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  • Blue Red Ocean

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    bhartia
    5 просмотров2 страницы
    ITC adopted a red ocean strategy in rural markets by offering feature-stripped, low-priced products in single-serve packs priced for customers with small budgets. However, this led competitors to also lower prices, questioning if there were profits to be made serving customers with low incomes. ITC implemented e-Choupal, an initiative that equipped trained local farmers with computers and internet access to purchase and sell to over 4 million customers across 10 states, bypassing intermediaries and improving prices, information access, and incomes for farmers.

    Исходное описание:

    strategy

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    ITC adopted a red ocean strategy in rural markets by offering feature-stripped, low-priced products in single-serve packs priced for customers with small budgets. However, this led competitors to also lower prices, questioning if there were profits to be made serving customers with low incomes. ITC implemented e-Choupal, an initiative that equipped trained local farmers with computers and internet access to purchase and sell to over 4 million customers across 10 states, bypassing intermediaries and improving prices, information access, and incomes for farmers.

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    © All Rights Reserved
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    Отметить как неприемлемый контент
    5 просмотров2 страницы

    Blue Red Ocean

    Загружено:

    bhartia
    ITC adopted a red ocean strategy in rural markets by offering feature-stripped, low-priced products in single-serve packs priced for customers with small budgets. However, this led competitors to also lower prices, questioning if there were profits to be made serving customers with low incomes. ITC implemented e-Choupal, an initiative that equipped trained local farmers with computers and internet access to purchase and sell to over 4 million customers across 10 states, bypassing intermediaries and improving prices, information access, and incomes for farmers.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 2

    Red ocean strategy in Rural market by ITC

    Key decisions Challenges

    Feature stripped products at low prices Fragmented Farms

    Single serve packs at unit prices Weak infrastructure

    Essentially, competing for a large share of Involvement of intermediaries


    the small wallets

    Every competitor wanted a larger share of the small wallet , raising doubt about weather there really is
    fortune at the bottom of the pyramid.

    The red ocean strategy that every competitor exhibited was to lower prices to address the pressing
    problem of the lower incomes.
    6100
    e-Choupals

    A Sanchalak (A trained farmer) 40000


    Equipped with computer and internet Average of 600 farmers served by one sanchalak Earns Villages
    service fee

    A Samyojak ( Traditional middle-men) 10


    No more exploitative power Warehousing hubs Disbursement, Quantity aggregation and States
    transportation

    Fall in Real time Increased


    Improved Strong hold 4 million
    Impact Quality
    transaction information
    in village
    income to Reach customers
    costs to farmers farmers

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