Mulund College of Commerce.: Academic Year: 2004 - 2005

Condom Marketing in Rural Maharashtra
MULUND COLLEGE OF COMMERCE.

Academic Year: 2004 - 2005
T.Y.B.M.S. @ MCC 1
COMPILED BY:
TYBMS-I
RAKESH ADHAV 01
MIHIR ATHA 05
SUNIL BURKUL 08
VISHAL DHADKE 12
ROSHAN KHAN 27
CERTIFICATE
T.Y.B.M.S. @ MCC 2
This is to certify that RAKESH ADHAV, MIHIR ATHA, SUNIL

BURKUL, VISHAL DHADKE, ROSHAN KHAN,
, students of TYBMS (semester VI) have completed
the project on RURAL MARKETING under the
guidance of
Mr.________________________________________________
and the information is true and original to its best
knowledge.
SIGNATURE
T.Y.B.M.S. @ MCC 3
DECLARATION
We, the undersigned students of TYBMS (semester VI)

declare that we have completed the project on
RURAL MARKETING and the information is true and
original to its best knowledge.
RAKESH ADHAV 7701 _______________

MIHIR ATHA 7705 _______________
SUNIL BURKUL 7708 _______________
VISHAL DHADKE 7712 _______________
ROSHAN KHAN 7727 _______________
ACKNOWLEDGEMENT
T.Y.B.M.S. @ MCC 4
Thank You is a very gratifying word. Every project is

incomplete without expressing grateful acknowledgements to
the people who gave guidance and help throughout the
project.
First and foremost we thank Almighty for giving us the

spirit to put in our best efforts towards our project.
We are thankful to our faculty Mr. Pawar for his valuable

guidance and providing insight to the subject.
We are also grateful to library of Mulund College of

Commerce for the numerous books available for the handy
reference.
Lastly, we would thank each of our group members

because we believe that “Each one makes a difference –
BIG or SMALL!!!”
CONTENTS
T.Y.B.M.S. @ MCC 5
TOPIC NO: SUBJECT PAGE NO:
1) INTRODUCTION 11
2) SELECTING MARKET 13
3) MARKET INFORMATION 15
4) DEZIRE LTD 17
5) PRESENT MARKET SITUATION 19
6) SWOT Analysis 23
7) MARKETING OBJECTIVES 26
8) MARKETING STRATEGIES 27
a) PRODUCT 27
b) PRICE 32
c) PROMOTION 34
d) PLACE 43
9] LONG TERM PLANS 60
10) CONCLUSION 61
T.Y.B.M.S. @ MCC 6
OBJECTIVES
• To understand various procedure of launching a product

in rural market and the involvement of government and
other Financial Institutions.
• To know the different strategies used by company’s to

launch and capture unexplored market
• To study the existing and emerging market segments in

different fields.
• To monitor new trends in India and launch successfully

condoms in rural area.
• To know general attitude of people of rural market.
SUMMARY
Rural Market is said to be an under-explored market. Majority

of people in developing country lives in rural area. Their
T.Y.B.M.S. @ MCC 7
development is crucial for the mobilization of domestic
resources and growth of the economy.
This project on Rural Marketing -- Condoms is divided into

various sections for better understanding. Each topic provides
true and practical scenario of actual happening and the
process in launching a product in the rural market.
The first part provides information on the potential market in

rural India. The second part covers about the existence state
of our company.
The next topics will provide complete insight on the

marketing strategies employed i.e. the 4-P’s - Product, Price,
Place, and Promotion.
The next topic covers the importance of conducting

awareness programmes in rural areas.
Precisely, we come to know ‘what it takes to launch a product

in rural area’.
METHODOLOGY
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The study is basically conducted to understand the practical
essence of the rural market of India. In classrooms, we talk a
lot about the theoretical concepts on every topic but an
attempt to know how far these concepts get accepted in the
market was the aim of this project.
The project undertaken is a comparison between theoretical
and practical aspect of launching of product in rural area.
QUANTITATIVE ASPECT:-
Primarily, various books on Rural Market were read to know
various features and principles and attitudes of rural people.
Moreover, various magazines were read to know about the
present situation of the Condom Industry in India.
Websites were visited and information regarding the condom
industry, its pricing strategies, the statistical studies made of
these industries was learnt.
QUALITATIVE ASPECT:-
Some rural markets of Maharashtra were visited to study the
present situation and obtain relative information regarding
rural problems, distribution patterns of various brands etc.
T.Y.B.M.S. @ MCC 9
METHODOLOGY
TOOLS
MARKET VISIT RESEARCH LITERATURE ORGANIZATION
DATA COLLECTION
OUTPUT
INTRODUCTION
Dezire Condoms Ltd. is a condom manufacturing company

