topic-indian rural marketing
TRANSCRIPT
8/6/2019 Topic-Indian Rural Marketing
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TOPIC-INDIAN RURAL
MARKETING
NAME-SANGEETA KENI
ROLL NO. -15
SUBJECT-MARKETING
MANAGEMENT
PROF-RICHA SAXENA
8/6/2019 Topic-Indian Rural Marketing
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Rural Marketing An Overview
Trends indicate that the rural
markets are coming up in a big
way & growing twice as fast as
the urban.
There are as many middle
income & above households in
the rural areas as there are in
the urban areas.
The share of FMCG productsin the rural markets is 53%,
durables boasts of 60% market
Share by 2010.
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Rural Marketing An Overview
The number of middle
& high income households
in rural India is expected to
grow from 80 million to
111 million by the end of2009.
In urban India, the same
is expected to grow from
46 million to 59 million.
Thus, the absolute size of rural India is expected to be
double that of urban India.
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A Word Of Opportunity
The Indian rural market
with its vast size & demand
base offers great opportunities
to marketers.
2/3rd of countries consumers
live in rural areas & almost half
of the national income is
generated here.
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Features
Large & Diverse market:
It consists of over 63 crore
consumers from 5,70,000
villages spread throughout
the country. Major income from
Agriculture:
Nearly 60% of the rural
income is from agriculture.
Traditional Outlook:The rural consumer values old
customs & tradition. They do not prefer
changes.
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Challenges
Underdeveloped people:
Vast majorities of the rural
people are tradition bound
& believe in old customs,
traditions, habits.
Low levels of Literacy:
The literacy rate is low in
rural areas as compared to
urban areas. This becomesa problem of communication
for promotional purposes.
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Challenges
Different way of thinking:
The kind of choices of
brands that an urban
customer enjoys isdifferent from the choices
available to the rural
customers. The rural
customers has a fairly simple thinking as compared
to the urban counterpart.
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Cavinkare Pvt Ltd
The company offers quality
personal care for hair, skin,
home care & also food
Products.
Product ranges Chik shampoo
Nyle herbal shampoo
Meera badam shampoo
Indica hair colorant
Meera hair wash powder Karthika hair wash powder
Spinz talc & doedorants
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Steps towards Rural Marketing
Communication is the key when it comes tobuilding brand in rural areas.
Small sachet revolution in India.
In rural areas like South India, people used towash their hair with soap.
Live touch & feel demonstrations &
distribution of free sachets at fairs. Target audience- girls & women of rural &
semi urban population of India.
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Strategy
Since, soap usage was the
biggest barrier, people did not see
the need for using shampoo.
When a product exists specifically for hair, it should be used.
Finally, customers agreed that shampoo usage gavesoft & silky hair.
Advertisements shown in local prints & television.
The iconic chik girl in every chik shampoo commercial showcased the possibility of soft & manageable hair for the customers.
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They went to rural areas of South India where
people hardly used shampoo. They showed them how to use it.
They did live demonstration on a young boy &
asked those assembled to feel & smell his hair. They started giving one free chik shampoo
sachet in lieu of five chik shampoo sachets
only.
They sold shampoo in 50 paisa sachets at a
time when other shampoo sachets were
selling at Rs. 2.
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Next they planned chik
shampoo sponsored showsof Rajnikants films.
The shampoo sales went up
three to four times.
Soon, consumers started
asking for chik shampoo
sachets only.
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Conclusion
So the fact remains that the rural market in
India has great potential which is just waiting
to be tapped.
Its all about how the company approach the
market, take up the challenge of selling
products through innovative media design &
interactivity.