The document discusses ITC's rural marketing strategy in India. ITC entered rural marketing to address problems faced by farmers like lack of price discovery, quality information and bargaining power due to fragmented markets and middlemen [paragraph 1]. ITC launched its e-Choupal initiative to provide farmers real-time local price information, payment options and farming best practices through local sanchalaks using internet kiosks [paragraph 2]. The e-Choupal initiative helped farmers get better prices, crop insurance, and increased productivity while giving ITC access to a large rural market at lower costs through an online supply chain [paragraph 3]. ITC's 4A rural marketing strategy focused on availability, affordability, acceptability and awareness
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
This document discusses Hector Beverages Pvt Ltd, the company that launched Paperboat beverages in 2013. It summarizes that Paperboat offers traditional Indian drinks and sources ingredients locally. It has two manufacturing facilities and plans to produce a new drink using fermented purple carrots. The document also outlines Paperboat's product lines, marketing strategy, pricing, segmentation, targeting, positioning, retailer insights, flavor sales, SWOT analysis, beverage industry forecasts, and the company's financial projections.
- Paper Boat is an Indian beverage brand that was launched to target urban Indian customers aged above 20, particularly those living away from their native homes.
- It differentiates itself by offering 11 unique flavors made from natural spices and ingredients, including flavors not provided by competitors.
- Paper Boat uses storytelling and emotional branding focused on nostalgia and simplicity to build awareness and connect with its target audience.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
Hector Beverages’ Paper Boat: Diffusing Innovation Through “Drinks And Memori...etcases
Case View with Ashwini Deshpande, the Co-Founder of Elephant, India's largest independent integrated design consultancy. The Economic Times - Brand Equity has ranked Elephant as No. 1 among all the Design Agencies in India. In this Case View, she highlights about great design and challenges in Design especially as women entrepreneur.
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.
The document provides an overview of the Indian food and beverage industry. Some key points:
- The Indian food processing industry is valued at $65.6 billion including $20.6 billion in value-added products.
- The health beverage industry is valued at $230 million.
- The Indian beverage industry faces oversupply in segments like coffee and tea.
- The total soft drink market is estimated at 284 million crates per year or $1 billion.
- The mineral water market is a 65 million crates ($50 million) industry.
Paper boat 2019 market analysis (factor analysis))Ramanjeet Singh
Paper Boat is a brand of traditional Indian beverages produced by Hector Beverages. It focuses on natural ingredients and flavors from local fruits. The survey found that while taste was rated positively, many felt it was not good value for money due to the price. Most respondents were familiar with the brand and willing to recommend it, but awareness could still be improved. The product is seen as reliable but some thought it was overpriced. Offering discounts and improved promotion could help increase repeat purchases.
This document discusses Hector Beverages Pvt Ltd, the company that launched Paperboat beverages in 2013. It summarizes that Paperboat offers traditional Indian drinks and sources ingredients locally. It has two manufacturing facilities and plans to produce a new drink using fermented purple carrots. The document also outlines Paperboat's product lines, marketing strategy, pricing, segmentation, targeting, positioning, retailer insights, flavor sales, SWOT analysis, beverage industry forecasts, and the company's financial projections.
- Paper Boat is an Indian beverage brand that was launched to target urban Indian customers aged above 20, particularly those living away from their native homes.
- It differentiates itself by offering 11 unique flavors made from natural spices and ingredients, including flavors not provided by competitors.
- Paper Boat uses storytelling and emotional branding focused on nostalgia and simplicity to build awareness and connect with its target audience.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
Hector Beverages’ Paper Boat: Diffusing Innovation Through “Drinks And Memori...etcases
Case View with Ashwini Deshpande, the Co-Founder of Elephant, India's largest independent integrated design consultancy. The Economic Times - Brand Equity has ranked Elephant as No. 1 among all the Design Agencies in India. In this Case View, she highlights about great design and challenges in Design especially as women entrepreneur.
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.
The document provides an overview of the Indian food and beverage industry. Some key points:
- The Indian food processing industry is valued at $65.6 billion including $20.6 billion in value-added products.
- The health beverage industry is valued at $230 million.
- The Indian beverage industry faces oversupply in segments like coffee and tea.
- The total soft drink market is estimated at 284 million crates per year or $1 billion.
- The mineral water market is a 65 million crates ($50 million) industry.
Proposal and presentation design by asandwhen for deoleo rural marketing acti...asandwhen
Selling products of an established brand may not be a herculean task. But I found four tough elements connected with execution of this campaign at Gujarat:
1. Decline in sale of premium edible oil
2. Rural
3. Cuisine
4. Unavailability of premium products in sachets or in any other miniature form - Shampoo and cosmetic market in Rural India is still relying on this.
What works in semi-urban area is either fear or benefit. And for rural population we should add faith as well. The presentation herewith explains the ways we have explored to present the product as a compulsion.
*Please ignore any non-compliance of format
rules and typos in the document as we take more pleasure in defining the undefined!
The document provides information about ITC Foods and their Bingo snacks brand. Some key points:
- ITC Foods launched Bingo potato chips in 2007 to capture market share in India's Rs. 2000 crore branded snack market.
- Bingo offers innovative flavors like pakoda-inspired and khakra-inspired snacks. It holds a 16% market share.
- The document discusses Bingo's product portfolio, positioning, competitors, branding, packaging, advertising, distribution and market share. It also provides a customer survey analysis and recommendations to increase Bingo's market share.
