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Rural Marketing

In: Business and Management

Submitted By abhi021989
Words 5707
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ACKNOWLEDGEMENT

We take this opportunity to thank our project Professor respected Mrs.Shubhangi Ma’am for her valuable guidance. We thank you for giving us such an interesting topic for our project work, which will mould our future & career building process.

We take this opportunity to specially convey our heartfelt gratitude & thanks to Ma’am, who guided us in the project with valuable inputs, without which our project would not have been effectively completed.

A PROJECT REPORT ON

RURAL MARKETING

(SOLAR COOKER)

USHA PRAVIN GANDHI COLLEGE OF MANAGEMENT

Submitted By:

Kanika Agarwal (02)

Arva Boxwala (10)

Sayli Deshpande (21)

Tanmay Diwadkar (23)

Sonam Ladha (45)

T.Y.B.M.S. (SEM V)

COMPANY PROFILE

Company Profile : Anmol Electronics Pvt. Limited
Major Industry : Electrical
Sub Industry : Appliances & Consumer Products
Country : INDIA

Anmol electronics is a pioneer name as a manufacturer of electronic products when it comes to home entertainment. It is one of the largest consumer products company in the country having varied interests from technology based products to consumer care products. The group’s principal activity is to manufacture and market Consumer Electronics and home applianceswhich comprises of white goods and small domestic appliances. The white goods comprises of Washing Machines, Refrigerators, Air Conditioners etc. and Small Domestic Appliances comprises of Vaccum Cleaners, Irons etc.

Anmol has become a household name for several generation of Indian. It has an unmatched range of corporate gift packages which start at a moderate Rs.150 and goes higher up to Rs. 5 lakh backed by superior design and technology and an excellent distribution network. We have maintained our supremacy in sale of the products for values of fair and ethical dealings with the consumers.

The World Class Electronis Company - Spreading Smile & Happiness…

Passionately commited to Total Quality Products, with continual delivery value added services. We uphold the highest ethical standards and believe in creating new benchmarks in the industry.

WHY ARE WE GOING RURAL?

Rural India is emerging as a large market for a number of goods and services. In present scenario we only have two options: either go Global or go Rural. We have selected to target the Rural market keeping several factors in mind.

The rural India has 75 percent of the population living in 5,72,000 villages speaking 33 languages, 1652 dialects and have diverse sub cultures and diverse requirements. More than 80 percent of the rural consumers depend upon agriculture and allied activities for their livelihood. The rural market has been growing steadily since the 1980s and, is now bigger than the urban market for both fast moving consumer goods (53 percent share of the total market) and consumer durables (59 percent). An analysis of the National Samples Survey (NSS) data reveals that 75 percent of the expenditure on manufactured goods is accounted by rural India. Technological developments take place in rural areas at rapid pace than the urban areas. The disposable income in rural India has increased manifold in the last five years than the urban area. All these paved way for rural marketing.
We have understood that the urban metro products and marketing products can be implemented in rural markets with some or no change and that the rural marketing requires separate skills and techniques from its urban counter part. We have accepted the truth that rural markets are different in many terms.

• The rural market has the opportunity.

• Low priced products can be more successful in rural markets because of the low purchasing powers in rural markets.

• Rural consumers have mostly homogeneous groups with similar needs, economic conditions and problems.

• The rural markets can be worked with different media environment as opposed to press, film, radio and other urban centric media exposure.



MARKET RESEARCH

In India, in the household sector, bulk of the energy is spent on cooking. According to the 1991 census, about 30% of the urban poor still use firewood and chips, whereas about 78% of the rural population are dependent on firewood and chips. As per our survey conducted in 2005- 06, cooking accounted for 85.2% of the total energy consumed in the rural domestic sector. The rural women especially the poor have to travel long distances in order to collect firewood.
The use of technologies that combine solar power and energy efficiency is helping a growing segment of more than 3 billion people in the developing world who burn traditional biomass fuels -- including wood and animal dung -- indoors for cooking and heating.

