Rural markets.ppt

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Rural markets.ppt

  1. 1. VALEDICTORY ADDRESSCHANGING DIMENSIONS OF RURAL MARKETS: OPPORTUNITIES & CHALLENGES NOVEMBER 19 & 20, 2011 Dr. NL Sharma, Director, KCMT,
  2. 2. INTRODUCTION 2/3 of India’s population reside in about 6,30,000 villages. According to NCAER Study the size of income group of Rural India is twice than that of Urban India. Rural markets offer great potentials to India Inc. from volume driven growth point of view. Rural India has large consuming class with about 41% of India’s middle class and 58% of total disposable income. Rural market for FMCG and Durable goods is growing
  3. 3. Size of Rural Market in India FMCG 80,000 Crores Durables 10,000 Crores Agri Inputs 55,000 Crores(Including Tractors etc.) Two/Four Wheelers 20,000 Crores(Consumer base of more than 75 Crore people)
  4. 4. Marketing Network in Rural India Haats (Periodic Markets) Mandis (Agrimarkets) Melas & Exhibitions Public Distribution Shops Bank Branches Post Offices
  5. 5. Retail Shops by India Inc. ITC Choupal Sagar DSCL Hariyali Bazar Tata Rallis Kissan Kendra HUL Shakti Stores M&M Shubh Labh Stores Escorts Rural Stores
  6. 6. Sources of Knowledge &Wisdom S = Scholarly Books (SHASTRA) R = Real Life Exposure and Experience (JIVAN) M = Mentor (GURU) S = Seminars and Conferences (SATSANG)
  7. 7. Characteristics of Rural Consumers S =Simple Life Style R =Realistic Approach(Less Income/Less Expenditure) M =Mental Hitch S = Social Bonds and Ties
  8. 8. Changing Dimensions of RuralIndia S =Social Structure is Less Strict now R =Rural Infrastructure has Improved M =More Disposable Income in the Hands S =Shift in Thought base from Standard of Life to Standard of Living
  9. 9. Opportunities & Challenges of Rural Markets S =Structural Reforms necessitating Rationalization R =Ruralization of Urban India necessitating Marketing of Indigenous Goods M =More Disposable Income necessitating Variety of Products and Services S =Systematic Infrastructure necessitating Marketing Vision
  10. 10. Future Pathway of RuralMarkets “The future lies with those companies who see the poor as their customer.” CK Prahlad BOTTOM OF PYRAMID Low End Customers are KHUL JA SIM SIM to Indian Market World
  11. 11. Future Pathway of RuralMarkets S =Strategic Marketing Management R =Research & Development M =Marketing Communication S =Systematic Marketing Structure
  12. 12. CONCLUSION GO RURAL BE RULER
  13. 13. THAN KYOU

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