Market mapping of packaged water & juice in indiarajeev681986
This document provides an overview of the packaged water and packaged fruit juice industries in India. It discusses the growth trends, major players, market share and segmentation in each industry. The packaged water industry is growing at 15-25% annually and is dominated by national brands like Bisleri and Kinley. The fruit juice industry is growing even faster at 30% annually, and Dabur holds the largest market share at 50%. Both industries have opportunities for growth through functional variants, differentiated packaging and expanding availability in rural areas.
Advertising & Sales Promotional Strategies In Rural Marketrobinslides
Dabur uses a training program called Astra to educate its rural shopkeepers on effective sales and distribution techniques through role-plays performed by actors. The program is conducted in local languages to reach 75% of Dabur's customer base in rural areas. Other companies like Brooke Bond Lipton and HLL have also implemented rural marketing strategies like magic shows, product demonstrations by NGOs, and distributing product samples. Philips conducted rural shows in Tamil Nadu to promote its electronic products to dealers and opinion leaders. Marico saw a 25% increase in pouch sales of Parachute coconut oil after conducting women-focused van campaigns in rural Tamil Nadu. ACC Cement used local press and meetings with mason
Parle Agro manufactures various snacks, beverages, and packaged water. They are selecting banana chips as their product for expansion in the snacks category. Their green banana chips will be offered in spicy and tomato flavors to suit different regional tastes. They will market the chips as a healthy breakfast option with nutritional benefits. Parle Agro will utilize their existing distribution network to sell the chips through retail stores nationwide. Younger consumers will be targeted through cartoon character endorsements and by highlighting the chips as a hunger-satisfying snack.
Marketing Strategy in the Indian Potato chips marketPoulamiKarjee
This document provides an overview of the Indian potato chips market. It discusses key details about the fast moving consumer goods sector in India and how the potato chips market falls under this. It then analyzes the potato chips market segment using Porter's 5 Forces model. It identifies Lays, owned by PepsiCo, as the market leader with 40% share. ITC's Bingo is identified as the main market challenger with 16% share. Pringles is identified as a market nicher targeting health conscious consumers. The document then provides further details on the strategies and positioning of Lays and Bingo as the top two brands in the market.
The document discusses rural marketing strategies for cosmetics brands in India. It provides an overview of Godrej Consumer Products Ltd's (GCPL) rural marketing approach for its flagship soap brand Godrej No. 1. GCPL focuses on availability, affordability, acceptability and awareness. It uses distribution through local stockists and promotions at local events. The brand is priced accessibly and is targeted towards rural consumers.
The document summarizes a marketing campaign plan for VOSS water in Australia. Currently, VOSS relies heavily on social media marketing with little traditional advertising. The campaign aims to address this by implementing traditional advertising strategies to supplement existing online efforts and increase sales by 5%. The target audience is women aged 18-45 interested in health and social image. Strategies will include magazine ads, billboards, sponsoring events, and point-of-purchase displays to increase brand recall and position VOSS as a luxury brand that provides social status. The budget for the integrated campaign is $1,192,703.
DaktarBurman Real Juice is India's number 1 fruit juice brand with Rs 500 crore in annual sales. It was voted the most trusted fruit juice brand for four years and received the Reader's Digest Trusted Brand Gold Award in 2009. When launched in 1996, Real Juice conveyed that its products were made from natural fruits with no preservatives and tasted like fresh fruit. Some hurdles included selling the concept of packaged juice in India and competing against other brands. Real Juice addresses consumer preferences for taste through 14 flavors and targets kids by offering convenient packaging designed for lunch boxes. It has expanded its distribution through retail networks and food service placements.
Vita Coco aims to increase sales 25% by targeting health-conscious young adults in NYC and LA. The campaign will highlight the fun and effortless healthy lifestyle associated with Brazil to position Vita Coco differently from self-righteous water and sports drinks. Tactics include a talking coconut head at retail, coconut scavenger hunts offering prizes, social media with a Brazilian viewpoint, and sampling near colleges, gyms and events. The goal is to present health and wellness as enjoyable rather than serious.
This document provides an overview of social media case studies from 2020. It discusses several successful social media campaigns in India, including the #MeToo movement, Swiggy's Voice of Hunger campaign, and political campaigns like Chowkidar. It also outlines key points about boosting social media presence, including being more active, investing in ads, and having a social media strategy. The document recommends collaborating with customers, users, and management to develop effective social media solutions and provides a proposed timeline to roll out a social media strategy over three stages.
The document discusses strategies for marketing products in rural areas of India. It addresses challenges in ensuring availability, affordability, acceptability, and awareness of products in rural markets. It emphasizes the need for strong distribution networks to reach remote villages and introducing small, affordable product packages. The document also discusses adapting products to suit rural needs, classifying products appropriately, managing product lifecycles, and using effective packaging and branding strategies to build loyalty in the rural market.
Principles of Marketing- Project ProductKanika Saxena
I, student of BMM Rizvi College. i have made a project on product - parle bisleri. It includes the original company information and information about a whole new brand for the same product - bottled mineral water.
Kissan was introduced in India in 1935 and was acquired by HUL in 1993. It has since become the leading brand in jams and ketchup in India. Kissan offers various products like jams, ketchup, squashes and juices. It has a strong brand recognition due to its early start and association with Kissan jams. HUL focuses on advertising of Kissan jams which helps other Kissan products. Kissan faces competition from other brands like Maggi and Heinz but maintains the leading market share through variety of flavors, quality ingredients and distribution network.
