Premium Essay

Rural Marketing: a New Way to Tap the Rural Consumers in Present Scenario

In: Business and Management

Submitted By rajesh3040
Words 4107
Pages 17
A Research paper
Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Name of Authors:- *Mr. Rajesh Rathore Research Scholar , Maharaja College of Management, Udaipur, Rajasthan

Corresponding Address:- Maharaja College of Management
Maharaja Educational Campus,
N.H.76, Airport Road, Debari,
Udaipur (Rajasthan) – 313024

E-mail:- Mobile No:- 07597868902

Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario
*Mr. Rajesh Rathore Indian rural market consists of more than 740 million consumers and has wide potential for expansion. According to Census 2001, 73% of Indian population is living in rural areas. Though over the last three decades there has been a marginal reduction in the rural population expressed as a percentage of total population, there has been a steady growth in rural population in terms of absolute numbers and it has reached 74 crores. After the 1991 economic reforms there have been many changes in the socio, economic, political and cultural outlook of India. The rural India is providing a large consumer base to the marketers to market their products. This paper highlights the challenges of marketing communication for rural Indian consumers.
Over the past few years rural India has witnessed an increase in the buying power of consumers, accompanied by their desire to upgrade their standard of living. Host of projects, such as NREGA, ITC's echaupal, HLL's project Shakti, retail hubs like Kisan Sansar (Tata), Haryali Kisan Bazar (DMC), both from the government and the private companies, have changed the rules of the marketing game in rural India. The paper discusses the profile of the rural Indian…...

Similar Documents

Premium Essay


...A REPORT ON EXPANDING THE DISTRIBUTION NETWORK IN RURAL AND UNTAPPED MARKET OF DELHI IN DABUR INDIA LIMITED By KunalKapoor 11BSPHH010422 IBS, Hyderabad Summer Internship Report Page 1 A PROJECT REPORT ON EXPANDING THE DISTRIBUTION NETWORK IN RURAL AND UNTAPPED MARKET OF DELHI By KunalKapoor (11BSPHH010422) A Report submitted in partial fulfillment of the requirements of MBA program of IBS, Hyderabad Submitted To: Mr. TanmayThaker Regional Sales Manager DABUR INDIA (Company Guide) & Mr. Raja shekhar Reddy IBS, HYDERABAD (Faculty Guide) In DABUR INDIA Summer Internship Report Page 2 INTERNSHIP CERTIFICATE Summer Internship Report Page 3 AUTHORIZATION The project report titled as “expanding the distribution network in rural and untapped market of Delhi” has been authorized by DABUR INDIA LTD as a part of the evaluation for Summer Internship Program. The project has been submitted as a partial fulfillment of the requirement of Masters of Business Administration (MBA) program of IBS, Hyderabad. Submitted By: KunalKapoor (11BSPHH010422) Submitted To: Mr. TanmayThaker Regional Sales Manager DABUR INDIA Mr. Raja Shekhar Reddy Faculty Guide IBS, Hyderabad Summer Internship Report Page 4 ACKNOWLEDGEMENT Summer Internship Program(SIP) aims to provide every student with an opportunity to apply theoretical concepts to the real business scenarios. The wealth of knowledge and experiences shared by all involved in completion of......

Words: 8445 - Pages: 34

Premium Essay

Business Strategy

...Also, the Automobile industry has strong backward and forward linkages and hence provides employment to a large section of the population. Thus the role of Automobile Industry is very essential in Indian economy. * With the Budget living up to the expectations in terms of the government's thrust on infrastructure development, the domestic automobile industry is expected to see an increase in demand, especially for small cars. * Similarly, easy lending to the rural sector by public sector banks is also likely to drive a demand-led growth for the commercial vehicle segment. Analysts say the auto industry has the potential to register steady growth in the medium term, as the government appears to be committed to infrastructure spending, more than ever before. * Going ahead, softer interest rates and government thrust on developing infrastructure and economic growth will ensure that auto is on the fast lane. Auto companies, confident of growth, are investing in capacity creation and new products. * New international players are clamoring to enter the market to participate in this growth. Another worry is oil prices, which are still boiling. Upward pressure on oil prices and interest rates are areas of concern. Competitive pressures in the auto industry as well as certain commodity prices will also contain margins going forward. A. Macro analysis of Indian Automobile Sector 1. PESTEL Analysis I. Political and Legal Factors a) Factors Boosting the......

