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Rural ppt Rural ppt Presentation Transcript

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