INTRODUCTION The hair oil market is huge, valued at Rs 6 bn. Due to the varied consumption habits of consumers across the country, where coconut oil and edible oil are interchangeably used, the size of the market is likely to be higher than estimated. More importantly, the market is growing at an impressive 6-7% in volume terms despite the t he high penetration level. Usage of hair oil is a typical Indian traditional habit. It is perceived to offer benefits of nourishment, hair strengthening, faster and better growth, and reduce the problem of falling hair. There are two types hair oil available in the market; coconut oil and non-greasy perfumed oil. Coconut oil comprises 2/3 rd of the total market and the balance comprises the non-greasy perfumed oil. Usage of hair oil is an everyday habit with 50% of the population out of which some perceive that massaging the head with hair oil has a cooling impact. The penetration of hair oil is fairly high at around 87% and evenly distributed among the urban and rural areas. Hair care category in India consists of the following major product groups.Hair oil is a very Indian phenomenon. It is used as a conditioner and nourisher. Hair oils are broadly of two types viz coconut oil and non-greasy perfumed oil.The major positioning platforms for hair oil are purity, hair nourishing and more recently, non-greasy look. Coconut oil and perfumed oil accounts for about 65% and 35% of o f market in volume terms. Unlike shampoos or hair colors, which are products relatively new to the Indian psyche, the usage of hair oil is a deeply ingrained habit with Indian consumers. Therefore, this is one product where the major players do not have to fight either monetary or psychological barriers to usage. But this does not necessarily mean that being a branded player in the Rs 1,300-crore hair oils market is easy. eas y. Branded players account for just over a third of the total hair oil market. Players in the plain coconut oil segment operate in a category where there are few entry barriers in place. Loose oils are priced on the basis of input costs and availability, both of which are notoriously volatile. Since branded players have to grow at the expense of the ubiquitous unorganized segment and a host of regional and local brands, it is difficult to shield margins and selling prices from the vagaries of loose oil prices.
RURAL CONSUMER¶S AND INDUSTRY¶S PROFILE
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The consumer product sector mainly consists of personal care, cosmetics and home products segments. The sector can be further sub-divided into dental care products, soaps, detergents, surface cleaning products, skin care, and hair care products.
India's rural markets have seen a lot of activity in the last few years. Since urban markets are saturated in most categories, future growth can come only from deeper rural penetration. FMCG majors are aggressively looking at rural India since it accounts for 70% of the total Indian households.
The industry is volume driven and is characterized by low margins. The products are branded and backed by marketing, heavy advertising, slick packaging and strong distribution networks.
Despite the strong presence of MNC players, the unorganised sector has a significant presence in this industry.
Brand building and extensive distribution network is a key factor. A successful brand is a precious asset, which could fetch a price many times the cost of assets required to make the product. A study conducted by A&MORG-MARG reflects that the share of branded goods is high for a number of daily used products. Branded goods comprise of 65% of o f sales in villages and the share of non-branded products is shrinking s hrinking dramatically. dramatically.
P r ro d uct L Launch
Rural Care India Ltd.
is our company where where our prime focus is to give give the
goodness of ayurveda to rural consumers.
About ³KALPAVRIKSHA´ HAIR OIL
The word kalpavriksha is Sanskrit word for coconut tree. As all the parts are utilized of the tree it is called as kalpataru. This name has very strong hold in rural market as it is also called wish tree. PRODUCT RANGE
³Agar baalon se ho saccha pyaar to kalpavriksha hi lagana mere yaar´
KALPAVRIKSHA COCONUT HAIR OIL We
are manufacturers and suppliers of premium quality roasted coconut oil marketed under the Brand Name RURAL CARE INDIA LTD. ALL INDIA RURAL CARE extracted Coconut Oil from the best quality µcopra¶ that is handpicked to ensure the best quality of oil. The fresh sweet smell of oil instantly rejuvenates the senses, relaxes and soothes the body. Kalpavriksha being 100% natural coconut oil does not degrade very easily and due to its excellent packaging the oil stays fresh for a longer duration. Traditionally, coconut oil is used for cooking and other culinary purposes. However, indigenous populations don't differentiate between its uses, and have also used coconut oil as a natural healer, skin guard, massages and hair applications.