This document provides an analysis of rural marketing opportunities in the village of Pen, Maharashtra, India. It identifies the local market and consumers, analyzes products and competitors, and segments the consumer base. Promotional strategies are proposed, including aligning with local stores, mobile campaigns, and leveraging community events. Rural villages in Karnataka like Neermarga and Konaje are identified as prospective marketing locations based on population statistics and work profiles. Learnings around return on investment, branding, and packaging preferences are discussed. Suggestions include darkening labels, hardening bottles, exploring a new brand name, and promoting in railway locations.
1. The 10-step marketing plan summarizes Vita Coco's strategy to enter the Philippine coconut water market.
2. It identifies Vita Coco's target market as active individuals and professionals aged 15-34 who seek a healthy lifestyle.
3. It analyzes Vita Coco's competition in the coconut water category and positions the brand as having superior packaging, taste, and health benefits compared to alternatives like Lipa and Fruitas.
4. The plan estimates the potential market size for coconut water in the Philippines to be $37.5 million based on Vita Coco's $15 million investment and 40% annual growth rate for the category.
ITC launched its e-Choupal initiative to help farmers in rural India overcome issues around lack of access to market information and being taken advantage of by middlemen. The initiative involves setting up internet kiosks in villages operated by local farmers. This allows farmers to get real-time information on markets, weather and best farming practices. It also allows them to directly sell their products to ITC at a fair price without middlemen taking a cut. The initiative has been successful and expanded to many states by building farmers' trust and treating them and local partners with respect. It focuses on making products available, affordable and increasing farmers' awareness through the kiosks.
FMCG companies are increasingly targeting rural Indian markets, which represent 70% of the population. To succeed, companies are innovating their marketing strategies, introducing new affordable products, and demonstrating product uses to rural consumers. They are also improving distribution networks and reducing costs through techniques like supply chain management and product diversification. With the right strategies, rural India represents a significant growth opportunity for FMCG sales and profits.
FMCG companies are increasingly targeting rural Indian markets, which represent 70% of the population. To succeed, companies must tailor innovative marketing strategies to rural consumers' unique needs and purchasing behaviors. Nirma used low-cost products like soap and detergent to attract price-conscious rural customers. HLL promoted Clinic Plus shampoo through demonstrations to educate rural communities. Coca-Cola and Pepsi used small packaging and extensive distribution networks to reach rural customers. Overall, companies that reduce costs through new technologies and product diversification while developing culturally appropriate marketing have found success in rural India.
Rural markets in India are becoming increasingly important as more companies recognize their large potential. Rural consumers now have greater exposure to brands and products through television and are more literate about their options. Several FMCG companies have found success targeting rural consumers through strategies like smaller, affordable packaging and tying up with banks and self-help groups to improve distribution networks in villages. While income levels are lower in rural areas, the population is large and growing middle and high-income households in rural India are expected to double urban India's size, representing a major opportunity for companies able to effectively reach rural consumers.
Proposal and presentation design by asandwhen for deoleo rural marketing acti...asandwhen
Selling products of an established brand may not be a herculean task. But I found four tough elements connected with execution of this campaign at Gujarat:
1. Decline in sale of premium edible oil
2. Rural
3. Cuisine
4. Unavailability of premium products in sachets or in any other miniature form - Shampoo and cosmetic market in Rural India is still relying on this.
What works in semi-urban area is either fear or benefit. And for rural population we should add faith as well. The presentation herewith explains the ways we have explored to present the product as a compulsion.
*Please ignore any non-compliance of format
rules and typos in the document as we take more pleasure in defining the undefined!
The document provides information about ITC Foods and their Bingo snacks brand. Some key points:
- ITC Foods launched Bingo potato chips in 2007 to capture market share in India's Rs. 2000 crore branded snack market.
- Bingo offers innovative flavors like pakoda-inspired and khakra-inspired snacks. It holds a 16% market share.
- The document discusses Bingo's product portfolio, positioning, competitors, branding, packaging, advertising, distribution and market share. It also provides a customer survey analysis and recommendations to increase Bingo's market share.
Market mapping of packaged water & juice in indiarajeev681986
This document provides an overview of the packaged water and packaged fruit juice industries in India. It discusses the growth trends, major players, market share and segmentation in each industry. The packaged water industry is growing at 15-25% annually and is dominated by national brands like Bisleri and Kinley. The fruit juice industry is growing even faster at 30% annually, and Dabur holds the largest market share at 50%. Both industries have opportunities for growth through functional variants, differentiated packaging and expanding availability in rural areas.
Advertising & Sales Promotional Strategies In Rural Marketrobinslides
Dabur uses a training program called Astra to educate its rural shopkeepers on effective sales and distribution techniques through role-plays performed by actors. The program is conducted in local languages to reach 75% of Dabur's customer base in rural areas. Other companies like Brooke Bond Lipton and HLL have also implemented rural marketing strategies like magic shows, product demonstrations by NGOs, and distributing product samples. Philips conducted rural shows in Tamil Nadu to promote its electronic products to dealers and opinion leaders. Marico saw a 25% increase in pouch sales of Parachute coconut oil after conducting women-focused van campaigns in rural Tamil Nadu. ACC Cement used local press and meetings with mason
Parle Agro manufactures various snacks, beverages, and packaged water. They are selecting banana chips as their product for expansion in the snacks category. Their green banana chips will be offered in spicy and tomato flavors to suit different regional tastes. They will market the chips as a healthy breakfast option with nutritional benefits. Parle Agro will utilize their existing distribution network to sell the chips through retail stores nationwide. Younger consumers will be targeted through cartoon character endorsements and by highlighting the chips as a hunger-satisfying snack.
