Rural marketing & management of co-operatives

group members :- roll numbers:- Khan Mariya 24 Nawab Shumaila 38 Ssyed Aisha 44 Shaikh Aftab. 48 Shaikh Shadab 52

Rural marketing involves the process of developing ,pricing ,promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieve organizational objective

WHAT IS RURAL MARKETING

Standard of living.

Competition.

Brand awareness.

Price.

RURAL MARKETING V/S urban marketing

* The company was started by Signor Felice Bisleri who first brought the idea of selling bottle water

in India.

* Mineral water under the name Bisleri was first introduced in Mumbai in glass bottles in two

varieties – bubbly & still in 1965.

* Parle bought over Bisleri in India In 1969.

* Currently 54 bottling plants, 9 plants are company owned & rest are franchisee or contract packers.

* Company put through multiple stages of purification, ionized & finally packed for consumption.

* Company commitment to offer every Indian pure & clean drinking water from office desk to home

kitchen.

introduction

URBAN TO RURAL

RURAL TO URBAN

RURAL TO RURAL

CLASSIFICATION OF RURAL MARKET

SCATTERED MARKET

COMMUNICATION FACLITY

MULTI LANGUAGES SPOKEN

BUYING DECISIONS

CHALLENGES FACED

• PRODUCT :- A product is anything that satisfy human want(customers) and includes product quality, features, benefits, design, style, color, brand, services and warranties.

• Small unit packing.

• Branding.

4 Ps OF MARKETING

* PRICE. Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs.

* Price of Bisleri in rural market Ranging from rs8 and so on.

* Place :

* Place stands for the company activities that make the product available to the target customers.

* To make the product available to the target consumers a good distribution network has to be there to support the good quality of the product.

* Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country.

*Promotion :- Though the rural markets offer big attractions to the marketers, one of the most important questions frequently asked is “ How do we reach the large rural population through different media and methods?

Local language newspapers and magazines.

Television.

Wall paintings.

Film

First ad campaign

Second ad campaign

Third ad campaign

Fourth ad campaign

ADVERTISING CAMPAIGN.

Play safe

The sweetest taste of purity

Bisleri the mountain water

Bisleri water from the mountain.

Bisleri does not have special brand ambassador for promoting their product.

But as we are targeting rural market, impact of ambassador play a great role.

Promote the product by advertising with local artist and local theater people.

SPECIAL AMBASSDOR FOR RURAL MARKET

Advertising the product in melas ,fairs and weddings.

Encourage people to take opt our product in special occasion by offering them at minimum price.

Advertise our product by wall painting.

Aware them the importance of mineral water.

Promote by mobile van and in small pack.

ADVERTISING STRATGIES.

DISTRIBUTION CHANNEL FOR BISLERI INRURAL AREAS

Bottling

Hub

Spokes

RetailersRetailersRetailers

Hub means a distribution hum of the company.

Spokes means a small distributor in rural are or local market

From spokes to different retailers in the market

COUNTERFEIT BRAND.

Biloori is a Spell alike and Look alike

product as of Bisleri