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RURAL SALES AND MARKETING STRATEGIES
Presented By: Rohit Patel (Q 003) Hely Desai (P002) Chandradarshan Jain (P007)
Process of developing, pricing, promoting, distributing rural specific goods and services leading to exchange between
urban and rural markets which satisfies consumer demand and also achieves organizational objectives.
WHY RURAL MARKET ???
Tremendous opportunity Competition in urban markets
Rise in income level Consumption growth rate
Government initiatives Developing infrastructure
Rural Health Care In INDIA.mp4
Rural scenario
About 70% of the population resides in villages
Only 30% have access to quality medicines
Rural pharma industry constitutes to only 21% of total pharma market
Dominated by acute and ineffective therapy segment
Poor healthcare infrastructure
Doctor patient ratio in rural areas is 1:20,000 as compared to 1:2000 in urban areas
The WHO norm is 1:250
Doctors are not adequately qualified,(BHMS, BAMS,)
Dominance of hakims, tai’s and bhagats
FactorsAffecting Rural Marketing
Population
Income
Awareness
Literacy rate Language barriers
Challenges
Thinly populated market
Reliance on local chemists and hakims
Lack of adequately qualified doctors
Unavailability of skilled forces
Lack of communication
Lack of storage infrastructure
Poorly educated rural people
No awareness regarding ailments
MARKETING STRATEGY Availability
AwarenessAcceptability
Affordability
Focus on separate division Availability at primary health centers
EducationTraining
NGO’s and self help groupsPooled warehouse
MASTER STEPS
RURAL PERFORMANCE MATRIX
The degree to which rural markets are strategically important to a company’s growth agenda and the level of innovation characterizing the business
CASE-STUDIES
ELVISTA
Spread its network to villages, town, sub-urbans
Dedicated force of 750 in 2012
Investment in Rs 40 crores
Targets anti peptic ulcerants, anti malarials, anti infectives, NSAIDS, quinolones, cough preparations, etc.
launched with the support of 16 brands like Eldervit injection
ELVISTA
AROGYA PARIVARImproving health at the bottom-of-the-pyramid
To improve healthcare access for the under-served poor located at ‘bottom-of-the-pyramid’
using social-business approach
Mission
Social business model
Referral Cards
HEALTH EDUCATION
Health Campswith city doctors
CommunityMeetings
SOCIAL
Drug compliance
DistributionCollection
Doctors Education, vaccination
Medicine supplies
AVAILABILITY
BUSINESS
Arogya Parivar? A social business model to improve health in rural India.mp4
PIRAMAL eSWASTHYA
Mission & Vision
To provide reliable primary healthcare services at people’s doorsteps in the very remotest villages of rural India
Piramal eSwasthya
Founded in March 2008 (40 pilots)
Started at Bagar, Bissau, Khatu, B’haleri (Rajasthan), Thirupathur (TN)
By April 2010, Treated over 25,000 patients, backend call center in Mumbai, MDS with capacity of 10,000 villages
Starting the Pilots (Rajasthan)
• Women were selected as frontline providers
• Flat salary Rs.1,500/-• Spoke to village Sarpanch and
other key male figures• Publicized using loudspeaker• Distributed pamphlets to people
gathered• Selected candidates for PSS
(Piramal Swasthya Sahayikas) and trained them in basics.
The Model
VillagesPSS Mobile
Phones Medical Kit
Mumbai Call CenterDoctor’s ApprovalDiagnosisReferrals
o SEWA is run by women themselves. o It involves coordination and collaboration with government health services for
immunization, micronutrient supplementation, family planning, tuberculosis control and referal care at public hospitals, dispensaries and primary health centers.
Community Based Care for MDR TB
Youth Peer Educators (YPEs)
Community based awareness and Prevention Program, Gujarat
Prayas is an evolving model that was piloted in May 2009.
Aims to bridge diagnosis treatment gap by facilitating training sessions for ‐rural doctors and provide quality medicines at affordable prices
Conducted 554 workshops and three modules on respiratory diseases during the pilot phase for over 3,200 doctors across Bihar, Uttar Pradesh and West Bengal
They used mentor-mentee model
Saath 7
India’s longest running patient support program in diabetes management
Aim of the program is to understand the needs of the patients, and then communicate relevant information to them and their caregivers using the medium they prefer
Impact: Offered counseling services to over 167,000 patients
Sewa Rural
Associated with SEWA Rural hospital for blood sugar level testing of the local community.
Impact: Benefitted 10,965 patients since 2012
Base of the Pyramid Project
The purpose is to increase access to diabetes care for the working poor as well as provide value to the business
Currently running in Nigeria, Ghana, Kenya and India.
In India, the BoP project is currently running in the state of Bihar.
Collaborating with the Accredited Social Health Activist (ASHA) workers
Role of the ASHA workers is to support people in managing their diabetes and give advice on healthy living.
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