KALPAVRIKSHA NATURAL HAIR OIL
Kalpavriksha natural hair oils are made by mixing adequate quantities of coconut oil, tulsi and vitamin E. These are blended with juices from fro m natural hair blackeners, hair root stimulator, neem, geranium and tea tree oil, which gives extra protection for hair and prevents hair loss and dandruff. Regular use of hair oil prevents scalp infection helps in maintaining the luster of the hair. KALPAVRIKSHA NEEM HAIR OIL
Kalpavriksha Neem hair oil is having following benefits are Preventing and controlling premature greying of hair, Dandruff, Hair Fall . Kalpavriksha Neem nourishes the scalp, making it healthy from within, thus leading to soft and shiny hair. Parts of Neem Tree are used to Manufacture Hair Oil. Neem leaf extracts are used as an active ingredient in combination with other herbal essential oils to achieve the desired effect. It is an intensive treatment for scalp and strengthens the dry and brittle hair. Essential oils are also used to relax the mind and body. kalpavriksha neem hair oil is better than others as it is more effective and does not have any side effects.
Price
We
believes that the low-unit price packs will result in up gradation of the loose oil consumer to this brand, and enable the company to gain a higher share of the market. Though pricing is important, rural consumers favor quality q uality as well. For rural consumers, a purchase is a bigger investment than it is for the urban consumer. Hence, a particular brand will be rewarded only if it earns the rural consumer¶s trust through consistent product quality. To arrive at a solution for this situation, we introduced the Rs 1/-hair oil sachet, which easily satisfied a single usage. This innovative move the rural customer an opportunity to try the product at a very low price.
Kalpavriksha Product
Price
Coconut hair oil Sachet 10ml Bottle 50ml
Rs 1/Rs 5/-
Sachet Bottle
Rs1/Rs5/-
Sachet Bottle
Rs1/Rs5/-
Natural hair oils
Neem hair oil
Place Raigad District (Marathi: í÷ìÕß Úô÷ Úô÷ ) It is also known as Raigarh District , is a district in the Indian state of Maharashtra. It is located in the Konkan region. The district was renamed after Raigad, the fort and former capital of the Maratha leader Shivaji, which is located in the interior forests of the district. The district is bounded by Mumbai Harbour to the northwest, Thane District to the north, Pune District to the east, Ratnagiri district to the south, and the Arabian Sea to the west. It includes the large natural harbor of Pen-Mandwa, which is immediately south of Mumbai harbour, and forming a single landform with it. Port.The district includes Kashid and Kihim beaches, besides the towns of Khopoli, Khalapur, Uran, Patalganga, Rasayani, Nagothana, Pen. The largest cities include Panvel, Alibag, Karjat, and Mahad. The biggest city both in area and population is Panvel.
Population
The no of Households in the district are about 478933.according to 2001 cnsus the total population of Raigad district is 2207929, out of which the Male Population is 1117628 & the Female Population is around1090301. The raigad district holds 2.28% of the total % of State Population. Population density of raigad district refers to 308.89 per square kilometer of land area. Literacy rate
Per Total-14,70,309 Male-8,29,581 Female-6,40,728
cent-77.32
Occupation
Farming is the primary occupation in this village. The other ancillary activities like cattle rearing and selling forest produce in nearby market at Panvel are also carried out. Youths go to industrial belt in Panvel for jobs. Cattle and Sheep breeding. The milk obtained from cattle though is utilized only for consumption.
