2. ABOUT RURAL
• Dictionary meaning: places far away from cities or town
• From sociology point of view: a group of people who are traditionalist
in outlook, rooted in land, and resist change.
• But as a Marketer we have to take into consideration all parameters
relevant to their product categories to define rural, rather than focusing
on the standard, administratively defined parameters.
3. • The process of
developing ,pricing,
promoting, distributing,
rural-specific goods and
services leading to
exchange between urban
and rural markets, which
satisfies consumer
demands and also
achieves organizational
objectives
4.
5. GIVEN INFORMATIONS
USERS:- 800 MILLIONS OF INDIAN CONSUMERS, USE
ATLEAST 1 PRODUT OF HUL
RIN FAIR AND LOVELY TAAJA TEA
PRODUCT Has 12 blends
Variety
PRICE - - -
PLACE
PROMOTION Cloths are better clean
with a bar soap
White skin is
beautiful
For refreshing mind
6. GIVEN INFORMATIONS
RIN FAIR AND LOVELY TAAJA TEA
Segmentation basis Family structure gender Geographical and
demographical
Target audience Housewives Indian young girls
and women
-
Positioning - - -
Uses Uses for washing
cloths and washing
utensils
Use for beautiful
skin
-
strategy Introduced vim for
washing utensils
Increase beliefs
among existing and
present customers
Adding new taste or
blends, or flavors
7. Discussion question
• 1. what kind of RESEARCH will you adopt as a
marketing manager of HUL to enhance /
increase ITS RURAL MARKETING SHARE?
8. In terms of internal management of HUL
• Unilever Safety & Environmental Assurance
Centre
• At the Safety &
Environmental Assurance Centre (SEAC), their
job is to provide Unilever with the skills,
advice and guidance needed to reduce,
manage and control any safety risks for
consumers, employees and the environment.
9.
10.
11.
12. Discussion question
• What STP strategy will u adopt for HUL range
of other product lines for Indian rural
consumers, with appropriate marketing
promotional strategy?
13. • With the increase in population and with the increased target groups
undifferentiated products for an undifferentiated market is a thing of the past.
• Initially, marketers in India concentrated on segmenting the urban market
only as it contributed to 75% of the revenue. With the saturation of the urban
market in recent years and the growing demand in rural markets
simultaneously, the need to segment the market is being felt increasingly.
• As economies evolve, consumer choice and requirements become more
focused. This calls for Segmenting, Targeting and Positioning (STP).
14. • The rural markets generally prefer simple and easy to use products.
• The packaging has to be convenient and cost-effective.
• packaging that only adds to the cost and does not provide any additional
convenience.
• The products should be able to cater to the distinct needs of rural
customers and provide value for money.
15. Segmenting, Targeting and Positioning.
Decision Actions
Segmenting •Identifying various bases for segmenting markets
•Developing profiles of market segments
Targeting •Evaluating the market segments for their
attractiveness
•Deciding the market coverage strategy
Positioning •Identifying a set of possible competitive advantages
of the brand
•Selecting the right competitive advantage
•Communicating the chosen competitive advantage
to the target customers.
16.
17. Identify the opinion leader at first then requesting her
to circulate information regarding the product.
26. Another issues
Infrastructure is improving rapidly
• In 50 years only, 40% villages have
been connected by road, in next 10
years another 30% would be connected.
• More than 90% villages are electrified,
though only 44% rural homes have
electric connections.
• Rural telephone density has gone up by
300% in the last 10 years.
Increasing income and purchasing
power
The agricultural development programs of the
government have helped to increase income
in the agricultural sector by increasing the
productivity and better price for agricultural
products, thus enhancing the purchasing
power in rural markets.
27. Distribution strategy
Using company delivery vans, melas,
haats, and mandis/ agri markets.
Promotional strategy
• Rich traditional media forms like
puppetry, folk dances, audio visuals,
etc. should be used to convey the
right message to the rural folk.
• Forms with which the rural
consumers are highly comfortable with should be used.
28. By communicating and changing
quality perception
• Companies are coming up with new
technology and they are properly
communicating it to the customer.
• There is a trade-off between the quality a
customer perceives and a company wants
to communicate.
• The perception of the rural Indian about
the desired product is changing.
By proper communication in local
language
• The companies have realized the
importance of proper communication in
local language for promoting their
products.
• They have started selling the concept of
quality with proper communication.
29. By understanding cultural
and social values
• Companies have recognized that
social and cultural values have a very
strong hold on the people.
• It plays a major role in deciding what
to buy.
• Moreover, rural people are emotional
and sensitive.
By providing what customer
wants
• The customers want value for
money. They aim for the basic
functionality of the product rather
than the frills associated which
would not be of much use and will
increase the price of the product.
• However, if the seller provide frills
free of cost they are happy with that.
30. By associating themselves with India
• MNCs are associating themselves with India by talking about
India, by explicitly saying that they are Indian.
• M-TV during Independence Day and Republic Day time make
their logo with Indian tri-color.
• In 1998, Nokia had launched cellular phone 5110, with the
India tricolor and a ringtone of ”Sare Jahan se achcha”.
• Companies are picking up Indian models and actors for
advertisements and promotions.
31. • It is a normal tendency of an Indian to try to associate
himself/herself with the product. If he/she can visualize
himself/herself with the product, he/she becomes loyal to it.
• That is why FMCG companies usually showcase their
products in around families in their advertisements.
By giving Indian terms for brands
• Companies use Indian words for brands.
• Like LG has used India brand name
”Sampoorna” for its TV. The term is a
part of the Bengali, Hindi, Marathi and
Tamil tongue.
32. HUL with its Project Shakti has already
has a reach of 1.7 lakh villages, and
aspires to reach 5 lakh villages by
2020
A NOTEWORTHY SUCCESS STORY
