As the booming telecom sector in India presents tremendous growth opportunity to related service sectors like VAS (such as news/ jokes/ music/ weather information), people like JO Shah from New Delhi are keen to know how the opportunity can be leveraged in the rural areas.
Dr Prafulla Y Agnihotri, Professor of Marketing, IIMC & Co-author of the book ‘Principles of Marketing: A South Asian Perspective’ with Philip Kotler suggests that first of all it is very important to have an on-ground survey to find out what each of one’s target market values. “For instance, a youngster in New Delhi may not be interested in weather information as much as music and jokes. After ascertaining this, you may design specific value propositions to attract each target markets,” he says.
Dr Agnihotri answers to queries like these in ‘Pitch Q&A’, a new segment started in Pitch, the monthly marketing magazine from the exchange4media Group.
A renowned marketing thought leader, Dr Agnihotri carries 10 years of varied industry experience and over 14 years of experience in academics. He holds a Master’s degree in Management Studies and a Doctorate in International Marketing strategy; teaches courses in Marketing Management, International Marketing, Services Marketing, and Strategic Brand Management. He is also a visiting faculty at Euromed Marseille, Marseille-Provence, France, and CERAM, Sophia Antipolis, France.
To a query from Dushyant Ojha from Noida, on possibility of profitable business model through organised retail in rural areas, Dr Agnihotri suggests that profitability in organised retail depends on a lot of variables – merchandising, scale of operation, target market, pricing strategy, and so on. “Each of these variables is very important to assess the profitability of a particular retail business,” he says.
Most of the consumer electronics brands are taking up environmental cause to boost their image. But then going green is so common now that consumers have already begun doubting it as yet another marketing tactics. What could be an alternative way?
Replying to this question from Manik Patel from Ahmedabad, Agnihotri says that the aesthetic appeal of a brand can also help its image in big way. “You may look at the aesthetic appeal of your brands. It could be a key differentiator. Also, check for the positioning strategy of your competitors – whether they have left any space for you which would be of importance to your target market,” he says.
Readers and marketers can reach out to Dr Agnihotri through Pitch and address their queries to him at firstname.lastname@example.org. Two best questions, selected by Dr Agnihotri will get a six-month free subscription of Pitch.
Dr Prafulla Y Agnihotri replies to readers’ queries in Pitch’s new segment – ‘Pitch Q&A’