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MART

A-32, First Floor, Sector – 17, Noida


MART Profile
& Work Ares
Contents

Research
Tools
Layout of Presentation

Research
Assignments

Strategic
Roles

Client List
MART
Comprehensive End to End Solution in Emerging
Markets
MART
A Brief Profile

• Established in 1993 MART


has emerged as India’s
leading Emerging Markets
Consultancy Firm
• Unique organization
working both in Corporate
and Social sectors
• We provide end to end
solutions
• Team of 50 professionals
having all India presence
Core Sectors of Work
Areas In Which We are Working

Healthcare Agribusiness Livelihoods

Banking & Telecom FMCG &


Finance Durables
Our Services Portfolio
Describing Our Work Flow
Research
Diagnosis of Business Problem through user centric
method.

Strategy
Developing 4 Ps strategy for Effective Decision Making

Piloting
Demonstration of strategy through incubation in
contained geography
Scale Up
Strategic implementation in large geography evolving
sustainable business models

Training
Rural Sensitisation, Capacity building and Handholding
Our Research Tools
Understanding the Rural Audience
User Centric
Resource Map
New Approach in Rural Leads to
understanding
profile of
• Market Research consumer &
 Rural respondents being less literate cannot respond to numeric community
measurement scales used in urban research behaviour…
availability of
 They display strong association with colors/visuals
commercial and
 MART has developed a set of appropriate research tools and
social
techniques (PRA) to induce community participation and accuracy of infrastructure…
responses ...highlighting
need
gaps…therefore
opportunities
PRA Tool Application
The Activity Clock

Maps the economic &


social activities in
daily life… identifies
time window
available for
communicating with
consumer
PRA Tool Application
The Needs Assessment Tree

Understanding
linkages
with service provider
& quality of
access…mapping
perceptions
…identifying need
gaps
Research Tools
Application of Dyad & Triad

• Rural life revolves around community which influences


the individuals buying decisions. For a high involvement
product, several persons can be involved
– Initiator
– Influencer
– Decider
– Buyer
– User
• Thus in-depth interview of an individual does not capture
buying process fully.
• To understand the buying ecosystem and roles of
different people, Dyad, Triad or a mini group is necessary
Research Areas
Where Do We Focus

• Knowledge, usage, attitude and practices


• Consumer behavior
• Product development
• Brand study
• Demand estimation
• Rural distribution
• Testing communication materials
• Impact Study
Research Assignments
Description of key assignments in the research area
Intel, US
Ethnographic Research

• Objectives
– Technology with relevant solution for the consumer.
– Need to scan rural environment to identify need gaps and
pain points and opportunities
• Research Methodology
– Ethnography Study
– Live in the rural environment
– Observe daily life of men, women and children
– Study associations, aspirations, attitude, interest and
opinions
• Opportunities Identified
– Education, Health and Entertainment
John Deere
Opportunity Mapping

• Objectives
– John Deere worldwide operated in over 50HP category and in India sub 35 HP
contributes the major market.
– Understanding purchase behavior of sub 35HP tractor owners in North India
– Understanding the marketing mix to be used for such a segment.
– To assess the opportunity to enter this segment with a new product.
• Research Methodology
– Qualitative Study using PRA
– Live in the rural environment
– Study associations, aspirations, attitude, interest and opinions
– Followed by Quantitative Study
• Outcomes
– Opportunity of sub 35 HP tractors
– Marketing Mix
Tata Indicom
Consumer Needs Assessment

• Objectives
– Tata Indicom wished to enter the rural market with specific
telecom products and services.
– For this purpose Tata Indicom wanted to understand the needs of
the consumers in rural
• Research Methodology
– Qualitative assessment of different consumer segments
– Slice of Life observations – need for communications
– Associations, aspirations, attitude, interest and opinions
• Outcomes
– Parameters for designing a rural product
– Modes and means of reaching communication across through
specific platforms
Our Esteemed Client List
Description of the clients that we have been working
Our Esteemed Clients
Corporate Sector
Our Esteemed Clients
Development Sector
Curriculum Vitae
Profile of key personnel
PRADEEP KASHYAP
B.E., PGDM Marketing

Pradeep Kashyap is an engineer from BITS Pilani with a PG Diploma in Business Management. He worked for
17 years with MNCs. His last corporate assignment was in 1987 as Head of Marketing of Denso India, part of
the world’s largest auto ancillary.

He started MART in 1993 which has emerged as India’s leading rural marketing and livelihoods promotion
consultancy organisation. He has been Marketing Advisor to Ministry of Rural Development and has served on
PMO and Chief Minister Committees on rural development. He was Chairman of KVIC marketing committee
and a member of NABARD, SIDBI and CAPART national marketing committees. He is a World Bank and United
Nations consultant.

SPECIAL INTERESTS
An acknowledged authority on rural marketing Pradeep kashyap is a recipient of the Jamnalal Bajaj
Endowment Award for his outstanding contribution. He is called the father of rural marketing by industry
experts. He has authored the most definitive ‘Rural Marketing Book’ for students and practitioners alike. His
marketing career spans 37 years. He is a sought after visiting faculty at several premier management schools. He
is recognized as a thought leader and is a regular speaker at CEO forums.

