A one day rural marketing project conducted by a team of 4 to be presented to CEO- Rural Relations. Objective: (1) To find out buying preference of Hair Oil in the rural area Vadgaon Bande,Maharashtra (2) To find out buying preference of 2-Wheeler tyre in the rural area Vadgaon Bande, Maharashtra

1. Deepankar Kapoor (76-AD),Avni Ved (112-AD),Sejal Bamboli (107-PR),Preeti Parwani (101-PR)
TY-BMS, SIMC-UG 2011

2. • Yavat (~27k), • Age (Students 14- • Loyal consumers
Vadgaon Bande 17, Females – 25- • Low aspiration value
• Maharashtra 35, Male – 35-40) • LIG
• Awareness
• Low trial purchase
Geography Demography Psychographics
• Regular Purchase • Sample Size=30
• Loyal (Blue) • Household size
• Attitude - +ve (avg.)=7
• Usage - • R1,R2,R3,R4
Moderate
Behavioral Our TG

3. Shop Available Hair Oils Quantity in Store Best selling Hair Oil
Bhairavnath Parachute, Bajaj Almond, 200ml x 100 Parachute
SuperMakrket Dabur Amla 100ml x 100
50ml x 100
MONTHLY
Dabur & Bajaj – 2 dozen
Bhagwan Bikaji Kulal / Only Parachute Rs.15000 stock of Parachute 200ml of Parachute
Trimurti General Store (200ml+100ml+50ml+)
(Vadgaon Bande
Distributor)
Nijanand Gen Store Parachute , Dabur 2 dozen / brand a fortnight 150ml & 200ml of
Parachute
New Maharashtra Store Vatika, Dabus Amla, 4 dozen/ month for Parachute, Parachute (120 ml &
Parachute 2 dozen/month for Dabur 50 ml)
Satish Kadam (bazaar) Parachute 50 ml Parachute
(brings from other retailers/ Sachet
wholesale)
M Pakree (Bazaar) Parachute, Dabur 100ml x 50 50 ml Parachute
50ml x 50 Sachet
For 10 days
Kashmira Medha Bajaj Almond Oil , Hair & 1 Dozen / brand Parachute Jasmine
(Bazaar) Care. Parachute Jasmine

4. 77.7 7.4%
%
Highest High awareness,
Low or no
awareness, Expensive,
awareness,
Media Recall - Media Recall -
TOM Media Recall - Nil
Avg
3.7% 7.4% 3.7%
Link to shelf

5. Quantity Purchased Brand Awareness
(Parachute) Dad /
Mother/
Husband
50ml 14%
4%
4% 8% Parachute Housewife 37%
200ml 55%
8% 5% 28% Jasmine
100ml Navratna MIL
250ml Dabur ~ 7%
42% 24%
34% Re.1 Bajaj
24% Shanti
500ml 5%
Buyer Role
Influencer Role Recall of Advertising By
Media
• Mother/
Male •Mother & Father 10% 21%
Can't Say
Housewife •Father/ Husband •Husband & Wife 3%
• 50% •Student •5% Television
•45%
Female Both 66% Reference
Newspaper

8. Other Misc. findings
• Advansed, Jasmine (Parachute)
• Student does not play a Major role as influencer
• Existence of brands like Sesa and Aswini
• Purchase takes place from any Kirana Store
• Shopkeeper offers Parachute when asked for hair
oil (opinion leader)
• Clear connection between the problem and the
solution
• Value for money
• The colour BLUE (bottle) = Hair oil
• Supply chain: Dealer Distributor Retailer Customer

9. Garage Owner
An Opinion Leader
• MRF
Tyres • Dunlop
• Puncture
Service • Tyres/Tubes
Replacements
• Only 2 Wheeler
Vehicle • 5-6 customer
daily
Pradeep Bhagwani (6 yrs in
profession, Vadgaon Bande)

10. Garage Specialist Walk-Ins/ Opinion Recommends
Inquiries
Sangam (Yavat) Machine (2W) 10-15 / day Takes 3 hours/
service
Janardan –Yavat Tyre Punctures 20/ day Jeep, Tractor,
Hero Honda,
Tubes – Ceat/ MRF etc.
RadhaKrishna Tyre Punctures 20/ Day Public asked -
TVS
Mahalakshmi 2W Service/ 5/ day Differentiator is
Auto Engine Work avg.
Jumbo
Goodwill Tractor Servicing 20/ day Services major -
Mahindra
Bolero
Alankar Auto Distributor + 10-15 / day For servo oil-
Service service after
Tubes
5000 Kms.
For cheap oil,
after 3000 Kms.

11. • 5 for 4Wheeler
• 7 for 2Wheeler
Yavat Tyres &
Engine Oil
Garages Tubes
My Ride Gaddi

12. Key Findings / Conclusions
• Yavat – 5 garages for 4W & 6-7 garages for 2W
• Tyres & Tubes – MRF / TVS / Ceat
• Age Group – 25-50
• Type of Customers – 70: 30 (villagers/ passerby)
• Servo / Castrol: Affordable (Rs. 50 price
difference)
• 2 W – Splendor, then Discover (no scooty / M80 /
Activa)
• 4 W – Mahindra (Bolero)