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This document discusses advertising strategies for rural markets in India. It notes that three out of four Indian consumers live in rural areas, posing various challenges for marketers like wide dispersion, transportation issues, and seasonal/unpredictable demand. However, opportunities exist in food, consumer goods, durables and vehicle sectors totaling over $100 billion annually. The document examines success stories of brands like Lever's Breeze soap, A1 Tea, Britannia's Tiger biscuits, and Dabur targeting rural consumers through product design, packaging, and promotional strategies like health camps, beauty pageants, and regional branding. HUL's Lifebuoy soap is discussed which was launched in 1894 and focuses on health education through radio programs
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Emerging trends of rural market
Rural markets in India are emerging as an important trend due to the large rural population, increased literacy rates, and rising consumer demand. Some key developments include more rural Indians using mobile phones, purchasing insurance, and gaining internet access, showing they are becoming more brand conscious. However, marketing to rural consumers also faces challenges like lack of awareness, affordability, availability, and acceptability of products. Companies are developing solutions like tailored new products, expanded distribution networks, and effective communication strategies to better reach rural customers and capture the growth opportunities in rural India.
Branding in rural marketing
Rural markets in India are growing in importance due to increasing awareness of brands, steady economic growth, and rising aspirations. Branding strategies must account for factors unique to rural consumers, such as lower literacy, preference for local media and events, price sensitivity, and seasonal demand. Successful rural branding relies on availability, affordability, acceptability, and awareness of products through tailored distribution networks and communications approaches. Companies are leveraging melas, local entrepreneurs, and customized products to build brand recognition and loyalty among value-conscious rural populations in India.
Rural Consumer Behaviour
This document discusses rural consumers in India. It provides information on the profile of rural consumers, including their low literacy and income levels, scattered population across many villages, and principal occupations in farming and trades. It describes the types of rural consumers as household consumers, rural industrial users, and rural resellers. It also outlines different groups of rural consumers based on their buying behavior, such as habitual, cognitive, emotional, and impulsive groups. Finally, it briefly discusses factors that influence rural consumer behavior, including stimuli, perception, attitudes, needs, demographics, culture, and social influences.
Rural advertising
The document discusses rural advertising in India. It notes that companies are increasingly targeting rural consumers as the urban market becomes saturated and rural households have more disposable income from good harvests. Some challenges to rural marketing include low literacy rates, seasonal consumption patterns, and low individual incomes. Effective rural communication requires finding cost-effective media mixes and messages tailored to the predominantly illiterate rural audiences. Advertising aims to create desire for products and inform consumers of new offerings.
Targeting And Positioning In Rural Market
The document discusses targeting and positioning strategies for rural markets, noting that targeting involves evaluating and selecting market segments based on factors like profitability and growth rate. It also covers positioning strategies like differentiating products and services, and positioning brands in consumers' minds by identifying differences and communicating them effectively. Rural consumers were surveyed to determine the most attractive segments and positioning strategies for soap brands Lifebuoy and HealthPlus.
Rural Marketing
The document discusses rural marketing strategies and differences between rural and urban markets. It notes that rural markets are large and scattered, with heterogeneous populations. Infrastructure, income sources, lifestyles, and socio-cultural backgrounds differ significantly from urban areas. Effective rural marketing requires customizing strategies to understand rural consumer needs and behaviors.
Rural Products
The document discusses rural products and marketing strategies for rural markets in India. It notes that rural products should meet the unique needs and requirements of rural consumers. It outlines various categories of rural products including FMCG goods, consumer durables, agricultural inputs, and services. It also discusses key considerations for rural product development, pricing, distribution, and promotion strategies to ensure affordability, availability, and awareness in rural areas. Special adaptations are needed to effectively market to the rural consumer segment.
Rural Marketing Strategies, Distribution Strategies
Rural Marketing Strategies, Rural Marketing Strategies, Distribution Strategies
Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings
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Emerging trends of rural market
Rural markets in India are emerging as an important trend due to the large rural population, increased literacy rates, and rising consumer demand. Some key developments include more rural Indians using mobile phones, purchasing insurance, and gaining internet access, showing they are becoming more brand conscious. However, marketing to rural consumers also faces challenges like lack of awareness, affordability, availability, and acceptability of products. Companies are developing solutions like tailored new products, expanded distribution networks, and effective communication strategies to better reach rural customers and capture the growth opportunities in rural India.
