MARKETING COMMUNICATION FOR RURAL MARKETS IN INDIA
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This presentation will give a brief idea about how to formulate marketing communication for Rural markets. The presentation will give a basic idea about difference of marketing communication with respect to rural indian markets.
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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.
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Fake brands that closely resemble popular FMCG brands like Dairy Milk, Life Buoy, and Fair & Lovely are common in rural Indian markets. These fake brands fall into two categories: counterfeits that use identical packaging/graphics/names, and pass-offs that use similar sounding names or packaging. Fake brands are more prevalent in rural areas due to lack of awareness and distribution challenges for real brands. FMCG companies lose an estimated 30% of rural business and 2500 crores annually to fake brands, damaging their brand image and loyalty. Companies are trying strategies like special packaging, informant networks, and consumer awareness to curb fake brands in rural India.
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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.
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Hindustan Unilever Limited (HUL) launched Project Shakti in 2001 to capture India's large rural consumer market. The project partners with self-help groups and provides village women microloans to become direct-to-home sales agents for HUL products. Over 45,000 women entrepreneurs now participate in Project Shakti, earning Rs. 700-1000 per month and improving living standards in their villages. The project also includes initiatives like Shaktivani for rural communication and the iShakti community portal for information access.
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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.
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Daily Milk, Lifebody soap and Fair & Lonely. These are popular brands in the hinterlands of Bangladesh . Don’t they sound familiar to daily brands Dairy Milk, Life Buoy & Fair & Lovely? Well, they not only sound but also look similar to the original brands. These brands are created by manufacturers producing cheap versions of the original brands.
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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.
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The document discusses various approaches to rural marketing in India. It first describes the trickle down approach where companies focus on urban areas and assume rural sales will follow. It also discusses the undifferentiated approach where companies use similar strategies for rural and urban with minor modifications. However, the differentiated and bottom-of-the-pyramid approaches recognize the unique needs of rural consumers. The differentiated approach designs separate rural programs with market research, while bottom-of-the-pyramid aims to develop rural people as entrepreneurs through partnerships. The MARK framework is also described which emphasizes making products affordable, acceptable, available and raising knowledge in rural areas.
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1. Lifebuoy soap was initially launched in 1895 targeting labor class men. It became the largest selling soap in India by 1940 through campaigns promoting hand washing.
2. In the 1990s, Nirma launched a lower priced soap, capturing market share. Others also began targeting the value segment, reducing Lifebuoy's market share.
3. In 2002, Lifebuoy was relaunched as a mild soap for families. HLL also focused on rural marketing through education programs about hygiene since most sales were in rural areas.
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Parle g rural marketing strategy
Biscuits manufactured by Parle Products in India.
1939 started manufacturing biscuits.
Tag line : The Tasty Healthy Food
Earlier G for Glucose
Now G for Genius
Marketing strategy for Rural India
Pricing at lower rate
Maintains 4 rupee packs for a longer period of time
Even it is available at rupee 1,2,4, 25 &more
Reaching remote villages
Concentrated heavily on rural marketing to have high growth rate.
Rural market penetration is 50 – 65%
High distribution network
Known as biscuit ka puda (large packet )
Sponsors of Shakthiman ---- gave them a great success
Associates with various governmental initiatives like
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National Rural Health Mission Center
Mid day meal being served in primary schools
Products are made available in different sizes
It is mainly promoted through TV ads and cinema
Even went for print ads
Easily available biscuits
so these are the marketing strategy of parle g for rural Inda
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Rural markets make up a large portion of India's population. Effective communication strategies are needed to reach rural consumers who have different behaviors and access to media than urban consumers. Hindustan Lever Limited launched an educational campaign using Lifebuoy soap to promote handwashing and hygiene in rural India. The campaign utilized various media and engaged local communities to successfully change handwashing behaviors and increase sales.
