1. Rural Village Visit - PEN

2. Contents
1. Market Identification
2. Market Analysis
3. Consumer Analysis
4. Product Analysis
5. Segmentation
6. Positioning
7. 4 A’s of Rural Marketing
8. Prospective Rural Villages
9. Promotional Activities
10. Learning
11. Suggestions

3. Market Identification
 Pen is a town and taluka in Raigad district of Indian
state of Maharashtra. The geographical and cultural
center of Raigad district. It is famous for world class
Ganesh idols.
 State: Maharashtra
 District: Raigad
 Population: 37,852 (2011)
 Languages Spoken: Marathi(extensively), Hindi

4. Market Analysis
 Bottled water = Bisleri
 Local competitors – Recharger & Signaria
 Claims of local bottled water at Rs. 10/litre
 Consumption majorly by tourists/travellers
 Locals prefer buying water only during afternoon, for
social occasions or for liquor consumption

5. Consumer Analysis
 Bifurcation: Young, Middle aged and Seniors
 Young – Brand savvy, status savvy
 Middle aged – Value for money
 Seniors – Brand conscious
 Non consumers

6. Young
consumers
Senior
consumers
Middle aged
consumers
Non
consumers
Consumer Analysis

7. 0
10
20
30
40
50
60
70
ROI Brand Packaging Taste
Value Rating
Product Analysis

8. Segmentation

9. Segmentation
 Geographic:
1. Each and every possible city/town (Tier1, Tier2, Tier3, Tier4
cities)
2. Climate: More focus on areas like Vidarbha, Marathvada
where temperature is higher than other cities in Maharashtra
3. Culture: Water is the basic need, doesn’t matter
4. Population: Class1- over 5000
Class 2- 1000-5000
Class 3- Below 1000

10.  Demographic:
1. Age: Any
2. Gender: All
3. Income: Both Low and High income
4. Education: Both literate and illiterate
5. Family Size: Large Families are more preferable
6. Occupation: Farmers, Government Employees, Businessmen,
Private Employees

11.  Behavioural:
1. Occasions: Trips, Birthdays, Festivals
2. Loyalty Status: Low
3. Attitude: Indifferent, Positive or Negative
 Psychographic:
1. Lifestyle: Normal (moderate)
2. Values: Value for money and the quality of the product

12. Positioning
 Symbolic Positioning can be used
 Self-image enhancement
 Belongingness and social meaningfulness
 Affective fulfillment
 Utility

13. 4 A’s of Rural Marketing

14.  40% of the responses concluded that Brijeel water is acceptable
by the villagers
The reasons being:
 Villagers have Bisleri as a premium brand in their mind sets
 Taste of the water
 Packaging of the product
Acceptability

15. Brijeel should ensure that their product is available easily. This can be
done by:
 Improving distribution channel
Using satellite distribution which Is practiced by Pepsi and Coca-
cola
 Factory location should be near to rural market
Availability

16. Affordability
 As we consider the Rural Indian markets, and especially the village
we visited i.e. Pen, potential customers are more concerned with the
pricing rather than the quality
 They will buy any brand which is available at Rs 10/-
 Brijeel’s existing pricing is feasible

17. Awareness
 Low awareness of the brand Brijeel
WHAT CAN BE DONE?
 Improve the distribution in the rural markets
 Using satellite distribution which Is practiced by Pepsi and Coca-cola
 Hyper local advertising
 Promotion using non conventional media such as melas, jatras, mandis
and promotion through influential people in the society (Sarpanch)

18. Prospective Rural Villages
State - Karnataka

19. Neermarga
Overview
 Village in Mangalore Taluk in DakshinKannad District of Karnataka
State, India
 Cities in proximities- Mangalore, Mudbidri, Karkala, Puttur
 Close to the border of Kerala and has humid weather
 Population- 5,503
Male- 2,677
Female- 2,826
 Literacy rate of Neermarga city is
91.44 % higher than state average of 75.36 %
Male
49%
Female
51%
Census' 2011
Male Female

20. Neermarga- Work Profile
 Out of total population 2,935 are engaged in work or
business activity
Male- 1,678
Female- 1,257
98%
2%
Work Profile
Main Work
Marginal Work

21. Konaje
Overview
 It is a Census Town city in district of Dakshina Kannada,
Karnataka
 Population- 11,368
Male- 5,613
Female- 5,755
 Literacy rate of Konaje city is 92.47 % higher than state
average of 75.36 %
 Male literacy is around 96.08 % while female literacy rate is
89.00 %
Male
49%
Female
51%
Population
Male Female

22. Konaje- Work Profile
 Out of total population, 4,838 were engaged in work or
business activity
Male- 3,234
Female- 1,604
94%
6%
Work Profile
Main Work
Marginal Work

23. Promotional Activities
 Aligning with stores at Railway Stations and Bus Stands
 Mobile Vans and campaigns in and around marketplace
 Leverage weekly markets, Haats and Mandis
 Yakshagana shows, street shows, Radio
 Satellite distribution strategies

24. Questionnaire
 Do you use packaged water? If yes, when? On a daily basis or on special occasions?
 Why would you want to buy packaged water? Necessity, Health, Occasion, Others.
 If given a choice between our product and any other packaged water, what would you prefer?
 How much are you willing to pay for our product?
 Do you like the name of the brand? Would you be comfortable in asking the shopkeeper for our product?
 What is the most important factor that you would look for in a packaged drinking water? Taste,
 Price, Packaging, Brand Value, Convenience to purchase.
 What are your comments on the taste, colour, packaging, etc.?
 What are your suggestions in areas to improve, if any?
 Which are the brands that you know and normally buy?
 In what quantity would you generally buy? 200ml, 300ml, 500ml, 1l, 2l, 5l, 10l?

25. Learnings
 ROI – Most Important
 Masses are not brand conscious
 Boxes preferred than loose bottles
 Lack of awareness regarding usage of clean and
safe water

26. Suggestions
 Darken the label colour (darker shade of lavender)
 Harden the bottle
 ‘Brijeel’ fairly accepted but still a better name expected
 Making foray into railway canteens and stations