CLASSIFICATION
OF PRODUCTS
1.
Consumer Good
2.
Durability & Tangibility
3.
Industrial Good
Rural Product Categories
FMCG –Major players
are HUL, Dabur, Marico, Colgate Palmolive, Nirma, CavinKare and Godrej
Consumer Durables –Usha,
Bajaj, Philips, Titan, Godrej, Videocon, Onida, Salora, Hero Cycles,
Hero Honda, Mahindra & Mahindra and Tata. New entrants –LG, Samsung and
Maruti.
Agricultural Products –
Agricultural inputs such as seeds, fertilizers, pesticides, insecticides
and implements (tractors, tillers and threshers) Livestock, poultry and fishery.
Major players are Rallis India, Monsanto, DCM Shriram, Chambal Fertilisers,
IFFCO, Mahindra & Mahindra, Eicher and Escorts.
Services –Telecommunications
(BSNL), transport, health care, banking (SBI), insurance (LIC) and
education.
1Five levels of Products
Five levels of the product offering: Core
benefit, basic product, expected product, augmented
product, potential product.
The core benefit (mobility,
entertainment) and the basic product (eg. Motorcycle, television)
remain the same both in rural and urban.
At the third level, the marketer prepares an expected
product and defines a set of attributes and conditions that a buyer
normally expects when he purchases a product. A
rural television buyer expects good picture quality,
clear sound and an easy to operate set, whereas an urban consumer looks for
digital sound, flat screen, and features such as child lock and picture in
picture. A motorcycle buyer in rural expects good shock absorbers, fuel
efficiency and low maintenance cost, whereas an urban buyer expects good
appearance, power and style.
At the fourth level,
rural consumers expect a Television set that can run on batteries and provides
better picture quality in weak signal conditions and on-screen display in local
Languages for easy operation. For urban consumer, could be an in-built DVD
player with a television and a set top box to watch his or her favourite.
Fifth level, by offering TV sets that can sustain high voltage fluctuations or TV that can run on alternate sources of power.
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