which has been catering the demand of urban India for the
past two years.
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It has created a niche for itself in the market in this time and
is doing sufficiently well.
Therefore, the company also plans to expand its operations

and business by entering the rural market.
So, the company has analyzed its present situation in the

market with the help of research work done over the past
nine months.
On the basis of the analysis, the company decides to test its

product in one of the rural markets of India.
And since, Maharashtra records the highest incidence of HIV

in India, accounting for over 50 percent of all HIV/AIDS cases
in the country, the company has zeroed in on Maharashtra as
the market where it can experiment its expansion plans.
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Once the operations in Maharashtra are successfully
completed and the company makes a strong foothold in rural
Maharashtra, it will start entering into the other rural markets
in India.
Therefore, the company has decided to analyze its position in

Maharashtra and thereby, make a proper marketing plan for
the future expansion and growth of the organization.
SELECTING THE MARKET
India has a population of over one billion people. It is

predominantly a rural country, with 70% living in villages.
India has been a pioneer in family planning, with public
reproductive health programs available since the 1950s. But
T.Y.B.M.S. @ MCC 12
even after these efforts its population has doubled in the last
30 years.
Maharashtra, one of India’s largest and populous states, has
a population of approximately one hundred million.
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With more than 10 million people, Maharashtra is the second

largest state in India in terms of population.
The state has seen significant increase in literacy rate during

the past decade. The literacy rate rose from 64.88% in 1991
to 77.27% in 2001.
The gap between rural and urban literacy narrowed

considerably, as rural literacy rose from 55.52% (1991) to
70.84 %(2001).
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MARKET INFORMATION
The first AIDS case in Maharashtra was detected in Mumbai in

May 1986. Today, the State records the highest incidence of
HIV in India, accounting for over 50 percent of all HIV/AIDS
cases in the country. According to National AIDS Control
Organization (NACO), as far as the AIDS epidemic is
concerned the State is categorized as Concentrated – Stage I,
with HIV prevalence rate in antenatal clinics exceeding one
percent (2.4%).
Recent evidences reveal that HIV infection is rapidly

spreading from high-risk groups to the low risk groups. In
1999, HIV prevalence among STI patients in Maharashtra was
19 percent. In Mumbai, prevalence of HIV among STI patients
had risen in 1999 to 56 percent from one percent in 1987.
During the last decade Maharashtra State AIDS Control

Society (MSACS) and Mumbai District AIDS Control Society
(MDACS) implemented a number of activities as part of
National AIDS Control Program under the leadership of
National AIDS Control Organization (NACO) for the prevention
of HIV/STI. Activities include awareness generation, behavior
change communication, condom promotion, and
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management of sexually transmitted diseases (STIs)
including the training of health care providers.
Since the awareness programs are being successfully run in

many parts of rural Maharashtra, Dezire Condoms Ltd. will
not have to start from the roots, as basic foundations have
been laid over the years by many social organizations, few of
them which we have mentioned above.
These social organisations provided useful insights into the

existing scenario in the State in relation to major commercial
sex access points, risk behaviors of the key target groups, the
quality of STI/HIV health care facilities, condom supply and
communication needs of the people. More importantly, it
provided information which will help in launching our product
in Maharashtra.
It is expected that this information will also be very useful for

our future expansion plans in other parts of the country.
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OVERVIEW ON DEZIRE CONDOMS
LTD.
The brand- Dezire is owned by Dezire Condoms Ltd. Dezire

Condoms Ltd was formed in July 2002.
Dezire Condoms Ltd. into manufacturing condoms of various

varieties to cater the market needs.
The Dezire brand name was derived from the six principal
attributes of the product – Durability, Excellence, Zeal,
Immunity, Reliability and Enthusiasm The brand name was
registered in 2002.
The Dezire brand is credited with many developments in the

modern evolution of the condom. These include lubricated
condom, anatomically shaped condom.
The manufacturing unit of Dezire condoms is in the state of

