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MEANING
Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organisational objectives.
DEFINTION
Rural marketing is a process of developing, pricing, promoting and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants and also to achieve organisational objectives.
NATURE OF RURAL MARKETING
SCOPE
IMPORTANCE
WHERE DOES INDIA LIVE ?
Large Cities
Small Towns
Villages
25%$
50%$
12%$
18%$
70%$
1)Million+$
<1)Million$
<10,000$
GDP share Population
48$Large)cities$
7,834$Towns$
6,38,000$Villages$
25%$
Rural India buys : • Soft Drinks approx 45% of all soft drinks• Almost 50% motor cycles• Approx 55% of cigarettes• Half the total market for A. TV B. Fans C. Pressure cookerD. BicyclesE. Washing soap F. TeaG. BladesH. SaltI. Toothpowder
SIZE OF INDIAN RURAL MARKET
65000
45000
8000 5000
0
10000
20000
30000
40000
50000
60000
70000
FMCG Agri-Inputs 2/4 Wheelers Durables
Market size is 1,23,000 � crores
HPCL RASOI GHAR•The Rasoi Ghar is a community kitchen shared by several households of one village
•Centrally located in a target cluster of a selected village
•Each Rasoi Ghar is equipped with an adequate water supply, a cooking slab, basic cooking utensils and a minimum of 2 stoves connected to replaceable LPG cylinders
ICRISAT GREEN PHABLET
ICRISAT has recently launched "Green PHABLET powered by the Green SIM” with NUNC a Hyderabad-based company
This will help farmers purchase inputs at lower price, get a better price for their produce, and link them to markets, thus putting them on the path to prosperity
E-INNOVATION FOR A CLEANER FUTURE
Ampere Vehicle Pvt. Ltd., has launched ‘E-Vehicle’ a light electric vehicle company based in south India
T h e r a n g e o f p r o d u c t s comprises of bicycle to scooter which can be used on an average of 60 kms when the battery is charged for 6-8 hours
FMCG Companies:Coca-Cola: 200ml for 5 ₹
Gillette: Gillette Guard was launched to provide high-quality shave at an affordable price
COMMON SERVICE CENTREFlipkart with Common Service Centre's (CSCs) offer rural artisans the opportunity to build and establish their brand nationally, access to financial, marketing and supply chain support and at the same time will generate employment and enhance rural economy
Flipkart, Snapdeal plans to tap 50 lakh low-income households in villages across the country
ITC’S E-CHOUPALIt offers the farmers all the information, products and services they need to enhance farm productivity, improve farm, gate price realization and cut transaction costs
Farmers can access latest local and global information on weather, scientific farming practices as well as market prices at the village itself through this web portal - all in Hindi
It also facilitates supply of high quality farm inputs as well as purchase of commodities at their doorstep
ORGANISED RURAL RETAILING
. ITC’s Choupal Sagar: It offer multiple services under one roof
.TATA Kisan Sansar: The centres offer farmer a host of products and services ranging from agri-inputs, financing to advisory services
ORGANISED RURAL RETAILING
.Godrej’s Aadhaar The centres retails agri-inputs, animal feeds along with FMCGs and services
.3A BAZZAR: It is mobile retailing initiative launched for rural areasEvery day, the van stuffed with 1300 items ranging from FMCGs, cosmetics, garments and stationery covers three to five villages
1. Google’s Bus: The internet bus launched by Google to educate the offline population in India about the benefit of the internet
2. TATA Shakti: Haat Hungama Campaign:Interactive brand games in the form of a set flash cards created an edutainment platform for the audience It result in 37% increase in sales
TATA MOTORS: PROJECT NEEV
TML launched Project Neev (literally means ‘foundation’ in Sanskrit), with an eye on gaining a first-mover advantage in rural markets
This projects aims to tap the rural segment by selling small commercial vehicles & creation of rural entrepreneurship opportunities through vehicle ownership
Impact: The rural business has seen addition of over 20 percent to
TML’s SCV vehicle sales
CHOTUKOOLREFRIGERATOR- GODREJ
• Powered by battery, a perfect refrigerator for rural population. Does not require regular electricity supply unlike the conventional models.
LOW COST ATM-VORTEX
• Low-cost Automated Teller Machines (ATM) which provide banking solutions to people in rural/ semi-urban areas. The machine consumes very less power, and has an elegant, rugged and reliable Cash Dispense Module.
SWACH -TATA CHEMICALS
• Swach range of water purifiers promise pure drinking water to the rural people at a very low cost of INR 999. It does not require running water or electricity to provide harmless, bacteria-free drinking water.
KHUSHIYON KI DOLI-HUL • The multi-brand rural
engagement module- Khushiyon ki Doli- initiated by HUL, provides various personal care and home care brands such as Wheel, Surf Excel, Fair & Lovely, Sunsilk, Vim, Lifebuoy and Close Up.
NOKIA LIFE TOOLS
• The mobile application, launched in June 2009, empowers people to have access to agricultural, educational and entertainment content
• GlaxoSmithKline's Asha, which is 40 per cent cheaper than the regular variant of Horlicks, is the first product from the UK-based MNC designed for rural consumers.
ASHA- MILK FOOD DRINK
