rural marketing

RURAL MARKETING : 

RURAL MARKETING Presented by: Group-15

Slide 2: 

"The future lies with those companies who see the poor as their customers.“ -C. K. Prahalad

WHAT IS RURAL MARKETING ? : 

WHAT IS RURAL MARKETING ? Business activity bringing in the flow of goods from urban sectors to the rural regions. Marketing of various products manufactured by the non-agricultural workers from rural to urban areas. In Indian context:- Selling of agricultural items in the urban areas Selling of manufactured products in the rural regions

CHARACTERISTICS: : 

CHARACTERISTICS: Upsurge of employment opportunities for the rural poor. Example-AMUL It is not exploited and also yet to be explored. The social status of the rural regions is precarious. Example-HUL faced by NIRMA The condition of the rural masses has improved. Example-Lijjat Paapad

RURAL MARKETING INVOLVE A NUMBER OF STRATEGIES: : 

RURAL MARKETING INVOLVE A NUMBER OF STRATEGIES: Client and location specific promotion Bundling of inputs at very low cost Management of demand Developmental marketing Unique selling proposition (USP) Extension services Business ethics

PROMOTIONAL STRATEGIES-WAYS : 

PROMOTIONAL STRATEGIES-WAYS Direct talk with traders, co-operative societies Contacting friends and relatives(word of mouth) Village fairs Towns and Village market days Agents (Commission Basis) Agriculture Magazines

EXAMPLES:ITC’s e-Chaupals: : 

EXAMPLES:ITC’s e-Chaupals: ITC trained farmers to manage the Internet kiosk and called them the e-Choupal Sanchalak (1 for each village). Today they are a community of e-farmers with access to daily prices of a variety of crops in India and abroad . They can also find out about many other important things – weather forecasts, the latest farming techniques, crop insurance, etc. e-Choupal has not only changed the quality of rural lives, but our entire outlook.

SHRI MAHILA GRIHA UDYOG-Lijjat Papad : 

SHRI MAHILA GRIHA UDYOG-Lijjat Papad The organization's main objective is empowerment of women by providing them employment opportunities. In 2002, Lijjat had a turnover of Rs 3 billion and exports worth Rs.100 million

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.“AMUL” : 

GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.“AMUL” An economic network More than 2.8 million village milk producers with millions of consumers in India and abroad through a cooperative system that includes 13,141 Village Dairy Cooperative Societies Collect on an average 7.5 million litres of milk per day The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion

OPPORTUNITIES FOR RURAL MARKETING : 

OPPORTUNITIES FOR RURAL MARKETING More than 90% villages are electrified Rural telephone density has gone up by 300% in the last 10 years. Number of "pucca" houses doubled from 22% to 41% and "kuccha" houses halved (41% to 23%). Percentage of BPL families declined from 46% to 27%. Rural literacy level improved from 36% to 59%. Empowerment of the rural masses to ensure economic self –reliance.

CHALLENGES IN RURAL MARKETING : 

CHALLENGES IN RURAL MARKETING Low Literacy Seasonal Demand Transportation Distribution Communication Problems Traditional Life Buying Decisions

Slide 12: 

THANK YOU..