/13
Marketing to the rural consumer:
1. All brands are promising enhanced prosperity, productivity, and quality of life. 2. There is increasing product availability across the board. 3. There is increased product affordability too, with multiple SKUs with 1/20/13
M&M Project Bhoomi
Facilitate farmers to return to profession with the promise of prosperity. •Soil Testing laboratories, affiliated to tractor dealership. •4840 households across 115villages were covered. •Footfalls increased by 4-5% at dealership.
•
Click to edit Master subtitle style
1/20/13
Mahindra Shublabh (MSSL)
•
Mahindra agribusiness was started in year 2000. MSSL engages with farmers in production of export quality grapes, apples, pomegranates etc. Company has acquired land in pune to set up for R&D facilities for seeds. MSSL is highly successful as India is a agri- based country.
•
•
•
1/20/13
Mahindra- Samriddhi
•
Aims at increasing agricultural productivity 30 Mahindra dealership transformed into Samriddhi centres. Company has set up Mahindra Kisan Mitra(MKM). In Aug 2009, AP Chief Minister Dr. Y .S Reddy handed over a laptop along with tractor as a part of this 1/20/13 initiative.
•
•
•
Mahindra Finance-HPCL tie up
•
Tie up will give Mahindra finance access to wide distribution network of HPCL Rural reach to increase from existing 277 branches to 650 branches. Mahindra finance today covers almost 80% of districts in India.
1/20/13
•
•
Mahindra Vishwas
•
Initiative launched in the year 2001, to bring prosperity into lives of small & marginal farmers. Providing them with refurbished tractors of benchmark quality Also helps in exchanging old tractors for new ones and providing the best possible price. Successfully organised the used 1/20/13 tractor business by assuring a good
•
•
•
Advertisement
•
It shows a traditional Indian village where agriculture seems to be the main economy Says that with the help of the tractor, ‘aasman jhukate hai hum’ ‘mitti se panja ladhate hai hum’ Marriage scene, Family photo with the tractor
1/20/13
•
•
•
Puts a tilak on the tractor
Awards
•
Awarded the S.P.Jain award for Best Marketing Awarded the Golden Peacock award Mahindra group's Farm Equipment Sector (FES) is amongst the top three tractor brands in the world. It has won the Japan Quality Medal in 2007. It also holds the distinction of being the first tractor company globally to 1/20/13 win the Deming Application Prize in
• •
•
Some figures & future scope.
•
Sales of 1.59 lakh in the financial year ended March 2009. Expected sales 1.7 lakh in 2010. Validation of the strong bond with the Indian farmer over the past 4 decades Increase in market share from 35% to 43% Bhoomiputra and Yuvraj popular 1/20/13 tractors
•
•
•
Helping the Future
•
Less than 10% of India’s farmers own tractors and most rent it Costs between Rs.75000 to Rs. 1.65 lakh whereas otherwise tractors cost between Rs.3-4 lakh. Presents great market opportunity Keeping alive the Indian traditional life while helping the farmers make money
1/20/13
•
•
doc_489446099.pptx