Start

8ural markeLlng how Lo creaLe advlsors of producLs ln Lhe rural parLs of lndla
lL's a very wldely researched lLem varlous books and research papers are ln clrculaLlon already on
Lhe Loplc

We wlll deflne 8ural markeLlng lLs evoluLlon lndlcaLors eLc
We wlll do a SWC1
1alk abouL Lhe sLraLegles
And do some case sLudles

We wlll Lake quesLlons aL Lhe end

S||de #3
ln 1971 Census deflned whaL ls urban and Lhe remalnder was called rural

S||de#4
uefn of rural kura| market|ng |nvo|ves de||ver|ng manufactured or processed |nputs or serv|ces to
rura| producers or consumers

S||de#S
LvoluLlon of rural markeLlng
W 8ural 1ransacLlons
urban 8ural
8ural urban
8ural 8ural

W 8ural MarkeLlng evoluLlon
unLll 1960 8ural Lo urban agrl produce
osL 1960 urban Lo 8ural agrl lnpuLs
ln 1990's urban and 8ural Lo 8ural lMCC uurables Consumables
ln laLe 1990's urban 8ural Lo urban 8ural All roducLs and Servlces
S||de#6
8ural markeLs are boomlng Companles know LhaL and Lhere are good reasons for lLs growLh
O ulsposable lncome
O AsplraLlons of Lhe people
O Medla presence
O lnfrasLrucLure beLLer Lhan earller
S||de#7
opulaLlonCuMCL (MCL MonLhly per caplLa expendlLure)

S||de#8 ulsLrlbuLlon of households by ma[or source of household lncome
S||de#9 Consumer uurables
S||de#10 Lxpendables
S||de#11 Pouse hold ownlng ln 200910
S||de#12 MarkeLlng CpporLunlLles 1here ls a loL of room for producLs ln Lhe rural households
S||de#13
S||de#14 lnfra sLrucLure has become beLLer
S||de#1S
rural markeLs are dlfflculL Lo predlcL
dlsLrlbuLlon ls an lssue
provlde value for money proposlLlon
s||de#16
Lhe 4A's
AvallablllLy Awareness affordablllLy accepLablllLy

S||de#19 SLrengLh
P700 mllllon populaLlon largely uncovered
P72 of lndlan populaLlon conLrlbuLes Lo half of Lhe Cu
PApproxlmaLe slze of Lhe rural markeL ls 12300 ln8 crores
P8lse ln expendlLure ls 9 slnce 2002
PCovernmenL lnlLlaLlves llke 8haraL nlrman nA8LCA and Loan walvers have made Lhe rural lndla
approachable and very markeLable

S||de#20 Weakness
PLow llLeracy
PLack of lnfrasLrucLure llke ower WaLer eLc
PCounLerfelL producLs ln Lhe markeL
Pno common language across areas
PSparsely locaLed populaLlon
PLow earnlng per household
PLow peneLraLlon of Lhe LradlLlonal Medla
P1radlLlonal ouLlook of Lhe rural consumers whlch make Lhem reslsL change

S||de#21 CpporLunlLles

klssan CredlL card 41 mllllon cumulaLlve credlL of 977 8llllon Lo 8ural lndla
8haraL nlrman lncrease connecLlvlLy
radhamanLrl Crameen Sadak
?ogna
lncrease connecLlvlLy
8ural elecLrlflcaLlon 80 vlllages wlll be elecLrlfled by 2012
8ural employmenL guaranLee
acL (nA8LCA)
umplng llquldlLy ln rural areas
Loan Walvers umplng llquldlLy ln rural areas
decrease ln 8L famllles ercenLage of 8L famllles decllned from 46 Lo 27
8ural llLeracy 8ural llLeracy level lmproved from 36 Lo 39
lncrease ln ucca houses number of pucca houses doubled from 22 Lo 41 and kuccha
houses halved (41 Lo 23)
1elephony ln rural areas 8ural Lelephone denslLy has gone up by 300 ln Lhe lasL 10 years
every 1000+ pop ls connecLed by S1u

S||de#22 1hreaLs

PlnnovaLlon ls necessary for creaLlng producL for rural lndla ls Lrlcky
PCnly corporaLes wlLh deep pockeLs can enLer as huge lnfrasLrucLure ls requlred
P1ough rural Lerraln and Lo sell for cheap requlres good SupplyChaln ManagemenL
PLow avallablllLy of Lhe lnfrasLrucLure faclllLles can cause loss of lnvesLmenL
P8ural lndla ls mosLly llllLeraLe and communlcaLlng message Lo Lhem ls a challenge

S||de#23
8ural markeLs and rural markeLlng lnvolve a number of sLraLegles whlch lnclude
O CllenL and locaLlon speclflc promoLlon
O olnL or cooperaLlve promoLlon
O 8undllng of lnpuLs
O arLnershlp for susLalnablllLy

