TAPPINGTHERURALMARKETSASBM/10-12PRESENTED BY-AKASH AGRAWAL& PAWAN KUMAR
Paying    Intermed,       30%                        Food, 40%      Social    Liabilities,       15%                   Hea...
 Rural markets, as part of any economy, have untapped potential. There are several difficulties confronting the effort to...
 Under developed people and underdeveloped market . Lack of physical communication facilities . Media for rural communi...
 The rural consumer is savvy and demands real“value for money”
Urban    RuralFood                       51.5    63.7Consumer goods             19.6    13.1Fuel, clothing & foot wear 13....
First and the foremost challenge Indias 6,38,365 villages are spread over 3.2 mn.sq.kms. 720 mn people-reaching them is no...
 With low disposable incomes, products need to be  affordable to rural consumers ,most of them are on  daily wages. Some...
Next challenge is to gain acceptability for theproduct or service.    Therefore there is a need to offer products that sui...
 With large parts of rural India inaccessible to  conventional advertising media, building awareness is  another challenge.
 The company’s e-chaupal initiative is a novel idea which  bypasses the brokers between the Company and the  farmers.
 It is helping Indian agriculture to enhance its  competitiveness by empowering Indian farmers through  the power of inte...
 Financial Inclusion    Kisan Credit Card
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
Tapping the rural markets
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Tapping the rural markets

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how to tap the rural Indian market , what should be the strategy and step should be take by the company ...........

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Tapping the rural markets

  1. 1. TAPPINGTHERURALMARKETSASBM/10-12PRESENTED BY-AKASH AGRAWAL& PAWAN KUMAR
  2. 2. Paying Intermed, 30% Food, 40% Social Liabilities, 15% Health, 15%Average Income: $ 50 per month
  3. 3.  Rural markets, as part of any economy, have untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China, is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers.
  4. 4.  Under developed people and underdeveloped market . Lack of physical communication facilities . Media for rural communication. Many language and dialects. Prevalence of spurious brands and seasonal demad. Different way of thinking . Banking and credit problems
  5. 5.  The rural consumer is savvy and demands real“value for money”
  6. 6. Urban RuralFood 51.5 63.7Consumer goods 19.6 13.1Fuel, clothing & foot wear 13.9 14.8Medical 5.5 5.5Education 5.1 2.5Rent & taxes 4.5 0.4 Source: Household Consumer Expenditure 2009
  7. 7. First and the foremost challenge Indias 6,38,365 villages are spread over 3.2 mn.sq.kms. 720 mn people-reaching them is not easy Given the poor state of roads ,it is an even greater challenge.
  8. 8.  With low disposable incomes, products need to be affordable to rural consumers ,most of them are on daily wages. Some companies have addressed the affordability problem by introducing small unit packs :GODREJ Introduced Cinthol and Fairglow in 50 gram packs priced at rs.4 coca-cola introduced Sunfill ( a powdered soft drink concentrate ) 25 gram pack priced at rs.2
  9. 9. Next challenge is to gain acceptability for theproduct or service. Therefore there is a need to offer products that suit the rural markets and conditions.coca-cola is providing low cost ice-boxesbecause of the lack of electricity and refrigeratorsin the rural areas.
  10. 10.  With large parts of rural India inaccessible to conventional advertising media, building awareness is another challenge.
  11. 11.  The company’s e-chaupal initiative is a novel idea which bypasses the brokers between the Company and the farmers.
  12. 12.  It is helping Indian agriculture to enhance its competitiveness by empowering Indian farmers through the power of internet . This unique transformational strategy has become the subject matter of a case study at Harvard b school ,has created for I.T.C a huge rural distribution infrastructure , significantly enhancing the company’s marketing reach
  13. 13.  Financial Inclusion  Kisan Credit Card

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