Rural Marketing Channel - Consumer Durable

6,136 views

Published on

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
6,136
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
330
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Rural Marketing Channel - Consumer Durable

  1. 1. RURAL MARKETING DISTRIBUTION STRATEGY CONSUMER DURABLES
  2. 2. ACCESSING RURAL MARKETS : COVERAGE STATUS IN RURAL MARKETS It estimated that nearly 12 million additional rural households in Uttar Pradesh and 4 million more in rural Bihar would have owned electric fans by 2009-10, had there been better access to electricity.
  3. 3. RURAL DISTRIBUTION CHANNELS Five layers of distribution channels for the movement of products from the company depot to the interior village markets. Layer Channel partner Location Layer 1 Company depot / C&F A National/state level Layer 2 Distributor/van operator/ super stockist/ rural distributor District level Layer 3 Sub-distributor/ retail stockist/ Tehsil HQ, towns and large sub-stockist/ star seller / villages Shakti dealer Layer 4 Wholesaler Feeder towns, large villages, haats Layer 5 Retailer Villages, haats
  4. 4. CHANNELS OF DISTRIBUTION FMCG Durables PDSGovernment Fake Goods Cement Bulbs & Tubes Company manufacturing plant Company manufacturi ng plant Food Corporation of India Manufacturers Company manufactur ing plant Company Manufacturin g plant Company Depot C&F A Wholesaler (city) C&F A Zonal Offices Distributor District office Sub stockist Wholesaler (small town) Depot C&F A Distributor Distributor Depot Retail outlets Exclusive dealers/ dealers Fair Price Shop Retailers (village haats, mobile traders Outlets Exclusive dealer/ retail outlets Consumer Consumer Consumer Consumer Consumer Consumer
  5. 5. DISTRIBUTION MODEL OF DURABLE GOODS COMPANIES Delhi LG Depot New Rural District Office specific area assigned C&F Agents Warehouse Exclusive Dealers Multiple Dealers Consumer The orders are generated by the company’s sales field force, which in turn is supplied by the C&F agent.
  6. 6. DISTRIBUTION STRATEGY Reaching upto Mandis, Towns, Semiurban centres Understanding of Peak seasons (Harvests) Company Trucks Collaboration for Distribution Converting unorganised sector manufacturers into distributors Agricultural input dealers Corporate-SHG Linkage
  7. 7. “INDIA LIVES IN HER VILLAGES.” - MAHATMA GANDHI THANK YOU

×