MART conducts market research to understand the rural consumer for his consumption behavior and attitude towards consumer goods; develop strategies based on research to segment and target, design low cost ‘last mile’ distribution models and design effective communication models; pilots the strategic implementation to take the strategies from the drawing board to the market and then for sustainability and scalability.
Consumer goods demand effective distribution and communication models as these are purchased repeatedly at a regular frequency. MART has established time tested sustainable and scalable models for ‘last mile distribution’ and has effectively used ‘existing traditional rural events’ like haats to communicate.
Challenge/Problem: Understand the market opportunity for fortified curd among low income consumers
Our Approach: The research was designed in two parts, first to understand consumers and second to study retail behavior
Challenge/Problem: Mosquito repellents in two forms were tested for their relevance and acceptance in different socio-economically classified households. Study was conducted in small towns of Maharastra and Tamil Nadu.
Results/Solution: The study assessed the relevance and acceptance for each type of prototypes among different SEC households. One prototype had higher acceptance in SEC A households.
Challenge/Problem: 30% of population in the rural areas of Uttar Pradesh (India), do not use dental hygiene products. The leading brand in dental care needed to grow the market against growing competition from MNC brand and Indian brands
Results/Solution: DISHA was scaled across 28 districts of Uttar Pradesh and nearly 250 youth entrepreneurs became channel partners to the company’s distribution network. Their contribution to sale was 15% of the total rural sales in U.P.
Challenge/Problem: Understand the consumption habits of sparkling drink among rural consumers and identify communication cues for effectiveness
Our Approach: A qualitative study was conducted to understand the target consumer and their association with sparkling drinks. The consumption practices and attitude was studied in different states. Insights were developed towards consumer preferences and aspirations.
Results/Solution: Communication cues were used to develop the concept of ‘occasion to celebrate’ with sparkling drink.
Saroj Kr. Mohanta: Saroj’s interests lie in understanding consumers in low income, high volumes markets or the ‘emerging markets’. He has built deep understanding of rural consumer’s life, aspirations and behavior especially in the area of FMCG and durables. He has developed innovative approaches in market research like adapting social research tools to market research tools. He has worked a number of projects for world reputed organizations.
Nikhil Sharma: Nikhil, a Post Graduate in Rural Management from IIRM, Jaipur has a decade long experience working with the rural communities and deeply understanding their needs and behavior. His special interests lie in developing on-ground communication strategies for low income segments. He has worked on creating award winning rural communication and distribution models for various consumer goods and durable companies in India. Nikhil also handles business development for the corporate sector and overall supervision of operational aspect of implementation projects at MART.
JK Lakshmi Cement
World Gold council(WGC)