Marketing Strategy in the Indian Potato chips marketPoulamiKarjee
This document provides an overview of the Indian potato chips market. It discusses key details about the fast moving consumer goods sector in India and how the potato chips market falls under this. It then analyzes the potato chips market segment using Porter's 5 Forces model. It identifies Lays, owned by PepsiCo, as the market leader with 40% share. ITC's Bingo is identified as the main market challenger with 16% share. Pringles is identified as a market nicher targeting health conscious consumers. The document then provides further details on the strategies and positioning of Lays and Bingo as the top two brands in the market.
The document discusses rural marketing strategies for cosmetics brands in India. It provides an overview of Godrej Consumer Products Ltd's (GCPL) rural marketing approach for its flagship soap brand Godrej No. 1. GCPL focuses on availability, affordability, acceptability and awareness. It uses distribution through local stockists and promotions at local events. The brand is priced accessibly and is targeted towards rural consumers.
The document summarizes a marketing campaign plan for VOSS water in Australia. Currently, VOSS relies heavily on social media marketing with little traditional advertising. The campaign aims to address this by implementing traditional advertising strategies to supplement existing online efforts and increase sales by 5%. The target audience is women aged 18-45 interested in health and social image. Strategies will include magazine ads, billboards, sponsoring events, and point-of-purchase displays to increase brand recall and position VOSS as a luxury brand that provides social status. The budget for the integrated campaign is $1,192,703.
DaktarBurman Real Juice is India's number 1 fruit juice brand with Rs 500 crore in annual sales. It was voted the most trusted fruit juice brand for four years and received the Reader's Digest Trusted Brand Gold Award in 2009. When launched in 1996, Real Juice conveyed that its products were made from natural fruits with no preservatives and tasted like fresh fruit. Some hurdles included selling the concept of packaged juice in India and competing against other brands. Real Juice addresses consumer preferences for taste through 14 flavors and targets kids by offering convenient packaging designed for lunch boxes. It has expanded its distribution through retail networks and food service placements.
Vita Coco aims to increase sales 25% by targeting health-conscious young adults in NYC and LA. The campaign will highlight the fun and effortless healthy lifestyle associated with Brazil to position Vita Coco differently from self-righteous water and sports drinks. Tactics include a talking coconut head at retail, coconut scavenger hunts offering prizes, social media with a Brazilian viewpoint, and sampling near colleges, gyms and events. The goal is to present health and wellness as enjoyable rather than serious.
This document provides an overview of social media case studies from 2020. It discusses several successful social media campaigns in India, including the #MeToo movement, Swiggy's Voice of Hunger campaign, and political campaigns like Chowkidar. It also outlines key points about boosting social media presence, including being more active, investing in ads, and having a social media strategy. The document recommends collaborating with customers, users, and management to develop effective social media solutions and provides a proposed timeline to roll out a social media strategy over three stages.
The document discusses strategies for marketing products in rural areas of India. It addresses challenges in ensuring availability, affordability, acceptability, and awareness of products in rural markets. It emphasizes the need for strong distribution networks to reach remote villages and introducing small, affordable product packages. The document also discusses adapting products to suit rural needs, classifying products appropriately, managing product lifecycles, and using effective packaging and branding strategies to build loyalty in the rural market.
Principles of Marketing- Project ProductKanika Saxena
I, student of BMM Rizvi College. i have made a project on product - parle bisleri. It includes the original company information and information about a whole new brand for the same product - bottled mineral water.
Kissan was introduced in India in 1935 and was acquired by HUL in 1993. It has since become the leading brand in jams and ketchup in India. Kissan offers various products like jams, ketchup, squashes and juices. It has a strong brand recognition due to its early start and association with Kissan jams. HUL focuses on advertising of Kissan jams which helps other Kissan products. Kissan faces competition from other brands like Maggi and Heinz but maintains the leading market share through variety of flavors, quality ingredients and distribution network.
This document provides an analysis of rural marketing opportunities in the village of Pen, Maharashtra, India. It identifies the local market and consumers, analyzes products and competitors, and segments the consumer base. Promotional strategies are proposed, including aligning with local stores, mobile campaigns, and leveraging community events. Rural villages in Karnataka like Neermarga and Konaje are identified as prospective marketing locations based on population statistics and work profiles. Learnings around return on investment, branding, and packaging preferences are discussed. Suggestions include darkening labels, hardening bottles, exploring a new brand name, and promoting in railway locations.
1. The 10-step marketing plan summarizes Vita Coco's strategy to enter the Philippine coconut water market.
2. It identifies Vita Coco's target market as active individuals and professionals aged 15-34 who seek a healthy lifestyle.
3. It analyzes Vita Coco's competition in the coconut water category and positions the brand as having superior packaging, taste, and health benefits compared to alternatives like Lipa and Fruitas.
4. The plan estimates the potential market size for coconut water in the Philippines to be $37.5 million based on Vita Coco's $15 million investment and 40% annual growth rate for the category.
ITC launched its e-Choupal initiative to help farmers in rural India overcome issues around lack of access to market information and being taken advantage of by middlemen. The initiative involves setting up internet kiosks in villages operated by local farmers. This allows farmers to get real-time information on markets, weather and best farming practices. It also allows them to directly sell their products to ITC at a fair price without middlemen taking a cut. The initiative has been successful and expanded to many states by building farmers' trust and treating them and local partners with respect. It focuses on making products available, affordable and increasing farmers' awareness through the kiosks.
