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  ISSUES AND CHALLENGES RURAL MARKETING :   BY : Mahavir jain (M.B.A,MKTG.) 2005-2007 Faculty of management studies  Udaipur ,Rajasthan
 
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Rural marketing framework : ,[object Object],[object Object]
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IMPORTANCE OF RURAL    MARKETING ,[object Object],[object Object],[object Object],[object Object]
FACTS SAYS IT ALL ,[object Object],[object Object],[object Object],[object Object],[object Object]
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Product penetration in terms of % of rural households YEAR 2003 22.3 3.17 3.53 4.77  24.91 O.35 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rural share in market for consumer goods
Income distribution (Million population) 2001-02 2009-10 2001-02
Distribution of Monthly Per Capita expenditure Source: Household Consumer Expenditure  Survey, January–June 2004
Lifebuoy Wheel Lipton Taaza Nirma Tata Salt Parle G 91% 88% 77% 70% 64% 61%  Toilet Soap Washing cakes/Bars Tea Washing powder / liquid Salt Biscuits  Brand with highest penetration Category Penetration   CATEGORY
 
CONTRIBUTING FACTORS ,[object Object],[object Object],[object Object],[object Object]
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8.  Increased penetration of electronic media
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[object Object],[object Object],[object Object],[object Object],[object Object],Contd.
11.  Highly dispersed and thinly populated markets  12.  Social and cultural backwardness of the rural  masses.  13.  Low  level of exposure to different product  categories and product brands. 14.  Cultural gap  between urban based marketers and  rural consumers.  Contd.
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Companies like H.L.L has made strong distribution  Networks. To service remote villages stockiest use  Rickshaws, carts and even boats in the back waters of  Kerala.
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[object Object],[object Object],Companies like H.L.L uses posters, banners and  Wall paintings to create awareness.
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[object Object],[object Object],[object Object],[object Object],The companies provide touch and feel demonstrations and  distributed  free samples.
 
Rural Markets advertising points
 
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[object Object],4. It doubled the spend on doordarshan
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Rural Marketing

  • 1. ISSUES AND CHALLENGES RURAL MARKETING : BY : Mahavir jain (M.B.A,MKTG.) 2005-2007 Faculty of management studies Udaipur ,Rajasthan
  • 2.  
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Rural share in market for consumer goods
  • 13. Income distribution (Million population) 2001-02 2009-10 2001-02
  • 14. Distribution of Monthly Per Capita expenditure Source: Household Consumer Expenditure Survey, January–June 2004
  • 15. Lifebuoy Wheel Lipton Taaza Nirma Tata Salt Parle G 91% 88% 77% 70% 64% 61% Toilet Soap Washing cakes/Bars Tea Washing powder / liquid Salt Biscuits Brand with highest penetration Category Penetration CATEGORY
  • 16.  
  • 17.
  • 18.
  • 19. 8. Increased penetration of electronic media
  • 20.
  • 21.
  • 22.
  • 23. 11. Highly dispersed and thinly populated markets 12. Social and cultural backwardness of the rural masses. 13. Low level of exposure to different product categories and product brands. 14. Cultural gap between urban based marketers and rural consumers. Contd.
  • 24.
  • 25. Companies like H.L.L has made strong distribution Networks. To service remote villages stockiest use Rickshaws, carts and even boats in the back waters of Kerala.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
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