The document discusses strategies for marketing products in rural Indian markets. It notes that rural consumers prefer to touch and feel products before purchasing and rely more on recommendations from friends and local influential figures than advertising. Rural consumers prefer low-cost sample sizes or smaller packaging over larger economy packs. Companies have seen success promoting utility-focused products that are compatible with local infrastructure by distributing free samples, educating villagers about product benefits, and demonstrating product quality through community leaders.

1. Hul project bharat
Chick shampoo small sachet

2. He evaluates the product by touch and feel. He gets more satisfaction after touching it.
Once converted he is fiercely loyal to the brand.
Purchase process is also different - influencer, decider, buyer, payer are generally different
persons in case of rural market.
Though advertising the product makes a difference but still mouth publicity by known
users, educated village youth or renowned person of the community make product more
reliable.
In rural market low price pack is preferred rather than economy pack. They started selling
shampoo sachets priced at Re 1 or Re 2, Pepsodent toothpaste at Re 5, Lifebuoy soap in 50
grams
Rural consumers prefer utility oriented products
At the same time product should be compatible with the infrastructure available in rural
areas
It is easier to get group response in rural market
Tata Group, which retails the Sonata brand of watches to rural India, says, “[rural folks]
think of a purchase in terms of how it serves their needs and how well its suits the family,
rather than the individual.

3. Van campaign n
giving samples

6. HLL's ‘Operation Bharat’ to tap the rural markets. Under this
operation it passed out low–priced sample packets of its
toothpaste, fairness cream, Clinic Plus shampoo, and Ponds cream
to twenty million
households. Today, these brands have a flourishing market in rural
India.
MRF conduct tractor owners meet in association with local
distributors.
In 2001, Colgate-Palmolive launched “Operation Jagruti” to
educate villagers about oral hygiene and its benefits vis-à-vis
traditional products like “Neem.”
BPCL introduced a smaller sized cylinder to reduce the initial
deposit cost and consequent refilling cost
 Goderej no.1 soap, salespersons were visiting villeges & offerring
buy one get one free.

7.  Asian Paints promoted its Utasv brand of
paint by painting the village Sarpanch’s
house a few months prior to the launch to
demonstrate that the paint does not peel off
and is an ideal replacement of chuna.
 The health development assistant of HUl
regularly meets school teachers to promote
Lifeboy soap in Villages.