S||de#24 8rand|ng |n kura| Market
Creat|ng brands for rura| Ind|a
P8ural markeLs are dellcaLely powerful CerLaln adapLaLlons are requlred Lo caLer Lo Lhe rural
masses Lhey have unlque expecLaLlon and warranL changes ln all four parameLers of producL
prlce promoLlon and dlsLrlbuLlon
PA loL ls already emphaslzed on adapLlng Lhe producL and prlce ln Lerms of packaglng flavorlng
and ln sacheLs prlced Lo sulL Lhe economlc sLaLus of Lhe rural lndla ln slzes llke 8s3 packs and
8e1 packs LhaL are percelved Lo be of value for money 1hls ls a Lyplcal peneLraLlon sLraLegy
LhaL promlses Lo converL Lhe flrsL Llme cusLomers Lo repeaLed cusLomers

CASL S1UD
S||de#26 Lchoupa|
Pechoupal lnlLlaLlve by l1C by whlch Lhey llnk Lo rural farmers vla lnLerneL for procuremenL of
agrlculLural and aquaculLure
P1here are presenLly 6300 eChoupals ln operaLlon l1C LlmlLed plans Lo scale up Lo 20000 e
Choupals by 2012 coverlng 100000 vlllages ln 13 sLaLes servlclng 13 mllllon farmers


S||de #27
Lchoupal ls Lrylng Lo do away wlLh money lenders and mlddlemen by use of Lechnology

S||de #28
P8eLLer Supply Chaln for l1C's lood and Agrl 8uslness
PAccess Lo underserved 8ural MarkeL
Pnew l1LS 8uslness CpporLunlLles
PemarkeL place for spoL LransacLlons and supporL servlces Lo fuLures exchange

S||de#30 ACC Cement Ltd SUkAkSnA
PACC Su8AkPSPA CemenL ln a markeL domlnaLed by graded cemenLs ln Lhe seml urban/rural
areas of karnaLaka ACC CemenL venLured ouL Lo esLabllsh Lhe superlorlLy of ACC Su8AkSPA
blended cemenL and bulld an lmage of a remlum CemenL for Lhe brand
P1o reach Lhe oplnlon leaders vlz ArchlLecLs Lnglneers ConLracLors eLc he asslsLance of Lhe
reglonal local press was soughL and oLher ulrecL MarkeLlng efforLs such as fleld meeLlngs wlLh
small groups of masons cusLomers were used

S||de#31
Suraksha campalng has helped ln offLake of Lhe brand

S||de#32
undersLood Lhe lndlan rural markeL and made lnnovaLlons for Lhe same
lL focused on 8ural usage
PAffordablllLy
PMarkeL Share
PMlssed Calls

S||de#33 Coca Co|a "ar|vartan"
locus on Lhe 4As
LducaLe Lhe reLaller
Smaller cosL effecLlve packages brlnglng lL as a replacemenL of local drlnks
used Lhe rlghL medla channels for adverLlsemenL

S||de #34 coca co|a changed |ts d|str|but|on strategy to overcome the cha||enges |n d|str|but|on

ar|e G

khush|on k| Do|| nUL
PCver 14 mllllon consumers would be conLacLed Lhrough Lhls lnlLlaLlve ln over 33000 vlllages
across Lhese Lhree sLaLes
PCreaLe a cosL efflclenL rural acLlvaLlon module
P3sLep process sLarLlng wlLh awareness movlng on Lo consumer engagemenL and flnally reLall
conLacL
P8rands are lnLroduced wlLh Lhe help of 1vCs LhaL are played conLlnuously And Lhe promoLers by
way of 'llve' demonsLraLlons brlng allve Lhe hyglene beneflLs of uslng such brands and lmprovlng
Lhe quallLy of dally llfe
PLnsures lmproved avallablllLy and vlslblllLy of PuL brands
Ishakt|
P1hls lnlLlaLlve ls drlven by PuL under sLrengLhenlng of Lhe SupplyChaln ManagemenL by
unleashlng Lhe poLenLlal of rural lndla
P1hls program ls Lo creaLe lncomegeneraLlng capablllLles for underprlvlleged rural women by
helplng women ln rural lndla seL up small buslnesses as dlrecLLoconsumer reLallers
P8y 2011 Lhe lShakLl neLwork alms Lo reached 800 mllllon consumers

keap|ng benef|ts
Pln 200102 LlC sold 33 of lLs pollcles ln rural lndla
PCf Lwo mllllon 8SnL moblle connecLlons 30 are ln small Lowns / vlllages
PPero Ponda 40 sales came from 8ural lndla
PPuL's more Lhan 43 sales ls comlng from 8ural lndla
PCf Lhe 20 mllllon 8edlffmall slgnups 60 are from small Lowns 30 of LransacLlons from Lhese
Lowns are on 8edlff onllne shopplng slLe
P42 mllllon rural households (PPs) are avalllng banklng servlces ln comparlson Lo 27 mllllon urban
PPs
PlnvesLmenL ln formal savlngs lnsLrumenLs ls 66 mllllon PPs ln rural and 67 mllllon PPs ln urban
PLC sold 33 of color Lelevlslon ln 8ural lndla
ParleC goL esLabllshed as a blsculL brand and Lhe cash counLers are rlnglng by sales of over 33
ln rural lndla