ASSIGNMENT

OF RURAL MARKETING ON
EVEREADY TORCHES

SUBMITTED BY SUBMITTED TO
MOHD ASHAD HITESH JHANJI Mr.

ROLLNO- RT1901B43 REG. NO- 10901750 PROGRAME CODE-: 194

LOVELY PROFESSIONAL UNIVERSITY JALANDHAR PUNJAB

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TABLE OF CONTENT TOPIC.............................................................PAGE N.

1) INTRODUCTION OF EVEREADY INDUSTRIES..............3 2) INTRODUCTION OF EVEREADY BATTERIES...............4 3) OBJECTIVE OF THE STUDY...............................................5 4) SOME FACT ABOUT THE MEGHALAYA RELATED TO MARKETING MIX..................................................................6 5) EXPLANATION OF MARKETING MIX.............................8 6) ANALYSIS OF MARKETING MIX.....................................12
7)

REFERENCE...........................................................................16

1* INTRODUCTION OF EVEREADY INDUSTRIES

Ask any Indian consumer to name a Battery and the first brand that comes to mind is Eveready. Not just among batteries, Eveready is a powerful brand across categories. Eveready has a portfolio comprising dry cell batteries (carbon zinc batteries, rechargeable batteries and alkaline batteries), flashlights (torches), CFLs (Compact Fluorescent Lamps) and packet tea. Recently it has also forayed into the mosquito repellent industry. Evereadys strength is the result of a continuous and well-orchestrated brand development strategy that maximizes the value from each consumer touch-point. Is the iconic urban face of Eveready. The advertising by line of the popular Red series of batteries, it is today symbolic of the empowered urban lifestyle that the brand reflects. The original, path-breaking campaign won as many as 11 advertising awards. The current television commercial on Eveready Ultima, which has explored and demonstrated the technique of light painting (through the TVC) has been very well received and is a one of its kind commercial in the entire batteries segment.
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The unmatched consumer confidence is also reflected through the various accolades that the company has got over the years. Few highlights have been listed below:

In the Confederation of Indian Industry (CII)s Brand of the year 2005 shortlist, Eveready made the top ten finalists list, along with brands like Nokia, HP, Titan, Dabur and five other Hindustan Lever Brands As per AC Nielsen, Eveready stood 7th among all FMCG companies in terms of growth in the year 2004-2005. The Economic Times Brand Equity survey of Brands by Sales, April 2004, put Eveready at no. 22 across brands in all categories. Scores in the CII survey done by the independent brand consultancy Vertebrands, show Eveready scoring a near-perfect 99% total awareness among Target Consumers. As per Vertebrands survey, on a 10-point scale, Eveready scored 8 on popularity and 7.7 on contemporariness. Of all consumers surveyed, 41% called it The Only Brand for Me. In the AAUTS (Awareness,Attitude,Ushership Tracking Study ) conducted by AC Nielsen in the year 2007-2008 , Eveready emerged with a Brand Equity of 7.5 out of 10 and the nearest competitor came up with 3.7. The same study by AC Nielsen showed Eveready having 45% market share vis a vis its nearest competitor having 30% (2007-2008)

2* INTRODUCTIONS OF EVEREADY TORCHES

There are six different product mix of Eveready torches i. ii. iii. iv. v. DigiLED torches DigiLED plus Brass torches Aluminium and plastic torches Rechargeable torches

Eveready recently introduced a whole new category of torches. These torches use highly power efficient LEDs in place of the incandescent bulbs. The long life LEDs, the superior quality lens & the Eveready expertise put together give the consumers an excellent torch with a focused bright white beam of light. It also launched Rechargeable torch.

3* OBJECTIVE OF THE STUDY

To develop a marketing mix plan for Eveready torch in Meghalaya state ( Urban and Rural )

To analyse marketing mix plan in Meghalaya state.

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4* SOME FACT ABOUT THE MEGHALAYA RELATED TO MARKETING MIX

Meghalaya is a state in North Eastern India. The word Meghalaya literally means abode of clouds in Hindi and Sanskrit. Meghalaya emerged as an Autonomous State on 2nd April 1970 and as a full-fledged State on 21st January 1972 which marked the beginning of a new era in the geo-political history of North Eastern India. The state is bounded on the north by Assam and by Bangladesh on the south. The capital city of Meghalaya is Shillong. Year of formation Latitude Longitude Area Population Male population Female population Capital Districts Literacy Forest Area Average Rainfall 1972 20 1' N & 26 5' N 85 49' E & 92 52' E 22,429 Sq. Km 2,318,822 persons 1176087 1142735 Shillong 7 62.7% (2001 census) 8,510 Sq. Km 1200 cm per annum

Temperature Average 18-20 C

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Highest Point

Shillong Peak (1965 m)

Principal Languages Khasi, Garo and English Time zone IST (UTC+5:30)

WHY THIS ANALYSIS?

