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Rural Marketing.

ppt 2Scribd Upload a Document Search Documents Explore DocumentsBooks - FictionBooks - Non-fictionHealth & MedicineBrochures/CatalogsGovernment DocsHow-To Guides/ManualsMagazines/NewspapersRecipes/MenusSchool Work+ all categoriesFeaturedRecentPeopleAuthorsStudentsResearchersPublishersGovernment & NonprofitsBusinessesMusiciansArtists & DesignersTeachers+ all categoriesMost FollowedPopularPranay Moon We're using Facebook to personalize your experience.Learn More·DisableHomeMy DocumentsMy CollectionsMy ShelfView Public ProfileMessagesNotificationsSettingsHelpLog OutWelcome to Scribd - Where the world comes to read, discover, and share... We’re using Facebook to give you reading recommendations based on what your friends are sharing and the things you like. We ve also made it easy to connect with your friends: you are now following your Facebook friends who are on Scribd, and they are following you! In the future you can access your account using your Facebook login and password.Learn moreNo thanksSome of your friends are already on Scribd: 1First Page Previous Page Next Page / 45Sections not available Zoom Out Zoom In Fullscreen Exit FullscreenSelect View Mode View ModeSlideshowScroll Readcast Add a Comment Embed & Share Reading should be social! Post a message on your social networks to let others know what you re reading. Select the sites below and start sharing.Link accountReadcast this DocumentReadcast Complete!Click send to Readcast!edit preferencesSet your preferences for next time...Choose auto to readcast without being prompted.Pranay MoonPranay MoonLink accountAdvancedCancel Add a CommentSubmitshare:Characters: 400 Share & EmbedAdd to Collections Download this Document for FreeAuto-hide: on RURAL MARKETING ReferenceNew Perspective in Rural & Agricultural MarketingY RamkishenRural Marketing Book– Pradeep Kashap & Siddhartha RautCases In Rural Marketing– An Integrated ApproachCGS Krishnmacharyulu & Llith Ramkrishnan PROFILE OF RURAL MARKETRURAL CONSUMERMARKETING RESEARCHRURAL MARKET RESEARCHRURAL SEGMENTATION –TARGETING & POSITIONINGRURAL MARKETING STRATEGYRURAL PRODUCTRURAL PRICERURAL DISTRIBUTIONRURAL SALES FORCE MANAGEMENTRURAL COMMUNICATIONTOPICS What is RuralGovernment agencies like IRDA(Insurance RegulatoryAnd Development Agency andNCAER (National Councilfor applied Economic Research) define Rural as villageswith a population <5000 with 75% male population engagedIn agriculture etc”Concept of Rural from the perspective of marketing hasIndeed been dynamic.- gradually changed over the timesWas not India a so called Village/Rural for the world acouple of decades backCensusTowns are actually rural areas but satisfyThe following criteriaMinimum Population>=500075% of the mail population engaged inNon –agri activityRB1Location with population up to 10000Considered RuralSemi Urban 10000 to 100000NABARDAll locations upto a population of 10000Will be considered RuralSaharaAll locations having shops/establishments’Upto 10000 (not population related) areTreated as RuralLG Elect.The rural and semi urban area is definedAs all cities other than major metrosNABARDNational Bank for Agriculture & Rural Dev







money effort) onConsumption-related products. power Low awarenessCommunication. consumer goods oninstallment basis Reputed Companies helping in changing lifestyles – LeversBritania . Rural toRural Reasonsfor Going RuralSize of the marketLargely UntappedToo crowded Urban MarketIncome on therise/disposable incomeIncome from other thanagricultureIncome flow from urban/abroadBetter exposure . Primary Education. ITC Reliance etc Move to Rural Market …encouraging DataRural India buysSoft Drinks approx 45% of all soft drinksAlmost 50% motor cyclesApprox 55% of cigarettesHalf the total market for TV. a market research farm thatHas published a Guide to Indian Markets 2006Consumer durables in Indian Villages risen sharplyTV Sales up by 200%Motorcycle by 77%There are 3000 households in rural area that earn > 50 lakhsWe have come some way ahead – but there is a long way to go PROBLEMSINRURALMARKETINGLow per capita incomeLow disposable incomeInadequate fixed income(daily wages)Majority – depends on AgriculturalIncome Acute dependence on monsoon Consumption linked to harvestInfrastructure problemsRoads.blades.Videocon Media creating an impact-creating awareness levels Government Policies – White Revolution – Milk productsYellow Revolution (poultry and edible oils)Blue Revolution – Aqua culture Employment Schemes – JRY(Jawahar Rojgar Yojna. LG.toothpowder Coca Cola is growing over 35% in Rural areas compared toOver 22 % in UrbanAccording to Hasna Research .tea. Could be Urban to Rural: Rural to Urban.Population.salt.V Radio Video FilmsGenerally they have a lot of reservation/inhibitionrigid in their behaviour RURAL CONSUMER CLASS The Affluent Class The Middle Class The Poor RURAL CONSUMER BEHAVIORHow does an individual decide to spread hisAvailable resources (time. Credit card for farmers Waiver of Loans Initiatives by leading organization in spreading awarenessHindustan Levels Shakti.difficult & expensiveToo many languagesGeographic SpreadDigging for Diamond Urban & Rural Markets Per capita Income Disposable Income Literacy levels Infrastructure Communication Geographical Spread Customer has many choicesKey Differences Profile of the Rural Consumer Profile of the Rural Consumer>Low Literacy Level>Low Income Level>Massive Geographic SpreadUrban population concentrated 3200 cities townRural scattered over 630000 villages >Reference GroupHealth WorkersDoctorsTeachersPanchayat MembersRural Bank ManagersDistrict Managers Occupation – Principal FarmingTradingHandicraftsCattle & Poultry Farming>Media Habits Fond of music T.Small Industries Training. fertilizers. Honda. Exchange between rural and Urban is aFactor .mediaGreat success stories HLL 50% Colgate 50% LG 50% Asian Paints 60% Dabur 40% Videocon 40% Cadbury’s 25% Hero Hona 40%Sorce ORG Marg and FransisKanoi Points to Note with Regard to Rural Markets Extremely Diverse MarketVillages – Size.Fans. Spend on Health and Sanitation.IncomeLiteracy levels . Ruiral Electrification.bicyclesWashing soap.Spread.Dabur.PMRY.languages Urban Market – scope and saturation Flow of funds – from Urban National /International Literacy levels on the rise Media Penetration Encouraging Indicators/Initiatives for Rural Market Growth Scientific methods – major impetus to Production of food grains Export on the rise – Increase in agriculture and handicrafts Initiatives taken by banks for more branches and Kisancredit card to buy seeds.What is Rural MarketingDeveloping of the market in the area as defined as RuralHence it could be aptly said that it encompasses theActivities such as developing the process to meet thisObjective – Right product at the right price to the right peopleat the right time.pressure cooker.Medical and Health.That is – what they buywhy they buywhen they buywhere they buy ithow often they buy ithow often they use it Poor AspirantClimbersWell Off Very Rich Simple Model of Rural Consumer Behaviour Need RecognitionPre Purchase .awareness level.

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