This document appears to be a presentation on rural marketing in India. It contains information on:
- The size of the rural market in India being larger than the urban market for FMCG goods.
- Characteristics of rural consumers including traditional values, over 50% having monthly income less than Rs. 25,000 and 14% over Rs. 50,000.
- Strategies companies use for rural marketing like focusing on availability, affordability, acceptability and awareness (the 4 A's approach).
- Examples of companies distributing products in rural areas through various channels and adapting products for rural consumers.
The document also discusses rural marketing approaches over time from agricultural marketing to current strategies with rising rural incomes
This PPT is an effort by us to give an overview of the CSR initiatives under taken by ITC Ltd. The PPT further highlights 3 unique CSR activities carried out by the company.
Disclosure: The content in the PPT is referred from the Sustainability Report of ITC Ltd.
By Shruthi Cyriac, Vishishta Sam & Naomi Jacob
The paper is an attempt to study the PDS system in Kerala-often referred to as the ‘Kerala Model’ of implementation of the food security programme which subsidizes consumers and procures grain from farmers at prices higher than market prices for grain.
This PPT is an effort by us to give an overview of the CSR initiatives under taken by ITC Ltd. The PPT further highlights 3 unique CSR activities carried out by the company.
Disclosure: The content in the PPT is referred from the Sustainability Report of ITC Ltd.
By Shruthi Cyriac, Vishishta Sam & Naomi Jacob
The paper is an attempt to study the PDS system in Kerala-often referred to as the ‘Kerala Model’ of implementation of the food security programme which subsidizes consumers and procures grain from farmers at prices higher than market prices for grain.
It has reference to the entry of FDI into India in retail trade. It is the presentation to be made/made in the UGC-sposored one Day National Seminar organised by Cauvery Degree College, Gonikoppal on October 1, 2014
Future Of Food Technology - Post COVID-19Umesh Kamble
“Future Of Food Technology - Post COVID-19” Webinar Conducted on Sunday 17 May 2020 Time - 8 am. Organized by Farm to Fork Solutions with Dr. A. R. Sawate, ADP, College Of Food Technology, Parbhani with amazing speakers Dr. Praboth Halde, Umesh Kamble, and Sanjeev Kumar Sharma.
This is a PPT on how India will change the covid-19 pandemic into an opportunity to grow and make the local products go global. It discusses the social and practical implications of the Self Reliant India Project
Market Research Report : Ready to eat market in india 2014Netscribes, Inc.
For the complete report ,visit us at: http://bit.ly/ready-to-eat-2014
Or, get in touch with us at : customerservice@researchonglobalmarkets.com
Abstract:
Netscribes latest market research report titled Ready to Eat Market in India 2014 highlights the rising demand for Ready to Eat products in India due to the increasing levels of income of its vast population and their hectic lifestyles. The Ready to Eat products sector can be categorized into two broad segments, frozen products and shelf stable products that are available in the form of dinner/breakfast items and desserts/snacks. Consumer survey shows that there is a high demand for both the segments. RTE products are easy to use as they require minimum time for cooking such as re-heating to a desired temperature or the addition of water.
The rise in fruit and vegetable prices has helped RTE products to emerge as an easy substitute for consumers as they tend to be comparatively cheaper. The growing retail market is another major reason for the expansion of the RTE market. The growth rate and revenue is expected to be high over the next five years. The market is dominated by a private foreign player. With the expansion of the market, more and more players are venturing into this segment. Given their hectic lifestyles, more and more consumers are opting for RTE food products, thereby offering tremendous growth prospects for the players involved.
Coverage
Overview of the ready to eat sector in India
Overview of ready to eat market in India and historical and forecasted market size data over FY 2013 to FY 2018e
Analysis of the ready to eat value chain and market segmentation
Consumer insights on ready to eat products
Export-import overview of ready to eat products, value and volume of export-import over 2010-11 to 2013-14(Apr-Dec) and country-wise value of export-import for 2013
Qualitative analysis of market drivers, challenges, government policies, government participation and key trends
Analysis of the competitive landscape and detailed profiles of major players
Overview of the strategic recommendation
It has reference to the entry of FDI into India in retail trade. It is the presentation to be made/made in the UGC-sposored one Day National Seminar organised by Cauvery Degree College, Gonikoppal on October 1, 2014
Future Of Food Technology - Post COVID-19Umesh Kamble
“Future Of Food Technology - Post COVID-19” Webinar Conducted on Sunday 17 May 2020 Time - 8 am. Organized by Farm to Fork Solutions with Dr. A. R. Sawate, ADP, College Of Food Technology, Parbhani with amazing speakers Dr. Praboth Halde, Umesh Kamble, and Sanjeev Kumar Sharma.
