Académique Documents
Professionnel Documents
Culture Documents
Emerging Markets
MART
Vision
Mission Values
Research
Business Problem Diagnosis through user centric
approach
Strategy
Develop Strategy for Effective Decision Making
Pilot
Demonstrate strategy in contained geography
Scale Up
Scaled up sustainable business models
Maps the markets for products/services in the area…….. mobility of consumer in his
environment….. Access behavior to different markets for different product categories
Activity Clock
Tata Indicom
• Study the rural consumer’s telecom needs and identify drivers for
consumption.
• Study the retailing behavior of telecom products in rural markets
Airtel
• Study the rural consumer access to market services and
telecommunication as a medium in the process. The study covered the
VAS services and their acceptance among rural consumers. Insights
were built for developing new VAS concepts.
Assessment /Evaluation
Research
• Microsoft
Need analysis studies in rural areas to identify and select services
which can be delivered through ICT kiosks.
Study the different ICT kiosk models across the country and evaluate
their services for operating gaps and recommend services to
generate higher footfalls and higher acceptability of services
• BBC
Study to measure the impact of communication aimed at youth in
the Hindi heartland. Measure the recall, intention to listen to BBC
and intention to associate with the local programs to be aired by
BBC.
Assessing Sustainability of CIC :
Grameen Phone
• Objective:
– Assess the feasibility of the 16 CICs set up by Grameen Phone for their existing
services and identify potential new services
• Approach:
– Qualitative study among consumers to identify the enabling factors and the
barriers to use, for the existing services….. Poor browsing capability….
Important sites not known ….. Need for vernacular
– Study the non consumers for their barriers to use and identified potential
services for them….. New target segments ….. Potential for greater footfall at
the CIC
– Quantitative study to quantify the enabling factors and barriers ….. Assess
most potential services …… business plan for the CIC to breakeven ….
Subsequently make profits
Grameen Phone developed services …. agri-extension … education
….employment to target youth and farmers ….relevant services for youth...
Increasing footfalls …..enhancing feasibility of CICs
Sectoral Study and
Strategy
• Understand the •Rural population unaware of health issues • identified the ailments for
awareness of identified arising out of mal nutrition, infection and which the company had
ailments, health issues allergy products and wanted to gain
and related pain points in a larger market
•Recovery of ailment is considered effective
accessing health services as soon as the patient feels better and can •Nutrition for mother & child, TB,
• Assess the reach of the go back to work. Most of the time do not allergies were prioritized
company brands complete the dose •Need to associate with
•Health service providers in villages qualified doctors in semi-
restricted to RMP and government urban
appointed nurse. •Need to build awareness
•Quality health services, both public and about timely and complete
private, available in block town treatment among people
Project Arogya
A new
Pilot Inputs Scale Up
approach
The model has won Silver Award for Best Long Term Rural Initiative in RMAI Awards 2008 and
Silver Award for Best Rural Marketing Initiatives in WOW Awards 2009. It was also nominated in
the Innovative Marketing Model category in the Golden Peacock Awards 2008
Project Arogya
Breathing Space Program
Reducing Indoor Air Pollution
Prototypes
developed based Inputs for Product development
on pain points Single and double burner requirement
Smokeless
Easy to fire and maintain burning
Portable
Easy to clean and maintain
Should be able to use wood/agri-waste as fuel
Select a Product Concept
Thank You