Developing a modal for coverage of GSK brands in rural markets of West bengal and Bihar; GSK Consumer Healthcare Ltd.

Abstract

The fIrst phase of the project involved understanding the distribution system of GSK Consumer Healthcare Ltd. followed by an intensive tour of Rural Bihar and West Bengal. The principal aims of the tour were finding the present rural coverage of GSK Brands post CANVAS and provide inputs in the development of a financially viable model which would increase the scope of GSK's rural coverage in these states. The tours also involved gathering information on the various competitors' viz. HUL, Nestle, ITC etc regarding their distribution system, extent of rural coverage, marketing activities and any initiative being taken to further rural penetration. The secondary aims of the tour was in finding the present brand-equity of the different GSK brands and provide inputs for the designing of a plan for further development of the brands for the rural areas. Based on the inferences gathered from theBe fIeld trips, purchasing behavior of different types of villages was established and the possible incremental sales forthcoming from direct coverage of these villages was calculated. The data from such observations were then used in the development of two different types of sales models which would explain the aggregate sales potential of the two states. The sales models are used as the basis for recommending probable ways of further tapping these markets and increasing rural coverage of OSK's brands.