165x Filetype PPT File size 2.18 MB Source: www1.ximb.ac.in
Product “ Anything that has a value in exchange” Product – price – place – promotion Challenges – Availability, affordability, acceptability & awareness Marketing Tools Marketing Challenge Product Acceptability Price Affordability Place Availability Promotion Awareness Source: The Rural Marketing Book- Kashyap. P & Raut. S Cont’d Appropriate Product Strategies Existing & New Products Product features – service quality – price & performance relationship Simplicity is key “ Sense & Simplicity” – Phillips Global Campaign Urban market successes could be rural market failures Appropriate new product development processes Product Levels CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGMENTED PRODUCT POTENTIAL PRODUCT Cont’d Product Level Characteristics Example Rural Vs Urban Core Benefit Fundamental Entertainment Same benefit/ services Basic Product Benefit/service Television Set Same into tangibles Expected Attributes & Digital sound, Appearance of Product conditions flat screen differences in buyers normally expectations expect Augmented Exceeding Battery Pleasant Product customer Operated TV surprise for expectations rural customer Potential Encompassing Jolly Startek TV Uniquely rural Product all value augmentations proposition & transformations
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