GO RURAL – THE NEW

MANTRAPresented by ;

Surya Prakash Bhavesh Ameta

Abhijeet

INTRODUCTION Go rural means how Indian company go

for rural marketing as larger percentage of Indian population lived in India

There is greater opportunity for company if they go for rural marketing

Rural marketing mean promotion of product and services which company offer in rural area.

We discuss about the rural marketing strategy of some Indian company

HINDUSTAN UNILIVER Hindustan Unilever Limited Type Public company BSE: 50066 Industry Fast Moving Consumer Goods FMCG) Founded 1933 Headquarters Mumbai, India Key people Harish Manwani (Chairman), Nitin Paranjpe (CEO and Managing

Director) Products Home & Personal Care, Food & Beverages Revenue 17,523.80 crore (US$ 3.98 billion) (2009-2010) [1]

Employees Over 65,000 direct & indirect employees

RURAL MARKETING STRATEGYShakti Programme HUL identifies underprivileged women

in villages and these women are trained to become Shakti Entrepreneurs (SEs) i.e. distributors of HUL products in villages to earn a sustainable income through this business.

From 17 SEs in 1 state in 2001 to more than 45,000 SEs in 2008, Shakti has indeed come a long way in impacting lives in rural India.

CONT… Hindustan Unilever's Shakti

Entrepreneurial Programme helps women in rural India set up small businesses as direct-to-consumer retailers.

By 2010 the Shakti network aims to have reached 600 million consumers.

Creating a crucial new distribution channel for Unilever products in the large and fast-growing global market of low-spending consumers

MULTI-BRAND RURAL ACTIVATION PROGRAMME “Khushiyon ki Doli” is a rural marketing

initiative of HUL. It was launched this year in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra.

The main objective of the campaign is to reach out to media dark villages with HUL brand messages and to engage with consumers deeply to rapidly change brand adoption metrics

, Khushiyon ki Doli also helps to create a cost efficient rural activation module. It involves various personal care and home care brands of HUL including Wheel, Surf Excel, FAL, Sunsilk, Vim, Lifebuoy and Closeup

I.T.C INDIA Type Public Founded 24 August 1910 Headquarters Kolkata, India Key people Yogesh Chander Deveshwar, Chairman

K. Vaidyanath, Director, Products Cigarettes

HotelsApparelTobaccoFoodsStationeryPersonal Care

Revenue US$6 billion (2009)

RURAL MARKETING STRATEGY E-Choupals ITC's unique strength in this business is

the extensive backward linkages it has established with the farmers. This networking with the farming community has enabled ITC to build a highly cost effective procurement system.

CONT… Choupal Saagar Following the success of the e-Choupal,

the Company launched Choupal Saagar, a physical infrastructure hub that comprises collection and storage facilities and a unique rural hypermarket that offers multiple services under one roof

CONT…. Choupal Fresh,

ITC's fresh food wholesale and retail initiative, leverages its extensive backward linkages with farmers and supply chain efficiencies. It focuses on stocking fresh horticulture produce like fresh fruits and vegetables. Five Choupal Fresh retail stores are currently operational at Hyderabad.

CONCLUSION AS WE SEE THAT MANY INDIAN

COMPANY TAKE INTEREST IN BEING RURAL AND APPLY MANY STRATEGY TO ATTRACT RURAL CUSTOMER BECAUSE IT CREATE AN OPPOURTINTY TO EXPAND ITS BUSINESS , GENERATE REVENUE, AND ALSO WITH ‘GO RURAL’ CONCEPT THEY HAVE OPPOURTINTY TO CREATE EMPLOYMENT AND ALSO GO FOR CORPORATE SOCIAL RESPONSIBILITY.