Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
09 - Jai Desai 16 - Furquan Deshmukh 22 - Zahan Irani 25 - Pritpal Khokar 35 - Smilie Misquitta 40 - Joshua Nagawkar 48 - Shraddha Patel 59 % of consumer durables sales come from rural market Consumer Durables market size is 500 million (in Rs.) Consumer Durables Growth Rate (in %) Rural Marketing association of India - RMAI survey 2009 White goods, Brown goods and Consumer electronics NCAER : National Council of Applied Economic Research, India Group I ( Low Price, <Rs. 2,000) Group II ( Medium price,Rs.2,000-8,000) Group III (High price, Rs. >8,000) Pressure cooker Black & white TV Color TV Bicycle Geyser Scooter, motorcycle Wristwatch Sewing machines Refrigerator Radio / transistor Vacuum cleaner Washing machine Ceiling, table fan Two-in-one stereo Music system Walkman Mixer grinder Car, Jeep Problem Areas Need Scarcity of power supply Alternate energy source Voltage fluctuation Product designed for it Consumer are not technology driven Functional product Low disposable income Affordable product 58 % house are semi-permanganate or temporary Easily moveable products Low awareness level Information, education Decision takes longer time Continues relationship Manufacturer & Supplier of Solar Lighting System Mission – To reach out to Households world over without access to modern electricity Board of Directors – Experienced Solar and Electronics Specialist Aishwarya – World’s most affordable and reliable Solar Lamp Awards – Ashden Light Award also known as Green Oscar Geographical Population less than 5,000 Humid area Socio Economic Group R1 - Landlords, Zamindar’s R2 - Rich farmers with 5+ acres of land R3 - Average landholding of 2-5 acres R4 - Agricultural labourer Group I • Own fan’s • 16 hrs. electricity • Generator or invertors Group II • Own fan’s • 12 hrs. or less than 12 hrs. electricity Group III • Don’t own fan’s • Can’t afford or No electricity • • • • • • Functional, Affordable, Acceptable Easily movable Maintenance free, easy cleaning… Durable - rough and tough Reliable Product with Low dependency on electricity “Product which I really need and which I can buy” AISHWARYA AISHWARYA FANS Specifications Attached rechargeable Battery is built-in 12V/500mA Fan motor power consumption - 3.3 W Diameter - 9" No. of blades – 4 Product Features The solar panel transforms sun light into DC electricity, and recharges the battery The battery can also be charged using the normal AC power. Works continuously up to 4 hrs (at max. fan speed) and 10 hrs (at min. fan speed) Charged by strong sunshine for 3-5 hours, fan can work about 10 hours Step-less speed regulation, over-charge and discharge protection and oscillation feature. Long lasting, energy-saving motor that can run 1800 rpm AISHWARYA AISHWARYA PANKHE Har Ghar Ke Liye… AISHWARYA AISHWARYA • • • Affordable (Long Lasting) Available for use without Electricity Portable to fit in Any House Cost Customer Value Pricing Price Range from of Rs. 999 – Rs. 1499 More than Competition : Added Value Quality-Price Relationship (value for Money) Payment Terms : - Full Payment - Mortgage through money lenders: Rs 400 x 4 installments (per quarter) Training provided to the Technicians / Dealers for repair services Repair within Warranty would be Free Up to 3 postcards with the dealer / technician address provided along with product The Technician will visit the Location All the details will be updated during the sale of the Product Factors influencing Distribution Network Design ▪ ▪ ▪ ▪ Inventory of Stock Transportation of Goods Facility & handling Information Manufacturer Dealers (Bulk Purchases) Retail Shops Customer People move out to cities/towns for employment Source of Income Decision makers / Buyers City Targeted - Mumbai Books the Order Customer Distribute Makes Payment Order Sent to Dealer Start in Jan 2010 1st stage launch in locations in AP / Gujarat 2nd Major Parts of India Communication and promotion focus on Create Product Awareness Educate people for solar benefit Get feed back Local or regional approach “Different need, different approach to provide solution ” Education level, Awareness level Different languages Different region may have different motivation to buy Example: Bihar – affordable, Gujarat – savings Identification of opinion leaders and influencers To understand how new product is perceived by customer To address user queries or question One way communication Two way communication • Creating brand awareness • Wall painting • Radio - ads • • • • • • Creating product awareness, feed back, sales Post card Demonstration Free trial NGO’s Sponsorship’s Aishwarya Fans Radio Ads Wall painting Educate postman about product Give him postcard of product Give incentives for distribution He will explain product while distributing postcard “Khush khabari hai, bina bijali ka pankha aya hai” Aishwarya Fans Mela, Haat, Mandi, Panchayat Meetings Opportunity to identify opinion leader It will help in understanding customer psyche Ask people to search for electricity wire or connection and explain how it works without it. Better Connect with Rural Market Spread Network due many projects Trust worthy Source for promoting Marketing can be targeted via Bulk Purchase Offer Identify people who can’t afford to pay Rs. 1500/- at once Ask them how much they can save per day, eg. Rs. 25 Give them Gullak (piggy bank) In two months they can buy an Aishwarya Fan Identify potential buyer Opinion leader or influencer Bhajan mandali, Meeting center, Celebration Give it for a two day trial or One week trial Sponsor it as prize Wrestling events, Bullock cart Races Promote the Brand to audiences from different villages Word of Mouth