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742 million Indians constituting 138 million households reside in 6, 38,365 villages (Census, 2001). the size of rural market itself speaks of its potential.The current marketing environment and economic scenario have brought the corporate under contemporary roofs of modern India, which is challenging the current standards of segmenting, targeting and reaching the customers. Realistically, India as a nation has come a long way from the place where only urban population which constitutes 20 per cent of customer base for companies are responsible for 80 per cent of their profits. Also rural markets have acquired significance, as the overall growth of economy has resulted into substantial increase in the purchasing power of the rural communities. A survey by India's premier economic research entity, National Council for Applied Economic Research (NCAER) indicates that rise in rural incomes is keeping pace with the rise in urban incomes.
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This document provides an overview of rural marketing strategies used in India. It discusses the history and evolution of rural markets in India from the 1940s to present day. Key points include:
- Rural markets were traditionally non-existent but grew with government development programs from the 1940s-1990s. Companies like HLL entered rural markets in this period.
- Today, around 70% of India's population lives in rural areas, totaling over 700 million people. Companies are launching new products and adapting marketing strategies to target changing rural lifestyles.
- The document discusses features of rural Indian markets like large size but scattered population, agricultural income dependence, and infrastructure challenges for companies. It also profiles characteristics of rural consumers.
Vietnam Consumer trends 2020
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1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
FMCG Introduction
This document provides an overview of the fast moving consumer goods (FMCG) sector in India. It discusses that the FMCG sector deals with household, personal care, food and beverage goods and is the 4th largest sector in India, growing at 11% annually. The key sections cover Indian FMCG market size and growth, market segmentation by type and sales channels, opportunities around the rural market and premium products, and challenges around counterfeiting and supply chain infrastructure. Major players in the Indian FMCG space are also listed based on their annual turnover.
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.
Rural marketing strategies of dabur amla hair oil
Dabur India Ltd is one of India's largest FMCG companies known for its Ayurvedic and natural healthcare products. It markets brands like Dabur, Vatika, Anmol, and Hajmola. Rural markets account for 55% of sales of Dabur Amla hair oil, its largest hair care product. To target these rural customers, Dabur uses promotional strategies like TV, radio, and newspaper ads as well as on-ground events. It conducts beauty contests and empowers women through hair education. Dabur has expanded its retail reach to 25 lakh outlets to better serve rural consumers across India.
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This document discusses strategies for revitalizing brands that have lost their market dominance over time due to shifts in consumer tastes, technology, and competition. It provides examples of brands in India like Dalda, Ambassador, and Bajaj Chetak that were once market leaders but declined as their brand associations became outdated. The document outlines various approaches a brand can take to revitalize itself, such as increasing usage occasions, entering new markets, changing its image, enhancing its value proposition, and adjusting its positioning. It also discusses when brand elimination may be a necessary strategy if revitalization efforts do not work.
Rural Marketing Channel - Consumer Durable
Nearly 12 million additional rural households in Uttar Pradesh and 4 million more in rural Bihar would have owned electric fans by 2009-10 if there was better access to electricity.
The document describes 5 layers of distribution channels for consumer durable products to move from company depots to interior village markets. It also shows distribution models and strategies for FMCG products, durable goods companies, and others to effectively reach rural areas through layers of distributors, sub-distributors, wholesalers, and retailers down to the village level.
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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".
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Xiaomi Inc. is a Chinese electronics company headquartered in Beijing that designs, develops, and sells smartphones, apps, laptops, and other consumer electronics. Founded in 2010, Xiaomi released its first smartphone in 2011 and quickly became the largest smartphone company in China by 2014. As of 2017, Xiaomi is the fifth largest global smartphone company and has expanded into other connected devices and appliances for the smart home.
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I am glad to share my views on Rural Marketing and it’s opportunities and challenges.
- Ravi Guntaka
Competition in Rural Markets-Fake or Real?
