logging in or signing up Session I - Rural Marketing khyatamsneha Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2360 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: February 25, 2010 This Presentation is Public Favorites: 3 Presentation Description No description available. Comments Posting comment... By: chaubeyg (15 month(s) ago) sir plz send me a copy of rural mkt ppt Saving..... Post Reply Close Saving..... Edit Comment Close By: anamikasanvi (16 month(s) ago) plz provide me this type of good ppt on rural marketing plz Saving..... Post Reply Close Saving..... Edit Comment Close By: anamikasanvi (16 month(s) ago) this presentation (introduction to rural marketing)is excellent.plz mail mail it me.my email id is-anamika143style@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: shubhroleena (17 month(s) ago) Please mail this presentation. Shubhro Banerjee Saving..... Post Reply Close By: khyatamsneha (17 month(s) ago) whts ur email id? Saving..... Edit Comment Close By: shubhroleena (17 month(s) ago) Please mail this presentation. Shubhro Banerjee Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Introduction to Rural Marketing : Introduction to Rural Marketing Session – I Xavier Institute of Management, Bhubaneswar Why should we do this course? : Why should we do this course? Agriculture’s share in GDP is going down, but, India still lives in her villages Urban markets are crowded and saturated The understanding of “rural” is diffused and sometimes confusing Is “rural marketing” different from “urban marketing” ? Session Coverage : Session Coverage Rural India – Some definitional issues Phases/ stages in rural marketing Scope of rural marketing How is rural India changing? Schools of thought- Approaches to Rural Markets Strategic Issues & Directions in rural marketing Defining Rural India : Defining Rural India Cont’d : Cont’d Source: The Rural Marketing Book- Text & Practice, Kashyap. P and Raut. S ( 2007) Defining Rural Marketing : Defining Rural Marketing Phases in Rural Marketing : Phases in Rural Marketing Cont’d : Cont’d Scope of Rural Marketing : Scope of Rural Marketing Keenly debated topic Definitions based on organisational/ institutional vision, mission & goals Need for a comprehensive and modular understanding Rural Marketing is a “ work in progress” Multi – disciplinary approach is necessary for sharper understanding Domain of Rural Marketing : Domain of Rural Marketing To Rural Urban From Rural Urban Source: M. Jha, Rural Marketing- Some Conceptual Issues, EPW, 1988 Scope of Rural Marketing : Scope of Rural Marketing Changes in Rural India : Changes in Rural India Diverse change levers in rural India The “ pull of the cities & towns” – migration and its side effects Effect of government programmes Civil society interventions Natural & manmade disasters Slow but sure change Transitions In Rural India : Transitions In Rural India Food Grain Crops On land activities Farm Activities Non –food, cash crops Livestock & fisheries Manufacturing & services Rural Employment Patterns( Male) : Rural Employment Patterns( Male) Source: NSSO data, Mckinsey Global Institute Study, 2004-05 Rural India – Population Trends : Rural India – Population Trends Cont’d : Cont’d The joint family system is being replaced by the nuclear family system The occupational pattern shows a predominance of cultivators and wage earners Cultivators( 40.86 %) and Wage Earners( 35.28 %) according to NCAER studies (2002) Rural Settlement & Habitation Trends : Rural Settlement & Habitation Trends Key findings from 2001 census Population density 253/ sq kilometer and total number of villages is 638, 588 Villages having less than 500 population are falling Villages having 2000 + population most prosperous What are the implications of these trends? Cont’d : Cont’d Size of villages/ habitations are changing Role & influence of towns is changing Social interaction is a mix of rural and urban Let’s look at some key trends in detail Rural Income Trends : Rural Income Trends Source: National Council for Applied Economic Research, 2000 Rural Marketing- Schools of Thought : Rural Marketing- Schools of Thought Determinist School Activist School What is the right approach? Dependent on level of market development, stage in the PLC and access to resources Amul & ITC prominent examples No water-tight compartmentalisation Strategic Issues & Directions in Rural Marketing : Strategic Issues & Directions in Rural Marketing Evolutionary Vs revolutionary changes in rural markets Role of state & market forces ICT based interventions Partnership innovations Developmental role of rural marketing Scalability & replication of rural marketing programmes ICT in Rural Markets : ICT in Rural Markets Close of Session : Close of