Tamil Nadu. The registered office is at Mumbai from where
the entire business is administered.
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The distributors for our products are present at most
strategically important regions around the country from
where our product could reach our targeted markets, i.e. the
urban markets.
The Dezire.com web site plays a key role in enabling the

company to communicate with young adults across India and
provide them with safer sex information in their own
language. The web site also allows sexual healthcare
professionals to exchange information online.
With continued investment in marketing and R&D, Dezire is

now recognised as the premium brand in terms of quality,
safety and reliability.
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PRESENT MARKET SITUATION
According to the retail audit conducted by us, the number of

condoms sold in 2003 through commercial outlets in
Maharashtra was approximately 55 percent in urban
commercial outlets and 45% in rural area.
Location of Condom Sales

Condom Approx Approx Approx Expected
Sales (%) 2001 2002 2003 2004
Urban 60% 58% 56% 55%
Rural 40% 42% 44% 45%
Total 100% 100% 100% 100%
In Maharashtra several categories of condoms are supplied

through retail outlets, including commercial brands and
socially marketed brands.
The price of a socially marketed brand is lower than a

commercial brand due to subsidies provided by the
Government of India (GOI) and various international donors.
Socially marketed brands include Zaroor and Masti as well as
Super Deluxe and Deluxe Nirodh.
Apart from Dezire, commercial brands of several types were

available.
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These included:
1) Indian brands: manufactured and marketed in India by

Indian companies such as Kohinoor and KamaSutra. These
accounted for the largest volume share of commercial sales
in Maharashtra – close to 70 percent of volume sales in any
given
year.
Market Share
of Top Condom Brands in Maharashtra
Maharashtra % Share Volume
Sales
TTK – LIG: Kohinoor 25.7
Durex 4.3
JK Ansell: KamaSutra 13.8
Others 3.0
DKT Zaroor 12.9
HLL Deluxe Nirodh 12.1
Dezire Dezire 9.8
Foreign Various 10.9
Others(NGO) Various 7.5
Total 100.0
2) Indian-made foreign condoms (IMFCs): manufactured

and marketed by Indian companies, with non–Indian names
such as Beach Blonde and Swiss Kiss. IMFCs accounted for
only a small share of commercial condom sales and were not
promoted to consumers by the manufacturers. They offered
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above average profit margins to sellers such as 200 percent
vis-à-vis 30 percent for an Indian brand name.
3) Genuine foreign condoms and fake foreign

condoms:
Both genuine and fake foreign imports have labels indicating
foreign manufacture. In both cases they use erotic images to
attract buyers.
A wide range of condom brands and prices are available to

consumers in Maharashtra. These include free, partially
subsidized, economy, premium, and super premium
categories.
Condoms are still primarily sold through chemist shops and

less so through pan (betel leaf) shops, grocers and general
stores.
Because there are fewer chemists than other types of stores,

and they kept shorter hours than other stores, increasing
distribution to additional types of outlets may increase
consumer accessibility.
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Many retailers, even if they stocked condoms regularly, are

uncomfortable with visible condom promotion in their stores.
Greater visibility of point-of-sale promotional materials may
be facilitated through education and desensitization of
retailers.
SWOT Analysis
A] Company
T.Y.B.M.S. @ MCC 22
STRENGTHS WEAKNESS
 Good image – Quality  Negative Attitude of

Company. some sections of
 Good resources – society.
Financial; Technical.  Ignorance towards this
subject.
 Huge Operational Cost.
OPPORTUNITIES THREATS
 Entering Unexplored  NGO’s and Government

Market. distributing similar type
 Good Research and of products at very low
Development. price.
B] Product
T.Y.B.M.S. @ MCC 23
STRENGTHS WEAKNESS
 Good range of sizes.  Costlier than condoms

 Quality Product. provided by NGO’s and
 Good Quality Rubber. Government.
 ISO Certified.  Less range of products
in rural market.
 Improve Product and  Presence of

reduce cost Competitors providing
 Increase in Production, wide range of varieties
thereby reducing cost in rural market.
per unit.
C] Geographical sales area - Maharashtra
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STRENGTHS WEAKNESS
 Existing Distribution  Transportation distance

Channel. and cost.
 50% of HIV cases are  Prevalence of Shyness

found in Maharashtra. amongst rural
Population.
MARKETING OBJECTIVES
Objectives are what we want to achieve; strategies are how

we get there. A marketing objective concerns the balance
T.Y.B.M.S. @ MCC 25
between the products and their markets. It relates to which
product we want to sell in which markets.
Taking the above aspects into consideration Dezire have the

following Marketing objectives for ‘Topi’.
 Launch the product into the rural market effectively.
 Establish a strong distribution channel.
 Create awareness about the product in rural