Daily Milk, Lifebody soap and Fair & Lonely. These are popular brands in the hinterlands of Bangladesh . Don’t they sound familiar to daily brands Dairy Milk, Life Buoy & Fair & Lovely? Well, they not only sound but also look similar to the original brands. These brands are created by manufacturers producing cheap versions of the original brands.
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.
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The document discusses various approaches to rural marketing in India. It first describes the trickle down approach where companies focus on urban areas and assume rural sales will follow. It also discusses the undifferentiated approach where companies use similar strategies for rural and urban with minor modifications. However, the differentiated and bottom-of-the-pyramid approaches recognize the unique needs of rural consumers. The differentiated approach designs separate rural programs with market research, while bottom-of-the-pyramid aims to develop rural people as entrepreneurs through partnerships. The MARK framework is also described which emphasizes making products affordable, acceptable, available and raising knowledge in rural areas.
Lifebuoy -rural marketing
1. Lifebuoy soap was initially launched in 1895 targeting labor class men. It became the largest selling soap in India by 1940 through campaigns promoting hand washing.
2. In the 1990s, Nirma launched a lower priced soap, capturing market share. Others also began targeting the value segment, reducing Lifebuoy's market share.
3. In 2002, Lifebuoy was relaunched as a mild soap for families. HLL also focused on rural marketing through education programs about hygiene since most sales were in rural areas.
ITC Rural Marketing
ITC is a diversified conglomerate with businesses in FMCG, hotels, paper, packaging, agri, and IT. It has established several popular brands across categories. Some key brands include Aashirvaad, Sunfeast, YiPPee!, Bingo!, Fiama Di Wills, Vivel, and ITC Hotels. ITC employs various rural marketing strategies like developing rural-specific products, localized distribution, and initiatives like e-Choupal which links farmers to market prices via computers in villages. E-Choupal tackles issues in Indian agriculture by empowering farmers with information. It has impacted over 4 million farmers across 10 states.
Agri & food retailing
Retailing encompasses the business activities involved in selling goods and services to consumers. Retailers play an important role in the distribution channel by sorting products from manufacturers and wholesalers for final sale to consumers. Effective retail strategy considers factors like store location, product variety, pricing, advertising, and displays to achieve business objectives and attract customers. The retail industry in India has evolved from traditional formats like markets and shops to established formats like department stores and emerging formats such as malls and online retail.
Modern trade vision 2020 for India
The modern trade sector in India has grown rapidly from $10 billion in 2005 to $70 billion in 2015. Key disruptors driving this growth include price wars between retailers, exclusive product offerings, and increased convenience through mobile technologies. While high costs and competition pose challenges, enablers like multi-channel offerings, digital innovations, and personalized customer experiences will help drive continued growth. Rapid income growth, urbanization, nuclearization, and changing attitudes all contribute to the certainty that modern trade will continue growing quickly in the future.
Parle g rural marketing strategy
Biscuits manufactured by Parle Products in India.
1939 started manufacturing biscuits.
Tag line : The Tasty Healthy Food
Earlier G for Glucose
Now G for Genius
Marketing strategy for Rural India
Pricing at lower rate
Maintains 4 rupee packs for a longer period of time
Even it is available at rupee 1,2,4, 25 &more
Reaching remote villages
Concentrated heavily on rural marketing to have high growth rate.
Rural market penetration is 50 – 65%
High distribution network
Known as biscuit ka puda (large packet )
Sponsors of Shakthiman ---- gave them a great success
Associates with various governmental initiatives like
Primary Education Scheme
National Rural Health Mission Center
Mid day meal being served in primary schools
Products are made available in different sizes
It is mainly promoted through TV ads and cinema
Even went for print ads
Easily available biscuits
so these are the marketing strategy of parle g for rural Inda
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Similar to MARKETING COMMUNICATION FOR RURAL MARKETS IN INDIA
Rural communication
Rural markets make up a large portion of India's population. Effective communication strategies are needed to reach rural consumers who have different behaviors and access to media than urban consumers. Hindustan Lever Limited launched an educational campaign using Lifebuoy soap to promote handwashing and hygiene in rural India. The campaign utilized various media and engaged local communities to successfully change handwashing behaviors and increase sales.
