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Rural Marketing

Rural Marketing



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
      “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.
      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
      • 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.