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RURAL MARKETING

Presented By: Group 5

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ction Approx 638, 365 villages with 70% Indianpopulation.

Contributes up to 60 per cent to the IndianGDP.

Growth of middle income and above

household to 150 million in 2007,compared to 79 million in urban India

NCAER ( source).

Potential for all the advertisers

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EXAMPLES

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Misconceptions about Rural

India and their Implications

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RecentPractices in

RuralMarketing

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MarketingCommunicationStrategies

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Rural Tourism:Concept

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Marketing: Rural Tourism

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Scope: Rural

Tourism

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Bharti Airtel: Rural

Strategy

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Bharti Airtel Partnership toPenetrate in Rural Areas

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Rural Marketing

ofPharmaceuticals

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Company Initiative

Nicholas Piramal Epilepsy outreachprogram

Strepsils lozenges Builds awarenessthrough road

shows, promotinsat village haats

Ajanta Pharma Uses stalls at fairs,slides in cinema

hallsEli Lilly Works with SEWA

to educate abouttuberculosis

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C St d A P i

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Case Study: Arogya ParivarYojna

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Field force & Product lines adaptto Rural needs

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FMCG sector in IndiaIndian FMCG sector sizepoised to reach US$ 47 bn by

2013 and US$ 74 bn by 2018,

growing annually at 10-12%

By 2025, total consumption is

likely to quadruple makingIndia the 5thlargest consumer

market

Organized retail is expected

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Indian FMCG industry worth ~

US$ 29 bn roughly

constitutes 2.2% of Indias

GDP. Within the FMCG sector,

Food products is the largest

consumption category.

Strategic focus on rural

marketing, innovations, niche

consumer segments, exports,

life style products to further

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Rural Marketing of FMCGproducts

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Rural Market Newgrowth frontierRural Market getting importance

Indian rural market currently worth US$ 9

bn is expected to become a US$ 100 bn

opportunity by 2025

Companies adopting CSR (Corporate Social

Responsibility) activities

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Penetration

percentageCategory All India % Urban % Rural %Deodorants 2.1 5.5 0.6

Toothpaste 48.6 74.9 37.6

Skin cream 22 31.5 17.8

Shampoo 38 52.1 31.9

Utensil Cleaner 28 59.9 14.6

Instant Coffee 6.6 15.5 2.8

Washing Powder 86.1 90.7 84.1

Detergent Bar 88.6 91.4 87.4

Toilet Soap 91.5 97.4 88.9

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Practices adopted by

CompaniesHLL Project Shakti Helping farmers attain

revenue to increase

purchasing powerITC E- Chaupal

Help farmers attainweather information and

market price of food andgrain

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Thank You!!!