Branding in rural marketing
Rural markets in India are growing in importance due to increasing awareness of brands, steady economic growth, and rising aspirations. Branding strategies must account for factors unique to rural consumers, such as lower literacy, preference for local media and events, price sensitivity, and seasonal demand. Successful rural branding relies on availability, affordability, acceptability, and awareness of products through tailored distribution networks and communications approaches. Companies are leveraging melas, local entrepreneurs, and customized products to build brand recognition and loyalty among value-conscious rural populations in India.
Rural Consumer Behaviour
This document discusses rural consumers in India. It provides information on the profile of rural consumers, including their low literacy and income levels, scattered population across many villages, and principal occupations in farming and trades. It describes the types of rural consumers as household consumers, rural industrial users, and rural resellers. It also outlines different groups of rural consumers based on their buying behavior, such as habitual, cognitive, emotional, and impulsive groups. Finally, it briefly discusses factors that influence rural consumer behavior, including stimuli, perception, attitudes, needs, demographics, culture, and social influences.
Rural advertising
The document discusses rural advertising in India. It notes that companies are increasingly targeting rural consumers as the urban market becomes saturated and rural households have more disposable income from good harvests. Some challenges to rural marketing include low literacy rates, seasonal consumption patterns, and low individual incomes. Effective rural communication requires finding cost-effective media mixes and messages tailored to the predominantly illiterate rural audiences. Advertising aims to create desire for products and inform consumers of new offerings.
Targeting And Positioning In Rural Market
The document discusses targeting and positioning strategies for rural markets, noting that targeting involves evaluating and selecting market segments based on factors like profitability and growth rate. It also covers positioning strategies like differentiating products and services, and positioning brands in consumers' minds by identifying differences and communicating them effectively. Rural consumers were surveyed to determine the most attractive segments and positioning strategies for soap brands Lifebuoy and HealthPlus.
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The document discusses rural marketing strategies and differences between rural and urban markets. It notes that rural markets are large and scattered, with heterogeneous populations. Infrastructure, income sources, lifestyles, and socio-cultural backgrounds differ significantly from urban areas. Effective rural marketing requires customizing strategies to understand rural consumer needs and behaviors.
Rural Products
The document discusses rural products and marketing strategies for rural markets in India. It notes that rural products should meet the unique needs and requirements of rural consumers. It outlines various categories of rural products including FMCG goods, consumer durables, agricultural inputs, and services. It also discusses key considerations for rural product development, pricing, distribution, and promotion strategies to ensure affordability, availability, and awareness in rural areas. Special adaptations are needed to effectively market to the rural consumer segment.
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Rural Marketing Strategies, Rural Marketing Strategies, Distribution Strategies
Presentations By Rajendran Ananda Krishnan, https://www.facebook.com/ialwaysthinkprettythings
Segmentation Of Rural Market
The document discusses various ways to segment the rural market in India. It describes segmenting by geographic, demographic, psychographic and behavioral factors. It provides examples of companies like Nirma, HLL, T-Series that segmented and targeted specific rural market segments successfully. It also discusses segmentation approaches for the rural market based on village population size, location relative to towns, and landholding size of farmers.
Project Shakti - Unilever India
Hindusthan Lever had a challenge with the competitors in Rural India. They devised a strategy to enter the market at the grass root level and utilize the entrepreneurial woman. Based on perceptions, there are some ethical questions. This case looks at the strategies on how to capture the emerging markets and work at the grass root level with the consumer behaviors. Not only understand the consumer behavior, but introduce the need and also the products to the consumers who NEVER used any product in that area.
challenges and opportunities of rural market
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
Rural marketing in India
The document discusses rural India and its rural markets. It states that rural India contributes significantly to India's population, income, expenditure, and savings. It notes that rural markets are growing faster than urban markets in consumer durable goods. It highlights some myths about rural India, such as the misconceptions that rural income only comes from agriculture and that rural growth is slow. It also outlines some of the key differences between rural and urban markets in India. Finally, it discusses approaches to effectively marketing to rural consumers in India.
Godrej aadhar
Godrej Agrovet is a subsidiary of Godrej Industries Ltd that holds 57% shares. Godrej Aadhaar is a rural development program with the motto "Khushiyon ka, Khushhali ka". It offers products and services to farmers through retail centers in various Indian states. The objectives are to improve productivity, increase returns and offer advisory services. It interacts with farmers daily to educate them and increase productivity. Opportunities exist in rural India due to the large population, rising incomes and improving infrastructure. Challenges include high initial costs, expanding to a vast market, and addressing many languages and communities.
