Strategies to be followed in indian rural market a marketing strategy. Rural marketing free download as powerpoint presentation. Hero hondas rural marketing initiatives in indiamarketing. Thus, with more number of companies entering into the rural market, with a variety of products, it is must for companies to study the rural consumer behaviour over fmcg products. May 30, 2016 case study creative ideas for rural marketing in india with muft free wifi zones. Developing a vision about the markets of interest to the organization, selecting market target strategies, setting objectives, and developing, implementing, and managing the marketing program positioning strategies designed to meet the value requirements of the customers in. Tv commercial radio newspaper pop display wall painting contests in melas and haats sales promotion video van. Product strategies for rural market indian perspective. Rural marketing policies of dabur india ltd and gcpl. This confusion leads to distorted understanding of the problems of rural marketing and, more often perceptions. Dabur india limited the world leader in ayurvedic products. Rural market the new growth frontier rural india accounts for close to one third of the total consumption pie. Finding new business opportunities in rural orissa for dabur prodcts. Methodology of the study the study is a descriptive method.
Jan 10, 2019 marketing strategy of hul hul marketing strategy january 10, 2019 by hitesh bhasin tagged with. A few of our brands used wifi advertising to promote their brands in rural india. Product is something like the heart in the human body. Coming to the frame work of rural marketing, rural marketing broadly. The marketing strategy of dabur discusses the companies bcg matrix, distribution strategy, competitive advantage and strong brand positioning. Marketing strategy of dabur dabur marketing strategy.
Rural marketing has become the latest mantra of most corporate. Dabur goes rural with campaign for immunity 10 lakhplus students were educated about the need for immunity in 1,000 schools across the country. In late 2007, hero honda started putting emphasis on the rural. Mba marketing projects final year marketing projects topics. In simple terms, a product is anything that satisfies human want customers and includes product quality, features, benefits, design, style, colour, brand, services, and warranties. The concept of rural marketing differs from different things to different persons who are active participants in marketing. Rural markets offer great scope for concentrated marketing effort because of the recent increase in the rural per capita incomes and the likelihood that incomes will increase faster because of better production and higher prices for agricultural products. Education health care self help groups micro credit society income generation veterinary services infrastructure farmers training cum information centre education veterinary services strengths market leader innovation lower costs extensive customer base 125 year trust. News rural marketing, rural news india, agriculture news.
Dabur, fmcg sector, strategy, innovative technology, marketing. Phones were equipped with maps showing the demographics and market potential of each locality, to improve rural coverage. Case study creative ideas for rural marketing in india with muft free wifi zones. As of 2020, there are several dabur marketing strategies like productservice innovation, marketing investment, customer experience etc. Problems and prospects of fmcgs products marketing in. Get the updates on ongoing rural agricultural marketing, campaigns and news related with rural industries including investment, opportunities and profitability etc.
Marketing strategy consists of the analysis, strategy development, and implementation activities in. Hero honda, which was the result of a joint venture between japanbased honda motor company limited hmcl and the indiabased hero group, began its operations in 1984. Dabur red paste, the flagship oral care brand from dabur spread the message of oral hygiene among. Motilal oswal conference the opportunity called rural india dabur. Rural marketing strategies by dabur promotion strategy for attracting more customers dabur using following promotional tools in. According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and postharvest operations. Distribution strategies for rural market indian perspective in our last post we talked about product strategies one can adopt while managing business in the rural markets. Marketing throw light on present rural markets, problems, strategies, rural consumer needs, behavior etc. Ajay adlakha in a discussion with sandeep budkai editor, themobileindian.
The rural market in indian economy can be classified under two broad categories. Robust consumption in the rural economy is one of the key drivers of indias sustained growth. To study the initiatives taken by the government to improve rural markets. Pdf on apr 4, 2014, rahul singh and others published dabur. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. Dec 14, 2016 while researching my new book, rise of rural consumers in developing countries, i conducted interviews with executives at both multinational and local firms, and talked with and observed rural. Fmcg companies are devising exclusive rural marketing strategies to tap the rural consumer base.
So after reading this research paper, we will be able to1. Distribution strategies for rural market marketing lessons. In addition, it also includes the marketing in the rural areas. What are the best examples of rural marketing in india. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing. The marketing strategy of dabur discusses the companies bcg matrix.
Mar 18, 2015 dabur india has used mobile to track its rural initiatives. Exploring marketing strategies of fmcg in amaravathi. While researching my new book, rise of rural consumers in developing countries, i conducted interviews with executives at both multinational and local firms, and talked with and observed rural. Building national strategies for rural economic development. Devi prasad kotni 2012 prospects and problems of indian rural markets. Know the components of rural marketing mix and challenges to be faced in rural marketing keywords.
Rural population comprises of 72% of total population of india. Nandini btech, mba, jntuhceh abstract rural markets have become integral part of global market. The absence of a comprehensive rural development strategies the need to emphasize economic diversification in the rural areas. However, rural markets and rural marketing have special features as compared to urban markets. Producers of fmcg have to craft unique marketing strategies exclusively for rural consumers. For its project double, an initiative to increase its rural reach twofold, the companys sales force used mobile phones to report sales. Tv commercial radio news paper pop display wall panting contest in melas or haats video vans sales promotion 11. Project report on dabur pdf dabur india limited business responsibility report 201112. The recent news reports of baba ramdevs fmcg empire 202014 turnover at inr 1200 crores were meant to provide shock value, but they underplayed the true learning for entrepreneurs aiming to displace huge incumbents. Dabur is focussed on their core competencies of being the worlds biggest and quality supplier of ayurvedic products.
