Rural Marketing.

ppt 2Scribd Upload a Document Search Documents Explore DocumentsBooks - FictionBooks - Non-fictionHealth & MedicineBrochures/CatalogsGovernment DocsHow-To Guides/ManualsMagazines/NewspapersRecipes/MenusSchool Work+ all categoriesFeaturedRecentPeopleAuthorsStudentsResearchersPublishersGovernment & NonprofitsBusinessesMusiciansArtists & DesignersTeachers+ all categoriesMost FollowedPopularPranay Moon We're using Facebook to personalize your experience.Learn MoreDisableHomeMy DocumentsMy CollectionsMy ShelfView Public ProfileMessagesNotificationsSettingsHelpLog OutWelcome to Scribd - Where the world comes to read, discover, and share... Were using Facebook to give you reading recommendations based on what your friends are sharing and the things you like. We ve also made it easy to connect with your friends: you are now following your Facebook friends who are on Scribd, and they are following you! In the future you can access your account using your Facebook login and password.Learn moreNo thanksSome of your friends are already on Scribd: 1First Page Previous Page Next Page / 45Sections not available Zoom Out Zoom In Fullscreen Exit FullscreenSelect View Mode View ModeSlideshowScroll Readcast Add a Comment Embed & Share Reading should be social! Post a message on your social networks to let others know what you re reading. Select the sites below and start sharing.Link accountReadcast this DocumentReadcast Complete!Click send to Readcast!edit preferencesSet your preferences for next time...Choose auto to readcast without being prompted.Pranay MoonPranay MoonLink accountAdvancedCancel Add a CommentSubmitshare:Characters: 400 Share & EmbedAdd to Collections Download this Document for FreeAuto-hide: on RURAL MARKETING ReferenceNew Perspective in Rural & Agricultural MarketingY RamkishenRural Marketing Book Pradeep Kashap & Siddhartha RautCases In Rural Marketing An Integrated ApproachCGS Krishnmacharyulu & Llith Ramkrishnan PROFILE OF RURAL MARKETRURAL CONSUMERMARKETING RESEARCHRURAL MARKET RESEARCHRURAL SEGMENTATION TARGETING & POSITIONINGRURAL MARKETING STRATEGYRURAL PRODUCTRURAL PRICERURAL DISTRIBUTIONRURAL SALES FORCE MANAGEMENTRURAL COMMUNICATIONTOPICS What is RuralGovernment agencies like IRDA(Insurance RegulatoryAnd Development Agency andNCAER (National Councilfor applied Economic Research) define Rural as villageswith a population <5000 with 75% male population engagedIn agriculture etcConcept of Rural from the perspective of marketing hasIndeed been dynamic.- gradually changed over the timesWas not India a so called Village/Rural for the world acouple of decades backCensusTowns are actually rural areas but satisfyThe following criteriaMinimum Population>=500075% of the mail population engaged inNon agri activityRB1Location with population up to 10000Considered RuralSemi Urban 10000 to 100000NABARDAll locations upto a population of 10000Will be considered RuralSaharaAll locations having shops/establishmentsUpto 10000 (not population related) areTreated as RuralLG Elect.The rural and semi urban area is definedAs all cities other than major metrosNABARDNational Bank for Agriculture & Rural Dev

