RURAL MARKETING

i NAME OF THE PRODUCT: GARNIER FAIRNESS CREAM FOR MEN (GARNIER POWERLIGHT FAIRNESS MOISTURISER) i STATE SELECTED: BIHAR i

SELECTED DISTRICTS AND VILLAGES IN BIHAR:

NAME OF THE DISTRICT y y y y VILLAGES Babu Tola Kamlakund Srimatpur K Uzur Nagar English Miya Ke Bhatkan

BHAGALPUR

SIWAN

RATIONALE BEHIND SELECTION OF STATE BIHAR:

Bihar has always been synonymous with hard working and diligent people. Surrounded by
other Indian states of Uttar Pradesh, Jharkhand, West Bengal and a neighbouring country Nepal, it is one of the most populous and constantly inhabited places in the country. Today, services and agriculture are two main sectors of the economy of the state.

According to a report in The Times of India, Bihar was the second fastest growing Indian state during 2004-2011; the economic growth rate was more than 11 per cent in this period. This is an extremely good and reliable indicator of the development and progress in the state. With a rise in disposable income, expenditure on consumables has increased considerably as well. The two districts selected by us Bhagalpur and Siwan, are amongst the richest in the state. Almost 58% of Bihar s population are under the age of 25 years, which is the highest proportion for any state in India. This is an ideal scenario for a skincare product which is aimed at this age bracket. A major part of this population consists of males, which is the primary group of customers for the product. This can be further confirmed by the large fleet of cars in the state, an indicator of rising incomes. Perception and Mindset of the people: It is a well-known fact that most states such as Uttar Pradesh and Bihar are extremely conscious about their looks and

appearance. Emami Limited s famous skincare product for men Fair and Handsome for Men tried tapping just that, after its success with Fair and Lovely for women. These products have penetrated into the target market and been accepted by the people. y Bihar is also renowned for its fondness for Bollywood and Indian TV soaps. Bollywood stars such as Salman Khan and Ajay Devgan enjoy a massive fan-following there courtesy their action-packed Masala films such as Dabangg and Singham. These actors are looked up to as Gods in Bihar and many times the success of a film is decided by its performance in the states of Uttar Pradesh and Bihar itself. Nowadays, contemporary and celebrated film-makers such as Vishal Bhardwaj have started showing Uttar Pradesh and Bihar in a different and positive light altogether. This is useful when it comes to the marketing of any product endorsed by such personalities.

RATIONALE BEHIND SELECTION OF DISTRICTS BHAGALPUR AND SIWAN BHAGALPUR: In 2011, Bhagalpur had population of 3,032,226 of which male and female
were 1,614,014 and 1,418,212 respectively. There was change of 25.13 percent in the population compared to population as per 2001. Average literacy rate of Bhagalpur in 2011 was 64.96 compared to 49.50 of 2001. If things are looked out at gender wise, male and female literacy was 72.30 and 56.49 respectively. With regards to Sex Ratio in Bhagalpur, it stood at 879 per 1000 males. Financially speaking, Bhagalpur is the most stable and prosperous districts in the state of Bihar. The economy of Bhagalpur is dependent mainly on agriculture, small businesses and petty entrepreneurship. Paddy, Maize and lentils are the main agricultural crops. Bhagalpur is acclaimed the world over for its silk products and it is known in as the "Silk City". It has a thermal power plant at Kahalgaon that supplies electricity to the district. The district is on the path of constant and stable development as a whole.

SIWAN: The total population of the 2nd richest district in Bihar is 2,714,349 and the area is
2,219 sq km. Paddy, Wheat and Sugar Cane are the main agricultural crops. Sugar Factories is the main industry. The literacy rate is 71.59%, an increase of almost 20% from 2001. The female literacy rate is 60.35%. The male literacy rate is 82.77%. The sex ratio for Siwan stands at 984 females per 1000 males. The economy is dependent on agriculture and industry. Paddy, wheat, and sugarcane are mainly grown. The district has sugar factories, Jinning factories and Handloom