The current cooking practice, according to the World Health Organization, traps high levels of pollutants in the living area and causes 1.6 million premature deaths every year, mainly among women and children.

It also ravages trees, brush and other ground cover, promoting erosion and flooding in many areas that already are vulnerable to such occurrences.

We have conducted a research to :

• measure the success of rural marketing campaign of our brand in Terms of consumer appreciation.

• analyze the present promotion strategy of few brands in rural markets.

• study the determinants of specification factors which can decide the success in the rural promotion strategy.

• evaluate the effects of adopting the specific brand ambassadors(Hema Malini & Smriti Irani) in the rural marketing context.

The research methodology for our research work was based on the survey technique. Few NGO’s like SRISTI and Development Institute for Rural Women have been chosen to conduct the research work.

The Gram Panchayat areas have been selected on random basis from the list of available Gram Panchayat. The four-Gram Panchayat have been short-listed and 60 respondents have been selected in each Gram Panchayat so the total sample size N = 240.
The respondents were organized in a group and asked about their views on our actions and theme.

TEST AREAS:

We invested five potential areas and interviewed 200 families. The following three test areas were then selected on the basis of cooking profiles and a range of socioeconomic parameters: One of them is a representative of small, rural villages in which gathered firewood is the primary fuel. Amongst them is a small rural village, but it is situated only five miles from the next city. Here, roughly equal shares of wood and kerosene are used for fuel. An urban township with access to electricity, but it is still heavily dependent on kerosene. Here, wood is a market commodity and therefore used only on a relatively small scale.

ABOUT THE PRODUCT

In many emerging countries, it is becoming increasingly difficult to secure energy for cooking. In areas where fuelwood is the traditional source of energy, many people suffer an increasing lack of wood to prepare their meals. Intensive deforestation and erosion cause irreversible environmental damage. This is compounded by high population growth. Cooking with fossil fuels – coal, gas and kerosene - carries a high price. It is expensive both to the user directly and, indirectly, to the national economy as a result of currency drain and/or subsidization. The security of supply is also often questionable. This is worrying as the quality of life deteriorates and there are negative effects on local economies. Most notably in areas with ample sunshine, i.e., with high levels of insolation, cooking with solar energy can help alleviate such problems.

SOLAR COOKERS

We manufacture an array of solar cookers that proficiently utilise solar energy for cooking foods. These are box type parabolic cookers which are ideal for domestic and light commercial use that does not require conventional fuels. Further, these are totally environment friendly equipments which facilitates availability of nutritious foods such as dal, rice, chapatis and a host of vegetarian and non-vegetarian dishes. These solar cookers are easy to install and easy to use and deliver years of trouble free service. Main features of these solar cookers are following:

We also have 4 SK-14 parabolic cookers that have following qualitative features: • Cooking system ideal for small family. • Comes with 3 or 4 special cooking containers. • Insulated casing keeps food warm for long time. • Portable and easy to us.

