Professional Documents
Culture Documents
T.Y.B.M.S. @ MCC 1
Condom Marketing in Rural Maharashtra
COMPILED BY:
TYBMS-I
RAKESH ADHAV 01
MIHIR ATHA 05
SUNIL BURKUL 08
VISHAL DHADKE 12
ROSHAN KHAN 27
CERTIFICATE
T.Y.B.M.S. @ MCC 2
Condom Marketing in Rural Maharashtra
SIGNATURE
T.Y.B.M.S. @ MCC 3
Condom Marketing in Rural Maharashtra
DECLARATION
ACKNOWLEDGEMENT
T.Y.B.M.S. @ MCC 4
Condom Marketing in Rural Maharashtra
CONTENTS
T.Y.B.M.S. @ MCC 5
Condom Marketing in Rural Maharashtra
1) INTRODUCTION 11
2) SELECTING MARKET 13
3) MARKET INFORMATION 15
4) DEZIRE LTD 17
6) SWOT Analysis 23
7) MARKETING OBJECTIVES 26
8) MARKETING STRATEGIES 27
a) PRODUCT 27
b) PRICE 32
c) PROMOTION 34
d) PLACE 43
10) CONCLUSION 61
T.Y.B.M.S. @ MCC 6
Condom Marketing in Rural Maharashtra
OBJECTIVES
SUMMARY
T.Y.B.M.S. @ MCC 7
Condom Marketing in Rural Maharashtra
development is crucial for the mobilization of domestic
resources and growth of the economy.
METHODOLOGY
T.Y.B.M.S. @ MCC 8
Condom Marketing in Rural Maharashtra
The study is basically conducted to understand the practical
essence of the rural market of India. In classrooms, we talk a
lot about the theoretical concepts on every topic but an
attempt to know how far these concepts get accepted in the
market was the aim of this project.
The project undertaken is a comparison between theoretical
and practical aspect of launching of product in rural area.
QUANTITATIVE ASPECT:-
Primarily, various books on Rural Market were read to know
various features and principles and attitudes of rural people.
Moreover, various magazines were read to know about the
present situation of the Condom Industry in India.
Websites were visited and information regarding the condom
industry, its pricing strategies, the statistical studies made of
these industries was learnt.
QUALITATIVE ASPECT:-
Some rural markets of Maharashtra were visited to study the
present situation and obtain relative information regarding
rural problems, distribution patterns of various brands etc.
T.Y.B.M.S. @ MCC 9
Condom Marketing in Rural Maharashtra
METHODOLOGY
TOOLS
DATA COLLECTION
OUTPUT
INTRODUCTION
T.Y.B.M.S. @ MCC 10
Condom Marketing in Rural Maharashtra
It has created a niche for itself in the market in this time and
is doing sufficiently well.
T.Y.B.M.S. @ MCC 11
Condom Marketing in Rural Maharashtra
Once the operations in Maharashtra are successfully
completed and the company makes a strong foothold in rural
Maharashtra, it will start entering into the other rural markets
in India.
T.Y.B.M.S. @ MCC 12
Condom Marketing in Rural Maharashtra
even after these efforts its population has doubled in the last
30 years.
Maharashtra, one of India’s largest and populous states, has
a population of approximately one hundred million.
T.Y.B.M.S. @ MCC 13
Condom Marketing in Rural Maharashtra
T.Y.B.M.S. @ MCC 14
Condom Marketing in Rural Maharashtra
MARKET INFORMATION
T.Y.B.M.S. @ MCC 15
Condom Marketing in Rural Maharashtra
management of sexually transmitted diseases (STIs)
including the training of health care providers.
T.Y.B.M.S. @ MCC 16
Condom Marketing in Rural Maharashtra
OVERVIEW ON DEZIRE CONDOMS
LTD.
The Dezire brand name was derived from the six principal
attributes of the product – Durability, Excellence, Zeal,
Immunity, Reliability and Enthusiasm The brand name was
registered in 2002.
T.Y.B.M.S. @ MCC 17
Condom Marketing in Rural Maharashtra
The distributors for our products are present at most
strategically important regions around the country from
where our product could reach our targeted markets, i.e. the
urban markets.
T.Y.B.M.S. @ MCC 18
Condom Marketing in Rural Maharashtra
PRESENT MARKET SITUATION
T.Y.B.M.S. @ MCC 19
Condom Marketing in Rural Maharashtra
These included:
T.Y.B.M.S. @ MCC 20
Condom Marketing in Rural Maharashtra
above average profit margins to sellers such as 200 percent
vis-à-vis 30 percent for an Indian brand name.