This is a PPT on how India will change the covid-19 pandemic into an opportunity to grow and make the local products go global. It discusses the social and practical implications of the Self Reliant India Project
Market Research Report : Ready to eat market in india 2014Netscribes, Inc.
For the complete report ,visit us at: http://bit.ly/ready-to-eat-2014
Or, get in touch with us at : customerservice@researchonglobalmarkets.com
Abstract:
Netscribes latest market research report titled Ready to Eat Market in India 2014 highlights the rising demand for Ready to Eat products in India due to the increasing levels of income of its vast population and their hectic lifestyles. The Ready to Eat products sector can be categorized into two broad segments, frozen products and shelf stable products that are available in the form of dinner/breakfast items and desserts/snacks. Consumer survey shows that there is a high demand for both the segments. RTE products are easy to use as they require minimum time for cooking such as re-heating to a desired temperature or the addition of water.
The rise in fruit and vegetable prices has helped RTE products to emerge as an easy substitute for consumers as they tend to be comparatively cheaper. The growing retail market is another major reason for the expansion of the RTE market. The growth rate and revenue is expected to be high over the next five years. The market is dominated by a private foreign player. With the expansion of the market, more and more players are venturing into this segment. Given their hectic lifestyles, more and more consumers are opting for RTE food products, thereby offering tremendous growth prospects for the players involved.
Coverage
Overview of the ready to eat sector in India
Overview of ready to eat market in India and historical and forecasted market size data over FY 2013 to FY 2018e
Analysis of the ready to eat value chain and market segmentation
Consumer insights on ready to eat products
Export-import overview of ready to eat products, value and volume of export-import over 2010-11 to 2013-14(Apr-Dec) and country-wise value of export-import for 2013
Qualitative analysis of market drivers, challenges, government policies, government participation and key trends
Analysis of the competitive landscape and detailed profiles of major players
Overview of the strategic recommendation
Anyone interested in the basics of marketing could access this presentation which talks about the 7Ps, & the product, place, price & promotion at length
This Module describe in detail about Rural Marketing Overview, Rural Share in Stocks of Consumer Demand, Evolution of Rural Marketing, Rural Consumer Profile, Myth of Rural Marketing, Rural Market Attraction, Challenges and Constraint of Rural Marketing, 4 A’s of Rural Marketing, Buying Model for Rural Customer, Factor Affecting Rural Buying Behavior, Socio Cultural Factors, Technological Factors, Economical Factors, Political Factors, Buyer Characteristics such as Age and lifestyle, Occupation, Economic situation, Personality and Self Concept, Psychological factors, Degree of Buyer Involvement and Duplicate and look alike Product in rural marketing.
“Retailing includes all activities involved in selling goods or services directly to final consumers for personal , non business use.” - Philip Kotler
70% population lives in villages
About 6 lakh villages are in India
Rural retail are growing @7%
A real source of energy
Hub of raw materials
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
4. 10/4/2013 M3 GROUP 7 4
Rural marketing is a function which manages all those activities
involved in assessing Stimulating and converting the purchasing
power into an effective demand for specific Products and
services, and moving them to the people in rural areas to
create satisfaction-and a standard of living to them and thereby
achieves the goals of the organization.
5. Population density > 400 / sq km
75 percent of the male working population is engaged in agriculture
No municipal corporation / board
10/4/2013 M3 GROUP 7 5
6. Rural market is larger than Urban Market in India.
Total size of the Rural Market for FMCG is Rs.41550
as compared to Rs 37130 crores in Urban areas.
10/4/2013 M3 GROUP 7 6
11. • Bounded by tradition,
culture, religion &
community
• 60% of rural income is from
Agriculture
• More than 50% rural
households have monthly
income < Rs 25,000
• About 14% have income >
Rs. 50,000
• In recent years, 70% rural
households have started
saving/investing their
income
Position
10/4/2013 M3 GROUP 7 11
12. In India,
total
potential of
3,800 towns
and
6,27,000
villages.
Distribution
network
reached
300,000
villages.
Dilemma was
how to
extend its
network to
the
remaining
villages in
inaccessible
rural areas.
Penetrating
new markets
would be
challenge.
10/4/2013 M3 GROUP 7 12
14. ( Pre 1960’s )
Marketing
rural
products in
rural areas
Agricultural
inputs in
rural areas
“Agricultural
marketing”
Farming
methods
were
primitive and
mechanizatio
n was low
Markets
unorganized
10/4/2013 M3 GROUP 7 14
15. ( 1960s to 90s)
Green Revolution
Mahindra and Mahindra, Sri
ram fertilizers and IFFCO
emerge rural products were
also marketed through agencies
like KVIC
10/4/2013 M3 GROUP 7 15
16. ( 1990s to Present)
Demand for
consumables and
durables rise in
Rural areas
Companies find growth
in urban markets
stagnating or falling
10/4/2013 M3 GROUP 7 16
17. The large number of consumers
Largely untapped markets
Market size
Potential increase in income
Purchasing power accessibility of markets competition in Urban markets
10/4/2013 M3 GROUP 7 17
19. 10/4/2013 M3 GROUP 7 19
Brand image
Small unit
packaging's
Low priced
packaging's
New product
designs
Utility oriented
products
Product strategies for Rural Mrkets
21. Hindustan Unilever
, has built a strong
distribution system
which helps its
brands reach the
interiors of the
rural market.
