The document discusses marketing strategies for voltage stabilizers in rural markets in India. It notes that rural markets are growing in purchasing power and represent an untapped opportunity for companies. The strategies proposed include segmenting rural markets based on factors like income, infrastructure and competitors; developing affordable pricing models; establishing a widespread distribution network through local shops and service centers; and promoting the product through local language advertising on TV, radio and outdoor displays.

1. MARKETING OF VOLTAGE STABILIZERS IN RURAL MARKET SUBMITTED BY: MOHIT AGARWAL (8101) NIRAJ CHOHAN (8111) ARVIND GUPTA (8123) SUNIL SINGH (8155) GAUTAM UDHWANI (8158) JYOTI PANCHMATIA (8199) PROJECT ON MARKETING STRATEGY FACULTY : Prof. VIKAS RAI

2. WHAT MAKES RURAL MARKETS ATTRACTIVE? FMCG 65000 crore Consumer Durables 5000 crore Agri-inputs (incl. tractors) 45000 crore 2/4 Wheelers 8000 crore

6. RURAL INCOME DISPERSAL PROJECTION All figures in % Consumer Class Annual Income 1995-96 2006-07 Very Rich Above Rs 215,000 0.3 0.9 Consuming Class Rs 45,001- 215,000 13.5 25.0 Climbers Rs 22,001- 45,000 31.6 49.0 Aspirants Rs 16,001 - 22,000 31.2 14.0 Destitutes Rs 16,000 & Below 23.4 11.1 Total 100.0 100.0

7. DISTRIBUTION OF VILLAGES 17% of villages account for 50% of rural population & 60% rural wealth Hardly any shops in these 2.2 lac villages *The total number of villages include uninhabited ones adds upto 638,365 Source: Businessworld Whitebook, 2005 Population No of villages % of total villages Less than 200 92,541 15.6 200-500 127,054 21.4 501-1000 144,817 24.4 1001-2000 129,662 21.9 2001-5000 80,313 13.5 5001-1000 18,758 3.2 Total no of villages* 593,154 100.0

8. DISTRIBUTION OF TOWNS IN INDIA 90 % of durables purchased by rural people are from these 1900 towns Source: Businessworld Whitebook, 2005 Town Class Population No of towns (2001) Literacy (%) Class I 1 lac and above 423 82 Class II 50,000-99,999 498 79 Class III 20,000- 49,999 1386 77 Class IV 10,000- 19,999 1560 76 Class V 5,000- 9,999 1057 76 Class VI less than 5000 237 80 Total no of towns 5161 80

12. VOLTAGE STABLIZER POWERLINE Vs 5000 Vs 500

15. 4P’S OF MARKETING OF VOLTAGE STABILIZER

18. REPORTED STATUS OF RURAL ELECTRIFICATION

19. PLACE AGRICULTURE INCOME INCOME LEVEL POPULATION COMPETITORS INFRASTUCTURE ELECTRICITY FACTORS CONSIDERING SEGEMENTATION AND TARGETING

24. AVAILABILITY OF DISTRIBUTION CENTERS' AT EVERY CENTRAL LOCATION (SALES AND SERVICE INFRASTRUCTURE)

27. LOCAL RESOURCES OF ADVERTISING