Description
Rural Management
ABOUT PROMOTING THE PRODUCT
Promoting a product in rural areas is not easy as promoting a product in urban areas. There the customers need to be studied properly and also their likes and dislike for the product should be known. The product to be marketed in rural areas should be used and should be liked by all age groups of people. The product best available is AMUL ICE CREAM. Everyone from children to old people likes the product, ice cream. Different types of unbranded ice creams are available in the local areas of rural market. These ice creams may not be of expected quality. Many of the ice creams are available in packs, which are not of standard quality. As there are not many branded ice cream like AMUL available in rural areas, many people are forced to buy the unbranded ice creams available in local areas. The area most suitable for marketing or promoting the product can be where the climate of the area is hot most of the times. The place can be anywhere like Gujarat or Rajasthan. These places are considered as one of the hot places in India. The age group of people staying should be of all type from children to old. The family earnings should be average and most of them living must be of middle class. The product will be sold in different areas of the rural markets like in different ice cream shops, near schools, residential areas etc. The product will be available in different varieties and of different flavors. As the AMUL ice cream is introduced, free samples of medium size will be distributed among the household and a small survey about the product, their likes and dislikes and suggestions will be taken and if required changes will be done. Initially the basic flavors, which will be introduced, will be like: butterscotch, strawberry, mango, vanilla etc and then the new flavors will be introduced. This ice cream will be available in different forms like in stick, cone, cup and also in family pack. The cost of the ice cream will be near to the ice creams available in the local markets as there is not much advertising incurred as done in urban areas. Hence the price will be less and near to the cost of ice cream available in local areas.
The main target for the AMUL ice cream will be children, as they are very found of eating ice creams. The ice cream will be sold near the schools and residential areas on ice cream van or ice cream tri-cycle. It could be named as “AMUL ICE CREAM ON WHEELS”. These people will be going around the local areas selling the AMUL ice cream of different packs and varieties. The ice cream tri-cycle will be equipped with the cold storage facility so as to keep the ice cream in proper condition and also cold. The number of ice cream vendors going around the area would be depending upon the size of the area. If the ice cream tri-cycle vendor’s stock gets finished he would go to the nearby shop where AMUL ice cream is available and get it filled. The vendor would be selling mainly the stick, cone and cup pack of ice creams. If there is a demand of family size pack then it will also be sold by the vendors on the tri-cycle. AMUL would also arrange for some competition among the students in schools like for example: drawing, essay competition, story writing, craft making competition etc. and the best or the winner will be given free family pack ice cream. This would encourage the children to take part and also many talents would be created. Giving away of free samples of ice cream at the initial launch and distribution of discount coupons would also create much awareness among the people. As the market increases more different and new varieties of AMUL ice cream flavors will be introduced. The company would also be educating the children and the adults about the product. They would be providing information about the good quality of product being served and the packing of the product, so as to keep away from insects or germs being attracted to the ice creams. The shopkeepers will also be educated about keeping the area and surroundings of the shop clean so as to keep away from insects or germs getting close to the ice cream or any other materials in the stores. Company would also be keeping a reward system of selling the most number of AMUL ice creams among the shopkeepers. This would encourage shopkeepers to sell more AMUL ice creams.
As there are many festivals celebrated, weekly markets or melas are arranged in the rural areas AMUL would put up their stalls and sell their ice cream. They would organize different games like for example: eating the whole ice cream in one minute etc. so as to attract the crowd or the people and give away many gifts or free AMUL ice cream packs etc. This would create more awareness among the adults. The company would also have an on the spot lucky draw contest and the person will be given the supply of ice cream for a certain period at much discount rates. AMUL will be providing refrigerator or the cold storage facility to the shopkeepers for keeping their ice cream in a proper condition, at free of cost. This would encourage the shopkeepers to promote the AMUL ice cream as the cost of buying a new refrigerator for keeping the products or ice cream is saved. AMUL would also be sponsoring different types of social events like the polio camp, free dental checkups and providing information on keeping teeth clean and safe and many other events. If there is a success in the ice cream product, AMUL will also expand on its other products by introducing slowly different types of products in the rural markets.
ABOUT THE DISTRIBUTION PROCESS
AMUL would follow a simple distribution pattern. It would avoid the middleman and other agents or wholesalers. This would cut down the cost of AMUL ice cream and would be available at much cheaper rate in the rural areas. This would enable the rural population to buy the AMUL ice cream at an affordable rate. If AMUL hired a distributor or a wholesaler to distribute their ice cream, the distributor would probably not be able to afford the cold storage vehicles. Hence they won’t be able to distribute the AMUL ice cream or will deliver the product in proper condition. This will lead to loss of product and people won’t be willing to buy the AMUL ice cream. AMUL would actually go for direct distribution system. As they can afford for a cold storage vehicles, they would arrange it so that the ice creams remain in good frozen condition. The vehicle would visit the place every day for the distribution of AMUL ice creams. This would enable AMUL to be in direct touch or contact with the different shops in rural areas. They can also get suggestions or complaints from the consumers or shopkeepers immediately and can work for improvement of their product. They can also get to know about the sales of their ice creams and accordingly deliver the ice cream at different areas.
