Вы находитесь на странице: 1из 1

Here the solution to the problem stated in the case study is mainly focusing on the rural section

of the market.

Idea :

1. Organizing campaigns and programs to educate people in the rural areas about water
borne diseases, primarily in schools. This would target the younger sections of the
society which are open to experimenting with new products and educate them about the
pros of the conventional product and cons of using traditional methods.
2. Organizing village fair (mela) to make middle-aged people aware of the water related
problems, diseases and their repercussions and also tell them about the product.
3. Drawing a monetary comparison between the precautions taken before occurrence of
disease and the treatment undergone after the occurrence of disease. This will help the
villagers realize that the cost of installing a pureit at home, as a precautionary measure
against water borne diseases is very less vis--vis the high medical bills and risk to life
theyre faced with in the absence of a water purifier. We could cite examples of people
having suffered in the past, from their community. This approach would help people to
understand the far-fetched consequences of consumption of impure water.


Approach:

1. Marketing Pureit by conducting quizzes on the importance of consumption of pure water
and printing or telecasting advertisements showcasing rural India progressing day by
day, by becoming more and more aware of surroundings. The advertisements must
depict the product as inexpensive, and made for the masses.
2. Spreading awareness about the diseases, citing references from past deaths due to
these diseases in the community.
3. Sharing the difference experienced, in terms of users of Pureit becoming less prone to
water-borne diseases as compared to users of regular tap water. Collecting feedback
from the people who have installed the product.
4. Emphasizing on pure water being a necessity for survival.
5. Addressing problems pertaining to availability of impure water owing to open drainage
systems, open wells and lack of sanitation facilities in rural sectors. And how these
problems can be overcome by the use of Pureit.


Size of Prize:

According to recent survey, village count in India is around 4000 and villages in India have an
average population of 10,000 with 31% of population below age of 15. Since younger age group
would be more approachable to such kind of marketing, implementation of idea is expected to
increase the market penetration in rural areas to 8-10% as compared to present scenario. And
this growth rate is expected to increase by 10% annually as the campaign grows.


Success Measures:

Penetration of the product in the targeted villages along with the reduction in the number of
cases of water-borne diseases reported in the local hospital. Along with this, the increase in
sales in the targeted areas is an indicator to the reach of idea implemented.

Вам также может понравиться