Maharashtra.
 To increase the overall sales turnover by 15%.
 To gain maximum market share in Maharashtra by

introducing ‘Topi’ successfully.
 To increase gross profit by 20% in the next three years.
MARKETING STRATEGIES
1] PRODUCT
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Brand Name
Condom is the only product that our company manufactures.
And presently Dezire is making a foray into rural markets of
Maharashtra with the brand name ‘Topi’.
The name ‘Topi’ has been decided upon, after a market

research in rural India. It was seen that most people used the
word ‘topi’ to refer to condoms and thus it was decided that
to gain rapid popularity amongst consumers and tap the rural
market it would be appropriate to enter the market with the
name ‘Topi’.
Product Portfolio
Thinness
Our Average Condom Thinness Is 0.0027"
We Consider .0019" or less to be "Super Thin" and More
T.Y.B.M.S. @ MCC 27
Sensitive
Length
Our Average Condom Is 7.5" Long.
We Consider 7.75 or Greater to be "Longer" and 7.125" to be
"Shorter".
Length Measurement is taken from Tip to fully rolled base.
Width
Our Average Condom Is 2" Wide

We Consider Less than 2" to be "Snug" and longer than
2.125" to be "Large".
Width Measurements are taken at the middle of the condom
shaft.
Headroom
Our Average Condom Headroom Measurement Is 2.125"

We Consider 2.25" or More to be "Roomy" and 2" and less to
be "Form-Fitted"
Measurement is taken in the middle of the head.
Product description
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‘Topi’ will be introduced in the market with its two variations

i.e. the unflavored condoms and the
strawberry flavored condoms. Strawberry
is the most widely accepted flavor of condoms
and since we are trying to establish this b-rand
in the market we are going with a single flavor and will bring
in newer and fresher flavors in the future.
However, it is through unflavored condoms that we will look
to get maximum customer base.
Manufacturing Process
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Topi will be made out of good quality Latex rubber which will
be manufactured at the factory in Tamil Nadu. The
manufacturing process is as follows:
 The latex is pumped into vats for chemical additions and

compounding.
 Compounding is the stage where chemical
preservatives, vulcanizes, and compounding agents are
mixed with the major raw material "natural latex". The
solution produced at this stage is then fed into huge
vats.
 Glass moulds, called formers, are then dipped twice into
the liquid latex. Dipping is the stage in which the
condom is actually formed.
 After the dipping process, the condoms then proceed to
the drying ovens and the leaching and stripping tanks.
Leaching removes the latex residue and odor.
 The condoms are then washed, dried, and covered in
talc to remove any tackiness in the latex. These are the
finishing stages of the primary production.
 The condoms are immersed in the powdering tank (a
slurry consisting of corn starch, magnesium carbonate,
and anti-bacterial chemicals). This process keeps the
latex from sticking.
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Packaging
• Topi Condoms are packaged in two different manners.

• We would sell sachets of Re1 in which the customer
would get 1 condom.
• We also have a Rs. 4 Packet which would have 5
condoms in it.
• These packets will be packed in bigger cardboard box
for better storage and handling purposes.
• We would have revealing pictures of Models on the
cover of our packets. But the boxes in which these Rs. 4
packets are stored would not carry these pictures for
better convenience of the medical shop and general
shop owners.
• Behind the packet there will be a note on How to use a
condom and other necessary information in local
language i.e. Marathi.
• The following is the picture of the cover of Brand Topi
We will a different cover picture for our Strawberry

flavored Condoms.
T.Y.B.M.S. @ MCC 31
2] Price
On the basis of the kind of product we can take up one of the

following pricing strategies –
• Setting a uniform price everywhere

• Setting a market-based price
• Setting a cost-based price
Our product being very competitive and as we have adopted

penetration strategy for entering the market we would use
the cost based strategy.
The price would be based on the cost of production, location

of the markets, cost of transportation, the general income
levels and the demand-supply position in that market.
Special attention would also be given to the Competitors

price in the particular region.
Since we are trying to penetrate into the market we would be

pricing our product lower than we priced in other markets.
We also aim to give a good percentage of profit to the retailer
on every unit sold.
T.Y.B.M.S. @ MCC 32
The price cut-off is as follows:
Product Packagin Wholesal Retail Consumer
g e Price Price Price
Topi 5 pieces 2.90 3.20 4.00
Here, the cost per unit is 46 paise and our total cost is around
2.30. By selling it to wholesaler at 2.90 we are making a
profit of 20%.
Wholesaler makes 10% profit from the retailer by selling the
product at 3.20, and the retailer makes 25% profit on the
product by selling it to consumer at Rs 4.
The maximum price the retailer can charge is printed on the
product package.
We also plan to sell single pieces of our product in sachet.

