Pilot Implementation

Implementation is the third and final leg (the first two being research and strategy) of the comprehensive solution framework we offer clients. The results of our engagement become most visible in this phase.

HLL Project Shakti
The model involved identifying, selecting and training rural women to become entrepreneurs as company dealers selling a large portfolio of rural brands. MART’s role included initiating dialogue with the local government agency (District Rural Development Agency), identifying and selecting potential entrepreneurs through a programme of concept selling meetings and interviews. MART also provided the selected candidates with training on entrepreneurship and salesmanship skills, arranged additional finance through local banks, linked women to HLL dealers for procuring supplies, finalisation of orders, etc. The project helped build a network of 25,000 women dealers, or ‘Shakti Ammas’ in 12 states. It has emerged as a win-win model for all – the company has penetrated deeper into smaller village markets generating hundreds of crores of rupees of additional sales revenue annually while the women earn a monthly profit of around Rs 1,000 on a regular basis and are today more empowered. The project has also enabled the government to provide more employment opportunities and banks are able to disburse more funds under priority sector lending.

Tata Shaktee Haat Hangama Campaign
Tata Shaktee GI corrugated roofing sheets is the category leader. However, the awareness of the brand and its sales in rural markets left much to be desired. The company had been primarily using electronic and print media to promote the brand and these had limited rural reach.

Tata Steel approached MART to increase brand awareness and recall. We suggested a direct customer-reach haat and mandi campaign as these marketing platforms are extremely relevant for rural people and visited by thousands of buyers. A branded modular stall was set up at each location, a public address system used to attract visitors, games organised for visitors to increase brand recall and prizes offered. MART has participated in over 5,000 haats from 2004 to 2007 and communicated with over 5 million potential consumers on a one-on-one basis. This targeted consumer approach, touch and feel experience, communication in the local language and enhanced brand recall has resulted in 40% increase in sale of Tata Shaktee GI sheets.

360 degree marketing model
MART has addressed the challenge of creating a low cost and self sustaining last mile distribution and promotion system. The model involves identifying and selecting unemployed rural youth belonging to village youth clubs in the 18 – 35 years age group, with a school education, to promote and sell company brands in rural areas. These self-employed entrepreneurs are given rigorous classroom and infield training in salesmanship. Each promoter is equipped with branded bicycles, umbrellas, storage boxes, T-shirts and caps.

The promoter invests small amounts in buying stock from the nearest company authorised channel partner and sells the same at nearby haats and village shops on the way, averaging sales of Rs 700 – 800 per day. His permanent journey plan is carefully prepared keeping in mind the days on which the Haats are held and including target population strata villages in the coverage.

Since these promoters, hail from one of the neighbouring villages and speak the same language, they enjoy high credibility among customers. MART has partnered with Colgate, Eveready, Heinz, Goodknight and other brands in rolling out this model in U.P., A.P., Maharashtra and West Bengal.