T.Y.B.M.S. @ MCC 21
Condom Marketing in Rural Maharashtra
SWOT Analysis
A] Company
T.Y.B.M.S. @ MCC 22
Condom Marketing in Rural Maharashtra
STRENGTHS WEAKNESS
OPPORTUNITIES THREATS
B] Product
T.Y.B.M.S. @ MCC 23
Condom Marketing in Rural Maharashtra
STRENGTHS WEAKNESS
OPPORTUNITIES THREATS
T.Y.B.M.S. @ MCC 24
Condom Marketing in Rural Maharashtra
STRENGTHS WEAKNESS
OPPORTUNITIES THREATS
MARKETING OBJECTIVES
T.Y.B.M.S. @ MCC 25
Condom Marketing in Rural Maharashtra
between the products and their markets. It relates to which
product we want to sell in which markets.
MARKETING STRATEGIES
1] PRODUCT
T.Y.B.M.S. @ MCC 26
Condom Marketing in Rural Maharashtra
Brand Name
Condom is the only product that our company manufactures.
And presently Dezire is making a foray into rural markets of
Maharashtra with the brand name ‘Topi’.
Product Portfolio
Thinness
Our Average Condom Thinness Is 0.0027"
We Consider .0019" or less to be "Super Thin" and More
T.Y.B.M.S. @ MCC 27
Condom Marketing in Rural Maharashtra
Sensitive
Length
Our Average Condom Is 7.5" Long.
We Consider 7.75 or Greater to be "Longer" and 7.125" to be
"Shorter".
Length Measurement is taken from Tip to fully rolled base.
Width
Headroom
Product description
T.Y.B.M.S. @ MCC 28
Condom Marketing in Rural Maharashtra
Manufacturing Process
T.Y.B.M.S. @ MCC 29
Condom Marketing in Rural Maharashtra
Topi will be made out of good quality Latex rubber which will
be manufactured at the factory in Tamil Nadu. The
manufacturing process is as follows:
T.Y.B.M.S. @ MCC 30
Condom Marketing in Rural Maharashtra
Packaging
T.Y.B.M.S. @ MCC 31
Condom Marketing in Rural Maharashtra
2] Price
T.Y.B.M.S. @ MCC 32
Condom Marketing in Rural Maharashtra
The price cut-off is as follows:
Product Packagin Wholesal Retail Consumer
g e Price Price Price
Topi 5 pieces 2.90 3.20 4.00
Here, the cost per unit is 46 paise and our total cost is around
2.30. By selling it to wholesaler at 2.90 we are making a
profit of 20%.
Wholesaler makes 10% profit from the retailer by selling the
product at 3.20, and the retailer makes 25% profit on the
product by selling it to consumer at Rs 4.
The maximum price the retailer can charge is printed on the
product package.
T.Y.B.M.S. @ MCC 33
Condom Marketing in Rural Maharashtra
3] Promotion
T.Y.B.M.S. @ MCC 34
Condom Marketing in Rural Maharashtra
• After creating awareness we will be able to know our
market and plan our promotional strategies accordingly
in particular areas.
T.Y.B.M.S. @ MCC 35
Condom Marketing in Rural Maharashtra
• Posters and stickers will be designed in such a manner,
without causing discomfort or embarrassment to any
person.
T.Y.B.M.S. @ MCC 36
Condom Marketing in Rural Maharashtra
Awareness Programme
RMPs are men, who practice medicine, but they are not
certified medical doctors and have no established standards
or practices; the term RMP is a broadly descriptive category
that is nonetheless widely understood and used.
T.Y.B.M.S. @ MCC 37
Condom Marketing in Rural Maharashtra
T.Y.B.M.S. @ MCC 38
Condom Marketing in Rural Maharashtra
T.Y.B.M.S. @ MCC 39
Condom Marketing in Rural Maharashtra
OTHER MARKETING TACTICS – 3 B’s
1] Barbers
2] Bars
T.Y.B.M.S. @ MCC 40
Condom Marketing in Rural Maharashtra
The Bar-owners would also play a pivotal role in the selling of
our products and we would provide him with necessary
promotion materials to boost sales. The selection of bars is
similar to the manner through which the RMP’s and barbers
were identified.
3] Buses
T.Y.B.M.S. @ MCC 41
Condom Marketing in Rural Maharashtra
4] Place
Distribution Channel
T.Y.B.M.S. @ MCC 42
Condom Marketing in Rural Maharashtra
Distribution
Distribution Network
T.Y.B.M.S. @ MCC 43
Condom Marketing in Rural Maharashtra
• The Sales Officer will also keep record for the company,
which include which market was visited, the individual
retail outlet visited, the inventory remaining in the store,
and the record of the sales to that particular store.
