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Final Project on Rural Advertising

Final Project on Rural Advertising

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Published by Marketing Expert
http://Pakistanmba.jimdo.com
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Marketing Management,
Accounting,
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Human Resource,
Organizational Behaviour,
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Cost Accounting
VISIT
http://Pakistanmba.jimdo.com
http://Pakistanmba.jimdo.com
For Free Downloading of this report and for more projects,assignments,reports on Marketing,Management
Marketing Management,
Accounting,
Economics
Human Resource,
Organizational Behaviour,
Financial Management
Cost Accounting
VISIT
http://Pakistanmba.jimdo.com

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Published by: Marketing Expert on May 16, 2009
Copyright:Attribution Non-commercial

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11/09/2010

 
INTRODUCTION
“Come with us to the fields, or go with our brothers to thesea and cast your net. For the land and the sea would bebountiful to you even as to us”- Kahlil Gibran
The footfalls in the villages are getting louder and louder as companies scramble to woothe rural consumers. Villages are no longer an abstraction, but fashionable in marketingterms.From talking endlessly about potential growth, companies are now actively cultivatingthe rural markets. And why not?Consider the market; out of five lakh villages in India only one lakh have been tapped sofar.What has made the rural consumers so attractive to companies now? After all, the 122-million village households were not created overnight.The answer is simple. The urban market is getting saturated while villagers are flushwith 'disposable income' thanks to bountiful harvests in the last four years. It is thisincome that the companies are raring to cash in on. The estimate speaks of thepotential volume of business that can be generated in rural Indian markets. Theestimate is about three times that of the European market.
Hindustan Lever's 'Operation Bharat' will reach 22 million new householdsin the villages by the end of the year.Every area that has a police station will soon boast a Godrej dealer &service centre.BPL is planning to add 13,000 active dealers this year to its existingnetwork of 15,000 throughout the country
.
HTTP://PAKISTANMBA.JIMDO.COM
 
FOR DOWNLOADING THIS REPORT ANDFOR MORE PROJECTS, ASSIGNMENTS,REPORTS ONMARKETING,MANAGEMENT,ECONOMICSMARKETING MANAGEMENT,ACCOUNTING,HUMAN RESOURCE,ORGANIZATIONAL BEHAVIOR,FINANCIAL MANAGEMENTCOST ACCOUNTINGVISITHTTP://PAKISTANMBA.JIMDO.COM
 
A dramatic change is in progress. Villagers who used to crack open peanut candies, eatthe nut and throw away the shell are now demanding chocolate candies that will melt intheir mouths, not in their hands. Charcoal-cleaned teeth are a rare sight; so is the casewith twigs of 
niim
(neem) and
babul 
(babool) tree. Today, the ultra bright shine of Colgate or some other international brand of toothpaste holds more appeal than thetraditional methods of cleaning teeth. Even the native expressions of cleaning teeth,such as
daatun karnaa
and
musaag lagaanaa
, are endangered to being replaced bynew expressions such as
 paste
 
karnaa
, 'to brush teeth with paste'. Even a simple querysuch as:
Where are you from? 
Is not free from the overtones of marketization andglobalization in rural discourse. Consumerism and globalization is invading parts of India where, as some would venture to say, time seems to have ceased for centuries.Yet there has not been substantial progress in this area.
The hurdles that pose a challenge to the companies in rural marketing are asfollows:Seasonal Market:
The rural market is typically a seasonal market. The consumptionlevel goes high post-monsoon and dries up during the non-crop period.
Disposable Income:
The unit disposable consumption level is very low and theassortment has to be made in a different size compared to the urban market to suit it tothe rural customer's pocket. Multiplicity of assortment adds up to the cost level of theproduct and works against adding experience effect to the production. Furthermore, thedistributed settlement and high transportation cost makes it potentially less feasible for many companies to launch products for rural consumption.
Literacy level:
Low level of education creates problem in brand identification. Sincerural consumers often cannot read the brand names and price tags, it makes it easier for the clones to launch brands similar in label and design and spoil the brand image of the so-called successful urban brands.Unscrupulous retailers are taking the benefit and damaging the perception of the brandsbefore they actually enter the rural market. So marketers and advertisers are looking for an alternative medium to promote brands through advertising. The success of abusiness in India will be decided in future by its success in the heart of India, i.e., therural market
.

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