RURAL INDIA<br />          RURAL INDIA:-<br />EDUCATION LOAN :12%			CAR LOAN:-5%<br />MOBILE SIM:-FREE			RICE:RS 20<br />R...
IS INDIA REALLY GREAT?<br />
RURAL MARKETING<br />REAL  MARKETING<br /><ul><li>Any market that exists in a area where the population is less than 10000
Marketing focuses to reach its target market.
In INDIA mostly target market belongs from rural.(70%)</li></ul>      L.G.  - All places other than the 7 metros <br />Nab...
According to late C.K PRAHALAD(GURU)<br />FUTURE BELONGS TO THOSE  COMPANIES WHO SEE RURAL AND POOR AS THEIR CUSTOMERS.<br />
Size of the market<br />Largely Untapped<br />Too crowded Urban Market<br />Reasons<br />   for <br />Going Rural<br />Inc...
GOVERNMENT  INITIATIVES<br /><ul><li>CONGRESS :-THEY WORKED FOR “AAM AADMI”
NAREGA
SHG
PMGSRY
MID DAY MEAL</li></li></ul><li>SUCCESS STORIES OF COMPANIES<br /><ul><li>HLL                        50%
Colgate                   50%
LG                           50%
Asian Paints          60%
Dabur                     40%
Videocon                40%
Cadbury’s              25%
Hero Hona             40%</li></li></ul><li>Low per capita income<br />Low disposable income<br />Inadequate fixed income<...
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Rural ppt

  1. 1. RURAL INDIA<br /> RURAL INDIA:-<br />EDUCATION LOAN :12% CAR LOAN:-5%<br />MOBILE SIM:-FREE RICE:RS 20<br />RANKED IN HDI:-134/182<br />
  2. 2. IS INDIA REALLY GREAT?<br />
  3. 3. RURAL MARKETING<br />REAL MARKETING<br /><ul><li>Any market that exists in a area where the population is less than 10000
  4. 4. Marketing focuses to reach its target market.
  5. 5. In INDIA mostly target market belongs from rural.(70%)</li></ul> L.G. - All places other than the 7 metros <br />Nabard .- All locations with a population up to 10000 considered “rural”<br />
  6. 6. According to late C.K PRAHALAD(GURU)<br />FUTURE BELONGS TO THOSE COMPANIES WHO SEE RURAL AND POOR AS THEIR CUSTOMERS.<br />
  7. 7. Size of the market<br />Largely Untapped<br />Too crowded Urban Market<br />Reasons<br /> for <br />Going Rural<br />Income on the rise/disposable income<br />Income from other than agriculture<br />Income flow from urban /abroad<br />Better exposure - media<br />
  8. 8. GOVERNMENT INITIATIVES<br /><ul><li>CONGRESS :-THEY WORKED FOR “AAM AADMI”
  9. 9. NAREGA
  10. 10. SHG
  11. 11. PMGSRY
  12. 12. MID DAY MEAL</li></li></ul><li>SUCCESS STORIES OF COMPANIES<br /><ul><li>HLL 50%
  13. 13. Colgate 50%
  14. 14. LG 50%
  15. 15. Asian Paints 60%
  16. 16. Dabur 40%
  17. 17. Videocon 40%
  18. 18. Cadbury’s 25%
  19. 19. Hero Hona 40%</li></li></ul><li>Low per capita income<br />Low disposable income<br />Inadequate fixed income<br />(daily wages)<br />PROBLEMS<br />IN<br />RURAL<br />MARKETING<br />Infrastructure problems<br />Roads, power<br />Low awareness<br />Communication- difficult & expensive<br />Too many languages<br />Geographic Spread<br />Digging for Diamond<br />
  20. 20. FACTS ABOUT RURAL MARKET<br />The average Monthly per capita Consumer Expenditure (MPCE) for rural areas is Rs 495 and that for urban areas is Rs 914.<br />93% people in Rural Area live in their own houses as comparative to 61% of Urban.<br />Food Expenditure in Rural Area is 56% as in Urban it is 44%.<br />9 in 10 Rural households use branded washing powder or cakes<br /> 2 in 5 uses more than 1 brand of soap<br />
  21. 21. OPPORTUNITIES<br />Infrastructure improving rapidly <br />Rural literacy level improved from 36% to 59% <br />In fifty years only 40% villages have been connected by road <br />
  22. 22. Per capita household expenditure (is Rs.)<br />
  23. 23. CONTEMPORARY ISSUES<br />Customer is the “Queen”<br /> Digitalization<br /> Efficiency in the Supply Chain<br /> Micro financing<br /> Product customization<br /> Others<br />
  24. 24. Customer is the “Queen”<br /><ul><li>Role of Women in decision making
  25. 25. Getting equal opportunities
  26. 26. Working outside home</li></li></ul><li>Digitalization<br /><ul><li>E-Choupal
  27. 27. Project Shakti
  28. 28. Telecom Revolution
  29. 29. Banking
  30. 30. Govt. Initiatives: e-governance</li></li></ul><li>Efficiency in the Supply Chain<br /><ul><li>40% of the loss occurs in transportation.
  31. 31. Less number of warehouses are there then needed
  32. 32. Lack of sufficient storage facility
  33. 33. Lack of refrigerated logistic support
  34. 34. So there is need to invest in these areas such as
  35. 35. Providing refrigerated trucks for transportation
  36. 36. Sorting centers and education to the marketers.</li></li></ul><li>Micro financing<br /><ul><li>It is not that overnight rural India has become prosperous and consumerism is booming. A decade ago India has only 400 MF institutions covering nearly 2 lac customers, today more than a 1000 MF institutions crisscross India’s hinterland and serve over 17 million people.
  37. 37. Easy finance availability</li></li></ul><li>Product customization<br /><ul><li>Not only reducing the bottle to the sachet
  38. 38. Innovative Product like
  39. 39. Godrej’sChottu Cool
  40. 40. TATA’s Swatch Water Purifier
  41. 41. Max’s Max Vijay
  42. 42. Castrol’s Operation Attack</li></li></ul><li>OTHER STRATEGIES<br />Data Management:<br />Data mining & Data Warehousing<br />Two to Tango:<br />Airtel & Nokia<br />Channel Adaption:<br />Success depends a lot on how you approach your target audience<br />Pricing:<br />HPCL sold value not cheaper Brands<br />Engaging Rural Sales Force:<br />Hero Honda<br />

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