Words: 7540 - Pages: 31

Premium Essay

Retailing in Rural Market

...b y : S o u th As i a n Aca d e m i c Re s ea r ch J o u rn a l s SAJMMR: South Asian Journal of Marketing & Management Research RURAL RETAIL REVOLUTION: THE RISE OF RURAL MARKET ASHISH GUPTA* *Research Scholar, School of management Studies, Motilal Nehru National Institute of Technology, Allahabad, India. ABSTRACT “The future lies with those companies who see the poor as their customers." C. K. Prahalad Strategic Guru Rural India is characterized by low per capita income, low productivity, low literacy and low rate of industrialization along with absence of basic amenities. The unprivileged class is set back by a lack of educational opportunities that could empower them to confidently pursue economic progress and overcome the debilitating effects of low literacy and rigid social hierarchies. The Indian rural retail opportunity is currently estimated to be in excess of Rs. 1400 billion (approximately US$34 billion). The figure is likely to touch Rs. 1800 billion (approximately US$ 43 billion) in 2010 and go up to Rs. 2400 billion (approximately US$ 58 billion) by 2015, according to CII - YES BANK Study on the Rural Retail Sector15. India’s rural markets are growing at double the rate of urban markets. The retail revolution is going to act as a catalyst. So, the new concept that is hitting the market today is the "Rural Retailing". KEYWORDS: Rural India, Rural retail, rural market, Retail revolution, Kirana stores.......

Words: 7474 - Pages: 30

Premium Essay


... “RURAL MARKETING” Executive Summary A debate continued for a long time amongst the Indian marketers, both practitioners & academicians, on the justification for the existence of the distinct discipline of rural marketing. Consequently, two schools of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in rural areas. However, the second school saw a clear distinction between urban & rural India, & suggested a different approach, skills, tools & strategies to be successful in rural markets. What differentiates the two markets is not mere income, but a host of other infrastructural & socio-cultural factors. Thus, the rural market cannot be tapped successfully with an urban marketing mindset & would definitely require its thorough understanding. In other words, the approach toward rural markets needs to be distinct from the one adopted for the urban markets. Thus, in a large rural economy like India’s, rural marketing has emerged as an important & distinct internal sub-division within the marketing discipline. This sub-division clearly highlights the differences between rural marketing & mainstream marketing. Table of contents 1) Rural marketing 3 2) Evolution of rural marketing 4 3) Nature of rural market 8 4) Rural marketing transactional or developmental 9 5)......

Words: 20101 - Pages: 81

Premium Essay

Business Plan

...Colgate Mazbooth Daath rakhe surakshith The Colgate Rural Initiative, targeted at rural areas with a population between thirty and a hundred thousand people, aimed at disseminating information and spreading the message of oral hygiene to children and their families in schools and rural centres. To this effect, Colgate conducted dental check ups in along with various activities at schools. The dental check up camps were supervised by teams of dentists and organisers who interacted with over 1 lakh people teaching them the benefits of oral hygiene. Children were targeted through “infotainment” – activities that included interactive activities like essay writing and painting competitions centred around the “Spread a Smile” theme. Colgate, a company also tied up with ITC E-Choupal and Rotary to spread the message of dental care and oral hygiene to villages across India. The campaign successfully targeted over 156 villages in Uttar Pradesh in association with Project Disha and 36 villages in Maharashtra. In addition, dental camps were also conducted in the Dussera Mela at Kota. Dental checkups and school activities have succeeded in spreading the message of 'Zero Tooth Decay' to children and adults in around 433 villages and towns, bringing a brighter, bigger smile to rural India. This grass root initiative went a long way in helping Colgate touch base with consumers in the interiors.   Abstract Promotion of brands in rural markets requires the special measures. Due to......