|Box Cookers |Panel Cookers |Parabolic Cookers |
| | | |
|[pic] |[pic] |[pic] |
| When a glass covered chamber coated | A cooker where various flat panels | These are usually concave disks that focus the|
|black inside and insulated all around is |concentrate the sun's rays on to a pot inside|light onto the bottom of a pot. The advantage is |
|exposed to sunlight the temperature inside |a plastic bag or under a glass bowl. The |that foods cook about as fast as on a conventional|
|exceeds 100 degree Celsius, which is |advantage of this design is that they can be |stove. Seen above is one model and there are many |
|sufficient to cook food. More heat can be |built in an hour or so, from next to nothing.|others possible. |
|achieved by having an exterior reflector. | | |
|The solar box cooker incorporates these | | |
|features. | | |
| Slow, even cooking of large quantities | Relatively quicker, but can cook only | Food can be cooked in half an hour. They must |
|of food is possible Takes more than 3 hours |smaller quantities |be focused to follow the sun, and they must be |
|to cook . | |used correctly. |
| With a single-reflector box cooker, once| | Cooking with a parabolic cooker is very |
|the food is cooked, it just stays warm and |They require a need to stir food every once |similar to cooking on one burner of a conventional|
|doesn't scorch. You can put in a few pots |in a while when using this cooker, to ensure |stove. Since the concentrated sunlight shines |
|with different foods and then come back |that the food heats evenly. |directly on the bottom of a pot, the pot heats up |
|later in the day and each pot will cook to | |and cooks very quickly. The food will burn though.|
|perfection and stay hot until you take it | |So you have to stir it and watch it carefully. |
|out. | | |
| Box cookers with one back reflector | Panel cookers need to be turned more | Parabolic cookers are the most difficult to |
|don't need to be turned unless you are |often than box cookers, since they have side |keep in focus. These need to be turned every 10 to|
|cooking beans, which take up to 5 hours. |reflectors that can shade the pot. |30 minutes, depending on the focal length. |
| | | |

URBAN VS RURAL IN TERMS OF THE USAGE OF SOLAR COOKER There are various reasons because of which a solar cooker can effectively and efficiently be used in rural areas rather than urban areas. • The first and the foremost being that the potential users might not want to cook in the open, and may not really be convinced that solar cooking is a viable proposition whereas in rural areas even the existing method of cooking is processed in open areas. Therefore this will not be an issue by the rural consumers. • In the developed and urban ares the residents enjoy an easy availability of cooking gas and kerosene which could be stopping people from trying a newer option whereas in rural areas such easy options are not available instead the women folk have to struggle a lot in the procedure of collecting wood and then cooking in the polluted kitchen. • In urban areas, there are a few consumers who would want to try the product and may be sold on the idea, but do not have adequate open area with sunlight in their homes whereas in rural areas the villagers are blessed with emmense heat and plenty of sunlight for this purpose. To overcome this problem in urban areas although the parabolic cooker is supposed to allow in-door cooking but it comes with far too many riders. For instance, the kitchen window should face north, with no buildings or trees to block sunlight. The building should be single-storied with slanting roof. For all practical purposes, this immediately knocks off 90 per cent of urban users.

FUEL VS.SOLAR COOKER

LPG and kerosene are the popular means for cooking . The burden on government posed by subsidies of all kinds and the increasing trend in the price of oil will see a progression towards the increased prices for LPG. Surely solar cooker can be a better option. It is a low cost, simple, labour saving and easily manageable solution for cooking food. Tata Energy Research Institute (TERI) in one of its papers has supported the concept of cooking with solar energy. At the micro level it facilitates financial savings while at the macro level it helps in conserving the natural resources like fuel wood and also decreasing the greenhouse effect. There has been a steady rise in the prices of conventional fuels, like cooking gas, in India and at the same time there is an increased awareness about the need to protect our environment.
Around the world fuel wood is a leading source of energy.
Polluted air can cause to deterioration of the earth’s entire atmosphere.

Other effects such as deforestation erosion and the increasing scarcity of wood, as manifested by rising prices and the need to spend more time gathering fuel wood. In a few areas there is no wood to be found across large swathes of land. People are forced to buy high priced firewood hauled in from the other forests. Yak dung and sod are therefore used as fuel, causing irreparable damage in the form of erosion. Relative Scarcity on a broad scale is much more frequent. In Tamil Nadu, for example, felling tress is a punishable offence. Trees are so valued that where they grow along avenues, they are numbered.
According to some specialists biogas and improved chullas can be better options in the cooking sector. But improved chulla depends on firewoods for fuel whereas biogas can be successful in a cooperative effort. Modern biomass systems and wind energy are wonderful sources of energy but they are costly and require considerable infrastructural work and organistational planning and can be used in a cooperative framework.
On the other hand solar cooker can be used at the individual household level. It does not need any infrastructural support, not even any maintenance. It is a compact box that looks like a suitcase and costs around Rs.1500 and it can go on serving for 10 – 12 years and more. Only thing it requires is sunshine. Besides, it can be used for small scale drying needs in homes and other domestic heating jobs. With the usage of sunlight which is unlimited and available in abundance in our country we can make the optimum utilisation of this natural resource which eliminates all the problems which arise because of the usage of various other means of cooking such as biogas, chullas and firewoods. The only problem with the solar cooker is that it is slow to cook and can not do certain jobs. But these small problems are not such a big problem to give up the solar option. If the solar cooker can not be used for all the 365 days in a year because of cloud or rain on some days, one can go back to the conventional system of cooking on those days or use the solar cooker with a thermal box or the retained heat cooker which helps in cooking food by its retained heat in an insulated box.

