Rural marketing India

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  • 1. Rural Marketing
  • 2. Rural Marketing
  • 3. ITC -- e-choupal
    e-choupal, Initiative by ITC, by which they link to rural farmers via internet for procurement of agricultural and aquaculture.
    There are presently 6,500 e-Choupals in operation. ITC Limited plans to scale up to 20,000 e-Choupals by 2012 covering 100,000 villages in 15 states, servicing 15 million farmers.
  • 4. Value Chain – e-Choupal
  • 5. Benefits – e-Choupal
    Elimination of non value added activities
    Differentiated product through identity preserved supply chains
    Value added products traceable to farm practices
    e-market place for spot transactions and support services to futures exchange
  • 6. ACC Cement Ltd -- SURAKSHA
    ACC SURAKHSHA Cement In a market dominated by graded cements in the semi urban/rural areas of Karnataka, ACC Cement ventured out to establish the superiority of ACC SURAKSHA blended cement and build an image of a Premium Cement for the brand.
    To reach the opinion leaders viz.Architects, Engineers, Contractors, etc, he assistance of the regional local press was sought and other Direct Marketing efforts such as field meetings with small groups of masons & customers were used.
    Contd
  • 7. Nokia
    Nokia launch a model “1208” which will cost Rs 2000.
    Nokia add some special features for rural people
    Color Screen
    Bilingual keymats
    Dust free keymats
  • 8. ACC Cement Ltd -- SURAKSHA
    Result - A post-campaign study initiated by ACC revealed tangible improvement in off-take in the state of Karnataka and an extremely positive response from dealers, who believed that the campaign helped in strengthening their hands.
  • 9. Nokia
    Nokia adapt the following strategy to penetrate the rural market –
  • Parle - G
    They adapt following rural marketing strategy –
  • Parle – G
  • 16. Godrej -- Aadhar
    • It is rural retail initiative.
    • 17. Provide one – stop shopping solution to rural people.
    • 18. They are talking among others to Apollo Hospitals to set up pharmacy/polyclinics at the large format stores
    • 19. The new format Aadhaars will provide a very conducive retail atmosphere and women-friendly interface, company officials said
  • “KhushiyonkiDoli”-a initiative of HUL.
    launched this year in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra.
    over 14 million consumers would be contacted through this initiative in over 35,000 villages across these three states.
    create a cost efficient rural activation module
    3-step process, starting with awareness, moving on to consumer engagement and finally retail contact.
    brands are introduced with the help of TVCs that are played continuously. And the promoters by way of ‘live’ demonstrations bring alive the hygiene benefits of using such brands and improving the quality of daily life
    ensures improved availability and visibility of HUL brands.
  • 20. 2.Shakti Programme, India
    unleashing the potential of rural India
    helps women in rural India set up small businesses as direct-to-consumer retailers
    By 2010 the Shakti network aims to have reached 600 million consumers.
    to create income-generating capabilities for underprivileged rural women