Words: 4450 - Pages: 18

Premium Essay


...INDIA: THE PARADIGM SHIFT Meenakshi Bawa Lecturer, Department of Economics, M.E.S. College of Arts & Commerce, Zuarinagar, Goa The rapidly growing economic scene, the political attitude, cultural patterns, social values and rapid development in the Information Technology sector have brought about a significant transformation in the lifestyles in the urban and rural areas of our economy. These changes have introduced an element of uncertainty in the possible developments in all sectors; at the same time, the insurance sector also cannot remain untouched. In the present era of globalization, insurance companies face a dynamic global business environment. Radical changes are taking place due to the internationalization of activities, the appearance of new risks, new types of covers to match these new risk situations and innovative ideas on customer service. The low growth rates in developed markets, changing customer needs and the highly uncertain economic conditions in the developing world have been exerting pressure on insurers’ resources while testing their ability to survive. The globalization process has opened up new service markets to provide developing nations with opportunities for the expansion of trade and economic growth. Insurance has always been a politically sensitive subject in India. In fact, until 2000, the insurance industry was a government monopoly. But thereafter it has been experiencing cutthroat competition with the entry of many foreign players in......

Words: 3631 - Pages: 15

Free Essay

E-Volution: Technology as a Driver of Rural Retail in India – a Case of Itc’s Foray Into the Rural Market.

...E-VOLUTION: TECHNOLOGY AS A DRIVER OF RURAL RETAIL IN INDIA – A CASE OF ITC’S FORAY INTO THE RURAL MARKET. | Ms Smita Singh, Research Scholar, Department of Business Administration, University of Lucknow, Lucknow(M) 098395-01035e-mail: | Ms. Smita Singh Ms. Singh is a visiting faculty at Institute of Management Sciences, University of Lucknow and Distance Learning Centre for Punjab Technical University. She has been associated with academics for the past 2½ years and is enrolled for PhD research at the Department of Business Administration, University of Lucknow. She has worked with Wigan and Leigh College, Lucknow as Programme Manager and Academic Head, Management. A NTSE (NCERT) and HRD Ministry scholarship holder, she has qualified SLET in Anthropology. With over 8 years of industry experience, her current affiliation as Human Resource Consultant is with the Lucknow based project centre of Johns Hopkins University of Public Health and Hygiene, which she earlier served for 4 years as Manager HR and Research Associate. DECLARATION I hereby declare that the paper/case is original and is authored by me. The paper/case has not been published elsewhere ABSTRACT E-VOLUTION: TECHNOLOGY AS A DRIVER OF RURAL RETAIL IN INDIA – A CASE OF ITC’S FORAY INTO THE RURAL MARKET. 70 % of India's population lives in rural areas in its 627000......

Words: 6685 - Pages: 27

Premium Essay


...plays a very important role when industry is very competitive and consumers are provided with almost similar products. Before devising a competitive strategy, one needs to evaluate all strengths, weaknesses, opportunities, threats in the industry and then go ahead which would give one a competitive advantage. According to Michael Porter, competitive strategy is devised into 4 types: 1. Cost Leadership Here, the objective of the firm is to become the lowest cost producer in the industry and is achieved by producing in large scale which enables the firm to attain economies of scale. High capacity utilization, good bargaining power, high technology implementation are some of factors necessary to achieve cost leadership. E.g. Micromax mobile phones 2. Differentiation leadership Under this strategy, firm maintains unique features of its products in the market thus creating a differentiating factor. With this differentiation leadership, firms target to achieve market leadership. And firms charge a premium price for the products (due to high value added features) Superior brand and quality, major distribution channels, consistent promotional support etc. are the attributes of such products. E.g. BMW, Apple 3. Cost focus Under this strategy, firm concentrates on specific market segments and keeps its products low priced in those segments. Such strategy helps firm to satisfy sufficient consumers and gain popularity. E.g. Sonata watches concentrates on lower......