ARGUMENTS AGAINST AND FOR SOLAR COOKERS

Solar cooker being an efficient method of cooking there are a few accusations which creep in a consumers mind. We, after conducting a research on the entire process of how a solar cooker works and concentrating on such arguments have learnt and developed various convincing reasons which prove it that such accusations are not relevant at all to restrict oneself from using the product. One such accusation is that it is slow to cook and can not do certain jobs like frying or making chapatis. But most of the people normally eat food, which is boiled, and then tempered with spices. This tempering operation requires oil in high heat, which takes very few minutes and can be done over the regular oven just before eating. It is true that solar cooker can not cook as fast as the conventional stove. But slow cooking helps in preserving the nutrition better and three four dishes can be cooked together at the same time.

Vedic Scriptures highlight the health benefits of Sun cooked food!
Sun cooked food improves cellular health and longevity of life. It strengthens health and mind removes three major physical disorders to do with digestion, blood and respiratory system, balances inner body temperatures, life, glows aura and keeps various obstacles away. Sun cooked food has great medicinal value. It enhances intellect, genius. Thousands of years ago, Shradul muni observed, "Food cooked by sun is great." ‘Rig Veda'
Food cooked by solar heat is lovely in appearance, aroma, flavor, and taste. It is ultimate medicine (Amrita) for manly vigor and glorious skin complexion without doubt. 'Yagyavalk Smriti'

Solar Cooker also performs the role of a hot case. The food remains hot even if left longer than really necessary and one can return to the cooker when it is time to eat without having to reheat it. The demerit of slowness in cooking can be solved in the parabolic cooker which heats up food at the focus of a concentrating reflector. The tragedy is that MNES provides 50% subsidy for the parabolic cooker whereas no subsidy is available for solar cooker. Solar cooker which requires only aluminum sheet, channels, rubber gasket, glass wool insulation, panel window glass and glass mirror is most easily fabricated. Any village artisan can make a solar cooker and promoting solar cooker as a village industry will promote rural employment.
An observation by Charlie and Fran Collins, users of the solar cooker, seems to confirm that the taste does improve when one uses solar energy. We have found that cooking with a solar cooker greatly improves the taste of the food. As an experiment we have cooked potatoes four different ways, in our oven, in our pressure cooker, in water and in our solar cooker. The potatoes were all from the same batch and we all definitely realized a much more earthly taste with the solar cooked potatoes than those cooked any other way.
One can cook not only food, but also roast nuts, dry vegetables and fruits (taking care to keep the glass lid slightly open to control the heat input), pasteurize water and even bake bread on a clear day at noon. The solar cooker is very versatile machine. A solar cooker kept out in the sun is like an oven kept switched on in the 'on' position. You can place anything in it anytime and take it out when done. What is important for solar cooking is not how hot the sun is but how clear the sunlit sky is. In most places in India one can cook for 70-80% of the days in a year. One can thus solar-cook in all seasons, with unmatched cost-efficiency
Once we stepped in to explore the world of solar cookers it did not take us long to realize that it is a subject that holds the fascination of many, and rightly so! Just consider this: what would our customers say if they had an option for using a cooking device which: when handled with care, will last 15 years or more; is highly versatile and easily transportable; has no moving part in it to go wrong; needs very little maintenance; entails no running cost; and is environment friendly.

