Transcript New product Launch Consumer Durables

09 - Jai Desai
16 - Furquan Deshmukh
22 - Zahan Irani
25 - Pritpal Khokar
35 - Smilie Misquitta
40 - Joshua Nagawkar
48 - Shraddha Patel
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59 % of consumer durables sales come from rural market
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Consumer Durables market size is 500 million (in Rs.)
Consumer Durables Growth Rate (in %)
Rural Marketing association of India - RMAI survey 2009
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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
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Manufacturer & Supplier of Solar Lighting System
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Mission – To reach out to Households world over without
access to modern electricity
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Board of Directors – Experienced Solar and Electronics
Specialist
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Aishwarya – World’s most affordable and reliable Solar Lamp
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Awards – Ashden Light Award also known as Green Oscar
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Geographical
 Population less than 5,000
 Humid area
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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
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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
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Specifications
 Attached rechargeable Battery is built-in 12V/500mA
 Fan motor power consumption - 3.3 W
 Diameter - 9"
 No. of blades – 4
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Product Features
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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
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Affordable (Long Lasting)
Available for use without Electricity
Portable to fit in Any House
Cost
Customer
Value Pricing
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Price Range from of Rs. 999 – Rs. 1499
More than Competition : Added Value
Quality-Price Relationship (value for Money)
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Payment Terms :
- Full Payment
- Mortgage through money lenders: Rs 400 x 4 installments
(per quarter)
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Training provided to the Technicians / Dealers for repair
services
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Repair within Warranty would be Free
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Up to 3 postcards with the dealer / technician address
provided along with product
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The Technician will visit the Location
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All the details will be updated during the sale of the
Product
Factors influencing Distribution Network Design
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Inventory of Stock
Transportation of Goods
Facility & handling
Information
Manufacturer
Dealers
(Bulk Purchases)
Retail Shops
Customer
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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
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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 ”
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Education level, Awareness level
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Different languages
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Different region may have different motivation to buy
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Example: Bihar – affordable, Gujarat – savings
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Identification of opinion leaders and influencers
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To understand how new product is perceived by
customer
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To address user queries or question
One way
communication
Two way
communication
• Creating brand awareness
• Wall painting
• Radio - ads
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Creating product awareness, feed back, sales
Post card
Demonstration
Free trial
NGO’s
Sponsorship’s
Aishwarya Fans
Radio Ads
Wall painting
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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
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Mela, Haat, Mandi,
Panchayat Meetings
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Opportunity to identify
opinion leader
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It will help in understanding
customer psyche
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Ask people to search for
electricity wire or connection
and explain how it works
without it.
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Better Connect with Rural Market
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Spread Network due many projects
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Trust worthy Source for promoting
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Marketing can be targeted via Bulk Purchase Offer
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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
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Identify potential buyer
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Opinion leader or influencer
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Bhajan mandali, Meeting
center, Celebration
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Give it for a two day trial or
One week trial
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Sponsor it as prize
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Wrestling events, Bullock
cart Races
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Promote the Brand to
audiences from different
villages
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Word of Mouth