The retailers will be provided a box of 50 sachets through
wholesalers which they could sell to the consumer as per
demand.
Here, the cost per unit is 50 paise and our total cost is around
Rs.25 for whole box. By selling it to wholesaler at Rs. 30 we
are making a profit of 20%. Wholesaler makes 16.67% profit
from the retailer by selling the product at Rs 35, and the
retailer makes 40% profit on the product by selling it to
consumer at Rs 1 per unit(per sachet).
T.Y.B.M.S. @ MCC 33
3] Promotion
• The promotional campaigns of different products may

differ from state to state or may be the same for all the
states.
• In case of our product (Topi), huge promotion strategies
will be required as we are launching our product and will
have to create brand awareness of our product.
• We also have to make people aware about condoms its
importance and its use.
• We are launching first in Maharashtra, so we will use
Marathi so the target market understand the promotion
activities. Hence, the language largely used would be
Marathi.
The sales promotional activities we would undertake would

be as follows:
• Initially, Free Condoms would be supplied to the Doctors

and Hospitals to create awareness and use Rural Market
Practitioners(RMP) for creating awareness.
T.Y.B.M.S. @ MCC 34
• After creating awareness we will be able to know our
market and plan our promotional strategies accordingly
in particular areas.
• We will use a lot of print media as it is cheap medium

and very effective medium in rural areas. Various
banners, wall painting, Boards etc will be made to
promote our product.
• Elephants could be painted with product related

messages and paraded throughout the village to create
awareness about the product and it’s importance.
• Special discounts will be offered to retailers so as to

increase the demand from the retailers’ side.
• Various ads will be placed in local exotic magazines so

as to make awareness of the product.
• Various Ads would be shown in the theatre and some

promotion programs would take place at the theatres’
screening Adult movies.
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• Posters and stickers will be designed in such a manner,
without causing discomfort or embarrassment to any
person.
• We will also organize “Sex Education Programme” and

awareness programme with the help of Rural Medical
Practitioners (RMP).
• Leaflets carrying information on Sexually Transmitted

Diseases (STD), AIDS and the importance of using
condoms would be given to RMP’s to distribute amongst
the villagers.
T.Y.B.M.S. @ MCC 36
Awareness Programme
Rural Medical Practitioners
RMPs are men, who practice medicine, but they are not
certified medical doctors and have no established standards
or practices; the term RMP is a broadly descriptive category
that is nonetheless widely understood and used.
Most RMPs have some medical experience but it may range

from having assisted a licensed doctor to working in a
chemist’s office.
Rural people use their services because they are

inexpensive, and because of the dearth of certified medical
practitioners.
A RMP may own his medicine shop (47%) or have an

agreement with a medicine shop, or he may only provide
medical advice.
With the private qualified doctors concentrated in urban

areas, the Rural Medical Practitioners (RMPs) have emerged
as the single most important source of health care in rural
India.
T.Y.B.M.S. @ MCC 37
We will franchise private doctors and Rural Medical

Practitioners, the quasi-professionals common in India, to
provide our product.
They are not employees of our company, but rather private

contractors in a long-term franchise relationship with Dezire.
DEZIRE’s rural marketing program relies on Rural Medical
Practitioners (RMPs).
The selection of RMPs is based on the following criteria:
1. Only those RMPs whose primary work is medical practice

and has previously worked with a qualified doctor can be
selected.
2. RMPs should be in the age group of 20-40.
3. Only those RMPs who are literate enough to understand,
read Marathi can be selected.
4. RMPs should either have a clinic outfit or a medical store
either at home or away from home.
Dezire has launched a premier network of RMPs that has

some aspects of a franchise system.
Two RMPs, selected from each panchayat (village council),

receive two-day training.
T.Y.B.M.S. @ MCC 38
We will ensure competition by selecting two RMPs from each

panchayat, and two more additional individuals held in
reserve. The RMPs benefit by training and by heavy media
promotion of our product.
A medical doctor teaches the RMP’s to identify reproductive

tract infections (RTIs) and sexually transmitted diseases
(STDs) using the World Health Organization syndromic
approach. They are taught about the importance of condoms
and how to conduct a programme in the rural area i.e. (with
the help of Sarpanch and what to include in programmes)
The RMPs receive certificates bearing their photographs at