FMCG companies are increasingly targeting rural Indian markets, which represent 70% of the population. To succeed, companies are innovating their marketing strategies, introducing new affordable products, and demonstrating product uses to rural consumers. They are also improving distribution networks and reducing costs through techniques like supply chain management and product diversification. With the right strategies, rural India represents a significant growth opportunity for FMCG sales and profits.
FMCG companies are increasingly targeting rural Indian markets, which represent 70% of the population. To succeed, companies must tailor innovative marketing strategies to rural consumers' unique needs and purchasing behaviors. Nirma used low-cost products like soap and detergent to attract price-conscious rural customers. HLL promoted Clinic Plus shampoo through demonstrations to educate rural communities. Coca-Cola and Pepsi used small packaging and extensive distribution networks to reach rural customers. Overall, companies that reduce costs through new technologies and product diversification while developing culturally appropriate marketing have found success in rural India.
Rural markets in India are becoming increasingly important as more companies recognize their large potential. Rural consumers now have greater exposure to brands and products through television and are more literate about their options. Several FMCG companies have found success targeting rural consumers through strategies like smaller, affordable packaging and tying up with banks and self-help groups to improve distribution networks in villages. While income levels are lower in rural areas, the population is large and growing middle and high-income households in rural India are expected to double urban India's size, representing a major opportunity for companies able to effectively reach rural consumers.
The document discusses strategies that companies are using to market to rural Indian consumers. Some of the key strategies mentioned include communicating about quality and value to change rural perceptions; using Indian languages in promotions; understanding cultural values; developing rural-specific products; associating with Indian celebrities, sports teams, and culture; and using effective media communication tailored for rural audiences. The overall strategies are aimed at better understanding rural customers and associating the company's brands with Indian values and identities.
Rural branding requires a tailored approach to the unique characteristics of rural Indian markets. Rural consumers prioritize price and value, so branding should leverage local media and events. Direct marketing through road shows, festivals and other local events can promote brands in a cost-effective way. While rural markets face challenges like low incomes and literacy, they also offer great potential for growth given their large size and increasing spending power. Companies must ensure availability, affordability, awareness and acceptability of brands to succeed in rural India.
Case study on Indian Rural Marketing_Ravi Guntaka from P.B.Siddhartha,VijayawadaRavi G
Hi friends this is Ravi. I am pursuing my MBA in P.B.SIDDHARTHA,Vijayawada.I am very interested about rural marketing because it is the place where companies have high opportunities for their growth.so friends i have done a small case study and i prepared this with some of my ideas.please guide me with your valuable suggestions. thanking you...... --Ravi
The document discusses the growing importance of rural markets in India. It notes that over 70% of India's population lives in rural areas, yet they remain an untapped market. Rural incomes are rising due to increased agricultural procurement prices and government programs, growing the rural consumer market. Companies will need targeted marketing strategies to succeed in rural India, focusing on product relevance, affordable prices, widespread distribution networks, and culturally-appropriate communication. Developing a dedicated rural business vertical and leveraging new retail and IT models can help companies better access this sizable rural consumer base.
Rural marketing involves assessing, stimulating, and converting the purchasing power in rural areas. It manages all activities related to moving products and services to rural consumers. While traditionally associated with agriculture, rural marketing also includes non-agricultural pursuits. The urban market is saturated, so the next five years belong to rural marketing. Rural markets are growing faster than urban ones due to factors like population size, rising prosperity, and lifestyle changes. However, reaching rural consumers remains a challenge due to issues like infrastructure, literacy levels, and understanding rural mindsets. Some companies having success in rural marketing include HLL, Coca-Cola, Amul, and ITC.
Rural marketing involves assessing, stimulating, and converting the purchasing power in rural areas. It manages all activities related to moving products and services to rural consumers. While traditionally associated with agriculture, rural marketing also includes non-agricultural pursuits. The urban market is saturated, so the next five years belong to rural marketing. Rural markets are growing faster than urban ones due to factors like population size, rising prosperity, and lifestyle changes. However, reaching rural consumers remains a challenge due to issues like infrastructure, literacy levels, and understanding rural mindsets. Some companies having success in rural marketing include HLL, Coca-Cola, Amul, and ITC.
This presentation on LG's Sampoorna Color TV talks about an innovative consumer product for Rural India, Its marketing strategies and growth story. It explains 4As and 4Ps of Rural Marketing wrt LG Sampoorna
Rural India represents a large potential market segment. Major companies like HUL and ITC have developed initiatives targeting rural consumers, like Project Shakti and E-Choupal, which provide income opportunities and market connectivity to rural areas. These programs have helped boost sales in rural India and close the gap with urban consumption patterns. Reaching rural customers requires investment to build awareness of new product categories and overcome barriers like low incomes and lack of infrastructure.
This document outlines a module on rural marketing presented by Jitendra Patel. It discusses key topics such as the evolution of rural marketing, rural consumer profiles, myths around rural marketing, and challenges. It also examines factors influencing rural buying behavior like socio-cultural, technological, economic, and political factors. Finally, it addresses issues like product availability, affordability, and acceptability in rural markets and strategies that companies have used to address these issues through customized and affordable products, innovative distribution models, and local awareness campaigns.
