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Rural marketing ppt
This document discusses rural marketing in India. It begins by defining rural marketing and describing how it differs from urban marketing. Key points include: - Rural areas rely primarily on agriculture as an economic activity while urban areas focus more on manufacturing, trade, and services. - The rural market is large in size and growing rapidly due to factors like increasing prosperity and consumption among rural populations. - Reaching rural consumers presents challenges like poor infrastructure and low literacy. - Several companies have found success marketing to rural Indians, such as Hindustan Unilever through low-cost products and Coca-Cola through universal appeal advertising. - The rural market remains largely untapped and has great potential for
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Presentation introduction with the names of the presenters: Prof. Mukesh Ranga, Sandeep Dwivedi, Abdul Nadeem Khan.
Rural marketing involves the study of activities for procuring farm inputs and moving products from farmers to consumers.
Rural markets differ from urban; agriculture dominates rural economies, directly linking population to farming.
Importance includes market size, target population, employment, living conditions, and contribution to national income.
Contrasting occupations and community sizes in rural and urban settings; rural areas focus primarily on agriculture.
Key challenges include poor communication, distribution issues, seasonal demand, and low literacy levels.
Rural products stem from agriculture; categorized into industrial goods and consumer goods for direct use.
Corporate interest in rural markets due to urban saturation and viable factors like large population and lifestyle changes.
Indian rural market accounts for Rs 8 billion; FMCG contributes 53% and durables 59% of total sales.
Description of marketing channels and challenges faced in reaching rural consumers due to infrastructure and socio-economic factors.
Successful initiatives like 'Project Bharat' by HLL and Coca-Cola's campaigns show effective rural marketing strategies.
Prominent corporations like Amul and Coca-Cola thrive in the rural market, which is expanding faster than urban markets.
ITC’s E-choupal exemplifies efforts to connect farmers, highlighting the potential of rural marketing and economic changes.
Illustration of shops in rural India that stock affordable products catering to local needs.
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Rural marketing ppt
- 1. SUBMIT TO SUBMITTED BY PROF. Mukesh Ranga SANDEEP DWIVEDI ABDUL NADEEM KHAN M.B.E 3rd SEMESTER
- 2. RURAL MARKETING Rural marketingis the study of all the Activity , agency and policy involved in The procurement of farm inputs by the Farmers and the movement of rural products from farmers to consumers. _ G.N. MURTHY
- 3. NATURE OF RURALMARKETING The rural market is quite different from urban markets. Agriculture is the chief economic activity in rural areas, the entire village population is associated directly or indirectly to agriculture. In the process of development of civilization agriculture and pastoral life along river banks are the first of settled life.
- 4. Importance of ruralmarketing Size of rural market Rural target population Employment Better living Contribution to national income Increase in farm income
- 5. Rural v/s Urban OCCUPATION: Rural:Cultivatorsn few non – agricultural pursuits. Urban:manufacturing,trade,com merce,professions
- 6. Size of community Rural:open farms & small community are –vly co- related Urban:urbanity & size of community are +vly co- related
- 7. Problem and difficultiesfaced in rural marketing Lack of proper communication Distribution problem Seasonal demand Low literacy level
- 8. Rural products Rural productsare the results of the art of agriculture and allied activities. In a narrow sense,rural products refer to the products arising out of the cultivation, namely various crops, vegetables and fruits etc.
- 9. Types of ruralgoods Industrial goods consumer goods Industrial goods:-industrial rural goods are those use for further industrial processing. e.g. tabacoo, fibre crops like cotton and jute. Consumer goods:-goods are mean for direct use like all foodgrains, dairy product, poultry products vegetables and fruits.
- 10. Attractiveness of ruralmarket Rural markets have become the new targets to corporate enterprises for two reasons : 1. Urban market has become congested with too many competitors. 2. The market have reached a near saturation point.
