Rural marketing in India
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“India’s way is not Europe’s. India is not Calcutta and
Bombay. India Lives in its seven hundred thousand
Villages”
Mahatma Gandhi
70% of Indian Population .
56% of Indian Income
46% of Indian Expenditure
33%of Indian Saving
Rural India contributes…….
Rural India is all about agriculture .
Less than 50% of the population in agriculture.
Rural income is mainly come from agriculture thus uncertain
Only 41% of the rural income comes from agriculture
Rural growth is slow ,investment gives late results
Rural markets showed 25% of growth in consumer durables,
whereas urban markets showed only 8 to 10 % of growth.
Some Myth About Rural India
India
• Modern out look: Old custom s and traditional cultural values have faded
• Level of literacy: High level of literacy
• Communication and infrastructure facilities: All major facilities are available to the urban customer
• Higher per capita Income: 65% of gross domestic product produced is shared by 30% of population.
Bharat • Traditional out look: It values
old customs and traditions. Cultural values have not yet faded
• Level of literacy: Low level of literacy
• Communication and infrastructure facilities: Facilities like roads, warehouses, communication systems and financial facilities are inadequate in rural India which makes distribution costly .
• Low per capita Income: 35% of gross domestic product produced is shared by 70% of population.
How Is Rural Market Different From Urban
Market
Approaches to Rural Marketing
Rural
Marketing
Affordability
Availability
Awareness
Acceptability
Retailer
Packaging
Product, Price, Place Promotion
Rural Marketing Mix
Education Empowerment
Customization
Potential
Augmented
Expected
Basic
Core
Product level
Rural Consumer Demands
•Core •Basic •Expected(Sometime )
Urban Customer Demand
•Core •Basic •Expected •Augmented
Example: Shampoo
Brand
Model
Technology
Image
Budget
Consumer Behaviour
Budget
Warranty
After Sales Service
Brand Name
Model
Status Seeking Customer Budget Conscious Customer
Brand
Model
Technology
Image
Budget
Consumer Behaviour
Budget
Warranty
After Sales Service
Brand Name
Model
Status Seeking Customer Budget Conscious Customer
Rural Consumer
Aspiration Media Penetration
Infrastructure Deposable Income
What is Changing?
The pull of the market….
Realising the potential…..
Some brands which have done better in the
rural market than the urban market, for
example:
Brands fail in India, but are hit in
Bharat…
The Future is bright…..
HUL Project Shakti
Back
Yaara da tashan…..