SEGMENTATION & POSITIONING

It would be unwise for us to assume that the rural market as a whole can be served by a single offer or a single product-price-promotion combination because rural consumers are not homogenous as far as economic conditions, literacy, lifestyles or buying behaviours are concerned. We have analysed our rural consumers in depth and therefore have selected relevant segments as our target markets by using several bases:

Geographic segmentation:

India is a country with diversed and varied climatic as well as regional distinctions because of which a product which works on the solar energy would not be feasible in a few states of India. Keeping this factor in mind we have segmented our consumers accordingly. The regions on which we will be concentrating are west, south and central India. Village size would be 5000 and above. The density of our area coverage is rural as well as semi rural areas.

Demographic segmentation:

India, a country wherein people belonging to all income standards, occupations, purchasing power reside. Hence these variables have influenced our decision. Both male as well as female members of the family whose income would range from Rs. 2000 per month or more because w have designed our price range in such a way that it is economical and affordable for agricultural as well as non agricultural families.

As marketers we have taken into consideration the fact that the rural consumer is governed by certain motives while buying a product. We have successfully decided as to how and around what parameters the product offered is going to be placed before our target consumers. A product cannot be ‘Everything for everyone. It has to be something for someone.’ We have taking into consideration some special needs of the market and the product e.g. a unique feature wherein our solar cookers work even on the days when the sun doesn’t shine brightly and in the night.

PRICING

We, Anmol electronics, have carefully examined all the methods by which we can make the product more affordable to the rural customer. Keeping various factors in mind such as adopting simple packaging by avoiding sophisticated packaging etc have successfully helped in designing “ cheap price” for our product. In order to be successful in rural market we have carefully selected our pricing method.
Since the profitability of a company is determined by the pricing strategy of the company its main objective is to increase sales volume and in order to achieve this pricing plays a crucial role. Thus, we have adopted COST-PLUS PRICING method because it suits our product and and is more prevelant as per our objective i.e. to incur the cost of the product, distribution expenses, and also a small profit margin.
Solar Cooker is a low cost, simple, labour saving and easily manageable solution for cooking food. Tata Energy Research Institute (TERI) in one of our organisations which has supported the concept of cooking with solar energy. At the micro level it facilitates financial savings while at the macro level it helps in conserving the natural resources like fuel wood and also decreasing the greenhouse effect.
We have arrived to the price of our products after taking into consideration the purchasing power of the customer and also the cost involved in manufacturing, distribution and promotion of the product.
Market Segmentation of Indian Rural Market
The Indian rural market can be segmented on the following basis:

|[pic] |

Rural Rich Consumers (Parabolic Cooker)
The rural rich consumers can be estimated on the basis of land owned by them. They occupy major portion of the land (in acres) in their locality. They engage in agriculture and allied activities. They hold important positions in their places. They may be a member of political party or may be having the support of political party. They give employment opportunities in their field for other peoples in their locality. They enjoy huge surplus of disposable income.
Parabolic cookers focus sunlight into a single point and cook fast at high temperatures. They need frequent adjustment and supervision for safe operation. They are especially useful for large-scale institutional cooking. The price of this cooker is the highest which can be easily affordable by this segment of the rural market.

Retained Heat cookers, if the solar cooker can not be used for all the 365 days in a year because of cloud or rain on some days, one can go back to the conventional system of cooking on those days or use the solar cooker with a thermal box or the retained heat cooker which helps in cooking food by its retained heat in an insulated box. The price of this cooker with a unique feature (which is its USP) is the most expensive cooker which can be purchased by such members.

