Strategy Formulation

Creating winning strategies for our clients is one of the key objectives at MART. The strategy could be for setting up a cost-effective robust distribution system or an activation strategy for promoting brands in remote rural areas or product development or pricing strategy. Market research is geared towards developing appropriate strategies. These are then tested through pilots, refined and scaled up. Our endeavours to co-create successful strategies with our clients have enabled us to create a unique position for MART. Some of these strategies are described below.

Product strategy
The need and usage of products is often different among rural consumers, To succeed in rural markets it is important for companies to understand rural usage and attitude towards products. MART has helped many corporates in developing products strategies.

Distribution Strategy
The biggest challenge in rural marketing is reaching products to locations at a profit. MART has pioneered several rural distribution models. Project Shakti which we co-created with Hindustan Unilever where individual women from micro-finance groups become company dealers is our best known contribution. However we have several other models including the last mile bicycle model that has been used by Colgate, Eveready, Heinz, Goodknight, Tata BP, Hutch and others.

Promotion Strategy
Below the line, one-on-one communication is crucial for creating awareness and building brands in rural India. MART has pioneered the use of haats, melas, mandis, sugarmills and other public platforms by putting up branded stalls for communication with rural audiences.