WE SET DIFFERENT MARKETING PLAN FOR URBAN AND RURAL OF MEGHALAYA STATE. NUMBER OF DISTRICTS................................................7 NUMBER OF VILLAGES MORE THAN......................100 LANGUAGE..................................................................... KHASI GARO AND ENGLISH POPULATION...........................................................................2318822 PERSONS PER CAPITA INCOME.............................................................15983 (2002-03) Source http://sampark.chd.nic.in/images/statistics/SDP2005R5.pdf

BEFORE SET A MARKETING PLAN WE FIND THAT MEGHALAYA STATE IS A ABODE OF CLOUDS AND AVERAGE RAINFALL IS 1200 CM PER ANNUM AND TEMPERATURE IS 18-20 DEGREE CENTIGRATE AND HUMADITY IS VERY HIGH SO WE FIND THAT THERE ARE TWO TYPES OF TORCHES IN EVEREADY ONE IS METAL OR ALUMINIUM OND OTHER IS PLASTIC SO METAL IS VERY SENSITIVE RELATED TO WATER AND RUST AND INDIAN CONSUMER IS PRICE CONCIOUS AND THEY WANT TO LONG LIFE OF A PRODUCT SO WE SET A MARKETING PLAN TO KEEP THIS THING IN MIND SO WE WILL FOCUS ON PLASTIC TORCHES AND RECHARGEABLE TORCHES IN MEGHALAYA CITY AND VILLAGES THAT THEY WILL GIVE LONG LIFE IN CASE OF HUMADITY ENVIRONMENT. AT THE SAME TIME WE REQUIRED ALL INFORMATION BEFORE SET A MARKETING MIX PLAN LIKE COMMUNICATION COMPETITOR DISTRIBUTION CHANNEL AND PESTL INFORMATION ABOUT THE CITY AND VILLAGES OF MEGHALAYA STATE.

5* EXPLANATION OF MARKETING MIX

Elements of the marketing mix are often referred to as the "Four P's":

Product - It is a tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.

Price The price is the amount a customer pays for the product. The business may
increase or decrease the price of product if other stores have the same product. Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations,
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personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Any organization, before introducing its products or services into the market; conducts a market survey. The sequence of all 'P's as above is very much important in every stage of product life cycle Introduction, Growth, Maturity and Decline.

Extended Marketing Mix (3 Ps)

More recently, three more Ps have been added to the marketing mix namely People, Process and Physical Evidence. This marketing mix is known as Extended Marketing Mix.

People: All people involved with consumption of a service are important. For
example workers, management, consumers etc. It also defines the market segmentation, mainly demographic segmentation. It addresses particular class of people for whom the product or service is made available. Process: Procedure, mechanism and flow of activities by which services are used. Also the 'Procedure' how the product will reach the end user. Physical Evidence: The marketing strategy should include effectively communicating their satisfaction to potential customers.

Four Cs in 7Cs compass model

A formal approach to this customer-focused marketing mix is known as the Four Cs (Commodity, Cost, Channel, Communication) in 7Cs compass model. Koichi Shimizu proposed a four Cs classification in 1973. This system is basically the four Ps renamed and reworded to provide a customer focus. The four Cs Model provides a demand/customer centric version alternative to the well-known four Ps and four As supply side model (product, price, place, promotion) of marketing management. The Four Cs model is more consumer-oriented and attempts to better fit the movement from mass marketing to symbiotic marketing.
1.

Commodity:(Original meaning of Latin: Commodus=convenient)the product for

the consumers or citizens.a commodity can also be described as an raw material such as; oil,metal ores and wheat, the price of these tend to change on a daily basis, due to the demand and supply of these commodities. 2. Cost:(Original meaning of Latin: Constare= It makes sacrifices)producing cost, selling cost, purchasing cost and social cost. 3. Channel:(Original meaning is a Canal)Flow of commodity : marketing channels.
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4.

Communication:(Original meaning of Latin:Communio=sharing of meaning)

marketing communication : It doesn't promote the sales.

(Framework of Cs compass model)

(C1): Corporation and competitor : The core of 4Cs is corporation and organization, while the core of 4Ps is customers who are the targets for attacks or defenses. (C2) : Commodity, (C3) : Cost, (C4) : Channel, (C5) : Communication (C6) : Consumer (Needle of compass to Consumer)

The factors related to customers can be explained by the first character of four directions marked on the compass model: N = Needs, W = Wants, S = Security and E = Education (consumer education).

