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RURAL MARKETING
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Deeper Penetration of the Market
Here, the objective is market
expansion, so the company launches its product at a lower price. Britannia launched
Tiger biscuits at INR 1, INR 2, and INR 4 price points, which are much lower than the
price points of its other products like Glucon D and Marie Gold brands, to make it more
affordable in the rural market. With the launch of Tiger biscuits, Britannia’s share of the
rural market increased.
Keeping Up with the Competition
Firms whose objective is to meet
the competition set a price to beat the leader’s price. To be able to compete effectively,
marketers are forced ...
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