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With nearly 70% of the country’s population, rural India is (or should be) on every company’s radar – be it an Indian or international firm, in the healthcare or automotive sector. The behaviour in these markets is quite different from the large cities. Varsha Chitale tells us what suppliers of healthcare devices must do differently to tap the opportunities that smaller cities and rural India offer. With Tier II & III cities coming into the reckoning as the growth drivers of the future, this piece provides some more pointers on how to leverage the opportunities in this demographic.

In today’s connected world, a traditional sales person no longer has as much influence as he did to hone the buying decision of a potential customer in a B2B industry. Customers have the necessary product information at their fingertips; and they have the ability to research suppliers, and weed out the mediocre ones. So what, then, really influences B2B buying decisions? For a traditional industrial product, the quality of service is certainly a big influencing factor. But is it the same for other B2B products? Arun Jethmalani tells us why the broad theme remains intact, irrespective of product, sector or geography.

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Healthcare equipment – reaching rural markets in India
by Varsha Chitale
Healthcare equipment – reaching rural markets in India Most suppliers of medical devices are primarily focussed on the metro and tier I markets in India. The tier II & III cities, which constitute around half the total market, remain largely under penetrated. Suppliers find that markets in semi urban and rural areas behave quite differently from the large cities. The hospitals in tier II and III cities are generally smaller and operate at lower price points than the ones in large cities. The industry is dealing with these challenges in multiple ways.
more>>
Leveraging opportunities in Tier II & III cities in India
by Rohan Jain
future is already here As Tier I markets have reached saturation, companies across sectors are now looking at these markets for future growth. One cannot treat the Tier II & Tier III markets simply as an extension of their Tier I counterparts. They have inherently different characteristics, are vastly different from Tier I cities, and new strategies and formulas will need to be devised if businesses expect growth from them.
more>>
Is B2B manufacturing already a service?
by Arun Jethmalani
Big data analytics A lot has been said about “manufacturing as a service” – mostly about disruptive cloud-based models we might see in future. While reviewing one of our customer perception studies for a traditional industrial product, I noticed that factors around quality of service were influencing buying decisions substantially. This set me thinking. Is this the same for other B2B products?
more>>
Case studies
Commissioned research
Some client problems we have solved:
  • Location and feasibility study for a veterinary hospital in rural India
  • Market intelligence on surgeons & gastroenterologists across Europe
  • Partner identification study for a global charitable foundation
  • Market monitoring and industry update service on the healthcare sector
  • Customer assessment study for an engineering services firm
  • Alternative energy projects for emerging customers
ValueNotes in the news
  • Mint: Mondelez India seeks bigger bite of rural pie
  • Bakery Review: Publication w/link: Baking Breads Sounds Good Business
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