Co-operative and Rural Markets

Group members :
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pÆ
 



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V
roduc
o
Ú rom
e s
rc
marke
  po
of vew,
e
marke
s
ruc
ure  V da s dco
omous
av  rural a d urba marke
s. Bu
ma 
do o
co cur w

s vew as
e
co
e d
a
co sumer everwere s a
co sumer a d e ce
er eeds,
aspra
o s, belefs a d a


udes wll also be

e same. Te fac
, owever, rema s
a


ere are cer
a u ue carac
ers
c
fea
ures wc call for separa
e marke
 
s
ra
ees
o be ds
 c
vel developed
o
su

e rural a d urba marke
beavour.

e aware ess level of urba co sumers s  a d e ce produc
fea
ures ave
o be ca ed of
e . compe

o s becom 
ou  urba marke
s compell  ma  frms
o  cur eav cos
s  promo
o al expe d
ure. excep
peraps for eas reac
e urba marke
s ave become as oass. Tus. Needless
o sa
s process eeds a ue  ves
me
wc wll ave a ea
ve mpac
o prof
abl
.Ú "eco dl. Trdl. .

V rece
ears. . as
e overall row
 of
e eco om as resul
ed 
o subs
a
al  crease 
e purcas  power of
e rural commu 
es. Tese fac
s are subs
a
a
ed  a s
ud of marke
row
 co duc
ed b varous researces. rural marke
s ave acured s fca ce  cou
res lke C a a d V da. Te po
e
al
 of rural marke
s s sad
o be lke a 'woke up sleep  a
'." fca ce of Rural Marke
s Ú Te rural marke
s are es
ma
ed
o be row  fas
l compared
o
e urba marke
s.

À umber of fac
ors ave bee reco ed as respo sble for
e rural marke
boom
o come 
o exs
e ce .

. "
a dard of lv  s also  creas   rural areas. 2. 3. À marked  crease 
e rural  come due
o arara prosper
. V creased co
ac
of rural people w

er urba cou
erpar
s due
o developme
of
ra spor
a d wde commu ca
o e
work. . Lare  flow of  ves
me
for rural developme
prorammes from over me
a d o
er sources. 5. V crease  popula
o a d e ce  crease  dema d. 4.

½a
makes rural marke
s a

rac
ve? .

LVC sold 55 % of 
s polces  rural V da.000 Crores . 50%  small
ow s/vllaes.22 lak ave a Vllae Publc Telepo e (VPT) .000 Crores . a Of
wo mllo B"NL moble co ec
o s.Durables Rs. a Of
e sx lak vllaes. 5.2 / 4 weelers Rs. 5. 65.Àr- pu
s ( cl. 45.MCG Rs.
rac
ors) Rs.000 Crores a V 200-02.a 42 mllo people a Es
ma
ed a ual se of
e rural marke
.000 Crores . 8.

Problems rela
ed
o rural marke
  Ú Bar
er ss
em .

Ú [ derdeveloped people a d marke
.

Ú Lack of proper pscal commu ca
o facl
es .

V adeua
e meda coverae for rural commu ca
o .

Ú Ma  la uaes a d dalec
s Ú O
er  flue c  fac
ors .

Ú Low rural l
era
ure.Te major weak ess a d calle es Ú Trad
o al m d o

o reac
ew m ds Ú Àrcul
ural  come mos
l  ves
ed  old or ame
s a d wedd s. Ú No
persuad  ew
 k  a d mproved produc
s. .

STRATEGIES ‰ Client and Location specific promotion ‰ Joint or co-operative promotion .

Ú { ndling of inp ts .

Ú uevelopmental marketing .

‰ Æedia .

‰ [niq e Selling Propositions ([SP) ‰ Extension Services .

‰ Ethics in { siness Ú Partnership for s stainability ‰ Selection of sales force .

.

Ex
e so E.. Parle- E Parle-G .

