This document discusses corporate sector interest in agribusiness and rural market mapping in India. It notes that India's untapped agricultural potential is attracting corporate investment and that market mapping identifies customer needs and product positioning in markets. Several common rural market mapping tools are described, including those measuring demographic, economic and agricultural factors. The document also provides examples of Coca-Cola's segmentation and rural initiatives in India to increase availability, affordability and acceptability of its products.

1. CORPORATE SECTOR IN AGRI
BUSINESS: RURAL MARKET
MAPPING
Submitted To: Submitted By:
Ms. Nidhi Malhotra Aditya Vij
Divyu Singhal
Jyoti
Jyotika
Tarush Gahan
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2. INTRODUCTION
 Agribusiness is the coordination of all activities that
contribute to production, processing, marketing,
distribution, financing and development of
agricultural commodities and resources.
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3. REASONS FOR INCREASED INTEREST OF
CORPORATE SECTOR IN AGRI-BUSINESS
 India’s untapped potential in the agriculture sector
is making the corporate world enthusiastic.
 Progressive states have realized that large
companies can bring in technology, investment,
modern best practices and crop diversification
techniques.
 State govt. were finding it difficult to maintain MSP
levels.
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4. WHAT IS MARKET MAPPING?
A marketing map is a research method that
identifies the key aspects the customers would
require in a market and how the products that
already exists are positioned in that certain market.
 Process of Collecting market information
confidentially.
 Saves Time & offers valuable insights into the
market that facilitates decision making.
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6. WHY DO PEOPLE USE THEM?
People use marketing to help them see easily what
gaps there are in, particularly in which market their
want to work upon.
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7. MARKET MAPPING TOOLS
 Thompson Rural Market Index:
 The first attempt to map rural market potential.
 Created by Hindustan Thompson Associates (HTA)
in 1972.
 Districts Considered: 383
 Determine relative potential of different districts on
the basis of demographic factors and overall
agriculture potential of the district.
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8. MICA Rural Market Rating
According to this districts are ranked on seven
parameters like population, fertilizers consumption
etc.
 The research results are all presented in the form of
maps.
 Using digital mapping technique, it has been made
user friendly so that the districts are all plotted on
the Indian Map and just by clicking on a particular
district information can be obtained.
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9.  Linquest
Market mapping tool from AP Lintas was the
predecessor of Lincompass. It ranked districts on
42 variables.
 Indian Market Demographics
The finding of this are based on largest research
sample. It gives detailed information on income
class, durable trends etc.
 Business Intelligence Unit
It correlates agriculture zone with purchasing
power. 9

10. LINCOMPASS
 In this software, it calculates a fixed market
potential of the districts.
 In this the parameters included agriculture, literacy,
village composition, income and distance from
National and Regional highways.
 It facilitates the user to analyze and design the
route on three different database organised.
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11. ARCVIEW
 This tool is used for optimal decisions for
distribution and logistics applications, territory
planning and dealer development.
 It identifies potential market from state to district to
village or town.
 It also analyses accessibility, coverage enabling
cost effective transportation planning.
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12. ADVANTAGES IN RURAL MARKET MAPPING
 Helps spot gaps in market.
 Shows where a sector is overcrowded.
 Useful for analyzing competitors.
 Encourages use of market research.
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13. DISADVANTAGES OF RURAL MARKET
MAPPING
 There is a “gap” doesn’t mean there is a demand.
 Not a guarantee of success.
 How reliable is the market research?
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14. COCA COLA’S MARKET MAPPING
 Coca Cola Company is the world’s leading
manufacturer and distributor of soft beverages.
 Coca Cola uses "Multisegment" targeting strategy
which means that the company has more than
single, well- defined, market segment.
 It develops a marketing mix for each of the
segments. Coca Cola has more than 400 different
products line, total of 3,500 product mix.
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15. GEOGRAPHIC SEGMENTATION
 Coca Cola has drinks that targets different age groups,
ethnic groups, sexes, lifestyles, etc. Examples:
 Oasis- Juice made for the younger working adults,
between the ages of 20-30. The product is available in
different flavors (berry, lemon, and orange tangerine).
It’s mostly popular in Britain and Ireland.
 Coca Cola Zero- targets teens that don't want calories
but want the taste.
 Diet Coca Cola- targets adults, between 30-50 who are
health conscious but want the taste.
 Powerade- sport drink, targets athletes between 13-27
ages.
 Minute Maide- targets kids and adults from 1 year to 10
and 40 plus. It’s convenience to carry. It targets parents
that want their children to drink healthier drinks. 15

16. DEMOGRAPHIC SEGMENTATION
 Age- 15-25 years old, 25-40 and 40 plus.
 Gender- targets both genders with wide variety
drinks.
 Income- segments different income level. for
example, by packaging: for low level income the
company is selling returnable glass bottle; for high
level income, the company is selling coke in tins.
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17. PSYCHOGRAPHICS SEGMENTATION
 People who are brand conscious will not drink
beverages of less known brands. They will try to show
their status by drinking Coca-Cola.
 The level of education is another factor that the
company is paying attention to. In an high percentage
education, the company can use advertisements to
convey the company massage.
 Because Coca Cola is a recognized world brand, people
will drink it without hesitate.
 In addition, many people today make their purchases
decisions based on the company’s ethics and, or social
responsibility. Coca Cola gains the trust of its consumers
by contributing to the environment in varies ways.
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18. COKE RURAL INITIATIVES
 It brought down the average price of its products
from Rs 10 to Rs 5, thereby bridging the gap
between soft drinks and other local options like tea,
butter milk or lemon water.
 Coca-Cola India doubled the number of outlets in
rural areas from 80,000 in 2001 to 160,000 in 2003,
which increased market penetration from 13 per
cent to 25 per cent.
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20. BRAND LOCALIZATION STRATEGY: THE TWO
INDIAS
 India A: “Life ho to aisi”
“ India A,” the designation Coca-Cola gave to the
market segment including metropolitan areas and
large towns, represented 4% of the country’s
population.
Life ho to aisi ,” (life as it should be) was the
successful and relevant tagline found in Coca-
Cola’s advertising to this audience.
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21.  India B: “Thanda Matlab Coca-Cola”
“ India B” included small towns and rural areas,
comprising the other 96% of the nation’s
population.
This segment’s primary need was out-of-home thirst-
quenching and the soft drink category was
undifferentiated in the minds of rural consumers.
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22. CCI’S RURAL MARKETING STRATEGY
 CCI’s rural marketing strategy was based on three
A’s – Availability, Affordability and Acceptability.
The first ‘A’ – Availability emphasized on the
availability of the product to the customer.
The second ‘A’ - Affordability focused on product
pricing.
The third ‘A’- Acceptability focused on convincing the
customer to buy the product.
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