Segmentation

DISSERTATION

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Segmentation, targeting & positioning of coconut oil in rural india

Abstract

India’s consumer market is riding the crest of the country’s economic boom. India’s fast moving consumer goods (FMCG) sector is the fourth largest sector in the economy of India with a total market size. If I go by statistics, roughly around 68% of the Indian population lives in the rural areas- that’s a very large market. Many giant players are competing in the market with a view to capture it. The growing consumerism in India shows the rapid increase in Indian consumer purchasing power, it shows strengths and opportunity that lies in rural Indian markets especially for FMCG products. As a result of it I have opted to do a report under a FMCG manufacturing Company of coconut oil.

As the major part of the market is yet untapped one needs to evolve a set of strategies and plans to tape the potential Indian consumer market. To capture such a great opportunity, only good product and brand awareness will not be sufficient but proper distribution channel must be there. As a result I have conducted the Market Research of 132 retailers’ associated with company which are having more than 2 products of the company. Along with retailer's I also meet distributors to assess their satisfaction level which will definitely help company to improve its efficiency and thrive upon its strong Points.

The project was conducted with the help of company. Presently company has two dif distribution channel, one for urban areas and another for rural areas.

I have also identified the of retailers for different Brand/Products as well as also studied the Parameters for each brand, which clearly suggest what are the strength's of the company and where the company is lacking and what improvement it need to do in order to achieve high satisfaction level among the Retailer's who are Key in the Distribution channel of the Company.

Approaching different intermediaries, I have collected...