7. Implemented by the Ministry of Rural Development, National Rural Employment Guarantee Act (NREGA) is the flagship programme of the Government that directly touches lives of the poor and promotes inclusive growth. Increasing Employment Opprotunities: In 2007-08, 3.39 crore households were provided employment and 143.5 crore persondays were generated in 330 districts. Enhancing Wage Earning and Impact on Minimum Wage: Increasing Outreach to the poor : Strengthening Natural Resource Base of Rural India: PRADHAN MANTRI SADAK YOJANA INDIRA AWAAS YOJANA (IAY) COMPUTERISATION OF LAND RECORDS UPDATING OF LAND RECORDS
8. Classification of Products in Indian Rural markets Goods Product Type Buying Frequency Buying Decision Buying Place Convenience goods ( Toiletries, Cosmetics, Cigarettes) Consumables Frequent & High Simple Paan shop, Kirana stores, Co-op stores & Mandi Shopping goods (Clothing, Furniture, Appliances) Durables Moderate Complex Fairs, Haats, Mandi and Feeder town Specialty goods (2 Wheeler Tractors, Camera etc. Durables High Very Complex Shops in town or Cities
14. Hindustan Lever Limited An Era of Rural Marketing 1980 to 1990 was the golden period of HLL In 1999 it stated its policy to DOUBLE its turnover in next 5 years (From Rs 10,000 cr to Rs 20,000 cr) It took 10 years to DOUBLE their sales After year 2000 HLL failed to deliver on the top line even though serving 10 lakh retail outlets ( now serves 700 Mn consumers) Stock fell down from Rs 200 in 1999 to Rs 125 in 2004 and now Rs 266 (last week) In order to fuel growth the Rs 11,000 cr HLL formulated set of new strategies to expand its presence in Indiaâs Rural Market It implemented innovative projects Project SHAKTI and Operation BHARAT
25. By Traditional Distribution system were serving just 15% of villages It was smart way of reaching 10 lakh homes Shakti AMMA A project a combination of micro credit, training in enterprise mgt & self-help Piloted in Nalgonda District in AP in 2001 With the vision of 11,000 Shakti Enterpreneurs touching 10 cr. rural consumers Reaching brands from home to home By yr 2005 most of the AMMAs were earning around Rs 1700 pm In 2004 latest IT based i Shakti was launched By 2007 HLLs Rural sales rises to 54%of the total sale PROJECT SHAKTI
26. In 1989 seeding exercise with initiated for homework of project Shakti 30,000 villages were selected with the population of 2000 Vans were developed for the promotion Each van was covering 6 villages for six days Films, songs, ads of HLL were shown A endure to assess the MPV of the village Operation HARVEST ( Harmonize All Resources in Village to Enhance Sales & Turnover )
27. Indiaâs largest FMCG company, HLL has unveiled a new corporate identity represented by a new logo and also a new name Hindustan Unilever Limited (HUL). The new name reflects the companyâs heritage as well as the synergies it has with its global parent Unilever Plc. To reflect its India-specific focus, the company has chose to retain â Hindustanâ as the first word in the name. The new identity positions the company as working on a local as well as a global platform. HUL also unveiled a new logo consisting of 24 different icons which symbolizes the companyâs brands, organization, values and its core idea of Vitality.
28. Bee Bird Bowl Clothes Container DNA Fish Frozen Hair Hand & flower Heart Ice cream Lip liquid Palm Tree Particulars Recycle Mixing & blending Sprarkle Spice & flavor Spoon Sun Tea Wave 24 icons which symbolizes Companyâs brand association
29. RURAL CONSUMER IS BECOMING MORE RICHER DAY BY DAY Source : LG rural Marketing report 2006