Sindhudurg District
Sindhudurg Sindhudurg is bordered on the north by Ratnagiri District, on the south by the state of Goa, on the west by the Arabian Sea, and to the east across the crest of the Western Ghats or Sayadhris is Kolhapur District. Sindhudurg is part of Konkan (coastal) region, a narrow coastal plain in
western Maharashtra which lies between the Western Ghats and the Arabian Sea. The 8 talukas of this district are Devgad, Kankavli, Malvan, Kudal, Savantwadi, Vengurla and Dodamarg and Vaibhavwadi.
Population The no of Households in the district are about according to 2001 census the total population of Sindhudurg district is 8, 68,825 , out of which the Male Population is 4,17,890 & the Female Population is around 4,50,935. The Sindhudurg district holds 0.9% of the total % of State Population. Population density of Sindhudurg district refers to 166.86 per square kilometer of land area.
Literacy rate
The literacy rate of sindhudurg is 80.30. out of which male literacy is 90.26 & female literacy is 71.23. With 1496 primary schools and 179 secondary schools the district has ranked with one of the very few district of country in achieving 100% literacy.
Occupation Agriculture, fisheries, horticulture and animal husbandry are the main occupation of the people. Fishing is the main occupation of the people of 3 talukas, Diogad, Malvanand Vengurla having 160 Km of cost line. Poultry and goat rearing are the sustenance actively of the poor people.
Ratnagiri District Ratnagiri district is one of the coastal districts of Konkan region, which forms a narrow strip running from north to south along the western coast of India. The district has north south length of about 180 km and average east-west extension of about 64 km, except in its extremities, which tapers to join the coast line. Ratnagiri district is surrounded by Sahyadri hills in the east beyond which there are Satara, Sangli and Kolhapur districts, Raigad district in the north, the Arabian sea in the west and Sindhudurg district in the south. The total geographical area of the district is 8.183 lakh hectare, out of which 27.56 percent area is under cultivation, 14.06 percent uncultivated, 0.8 per cent under forest, 10.00 percent under pasture and miscellaneous plantation, 23.40 percent under nonagricultural use and 22.55 percent is barren and uncultivable waste
Population Ratnagiri district is divided into nine blocks with a total of 1516 villages and 837 Grampanchayats. The total population of the district (1991 census) is 15.46 lakh, out of which 45.34 percent (7.01 lakh) is male and 54.59 percent (8.44 lakh) is female. The growth of population from 1981 to 1991 was 11.96 percent (annual growth rate 1.20%) which is lower than the State average and all India average. This could be attributed to migration of adult male workers to Mumbai and Pune for jobs.
Literacy There is very little urbanization. Only 8.94 percent population is urban and 91.06 percent is rural. The density of population per sq. km is 187 as against 257 for Maharashtra. The overall literacy percentage in the district is 62.70. The literacy percentage is high in male (76.64 percent) than female (51.61 percent). The data about work force engaged in agriculture indicate that 8.09 lakh are agricultural. agricultural.
Occupation.
The city is now shedding its sleepy village past and is now growing into a major hub of activity in the Konkan region. Growing returns from mango, cashew, and coconut cultivation is bringing in people back from the metros. Now horticulture is growing as an industry and the government is also committed to the development by giving subsidies for modern farming practices like blasting the rock for cultivation instead of digging, digging wells, providing saplings, setting up nursery, drip irrigation,and vermiculture. Intermediate cash crops like betulnut, kokum, cashew, coconut, watermelons, turbuj, chibud, cinnamon, pepper, and papaya are also adding to the per hectare returns of the farmers. Fishing is prominent occupation a long the Konkan coast.
Promotion strategies Through the rural markets offer big attractions to the marketers, one of the most important questions frequently asked is ³How do we reach the large rural population through different media and methods?
Formal media
This type of media include promotion trough print add and radio. T.v can also be apromotional tool but our company is newely entering the market, hence we cannot bear the cost of promotion pro motion.. Newspapers and magazines:
English newspapers and magazines have negligible circulation in rural areas. However local language newspapers and magazines are becoming popular among educated facilities in rural areas. In Karnataka if we want to communicate with rural customer we will give add in newspaper having common language. Add will be given in newspaper like Ratnagiri Times, Pudhari Paper, Tarunbharat, Lokmat Newspapers.