Rural Consumers above Poverty Line (panel cooker)

They are identified as the middle class peoples residing in rural areas. There are 50 million households that live above the poverty line in rural areas of India. When comparing to the rural rich consumers they own few acres of land. They mostly engage in agriculture and few other allied activities. They have only less disposable income and deposit in local banks. They also invest their disposable surpluses if any in jewels for their daughters' marriage. Only few of them have tractors and they send their children's to the nearby government educational institutions that charge less fees. They prefer to have brands, which gives them value for money spent.
Panel cookers have elements of box and parabolic cookers. They are simple and relatively inexpensive to buy or produce. Solar Cookers International's "CooKit," designed by a physicist, is the most widely used combination cooker. The price range of panel cooker is absolutely apt for consumers who are categorised above the poverty line.

Rural Consumers below Poverty Line (box cooker)
There are 260 million Indians who live below poverty line located in rural areas. They occupy minimum portion of land in their locality. Some of them do not even have any land in their locality. They survive their family by working in the farm of rich persons in their locality. They work for daily wages and sometimes they are compensated for their work with food grains. They live in hut or in the farm of rich persons. When they dont have work in their village they migrate to the nearby village for work. They also involve in temporary seasonal business for their survival.
Box cookers, the most common around the world, cook at moderate to high temperatures and can heat several pots at once.

DISTRIBUTION

Distribution is the process of delivering products to the marketing channels and consumersit encompasses the various activities involved in the physical flow of the product, from the manufacturer to the consumer. In order to tackle the problem of channels of distribution effectively, ANMOL has implemented the following strategies :

1) RELYING ON PRIVATE VILLAGE SHOPS:

Private shops are the main channelsin the rural market and since they are the cheapest and most convenient channel to align with, we have operated our distribution network under this strategy.

2) SYNDICATED DISTRIBUTION:

Since ANMOL is targeting the rural market for the first time, the biggest problem that we would face is that there are too many levels in the channels, and setting up a distribution channel is a costly proposition. Therefore, we came with a solution to this problem wherein we have executed a tie-up with a leading company named Marico which already has a presence in the rural market to distribute products through its distribution network. Since ANMOL is dealing with SuryaKiran , we have a completely different product than the product which this leading company sells this strategy would effectively work for SuryaKiran.

3) OPERATION STREAMLINE

To extend our distribution in the rural market we have utilised this operation ‘ Operation Streamline’ wherein we have appointed redistribution stockists who will approach district stockists i.e. wholesalers. We have appointed some sellers in the remote villageswho will take stock on credit from the redistribution stockist and sell in the interior village. Once the stock is over they then approach the redistribution stockist again.in this manner we will be able to penetrate deep into rural India.

PROMOTION

A company can adopt a rural marketing strategy that achieves the desired results. Our company while entring into a rural market is doin it as a new entrant as well as a late entrant. A new entrant because our company’s product (SuryaKiran) is starting its life in rural market and then would venture into urban areas. A late entrant as our company (Anmol electronics) is already successful in urban markets for a long time and has finally decided to enter the rural market.

Because of the lack of awareness, illeracy, and no direct media impact, rural marketers have come up with a way of convincing rural consumers to buy our products wherein we have created awareness amongst rural market well in advance i.e. before our product is launched. Application or the usage of solar cooker has been presented and demonstrated to rural consumers. Since rural consumers are very reluctant to try anything new we have patiently adopted the method of ‘Developmental Marketing’.

Advertising which is one the most utilised form of mass selling and mass communication, plays a very minor role for our product to be promoted in rural India. It is very crucial for our product Solar Cooker to be known about its usage and various advantages over the existing methods, it cannot afford to leave an information gap which always exists in this form of promotion i.e. advertising.