Words: 6054 - Pages: 25

Premium Essay


...detergent products in rural markets. Indian Rural Market: Brief Overview Rural markets have emerged as an important growth engine in the Indian consumption story. With about 70 per cent of the Indian population residing in the hinterlands, rural markets seem to be a significant opportunity for business conglomerates. Rural spending was significantly higher at Rs 3, 75, 000 crore (US$ 69.44 billion) than urban consumption at Rs 2, 99, 400 crore (US$ 55.44 billion) between 2009-10 and 2011-12; wherein rural consumption per person outpaced its urban counterpart by 2 per cent, according to a study by CRISIL and preliminary data released for 2011-12 by the National Sample Survey Organisation (NSSO). Rural penetration of major durables has seen a significant up-surge. For instance, TV penetration has moved from around 31 per cent in 2007 to 39.8 per cent in 2010 while motorcycles/scooter penetration increased from 9.5 per cent to 13.9 per cent in the same period. Around 75 per cent of the sales in fast moving consumer goods (FMCG) and consumer durables sectors are accounted by Indian rural markets. Industry experts are already saying that rural India is not only shining, but also is the new driver of growth for the Indian economy. Key Investments/ Developments Seeing a significant business opportunity in India' numerous districts, villages and semi-urban areas, marketers are laying intense focus to device strategies to attract consumers......

Words: 3965 - Pages: 16

Free Essay

Current Business Issues

...Companies can Make Fortune at the Bottom of the Pyramid Rajesh N. Kumar James Cook University Table of Contents Executive Summary 3 Background 4 Introduction 4 What is the BoP Strategy 6 What is the Driver for MNCs to Focus on BoP Market 9 Is There a Buying Potential at the BoP 9 Behavior of Consumers in Asian Market 10 Sector With Highest Potential of Business in BoP Market 11 Recommendation 12 How to Approach the BoP Community - Innovation 14 Implement Innovative Approach to tap BoP Market 15 References 16 Appendix A 17 Appendix B 18 Executive Summary This report explores published journals, blogs and books around The Bottom of the Pyramid (BoP) being the breakthrough in the Strategy for businesses across segment and analyse what steps would lead to success through the journey of business around the 4 billion population existing in the bottom of the pyramid layer. Methods of analysis include statistical and market trend, and ratios of performance. Main area of focus is Asian market through the report as they account to 3/4th of the population residing in the bottom of the Pyramid, given the uniqueness of this region around culture, market behavior, people mentality and social dynamics. Gaining that knowledge would become important to have a break through into this market and ensure it’s a sustainable......

Words: 4255 - Pages: 18

Premium Essay

Organised Retail Organized Retail in the Rural Markets in India 1 Surajit Dey, 2Dr. Sameena Rafat, 3Puja Agarwal 1 (Research Scholar, Department of management, CMJ University, India) 2 (Asst. Professor, IIPM, Lucknow , India) 3 (Management Faculty, Wisdom School of Management, India Abstract: Retail is a buzz word in today’s changing business environment. Different industrial sectors are in the phase of transition from conventional business models to innovative, market driven and consumer centric models. In India retail is not a new word, however the emerging formats of retailing are changing the entire scenario and posing tough challenges in front of Indian retailers. They are now designing customized retail products and services and targeting the untapped segment of the market. Presently, nearly 60% of the population resides in rural India and their retail requirements are partially met by the unorganized retail stores. This study is an attempt to explore the potential of rural retail market of India, accessing their needs for products and brands. The study also aims at developing a business model for the rural retail market in India. I. Introduction: Today Indian consumers are becoming very unpredictable. The consumer today, is richer, younger, eager to accept changes and more aspirational in his/her needs than ever before. This Statement is not confined to urban India but also applicable to rural India. A range of modern retailers......