(C7) : Circumstances (Needle of compass to Circumstances )

4AS IN RURAL AREA

Normally we use 4ps in marketing mix but in rural India we using 4as instead of 4ps marketing mix Each Company is making their way to Rural India. Most of them have studied the market and Analyzed the things over there and ready to fight at Rural India. There are some of the companies which have already written their success stories in Rural market. Companies like HUL, ITC, LG, Mahindra have given a new format for rural marketing. They have done a great job. So, the marketing is always have the difference in Urban and rural, which makes the companies to think over the Marketing mix. Marketing mix is such an element in rural market which gives the sense to think of marketing activities. This 4A model is similar to the 4P model of Marketing mix, the difference it shows is main streamline and Rural Market. 4A perceived to be more customer oriented. The 4A's are Affordability, Availability, Awareness, and Acceptability.

1. Affordability: Here Affordability does not mean that cheaper products should me made
and marketed, the meaning is to reach the customer by satisfying their needs. The designing of the product should match the needs of the customer. The Customer should not think that they cannot buy it, that means it should be in their buying capacity. The income earned in rural markets is from different ways , so by keeping this in mind most of the companies should design the product in such a way that it reaches the customer.
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2. Availability
: The greatest problem in the rural market is to reach the customer or retailer. Its the logistics way to make the product available there . Once it reaches the retailers shelf then there will not be any problem. This is because there will be lesser number of brands available at market and the Influence or image/ Relationship of the retailer makes the difference. The companies should work out to reach the customer in time. Most of the products are promoted well but by the time it reaches the customer it gets late. So reaching the market should be considered.

3. Awareness: The Awareness program should be in such a manner that it should reach the
customers mindset. The main way of reaching the customer is through the commercials on media like TV, Radio and Outdoor . The awareness programs should be conducted at the area ( Junction) where the village heads meet or in other way the meeting place at the villages. The awareness program should be in such a way that it should contain some message to the audience, there should be some concern for them and their place. The promotional activities should be good in the local language. Apart from this there are some things which the company should think of, such as Colour of the product, Packaging , logo and slogan so on. This should be in such a way that by looking at the product only the customer should feel that they can go for that , and they should be in such a position to differentiate the product form the copy cat one.

4. Acceptability: The most important theme of Marketing Mix is Acceptability. The

customer should think that they can buy the product by putting an extra money on that. They should feel that the product is designed as per their needs and it should deliver a great solution to the customer. They should think that the product gives some value to them , and it should serve the purpose what they are planning to buy for. The customer should feel the comfort with the product and there should not be any hesitation to go for it. So, by these four components of Marketing mix the company can reach the rural market. The companies which have worked it well they have done their best in the rural market. The companies like LG and HUL have changed the dynamics of rural market. So it is important for the companies to think on their marketing mix and make a competitive analysis to go for the market .

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6* ANALYSIS OF MARKETING MIX IN URBAN AND RURAL MEGHALAYA

Marketing mix analysis is a fundamental step towards effective strategy. Where other analysis are more related to environment and feasibility analysis, the 4 Ps of marketing including the product itself, pricing, placement and promotion are the four wheels of the vehicle on which the path of an organisation's marketing success is actually dependent.

Product Our product is Eveready torches

There are six different product mix of Eveready torches DigiLED torches DigiLED plus Brass torches Aluminium and plastic torches Rechargeable torches

i. ii. iii. iv. v.

And in different category of these product mix so here are more than 50 model of torches in Eveready. Some different model of Eveready torches

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Price The price is the amount a customer pays for the product. The business may
increase or decrease the price of product if other stores have the same product. If talk about price in Eveready price range is Rs. 90 to Rs.525 so this price show that it can afford any customer Rs. 90 is very low and price conscious customer can afford this price and it price is very good against the competitor and other price range is 90, 100, 130, 150, 170, 195, 225, 250, 260, 270, ( 290 rechargeable) 310, 525

Place Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Eveready has a wide distribution network all over the country with 15 branches, 40 godowns and 4,000 distributors. Our products are available at grocery, general provision, music, electrical, hardware, stationery, gift /novelty stores, at the chemists shops and at photo
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studios and printing centres. So much so, that many of our products are even available at the paan and cigarette shops. According to AC Nielsen, Eveready batteries are available in 3.3 million outlets out of a total universe of 7.3 million FMCG outlets. The distribution structure extends coverage out to 5000-population villages. The company employs a strong sales force so that they can operate the extensive sales network successfully.

Promotion represents all of the communications that we use for Eveready torches
in the marketplace through four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

IN RURAL AREA we specially use different promotion technique like natak nautanki drama and we promote our product in haats mela and in mandi also where we find rural consumer.

Extended Marketing Mix (3 Ps)

More recently, three more Ps have been added to the marketing mix namely People, Process and Physical Evidence. This marketing mix is known as Extended Marketing Mix.

