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Rural marketing
This document discusses rural marketing in India. It defines rural marketing as developing, pricing, promoting, and distributing rural-specific products and services to satisfy consumer needs in rural areas while achieving business objectives. It notes that over 70% of Indians live in rural areas, making the rural market very large. It provides examples of companies that have tailored products and services for rural consumers, such as affordable soaps, refrigerators, and mobile apps that provide farming information.
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Rural marketing
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- 2. MEANING Rural marketing involvesthe process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organisational objectives.
- 3. DEFINTION Rural marketing isa 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 organisational objectives.
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- 8. WHERE DOES INDIALIVE ? Large Cities Small Towns Villages 25%$ 50%$ 12%$ 18%$ 70%$ 1)Million+$ <1)Million$ <10,000$ GDP share Population 48$ Large)cities$ 7,834$ Towns$ 6,38,000$ Villages$ 25%$
- 9. Rural India buys: • Soft Drinks approx 45% of all soft drinks • Almost 50% motor cycles • Approx 55% of cigarettes • Half the total market for A. TV B. Fans C. Pressure cooker D. Bicycles E. Washing soap F. Tea G. Blades H. Salt I. Toothpowder
- 10. SIZE OF INDIANRURAL MARKET 65000 45000 8000 5000 0 10000 20000 30000 40000 50000 60000 70000 FMCG Agri-Inputs 2/4 Wheelers Durables Market size is 1,23,000 crores
- 11. HPCL RASOI GHAR •TheRasoi Ghar is a community kitchen shared by several households of one village •Centrally located in a target cluster of a selected village •Each Rasoi Ghar is equipped with an adequate water supply, a cooking slab, basic cooking utensils and a minimum of 2 stoves connected to replaceable LPG cylinders
- 12. ICRISAT GREEN PHABLET ICRISAThas recently launched "Green PHABLET powered by the Green SIM” with NUNC a Hyderabad-based company This will help farmers purchase inputs at lower price, get a better price for their produce, and link them to markets, thus putting them on the path to prosperity
- 13. E-INNOVATION FOR A CLEANERFUTURE Ampere Vehicle Pvt. Ltd., has launched ‘E-Vehicle’ a light electric vehicle company based in south India T h e r a n g e o f p r o d u c t s comprises of bicycle to scooter which can be used on an average of 60 kms when the battery is charged for 6-8 hours
- 14. FMCG Companies: Coca-Cola: 200mlfor 5 ₹ Gillette: Gillette Guard was launched to provide high-quality shave at an affordable price
- 15. COMMON SERVICE CENTRE Flipkartwith Common Service Centre's (CSCs) offer rural artisans the opportunity to build and establish their brand nationally, access to financial, marketing and supply chain support and at the same time will generate employment and enhance rural economy Flipkart, Snapdeal plans to tap 50 lakh low-income households in villages across the country
- 16. ITC’S E-CHOUPAL It offersthe farmers all the information, products and services they need to enhance farm productivity, improve farm, gate price realization and cut transaction costs Farmers can access latest local and global information on weather, scientific farming practices as well as market prices at the village itself through this web portal - all in Hindi It also facilitates supply of high quality farm inputs as well as purchase of commodities at their doorstep
- 17. ORGANISED RURAL RETAILING . ITC’sChoupal Sagar: It offer multiple services under one roof .TATA Kisan Sansar: The centres offer farmer a host of products and services ranging from agri-inputs, financing to advisory services
- 18. ORGANISED RURAL RETAILING .Godrej’s Aadhaar Thecentres retails agri-inputs, animal feeds along with FMCGs and services .3A BAZZAR: It is mobile retailing initiative launched for rural areas Every day, the van stuffed with 1300 items ranging from FMCGs, cosmetics, garments and stationery covers three to five villages
- 19. 1. Google’s Bus: Theinternet bus launched by Google to educate the offline population in India about the benefit of the internet 2. TATA Shakti: Haat Hungama Campaign: Interactive brand games in the form of a set flash cards created an edutainment platform for the audience It result in 37% increase in sales
- 20. TATA MOTORS: PROJECTNEEV TML launched Project Neev (literally means ‘foundation’ in Sanskrit), with an eye on gaining a first-mover advantage in rural markets This projects aims to tap the rural segment by selling small commercial vehicles & creation of rural entrepreneurship opportunities through vehicle ownership Impact: The rural business has seen addition of over 20 percent to TML’s SCV vehicle sales
- 21. CHOTUKOOL REFRIGERATOR- GODREJ • Poweredby battery, a perfect refrigerator for rural population. Does not require regular electricity supply unlike the conventional models.
- 22. LOW COST ATM-VORTEX •Low-cost AutomatedTeller Machines (ATM) which provide banking solutions to people in rural/ semi-urban areas.The machine consumes very less power, and has an elegant, rugged and reliable Cash Dispense Module.
- 23. SWACH -TATA CHEMICALS •Swach range of water purifiers promise pure drinking water to the rural people at a very low cost of INR 999. It does not require running water or electricity to provide harmless, bacteria-free drinking water.
- 24. KHUSHIYON KI DOLI-HUL •The multi-brand rural engagement module- Khushiyon ki Doli- initiated by HUL, provides various personal care and home care brands such as Wheel, Surf Excel, Fair & Lovely, Sunsilk,Vim, Lifebuoy and Close Up.
- 25. NOKIA LIFETOOLS • Themobile application, launched in June 2009, empowers people to have access to agricultural, educational and entertainment content
- 26. • GlaxoSmithKline's Asha,which is 40 per cent cheaper than the regular variant of Horlicks, is the first product from the UK-based MNC designed for rural consumers. ASHA- MILK FOOD DRINK
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