T.Y.B.M.S. @ MCC 44
Condom Marketing in Rural Maharashtra
T.Y.B.M.S. @ MCC 45
Condom Marketing in Rural Maharashtra
Nashik:
Sarad Malegaon
Nashik Yeola
Jawahar
Igatpuri
Thane:
Kasa khurd Shahapur
Kalyan
Vasai
Thane
Alibaug:
Panvel
Khopoli
Alibau
g
Kolad
Mhasla Mahad
Ratnagiri:
Dapoli
Chiplun
T.Y.B.M.S. @ MCC 46
Condom Marketing in Rural Maharashtra
Hathkamba
Ratnagir
i
Rajapur
Sindhudurg:
Devgarh
Phonda
Malvan Sindhudur
g
Savantwadi
Kolhapur:
Shahuwadi
Kolhapu Bahubali
r
Radhanagri
Chandgad
Sangli:
Vite
Islampur
Jath
Sangl
T.Y.B.M.S. @ MCC i 47
Condom Marketing in Rural Maharashtra
Satara:
Wai Phaltan
Pingli
Satara
Karad
Pune:
Ojhar
Lonavale Ranjangaon
Pun
e
Narsapur
Baramati
Ahmadnagar:
Shrirampur
Sangamer Nevasa
T.Y.B.M.S. @ MCC 48
Condom Marketing in Rural Maharashtra
Ahmadnagar
Sirur
Kashti
Dhule:
Shahada
Shirpur
Nandurbar
Sakri
Dhule
Jalgaon:
Chopda
Edalabad
Jalgao
n
Parola
Jamner
Bhadgaon
Aurangabad:
Ajanta
Kannad
T.Y.B.M.S. @ MCC 49
Condom Marketing in Rural Maharashtra
Aurangaba
Sivral
d
Paithan
Jalna:
Jafarabad
Jaln
a
Mantha
Wari Godri
Beed:
Gevrai
Majalgaon
Jamkhed
Kaij
Osmanabad:
Bhun Kallam
Yermalla
T.Y.B.M.S. @ MCC 50
Condom Marketing in Rural Maharashtra
Osmanaba
d
Tuljapur
Umarga
Solapur:
Barsi
Tembhurni
Dharampuri
Shetfal
Solapu
r
Pandharpur
Akalkot
Latur:
Chakur
Latu
r
Udgir
Nilanga
T.Y.B.M.S. @ MCC 51
Condom Marketing in Rural Maharashtra
Parbhani:
Hingoli
Jintur
Aundah
Basmat
Parbhani
Pathri
Gangakher
Buldana:
Jalgaon
Nandura
Shegaon
Buldana
Mehekar
Akola:
Akot
Murtajapur
Akola
T.Y.B.M.S. @ MCC 52
Condom Marketing in Rural Maharashtra
Patur
Amravati:
Dharni
Chikaldara Warad
Daryapur Amravat
i
Chandur
Washim:
Karanja
Malegaon
Washi
m
Loni
Yavatmal:
Yavatmal
Darwha
Umarkhed
T.Y.B.M.S. @ MCC 53
Condom Marketing in Rural Maharashtra
Nanded:
Mahur
Hadgaon Chikli
Bhokar
Nande
d
Malegaon
Warsi
Wardha:
Arvi
Wardh
a
Jamb
Hinganghat
Nagpur:
Ramtek
Kondhali
Nagpur Maunda
Buti Bori
Umred
T.Y.B.M.S. @ MCC 54
Condom Marketing in Rural Maharashtra
Bhandhara:
Tumsar Gonda
Bhandhar
a Duggipur
Nawegaon
Pawni
Chandrapur:
Nagbhir
Chimur
Warora Mul
Chandrapu
r
Rajura
Garhchiroli:
Kurkheda
Warsa
Muramgaon
Garhchiroli
T.Y.B.M.S. @ MCC 55
Condom Marketing in Rural Maharashtra
Markhanda
Surjagarh
Repanpali
Sironcha
T.Y.B.M.S. @ MCC 56
Condom Marketing in Rural Maharashtra
T.Y.B.M.S. @ MCC 57
Condom Marketing in Rural Maharashtra
• A summary of costs against budget and actual progress
against the schedules will be prepared for these
meetings.
T.Y.B.M.S. @ MCC 58
Condom Marketing in Rural Maharashtra
• To Break-even within 2 years.
CONCLUSION
T.Y.B.M.S. @ MCC 59
Condom Marketing in Rural Maharashtra
immense knowledge, it is essential that we mention the
immense potential of rural markets to grow and an
opportunity for the industry to explore this market.
BIBLIOGRAPHY
T.Y.B.M.S. @ MCC 60
Condom Marketing in Rural Maharashtra
WEBBILIOGRAPHY
• www.google.co.in
• www.janani.org
• www.durex.com
• www.ksontheweb.com
• www.fhiindia.org
• www.ripnroll.com
FEEDBACK FORM
T.Y.B.M.S. @ MCC 61
Condom Marketing in Rural Maharashtra
s s
RAKESH ADHAV 01
MIHIR ATHA 05
SUNIL BURKUL 08
VISHAL DHADKE 12
ROSHAN KHAN 27
Signature:
T.Y.B.M.S. @ MCC 62