the end of the two-day training session along with advertising
and promotional materials. Once they have successfully
completed their training they will start educating their area
and use our promotional materials. And since they are the
only source of rural people, selling product through them will
be a good marketing strategy to capture the market.
The RMP’s would be provided with complete literature

required to conduct programmes in the rural area. There
would also be assistance from the team which performs
street plays in such programmes.
T.Y.B.M.S. @ MCC 39
OTHER MARKETING TACTICS – 3 B’s
1] Barbers
Mobile Barbers (nai) carrying their accessories and moving

around the village is common in rural area. According to us,
he is a potential seller of our products as he would ensure a
good reach of our product. We also found that the villagers
talk about a lot of things while availing the services of these
kinds of barbers and so we could train such barbers to impart
information and knowledge regarding condoms to villagers.
We would identify such barbers and select them in a similar
manner to the selection procedure of RMP’s. We would also
ask him to put stickers of our product on his accessory case
which he carries along with him, which would prove to be free
advertisement of our products.
2] Bars
In every village a country bar is present which is frequented

by the villagers. This is a ready market for our product where
we could advertise our product through posters and develop
this into a sales area for our product.
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The Bar-owners would also play a pivotal role in the selling of
our products and we would provide him with necessary
promotion materials to boost sales. The selection of bars is
similar to the manner through which the RMP’s and barbers
were identified.
3] Buses
Buses are one of the most important medium of transport in

villages and connect various parts of rural India. We will
advertise by painting messages on the buses and these
advertisements would be carried in different villages and will
have a good reach.
The sales officer who accompanies the wholesaler for

distribution purposes would identify these mediums and
would appoint the above mentioned individuals to play a
pivotal role in our tactics. Incentives would be given to sales
officers as per the sales brought about by him.
T.Y.B.M.S. @ MCC 41
4] Place
• While entering in any markets one should pay attention

to how the product moves within the market.
• One should take a whole-channel view of the problem of

distributing the products to the final users.
• The distribution channels within countries vary vastly.

The characteristics of middlemen, line breadth, costs
and margins, channel length, non-existent channels, etc
determines the distribution patterns of the area.
• The factors to be considered while selecting channels in

any area are: cost, capital requirements, control,
coverage, character and continuity.
Keeping this in mind we have designed our distribution

strategy.
• The place we are launching our product ‘Topi’ as

mentioned earlier is in Maharashtra.
Distribution Channel
T.Y.B.M.S. @ MCC 42
Distribution
• First, the condoms will be transferred to depot where

they will be stored prior to further distribution.
• The next stage involves the distribution to wholesalers

who service a group of retail outlets. Wholesalers
employ their own sales force to service outlets in their
area.
• We will also keep in touch with retailers and will also

send to them if they demanded in huge quantities. We
will give Wholesalers ‘margins’ upto 10-15 %, which is
included when arriving at the maximum retail price
(MRP) of the product.
• Retailers will get free deliveries and products will be

delivered to them as demanded.
Distribution Network
T.Y.B.M.S. @ MCC 43
• We will supply condoms to forty-eight wholesalers in the

prominent places in Maharashtra who in turn will sell
them to retail shops, including pharmacies, general
stores, grocers, and cigarette vendors.
• During market development, our Sales Officer will travel

with an employee from the wholesaler to a particular
defined market carrying the wholesaler’s commodities
to sell them directly to the retail outlet. At the end of the
day all the remaining commodities and money earned
are turned in with exact records to the wholesaler.
• The Sales Officer will also keep record for the company,
which include which market was visited, the individual
retail outlet visited, the inventory remaining in the store,
and the record of the sales to that particular store.
• DEZIRE company will pay the Sales Officer a salary and

a bonus depending on the amount of sales in a month.
Each Sales Officer has to stay in his defined territory so
he does not compete with others.
• All the products are sold at uniform prices throughout

the state.
T.Y.B.M.S. @ MCC 44
• A market is defined as the number of retail outlets that a

Sales Officer can cover in one workday (typically 40
retail outlets). Using this definition, 700 markets exist in
the state of Maharashtra. Each market receives on
average eight to ten visits a year.
• DEZIRE checks corruption via a system of Field Sales