Even stockiest
use auto
rickshaws,
bullock-carts
etc.
Availability
10/4/2013 M3 GROUP 7 21
22. Some companies have addressed the affordability
problem by introducing small unit packs.
Most of the shampoos are available in smaller packs.
Fair and lovely was launched in a smaller pack.
Colgate toothpaste launched its smaller packs to cater
to the travelling segment and the rural consumers.
Affordability
10/4/2013 M3 GROUP 7 22
23. Acceptability
LG electronics. In
1998, it developed a
customized TV for the
rural market
It was a runway hit
selling 100,000 sets in
the first year.
Because of the lack of
electricity and
refrigerators in the
rural areas
10/4/2013 M3 GROUP 7 23
24. Coca-Cola uses a
combination of TV,
cinema and radio
to reach 53.6 per
cent of rural
households.
It doubled it’s
spend on
advertising on
doordarshan,
which alone
reached 41 % of
rural households.
It has also used
banners, posters
and tapped all the
local forms of
entertainment.
Awareness
10/4/2013 M3 GROUP 7 24
25. Levels Of distribution channel
Producer
Consumer Segment2
Retailers Retailers
Distributors
Consumer Segment 1 Consumer Segment 3
Zero Level
One Level
Two Level
Distribution channel in Rural area
10/4/2013 M3 GROUP 7 25
26. Special Campaigns
During crop harvest and marketing seasons it is beneficial
to take up special promotion campaigns in rural areas
For example, 3 lakh people visited the annual Mela at
Navchadi for 7 days in Meerut.
The largest such Mela is the Maha Kumbh Mela which is
visited by an average of 12 crores people.
It has been observed that melas are fit to generate
product exposure, package familiarity, brand reminder
and word of mouth.
10/4/2013 M3 GROUP 7 26
31. 10/4/2013 M3 GROUP 7 31
Under developed people
Low levels of literacy
Media for rural communication
Multiplicity languages and dialects
Low per capita income
Logistics storage ,handling and transportation
Problems in Rural Marketing
35. Out of 20
million
rediffmail
signups 60%
are from
small towns.
The 24
million Kisan
credit cards
issued in
rural India.
Out of 2
million
BSNL mobile
connection
, 50% are in
rural India.
In 2008-11
LIC sold 65%
of its
policies in
rural India.
10/4/2013 M3 GROUP 7 35
37. Rural population is about 73% of the total population of India
2011 census the total rural population amounts to 80 Crore
12 Crore households – 70% of the total
Urban Population is spread over 3,200 cities
Rural population is spread across 6,27,000 villages
10/4/2013 M3 GROUP 7 37
38. Rural India has a
literacy rate of 28%
compared to 55% of
the whole country
There has been a
change
• Increase in Income
• Growth in Education
• Greater Media
Penetration
• Marketers efforts to
reach and capture
the rural market’s
LiteracyLevel
Lifestyle
10/4/2013 M3 GROUP 7 38
40. Rural Demand is growing rapidly
Purchasing power has increased
Cut Throat competition in the Urban Markets
Rural market is largely unexplored and untapped
There would be opportunities for new entrants as
compared to urban population
10/4/2013 M3 GROUP 7 40
41. COMPANY Rural Sales (% of total)
HUL 50
Colgate 50
Godrej 30
Cavinkare 33
Marico 25
Cadbury 25
Cipla 18
10/4/2013 M3 GROUP 7 41
44. Establishment in 1929
1st brand Parle glucose and Parle Monaco
35% share of total biscuit market
15% share of the total confectionery market
70% share in glucose biscuit
Parle has largest such manufacturing units in India
Size of the biscuit industry Rs 8,000 crore
Company Profile of Parle G
47
10/4/2013 M3 GROUP 7
45. One of the
first food
offered to
kids
Nutritional
value
It assumed
as sick
man’s diet
in earlier
days.
one of the
most loved
fast food for
every age
group
Biscuit’s are
easy to carry
, tasty to eat
, cholesterol
free and are
reasonably
priced .