Opportunities and challenges in indian rural market
The document discusses opportunities and challenges in the Indian rural market. It outlines objectives related to studying the current rural market scenario in India. It examines the scope, needs, features and importance of rural markets. Some key opportunities in rural markets include rising incomes, improved infrastructure, and changing consumption patterns. However, marketers also face challenges such as low literacy, distribution issues, and seasonal demand fluctuations. Innovative rural marketing practices adopted by companies are also described.
Challenges in rural communication
http://blog.digitalmarketing.ac.in/2017/01/challenges-in-rural-communication.html
follow the link for more details.
Rural Pricing strategy
Pricing is the most important strategy for marketing in rural areas. Companies must consider factors like costs, pricing objectives, customers, suppliers and competitors when determining rural pricing strategies. Some effective strategies mentioned are penetration pricing, value pricing, coinage pricing, discounts, free gifts, and targeting optional products. Videocon and Honda are provided as examples of companies that successfully used innovative rural pricing models.
Advertising & Sales Promotional Strategies In Rural Market
Dabur uses a training program called Astra to educate its rural shopkeepers on effective sales and distribution techniques through role-plays performed by actors. Astra trains over 2,000 of Dabur's distribution partners in five local languages since around 75% of Dabur's sales come from rural India. Other companies like Brooke Bond Lipton use magic shows and skits, while Reckitt Benckiser utilizes NGOs to communicate product benefits directly to rural customers.
Rural Marketing Strategies - Case Studies
Dabur uses several innovative rural marketing strategies including regional branding, social initiatives and campaigns, and technical integration projects. It launches products tailored for specific regions and participates in local fairs and events. Dabur also implements health camps, beauty pageants, and CSR initiatives to engage with rural communities. Additionally, it utilizes digitized maps and data to target specific villages for sales growth.
Rural Retailing
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
Hul success in rural market
Hindustan Unilever Limited (HUL) entered the Indian market in 1888. In the 1960s, HUL recognized rural India as a huge market opportunity and began expanding its rural operations. Some key strategies HUL employed included developing affordable products through value engineering, introducing smaller product packages, establishing direct distribution networks to rural vendors/retailers, and utilizing culturally appropriate promotional methods. In 1998, HUL launched Project Streamline and Project Bhart to improve rural distribution. In 2001, HUL launched Project Shakti, a partnership with rural women's self-help groups, to directly reach consumers in villages. Project Shakti now operates in over 100,000 villages across 15 states, providing livelihood
Rural Retailing
Rural India is characterized by low per capita income, low productivity, low literacy and low rate of industrialization along with absence of basic amenities. The unprivileged class is set back by a lack of educational opportunities that could empower them to confidently pursue economic progress and overcome the debilitating effects of low literacy and rigid social hierarchies. India’s rural markets are growing at double the rate of urban markets. The retail revolution is going to act as a catalyst. So, the new concept that is hitting the market today is the "Rural Retailing".
Consumer Behavior - Howard Sheth Model
The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information processing.
Consumer Behavior
1. Howard Sheth Model
2. Extensive problem solving
3. Limited problem solving
4. Routinized response behavior
5. Inputs
6. Perceptual construct
7. Learning construct
8. Consumer Usual Buying Behavior
9. Dispose
Rural marketing - FMCG
The document discusses the rural FMCG sector in India. It provides definitions of rural areas and outlines the importance of rural marketing due to the large rural population size and lower costs. Key challenges in rural marketing are also discussed. Several major FMCG companies operating in India, such as ITC, Amul, Dabur, HUL, are highlighted for their rural development initiatives focused on areas like agriculture, sanitation, skill development and access to information. The future of the rural FMCG sector is promising with rising incomes and the sector is expected to reach $100-220 billion by 2025 aided by e-commerce growth.
A project report on rural marketing
This document provides an executive summary and table of contents for a project report on rural marketing. The executive summary discusses the evolution of thinking around rural marketing in India, from initially viewing rural and urban markets similarly to recognizing the need for a distinct rural marketing approach. It notes that factors beyond just income differentiate rural and urban India, requiring a tailored understanding of rural markets. The table of contents then outlines 15 sections that will be covered in the project report, including the nature of rural markets, rural consumer behavior, marketing strategies for rural markets, and media vehicles for promoting to rural audiences.
Rural communication
Rural communication has emerged as a key concern for both corporations and social institutions trying to reach rural audiences. There are many challenges to effective rural communication, including a scattered population, low literacy rates, and poor infrastructure. Mass media can reach large rural audiences, but traditional media like folk theater and wall paintings are often more effective. Effective rural communication requires understanding the audience, using their preferred languages and media, and involving them through participatory approaches.