doc_664378015.doc
Rural Management
ABOUT PROMOTING THE PRODUCT
Promoting a product in rural areas is not easy as promoting a product in urban areas. There the customers need to be studied properly and also their likes and dislike for the product should be known. The product to be marketed in rural areas should be used and should be liked by all age groups of people. The product best available is AMUL ICE CREAM. Everyone from children to old people likes the product, ice cream. Different types of unbranded ice creams are available in the local areas of rural market. These ice creams may not be of expected quality. Many of the ice creams are available in packs, which are not of standard quality. As there are not many branded ice cream like AMUL available in rural areas, many people are forced to buy the unbranded ice creams available in local areas. The area most suitable for marketing or promoting the product can be where the climate of the area is hot most of the times. The place can be anywhere like Gujarat or Rajasthan. These places are considered as one of the hot places in India. The age group of people staying should be of all type from children to old. The family earnings should be average and most of them living must be of middle class. The product will be sold in different areas of the rural markets like in different ice cream shops, near schools, residential areas etc. The product will be available in different varieties and of different flavors. As the AMUL ice cream is introduced, free samples of medium size will be distributed among the household and a small survey about the product, their likes and dislikes and suggestions will be taken and if required changes will be done. Initially the basic flavors, which will be introduced, will be like: butterscotch, strawberry, mango, vanilla etc and then the new flavors will be introduced. This ice cream will be available in different forms like in stick, cone, cup and also in family pack. The cost of the ice cream will be near to the ice creams available in the local markets as there is not much advertising incurred as done in urban areas. Hence the price will be less and near to the cost of ice cream available in local areas.
The main target for the AMUL ice cream will be children, as they are very found of eating ice creams. The ice cream will be sold near the schools and residential areas on ice cream van or ice cream tri-cycle. It could be named as “AMUL ICE CREAM ON WHEELS”. These people will be going around the local areas selling the AMUL ice cream of different packs and varieties. The ice cream tri-cycle will be equipped with the cold storage facility so as to keep the ice cream in proper condition and also cold. The number of ice cream vendors going around the area would be depending upon the size of the area. If the ice cream tri-cycle vendor’s stock gets finished he would go to the nearby shop where AMUL ice cream is available and get it filled. The vendor would be selling mainly the stick, cone and cup pack of ice creams. If there is a demand of family size pack then it will also be sold by the vendors on the tri-cycle. AMUL would also arrange for some competition among the students in schools like for example: drawing, essay competition, story writing, craft making competition etc. and the best or the winner will be given free family pack ice cream. This would encourage the children to take part and also many talents would be created. Giving away of free samples of ice cream at the initial launch and distribution of discount coupons would also create much awareness among the people. As the market increases more different and new varieties of AMUL ice cream flavors will be introduced. The company would also be educating the children and the adults about the product. They would be providing information about the good quality of product being served and the packing of the product, so as to keep away from insects or germs being attracted to the ice creams. The shopkeepers will also be educated about keeping the area and surroundings of the shop clean so as to keep away from insects or germs getting close to the ice cream or any other materials in the stores. Company would also be keeping a reward system of selling the most number of AMUL ice creams among the shopkeepers. This would encourage shopkeepers to sell more AMUL ice creams.
As there are many festivals celebrated, weekly markets or melas are arranged in the rural areas AMUL would put up their stalls and sell their ice cream. They would organize different games like for example: eating the whole ice cream in one minute etc. so as to attract the crowd or the people and give away many gifts or free AMUL ice cream packs etc. This would create more awareness among the adults. The company would also have an on the spot lucky draw contest and the person will be given the supply of ice cream for a certain period at much discount rates. AMUL will be providing refrigerator or the cold storage facility to the shopkeepers for keeping their ice cream in a proper condition, at free of cost. This would encourage the shopkeepers to promote the AMUL ice cream as the cost of buying a new refrigerator for keeping the products or ice cream is saved. AMUL would also be sponsoring different types of social events like the polio camp, free dental checkups and providing information on keeping teeth clean and safe and many other events. If there is a success in the ice cream product, AMUL will also expand on its other products by introducing slowly different types of products in the rural markets.
ABOUT THE DISTRIBUTION PROCESS
AMUL would follow a simple distribution pattern. It would avoid the middleman and other agents or wholesalers. This would cut down the cost of AMUL ice cream and would be available at much cheaper rate in the rural areas. This would enable the rural population to buy the AMUL ice cream at an affordable rate. If AMUL hired a distributor or a wholesaler to distribute their ice cream, the distributor would probably not be able to afford the cold storage vehicles. Hence they won’t be able to distribute the AMUL ice cream or will deliver the product in proper condition. This will lead to loss of product and people won’t be willing to buy the AMUL ice cream. AMUL would actually go for direct distribution system. As they can afford for a cold storage vehicles, they would arrange it so that the ice creams remain in good frozen condition. The vehicle would visit the place every day for the distribution of AMUL ice creams. This would enable AMUL to be in direct touch or contact with the different shops in rural areas. They can also get suggestions or complaints from the consumers or shopkeepers immediately and can work for improvement of their product. They can also get to know about the sales of their ice creams and accordingly deliver the ice cream at different areas.
doc_664378015.doc