The Biscuit Industry
10/4/2013 M3 GROUP 7 46
46. 10/4/2013 M3 GROUP 7 47
30%
70%
Un - organized sector Organized sectors
Biscuit Industry Profile
47. 10/4/2013 M3 GROUP 7 48
0
2
4
6
8
10
12
14
16
18
2007-08 2008-09 2009-10 2010-11
Chart Title
Annual Production of Biscuit in India
52. 10/4/2013 M3 GROUP 7 53
Britannia
Tiger and
sun feast
Locally
manufactured
biscuits
Unpacked
baked items
(e.g – khari
, and rusk
Freshly fried
item (eg: Vada
pao , bhaji
, samosa)
Competitors of Parle G
54. 10/4/2013 M3 GROUP 7 55
Strength of market , size
of market
Income in rural India
have improved
dramatically
The rural markets are
growing at about two
time faster pace then
urban
Reasons for opting Rural Market
56. 10/4/2013 M3 GROUP 7 57
Rural marketing
Marketing
Strategy
Personal
Selling
Direct
selling
Distribution
strategies
Feeder
Town
Promotion
Strategies
Near
market
Familiar
shows
All
media
Marketing Strategy of Parle G
69. Vodafone came to India in 2005
Vodafone was officially launch on 27th september 2007 in Mumbai
Owned : Vodafone and Essar
Market Position : At the 3rd position
Connectivity : Presence in 16 telecom sectors
Call Rates : very cheaper
10/4/2013 M3 GROUP 7 70
Company Profile
70. Mission capturing the
potential of mobile to
bring socio-economic
10/4/2013 M3 GROUP 7 71
Vision To be one of
the most trusted
companies in the
markets
72. 10/4/2013 M3 GROUP 7 73
Total number of Vodafone Essar
Subscribers : 14,15,19,840 i.e. 23.63% of
total 59,87,79,674 Indian mobile phone
users
Subscribers of Vodafone
75. Laal dukaans (red shop)
Project pappu
‘Gappa Goshti’ scheme
Vayalum vaazhvum (chennai)
Mobile Banking (with HDFC bank)
Initiatives in Rural India
10/4/2013 M3 GROUP 7 76
76. 10/4/2013 M3 GROUP 7 77
HDFC
Bank, Vodafone
India launch
mobile banking
product for rural
coverage
(Jaipur)
Vodafone ties
up with Handy
go to launch IVR
service for rural
India
Vodafone has
tied up with
mobile VAS
company
Handygo
Technologies
To launch IVR
based service
called “Behtar
Zindagi for rural
India.”
Contd…
77. 10/4/2013 M3 GROUP 7 78
Vodafone Airtel
Tata
Docomo
Reliance Idea Cellular
Experience
stores
Mini stores
465 681 348 217 369
(Urban and
rural)
7125 1151 2497 1827 1105
Total 7590 1832 2845 2044 1474
Source: Vodafone
Project Pappu’s Retail Footprint
78. 10/4/2013 M3 GROUP 7 79
Displays board
Schemes to
distributors & retailers
(commission & gifts on
achieving target sales)
Tie up with local
panchayat & use flash
mobs (street play) on
the theme of Vodafone
message
Sales Promotion in Rural
81. 10/4/2013 M3 GROUP 7 82
Popular
cellular
service
provider
in India
Largest
Telecom
operator in
the world
High brand
visibility
Strong
advertising
with ZooZoo
concept
Strengths
90. 10/4/2013 M3 GROUP 7 91
Hindustan liver Limited is on the top with its
successful rural marketing projects like ‘Project
Shakti' and 'Operation Bharat'.
92. Coca cola invested us$ 1 billion 27 owned & 17 franchise
operations using celebrities 30% revenue from rural sector
“ Thanda…” campaign different promotion in south
10/4/2013 M3 GROUP 7 93
94. Dabur In villages promote its hair oil as a
substitute for mustard oil which village folks
generally used. In rural UP & Bihar
10/4/2013 M3 GROUP 7 95
96. Sonata launched project Swades, aimed at
changing people's mindsets and making them
aware of the value of time in rural India
10/4/2013 M3 GROUP 7 97
98. Medimix focused brand-building initiatives—like
participation at community events such as “melas” (village
fairs),“haats” (markets), street theater, van campaigns, and
puppet shows
10/4/2013 M3 GROUP 7 99
100. Tata salt story begins in 1983“Namak ho Tata Ka , Tata
Namak”15% spends on promotion
2004,“deshkanamak”television wall painting calendar in rural
area
10/4/2013 M3 GROUP 7 101
102. Colgate incorporated in 1937 ,enjoys 50% market share
“Colgate fresh energy gel” use of mass media opinion leader
strong distribution network
In rural area
10/4/2013 M3 GROUP 7 103
It helps to increased agriculture production around the world,"Green Revolution" was first used in 1968 by former United States Agency for International DevelopmentKhadi and village industry of commision (kvic)(IFFCO) Indian Farmers Fertilizers Cooperative
Pepsico
According to TRAI(Telephone Regulatory Authority of India)