What is Rural MarketingDeveloping of the market in the area as defined as RuralHence it could be aptly said that it encompasses theActivities such as developing the process to meet thisObjective Right product at the right price to the right peopleat the right time. Exchange between rural and Urban is aFactor . Could be Urban to Rural: Rural to Urban, Rural toRural Reasonsfor Going RuralSize of the marketLargely UntappedToo crowded Urban MarketIncome on therise/disposable incomeIncome from other thanagricultureIncome flow from urban/abroadBetter exposure - mediaGreat success stories HLL 50% Colgate 50% LG 50% Asian Paints 60% Dabur 40% Videocon 40% Cadburys 25% Hero Hona 40%Sorce ORG Marg and FransisKanoi Points to Note with Regard to Rural Markets Extremely Diverse MarketVillages Size,Population,Spread,IncomeLiteracy levels ,awareness level,languages Urban Market scope and saturation Flow of funds from Urban National /International Literacy levels on the rise Media Penetration Encouraging Indicators/Initiatives for Rural Market Growth Scientific methods major impetus to Production of food grains Export on the rise Increase in agriculture and handicrafts Initiatives taken by banks for more branches and Kisancredit card to buy seeds, fertilizers, consumer goods oninstallment basis Reputed Companies helping in changing lifestyles LeversBritania ,Dabur, LG, Honda,Videocon Media creating an impact-creating awareness levels Government Policies White Revolution Milk productsYellow Revolution (poultry and edible oils)Blue Revolution Aqua culture Employment Schemes JRY(Jawahar Rojgar Yojna,PMRY,Small Industries Training, Ruiral Electrification, Spend on Health and Sanitation,Medical and Health, Primary Education, Credit card for farmers Waiver of Loans Initiatives by leading organization in spreading awarenessHindustan Levels Shakti, ITC Reliance etc Move to Rural Market encouraging DataRural India buysSoft Drinks approx 45% of all soft drinksAlmost 50% motor cyclesApprox 55% of cigarettesHalf the total market for TV,Fans,pressure cooker,bicyclesWashing soap,tea,blades,salt,toothpowder Coca Cola is growing over 35% in Rural areas compared toOver 22 % in UrbanAccording to Hasna Research , a market research farm thatHas published a Guide to Indian Markets 2006Consumer durables in Indian Villages risen sharplyTV Sales up by 200%Motorcycle by 77%There are 3000 households in rural area that earn > 50 lakhsWe have come some way ahead but there is a long way to go PROBLEMSINRURALMARKETINGLow per capita incomeLow disposable incomeInadequate fixed income(daily wages)Majority depends on AgriculturalIncome Acute dependence on monsoon Consumption linked to harvestInfrastructure problemsRoads, power Low awarenessCommunication- difficult & expensiveToo many languagesGeographic SpreadDigging for Diamond Urban & Rural Markets Per capita Income Disposable Income Literacy levels Infrastructure Communication Geographical Spread Customer has many choicesKey Differences Profile of the Rural Consumer Profile of the Rural Consumer>Low Literacy Level>Low Income Level>Massive Geographic SpreadUrban population concentrated 3200 cities townRural scattered over 630000 villages >Reference GroupHealth WorkersDoctorsTeachersPanchayat MembersRural Bank ManagersDistrict Managers Occupation Principal FarmingTradingHandicraftsCattle & Poultry Farming>Media Habits Fond of music T.V Radio Video FilmsGenerally they have a lot of reservation/inhibitionrigid in their behaviour RURAL CONSUMER CLASS The Affluent Class The Middle Class The Poor RURAL CONSUMER BEHAVIORHow does an individual decide to spread hisAvailable resources (time,money effort) onConsumption-related products.That is what they buywhy they buywhen they buywhere they buy ithow often they buy ithow often they use it Poor AspirantClimbersWell Off Very Rich Simple Model of Rural Consumer Behaviour Need RecognitionPre Purchase

SearchEvaluation of AlternativesPurchase DecisionPost purchase behaviour Rural Marketing.ppt 2 Download this Document for FreePrintMobileCollectionsReport DocumentReport this document?Please tell us reason(s) for reporting this document Spam or junk Porn adult content Hateful or offensiveIf you are the copyright owner of this document and want to report it, please follow these directions to submit a copyright infringement notice.Report Cancel This is a private document. Info and Rating Reads:38,349Uploaded:09/10/2009Category:Uncategorized.Rated:(2 Ratings)Copyright:Attribution Non-commercial zydeco.14Share & Embed Related Documents PreviousNext p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p.

p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p. p.More from this user PreviousNext 7 p. 29 p. 12 p. 1 p. 45 p. 15 p. 14 p. 11 p. 27 p. 35 p. 29 p. 19 p. 44 p. 42 p. 17 p. 31 p. 12 p. 28 p. 25 p. 25 p. 23 p. 26 p. 24 p. 37 p. 77 p.Recent Readcasters Add a Comment Submitshare:Characters: 400 Bhanuja Sharmaleft a comment the ppt is just awazing it includes a lot of useful information..thanks for uploading it. 10 / 25 / 2011 Reply Report deleted_fbuser_1312090121left a comment Can anyone pls send the ppt to stop4me.at@gmail.com. thanks in advance 05 / 16 / 2011 Reply Report soniluvitleft a comment soni.luvit@gmail.com 08 / 09 / 2010

Reply Report Ujjwal_Sharma_4268left a comment rural marktng ppt 03 / 01 / 2010 Reply Report cuckoo1976left a comment Kindly mail it to me at mohit.maurya@gmail.com 02 / 22 / 2010 Reply Report Show MorePrint This DocumentHigh QualityOpen the downloaded document, and select print from the file menu (PDF reader required).Download and Print Add this document to your CollectionsThis is a private document, so it may only be added to private collections.+ Create a New CollectionName:Description:Collection Type:public - locked public - moderated privatepublic locked: only you can add to this collection, but others can view it public moderated: others can add to this collection, but you approve or reject additions private: only you can add to this collection, and only you will be able to view itSave collectionCancelFinished? Back to Document Closes in seconds. XUpload a Document Search Documents Follow Us!scribd.com/scribdtwitter.com/scribdfacebook.com/scribdAboutPressBlogPartner sScribd 101Web StuffSupportFAQDevelopers / APIJobsTermsCopyrightPrivacyCopyright 2012 Scribd Inc.Language:EnglishChoose the language in which you want to experience Scribd:EnglishEspaolPortugus (Brasil)