INTRODUCTION

Rural marketing refers to the activities undertaken by the people livening in rural areas to
convert their purchasing power into an effective demand of goods and services. Their disposable
income is less hence they have rigid mind set and conservative approach.

Rural marketing is a two way processes both the ways are as follow:

1) Urban to rural

2) Rural to urban

In rural marketing we are focusing on developing or promoting rural goods which are specifically
for rural customers to satisfy their needs and wants but alongside with achieving organizational
goal. The product we have select which is most suitable in rural area and commonly consumed
product such as biscuit in rural are people are more concern of products which satisfy their wants
or desires with minimum monetary value and the second factor which promotes our commodity is
that our product is complementary product used often with tea. Tea is a very old beverage in eastern
country people enjoy to have tea in morning with product like biscuit henceforth we have come up
with our “Chaska biscuit” product which have its specialty that our product is not only for people
those who love tea but for those as well who likes to eat biscuit as snacks therefore it is a semi
cookie biscuit which not like ordinary biscuit which people have always with tea neither like a
complete cookie it is a semi sweet biscuit which is made of hard dough of wheat which can be
consumed at any occasion as snacks or else with tea during tea time.

PARENT COMPANY: ATM Pvt. Ltd.

PRODUCT CATEGOR: Biscuit.

PRODUCT NAME: Chaska biscuit.

TAGLINE: “Bhook mitao chaska khao”

PRICE & QUANTITY: Rs.5 (45gms), Rs.10 (70gms), Rs.20 (100gms),

FLAVOUR: classic butter biscuits, jeera sprinkled biscuits, chocolate biscuits & classic salted
biscuits.

SHAPE: Rectangular.

Our product which will be launched in market will have four different variants in three different
packages as per consumers requirement we will provide them different biscuits as per their choice
more of variety open an gate for more customers choices and preferences and hence they can chose
which product they exactly want our main motive will be to maximize our profitability as well to
provide quality goods in rural area.

VISSION:

“TO PROVIDE QUALITY GOODS FOR RURAL AREA WITH PROFIT MAXIMISATION”

With this mind set we have entered in to market to fulfill their need and wants and supply our
biscuits in market.

STRATEGY:

In the beginning we will go for GROWTH STRATEGY for our organization so that we can
make most out of it according to growth strategy we will primarily focus on profit maximization
and as well supplying more and more goods in the market.

CONSUMER BEHAVIOUR
Consumer behavior means study of all the activities related to purchase in simple words their
mind towards buying a commodity how much to spend on which product not only buying but
also using and disposing of goods and services.

According to survey conducted by us we have the following point considering the consumer
behavior towards our product category. The factor on which we conducted our survey are more
conscious towards rural area rather than that of urban area in rural area people look for more
towards products like biscuit which we will be providing them in various flavors and size the
market have different types of biscuit. Consumers in rural market where we conducted our
survey and our product is more concentrated for rural areas rather than urban areas people’s
demand towards biscuit is more than that of other substitute goods of biscuit such as khari, toast
etc. and there were many things which people want in their biscuit keeping that in mind our new
product is launched in market.

There is more demand in market for savory biscuit than that of sweet biscuit consumers in rural
area are not that much aware of digestive biscuit and hence they won’t prefer it much as compare
any other wheat flour or white flour biscuit. As per the consumer buying behaviour factor the
consumers are more in need of biscuit which come in mid range and hence they will prefer more
of biscuits which are in middle range as compare to other range because market which we are
focusing on is rural market and because of rural market people in market and not much aware or
in other words rural markets differs from urban market on a large scale.

 4P’s /PRODUCTS MARKETING MIX.

1) PRODUCT.

People in rural area are habitual of having tea on a regular basis. We have planned to launch
this biscuit taking into consideration, that this product will complement their tea drinking
habit as the target audience for our commodity will be people who consume tea on a regular
basis. But not only that we will also focus that people can consume our product without as
a snack which will be consumable for people who don’t like to drink tea. The specialty of
our biscuit is that it is made out of hard dough which doesn’t contain white flour in it this
biscuit is made of wheat flour and hence it will be heavy while consuming satisfying their
hunger.

According to the survey conducted by us, our final survey reports show that. Majority of
the people do not prefer having biscuit with tea alongside; that is the reason why we have
decided to launch a biscuit which have specialty that it tastes best without tea which will
increase interest of consumer who consume doesn’t consume tea on a regular basis.

Our product category is widely spread in Indian market not only in Indian market but also
in other eastern countries such as Pakistan, Nepal and Sri Lanka.

Our product is different from other products because it is a semi cookie which can be
consumed as snacks or during tea time the most important factor played in product is that
it should be innovative and hence it will create a brand name in mind of consumer there
are many substitute competitions such as khari, toast, butter etc the main element of
marketing is the product we have launched a product in market according to the
requirement of consumers for that product.

2) PRICE.
The disposable income of our segmented group of consumer which is most found in rural
area is comparatively very low than that of urban area so the consumer behavior towards
FMCG (fast moving consumable goods) are extremely budget conscious keeping this thing
in mind we have kept price as budget friendly for our primary focused segmented group.

Pricing of commodity plays an important role to run an organization manufacturing

expense should be covered therefore pricing factor is supposed to be done crucially.

There will be two variant of our product that two packages are of different size as well
price one packet will be small one consisting 45 grams for 5Rs. And other variant will be
of 70 grams for 10Rs.and Rs.20 (100gms)

Pricing factor is kept as per the requirement of the consumer as we have concluded in our
seminar people are more focused in the mid range biscuit that is the reason why we have
focused on all pricing packets.