Rural media
Rural media can be defined as media outlets that primarily reach populations outside metropolitan areas. It includes conventional media like radio, television, print, and cinema as well as non-conventional media such as wall paintings, fairs, and personalized media. Effective rural communication is important for development and follows a two-step flow, first influencing opinion leaders who then guide rural masses. The ideal media model is to use both mass and personalized media to reach opinion leaders and the broader rural audience. Consumer behavior also influences appropriate communication strategies.
ITC e-Choupal and Saagar
ITC's e-Choupal initiative aims to directly link rural Indian farmers to the internet for agricultural product procurement. The program involves installing computers with internet access in rural areas to provide farmers with up-to-date market and farming information. Currently, over 6,500 e-Choupals in over 40,000 villages serve more than 4 million farmers and villagers. The initiative aims to reach 100,000+ villages by 2012. In addition to procurement, e-Choupal provides rural distribution of goods and financial services to farmers while creating rural infrastructure and jobs. It has been an innovative strategy for rural market development and wealth creation in India.
Coca Cola 's rural marketing strategy
The company has a long history of acquisitions.
Coca-Cola acquired Minute Maid in 1960,the Indian cola brand
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke acquired local popular Indian brands including Thumbs Up, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference
Kelvinkare
CavinKare is an Indian personal care and food products company that has successfully targeted rural Indian markets. It entered rural areas by educating consumers on the proper use of products like shampoo through demonstrations and free sample distributions. CavinKare also uses small, single-use sachet packages and a direct salesforce focused on small retailers to distribute products affordably in rural regions. Through effective communication tailored to rural audiences, the company has built many leading brands that now compete with major urban consumer goods companies.
Final lifebouy
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with a history of over 80 years in India. Some key points:
- Lifebuoy soap is HUL's flagship brand and was first launched in 1895. It has maintained its leadership position for over 100 years.
- However, in the 1990s Lifebuoy's monopoly was challenged by new brands offering additional value like freshness and beauty care.
- To revive growth, in 2001 HUL repositioned Lifebuoy from a 'male brand' to a 'family brand' and launched new products. They also invested in rural health programs.
- Currently, HUL revenues are over Rs.
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Segmentation Of Rural Market
The document discusses various ways to segment the rural market in India. It describes segmenting by geographic, demographic, psychographic and behavioral factors. It provides examples of companies like Nirma, HLL, T-Series that segmented and targeted specific rural market segments successfully. It also discusses segmentation approaches for the rural market based on village population size, location relative to towns, and landholding size of farmers.
Project Shakti - Unilever India
Hindusthan Lever had a challenge with the competitors in Rural India. They devised a strategy to enter the market at the grass root level and utilize the entrepreneurial woman. Based on perceptions, there are some ethical questions. This case looks at the strategies on how to capture the emerging markets and work at the grass root level with the consumer behaviors. Not only understand the consumer behavior, but introduce the need and also the products to the consumers who NEVER used any product in that area.
challenges and opportunities of rural market
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
Rural marketing in India
The document discusses rural India and its rural markets. It states that rural India contributes significantly to India's population, income, expenditure, and savings. It notes that rural markets are growing faster than urban markets in consumer durable goods. It highlights some myths about rural India, such as the misconceptions that rural income only comes from agriculture and that rural growth is slow. It also outlines some of the key differences between rural and urban markets in India. Finally, it discusses approaches to effectively marketing to rural consumers in India.
Godrej aadhar
Godrej Agrovet is a subsidiary of Godrej Industries Ltd that holds 57% shares. Godrej Aadhaar is a rural development program with the motto "Khushiyon ka, Khushhali ka". It offers products and services to farmers through retail centers in various Indian states. The objectives are to improve productivity, increase returns and offer advisory services. It interacts with farmers daily to educate them and increase productivity. Opportunities exist in rural India due to the large population, rising incomes and improving infrastructure. Challenges include high initial costs, expanding to a vast market, and addressing many languages and communities.
Opportunities and challenges in indian rural market
The document discusses opportunities and challenges in the Indian rural market. It outlines objectives related to studying the current rural market scenario in India. It examines the scope, needs, features and importance of rural markets. Some key opportunities in rural markets include rising incomes, improved infrastructure, and changing consumption patterns. However, marketers also face challenges such as low literacy, distribution issues, and seasonal demand fluctuations. Innovative rural marketing practices adopted by companies are also described.
