Rural marketing in India

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Rural marketing in India

  1. 1.       “India’s way is not Europe’s. India is not Calcutta and    Bombay. India Lives in its seven hundred thousand   Villages”               Mahatma Gandhi            
  2. 2. Rural India contributes……. 70% of Indian Population . 56% of Indian Income 46% of Indian Expenditure 33%of Indian Saving
  3. 3. Some Myth About Rural India Rural India is all about agriculture . Less than 50% of the population in agriculture. Rural income is mainly come from agriculture thus uncertain Only 41% of the rural income comes from agriculture Rural growth is slow ,investment gives late results Rural markets showed 25% of growth in consumer durables, whereas urban markets showed only 8 to 10 % of growth.
  4. 4. How Is Rural Market Different From UrbanMarketIndia Bharat • Traditional out look: It values• Modern out look: Old custom old customs and traditions. Cultural s and traditional cultural values values have not yet faded have faded • Level of literacy: Low level of• Level of literacy: High level of literacy literacy • Communication and• Communication and infrastructure facilities: infrastructure facilities: All Facilities like roads, warehouses, major facilities are available to the communication systems and urban customer financial facilities are inadequate in• Higher per capita Income: rural India which makes distribution costly . 65% of gross domestic product produced is shared by 30% of • Low per capita Income: 35% of population. gross domestic product produced is shared by 70% of population.
  5. 5. Approaches to Rural Marketing Affordability RuralAcceptability Marketin Availability g Awareness
  6. 6. Rural Marketing Mix Customization Retailer Packaging Product, Price, Place Promotion Education Empowerment
  7. 7. Product level PotentialUrban Customer Rural ConsumerDemand Demands Augmented•Core •Core•Basic •Basic•Expected Expected •Expected(Sometime )•Augmented Basic Core Example: Shampoo
  8. 8. Consumer Behaviour Status Seeking Customer Budget Conscious Customer Brand Budget Model Warranty After Sales Technology Service Brand Image Name Budget Model
  9. 9. Consumer Behaviour Status Seeking Customer Budget Conscious Customer Brand Budget Model Warranty After Sales Technology Service Brand Image Name Budget Model Rural Consumer
  10. 10. The pull of the market…. Aspiration Media Penetration What is Changing? Infrastructure Deposable Income
  11. 11. Realising the potential…..
  12. 12. Brands fail in India, but are hit inBharat… Some brands which have done better in the rural market than the urban market, for example:
  13. 13. The Future is bright…..
  14. 14. HUL Project Shakti Back
  15. 15. Packaging Back
  16. 16. Yaara da tashan…..

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