Radio:
Radio reaches large population in rural areas at a relatively low cost. There are specific programmes for farmers like Farm and Home/Krishi Darshan in regional languages. The farmers have a habit of listening to regional news/agricultural news in the morning and the late evening. The advertisement has to be released during this time to get maximum coverage in rural areas. Another advantage is that the
radio commercial can be prepared at short notice to meet the changing needs of the rural folk. Our Radio partner in rural area will be All India Radio Ratnagiri (AIR Ratnagiri / Akashvani Ratnagiri), All India Akashvani channels to promote are products
Cinema:
About 65% of the earnings from cinema are from rural markets. Film viewing habits is high in states like Maharashtra .Village theatres do roaring business during festivals by having four shows per day. The monthly charge for showing an ad film is within Rs.500. we will contact to those local distributors or dealer who has good contacts with cinema houses in villages can easily monitor this activity. Outdoor advertisements:
This promotion media will include includes signboards, wall painting, hoarding, tree boards, bus boards, dealer boards, product display boards etc, which is cost effective in rural areas. Symbols, pictures and colours should be used for rural markets so that they can easily identify the products. Generally rural people prefer bright colours and the marketer should utilize such s uch cues. Wall paintings:
It is an effective and economical medium for communication in rural areas, since it stays there for a long time depending upon the weather conditions. The cost of painting one square foot area is just Rs.10. Retailers welcome painting of their shops so that the shop s hop will look better. Walls of farm houses, shops and schools are ideal places for painting and the company need not have to pay any rent for the same. The walls have to be painted at least one or two feet from ground level. It is better to take permission of the owner. Very often the owner takes responsibility for taking care of the wall wa ll painting. painting. Tree boards:
The painted boards of about two square feet in dimension having the picture or name or slogan of the product will w ill be painted. The cost of such a painted board is about Rs.80. These boards will fixed to the trees on both sides of the village road at a height of about 10 feet from ground level. These boards will attract the attention of slow moving vehicles like cycles, bullock carts and tractors and people walking on the road. Considering the poor condition of roads, even the buses move at slow speed through village road.
Informal/Rural specific media
These media with effective reach and personalized communication will help in realizing the promotional objectives. Companies to suit the specific requirements of rural communication are using a variety of such media effectively and some of the more important media and methods are given below.
The Melas:
Melas are of different types i.e. commodity fairs, cattle fairs and religious fairs and may be held only for a day or may extend over a week. The Anganewadi Bharadidevi Yatra is one of the prominent events of Maharashtra region. Highlights of the Jathre include car festival, staging of plays, entertainment programmes, Krishi Mela, awareness programmes and a religious convention. This fair is organized by government of Maharashtra. Ma harashtra.
The Haats:
Traditionally on certain days of week, both the sellers and buyers meet in the village to buy and sell goods and services in Maharastra. These are the haats that are being held regularly in all rural areas. The sellers arrive in the morning in the haat and remain till late in the evening. Next day they move to another haat. The reason being that in villages the wages are paid on weekly basis and haat is conducted on the day when the villages get their wages. For the marketer, the haat can be an ideal platform for advertising and selling of goods. By participating in haats and melas, our company can not only promote and sell the products but also understand the shared values, beliefs and perceptions of rural customers that influence the buying behaviour. Folk dances:
A type of rural entertainment perhaps peculiar to this district is the kala or jatra performances, a form of Dashavataras²the folk-ballet of Konkan. They are usually staged on festive and jatra days, the season starting from Tripuri Paurnima, the full-moon day of Kartik. and continuing till the advent of rainy season . The dances like Tipri and Goph, Kala dance, Manglagaur dances, Phugadi, Dindi dance, are the most prominent folk dances of this region. Most folk dances owe their
existence to religion and are performed during fairs, festivals and other religious occasions celebrated by a local communities. The troupe consists of dancers, drummers and musicians and they move in a well-decorated van from one village to another village singing and dancing. As soon as the van reaches a village, film songs are played to attract the attention of the villages. This is followed by folk dances. Mike announcement is made about the company¶s products and leaflets are distributed. After the dance programme, queries, if any, about the products are answered by the sales person. Folk dance programme costs about Rs.5000 per day and therefore these programmes are conducted during the peak season in selected villages. As many people come to watch the folk dance they get aware of the product.