Challenges in rural communication
http://blog.digitalmarketing.ac.in/2017/01/challenges-in-rural-communication.html
follow the link for more details.
Rural Pricing strategy
Pricing is the most important strategy for marketing in rural areas. Companies must consider factors like costs, pricing objectives, customers, suppliers and competitors when determining rural pricing strategies. Some effective strategies mentioned are penetration pricing, value pricing, coinage pricing, discounts, free gifts, and targeting optional products. Videocon and Honda are provided as examples of companies that successfully used innovative rural pricing models.
Advertising & Sales Promotional Strategies In Rural Market
Dabur uses a training program called Astra to educate its rural shopkeepers on effective sales and distribution techniques through role-plays performed by actors. Astra trains over 2,000 of Dabur's distribution partners in five local languages since around 75% of Dabur's sales come from rural India. Other companies like Brooke Bond Lipton use magic shows and skits, while Reckitt Benckiser utilizes NGOs to communicate product benefits directly to rural customers.
Rural Marketing Strategies - Case Studies
Dabur uses several innovative rural marketing strategies including regional branding, social initiatives and campaigns, and technical integration projects. It launches products tailored for specific regions and participates in local fairs and events. Dabur also implements health camps, beauty pageants, and CSR initiatives to engage with rural communities. Additionally, it utilizes digitized maps and data to target specific villages for sales growth.
Rural Retailing
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
Hul success in rural market
Hindustan Unilever Limited (HUL) entered the Indian market in 1888. In the 1960s, HUL recognized rural India as a huge market opportunity and began expanding its rural operations. Some key strategies HUL employed included developing affordable products through value engineering, introducing smaller product packages, establishing direct distribution networks to rural vendors/retailers, and utilizing culturally appropriate promotional methods. In 1998, HUL launched Project Streamline and Project Bhart to improve rural distribution. In 2001, HUL launched Project Shakti, a partnership with rural women's self-help groups, to directly reach consumers in villages. Project Shakti now operates in over 100,000 villages across 15 states, providing livelihood
Rural Retailing
Rural India is characterized by low per capita income, low productivity, low literacy and low rate of industrialization along with absence of basic amenities. The unprivileged class is set back by a lack of educational opportunities that could empower them to confidently pursue economic progress and overcome the debilitating effects of low literacy and rigid social hierarchies. India’s rural markets are growing at double the rate of urban markets. The retail revolution is going to act as a catalyst. So, the new concept that is hitting the market today is the "Rural Retailing".
Consumer Behavior - Howard Sheth Model
The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information processing.
Consumer Behavior
1. Howard Sheth Model
2. Extensive problem solving
3. Limited problem solving
4. Routinized response behavior
5. Inputs
6. Perceptual construct
7. Learning construct
8. Consumer Usual Buying Behavior
9. Dispose
Rural marketing - FMCG
The document discusses the rural FMCG sector in India. It provides definitions of rural areas and outlines the importance of rural marketing due to the large rural population size and lower costs. Key challenges in rural marketing are also discussed. Several major FMCG companies operating in India, such as ITC, Amul, Dabur, HUL, are highlighted for their rural development initiatives focused on areas like agriculture, sanitation, skill development and access to information. The future of the rural FMCG sector is promising with rising incomes and the sector is expected to reach $100-220 billion by 2025 aided by e-commerce growth.
A project report on rural marketing
This document provides an executive summary and table of contents for a project report on rural marketing. The executive summary discusses the evolution of thinking around rural marketing in India, from initially viewing rural and urban markets similarly to recognizing the need for a distinct rural marketing approach. It notes that factors beyond just income differentiate rural and urban India, requiring a tailored understanding of rural markets. The table of contents then outlines 15 sections that will be covered in the project report, including the nature of rural markets, rural consumer behavior, marketing strategies for rural markets, and media vehicles for promoting to rural audiences.
Rural communication
Rural communication has emerged as a key concern for both corporations and social institutions trying to reach rural audiences. There are many challenges to effective rural communication, including a scattered population, low literacy rates, and poor infrastructure. Mass media can reach large rural audiences, but traditional media like folk theater and wall paintings are often more effective. Effective rural communication requires understanding the audience, using their preferred languages and media, and involving them through participatory approaches.
