They say it’s all about localisation others may argue it’s survival instincts, for McDonald’s they had to introduce the Mcaloo tikki burger in India to cater to a large veg eating population.
For nestle India Maggi magic Indian masala cubes is a big hit, so they did not want to wait for long to introduce maggi Indian breakfast on a cup.
Maggi has now introduced 2 new popular Indian breakfast meal which includes upma and poha.
For most of us maggi is noodles and this association very strong, the debate remains as to should nestle India launched it under the brand maggi remains to be seen and how consumers react to it, or did brand managers at Nestle India made a mistake only time will tell.
Few of other brands in this category, are MTR, Tiffin to Go.
Rural India contributes 36% to overall FMCG spends and has historically been growing 3-5% The overall FMCG market clocked a value growth of 7.3% in Q3 of 2019 compared with a 16.2% growth in Q3 of 2018. points faster than urban.
Key factors on rural marketing in Tamilnadu.
These are national brands like ITC, HLL, Britannia, Marico, gsk and Similar….
Then there are state specific players like Cavin care,cholayil group, Lion dates, Rajah, Anil, Aachi, Shakti masala,Manna, A2B, ELITE, NAGA among the long list.
Then there are area specific players like Durga in salem and erode region in Tamil Nadu who has a premium quality, premium pricing and demand is so much so that you need to book one week before by paying full cash advance.
Their price is atleast 15% higher than the national players like ITC and Unilever.
Then There are local players and bulk suppliers. What is otherwise called loose sales. Or unorganised retail.
Other key factors in rural FMCG retail.
“Power of local connect-The people in that area may know the owner or they may have a nostalgic connection with the brand.
Some Companies might not have changed their formula or taste for several years and is still Continuing for eg rkg and kalimark and maybe dashprakash or Dinshaw ice cream.
RKG is a prominent player in South Indian ghee market despite being a flavoured ghee and not cow ghee.
A classical case is that of bovinto from kalimark that have made even multi national like coco cola beverages to introduce their version of a product that is directly competing with bovinto from kalimark and interestingly coco cola named it “colour” highly debatable name for a soft drink as colour is not a good word as far as food is concerned, yet coco cola decided to go ahead with name colour because that is a local slang which consumers of bovinto use to ask for the product “oru colour kotungal” which means get a bottle of colour.
Besides the key factors mentioned above there are few key pointers are
Since there are so many brands that have come and gone so there is always doubts in the mind of shopkeepers if they would get service from such companies as2 always.
So they keep a track on how often the company visit the market and if they are convinced that this company visit every week then the shopkeepers confidence increase and along with this if companies come up with attractive scheme they will definitely take your product.
Service also includes taking back unsold stock replacing it with new and movable stock and a mentality of excellent after sales support is very important for regional players which most national and multinational companies does not offer.
Another important observation is that a whole sales distributor split the SKU of same company and send different sales guys on different days selling the same category of product. For example a biscuit distributor of Britannia biscuit send one sales guy for tiger biscuits and send another sales guy for milk bikis this is done so that the shopkeepers has different person to deal with and different dates for payments and not all is spend on the same agency.
Vehicle branding is another key marketing visibility to the company if the shopkeepers observe your vehicle with your products displayed is moving through that route more often then they will stop your vehicle and ask for your products so even if you run an empty vehicle with your brand and product logo displayed then you can create brand recall and product enquiry.
We just need to understand that unilever is listening to the new young consumer needs and making products that suit them.
This is one such result of an extensive market research that’s concluded that the consumer would love to make tea but using a strainer and then cleaning the tumbler in which tea is made takes more time to clean so here comes this new product that’s not a tea bag but a same product with different principle.
You get a excellent tea just like what is made in the traditional way, yet you need not use a strainer and the tea leaves do not get stuck to the vessel that tea is made thereby making tea more easier and enjoyable process. Retaining the same great taste.
Unilever new product development is the 3 roses tea buds.
Can you imagine an indian company going to italy and selling the best Italian pizza in Italy. Well that’s exactly what dev snacks a kollam based snack food manufacturing company have done in South Indian market.
Become a market leader in several areas of kerala tamilnadu and karnataka including bangalore at a place where local and unorganized players rule the roots.