Paper Presentation on Marketing Innovations in Rural IndiaPS NEEMISH
This document presents a case study on innovative marketing practices observed in rural India. The study analyzed 20 companies operating in rural Kerala and identified their innovative techniques using the Delphi method. Top practices included Parachute oil's small affordable packaging, Oreo biscuits' premium feel at accessible prices, Airtel's rural communication and service centers, and Triveni supermarket's floating stores reaching remote villages. The study concluded innovative strategies around strong distribution, attractive displays, reaching customers directly, tailored package sizes, and affordable products/services were most effective for rural markets.
This document summarizes a study on consumer behavior and brand preferences in rural India for fast-moving consumer goods. It finds that rural incomes are rising and lifestyles changing, creating a large market opportunity for FMCG companies. Many companies have developed innovative rural marketing strategies like ITC's e-Choupal internet kiosks and HLL's Project Shakti. The rural market is diverse and companies must tailor their products, communications and distribution appropriately to different rural segments to succeed. Understanding rural consumer psychology, traditions and decision making is key to effective rural marketing.
1. The document discusses consumer behavior and brand preferences in rural India, specifically regarding fast moving consumer goods (FMCG).
2. Rural incomes are rising and lifestyles changing, creating major opportunities for FMCG companies in rural markets, which now account for around half of India's FMCG consumption.
3. Companies need innovative rural marketing strategies that consider differences between rural and urban consumers and variations within rural regions.
Rural Marketing- Acceptability for a productPriya Soni
Each Company is making their way to Rural India. Most of them have studied the market and Analyzed the things over there and ready to fight at Rural India. There are some of the companies which have already written their success stories in Rural market. Companies like HUL, ITC, LG, Mahindra have given a new format for rural marketing. They have done a great job. So, the marketing is always have the difference in Urban and rural, which makes the companies to think over the Marketing mix.
A series of pre-defined standards related to the performance of an individual product, service or system that enables someone to easily determine the capability to perform its function within an acceptable range.
Rural India represents a large untapped consumer market. Hindustan Lever and ITC have both pioneered innovative rural marketing and distribution models to reach rural consumers. Hindustan Lever's Project Shakti employs rural women as direct sellers of products in their villages, providing them income. ITC's eChoupal model sets up internet kiosks in villages allowing farmers to access market prices and sell crops directly to ITC. Both models have been highly successful in expanding rural markets while also improving incomes and standards of living. Going forward, there is potential for both models and room for other companies to partner and utilize these distribution networks to tap into rural India's growing consumer potential.
1. RURAL MARKETING.
Submitted To: Prof. Shibashish Chakraborty.
Prepared By:
Niraj Agarwal
Section-D
Enrollment No: 08BS0002006
Niraj Agarwal Page 1
2. TABLE OF CONTENTS
Acknowledgement 2
Introduction 4
What makes Rural India attractive? 5
Marketing Strategies for Rural India 6-9
ITC – Rural Marketing Strategy 10-13
Conclusion 14
References 15
Niraj Agarwal Page 2
3. ACKNOWLEDGEMENT
This project could not have been completed without Prof. Shibashish Chakraborty who
not only taught us Marketing Management-II but also encouraged and motivated us to do
challenging projects.
I am grateful towards him for giving us such a knowledge enhancing project. I thank him
for explaining the concepts so nicely that we could apply the same in a practical project easily.
Niraj Agarwal Page 3
4. INTRODUCTION
In recent years, rural markets of India have acquired significance, as the overall growth of the
Indian economy has resulted into substantial increase in the purchasing power of the rural
communities. On account of green revolution, the rural areas are consuming a large quantity of
industrial and urban manufactured products. In this context, a special marketing strategy,
namely, rural marketing has emerged. But often, rural marketing is confused with agricultural
marketing - the latter denotes marketing of produce of the rural areas to the urban consumers or
industrial consumers, whereas rural marketing involves delivering manufactured or processed
inputs or services to rural producers or consumers.
Niraj Agarwal Page 4
5. WHAT MAKES RURAL INDIA ATTRACTIVE?
It is an upcoming market and the following facts substantiate this-
800 million people
Estimated annual size of the rural market
• FMCG Rs 65,000 Crore
• Durables Rs 5,000 Crore
• Agri-inputs (incl. tractors) Rs 45,000 Crore
• 2 / 4 wheeler vehicles Rs 8,000 Crore
In 2001-02, LIC sold 55 % of its policies in rural India.
Of two million BSNL mobile connections, 50% are in small towns/villages.
Of the six lakh villages, 5.22 lakh have a Village Public Telephone (VPT)
41 million Kisan Credit Cards issued (against 22 million credit-plus-debit cards in urban)
with cumulative credit of Rs 977 billion resulting in tremendous liquidity.
42 million rural households are availing banking services in comparison to 27 million
urban households.
Investment in formal savings instruments: 6.6 million households in rural and 6.7 million
in urban India.
Nano-Marketing or sachets worked well in rural India and there is ample scope for the
products to be accepted by consumers if the price is competitive.
Niraj Agarwal Page 5
6. MARKRTING STRATEGIES TO CAPTURE RURAL INDIA
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 of between Quality a customer perceives and a company
wants to communicate. Thus, this positioning of technology is very crucial. The perception
of the Indian about the desired product is changing. Now they know the difference between
the products and the utilities derived out of it. As a rural Indian customer always wanted
value for money with the changed perception, one can notice difference in current market
scenario.
BY PROPER COMMUNICATION IN INDIAN 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. Their main focus is to change the Indian customer outlook about quality.
