Innovation in Rural Marketing
Goldplus is a mass market Jewellery Brand, present in tier 2 and tier 3 towns only. The chain has 22 stores running and is expanding rapidly. Traditionally, Family jewelers have dominated jewellery market in semi-urban/rural India. The level of acquaintance, relationship and so called “trust” have been playing vital role in selling gold. The fact is that the purity level in these markets is very poor.
The Task was to create awareness and educate customers on gold and purity standards. It was not possible to achieve this through Mass Media because of the reach, cost involved and literacy levels. With the constraint in mind the team decided to have a systematic approach and extensive on ground activities to educate the masses on gold and create awareness on the availability of facilities like Karatmeter in Goldplus stores.
Why do you think this is innovative with respect to domain/industry
Traditional jewelers have been using the manual touch stone method to check the purity of gold. But the reliability of this method is very low as the prediction varies based on the person’s experience. Also the customer is unable to comprehend the method. Using the ignorance of people, the jewelers prefer to continue with this method.
Media penetration is limited in rural due to poor literacy levels. The desired awareness levels could not be achieved through these conventional medias.
The team decided to take a different and more economical route to achieve the target. A conscious call was taken to educate the customers. Also a target was taken that every store would reach out to 3 Lk people in a time span of 1 year. The project is named – 300*1000 project.
No one in the industry has made efforts to educate people on gold. Also unfortunately the practices are not transparent. Goldplus decided to own the education program and bring transparency in the business. Gold plus adopted a new innovative method to create purity awareness in rural arena.GoldPlus has been using karat meter to demonstrate the content of gold purity in their’s ornaments. We went to the extent of taking the entire “Karatmeter Experience” to the doorsteps of rural homes.
Explain the innovation
Project 300*1000 has various components –
1. Golden chariot (called”Thanga ratham” in Tamil) is the bus equipped with karat meter, ultrasonic (cleaning m/c) machine, polishing machine, printed informative brouchers. The vehicle is also loaded with an LCD and a screen. The vehicle travels through villages, inviting people to check the purity of gold and clean if required free of change. Also at the end of day the vehicle shows films which educate people on Gold and purity. This bus is accompanied with a branded maruthi van. This maruthi van along with the goldplus promoters will goes to particular location prior to bus schedule and communicate about the arrival of Golden chariot through local cable, leaflets and loud speaker. People from that town and near villages can check the purity of their Jewellery , clean the Jewellery and receive communication about gold manufacturing, Do’s and don’ts of jewellery and how to maintain the of the jewellery. Also, lot of games and quiz program with prizes has been conducted for the people. The entire experience also has some entertainment in the form of songs videos screened. The bus has already traveled to 2 distts of TN and has covered over 600 Villages. 2 more Chariots - one for Andhra Pradesh and one more for TN are in the pipeline. 2. Wedding Tracking – A team collects data on people who are getting married/ planning to get married and approach them with a gift, sweet box , wedding catalogue and an invite to the store. Post the visit of customer to the store, the store team ensures that they attend the wedding and give a special gift to the newly wed. Also a special banner is put for wishing the newly wed. 3. Rural Tracking – Every store has a...
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