Marketing & PR
Market Research
Finally, extensive ongoing market research also helps to feed both the Envirofit product development cycle and marketing strategies. Customer feedback about preferred aspects of stove design/ functionality leads to “voice-of-the-customer” driven design traits and concepts infused into the product development process. On-the-ground inputs from Envirofit sales channels and the sales team ensure that all Envirofit marketing collateral and sales support activities directly support sales. In India, local market research firms have helped to validate and streamline the primary product messaging – “A compelling combination of technology and tradition that increases quality of life, provides significant time and money savings, is reliable and durable, brings cleanliness and cooking convenience to the home, and increases the health and happiness of the family”.
Envirofit uses a wide range of marketing collateral/PR activities. Sales team and channel feedback indicates which of these marketing and PR events are directly driving demand more than others. Continued feedback all along the product development and marketing/PR chain enables Envirofit to optimize and adapt marketing/PR strategies, awareness campaigns, and Envirofit products, to meet variable market and sales channel needs.
Marketing & PR
Envirofit’s overall PR/marketing strategy is to drive brand awareness, and generate demand for Envirofit cookstoves. Differences in geography, religions, cultural practices, loyalty segments, media influences, cooking styles, buying habits and languages in a particular demographic mean there is no ‘one-size-fits-all’ marketing / communications (MARCOM) strategy. This is true for both India and future target markets. To overcome this challenge, Envirofit partners with local domain knowledge partners who understand the motivations, media styles, and purchasing characteristics of our target markets. This allows Envirofit to tailor regional sales strategies and focus MARCOM activities to yield the greatest impact on sales. These are products that significantly improve quality of life while saving users money - paired with a fast moving and attractive retail opportunity with good channel margins – a truly marketable value proposition. Envirofit leverages this unique value proposition in all messaging and with the help of MARCOM domain partners will continue to tune it as needed for advantage across our target markets.
Increasing customer demand for Envirofit stoves is a direct function of awareness-raising and marketing at the local village stores. Marketing materials range from flyers, product catalogs, posters and danglers to glow signs, advertising in the local paper/television channels, and Envirofit-manned kiosks at the local haats (weekly village markets). Given the ever-growing number of small, local entrepreneurs that are part of Envirofit India's sales channels (500+ to date), properly supporting these local entrepreneurs to perform their best is a priority for Envirofit.
