CASE 6
Segmentation Dilemma
“Selling consumer durables in rural areas is not a piece of cake. It requires understanding of the revolution taking place in the rural areas. The contribution of rural market is growing. But penetration rates for big ticket items are still abysmally low” said Mr. Sekhar, Vice-President (Marketing) of Sonica Televisions. He was making a presentation to his management team on how to segment market with focus on rural markets. He proceeded: “I have statistics to substantiate this point”.
Table 1 Penetration of Products (%)
| Product | 1985–86 | 2000–01 |
|---|---|---|
Toilet Soaps |
18.4 |
97.92 |
CTVS |
1.1 |
4.5 |
DURABLES VS FMCG’s MARKETING
Marketing durables is different from the marketing of FMCG’s for the following reasons.
- Consumer ...
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