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Rural Marketing

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Rural Marketing

  1. 2. Meaning of Rural Marketing : * Deals with delivering manufactured goods/services to rural producers * Involves an urban to rural activity * Not much developed in India
  2. 3. Recent News relating Rural Marketing: <ul><li>Motors dealers to set up compact ‘F1’outlets for Nano </li></ul><ul><li>August 2008, Kolkata </li></ul><ul><li>* Will opt for a ‘hub and spoke model’ to market Nano in Rural Areas </li></ul><ul><li>* Smaller showroom to set up in surburbs and Rural Areas </li></ul><ul><li>* Sources stated some dealers already acquired space in these areas </li></ul><ul><li>* Company believes : Majority sales would come from Rural India </li></ul>
  3. 4. <ul><li>Airtel promoting mobile telephony in rural markets </li></ul><ul><li>6 th August 2008, Chennai </li></ul><ul><li>* New Scheme, Grameen Mobile Puratchi announced to </li></ul><ul><li>promote mobile telephony in rural market of Tamil Nadu </li></ul><ul><li>* Will offer customised services to target the farmers </li></ul><ul><li>* Airtel connection will provide agricultural information </li></ul><ul><li>* Other services would offer : weather report, farming </li></ul><ul><li>techniques, rural health initiatives, animal husbandry, etc </li></ul>
  4. 5. <ul><li>Santro launches new initiative to tap rural market </li></ul><ul><li>July 2008 </li></ul><ul><li>* Launched a marketing initiative: “Ghar Ghar ki Pehchaan”, </li></ul><ul><li>(Valid till 31 st July 2008) for tapping rural market </li></ul><ul><li>* Rolled out special scheme for government employees in rural </li></ul><ul><li>India on purchase of the car </li></ul><ul><li>* Planned to touch 58% of Indian villages </li></ul><ul><li>* Promoted the scheme through road shows, posters, etc </li></ul>
  5. 6. <ul><li>Himalaya gets ready for Rural Play </li></ul><ul><li>June 2008, Bangalore </li></ul><ul><li>* Launched SBU for expanding into smaller towns and hinter </li></ul><ul><li>land districts </li></ul><ul><li>* Rural share of India’s pharma market rose from 18% to 21% </li></ul><ul><li>* Survey stated, rural market would contribute as much as </li></ul><ul><li>metros </li></ul><ul><li>* The districts covered up would rise to 400 from 250 </li></ul>
  6. 7. <ul><li>Maruti to focus on Rural Areas to gear up car sales </li></ul><ul><li>June 2008, New Delhi </li></ul><ul><li>* Launched a PAN India campaign to tap the vast potential of </li></ul><ul><li>the Rural market </li></ul><ul><li>* Conducted a 6 – month pilot project to increase sales </li></ul><ul><li>* Aimed to position itself as the first mover in villages </li></ul><ul><li>* Maruti roped in large number of rural banks to increase the </li></ul><ul><li>finance penetration </li></ul><ul><li>* Offered cash discounts and other promotional schemes </li></ul>
  7. 8. <ul><li>Pharma firms see big gains in small towns </li></ul><ul><li>6 th June 2008, Ahemdabad </li></ul><ul><li>* Lack of infrastructure helped to expand their network </li></ul><ul><li>* Challenges in rural areas : inadequate infrastructure, connectivity </li></ul><ul><li>problem, unavailability of stockists, reaching the rural customers, </li></ul><ul><li>accessibility of doctors, etc </li></ul><ul><li>* Focus of Rural Marketing : U.P, M.P, Maharashtra, and Northern </li></ul><ul><li>and Southern region </li></ul>
  8. 9. <ul><li>LG’s Rural thirst helps drive sales </li></ul><ul><li>July 13, New Delhi </li></ul><ul><li>* Company registered a little growth from the rural markets </li></ul><ul><li>* Moved its focus to interior of India after establishing in urban </li></ul><ul><li>market </li></ul><ul><li>* Focuses to penetrate into deeper India after establishing in </li></ul><ul><li>urban area </li></ul><ul><li>* Rural thrust was strong with “Sampoorna T.V” </li></ul><ul><li>* Geographical reach of the company helped matters </li></ul>
  9. 10. <ul><li>Hinterland overtakes cities in FMCG consumption </li></ul><ul><li>August 2008, New Delhi </li></ul><ul><li>* Rural off take in some categories (shampoos, toothpastes, etc) </li></ul><ul><li>had grown faster than in the urban sector </li></ul><ul><li>* Growth higher in rural areas in value and volume </li></ul><ul><li>rural volume growth: </li></ul><ul><li>Toothpastes – 12.8% against 8.7% in urban sector </li></ul><ul><li>Hair Oils – 19.3% against 15.2% in urban sector </li></ul><ul><li>Shampoos – 11.8% against 8.8% in urban markets </li></ul>
  10. 11. <ul><li>Nokia outlines initiatives targeting rural markets </li></ul><ul><li>June 26, New Delhi </li></ul><ul><li>* Nokia outlined initiatives in areas: microfinance, </li></ul><ul><li>distribution, and value added services mainly targeting the </li></ul><ul><li>farmers </li></ul><ul><li>* Looking to launch entry level handsets to cater to the non </li></ul><ul><li>urban consumers </li></ul>
  11. 12. <ul><li>BAG targets rural bizz </li></ul><ul><li>July 11, Kolkata </li></ul><ul><li>* Joint Venture between Bajaj Auto Ltd. And Allianz AG, </li></ul><ul><li>Germany looked to boost rural business </li></ul><ul><li>* Planned to launch a new micro – insurance policy </li></ul><ul><li>by november which would cater mainly to rural market </li></ul><ul><li>* Launched a new health insurance plan, ‘Family Care First’ for </li></ul><ul><li>the rural markets </li></ul>
  12. 13. <ul><li>Thankyou </li></ul>

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