MASS MEDIA (CONVENTIONAL)

Conventional media includes promotion of a product through Television, Radio, Print, Cinema Theatres, Word of Mouth. Since Solar Cooker is a product which requires a lot of demonstration and presentation we have focused more on Tradional Media (Non-conventional). Though the Word of Mouth method has been effectively utilised by us:

1) WORD OF MOUTH

We have introduced solar cookers to those people in rural areas who can encourage its spread to the people who need it the most. Opinion leaders like school teachers, village headmasters, panchayat head, primary health centre doctors play an important role in the decision making process. We have concentrated on influencing these opinion leaders especially panchayat head because it is he who take decisions for their people and having them say something to the villagers will have a great impact on the promotion and sale of our product. Since one of the featres of a solar cooker is that it is good for health and environment therefore, even the teachers and the doctors have agreed upon our offers and requests to them.

2) WRITE ABOUT IT!

Because of the increasing literacy in rural folk we have encouraged children, headmasters, doctors and a lay-rurul-man to get an article about solar cookers in even small publications. They need not necessarily be a professional writer to get an article. We have convinced publications in rural areas to welcome an articles on joys of solar cooking or instructions for making and using a simple solar cooker.

TRADITIONAL MEDIA (NON-CONVENTIONAL)

Traditional media can be used to market new concept in rural areas. Solar cooker being an absolutely new concept, traditional media’s effective reach powerful input and personalised communication system will help Anmol realise its goals. We have tried to present our advertisements as entertainment so that it goes down easily with the villagers in the follwing ways:

3) PUPPETRY

Puppetry is the most popular form of entertainment available to rural people since decades. It is also an inexpensive activity. Here, we have used the puppets or kathputlis as a medium to express and communicate our idea and the social messages which the use of a solar cooker holds i.e. usage of solar cooker can act as a helping hand in reducing deforestation, a stye of relief for the woman of rural India who face utter hardships in the process for preparing meal for their family’s.

4) DEMONSTRATION

Due to the lack of awareness of our products features, rural customers need product demonstrations. It plays a significant role in raising the awareness of rural customers. We have conducted demonstrations at public events for school children and youth groups. Even informal demonstrations at fields, village panchayats were conducted.

5) HAATS AND MELAS

They are called the weekly supermarkets of rural India. many haats and melas ar held during a year. We have sent our salesmen in these melas to convince the rural crowd to purchase our product by convincing them via demonstrations in the haats and melas.

OTHER EFFORTS UNDERTAKEN BY US

6) TIE-UPS

West and the south of India is a vast area to cover for the promotion of a product. Without our tie-ups with these two agencies it was not possible to do a successful promotion of our product. We made our tie-ups with namely two NGO’s:

a) Development Institute For Rural Women- this institutes was established in 1985 which focuses on empowering young rural and tribal womento become agents og social change through the acquisition of a wide range of skills and knowledge needed to improve the lives of their families, their communities and themselves. Smriti Irani one of the most popular names amongst the urban as well as rural women is helping us with the establishment of the product.

b) SRISTI- Sristi which means ‘creation’ was born in 1993 essentially to support the activities which are directed towards saving our earth i.e.SRISTI. various celebrities are into SRISTI and Respected Mrs. HEMA MALINI has taken the initiative to help us with our product promotion i.e.Surya Kiran. The various spectrum of ‘mission’.

• Promoting environmental education

• Conducting awareness camps

• Safeguarding environment through social mobilization and participation

• Biodiversity & Wildlife conservation

• Promotion of renewable energy

• Various other research activities and movements

7) MARKETING AGENCIES : We have approached various marketing agencies who have palyed a very crucial role in the marketing of our product. The procedure and the working of these middlemen with our company, our customers for our product is specialised. Village BEOPARIS and ARAHATIAS who are also known as commission agents supply essential finances to poor villagers. We have convinced them with our innovative concept of solar cookers so as to get in return their cooperation. They will act as financers for those customers who would go to them for help of purchasing a solar cooker. The financer will in turn get a fixed amount of commission from us for lending money to them for the purchase of our product.

ADD ONS

[pic][pic]

-----------------------
VISION

MISSION

Fuelwood accounts for 15 – 18 % of global energy consumption
– more than nuclear energy and hydro- power combined.

SEGMENTATION

POSITIONING…...

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