Session Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Session I - Rural Marketing khyatamsneha Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2360 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: February 25, 2010 This Presentation is Public Favorites: 3 Presentation Description No description available. Comments Posting comment... By: chaubeyg (15 month(s) ago) sir plz send me a copy of rural mkt ppt Saving..... Post Reply Close Saving..... Edit Comment Close By: anamikasanvi (16 month(s) ago) plz provide me this type of good ppt on rural marketing plz Saving..... Post Reply Close Saving..... Edit Comment Close By: anamikasanvi (16 month(s) ago) this presentation (introduction to rural marketing)is excellent.plz mail mail it me.my email id is-anamika143style@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: shubhroleena (17 month(s) ago) Please mail this presentation. Shubhro Banerjee Saving..... Post Reply Close By: khyatamsneha (17 month(s) ago) whts ur email id? Saving..... Edit Comment Close By: shubhroleena (17 month(s) ago) Please mail this presentation. Shubhro Banerjee Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Introduction to Rural Marketing : Introduction to Rural Marketing Session – I Xavier Institute of Management, Bhubaneswar Why should we do this course? : Why should we do this course? Agriculture’s share in GDP is going down, but, India still lives in her villages Urban markets are crowded and saturated The understanding of “rural” is diffused and sometimes confusing Is “rural marketing” different from “urban marketing” ? Session Coverage : Session Coverage Rural India – Some definitional issues Phases/ stages in rural marketing Scope of rural marketing How is rural India changing? Schools of thought- Approaches to Rural Markets Strategic Issues & Directions in rural marketing Defining Rural India : Defining Rural India Cont’d : Cont’d Source: The Rural Marketing Book- Text & Practice, Kashyap. P and Raut. S ( 2007) Defining Rural Marketing : Defining Rural Marketing Phases in Rural Marketing : Phases in Rural Marketing Cont’d : Cont’d Scope of Rural Marketing : Scope of Rural Marketing Keenly debated topic Definitions based on organisational/ institutional vision, mission & goals Need for a comprehensive and modular understanding Rural Marketing is a “ work in progress” Multi – disciplinary approach is necessary for sharper understanding Domain of Rural Marketing : Domain of Rural Marketing To Rural Urban From Rural Urban Source: M. Jha, Rural Marketing- Some Conceptual Issues, EPW, 1988 Scope of Rural Marketing : Scope of Rural Marketing Changes in Rural India : Changes in Rural India Diverse change levers in rural India The “ pull of the cities & towns” – migration and its side effects Effect of government programmes Civil society interventions Natural & manmade disasters Slow but sure change Transitions In Rural India : Transitions In Rural India Food Grain Crops On land activities Farm Activities Non –food, cash crops Livestock & fisheries Manufacturing & services Rural Employment Patterns( Male) : Rural Employment Patterns( Male) Source: NSSO data, Mckinsey Global Institute Study, 2004-05 Rural India – Population Trends : Rural India – Population Trends Cont’d : Cont’d The joint family system is being replaced by the nuclear family system The occupational pattern shows a predominance of cultivators and wage earners Cultivators( 40.86 %) and Wage Earners( 35.28 %) according to NCAER studies (2002) Rural Settlement & Habitation Trends : Rural Settlement & Habitation Trends Key findings from 2001 census Population density 253/ sq kilometer and total number of villages is 638, 588 Villages having less than 500 population are falling Villages having 2000 + population most prosperous What are the implications of these trends? Cont’d : Cont’d Size of villages/ habitations are changing Role & influence of towns is changing Social interaction is a mix of rural and urban Let’s look at some key trends in detail Rural Income Trends : Rural Income Trends Source: National Council for Applied Economic Research, 2000 Rural Marketing- Schools of Thought : Rural Marketing- Schools of Thought Determinist School Activist School What is the right approach? Dependent on level of market development, stage in the PLC and access to resources Amul & ITC prominent examples No water-tight compartmentalisation Strategic Issues & Directions in Rural Marketing : Strategic Issues & Directions in Rural Marketing Evolutionary Vs revolutionary changes in rural markets Role of state & market forces ICT based interventions Partnership innovations Developmental role of rural marketing Scalability & replication of rural marketing programmes ICT in Rural Markets : ICT in Rural Markets Close of Session : Close of Session Thank You