Professional Documents
Culture Documents
Rural India : A brief
Profile.
Parle G : A brief Intro
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Approximately 75% of India¶s population lives in 6,38,365 villages
spread over 32 lakh square kilometers.
As per the census (2001) rural segments comprises 13.5 crore
household which constitute 72% of total households in India.
Rural market is not homogenous across the country .
With economic development of rural areas , disposable income of
rural people has gone up.
Today , the rural market share as follows: 50 per cent of total FMCG,
38 per cent of two-wheelers, 55 per cent of LIC policies, 70 per cent
of toilet soaps, 50 per cent of TV, fans, bicycles, tea and wrist
watches.
Rural Market Penetration of Biscuit Industry : 50% to 65%
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Flagship brand of Parle Products Pvt. Ltd
Parle G, retains, almost half the market share for biscuits in India.
The brand recently achieved the distinction of being the highest
selling Glucose biscuit in the world.
Parle G, enjoys a 69% share in the glucose biscuit market, selling 2.7
million tones a year.
The brand continues to grow in spite of the launch of various me too
products with better packaging like Tiger from Britannia & Sun feast
from ITC.
Parle-G target market is from 2 years to 80 years
They don¶t ask for biscuits, but just ask for ³PARLE´.
Be it a big city or a remote village of India, the Parle name symbolizes
quality, health and great taste !!!
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> India's 627,000 villages are spread over 3.2 million sq km; 700
million Indians live in rural areas, finding them is not easy.
> Lack of Proper Physical Communication Facilities
> To serve remote village, stockists use autorickshaws, bullock-carts
and even boats
> Hub and Spoke distribution model
> To ensure full loads, the company depot supplies, twice a week,
and the large distributors act as hubs. These distributors supply,
once a week and the smaller distributors supply the adjoining
areas.
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> With low disposable incomes, products need to be affordable to the
rural consumer, most of whom are on daily wages
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> jeed for customized product
> Different way of thinking
> The key dilemma for Multinational companies eager to tap the large
and fast-growing rural market is whether they can do so without
hurting the company's profit margins
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> The Reach of message and the available means of reaching messages
to these markets.
Increased penetration of electronic
media
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Companies are finding Rural Markets increasingly attractive.
Rural population is gradually getting urbanized and has a great
potential and improving purchasing power.
] has to be effectively adopted in order to capture the
untapped potential of the rural consumers.
>Acceptability
>Affordability
>Availability
>Awareness
Continuous customization seems a sure shot approach to provide both
short and long-term returns in the rural markets.
"To be successful in the rural market, - there is no unity in diversity,
but act local while thinking global."
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