abhishreshthaa
Abhijeet S
Value for money:
Rural consumers are quite brand conscious. A rural consumer wants value for money minus the frills. Zany advertising and marketing would be a no-go for this sector. A high price tag usually deters the rural consumer from purchase. To counter this, companies need to resort to low unit price strategy to expand sales.
A good example of this would be the sachet revolution and combi-packs. According to a survey, 95 percent of total shampoo sales in rural India are by sachets.
Colgate has followed the very successful sachet route by introducing the toothpowders in 10g sachets of Rs. 1.50 each and the toothpaste with Super Shakti in 15g packs of Rs. 3 each.
The entrant can also offer attractive exchange and money back schemes for its middle and lower segments.
Rural consumers are quite brand conscious. A rural consumer wants value for money minus the frills. Zany advertising and marketing would be a no-go for this sector. A high price tag usually deters the rural consumer from purchase. To counter this, companies need to resort to low unit price strategy to expand sales.
A good example of this would be the sachet revolution and combi-packs. According to a survey, 95 percent of total shampoo sales in rural India are by sachets.
Colgate has followed the very successful sachet route by introducing the toothpowders in 10g sachets of Rs. 1.50 each and the toothpaste with Super Shakti in 15g packs of Rs. 3 each.
The entrant can also offer attractive exchange and money back schemes for its middle and lower segments.