Executives who go to a random selection of retail outlets
and verify the inventory.
• The Field Sales Executives continually monitor 15% of

the retail outlets.
• The second stage of the marketing program and

distribution operates through the RMPs as described
previously in promotions. In rural areas the RMPs play
the role of both pharmacist and clinician.
• The following is region wise Distribution network of Topi

condoms all over Maharashtra.
DISTRIBUTION CHANNEL - MAP

DISTRICT-WISE
T.Y.B.M.S. @ MCC 45
Nashik:
Sarad Malegaon
Nashik Yeola
Jawahar
Igatpuri
Thane:
Kasa khurd Shahapur
Kalyan
Vasai
Thane
Alibaug:
Panvel
Khopoli
Alibau
g
Kolad
Mhasla Mahad
Ratnagiri:
Dapoli
Chiplun
T.Y.B.M.S. @ MCC 46
Hathkamba
Ratnagir
i
Rajapur
Sindhudurg:
Devgarh
Phonda
Malvan Sindhudur
g
Savantwadi
Kolhapur:
Shahuwadi
Kolhapu Bahubali
r
Radhanagri
Chandgad
Sangli:
Vite
Islampur
Jath
Sangl
T.Y.B.M.S. @ MCC i 47
Satara:
Wai Phaltan
Pingli
Satara
Karad
Pune:
Ojhar
Lonavale Ranjangaon
Pun
e
Narsapur
Baramati
Ahmadnagar:
Shrirampur
Sangamer Nevasa
T.Y.B.M.S. @ MCC 48
Ahmadnagar
Sirur
Kashti
Dhule:
Shahada
Shirpur
Nandurbar
Sakri
Dhule
Jalgaon:
Chopda
Edalabad
Jalgao
n
Parola
Jamner
Bhadgaon
Aurangabad:
Ajanta
Kannad
T.Y.B.M.S. @ MCC 49
Aurangaba
Sivral
d
Paithan
Jalna:
Jafarabad
Jaln
a
Mantha
Wari Godri
Beed:
Gevrai
Majalgaon
Bee Wadhwani Parli

d
Jamkhed
Kaij
Osmanabad:
Bhun Kallam
Yermalla
T.Y.B.M.S. @ MCC 50
Osmanaba
d
Tuljapur
Umarga
Solapur:
Barsi
Tembhurni
Dharampuri
Shetfal
Solapu
r
Pandharpur
Akalkot
Latur:
Chakur
Latu
r
Udgir
Nilanga
T.Y.B.M.S. @ MCC 51
Parbhani:
Hingoli
Jintur
Aundah
Basmat
Parbhani
Pathri
Gangakher
Buldana:
Jalgaon
Nandura
Shegaon
Buldana
Mehekar
Akola:
Akot
Murtajapur
Akola
T.Y.B.M.S. @ MCC 52
Patur
Amravati:
Dharni
Chikaldara Warad
Daryapur Amravat
i
Chandur
Washim:
Karanja
Malegaon
Washi
m
Loni
Yavatmal:
Yavatmal
Darwha
Pusad Ghatanji Karanji
Umarkhed
T.Y.B.M.S. @ MCC 53
Nanded:
Mahur
Hadgaon Chikli
Bhokar
Nande
d
Malegaon
Warsi
Wardha:
Arvi
Wardh
a
Jamb
Hinganghat
Nagpur:
Ramtek
Kondhali
Nagpur Maunda
Buti Bori
Umred
T.Y.B.M.S. @ MCC 54
Bhandhara:
Tumsar Gonda
Bhandhar
a Duggipur
Nawegaon
Pawni
Chandrapur:
Nagbhir
Chimur
Warora Mul
Chandrapu
r
Rajura
Garhchiroli:
Kurkheda
Warsa
Muramgaon
Garhchiroli
T.Y.B.M.S. @ MCC 55
Markhanda
Surjagarh
Repanpali
Sironcha
CONTROLING DISTRIBUTION CHANNEL
• The Rural Marketing component of Dezire is organized in

a traditional hierarchical management system.
• The General Sales Manager directs the entire rural

marketing system, assisted by one Regional Sales
Manager, who supervises four Field Sales Executives.
T.Y.B.M.S. @ MCC 56
• Each Field Sale Executive directs five Sales Officers who

sell the commodities from the wholesaler to the
individual retail outlet shop.
CONTROLS AND UPDATE

PROCEDURES
• There will be Quarterly marketing plan meetings.
T.Y.B.M.S. @ MCC 57
• A summary of costs against budget and actual progress
against the schedules will be prepared for these
meetings.
• A report on the implementation of the action plans will

also be presented at these meetings.
• These plan is to be revised every 12 months.
Long term objectives
• To establish a strong presence in rural Maharashtra

within 1 year.
T.Y.B.M.S. @ MCC 58
• To Break-even within 2 years.
• To expand the rural market to Gujrat and Goa after 2

years.
• To become one of the major players in the condom

industry in rural India.
• To make India one of the lowest AIDS affected region.
• Expand the Business in the entire Indian Sub-Continent.
CONCLUSION
“Good things come to an End” and so did this project.