"ome
mes. To e cas
s. produc
s ave
o be specfcall developed
o mee

e eeds of rural marke
s. exs
  produc
s m
ave
o be modfed
o su

ese marke
s
oo accord l.Àdap
a
o "mall packs or sace
s Rural Produc
Developme
Te rural marke
s a fas
row  o e a d as a ue popula
o w
 a rea
level of dsposable  come. .

red a d blue. .Example Ú Ta
a sumo frs
 w
e a d
e
ur ed 
o ellow.

melas. c ema alls a d so o ca be used as ve ues
o promo
e bra ds. s
ree

ea
re ca also be used
o promo
e bra ds. Drec
Marke
  a d eve
s lke road sows. melas. flm sows. .V ova
o Ú LG·s CCTV amed ´"ampoor aµ Ú Rural a
er s lke
emple fes
vals.

LVC sold 50 perce
of 
s polces  rural V da b do  s
ree
plas .Example Ú V 2002 ² 2003.

ow do bra ds pos
o
emselves 
e Rural Marke
? Ú Coca Cola Co uered Rural V da Ú VCVCV Prude
al Lfe V sura ce .

Coca Cola p Àffordabl
 p Àccep
abl
 p Àvalabl
 . ÀAs of rural marke
 - 3 ÀA .

.5.Àffordabl
: Ú Te frs
´ÀA focuses o produc
prc  Ú Coca Cola lau ced a 200 ml bo

le for jus
Rs. a affordable amou
o
e pocke
s of
e rural aude ce.

000 melas ( fars ) eld a uall  varous par
s of
e cou
r. Te seres of Àmr Ka Àds o ll s
a
o ac
  lke a epal a d
ose  a Pu jab Å Yaara da Tasa A were a rea
success a d a mpor
a
aspec
focus  o accep
abl
.Àccep
abl
 : Ú Te adver
seme
w

e
a l e - 'Ta da Ma
lab Coca-Cola ' was
are
ed a
rural a d sem-urba co sumers. CCV also co ce
ra
ed o 4. Excep
TV ads.000 a

s (weekl marke
s) a d 25. .

Rural V da mea
reac  6.8.2. 
mea
e

  ds
rbu
ors
o
ravel 200 kms
o reac fve sops.263 suare kms. Te ds
rbu
ors also red rcksaws (ccle opera
ed va s)
a

ravelled
o vllaes dal. O
er par
. Te smaller ds
rbu
ors u der
ook fxed jour e pla s o a weekl bass. Ú Lare ds
rbu
ors (ubs) were appo
ed.000 vllaes spread over 32. a d
e were suppled from
e compa 's depo
 lare
ow s.Àvalabl
 : Ú Te
rd ÅÀA focused o s
re 
e   
s ds
rbu
o e
work
ere.
e ubs appo
ed smaller ds
rbu
ors ("pokes)  adjo   areas. .

.


.

.

 
   

.

 
.

 À
 
   .

  .

.bu
..

e w ds of ca e approac. sou d 
e drums of
omorrow..
oda oda .

wake up
o ew worl world d .

s
ar
a ew revolu
o . V our lves .

ca e
oda for a be

er
omorrow .

À ½se "a : {
.

 
{
 
{
  
{
À .

.

.Ú Bra ds jus
ave
o be vsble 
e r
place ma  bra ds are do  well w
ou
muc adver
s  suppor
³ Gad. s a example. a b de
ere
bra d  Nor
 V da.

RECENT TREND" VN R[RÀL MÀRKETVNG ) O l e Rural Marke
(V
er e
. Nc e
) 2) Produc
dffere
a
o 3) [se of
ec olo .

4) T k dffere
l ( eed based produc
o ) 5) "uppl Ca Ma aeme
6) Commu ca
e 
er la uae .

"ÀLE" PROMOTVONÀL "TRÀTEGVE" ["ED VN R[RÀL MÀRKET ) Dabur À"TRÀ 2) Brooke Bo d Lp
o V da L
d (BBLVL) 3) LL's ¶Opera
o Bara
· .

4) Plps V da L
d: 



  5) VTC Ma aldeep Àarba

 .

Te Promo
o Meda ) Newspaper 2) Televso 3) Rado 4) C ema .

"ome forms of adver
s  used  rural marke
) Ou
door Àdver
seme
2) arm
o arm / ouse
o ouse 3) Group Mee
  4) Op o Leaders .

) Te Melas 2) aa
s 3) Àudo Vsual Va .

Mela .

.

.

aa
.

oard s .

Bra ds Modes of Tra spor
.

{
 
 .

 .

CONCL["VON .