Ruralmarketingppt 121129020244 Phpapp01
Ruralmarketingppt 121129020244 Phpapp01
Ruralmarketingppt 121129020244 Phpapp01
RURAL MARKETING
Rural marketing is a two-way marketing
process that includes the flow of good
and services from rural to urban areas
and the flow of goods and services from
urban to rural areas, as well as the flow
of goods and services within rural
areas.
Rural products
Rural products are the results of the
art of agriculture and allied activities.
In a narrow sense,rural products refer
to the products arising out of the
cultivation, namely various crops,
vegetables and fruits etc.
Availability
Total 6,38,000 villages in India; 742 million
Indians live in rural areas
HUL : strong distribution system to reach the
interiors of the rural market
Coca-Cola : evolved a hub-and-spoke distribution
model to reach villages
LG has set up 45 area offices and 59 rural /
remote area offices
Affordability
Low disposable income, daily wage earners attract small unit
packs.
Godrej : introduced three brands of Cinthol, Fair Glow &
Godrej in 50-gm. packs, priced at Rs 4-5 for MP, Bihar & UP
the so-called BIMARI states
HUL : launched soap brand Lifebuoy, at Rs. 2 for 50gm.
Coca-Cola : Introduced 200-ml glass bottle at Rs. 5. The
Sunfill, a powered soft-drink concentrate, sachet of 25gm
priced at Rs. 2
Acceptability
The third challenge is to gain acceptability for the product
or service
LG Electronics : developed customized television christened
it Sampoorna. It was a runway hit, selling 1,00,000 sets in
the very first year.
Coca-Cola : provides low-cost ice boxes, that is a tin box for
new outlets and a thermocole box for seasonal outlets
considering lack of electricity and the absence of
refrigerators in rural areas
Awareness
Only 41 percent of rural households have access to
televisionbuilding awareness
HUL : relies heavily on its own company-organized
media. These are promotional events organized by
stockists
Godrej Consumer Products : uses radio to reach the
local people in their own language
Coca-Cola : uses combination of television, cinema and
radio to reach 53.6 percent of rural households
LG Electronics : uses vans, local-language advertising
and road shows to reach rural customers
SHAKTI
Operation
JAGRUTI
Parachute
ASHA
in
BIJLI
SAMPOOR
NA
MAHASAN
GRAM
SAPNO KA
GHAR