Audio Visual Publicity Vans (AVP Vans):
To launch are hair oil, AV unit is one of the effective tools for rural communication. The van is a mobile promotion station having facilities for screening films slides and mike publicity. Our sales person will makes a brief talk about situation in the village, the products and the benefits. Then ad film will be screened along with some popular film shots and this continues for about 30 minutes. At the end of the film show, he distributes handbills and answers queries of the customers. The whole operation takes about 1-2 hours depending upon the products under promotion, number of participants in the meeting and time taken for question and answers. The vans move to the next village for the second show. The cost of running a fully equipped AVP unit is about Rs.4000 per day and AVP van operation has to be considered as an investment for business development in rural areas. Through this van we can attract a large rural market
Life-style marketing:
Each rural market segment has certain special features i.e. they share common lifestyle traits. They include village sports, religious events, prominent personalities and role models. Distribution Channel Strategies
The channel members consist of wholesalers and retailers who are middlemen in distribution and they perform all marketing functions. These middlemen facilitate the process of exchange of goods; create time, place and possession utilities. Therefore channels are useful to producers as well as consumers. Even if a company has a product that meets the requirements of rural consumers, it will succeed only if it is made available at the right place as and when required by the consumer¶s company to be successful in rural consumer Direct sales to consumers:
Company can set up stalls in market place and directly sell the product to the consumers, eliminating middlemen in the market. Manufacturer-wholesaler-retailer-consumer:
The company company as a manufacturer will appoints wholesalers wholesalers in key key rural markets and these wholesalers cater to the needs of o f retailers in villages. Manufacturer-retailer-ultimate consumer:
Companies is planning to have direct retailers in semi-urban markets. 2) we will be appointing distributors in all prosperous prosperous rural areas and these distributors distributors will deal directly with farmers for sales. Company will be having direct distributors in areas with low demand and poor accessibilities. These distributors will extend credit facilities; they will follow a journey cycle and have delivery vans to s ervice remote markets Distribution up to feeder markets/mandi towns:
Keeping in view the hierarchy of markets for the rural consumers, the feeder markets and mandi towns offer excellent scope for distribution. The rural customers visit these towns at regular intervals not only for selling the agricultural produce but also for purchasing cloth, jewelry, hardware, radios, torch cells and other durables and consumer products. From the feeder markets and mandi towns the stockiest or wholesaler can arrange for distribution to the village shops in the interior places. This distribution can be done by mopeds, cycles, bullock-carts, camelbacks etc. depending upon the township Shandies/Haaths/Jathras/Melas:
These are places where the rural consumers congregate as a rule. While shandies/heaths are held a particular day every week, Jathras and melas are held once or twice a year for longer durations. They are normally timed with religious festivals. Such places attract large number of itinerant merchants. Only temporary shops come up selling goods of all kinds. It can be beneficial for companies to organize sales of their product at such s uch places. Promotion can be taken, as there will be ready captive audience. For convincing the manufacturing and marketing man with regard to the importance of these places from rural marketing point of view a visit to such places is necessary
Personal Selling Network:
It is very successful distribution channel to be develop by FMCG product seller. It will adds a personal touch to the marketing, as the salesmen are the resident of the village or community itself, making it easier to sell the product & maximise sales for the company