Rural marketing potential in india
742 million Indians constituting 138 million households reside in 6, 38,365 villages (Census, 2001). the size of rural market itself speaks of its potential.The current marketing environment and economic scenario have brought the corporate under contemporary roofs of modern India, which is challenging the current standards of segmenting, targeting and reaching the customers. Realistically, India as a nation has come a long way from the place where only urban population which constitutes 20 per cent of customer base for companies are responsible for 80 per cent of their profits. Also rural markets have acquired significance, as the overall growth of economy has resulted into substantial increase in the purchasing power of the rural communities. A survey by India's premier economic research entity, National Council for Applied Economic Research (NCAER) indicates that rise in rural incomes is keeping pace with the rise in urban incomes.
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This document provides an overview of rural marketing in India. It discusses the evolution of rural marketing from primarily agricultural marketing to a broader market encompassing consumer goods and services. Key characteristics of rural markets include a large population, low literacy rates, traditional outlooks, and inadequate infrastructure. The rural consumer base is diverse with varying economic statuses. While rural markets face challenges such as understanding consumer needs and low incomes, they also provide great potential given the size of the population and rising prosperity in recent decades.
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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.
Rural Marketing
Rural marketing in India presents unique opportunities and challenges. Some key facts:
- Rural India accounts for over 70% of India's population and generates over half of national income.
- The rural consumer is highly heterogeneous across regions, occupations, literacy levels, and lifestyles. There is no typical rural consumer.
- The rural market size is large and growing steadily, with many non-food products now common in rural areas. For some products, rural consumption exceeds urban.
- When marketing in rural India, companies must address the 4 As - availability, affordability, acceptability, and awareness to succeed. Examples include low-cost packaging, localized products/messaging, and innovative distribution networks.
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This document provides an overview of rural and agricultural marketing modules and references. It discusses 7 modules covering rural marketing and agricultural marketing with a total of 7 modules and 40 sessions of 60 minutes each. It also lists 2 references on rural marketing. The document then provides details on the rural market in India including population statistics, number of villages, literacy rates, occupation breakdown and more. It discusses the promising potential of rural India as a market and various companies that have entered rural India. It also outlines taxonomy of rural markets and provides several case studies on rural marketing initiatives.
RURAL MARKETING
This document discusses rural communications in India. It notes that while mass media like television and radio have some reach in rural areas, conventional advertising media have poor reach due to lack of infrastructure and literacy. Effective rural communication requires understanding rural audiences and their aspirations, fears, and product perceptions. The document outlines some challenges to rural communication like illiteracy, poor infrastructure, linguistic diversity. It discusses media strategies used in rural India like films, puppet shows, demonstrations at village fairs. Overall the document provides an overview of trends in rural communications in India and the prospects and problems in this area.
Rural Marketing
Rural markets represent a significant opportunity for growth as over 70% of India's population lives in rural areas. However, rural marketing presents challenges including underdeveloped infrastructure, low incomes, and cultural differences. Successful rural marketing strategies adapt products and promotions to rural needs through affordability, availability, awareness and acceptability. Companies implement various initiatives such as customized products and targeted campaigns to effectively tap into India's vast rural consumer base.
Rural marketing
Rural marketing in India has evolved over several phases from agricultural marketing to marketing of inputs and now all products and services. It faces many challenges including low literacy, income and infrastructure in rural areas. However, the rural market also has great potential due to its large population and rising prosperity. Successful rural marketing requires understanding rural consumers, improving infrastructure, and employing appropriate media and promotion strategies tailored to rural needs and culture.