With their promotion, rural customer started asking for value for money.
BY TARGET CHANGING PERCEPTION
If one go to villages they will see that villagers using Toothpaste, even when they can use
Neem or Babool sticks or Gudakhu, villagers are using soaps like Nima rose, Breeze,
Cinthol etc. even when they can use locally manufactured very low priced soaps. Villagers
are constantly looking forward for new branded products. What can one infer from these
incidents, is the paradigm changing and customer no longer price sensitive? Indian
customer was never price sensitive, but they want value for money. They are ready to pay
premium for the product if the product is offering some extra utility for the premium.
BY UNDERSTANDING CULTURAL AND SOCIAL VALUES
Companies have recognized that social and cultural values have a very strong hold on the
people. Cultural values play major role in deciding what to buy. Moreover, rural people are
emotional and sensitive. Thus, to promote their brands, they are exploiting social and
cultural values.
BY PROVIDING WHAT CUSTOMER WANT
The customers want value for money. They do not see any value in frills associated with
the products. They aim for the basic functionality. However, if the seller provides frills free
of cost they are happy with that. They are happy with such a high technology that can
Niraj Agarwal Page 6
7. fulfill their need. As "Motorola" has launched, seven models of Cellular Phones of high
technology but none took off. On the other hand, "Nokia" has launched a simple product,
which has captured the market.
BY PROMOTING PRODUCTS WITH INDIAN MODELS AND ACTORS
Companies are picking up Indian models, actors for advertisements as this helps them to
show themselves as an Indian company. Diana Hyden and Shahrukh Khan are chosen as a
brand ambassador for MNC quartz clock maker "OMEGA" even though when they have
models like Cindy Crawford.
BY ASSOCIATING THEMSELVES WITH INDIA
MNCs are associating themselves with India by talking about India, by explicitly saying
that they are Indian. M-TVduring Independence Day and Republic daytime make their logo
with Indian tri-color. Nokia has designed a new cellular phone 5110, with the India tri-
colour and a ringing tone of "Sare Jahan se achcha".
BY PROMOTING INDIAN SPORTS TEAM
Companies are promoting Indian sports teams so that they can associate themselves with
India. With this, they influence Indian mindset. LG has launched a campaign "LG ki Dua,
all the best". ITC is promoting Indian cricket team for years; during world cup they have
launched a campaign "Jeeta hai jitega apna Hindustan India India India". Similarly,
Whirlpool has also launched a campaign during world cup.
BY TALKING ABOUT A NORMAL INDIAN
Companies are now talking about normal India. It is a normal tendency of an Indian to try
to associate him/her with the product. If he/she can visualize himself/herself with the
product, he /she become loyal to it. That is why companies like Daewoo based their
advertisements on a normal Indian family.
BY DEVELOPING RURAL-SPECIFIC PRODUCTS
Many companies are developing rural-specific products. Keeping into consideration the
requirements, a firm develops these products. Electrolux is working on a made-for India
fridge designed to serve basic purposes: chill drinking water, keep cooked food fresh, and
to withstand long power cuts.
Niraj Agarwal Page 7
8. BY GIVING INDIAN WORDS FOR BRANDS
Companies use Indian words for brands. Like LG has used India brand name "Sampoorna"
for its newly launched TV. The word is a part of the Bengali, Hindi, Marathi and Tamil
tongue. In the past one year, LG has sold one lakh 20-inch Sampoorna TVs, all in towns
with a population of around 10,000.
BY ACQUIRING INDIAN BRANDS
As Indian brands are operating in India for a long time and they enjoy a good reputation in
India. MNCs have found that it is much easier for them to operate in India if they acquire
an Established Indian Brand. Electrolux has acquired two Indian brands Kelvinator and
Allwyn this has gave them the well-established distribution channel. As well as trust of
people, as people believe these brands. Similarly Coke has acquired Thumps up, Gold Spot,
Citra and Limca so that they can kill these brands, but later on they realized that to survive
in the market and to compete with their competitor they have to rejuvenate these brands.
BY EFFECTIVE MEDIA COMMUNICATION
Media Rural marketing is being used by companies. They can either go for the traditional
media or the modern media. The traditional media include melas, puppetry, folk theatre etc.
while the modern media includes TV, radio, e-chaupal. LIC uses puppets to educate rural
masses about its insurance policies. Govt of India uses puppetry in its campaigns to press
ahead social issues. Brook Bond Lipton India ltd used magicians e_ectively for launch of
Kadak Chap Tea in Etawah district. In between such a show, the lights are switched of and
a torch is flashed in the dark (EVEREADYs tact).
BY ADOPTING LOCALISED WAY OF DISTRIBUTING
Proper distribution channels are recognized by companies. The distribution channel could
be big scale Super markets; they thought that a similar system can be grown in India.
However, they were wrong; soon they realized that to succeed in India they have to reach
the nook and the corner of the country. They have to reach the "local Paan wala, Local
Baniya" only they can succeed. MNC shoe giants, Adidas, Reebok, and Nike started with
exclusive stores but soon they realized that they do not enjoy much Brand Equity in India,
and to capture the market share in India they have to go the local market shoe sellers. They
have to reach to local cities with low priced products.
