go rural – the new mantra

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Post on 02-Dec-2014




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  • 1. Presented by ;Surya PrakashBhavesh Ameta Abhijeet

2. Gorural means how Indian company go forrural marketing as larger percentage ofIndian population lived in India There is greater opportunity for company ifthey go for rural marketing Rural marketing mean promotion of productand services which company offer in ruralarea. We discuss about the rural marketingstrategy of some Indian company 3. 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 4. Shakti 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. 5. HindustanUnilevers Shakti EntrepreneurialProgramme helps women in rural India set upsmall businesses as direct-to-consumerretailers. By 2010 the Shakti network aims to havereached 600 million consumers. Creating a crucial new distribution channelfor Unilever products in the large and fast-growing global market of low-spendingconsumers 6. Khushiyon ki Doli is a rural marketing initiativeof HUL. It was launched this year in three states Uttar Pradesh, Andhra Pradesh andMaharashtra. The main objective of the campaign is to reachout to media dark villages with HUL brandmessages and to engage with consumers deeplyto rapidly change brand adoption metrics , Khushiyon ki Doli also helps to create a costefficient rural activation module. It involvesvarious personal care and home care brands ofHUL including Wheel, SurfExcel, FAL, Sunsilk, Vim, Lifebuoy and Closeup 7. Type Public Founded 24 August 1910 Headquarters Kolkata, India Key people Yogesh Chander Deveshwar, ChairmanK. Vaidyanath, Director, Products CigarettesHotelsApparelTobaccoFoodsStationeryPersonal Care Revenue US$6 billion (2009) 8. E-Choupals ITCsunique strength in this business is theextensive backward linkages it hasestablished with the farmers. Thisnetworking with the farming community hasenabled ITC to build a highly cost effectiveprocurement system. 9. Choupal Saagar Following the success of the e-Choupal, theCompany launched Choupal Saagar, aphysical infrastructure hub that comprisescollection and storage facilities and a uniquerural hypermarket that offers multipleservices under one roof 10. Choupal Fresh,ITCs 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. 11. ASWE 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.