On discussion with a local retailer it was understood that they have
Give sufficient credit ie bill to bill credit system.
Weekly service and
Excellent return policy, if unsold or if not moving they replace it with other fast moving items remove products 5days before expiry.
Good Knight have introduced the all new gold flash mosquito repellent which emit visible smoke every 4 hours and I feel this is an outcome of deep understanding of Indian consumer behaviour psychology who come from mosquito coil memory and despite being well educated they do feel mosquito coil is more effective in eliminating mosquitos.
Well friends we all have gone through moments of anger, frustration and indecisiveness well imagine if there is a new a candle therapy where in an event where you are angry just light up this candle and keep on looking at it, meditate till it gets over.
Celebrity’s Getting paid for attending a wedding was considered embarrassing unappealing cheap etc until srk came and said I am an entertainer my job is to entertain and I get paid for my job.
It’s not that Indian celebrities do not know how to be shameless, just that one renowned shameless guy has to do it for others to follow.
Keeping the above-mentioned trend by srk, tv awards became another series of events.
If srk has to be a part of your awards you need to pay money and an award 🏆 and so he can talk as well. Later these TV channels need to show snippets of SRK winning award and talking, few weeks prior to the actual event to win sponsors. Its business after all.
After srk started doing it then everyone from amitab batchan to arshad warsi followed the same.
Besides filmfare awards which has now become so cheap as a title goes something like this the pan parag filmfare awards powered by euro banian and dollar chaddis and co powered by idea mobile and surf excel extra power detergent powder.
PN. Dollar and euro are underwear brands in India.
Shahrukh Khan’s shameless endorsement from anything to everything has become a benchmark for other shameless from the likes of the big powerful and influential celebrity like Amitabh Bachchan to even more shameless Priyanka Chopra who’s there promoting manikchand gutka. I still have not figured out why do we need a female celebrity for a gutka ad. Needless to say even Anushka Sharma who appears more sensible goes on to do gutka ad.
A well known now defamed Anrindham Chowdary’s IIPM institute of management which was endorsed by Shahrukh Khan has now become cold turkey where students have filed a case not just against the institute but also the actor Shahrukh khan.
Well, Madhuri Dixit doing Maggi ad is understandable, we all as kids have had Maggi and it’s nothing wrong for her to endorse Maggi noodles, later she had to be in trouble when the food standard authority big india findings revealed that Maggi noodles in India had a high level of lead content in their noodles.
Memes of, do you want Maggi noodles leaded or unleaded (like in unleaded petrol) Was becoming huge hit.
India’s cricketers Sachin Tendulkar should have been more responsible to not endorse Pepsi cola knowing that they are not good for children. Even more suprising was the fact that for so many years of endorsing Pepsi, in the last years of his cricketing career he shifted his loyalty to coco cola. What if Shahrukh Khan change his loyalty from Hyundai to Maruti. If brand endorsers have shifted loyalty need we say more about consumers.
It’s here we should praise Gopichand who said “I will not endorse Pepsi as I know it’s not good for children”
And one celebrity who is yet to endorse any brand despite being the highest paid actor in South East Asia besides Jacky Chan is Rajnikanth.
An elephant and a dog became pregnant at the same time. Three months down the line, the dog gave birth to six puppies. Six months later, the dog was pregnant again, and nine months on it gave birth to another dozen puppies. The pattern continued.
On the eighteenth month the dog approached the elephant questioning, “Are you sure that you are pregnant? We became pregnant on the same date. I have given birth three times to a dozen puppies and they are now grown to become big dogs, yet you are still pregnant. What’s going on?”
The elephant replied, “There is something I want you to understand. What I am carrying is not a puppy but an elephant. I only give birth to one in two years. When my baby hits the ground, the earth feels it. When my baby crosses the road, human beings stop and watch in admiration, what I carry draws attention. So what I’m carrying is mighty and great.”
Don’t lose faith when you see others receive answers to their prayers in what seems like record time.
Don’t be envious of others’ testimony. If you haven’t received your own blessings, don’t despair. Say to yourself “My time is coming, and when it hits the surface of the earth, people shall yield in admiration.”