rural marketing front pages
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7/27/2019 Rural Marketing FRONT PAGES
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D D E E C C LLAAR R AAT T I I O O N N
I, Miss Daya K. Jagmalani (Roll No. 55) Student of M.Com (Part I)
from Smt. Chandibai Himathmal Mansukhani College, Ulhasnagar hereby
declare that I have completed the project on “RURAL MARKETING” in
the academic year 2013 – 2014 .
The information submitted is true and original to the best of my
knowledge.
Signature of Student
7/27/2019 Rural Marketing FRONT PAGES
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S S M M T T .. C C H H AAN N D D I I B B AAI I H H I I M M AAT T H H M M AALL M M AAN N S S U U K K H H AAN N I I
C C O O LL LLE E G G E E ,, U U LLH H AAS S N N AAG G AAR R – – 4 4 2 2 1 1 0 0 0 0 3 3
UUNNIIVVEER R SSIITTYY OOFF MMUUMMBBAAII
CERTIFICATE
I, Prof. Prakash Mulchandani hereby certify that Daya K. Jagmalani of
(M.Com – Part I ) of Smt. Chandibai Himathmal Mansukhani College has
completed the project entitled “RURAL MARKETING ” in the Academic
Year 2013 – 2014.
Signature Signature
Prof . Prakash Mulchandani Prof . Bhavna Motwani
(Project Guide) (Principal )
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AAC C K K N N O O W W LLE E D D G G E E M M E E N N T T
A great teacher is not simple one who imparts knowledge to his student,
but one who awakens their interest in it and makes them eager to pursue for
themselves.
This idiom without doubt, fit with Prof. Prakash Mulchandani who has
been my teacher guide. She guide me and gave knowledge in detail & help me
to make a very effective project .So this project work from bottom of my heart;
I thank her for her precious time that she spent for me for my project work.
It is a matter of utmost pleasure to express my ineptness & deep sense of gratitude, to various persons who extend their maximum help to supply the
necessary information for present these that became available account of most
selfless co-operation. I am grateful to my parents & friends who encouraged &
inspired me at every stage of present work by providing immeasurable love
affection care & moral support.
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O O B B J J E E C C T T I I V V E E O O F F R R E E P P O O R R T T
Rural consumers are fundamentally different from their urban counterparts.
The lower levels of literacy and limited exposure to product and services are
well-known, but there are also differences in occupation options, with a direct
impact on income levels and income flows, and a high level of inter-
dependency affecting the dynamics of rural community behavior. All contribute
to make rural consumer behavior starkly distinct from the urban.
The main objectives of analysis of rural market are to assess,
1. The present and future scenario of rural market.
2. To search for New opportunities in rural market.
3. Rural consumer insight.
4. To evaluate marketing strategy of different companies.
5. Issues and challenges related to rural market
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E E X X E E C C U U T T I I V V E E S S U U M M M M AAR R Y Y
A debate continued for a long time amongst the Indian marketers, both
practitioners & academicians, on the justification for the existence of the
distinct discipline of rural marketing. Consequently, two schools of thought
emerged. The first school believed that the products/services, marketing tools &
strategies that are successful in urban areas, could be transplanted with little or
no more modifications in rural areas. However, the second school saw a clear
distinction between urban & rural India, & suggested a different approach,
skills, tools & strategies to be successful in rural markets.
What differentiates the two markets is not mere income, but a host of other
infrastructural & socio-cultural factors. Thus, the rural market cannot be tapped
successfully with an urban marketing mindset & would definitely require its
thorough understanding. In other words, the approach toward rural markets
needs to be distinct from the one adopted for the urban markets.
Thus, in a large rural economy like India’s, rural marke ting has emerged as an
important & distinct internal sub-division within the marketing discipline. This
sub-division clearly highlights the differences between rural marketing &
mainstream marketing.
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I N D E X
TOPIC PAGE NO.
Introduction to Rural Marketing 1
Evolution of Rural Marketing 3
Nature of Rural Marketing 6
Classification of Rural Consumer 9
Roadblocks of Indian Rural Markets 10
Rural V/S Urban Marketing 12
Rural Consumer Behaviour 14
4 A’s Approach of Indian Rural Market
(Availability, Affordability, Acceptability, Awareness)16
Marketing Strategies to Capture Rural India 19
Product Strategies 21
Pricing Strategies 23
Promotions Strategies 24
Distribution Strategies 25
Case Study : ITC E-CHOUPAL 28
Conclusion 30
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OBJECTIVES OF PROJECT
To understand the organization structure & hierarchy of the company.
To understand the working of various departments
To enable us to gain an insight into the corporate world.
To understand the various responsibility & duties carried out by each
department.
The study is aimed how an organization practically works in the real
situation.
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