INTRODUCTION

Introducing corn flakes in rural market.

Brand is precisely launched to be consumed by people

in rural areas.

Positioning and placement is done by looking the

geographical and cultural prospectus of the rural
area.

The feelings and likeliness of rural people are also

concerned.
RESEARCH OBJECTIVES
To analyze the present promotion strategy of few
brands in rural markets.

To measure the success of rural marketing campaign

of few brands in Terms of consumer appreciation.

To study the determinants of specification factors

which can decide success of the rural promotion strategy.

To evaluate the effects of adopting the specific

brand ambassadors in the rural marketing context.

To present suffocate on above-mentioned objectives.

 CONTD…
How the people in rural area respond to new
product.

What is the level of distribution channel.

To present suffocate on above objectives.

The product is corn flakes, and it is to be launched
in the rural market.

The brand name is CORNI’S.

It is enriched with high nutrition.

The flavor given is sweet and its crispy, which

is its USP.
CONTD…

Its packaging ranges:50gm,100gm,200gm,500gm,

and 1kg.

The more emphasis is made on the small packages

due to low income factor and hence to make it
affordable.
An average calorie requirement per day for men, women and
children are 1800,1600 and 700-900(bet 10-14age)respectively
(in calories).
Energy content of the CORNI’S corn flakes

CORNI’S per 50g (with 125ml of

per 100g semi-skimmed milk)
Corn flakes

Calories 460Cal 273Cal

Fat 1.4g 2.8g
Sat Fat 0.4g 1.4g
Sugar 8.9g 8.7g
Salt 0.8g 0.5g
ISSUES IN PRICING
 Internal & external factors
 Selecting pricing methods

 Pricing adaptations

 Low price points – Simple packaging – utility

around packaging material
 Highlighting value
Providing affordable and reasonable price:

50gm - MRP.Rs 5.00

100gm - MRP.Rs 10.00
200gm - MRP.Rs 18.00
500gm - MRP.Rs 43.00
1 kg - MRP.Rs 80.00

The 200gm packet is priced such, so that

customer could opt for it and thus consumption can
be increased.
The smallest packet is priced such, that it could
be affordable by everyone without emptying their
pockets. Even the children can sometime buy it
easily.

The more larger packets are categorized in a

context to the big families, seem to be zamindars
and more prosperous farmers who can easily
afford it in the rural areas.
PLACE- RURAL DISTRIBUTION CHALLENGES

 Large number of small markets

 Dispersed population and trade
 Poor connectivity
 Low availability of suitable dealers
 Inadequate banking/ credit facilities
 Poor product display and visibility
 Poor communication of offers and schemes
PLACING OF CORNI’S
Taking care of the issues discussed in previous
slide.

Strengthening the level of distribution channel

level.

Creating stock at the gram parishad level to tackle

frequent demand.
Packaging to me made simple but then such so the
product remain safe.
Making strong relation with the lower level of
distributors too and then rewarding bonus.
LEVELS OF DISTRIBUTION
Level Partner Location

1 Company Depot/ C & FA National/ State level

2 Distributor/ Van Operator/ District level

Super Stockist/ Rural
Distributor

3 Sub Distributor/ retail Tehsil HQ, towns and

Stockist/ sub stockist/star large villages
seller

4 Wholesaler Feeder towns, large

villages, haats

5 Retailer Villages, haats

 POINTS TO CONSIDER.
1) Rural consumer environment must be understood
before the creation of ad.

2) Rural mindset accepts the brands easily, which

are close to their culture. This point must be
reflected in ad for rural markets.

3) Sponsorships to the Melas and Haats must be

considered in a significant manner.

4) Selection of brand ambassadors, lyrics must not

be ignored in this regard.

They have a special liking for folk culture so this can

be taken in an effective utilization of brand promotions.
PROMOTION- ADAPTATIONS FOR RURAL MARKETS

Conventional Non- Conventional Personalised

Television Haat and Mela POS (demonstration, leaflet)

Radio Folk Media( puppet and Word of mouth

magic show)

Press Video Van Interpersonal

communication
Cinema Mandi Animator

Outdoor: Wall Painting,

Hoarding
MELAS & HAATS
Melas
1. 25,000 melas
2. Companies can concentrate on
the top 100 melas
3. Pushkar Mela in Rajasthan
4. Organised by the state
veterinary department
5. Product sales, promotion,
demonstration and database
generation
6. Cultural activities and rural
sports.
Haat
1. Periodic markets located in larger
villages(> 40,000)
2. 4-7 villages can be serviced.
3. Sunday markets are most popular.
4. Along with retailers promoters can
participate in these haats
5. 81 percent of the visitors are repeat
customers.
PROMOTIONAL STRATEGY.

Increasing the brand value by associating

Mr.Amitabh Bachhan as a Brand Ambassador.

Promotional ads to be made on the rural based

scenario and languages.

Paint ad on the walls, and tvc’s are the promotional

media to promote our brand.In both ads
Mr.Amitabh
Ji will be shown as a happy villager.
CONTD…

Providing free cornflakes to people in the beginning

of introduction phase to make aware and attract
towards the product, as a promotional strategy.

Highlighting the product value in a simpler way.

Mainly promoting the product as a nutritional and
healthiest snacks.

Providing a nice ad poster with a 200gm or above

packages.
To conclude
the presentation we would like to say
that introducing CORNI’S in rural market could
have been easy in the absence of any competitor
but it seemed little difficult in the place where
there were no existing customers.

But it can be a success when the research and

4P’s are done properly as we have tried to do it
effectively.