PACKAGING: packaging is said to be 5th P of marketing because packaging plan an

important role in consumer preference for our product and hence we have decided that
there will be two different packaging first one is for small and medium packets with only
primary packaging and the third variant as there is larger quantity therefore it will be
packed with secondary packages.

as per shipping and transportation point of you for proper transportation biscuits will be
packed in transportation packaging which is mainly used for transportation perspective
because transportation is done in bulk.

3) PLACE
 Where should our product supply? is the question we found conclusion of as per our
analysis as well the product which we are launching in market for our segmented group
best suitable place for Chaska biscuit are retail shops near highways and petrol pumps,
kirana stores, Dhaba, street “pan & bidi” hawkers, normal retail stores “ration ki dukaan”.

The reason why we have select these places as our prime supply chain ends is that it should
be easily available to low income group of consumers. Not only these places but we will
focus on various distribution activities for more distribution of good not depending on the
old traditional way.

4) PROMOTION.

Advertising strategy: Our plan to reach and persuade customer to buy our product is very
different the Thing which will set our advertising strategy on a different benchmark will
be that on initial stage of our product launch we will provide tea stalls an offer to paint their
stall in our product packaging color and pattern, hence this packaging color will help people
to recognize our product and it will make a position in customers mindset. As we are
targeting more on low income group and middle as well we will use mediums such as
newspaper, pamphlets, and mass distribution of our product. We will be also focusing on
sponsoring events for our advertisement and posters on tea stalls.

Advertisement: the digital commercial of our product will be story of a child and his
grandfather where they are travelling and they take halt at tea stall for refreshment and
nearby that tea stall there is a restaurant so grandfather wants to eat biscuit with tea but that
child doesn’t like tea at all so they take our “chaska biscuit” and both of consumes it child
without tea and grandfather consumes it with tea and they both like it at all so to continue
their journey they take few packs and carry it wit them so that they can consume it in mid
way

Message: that consumer can consume our product at any time of the day with tea without
tea at any time for taste or to satisfy their appetite.

 SEGMENTATION, TARGETING & POSITIONING.

1) SEGMENTATION.
For an effective an efficient segmentation we have to focus on the mix of all above
mentioned element Segmentation according to demographic conditions will be for all
income groups and of all ages. Consumer of all age groups have product like biscuit this
factor is what we have primarily focused on in advertisement of our product right from
child to an grown adult to a old person our product is for all consumers. As this is a
consumable product gender factor does not effects our segmentation in market.
According to geographic conditions products distribution will be primary focused on rural
area. As we have conduct our survey and we have to launch a rural market product hence
forth we will be focusing more on rural markets as compare to urban markets or digital
markets our goods will be supplied online as well for people those who require our quality
product anywhere.
According to behavioral conditions we will focus on consumers who like snacks during
break time as well consumers who like to have tea because our product can be used as a
complimentary product with tea as well as snacks.

2) TARGETING.
Targeting plays a vital role and an essential step in the development of a marketing plan.
Our target market for our product will be rural market and our targeted audience will be
rural people and hence that set of rural market consumer will be our primary consumers.
Target audience for our product will be people of every age and as well income group but
primarily we will target more on people with low income group as the opposite target
audience with high income group will prefer more of our substitute product such as khari,
toast, butter etc. hence our main focus will be more on the low income group and people
who prefer tea as their required beverage.
We also have to make our product consumer friendly so that they can easily get our product
in rural markets. rural market have more of traditional way of distribution rather than
modern one which e commerce.

3) POSITIONING.
Our main focus will be to make place in consumers mind set of our product not as the
complimentary product with tea but also a biscuit which can be consumed at any time of
the day and as a snack as well which will encourage them to consume our product, as tea
is majorly used beverage in India therefore supply of our product can boost up on a large
scale.
Brand position of our brand will be a company as manufacturer of biscuit different biscuit
for different segment of people. The best way to position one brand is through the medium
of advertisement and hence through proper advertisement we can place our perfect position
consumers mind set.

SELLING & DISTRIBUTION

where you locate your business or sell your product is as important as your own business
as the 4 P’s of marketing includes place in it as an important component of marketing
plan. To increase competitiveness and sales, our businesses should have a specific
distribution strategy to maximize revenue.
ONLINE SALES
Because of globalization even in India more and more people are buying products online
we have our own website where we will accept orders for wholesalers and for retail shops
as well which help our organization to be more accurate with financial matters and proper
planning for supplying goods in other retail stores with proper accounting and track with
help of e commerce.
We will stock inventories and to fulfill our orders order and hence this medium of
distribution wont be just beneficial to the consumer but also to the us in managing and
supplying our product to our consumers. This will be for both medium of business such as
B2C and B2B as well.
RETAIL OUTLET
Retail outlet is one of the traditional way to sell a product and to distribute it we will give
our products to different retailers so that the can sell our product to different consumers
and this way is the most traditional way to sell a product.

CONCLUSION.
 According to the survey conducted by us we have seen that some rural people love to have
biscuit with tea while some do not like it. Our product is launched keeping into consideration all
the tea lovers, as well people who don’t like to have biscuit with tea this biscuit will be a there
are real competitions such as mari gold, Monaco, krack jack etc. after this product we will be
looking forward to extend our product line and width as well we will focus on launching a new
product line so there will be more variants and different products available to our loyal
customers expansion is what we will focus on with different variants in market.