Ajay Ydav
This document provides an overview of rural development in India. It discusses the evolution of rural development through different phases, from agricultural marketing pre-1960s to a more comprehensive rural development approach today. Key characteristics of rural markets in India are described, such as large population size, agricultural occupations, low literacy and infrastructure. The strategies, programs, and infrastructure used to promote rural development are also summarized, covering areas like agriculture, health, education, banking, and marketing channels. Overall, the document outlines the major concepts, approaches, and current status of rural development initiatives in India.
A project report on rural marketing
This document discusses marketing strategies for rural markets in India. It begins by noting how rural consumers have become more demanding and how a one-size-fits-all urban marketing strategy will not work for rural consumers, who have different priorities. It then provides background on the size and growth of rural markets in India, noting their immense potential given the large rural population and growing incomes. The document emphasizes that properly understanding rural consumers' communication preferences and developing appropriate products and messaging is key to success in rural marketing.
Rural Marketing
A Presentation on Rural marketing describing what is rural marketing?, Nature & benefits, Problems & difficulties,Strategies,Success stories, Examples
Role of mass media in agricultural development
Mass media incorporates all mediums through which information is distributed to the masses. It is categorized into 7 branches introduced over time - print, recorded music, films, radio, television, newspapers, and the internet and mobile. Mass media aims to attract the largest possible audience. It functions to inform, build consensus, entertain, advertise, and promote development. While it can reach many people quickly and at low cost, it also has disadvantages like being difficult to make local or lacking feedback. Mass media plays a vital role in agriculture by communicating information to farmers. It includes newspapers, magazines, television programs, films, and now increasingly the internet and mobile phones.
Rural marketing ppt
This is a presentation on rural marketing covering all the relevant areas like its characteristics, potential, challenges and strategies.
Rural marketing module 1
Rural marketing involves developing, pricing, promoting, and distributing rural-specific products and services to facilitate exchanges between rural and urban markets. This satisfies consumer demand while achieving organizational objectives. Rural areas are important markets as they are home to over 70% of India's population, and agriculture remains the backbone of rural India's economy, though its GDP contribution is declining. Various government plans and initiatives have helped develop rural areas through improvements in infrastructure, agriculture, income, employment, education, health, and credit/insurance access over the past decades. However, challenges remain such as low incomes, poor infrastructure, seasonality, and ineffective distribution channels.
[Rural marketing]
The document discusses rural marketing in India. It defines rural as areas with populations under 5,000 and where 75% of males work in agriculture. Rural marketing involves all aspects of bringing a farm commodity to market. Key features of rural markets include their large, scattered size; diverse socioeconomics; agriculture-based income; and traditional outlook. The document outlines strategies for rural marketing, including addressing availability, affordability, acceptability, and awareness. It also discusses the rural consumer profile and strategies to motivate rural consumers.
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- 2. Rural marketing definition “Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives”.
- 3. Statistics of rural India • Contributes to 70% of Indian population. • 56% of income comes from rural India. • 64% of the expenditure is from rural India. • 33% of savings is from rural India. • Nearly 50% of India’s GDP comes from rural India. • 12% of the world’s population lives in rural India • Rural India grows at 17+% every year. • There are ~1.7 million households who already own a TV, Computer / Laptop, Telephone / Mobile Phone and Scooter/Car and in fact the monthly per capita expenditure is growing at a faster rate than Urban. (source: ETretail.com)
- 4. Marketing communications in rural market media mix Formal/ organised media • TV • RADIO • CINEMA • PRINT MEDIA – PRESS • OUTDOOR • POP’S NON – FORMAL MEDIA • AUDIO – VISUAL/ PUBLCITY VANS • RURAL SPECIFIC ART FORMS LIKE PUPPET SHOWS AND HARIKATHAS • DEMONSTRATIONS • MEETINGS, ANNOUNCEMENTS, PROCESSIONS • MUSIC RECORDS
- 5. • WORD OF MOUTH • OPINION LEADERS • IT SECTOR