Rural media
Rural media can be defined as media outlets that primarily reach populations outside metropolitan areas. It includes conventional media like radio, television, print, and cinema as well as non-conventional media such as wall paintings, fairs, and personalized media. Effective rural communication is important for development and follows a two-step flow, first influencing opinion leaders who then guide rural masses. The ideal media model is to use both mass and personalized media to reach opinion leaders and the broader rural audience. Consumer behavior also influences appropriate communication strategies.
ITC e-Choupal and Saagar
ITC's e-Choupal initiative aims to directly link rural Indian farmers to the internet for agricultural product procurement. The program involves installing computers with internet access in rural areas to provide farmers with up-to-date market and farming information. Currently, over 6,500 e-Choupals in over 40,000 villages serve more than 4 million farmers and villagers. The initiative aims to reach 100,000+ villages by 2012. In addition to procurement, e-Choupal provides rural distribution of goods and financial services to farmers while creating rural infrastructure and jobs. It has been an innovative strategy for rural market development and wealth creation in India.
Coca Cola 's rural marketing strategy
The company has a long history of acquisitions.
Coca-Cola acquired Minute Maid in 1960,the Indian cola brand
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke acquired local popular Indian brands including Thumbs Up, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference
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Kelvinkare
CavinKare is an Indian personal care and food products company that has successfully targeted rural Indian markets. It entered rural areas by educating consumers on the proper use of products like shampoo through demonstrations and free sample distributions. CavinKare also uses small, single-use sachet packages and a direct salesforce focused on small retailers to distribute products affordably in rural regions. Through effective communication tailored to rural audiences, the company has built many leading brands that now compete with major urban consumer goods companies.
Final lifebouy
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company with a history of over 80 years in India. Some key points:
- Lifebuoy soap is HUL's flagship brand and was first launched in 1895. It has maintained its leadership position for over 100 years.
- However, in the 1990s Lifebuoy's monopoly was challenged by new brands offering additional value like freshness and beauty care.
- To revive growth, in 2001 HUL repositioned Lifebuoy from a 'male brand' to a 'family brand' and launched new products. They also invested in rural health programs.
- Currently, HUL revenues are over Rs.
rural.pdf
HUL has a long history in India dating back to 1888. It entered the rural market in the 1960s in recognition of the large rural population and changing consumption patterns. HUL launched "Project Shakti" in 2001 to partner with self-help groups of rural women entrepreneurs for door-to-door sales in villages. Project Shakti now includes over 45,000 women across 15 states selling to over 100,000 villages. It has helped provide sustainable livelihoods while also increasing access to HUL's products in rural areas. HUL has also used other innovative rural marketing strategies like customized products, packaging, and promotions as well as the "Khusiyon Ki Doli" awareness program.
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Dabur is India's fourth largest FMCG company with a focus on herbal and natural products. It has over 4000 distributors and retail reach of 2.5 million outlets in India. To target rural markets, which make up 72% of India's population, Dabur uses promotional strategies like TV, radio, newspapers and in-person events. It also tailors regional branding and distributes through local dealers, wholesalers and retailers. Dabur provides sales training to shopkeepers on marketing and sells smaller product packs tailored to rural customers' needs. The company leverages its brand trust and natural positioning to expand in rural India where acceptability is high.
Rural Marketing Dabur
Dabur is India's fourth largest FMCG company. It focuses on herbal and natural products and has a large rural market presence with over 2.5 million retail outlets. Some key rural marketing strategies used by Dabur include promotional activities like TV/radio ads and local events, regional branding, and a large network of distributors, wholesalers, agents and retailers. Dabur also provides sales training to shopkeepers on marketing through its ASTRA program. Going forward, opportunities exist in rural exports, partnerships with companies like IOC, and raising immunity awareness in schools.
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In this Presentation to understanding HUL & ITC marketing strategy and how they the differently working in same field
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- The soap market in India is growing at 7% annually and is estimated at 126,000 tonnes total, with major companies holding around 90% market share.
- The top 3 companies in India's soap market are Hindustan Unilever Limited, Godrej, and Nirma, which collectively hold around 88% market share. HUL is the dominant player with brands like Lux and Lifebuoy.
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Colgate is a world renowned brand that has been in India since 1937. It dominates the oral care market with 48% share and earns 93% of its revenues from oral care products like toothpaste. While urban penetration of oral care products is high, in rural India traditional products like neem and ash are still commonly used. To increase rural penetration, Colgate launched programs like 'Sampark' that used door-to-door campaigns, mobile vans, and partnerships with local leaders and retailers to educate consumers and improve access to products. Colgate's long presence and focus on rural markets have contributed significantly to its market leadership position in India.
