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8/2/2019 Understanding Bottom of Pyramid
1/19
Click to edit Master subtitle style
4/16/12
Understanding Bottomof Pyramid
Presented By:
-Mr. Divyesh Butala
MBA Agri. & Food Business (A1403110002)
- Abhishek Shukla(Faculty Guide)T & P In-Charge, AIOA
-Mr. Y J Bhrambhatt
(Industry Guide)Sr. Manager, Legal &
Marketing Dept., SabarDairy
Guides:
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Introduction
Rural Marketing
Current scenario of Indian Market
NCAER(National Council of AppliedEconomic Research) report 2009
Lower Middle Income Group
(2Urban=Rural population) Total 41% of Indian middle income group
population
58% of total disposable income
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Objective
Deterring Marketing strategy forAMUL products in rural area ofSabarkantha District
Which is further divided in following
part To examine how milk and milk products
are used in rural area of Sabarkanthadistrict.
To identify consumers attitudes towards
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Research Approach
For understanding consumptionpattern of milk and milk products,And for indentify effective
promotional media in the area, directquestions were asked.
For opening of New Amul parlour, wehave arranged meetings with DCSSecretary, Chairman and some
decision maker members, to discuss
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Research Approach Cont.
For understanding Attitude towardsAMUL Products
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Research Design
Research design:- Conclusive, Cross-Sectional
Information Needed:- for village, forpopulation
Data collection: Secondary, Primary
Data Collection Instrument:- Questioner Data Source:- Secondary, Primary
Scaling technique
http://var/www/apps/conversion/current/tmp/scratch2208/Questionnaire.pdfhttp://var/www/apps/conversion/current/tmp/scratch2208/Questionnaire.pdf8/2/2019 Understanding Bottom of Pyramid
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Secondary Data Analysis
Case-1
Impact of Emotional Attachmentbetween Children and Parents inRural Market: A Case Study of
Children and Parents in Purchase ofFMCG
From: - Pranjana Vol 12, No 2, Jul-
2 Case-2
Rural Marketing
From: - SIES Journal of Management,September 09 -March 2010, Vol.6 (2):104-111
-
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Primary data Analysis &findings
Analysis on SPSS 2009
Divided in 5 part like following
1st part contains analysis of Samplesdemography,
2nd part contains analysis of samplesawareness level,
3rd part contains analysis of SamplesConsumption pattern,
4th part contains analysis of effectivemedia to interact with sample and
Analysis
http://var/www/apps/conversion/current/tmp/scratch2208/primary%20data.pdfhttp://var/www/apps/conversion/current/tmp/scratch2208/primary%20data.pdfhttp://var/www/apps/conversion/current/tmp/scratch2208/primary%20data.pdf8/2/2019 Understanding Bottom of Pyramid
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Major issues to beaddressed
To create awareness about benefitsof pasteurizes milk over normal milkavailable at village level between
rural consumers.
To create fully awareness aboutproduct range of AMUL.
effective media platform
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-awareness about pasteurize
milk Based on secondary data AnalysisWe found that in purchasing ofFMCG products, school/college
going teenager have significantimpact on their parents buyingdecision.
So to create awareness at local levelwe can arrange school trip to dairyplant and make them aware about
pasteurize milk.
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To create awareness aboutAmul product range
To create awareness about AMULsproducts range we can use somecheap media
Like:-
Wall paintings,
Advertisement on Electricity Billwhich have assured access to rurallevel,
Posters and stickers on local buses,
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Promote AMUL products inrural area
According to the survey most ofpeople like to watch local cricketmatch
AMUL should organize a local cricketmatch To promote products in ruralarea
From the study we also found thatmajor part of the population like toread Divyabhaskar, so as print
media Divyabhaskar should be
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Target of Appointing NewAPO
Discussed point
Benefits to village
All AMUL products will be available atvillage.
All products will be available atmaximum retail prise.
Convenient for those who dont havecooling facility at home.
Convenient for tea Stalls.
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Target achieved
Target is not achieved in given time.
Reasons
Very thin margin percent is discouraging
factor. Some villages are very near to nearby city so
most of demand is satisfied by that city.
During monsoon demand will be less, so willopen in next summer.
In some villages secretary is not at allinterested to open APO.
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Suggestion
Loan or subsidy should be given forrefrigeration facility.
Some scheme should be given to DCSfor creating healthy Competitionbetween DCSs.
One meeting at Dairy should beorganized, which will be more impact
full Meeting with existing APO holder
should be organized.
We should approach to DCS between
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Limitation and Caveats
Total no. Of respondent 362. limitedresources.
Malefemale ratio unbalanced. All the female respondent are from
same age group, there is not any
female student respondent. In one question most of respondent
have responded they like to watch
local cricket match, these localmatches are onl or anize durin
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Reference
Websites:
http://www.fao.org/docrep/009/J7927e/j792
http://en.wikipedia.org/wiki/Dairy_farming http://web.ebscohost.com/ehost/detail?sid=
http://www.fao.org/docrep/009/J7927e/j7927e09.htmhttp://en.wikipedia.org/wiki/Dairy_farminghttp://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://en.wikipedia.org/wiki/Dairy_farminghttp://www.fao.org/docrep/009/J7927e/j7927e09.htm8/2/2019 Understanding Bottom of Pyramid
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Books:
Principles of Marketing by PhilipKotler
http://books.google.co.in/books?id=cRsx
Marketing Research:- by Naresh KMalhotra
http://books.google.co.in/books?id=-_qg
Marketing Research Kit for Dummies:b Michael R H man & erem . Sierra
http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://web.ebscohost.com/ehost/detail?sid=b322ceb6-52dd-4a01-ad4e-e713f3386fcb@sessionmgr15&vid=1&hid=24&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ==http://books.google.co.in/books?id=cRsxku7O06UC&pg=PA228&dq=marketing+management+south+asian&hl=en&ei=riYTTpUQguutB9aglIgE&sa=X&oi=book_result&ct=result&resnum=7&ved=0CEkQ6AEwBghttp://books.google.co.in/books?id=-_qgAowhVZgC&pg=PA926&dq=marketing+research+naresh+k+malhotra&hl=en&ei=ZSUTTvu6GMTmrAfz7MGHBA&sa=X&oi=book_result&ct=result&resnum=6&ved=0CE8Q6AEwBQhttp://books.google.co.in/books?id=-_qgAowhVZgC&pg=PA926&dq=marketing+research+naresh+k+malhotra&hl=en&ei=ZSUTTvu6GMTmrAfz7MGHBA&sa=X&oi=book_result&ct=result&resnum=6&ved=0CE8Q6AEwBQhttp://books.google.co.in/books?id=cRsxku7O06UC&pg=PA228&dq=marketing+management+south+asian&hl=en&ei=riYTTpUQguutB9aglIgE&sa=X&oi=book_result&ct=result&resnum=7&ved=0CEkQ6AEwBg8/2/2019 Understanding Bottom of Pyramid
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Thank you