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Making Inroads into the Hinterland

Making Inroads into the Hinterland

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Rural Marketing Rural Marketing Presentation Transcript

  • Making Inroads Into Hinterlands
    Rural Marketing
    SHOBITGUPTA
  • A CLASSIC QUESTION
    “Improving the life of billions of people at the bottom of economic pyramid is a noble endeavor. It can also be a lucrative one”
    C.K. Prahlad
  • Some facts of Rural Sector
    • Rural supermarkets (haats) in India 42,000 exceeds the total number of retail chain stores in the US (35,000).
    • LIC sold 55 percent of its policies in rural India.
    • 50% BSNL connections are rural.
    • 60% Rediffmail users are from small towns.
    • 24 million KCC, greater than urban India(17.4 million).
  • What is Rural ?
    Government agencies like IRDA & NCEAR defines Rural as village with a population less than or equal to 5000 with 75% male population engaged in agricultural activities.
  • Rural Markets are future Battlegrounds
  • Objective of Project
    • To study the emergence of rural markets in the context of India.
    • To study the present scenario of rural marketing in India.
    • To study the role of advertisement in rural India.
    • To study the constraints in marketing communication in rural India.
    • To study the challenges faced by rural marketers in India.
    • To study the future prospects of rural markets.
  • METHODOLOGY
    Descriptive Research
    Secondary Data
  • Attractiveness of Rural Market
    • Large population
    • Rising propensity
    • Growth in consumption
    • Life cycle changes
    • Life cycle advantages
    • Market growth rate higher than urban
    • Rural marketing is not expensive
    • Remoteness is no longer a problem
  • Moving from predictive
    to adaptive
  • Pricing Framework
  • Cost Competition Demand
  • DesigningPromotion
    • Determining communication objectives
    • Creating message content or appeals
    • Evolving message structure
    • Developing message format
    • Choosing message source
    • Selecting the channel
    • Deciding on promotion mix
    • Establishing promotion budget
  • Communication Objective
    • To achieve awareness among a certain percentage of target audience.
    • To improve product knowledge among target customers.
    • To strengthen liking or preference to buy the product.
    • To persuade the consumers to buy the product.
  • Message Content
  • Message Format
    Pictures, dramatizing voices, attractive expressions and color have more
    influence on rural
  • Message Source
  • Selecting Channel
    • Distribute products through retail outlets
    • Create opinion leaders
    • Develop advertising that has high conversational value
    • Train middlemen in interacting with consumers
    • Establish Tele links for online transactions
  • DecidingonPromotionMix
    • Contest and Demonstrations
    • Sampling
    • Installment Schemes
  • OldSetup
    • Wholesaler
    • Retailer
    • Vans
    • Weekly haats & Bazaars
    • Melas & Fairs
  • New channels
    • Unofficial Channels
    • Cooperative Societies
    • Public Distribution System
    • Petrol Pumps
    • Agricultural Input Dealers
    • NGOs
    • Barefoot Salesman
    • Syndicated Distribution
  • Case Studies...
  • Coca Cola
    • Invested US$ 1 Billion
    • 27 owned & 17 franchise operations
    • Using Celebrities
    • 30% revenue from rural sector
    • “Thanda…” campaign
    • Different promotion in south
  • TATA SALT
    • Story begins in 1983
    • “Namak Ho Tata Ka, Tata Namak”
    • 15% spends on promotion
    • 2002, “DeshkaNamak”
    • Television
    • Wall Painting
    • Calender
  • Colgate
    • Incorporated in 1937 as CPIL
    • Enjoys 50% market share
    • “Colgate fresh energy gel”
    • Use of mass media
    • Opinion Leader
    • Strong distribution network
  • Casper
    • Advertising in local newspaper.
    • Stressing in trade related activities.
    • Making mosquito mats machine available at electronic shops, painting shops for free gifts.
    • carried out product distribution through vans and educate the rural
    • They also advertise in between various local events in the rural areas.
  • CONCLUSION