People: All people involved with consumption of a product and service are
important. For example workers, management, consumers etc. It also defines the market segmentation, mainly demographic segmentation. It addresses particular class of people for whom the product or service is made available. So our target consumer is rural and urban people and we find that in Meghalaya state there are 7 districts and more than 100 villages so we segment the market at the base of geographic and demographic if talk about demographic it is related to price and product and Eveready have different product category and (more than 50 model) and price (90 to 525) so it capture all segment Eveready made its product in a broad range and follow the come and select your choice principle. Process: Procedure, mechanism and flow of activities by which product and services are used. Also the 'Procedure' how the product will reach the end user. Eveready has its manufacturing units spread all across the country in order to maximize logistical efficiency and reduce time-to-market. The Companys state-ofthe-art manufacturing units are located in Kolkata, Noida, Uttaranchal, Chennai, Lucknow and Maddur. The company has high-speed manufacturing units, both for batteries and flashlights, with in-house facilities for metal flashlights along with a
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fully automated injection-moulding set-up for plastic flashlights. Eveready also has a full-fledged machine design group at Chennai with capabilities of making specialpurpose machines for both captive consumption and customer-specific requirements. The manufacturing units of Eveready are ISO 9000 and ISO 14000 certified. Eveready has a sophisticated R& D laboratory for design and testing of batteries. The laboratory is NABL accredited. The company also has its own flashlight design and development unit with the latest computer aided design facility. So i covered this statement through distribution channel from point of origin to point of consumption Physical Evidence: The marketing strategy should include effectively communicating their satisfaction to potential customers. We communicate our consumer in urban area through different medium like survey questionnaire online discussion etc and take their feedback regarding to Eveready torches. IN RURAL AREA we specially use different communication technique like advertising, public relations natak nautanki drama and we communicate our consumer in haats mela and in mandi also where we find rural consumer and take their feedback regarding to Eveready torches.

4AS IN RURAL AREA

Normally we use 4ps in marketing mix but in rural India we using 4as instead of 4ps marketing mix

I HAVE ALREADY DISCUSSED 4PS AT THE BASE OF RURAL INDIA MENTION ABOVE. BUT I HAVE DESCRIBING 4AS ALSO

1. Affordability:
Eveready torches make its product at the base of affordability and each and every consumer of Meghalaya state afford it because it available every place and it price is affordable. Like price range is 90, 100, 130, 150, 170, 195, 225, 250, 260, 270, ( 290 rechargeable) 310, 525 Rs. And it distribution is very good so they are reaching to all consumer.

2. Availability If talk about availability every torches is available at every place

like grocery, general provision, music, electrical, hardware, stationery, gift /novelty stores, at the chemists shops and at photo studios and printing centres.

3. Awareness:
LANGUAGE OF MEGHALAYA KHASI, GARO AND ENGLISH The Awareness program should be in such a manner that it should reach the customers mindset. The main way of reaching the customer is through the commercials on media like TV, Radio and Outdoor . The awareness programs should be conducted at the area ( Junction) where the village heads meet or in other way the meeting place at the villages. The awareness program should be in such a way that it
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should contain some message to the audience, there should be some concern for them and their place. The promotional activities should be good in the local language. Like khasi, garo language of Meghalaya state. And awareness will be based on haats mela and in mandi and different activity like nautanki natak drama nukkad natak etc. Apart from this there are some things which the company should think of, such as Colour of the product, Packaging , logo and slogan so on. This should be in such a way that by looking at the product only the customer should feel that they can go for that , and they should be in such a position to differentiate the product form the copy cat one.

4. Acceptability: The most important theme of Marketing Mix is Acceptability.

The customer should think that they can buy the product by putting an extra money on that. They should feel that the product is designed as per their needs and it should deliver a great solution to the customer. They should think that the product gives some value to them , and it should serve the purpose what they are planning to buy for. The customer should feel the comfort with the product and there should not be any hesitation to go for it. Eveready torches will be acceptable in Meghalaya state because..... price is very good against the competitor and other price range is 90, 100, 130, 150, 170, 195, 225, 250, 260, 270, ( 290 rechargeable) 310, 525

Four Cs in 7Cs compass model

(Framework of Cs compass model)

(C1): Corporation and competitor : (C2) : Commodity, (C3) : Cost, (C4) : Channel, (C5) : Communication(C6) : Consumer (Needle of compass to Consumer) (C7) : Circumstances (Needle of compass to Circumstances ) THESE ALL THINGS I HAVE ALREADY MENTION ABOVE BIG THREAT there are many competitor in this field but big threat for Eveready torches is Chinese torches and they derivative the Meghalaya rural and urban consumer.

7* REFERENCE
http://www.evereadyindustries.com/ http://www.evereadyindustries.com/business/flashlights/led-torches.asp http://meghalaya.nic.in/
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http://en.wikipedia.org/wiki/Marketing_mix http://university-essays.tripod.com/marketing_mix.html http://www.scribd.com/doc/2462654/4-As-of-rural-market http://www.saching.com/Articles/4A-s-of-Rural-Marketing-501.html

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