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Rural markets in India provide significant opportunities for growth. Some key points:
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- Urban markets are becoming saturated while rural markets remain relatively untapped, presenting opportunities for growth. Around 53% of FMCG sales occur in rural markets.
- Successful brands targeting rural consumers focus on affordability, durability, customer service, and promotional schemes. Advertising strategies include door-to-door visits, melas/fairs, wall paintings, audio announcements, and mobile vans.
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Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company with a presence across India through 100 factories. It was formed in 1933 as Lever Brothers India Limited and later became HUL. HUL touches the lives of two out of three Indians through its brands. It aims to add vitality to life through brands across home and personal care categories. HUL has undertaken various rural marketing initiatives like Project Shakti to boost rural sales, provide livelihood opportunities to women, and improve health and hygiene in villages. Project Shakti partners with self-help groups and has over 45,000 women entrepreneurs across 15 states generating Rs. 700-1000 per month income each. H
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1. The document discusses the FMCG industry in India, focusing on the beauty and personal care sector. It analyzes trends in rural and urban markets, as well as different regions of India.
2. Major players like HUL, Colgate, and P&G dominate the market, though Dabur and other local brands have significant share as well. Rural markets offer great potential for growth.
3. The document also provides overviews of specific FMCG companies like Pepsico and Coca-Cola, covering their distribution networks, rural marketing strategies, and initiatives to boost rural penetration. Price points, packaging, and addressing issues like fakes are discussed.
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points of fmcg ppt.
player's of fmcg sector
market shares of fmcg industry
groth in indian fmcg sector
branding strategies
pricing policies
conclusion
Rural market ppt by rajorsi
The document discusses rural marketing in India. It defines rural marketing and discusses the rural consumer market, including classifications of rural consumers based on economic status. It also covers characteristics of rural consumers and marketing challenges in rural areas. Some key points made include that rural marketing became important after economic liberalization in the 1990s in India, and that understanding rural consumers who differ from urban consumers is a main challenge for marketers. Distribution remains a large problem for reaching rural areas due to infrastructure issues and remoteness. The document also provides examples of successful rural marketing strategies and initiatives by companies like ITC and HUL.
HUL rural mkt
Hindustan Unilever Limited (HUL) entered the rural Indian market in the 1960s as 70% of India's population lived in rural areas, presenting a major business opportunity. HUL tailored its marketing strategies - known as the 4Ps (Product, Price, Place, Promotion) - to the rural context, with innovations like smaller product packages, door-to-door distribution through local vendors, and culturally appropriate promotions. A key initiative was Project Shakti in 2000, partnering with rural women's self-help groups to provide door-to-door sales and livelihoods. Shakti now includes over 45,000 women entrepreneurs across 15 states, reaching over 100,000 villages.
Rural Marketing
Hindustan Unilever has launched Project Shakti, a rural initiative to provide marketing infrastructure for products made by rural communities. The initiative aims to ensure rural producers have access to ready markets, allow products to reach a wide customer base, and facilitate financial benefits reaching producers. Shakti recruits and trains rural women as entrepreneurs to directly sell HUL products in villages, generating an average monthly income of Rs. 700-1,000. The program now operates in over 80,000 villages across 15 states.
Chik shampoo
Chik Shampoo was launched in rural Indian markets using innovative small sachet packaging and demonstration. CavinKare educated consumers on shampoo use and distributed free samples. This strategy was successful in rural Tamil Nadu and Andhra Pradesh. Chik Shampoo became the second largest selling shampoo in India through affordable sachet pricing and sponsorship of popular films which exposed rural audiences to the brand. CavinKare's targeting of and engagement with rural consumers demonstrated the potential of those markets.
Dabur India ltd.
sector information of FMCG, market size,company information, logo analysis, product portfolio,BCG matrix, swot analysis,product mix......
tea marketing in INDIA
Hindustan Unilever Limited (HUL) is an Indian consumer goods company that produces foods, beverages, cleaning agents, and personal care products. To gain business in the tea market, HUL studied tea consumption patterns and segmented customers into low, middle, and high classes. It positioned brands like A1 and Tiger for the low class with strong flavors and vitamins, Red Label and Taaza for relaxation for the middle class, and Taj Mahal for the high class promoted by celebrities. HUL also created a good life club to incentivize tea stall vendors to use its daily supply of tea delivered by 800-1000 people on cycles ranging from 500g to 5kg packs, helping HUL sell 15,
Lifebouy
Lifebuoy soap was introduced in 1895 as a disinfectant soap to help prevent diseases like typhoid and yellow fever. It became the largest selling soap brand in the world. Over time, Lifebuoy expanded its product line and moved from targeting only men to marketing to families. In the 1990s, Lifebuoy's market share declined as competitors entered the market. To rejuvenate the brand, Lifebuoy launched new variants targeting different segments and increased advertising. It also conducted health programs to promote hygiene awareness and position itself as beneficial to communities.
