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Project Report Rural Marketing: Submitted To: Submitted By: MR - Sandeep Srivastava
Project Report Rural Marketing: Submitted To: Submitted By: MR - Sandeep Srivastava
RURAL MARKETING
Submitted to:
Submitted by: Mr.Sandeep srivastava
Shiv om mishra (06293G) Senior Lecturer
VII sem., B.Tech. PD Département
Computer Science Engg.
JIET, Guna, MP JIET
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ACKNOWLEDGEMENT
this work.
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Content
Abstract
1. Introductions
3. Opportunity
4. Challenges
8.Some Myths
9.Strategy
9.1Marketing Strategy
9.2Distribution Strategy
9.3Promotional Strategy
10.Conclusion
11.Reference
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ABSTRACT
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1. INTRODUCTION
1.1 Description
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from nearest towns, etc.
Rural marketing and urban marketing are identical as regards
basic marketing structure. However, rural markets and rural
marketing have special features and dilemmas as compared to
urban markets. The rural markets offer a great scope for a
concentrated marketing effort because of the recent increase in
the rural incomes and the likelihood that such incomes will
increase faster because of better production and higher prices for
agricultural commodities.
2.2 Scope
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3.Facts and Figure
These are some facts that make rural market attractive, Rural
market has following attributes and the following facts
substantiate this: -
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Investment in formal savings instruments is 6.6 million HHs in
rural and 6.7 million HHs in urban.
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4.Opportunities
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In 50 years only, 40 percent villages have been connected
by road, in next 10 years another 30 percent would be
connected.
opportunities –
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HH)
Shampoo 66.3 35.2 44.2
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Warnabazaar, Maharashtra (Annual Sale Rs. 40 cror
5.Challenge
In rural India, brands rarely fight with each other; they just
have to be present at the right place.
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5.2 The 4A approach
5.2.1 Availability
5.2.2 Affordability
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Some companies have addressed the affordability problem by
introducing small unit packs. Godrej recently introduced three
brands of Cinthol, Fair Glow and Godrej in 50-gm packs, priced at
Rs 4-5 meant specifically for Madhya Pradesh, Bihar and Uttar
Pradesh — the so-called `Bimaru' States.
5.2.3 Acceptability
5.2.4 Awareness
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the family is the key unit of identity. However, the rural consumer
expressions differ from his urban counterpart. Outing for the
former is confined to local fairs and festivals and TV viewing is
confined to the state-owned Doordarshan. Consumption of
branded products is treated as a special treat or indulgence.
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The rural market in India brings in bigger revenues in the country,
as the rural regions comprise of the maximum consumers in this
country. The rural market in Indian economy generates almost
more than half of the country's income. Rural marketing in Indian
economy can be classified under two broad categories. These are:
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Some of the important features or characteristics of Rural
Marketing in India Economy are being listed below:
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7.Soft Drinks In Rural Market In India
NON-ALCOHALIC BEVERAGES IN INDIA
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order to compete there. India’s purchasing power parity
per capita of US$2,850 is representative of a nation in which the
average consumer has insufficient income to engage in
discretionary spending. Nevertheless, during the hot season,
spur-of-the-moment beverage sales are commonplace. In order to
position themselves for sales growth, the major soft drink
companies priced a 200-milliliter bottle at the equivalent of 11
U.S. cents. Although that price is not sustainable beyond the short
term, management hopes that it will be enough to wrest market
share away from local products and substantially increase sales
volume in 2004.Beverage companies cannot afford to
ignore India's rural consumers if they wish to expand market
share. According to data release by the PRB, only 28 percent of
India's population lived in urban areas in 2003. On average, rural
consumers have a lower income level than their urban
counterparts and demand lower-cost beverage options.In order to
remain cost competitive, soft drink companies have to contain the
transportation costs involved in expanding their distribution
network into widespread towns and villages. Faced with high fuel
and vehicle costs, companies are turning to less expensive means
of transportation including Ox carts & rickshaw. Another challenge
facing the major soft drink companies is regaining consumer
confidence in the aftermath of a well- publicized scandal over
the...
8. Some Myths
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Reality: It's a heterogeneous population. Various Tiers are
present depending on the incomes like Big Landlords,
Traders, Small Farmers, Marginal Farmers, Laborers,
Artisans. State wise variations in rural demographics are
present viz. literacy (Kerala 90 percent, Bihar 44 percent)
and population below poverty line (Orissa 48 percent, Punjab
6 percent).
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9.Strategies
9.1Marketing Strategy
9.2Distribution Strategy
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provide a very good platform for distribution because people visit
them to make several purchases.
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10. Conclusion
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Reference
www.business.mapsofindia.com
www.wikipedia.com
www.scribd.com
www.mpvidhansabha.com
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