How companies are using technology to boost rural marketing. Rural market is price sensitive but also appreciates quality product, thus techniques designed by rural customers may differ from their urban counterpart. This study will highlight the rural consumer behaviour before purchase, at the time of purchase and post purchase. Exploring marketing strategies of fmcg in amaravathi region. This paper discusses the rural marketing strategies adopted by the marketer to ensure. Though the profit margin made on fmcg products is relatively.
Sebi has mandated to submit report on national voluntary guidelines on social. However, at most of the time its the distribution which acts as a limiting factor in growth of the business in. Developing a vision about the markets of interest to the organization, selecting market target strategies, setting objectives, and developing, implementing, and managing the marketing program positioning strategies designed to meet the value requirements of the customers in each market. Fmcg portfolio of dabur includes dabur natural brand for natural healthcare products vatika for premium personal care products anmol. Marketing mix of dabur analyses the brandcompany which covers 4ps product, price, place, promotion and explains the dabur marketing strategy. Rural marketing is promotion of companys product or services to rural customers by using strategies best suited for rural markets. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. Dabur hair care range rural market accounts for 55% of dabur hair oils portfolio and is growing faster than urban market. To evaluate the key decision areas in rural marketing.
To discuss the issues and challenges of rural marketing. Jan 10, 2016 rural marketing strategies of dabur amla hair oil 1. I would like to 24 rural development perspectives, vol. The rural markets are growing at above two times faster pace than urban markets. Place refers to distribution of the product and includes distribution channel, area coverage, channel remuneration, warehousing, inventories, banking and transportation. Nov 19, 2015 distribution strategies for rural market indian perspective in our last post we talked about product strategies one can adopt while managing business in the rural markets. Hul, itc, dabur, marico, colgate,nirma,cavinkare and godrej. K burman dabur india ltd is one of the largest fmcg companies in india and worlds largest ayurvedic and natural healthcare company.
Sep 26, 2017 a few of our brands used wifi advertising to promote their brands in rural india. The essential ingredients to building an effective rural marketing response include understanding marketing strategies and opportunities, and having the ability to and implement those strategies. Meaningful product strategies for rural market and rural consumers are discussed here. Producers of fmcg have to craft unique marketing strategies exclusively for. This idea is a compilation of our learning from digital wifi advertising in rural india with a team of 12 advertising agencies and their fmcgbanking clients. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. The marketing strategy is led by the corporate strategy which is based.
This strategy is further enabled by the bottom of the pyramid bop consumers that management needs to be attentive about, especially in terms of affordability. You will get the project report through mail from side withing 24 hrs of your order. Feb 02, 2012 rural marketing strategies by dabur promotion strategy for attracting more customers dabur using following promotional tools in rural market. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies.
Dabur gulabari miss fresh face of up 2009 the hunt will cover nine major cities viz kanpur, lucknow, meerut, gorakhpur, ghaziabad, agra, noida, allahabad and varanasi. Rural marketing tutorial pdf version quick guide resources job search discussion rural marketing involves a bunch of processes that includes developing, pricing, promoting, distributing rural specific product and service which satisfies the consumer demand and also achieves organizational objectives as expected from the target market. Rural, marketing, marketing mix, marketing strategies. This same rule stands good for rural marketing also. At present, the muft wifi rural advertising network consists of 45 internet service providers. Dabur rural marketing initiatives pharmaceutical wellness. Rural marketing strategies by dabur promotion strategy for attracting more customers dabur using following promotional tools in rural market. This case study focuses on the analytical decisions and strategy that dabur, indias oldest and the largest ayurvedic company uses to be among the top three fmcg business companies in the indian market. Know the need for marketing approach in rural markets. Mba marketing projects final year marketing projects.
For rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion. Oct 28, 2017 rural marketing is promotion of companys product or services to rural customers by using strategies best suited for rural markets. Dabur amla hair oil available in rural market is as follows. To explore and understand rural market is crucial for any marketers today. Rural marketing strategies of dabur amla hair oil 1. Rural consumers incomes are rising and now they are more willing to buy products which improve their lifestyle. Acropdf a quality pdf writer and pdf converter to create pdf files. The case discusses the rural marketing initiatives of hero honda motors limited hero honda, a leading two wheeler company in india. Dabur rural marketing initiatives free download as powerpoint presentation. Rural market is price sensitive but also appreciates quality.
Marketers need to understand the psychology of the rural consumers and then act consequently. Dabur india has used mobile to track its rural initiatives. In this article we will discuss about the rural marketing strategies adopted in india. Apr 19, 2020 marketing mix of dabur analyses the brandcompany which covers 4ps product, price, place, promotion and explains the dabur marketing strategy.
Tv commercial radio news paper pop display wall panting contest in melas or haats. How unilever reaches rural consumers in emerging markets. Hero is the brand name used by the munjal brothers in the year 1956 with the flagship company hero cycles. Apr 03, 20 for rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion. This strategy originates from the fact that, even though agriculture in the backbone of the rural economy, diversification opportunities for earning income in the rural areas is crucial for rural development. Creating customer value and satisfaction are the heart of modern marketing thinking and practice. Dabur overview established in 1884 in calcutta by dr. The secondary data were collected from different sources. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. The growth in the urban and rural markets for the various categories is shown in. Fmcg portfolio of dabur includes dabur natural brand for natural healthcare products vatika for. Both coke and pepsi have made huge efforts to penetrate deep into the rural markets by substantially increasing their retailer and distribution network and with innovative marketing strategies.
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