help for rural marketing project

[shweta_86]

I need some help for my rural marketing project.. The topic is : Pricing policy in rural markets and success stories of Lifebouy soap and Clinic Plus shampoo...

[prakash_dudes]

hi shweta, nice to see u asking for help, as per my info, clinic plus shampoos introduced sachets or u can call them small packets of 4 to 5 ml (quantity), to introduce their product in the rural market...........................

[ViJiT]

http://www.managementparadise.com/forums/showthread.php?t=4116&highlight=rural+marketing

http://www.managementparadise.com/forums/showthread.php?t=4502&highlight=rural+marketing

[shweta_86]

the link which u sent has a project on launching of a product in rural markets...my topic is pricing policy in rural markets.....

[nehasharmabms]

hey y don u refer to ramkishens book rural marketing
and as far as life bouy goes its a hindustanlevers product and hindustan liver has a project shkti in rural market

[shweta_86]

hey y don u refer to ramkishens book rural marketing
and as far as life bouy goes its a hindustanlevers product and hindustan liver has a project shkti in rural market

Thanks neha....I saw ramkishen's book on RM....the theory is good...But i need information about the success of lifebuoy and clinic plus in rural markets.. how it became successful in RM's because of its low price...I checkd on HLL's website, but didn't find anything....

[vishal_1986]

I need some help for my rural marketing project.. The topic is : Pricing policy in rural markets and success stories of Lifebouy soap and Clinic Plus shampoo...

http://www.indiantelevision.com/perspectives/y2k4/rural_marketing.htm

penetration levels for many categories are almost saturated in the urban market. But if you take commodities like soaps, the rural market is not lagging behind.

For instance, soaps have a 98 per cent penetration level in the urban markets and 70 per cent in rural. That's why the players are using every trick in the book to boost per capita consumption. "That's the only way to grow," says a soap maker.A changing rural customer is what made HLL launch a green Lifebuoy, say industry sources. Being a carbolic soap, the Rs 500-crore red brick offering was used mainly by males.

Lifebuoy Active Green now talks of HLL's favourite gamble -- ingredienting. Hoping to leverage the herbal fad in the country, the soap talks of natural ingredients like tulsi and neem.

In fact, this therapeutic-cosmetic positioning, is what is said to be working for the green Lifebuoy.

"HLL has finally realised that it has to have an innovative brand for the rural market," says a competitor.
And with the rural consumer becoming as discerning as his urban counterpart, the rural market is becoming that much harder to reach.

Lifebuoy's family heath repositioning on hygiene is example of how marketing communication should take into account changing consumer aspirations.

[vishal_1986]

http://www.icmr.icfai.org/casestudies/catalogue/marketing%20communications/CLMC035.htm

http://readbetweentheps.blogspot.com/2006/04/lifebuoy-swasthya-chetna-campaign-for.html

[vishal_1986]

I need some help for my rural marketing project.. The topic is : Pricing policy in rural markets and success stories of Lifebouy soap and Clinic Plus shampoo...

pricing policy in general and part 2 is success storis of these 2...or pricing policy of these 2 products in RM...

[shweta_86]

pricing policy in general and part 2 is success storis of these 2...or pricing policy of these 2 products in RM...
pricing policy in general.....and part 2 will be success stories of lifebuoy and clinic plus...anyways thnx for the links u sent :) I found thm 2 b quite useful