Topic-Indian Rural Marketing

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



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.



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.



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.



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.



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.



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.



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



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.



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.



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.



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.



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.



Documents

Topic-Indian Rural Marketing