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Arunprabhakar Deepthi Dhanasheela Durai Gopinath

Objective of the field visit


To understand the lifestyle of the people in rural areas To know about how the FMCG players enter into the

rural markets To know about the fake products in the markets

About Kokilapuram
Kokilapuram is a village near by Chinnamanur, Theni

District Occupations Agriculture, Daily Wages Primary school, Higher Secondary Schools in Ravanpatti, Palayam, Theni & Kambam Hospital in palayam, 5 Kms away from the village Transport system Share Autos

Lifestyle of the people


Importance to education, cleanliness, hygiene
Brand awareness Own house and good infrastructure

TVs, Grinder & Refrigerator

Products
Toiletries Bathing Soap Washing Soap Washing Powder Shampoo Cosmetics Paste

Cooking Products Masala Salt Oil Milk Tea & Coffee powder Gas Cylinders

Distribution
Major FMCG companies like HUL, Procter & Gamble

have made their products available in the retail outlets. But still local products and fake products still available in the markets which are threat to the top MNCs. Companies like Cavinkare, ITC have good market share in these markets

Fake Products
But normally we find out many fake products with similar name to branded products. Eg. Polpenlibe Alpenlibe Special - Sprite Good Luck - Good Night coils Marantha - Miranda Daily Milk - Dairy Milk

Overall Learnings
The people have a good lifestyle, which is mainly due

to the influence who go to many tourist places such as Suruli falls, Veerapandi river, Kerala, etc via Kokilapuram The Advertisements and the Product Dealers plays a vital role in the introduction of New product varieties The people are having a good knowledge about the daily happenings through the means of T.V., Newspaper, Radio

Contd.
Many women are in SHGs Most of the People have bank accounts, mainly for

NREGA Most of the women too work in various forms such as in 100 day work; have petty shops, agricultural works, in constructions, having cattle/poultry/cows in their houses. The people there are very friendly and they are very happy to share their thoughts Their hospitality was too good and in some places it was very touchable

Entry of the companies


The companies, especially the FMCG companies enter

into the rural market through the dealer force The dealers will go the kirana/petty shops of the rural areas and give the products for sales. The dealers mostly collect the money only after the sales of the products. This is especially for the new products Advertisement play a vital role in rural marketing Also there are free gifts, t-shirts, banners given by the dealers to promote the sales

Problems
The people there shared many of their problems with

us, We dont have a hospital even for a first aid We dont have a school for our children The Public Distribution Centre is too bad. The centre will be opened for once or twice a week. Also the workers will sell the quality goods in black and because of that they didnt get many goods

Contd.
The pigs create a big mess in the farms & fields. There

are no preventive steps taken by the authorities in controlling that. The pigs destroy the banyan plantains, food crops, etc. It creates a big loss to the farmers

Interesting Things
Our team watched a Fight between Cocks in a house.

The family always participate in the cock fight that takes place in the surrounding places. It was a good experience

Contd.
We gone around the farms and saw many different

varieties of birds We saw many fake products which imitate the branded products. We came to know about a Lawyers family. The special thing in this is, Mr. Kandhasamy Devar (late) was worked as a lawyer in 1942, under the rule of Britishers

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