- 11. Various factors whichhave made rule markets viable:- 1. Large population 2. Raising prosperity 3. Growth in consumption 4. Life-style changes 5. Life-cycle advantages 6. Market growth rates higher than urban 7. Rural marketing is not expensive 8. Remoteness is no longer a problem
- 12. Now for somefacts and figures. The Indian rural market today accounts for only about Rs 8 billion (53 per cent - FMCG sector, 59 per cent durables sale, 100 per cent agricultural products) of the total ad pie of Rs 120 billion, thus claiming 6.6 per cent of the total share. So clearly there seems to be a long way ahead. Time and again marketing practitioners have waxed eloquent about the potential of the rural market. But when one zeroes in on the companies that focus on the rural market, a mere handful names come to mind. Hindustan Lever Limited (HuL) is top of the mind with their successful rural marketing projects like 'Project Shakti' and 'Operation Bharat'.
- 13. RURAL MARKETING CHANNELS Marketingchannels are routes through which rural products move from producers to consumers Cleary the main challenge that one faces while dealing with rural marketing is the basic understanding of the rural consumer who is very different from his urban counterpart. Also distribution remains to be the single largest problem marketers face today when it comes to going rural. "Reaching your product to remote locations spread over 600,000 villages and poor infrastructure - roads, telecommunication etc and lower levels of literacy are a few hinges that come in the way of marketers to reach the rural market
- 14. In 1998 HuL’spersonal products unit initiated Project Bharat, the first and largest rural home- to-home operation to have ever been prepared by any company. The project covered 13 million rural households by the end of 1999. During the course of operation, HuL had vans visiting villages across the country distributing sample packs comprising a low-unit-price pack each of shampoo, talcum powder, toothpaste and skin cream priced at Rs. 15. This was to create awareness of the company’s product categories and of the affordability of the products.
- 15. Khaitan fans' adon a horse cart
- 16. The greatest challengefor advertisers and marketers continues to be in finding the right mix that will have a pan-Indian rural appeal. Coca Cola, with their Aamir Khan ad campaign succeeded in providing just that.
- 17. "Yaara da Tashan...”ads with Aamir Khan created universal appeal for Coca Cola
- 18. "Yaara da Tashan..."ads with Aamir Khan created universal appeal for Coca Cola Coca-Cola India tapped the rural market in a big way when it introduced bottles priced at Rs 5 and backed it with the Aamir Khan ads. The company, on its behalf, has also been investing steadily to build their infrastructure to meet the growing needs of the rural market, which reiterates the fact that this multinational has realised the potential of the rural market is going strength to strength to tap the same.
- 19. For HLL, aone rupee or a five rupee sachet or the Kutti Hamam (the small Hamam) helps in giving the consumers a trial opportunity. While it does help in generate volume but not in terms of values. "Till the time that volume - value equation is managed better. Ultimately, the ball lies in the court of rural marketers. It's all about how one approaches the market, takes up the challenge of selling products and concepts through innovative media design and more importantly interactivity.
- 20. Amul is anothercase in point of aggressive rural marketing. Some of the other corporates that are slowly making headway in this area are Coca Cola India, Colgate, Eveready Batteries, LG Electronics, Philips, BSNL, Life Insurance Corporation, Cavin Kare, Britannia and Hero Honda to name a few.
- 21. Interestingly, the ruralmarket is growing at a far greater speed than its urban counterpart. "All the data provided by various agencies like NCAER, Francis Kanoi etc shows that rural markets are growing faster than urban markets in certain product categories at least. The share of FMCG products in rural markets is 53 per cent, durables boasts of 59 per cent market share. Therefore one can claim that rural markets are growing faster than urban markets
- 22. Satellite dish antennasreach rural India
- 23. In 2000, ITCtook an initiative to develop direct contact with farmers who lived in far- flung villages in Madhya Pradesh. ITC's E- choupal was the result of this initiative.
- 24. So the factremains that the rural market in India has great potential, which is just waiting to be tapped. Progress has been made in this area by some, but there seems to be a long way for marketers to go in order to derive and reap maximum benefits. Moreover, rural India is not so poor as it used to be a decade or so back. Things are sure a changing
- 25. Typical shop inrural India stocked with sachets, etc