Rural Marketing Fin
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Transcript of Rural Marketing Fin
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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!!!