8/3/2019 Smarter Than One Imagine

1/16

Smarter Than One

Imagines

Team 7

8/3/2019 Smarter Than One Imagine

2/16

Agenda

Rural Marketing

IntroductionQs

8/3/2019 Smarter Than One Imagine

3/16

Why Rural Marketing? 74% of the Indian population are living in villages (NCAER)

A potential of 742 million rural consumers live in 6,383,65villages across India.

The Green Revolution has in turn, brought asocioeconomic revolution in Indian villages.

Rising incomes, improving infrastructure, and favorable

government policies offer huge potential for ruralmarketing.

Rural India constitutes the heart of India, generatingmore than half the national income.

8/3/2019 Smarter Than One Imagine

4/16

INTRODUCTION

7 out of the 10 rural houses have watches. 1 out of every 50 rural houses have color

television. 7 out of the 100 households have electric iron.

8/3/2019 Smarter Than One Imagine

5/16

MARKETING PLAN

MARKETING OBJECTIVIES

MARKETING STRATEGIES

MARKETING TACTICS

8/3/2019 Smarter Than One Imagine

6/16

BETWEEN THETERMS

Strategies include ways of achieving the objectives,and tactics (or action plan) are the activities or theactions that should be carried out in order toimplement the strategies.

8/3/2019 Smarter Than One Imagine

7/16

Companies uses various tactics

for a single strategy.

Thus strategies play a veryimportant role in the

organization development

8/3/2019 Smarter Than One Imagine

8/16

VARIOUS STRATIGIES OFDIFFERENT ORGANIZATIONS

Enter the export market.

Penetrate existing domestic market. Utilise existing sales force resource

optimally.

Use effective and efficient channels.

8/3/2019 Smarter Than One Imagine

9/16

Various Policies

PRICING POLICIES

DISTRIBUTION POLICIES

PROMOTIONAL POLICIES

PRODUCT POLICIES

SEGMENTATION POLICIES

8/3/2019 Smarter Than One Imagine

10/16

SEGMENTATION POLICIESIN RURAL INDIA

Demographic segmentation more efficient in ruralmarket - says Pradeep Lokhande (director ruralrelation, HLL).

Cavinkare also practices economic segmentation.

8/3/2019 Smarter Than One Imagine

11/16

PRODUCT POLICIES

Considering the rural market, the rural populationare very comparative about the product they use.

No body wants a cheap or stripped down version of

the real thing.

PRODUCT MANAGER ALONGWITH

THE SALES MANAGER TAKESDECISIONS

8/3/2019 Smarter Than One Imagine

12/16

POLICIES HLL used promotional gifts.

USHA runs sewing schools in villages. Philips dress up people in shapes of blubs and batteries and

parades them through out the village.

8/3/2019 Smarter Than One Imagine

13/16

DISTRIBUTION POLICIESo Different distribution setting for the rural market.

o No dealers or stockiest.o Operation Harvest policy.o Bicycle vendors.

8/3/2019 Smarter Than One Imagine

14/16

CONCLUSION

Understanding of the rural customers needs andproviding them with the desired products

Tailor made products for rural India

Marketing with the help of traditional media

Modifying products and packaging to suit rural areas

8/3/2019 Smarter Than One Imagine

15/16

Questions Based On The Case

Reinvent The Wheel For Rural India ???

Do you think separate strategies are necessaryfor urban and rural markets for the following:

Cement

Medicine

8/3/2019 Smarter Than One Imagine

16/16

Thank You !!!