marico
project report on marico
sector information
marketing analysis
finance statement
organisational structure
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Advertisement in rural market
- 1. ADVERTISING STRATEGIES IN RURAL MARKET PRESENTED BY:- ASHMIKA JISHI JULIE KURIAN LINDA MERIN MATHEWS MAHIMA NAIR.M.G K.MYTHILI
- 2. INTRODUCTION-TO THE CHALLENGES IN RURAL MARKET ADVERTISING • At present, three out of four of country’s consumers are in rural market and one-half of national income is generated there. A number of corporate units have been trying to get grip on the rural market in a variety of ways. • This market poses a variety of challenges, and, therefore, the marketer has to work hard to tackle these challenges tactfully.
- 3. Cont… • Wide and Scattered Market • Problem of Designing Products • Transportation Bottleneck • Seasonal and Irregular Demand • Uncertain and Unpredictable Market • Low Living Standards • Lethargic Life Style • Language Problem
- 4. Opportunities in Indian rural market * More than 750 million people estimated annual size of the rural market FMCG Rs. 70,000 Crore Durables Rs. 5,500 Crore Agricultural-Inputs (including tractors) Rs. 48,000 Crore 2 / 4 Wheelers Rs. 8,400 Crore
- 5. SUCCESS STORY IN RURAL MARKET • Lever's Breeze soap • A1 Tea • Britannia's Tiger biscuits • Dabur • 502 Pataka Chai, the tea brand • HUL- Lifebuoy soap
- 6. BRITANNIA'S TIGERBISCUITS The country’s largest baker wants people in villages and small towns to eat its cookies. Britannia Industries, which lords it over 40 per cent of the Rs 204-crore cookie market According to Kolkata report August 8,2016 • Britannia Industries is looking at increasing the share of its rural sales to turnover to up to 50 per cent in next five years.
- 7. PRODUCTSSTRATEGIES FOR RURAL MARKETS • Brand name • Small unit packaging's • Low price packaging's • New product designs • Sturdy products • Utility oriented products
- 8. SNACKING HABITS IN RURALINDIA BISCUITS • With tea • For guests • Mini breakfast
- 9. CLOSEST COMPETITORS • Locally manufactured biscuits • Unpacked baked items • Freshly fried items • Newest threat- (Sunfeast)
- 10. DABUR Dabur India limited is a leading Indian consumer goods company with interests in hair care, oral care, health care, skin care, home care and foods. From its humble beginnings in the by lanes of Calcutta way back in 1884 as an Ayurveda medicines company, Dabur India ltd has come a long way today to become a leading consumer products manufacturer in India.
- 11. • Various conventional promotional tools used by Dabur in rural markets are • TV Commercials • Radios • Newspaper • POP Display • Wall Paintings • Melas • Haats • Video vans and many sales promotions.
- 12. MARKETING STRATEGIES IN RURAL AREA Different strategies adopted by Dabur are :- • Health camps in school to boost sales of toothpaste and chavanprash • It also came up with beauty pageant to promote its beauty products • It emphasized on word of mouth publicity asking rural forks to use and experience products themselves • It came up with Regional Branding Strategy to attract consumers by launching products with regional twist for e.g., It launched Dabur Lal Dant Manjan as Sivappu Pal Podi in South India while Dabur Red Tooth Powder in North India
- 13. HUL- LIFEBUOY • Lifebuoy is launched in 1894, consistent in lifebuoy is 110 plus year history has been championing to support life through unbeatable protection is at the heart of the brand name itself, the guarantee of protection in threatened. In 1930's campaign in US was titled 'clean hands help guard health', encouraging the use of lifebuoy soap to kill the germs on hands that can use health issues.
- 14. MARKETING STRATEGIES IN RURAL AREA • Initial tagline was “lifebuoy hai jahan tandurusti hai wahan” • Came up with excellent theme “ healthy hoga Hindustan” • For rural market Swashthya Chetna project • Putting stalls in maha kumbh mela in Allahabad • Concentrated through radio and sponsoring programmer like ‘Krishi Darshan’ and ‘Apka Swasthya’
- 15. THANK YOU