RURAL MARKETING

Group Members: Nishit Shah Sharan Shetty Harsh Sonpal Sneha Tejwani Jinal Vasa (112) Rohan Vora (114)

(81) (92) (103) (108)

EVOLUTION OF RURAL MARKETING

The glorious past(1940-1990) 1949- Asian Paints first entered 1960- HLL entered with Lifebuoy soap, dominates presence in more than 1 lakh villages, 1980- Nirma,Cavincare and Marico entered, Procter and Gamble also entered. The pulse of Present(1990-2000) 70% of rural population lies in villages 1% increase in purchasing power leads to increase of Rs 10,000 cores

EVOLUTION OF RURAL MARKETING

The Furious of Future(2000 onwards) The media explosion and satellite invasion have brought about drastic changes in the consuming habits of rural Indians and the future would hold a lot in store for companies entering rural markets.

Company

Kohinoor Condoms One of the leading brands in urban market. ttk Group (healthcare) Long Product Line

Location

Madhya Pradesh Especially Villages like:

Namli Hirapur Harrai Garoth Jiran Morar

Availability

Why Madhya Pradesh? (Namli, Hirapur, Harrai, Garoth etc.) Sales of condoms in rural Percentage of condoms sale in rural Local Retailers Medical Shops

Affordability

Price Range (10-250) Pack of 2 Available Low Price

Acceptability

Acceptance one of the Major Challenges. Product Acceptance How will the Product Benefit New Product (Suraksha)

Awareness

Mass Media reaches only 57% of Rural Population. Fairs and Festivals Haats Cinema Vans

Awareness

Opinion Leaders Wall Painting Government Org. & NGOs. Hospitals and Medical Shops.

Situational Analysis

Company Competition Customer Collaborators Climate

Company

Position - Established Player in Urban Market Performance - Strong Player Product Line Wide Range of Product in Urban Market. Rural Market: Coming with Atleast 10 different Products. Price range from 10-250 rupees.

Competitors

Kamasutra Durex HLL All are established in Urban Markets.

Customers

Needs of the customers Awareness Channel to reach customers

Collaborators

Distributors Partners

Climate

Political (Govt. help) Economical (Suit All Income Group) Social (Trend of the Society) Technological

Segmentation

Indian rural market is a large market

Approximately 75% of Indians population resides around 6,38,365 villages of India.

41% of Indians middle class resides in rural areas.

About 285 millions live in urban India where as 742 millions reside in rural areas. The No. of middle income & high income households in rural India is expected to grow from 46 millions to 59 millions. Size of rural market is estimated to be 42 millions household and rural market has been going at 5 times the growth of the urban market.

Facts, rural market accounts for

54% of all Indian FMCG sales. 59% of durables (home appliances,electronics, furniture, toys etc) 100% of agri-input sales includingtractors. 10% - 50% of two wheeler and fourwheeler sales.

Geographic

Region wise Village size Density Climate

Demographic

Age Family Size Gender Income Occupation Education Caste

Psychographic

Lifestyles Rigid, changing attitude Imitating urban people Personality Authoritarian. Ambitious.

Behavioral

Loyalty in Brand Cost effectiveness

So our segment would be

People with medium & lower income group residing in indian villages

And our target would be

Men from age group 18+ Women from age group 18+ Location : Indian villages This also includes the illetrate villagers who are not aware of the usage of condoms

Positioning
Know your target audience well Identify the product features Unique selling propositions Know your competitors Ways to promote brand Maintain the position of the brand

Differentiation
Product Differentiation Service Differentiation Personnel Differentiation Channel Differentiation

EXPLORE THE RURAL MARKETS DO NOT EXPLOIT THEM.

THANK YOU