Spreading Light by Frontier Markets: Rural Marketing of Solar Lamps
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PROJECT ON PRODUCT / MARKET SEGMENT
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Project Name : Rural Marketing – Solar lamps
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Case Study : Spreading Light by Frontier Markets
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Team Member :
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1) -------------------------------------------------
J.K.Nanda
2) -------------------------------------------------
Yogi Ballani 3) -------------------------------------------------
Suraj Gaikward
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Date : 01.02.2012
Abstract of the Project
Given India’s size and the sheer number of its farflung or remote villages, rural marketing is always a challenge. And when the product is relatively new, like solar lighting devices, the challenge gets even bigger. Yet the Jaipur-based Frontier Markets, or FM, founded by Ms. Ajaita Shah, has taken up the task and despite the odds to reach out to villages in state of Rajasthan, and seems to be succeeding with their strategy of marketing the new product. * Frontier Market conducted marketing sessions to build demand for products in BOP (Base of Pyramids) households. * Frontier Markets developed a peer-to-peer marketing strategy that is a creative, below-the-line marketing technique that are most likely to succeed among peri-urban and rural consumers. * Frontier Markets gauged the potential of the products through market assessments, and feedback to determine whether market entry for the new product like Solar lamps is viable to enter in the rural areas.
Based on the market survey, FM targeted the mass people of the Base of the Pyramid (BOP) which includes 732 million people living on less than Rs. 150,000/year in villages and urban
PROJECT ON PRODUCT / MARKET SEGMENT
-------------------------------------------------
-------------------------------------------------
Project Name : Rural Marketing – Solar lamps
-------------------------------------------------
Case Study : Spreading Light by Frontier Markets
-------------------------------------------------
Team Member :
-------------------------------------------------
1) -------------------------------------------------
J.K.Nanda
2) -------------------------------------------------
Yogi Ballani 3) -------------------------------------------------
Suraj Gaikward
-------------------------------------------------
-------------------------------------------------
Date : 01.02.2012
Abstract of the Project
Given India’s size and the sheer number of its farflung or remote villages, rural marketing is always a challenge. And when the product is relatively new, like solar lighting devices, the challenge gets even bigger. Yet the Jaipur-based Frontier Markets, or FM, founded by Ms. Ajaita Shah, has taken up the task and despite the odds to reach out to villages in state of Rajasthan, and seems to be succeeding with their strategy of marketing the new product. * Frontier Market conducted marketing sessions to build demand for products in BOP (Base of Pyramids) households. * Frontier Markets developed a peer-to-peer marketing strategy that is a creative, below-the-line marketing technique that are most likely to succeed among peri-urban and rural consumers. * Frontier Markets gauged the potential of the products through market assessments, and feedback to determine whether market entry for the new product like Solar lamps is viable to enter in the rural areas.
Based on the market survey, FM targeted the mass people of the Base of the Pyramid (BOP) which includes 732 million people living on less than Rs. 150,000/year in villages and urban