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Problems faced by Rural Consumers

Village categories
Progressive
Villages(5,74,500)
Dark Villages(no.=18,500)

Problems Faced
Electricity cuts, Dependence on agriculture, lack of information, Language barrier,
Need identifying, Lack of infrastructure
Illiteracy, No internet connectivity, No electricity, Social awareness is minimal, Need
identifying, inaccessible

Rural
Population
84,75,86,95
6
People with
mobile phone
39,88,90,000
(46%)
INTERNET
ACCESS 37,293,82
6(4.4%)

Stat 2 : Rural to urban migration in India was 22 million


during 2001-11.Extrapolating these figures we can
approximately arrive at 28.8 million in 2014(keeping the
decadal growth rate constant)
Stat 3 : Average village population =
84,75,86,956/5,93,000 = 1430
Stat 4: Rural Population/Migrated population =
84,75,86,596/28800000 = 30(approx)

IDEA 1: SHEHAR KE KISSE

The idea is to arrange a 3-way call among HUL IVR facility, migrated person (salhakar) and Villagers in
an enclosed place called HUL Aangan to reach maximum people. One salhakar talking to 143 villagers
The call will be managed by HUL IVR and will last for 15 min. During these 15 min 2 ad slots of 30
second each shall be transmitted to the villagers highlighting the brands.
The place of the sabha shall be called HUL Aangan. The HUL Aangan shall be set up in one of the
community halls in the village with minimal infrastructure of a mike and speakers.
The content of the talk shall be related to social awareness, community welfare and the city culture.
Create a database of people who have migrated which can be achieved through tie-ups with telecom
service providers or national population register.
Map these people with their villages and then approach them to make calling schedules for the sabhas.

BENEFITS ANALYSIS
Villagers

Salhakar

HUL
BRAND

COST ANALYSIS(For one village)

Awareness, community building, motivation,


Understandable language, Entertainment,
Grievance redressal, Pride
Self-empowerment, Satisfaction, Responsibility
towards own village, Social work opportunity,
Free talk time
Massive reach(one call can reach upto 143
villagers, taking 10% of average village
population), Long term village association
through HUL Aangan, Word of mouth
promotion(less promotion costs), coverage of
people without mobiles(54%), no interpreters
required, CSR activity,full customer engagement

Infrastructure(mike
and speakers on
rental basis)
Cost of Airtime on
Telco
Estimated reach
Total Cost

Rs 50/hr
Rs 250/month
Rs 2/min
Rs 30/sabha
143 people (10%)
143 households
Rs 280 / 143 = Rs
1.95/HH

IDEA 2 : (KKT EXTENSION) ENTERTAINMENT KE SAATH KAAM KI BAAT


IDEA
(1)An offline tool in association with a
mobile handset company.
(2)This tool shall have 4 understandable
icons of Agriculture, Finance, Weather
and General Information.
(3)When a user clicks on these icons an
automated SMS reaches the HUL IVR.
The person at the IVR will call up the
customer and give solutions regarding
the problem. After giving the solution the
Hul representative Shall promote a
product with its accompanying social
benefits.

TARGET MARKET
(1) Farmers by
occupation
(2)People already
using mobile phones
(3)Target the increase
in smartphone market
by implementing App.
feature for the same
(3)The new mobile
handset market

BENEFIT
(1) Farmers get onestop redressal of
their problems
(2)2-way
communication
(3)Illiteracy and
language will not be
a barrier

COST ANALYSIS
(1)For data tie-ups can be
made with firms like Ekaart
Technologies.
(2)Using existing BPO
services of HUL
(3)Toll free message cost:
Rs 1 /message
(4) Cost of Airtime on
Telco : Rs 2 to 3 /HH
Total cost :Rs 3 to 4/HH