Having enjoyed the benefits of teamwork and gaining such
T.Y.B.M.S. @ MCC 59
immense knowledge, it is essential that we mention the
immense potential of rural markets to grow and an
opportunity for the industry to explore this market.
For any company to launch any product in rural market

it is important to establish a strong distribution channel to
ensure a good reach to the customers based in rural India.
Condoms play a pivotal role in ensuring the

establishment of an AIDS free region, as it is the best way to
prevent infliction of STD’s.
It is important to create awareness of this product and

its importance in rural parts. So that the people don’t hold
any prejudice against the product and accept it as a common
phenomenon.
BIBLIOGRAPHY
• How to write a Marketing Plan? – John Westwood.
• Rural Marketing – Romeo Mascrenheas
T.Y.B.M.S. @ MCC 60
WEBBILIOGRAPHY
• www.google.co.in
• www.janani.org
• www.durex.com
• www.ksontheweb.com
• www.fhiindia.org
• www.ripnroll.com
FEEDBACK FORM
Name Strength Weaknesse
T.Y.B.M.S. @ MCC 61
s s
RAKESH ADHAV 01
MIHIR ATHA 05
SUNIL BURKUL 08
VISHAL DHADKE 12
ROSHAN KHAN 27
Overall rating scale:
Signature:
T.Y.B.M.S. @ MCC 62

Mulund College of Commerce.: Academic Year: 2004 - 2005

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Condom Marketing in Rural Maharashtra

MULUND COLLEGE OF COMMERCE.

This is to certify that RAKESH ADHAV, MIHIR ATHA, SUNIL

We, the undersigned students of TYBMS (semester VI)

RAKESH ADHAV 7701 _______________

Thank You is a very gratifying word. Every project is

First and foremost we thank Almighty for giving us the

We are thankful to our faculty Mr. Pawar for his valuable

We are also grateful to library of Mulund College of

Lastly, we would thank each of our group members

TOPIC NO: SUBJECT PAGE NO:

5) PRESENT MARKET SITUATION 19

9] LONG TERM PLANS 60

• To understand various procedure of launching a product

• To know the different strategies used by company’s to

• To study the existing and emerging market segments in

• To monitor new trends in India and launch successfully

• To know general attitude of people of rural market.

Rural Market is said to be an under-explored market. Majority

This project on Rural Marketing -- Condoms is divided into

The first part provides information on the potential market in

The next topics will provide complete insight on the

The next topic covers the importance of conducting

Precisely, we come to know ‘what it takes to launch a product

MARKET VISIT RESEARCH LITERATURE ORGANIZATION

Dezire Condoms Ltd. is a condom manufacturing company

Therefore, the company also plans to expand its operations

So, the company has analyzed its present situation in the

On the basis of the analysis, the company decides to test its

And since, Maharashtra records the highest incidence of HIV

Therefore, the company has decided to analyze its position in

SELECTING THE MARKET

India has a population of over one billion people. It is

With more than 10 million people, Maharashtra is the second

The state has seen significant increase in literacy rate during

The gap between rural and urban literacy narrowed

The first AIDS case in Maharashtra was detected in Mumbai in

Recent evidences reveal that HIV infection is rapidly

During the last decade Maharashtra State AIDS Control

Since the awareness programs are being successfully run in

These social organisations provided useful insights into the

It is expected that this information will also be very useful for

The brand- Dezire is owned by Dezire Condoms Ltd. Dezire

Dezire Condoms Ltd. into manufacturing condoms of various

The Dezire brand is credited with many developments in the

The manufacturing unit of Dezire condoms is in the state of

The Dezire.com web site plays a key role in enabling the

With continued investment in marketing and R&D, Dezire is

According to the retail audit conducted by us, the number of

Location of Condom Sales

In Maharashtra several categories of condoms are supplied

The price of a socially marketed brand is lower than a

Apart from Dezire, commercial brands of several types were

1) Indian brands: manufactured and marketed in India by

2) Indian-made foreign condoms (IMFCs): manufactured

3) Genuine foreign condoms and fake foreign

A wide range of condom brands and prices are available to

Condoms are still primarily sold through chemist shops and

Because there are fewer chemists than other types of stores,

Many retailers, even if they stocked condoms regularly, are

 Good image – Quality  Negative Attitude of

 Entering Unexplored  NGO’s and Government