Niraj Agarwal Page 8
9. BY ASSOCIATING THEMSELVES WITH INDIAN CELEBRITIES
MNCs have realized that in India celebrities enjoyed a great popularity so they now
associate themselves with Indian celebrities. Recently Luxor Writing Instruments Ltd. a JV
of Gillette and Luxor has launched 500 "Gajgamini" range of Parker Sonnet Hussain
special edition fountain pens,priced at Rs. 5000. This pen is signed by Mr. Makbul Fida
Hussain a renowned painter who has created "Gajgamini" range of paintings. Companies
are promoting players like Bhaichung Bhutia, who is promoted by Reebok, so that they can
associate their name with players like him and get popularity.
MELAS
Melas are places where villagers gather once in a while for shopping. Companies take
advantage of such events to market their products. Dabur uses these events to sell products
like JANAM GHUTI(Gripe water). NCAER estimates that around half of items sold in
these melas are FMCG products and consumer durables. Escorts also display its products
like tractors and motorcycles in such melas.
PAINTINGS
A picture is worth thousand words. The message is simple and clean. Rural people like the
sight of bright colours. COKE, PEPSI and TATA traders advertise their products through
paintings.
Niraj Agarwal Page 9
10. ITC (Agri Business Division)
ITC's pre-eminent position as one of India's leading corporates in the agricultural sector is based
on strong and enduring farmer partnerships, that has revolutionized and transformed the rural
agricultural sector. A unique rural digital infrastructure network, coupled with deep
understanding of agricultural practices and intensive research, has built a competitive and
efficient supply chain that creates and delivers immense value across the agricultural value chain.
One of the largest exporters of agri products from the country, ITC sources the finest of Indian
Feed Ingredients, Food Grains, Edible Nuts, Marine Products, Processed Fruits, Coffee & Spices.
ITC’s Agri Business Division, one of India’s largest exporters of agricultural commodities, has
conceived e-Choupal as a more efficient supply chain aimed at delivering value to its customers
around the world on a sustainable basis.
The e-Choupal model has been specifically designed to tackle the challenges posed by the unique
features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the
involvement of numerous intermediaries, among others.
Niraj Agarwal Page 10
11. Why into Rural Marketing?
ITC entered into rural marketing because it understood the problems faced by the farmers and
also realized the vast opportunity it can capitalize using its mammoth reserves and surplus. The
problems faced by farmers can be best explained with –
Thus it clearly explains that farmers basically suffered from 2 D’S
Deep Sea Institutional support
o Information of farming best practices
o Information on weather
o Quality and Information on inputs
Devil – Middle man
o Price Discovery
o Quality and Weightment
o Handling Loss
Niraj Agarwal Page 11
12. The root cause and implications can be sumarised as –
Root Causes Implications
Fragmentation Weak Bargaining Power
Dispersion No access to real time information
Heterogeneity Need for customized knowledge
The e-choupal initiative of ITC helped farmers of rural India in following ways –
“e” helps overcome 2 D’s in following ways –
Price discovery before deciding to sell.
Freedom of choice for transaction.
Payment – cash on spot.
Knowledge on farming best practices.
Information on weather.
High quality products and solutions – usage.
It provided power of scale to farmers.
It led to overall improvement in productivity.
Sanchalaks has built tremendous trust and credibility in villages.
Niraj Agarwal Page 12
13. RURAL MARKETING STRATEGY – 4 A’S
Availability: It emphasizes on the availability of the
goods and services to the end consumers. In the case
of e-choupal the products are available continuously
because sanchalaks maintains continuous inventory
and maintains aggregate demnand.
Affordability: It focuses on product pricing. ITC
buys from farmers directly in the last days closing
price and even pays them for transportation. Goods
are weighted electronically and hence farmers are no
more cheated as they used to be previously. Hence it is a win-win situation both for farmers and
the company.
Acceptability: It focuses on convincing the customer to buy the product. ITC’s e-choupal
initiative is proving the farmers with real time updated information on weather. It is providing
them customized knowledge in the form of farm management and risk management. It is also
providing them lower transaction cost. It is also providing them financial services in the form of
life, general, health and crop insurance.
Awareness: It focuses on making people aware
of the product. It is providing active servicing up
to rural outlets. It is providing them with wide
range of product categories. Moreover it has
made entrepreneurs out of farmers as they are
managing most of the work, it instills in them the
sense of ownership.
This enthusiastic response from farmers has encouraged ITC to plan for the extension of the ‘e-
Choupal’ initiative to altogether 15 states across India over the next few years. On the anvil are
plans to channelise other services related to micro-credit, health and education through the
same 'e-Choupal' infrastructure.
Niraj Agarwal Page 13
14. CONCLUSION
ITC e-Choupal, an innovative strategy which is elaborative and extensive in rural markets so far.
Critical factors in the apparent success of the
venture are ITCs extensive knowledge of
agriculture, the eort ITC has made to retain
many aspects of the existing production
system, including retaining the integral
importance of local partners, the companies
commitment to transparency, and the respect
and fairness with which both farmers and local
partners are treated.
The concepts, which are becoming more important in every market, include color, product
attractiveness visibility, and display quality. In addition, availability (meeting local demand by
increasing production locally), acceptability (building brand equity), and affordability (pricing
higher than local brands, but adapting to local conditions) are the key factors.
Niraj Agarwal Page 14
15. REFERENCES
Kashyap,Pradeep and Raut, Siddhartha. The Rural Marketing Book- Text & Practice,
New Delhi: Biztantra,2005-06,381p
http://www.itcportal.com/sets/echoupal_frameset.htm
http://www.itcportal.com/sets/agriexp_frameset.htm
http://www.echoupal.com/
Niraj Agarwal Page 15