Words: 5765 - Pages: 24

Premium Essay

Marketing Report

...Marketing Research Project Modern retails in India - Trends, issues and future GROUP - 4 Divya Katoch Gaurav Bhola Hanuman Sharan Hemant Meena HimaSindhu Karthik Junnuri F - 099 F 101 F 102 F 103 F 105 F 108 Page 1 Marketing Research Project ACKNOWLEDGEMENT We sincerely express our gratitude to Mr. Hemang Dangi for his constant guidance throughout the project. We also want to thank all the respondents of our survey for spending their valuable time in filling out the survey. Yours sincerely, Group 4 MBA- 1st Year Section B Page 2 Marketing Research Project Table of Contents 1.Title page ................................................................................................................................1 2.Acknowledgement ..................................................................................................................2 3.Index/ Table of content ..........................................................................................................3 4.Abstract ..................................................................................................................................4 5.Introduction ............................................................................................................................5 6.Review of literature .............................................................................................................. 10 7. Research methodology ...................................

Words: 5113 - Pages: 21

Premium Essay

Internship Report- Coca Cola Minute Maid 100% Juice Launch

...of the award of any degree, diploma awarded by any institution/ university. Place: Bangalore Date: Mrs.Phinu Jose Contents: 1) Preface 2) Introduction 3) Objective of studying the organization 4) Industry Scenario and Company Profile 5) History of Coca-Cola 6) Marketing Strategy of Coca-Cola 7) Distribution System of Coca-Cola 8) Sales Promotion techniques used by the Company 9) SWOT Analysis 10) Mission, Vision and Values Statement 11) Product Profile of Coca-Cola 12) Organizational Structure 13) Research Methodology 14) Data Analysis and Interpretations 15) Suggestions and Recommendations 16) Limitations 17) Conclusion 18) Bibliography List of tables: 1) Competition in the Fruit juice market Table 1 2) Experience of Retailers in FMCG sector “ 2 3) Availability of juices in stores “ 3 4) Best Selling Juices “ 4 5) Flavour preference of Consumers “ 5 6) Basis of Juice selection “ 6 7) Willingness to pay higher price “ 7 8) Brand Consciousness ......

Words: 8919 - Pages: 36

Premium Essay

Hindusthan Uniliver Limited

...who guided, instructed and encouraged me. I would also like to acknowledge the assistance and encouragement of the various professionals and persons whom I visited for sharing their insight and experience with me and also sincere thanks to my family and friends for supporting me throughout the completion of this project. Index 4 Hindustan Unilever limited All about Branding Strategies adopted by HUL Umbrella branding Branding procedure Branding in Rural Market Case study 01 04 07 10 14 33 42 5 The Hindustan Unilever Limited INTRODUCTION: Hindustan Unilever Limited has traditionally been a company, which incorporates latest technology in all its operations. The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now has facilities in Mumbai and Bangalore. HURC and the Global Technology Centers in India have over 200 highly qualified scientists and technologists, many with postdoctoral experience acquired in the US and Europe. Hindustan Unilever Limited is India’s largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. Hindustan Unilever Limited is also one of the country’s largest exporters; it has been recognized as a Golden Super Star Trading House by the Government of India. The mission that inspires Hindustan Unilever Limited’s over 15,000 employees, including over 1,300 managers, is to “add vitality to life.” HUL......

Words: 11308 - Pages: 46

Premium Essay

Marketing Strategies

...2231-4172 MARKETING STRATEGIES OF GLOBAL BRANDS IN INDIAN MARKETS Dr. Girish Taneja, Associate Professor, Head of Department, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India Neeraj Gupta, Lecturer, School of Business, Faculty of Business & Applied Arts, Lovely Professional University, Phagwara, Punjab, India. Rajan Girdhar, Research Fellow, Faculty of Business & applied Arts, Lovely Professional University, Phagwara, Punjab, India. ABSTRACT With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the market characteristics but there are a few of them who have been successful in positioning their brands into the Indian market because they attempt to understand well the needs of target group before introducing a brand into the market. Even some of the most successful brands in today’s time had committed several blunders or mistake while initially entering into Indian market. For instance, Kellogg’s, McDonald’s, LG, Reebok and Coca-Cola are among such global brands who initially introduced standard products by following standardized global strategies but later realized their mistakes and thus modified their product or services according to the needs of Indian consumers and became......

Words: 5782 - Pages: 24