PROJECTS: Some of the path breaking Projects


He started the highly successful ‘Gramshree melas’ for sale of rural products in cities. 300 such melas have
been held in 60 cities benefiting 1,00,000 poor women. MART has also pioneered the 3M micro enterprise
model, the most comprehensive approach for large scale employment generation in rural areas using the micro-
finance route. 3M has been approved by NABARD, governments of A P, M P, Rajasthan, Tamil Nadu and
Orissa and CARE India.

He co-created Project Shakti with Hindustan Lever to appoint women micro entrepreneurs among SHGs as
company dealers. 13,000 women in 12 states have benefited and each of them earns Rs 1,000 per month as
profit from this business.

He has pioneered another low cost, last mile rural distribution model using village volunteers on bicycles for
Colgate, Godrej, Eveready, Heinz and others.

He has led the MART team to develop rural market entry strategy for MNCs and large corporates such as GSK
(Horlicks), Airtel, Microsoft, Goodlass Nerolac and others
SAROJ KUMAR MOHANTA
M.B.A. Marketing

After completing his Management degree in 1992 and a brief stint in advertising space marketing , Saroj
joined Brooke Bond Lipton India Ltd , in the Oil & Dairy Foods Division, as Technical Sales Executive. He
worked in distribution, sales and marketing. In 1999, he joined MART as a marketing consultant
undertaking research and consulting assignments. The experience of understanding the business
environment, consumer behavior and developing innovative strategies to meet market needs was
instrumental in further developing understanding of rural sector as a whole. He has since been involved in
developing innovative rural research tools and methodologies in the team.
SPECIAL INTERESTS
Saroj has deep insights into the rural consumer behavior. His interests are to understand the consumer in
the low income high volumes markets or the ‘emerging markets’.
He is a qualitative researcher with experience in ethnography and has built understanding of rural consumer
life, aspirations and behavior. He has worked with the team to develop innovative approaches in market
research like adapting social research tools to market research tools.

Key Expertise
Research Project planning & design
Market analysis
Distribution systems and logistic planning
Designing Positioning strategy
Countries worked .India, Nepal, Bangladesh

PROJECTS:
Intel : Ethnography Research to understand Rural Life in Context of Education, Health and Entertainment. Ethnography research
including PRA tools, interviews, influence track, photographs and video were applied.
Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs
Novartis : Qualitative Research to map the general ailments and the health services seeking behavior of rural population with respect
to the ailments. Also map the available health services in the villages in both government and private sector.
AED (USAID Program) : Evaluate and assess the distribution models of socially marketed products under the USAID, N-MARC
program in Nepal
PANKAJ MISHRA
M.B.A. Rural Marketing

After completing his Management degree in 2000, he worked with USHA Martin and joined MART in
2001. He joined PSI in 2004 in the area of research, monitoring and evaluation of health programs. He
rejoined MART in 2006 and has been with MART since.

SPECIAL INTERESTS
He is a qualitative researcher with experience in ethnography. He has been part of the team which has
evolved PRA and other innovative research methodologies.

Key Expertise
•Formulation of project proposals, Secondary data research, questionnaire designing, Co-ordination and
supervision of Project team, data compilation and analysis

Countries worked .India, Bangladesh


PROJECTS: Relevant projects
Intel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas.
Understanding of health consumer’s health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on
health consumption process.

Intel, Bangladesh : Ethnography Research to understand Rural Economy , Household Income and spend on Health .

UNICEF : Conducted Qualitative Research to understand ‘Knowledge, Attitude, Behavior and Practices related to Water and Sanitation
to develop Behavior Change communication strategy in Rajasthan

HPCL :Conducted qualitative study to understand the cooking habits and usage of LPG in rural households. The relevance and
acceptability of 5 Kg LPG cylinder in the rural households.

DA : Conducted a study on livelihood, Natural Resource Management, Infrastructure and Community empowerment in Bundelkhand for
Development Alternatives

DPIP-MP: Baseline study of Non Timber Forest Products for livelihood promotion. The study required tracking of the roles of various
stakeholders in the value chain and value addition to the NTFP.
BISWADEEP PALIT
M.Sc. Econometric

After completing his Masters in 1993, he worked with a few reputed research organisations before joining
MART in 2005. He has specialized in conducting qualitative studies specially with the BoP markets.

SPECIAL INTERESTS
He is a qualitative researcher with experience in ethnography. He has been part of the team which has
evolved PRA .
Key Expertise
Primary & Secondary data research, questionnaire designing, Co-ordination and supervision of field
team, and analysis & Report writing

Countries worked .India, Bangladesh


PROJECTS: Relevant projects
Intel, India : Designed and conducted ethnography study on health services delivery structures in rural and semi-urban areas.
Understanding of health consumer’s health seeking behavior, share of wallet for health expenditure and the socio-cultural influence on
health consumption process.

Intel, Bangladesh : Ethnography Research to understand Rural Economy , Household Income and spend on Health .

Honeywell : Study the need gaps in the rural health delivery systems to develop concepts and product designs

Novartis : Qualitative Research to map the general ailments and the health services seeking behavior of rural population with respect
to the ailments. Also map the available health services in the villages in both government and private sector

Shell Foundation: Qualitative study using ethnography research tools and PRA to understand kitchen behavior, cooking stoves, fuels
and costs involved. The study inputs were used to develop inputs for improvised biomass stove

Max New York Life: Evaluation and assessment of the non-conventional channel partner designed for marketing of a insurance product
targeted at BoP markets. The study required a ethnography study of the channel partners and the interface of the non-conventional
channel partners and the target group customers.