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Marketing innovations in rural india


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Marketing innovations in rural india

  1. 1. MARKETING INNOVATIONS IN RURAL INDIA Submitted By--- M. Arun Kumar, M.F.M. M.Com., MIT, MBA, M.Phil, (PhD.) Asst. Professor. & Principal I/c. Mobile : 09951825123 Presented ByDibas Kumar Biswas
  2. 2. MARKETING INNOVATIONS IN RURAL INDIA “Invention is the first occurrence of an idea for a new product or process, while innovation is the first attempt to carry it out into practice.” -- Fagerberg
  3. 3. S curve • The life cycle of innovation has been described by Everett Rogers in his classic book “The Diffusion of Innovation ” in which Rogers proposes a diffusion curve known as “S curve”.
  4. 4. Population is living in rural areas of the Country Rural Population 30% Rural Population Urban Population 70%
  5. 5. Development of Markets in Rural India • India agriculture growth • The buying behavior of the rural consumers • The evaluation in Rural Marketing Phase Origin Function Major Products Source Market Destination Market I Since Independence Agricultural Marketing Agricultural Produce Rural Urban II Mid Sixties Marketing of Agricultural Inputs Agricultural Inputs Urban Rural III Mid Nineties Rural Marketing Consumables and Durables for consumption and production Urban & Rural Rural
  6. 6. Attractiveness of Rural Market • • • • • • • • Large Population Raising Prosperity Growth in Consumption Life-Style Changes Life-Cycle Advantages Market Growth Rates higher than Urban Rural Marketing is not expensive Remoteness is no longer a problem
  7. 7. Marketing Innovations in Rural India • Ongoing globalization • The digital revolution in rural India.
  8. 8. The Market in Transition • Indian Market is in a transition • Between 1993-97. Agriculture grew at an average of 4.7 percent per year and Industry at 7.6 percent. • Between 1998-2001, the agriculture growth has fallen to 1.6 percent and Industrial growth to 5.2 percent • wrong assumption and over enthusiastic expectations
  9. 9. Conclusion • The rural market is much complicated and fragmented. • The secret of success would, therefore, depend on classifying, countrywide rural market pockets into a limited number of categories and in pairing discontinuities to manageable limits within each category. • Change is also peculiar here.
  10. 10. Thank You ​ Please get connect @.... Mobile : +91 9326237009 Email : Twitter : LinkedIn : Skype : dibasbiswas Facebook :