Branding Decisions in Rural Marketing
BRANDING DECISIONS IN RURAL MARKETING
(Sonal Purohit, Kahkashan Qayyum)
“The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will soon out strip the urban market. The rural market is not sleeping any longer. We are.” So sad Mr. Adi Gogrej of Godrej industries.
This makes it clear that the importance of rural market at present competition is to capture market share and consumer loyalty.
India is shining then! India is Unique in many ways. A population that is large, heterogeneous, largely English speaking and a cultural heritage that runs back to thousands of years. India is young. India is vibrant. The major segmentation of mass population is located in rural area. So, the market potential is large in number. So we can expect the market strength in rural area. Now, the educational Institutions are also concentrating on rural marketing and doing market research in rural places. Rural markets are rapidly growing in India but have often been ignored by marketers. Most of them are remote-fully ignorant due to the reason of diversification of products produced thereby slitting into disposable income.
A glance at the following statistics will help you get a fair idea of the consumers in Rural India:
* 46 percent of soft drinks
* 49 percent of motorcycles
* 59 percent of cigarettes
* 18 million TV Sets
* 50 percent of 2 million BSNL mobile connections
* 53 percent of FMCG products
* 59 percent of consumer durables are sold in rural India.
Some facts about the rural sector:
* There are nearly 42,000 rural haats (Super Markets) in India
* In 2002 – 2003, LIC sold 50 percent of its policies in rural India
* Of the 20 million who have signed up for Rediffmail, 60 percent are from small towns
* Of the 1,00,000 souls that have transacted on Rediff's shopping site, 50 percent are from small towns
* The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in
(Sonal Purohit, Kahkashan Qayyum)
“The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will soon out strip the urban market. The rural market is not sleeping any longer. We are.” So sad Mr. Adi Gogrej of Godrej industries.
This makes it clear that the importance of rural market at present competition is to capture market share and consumer loyalty.
India is shining then! India is Unique in many ways. A population that is large, heterogeneous, largely English speaking and a cultural heritage that runs back to thousands of years. India is young. India is vibrant. The major segmentation of mass population is located in rural area. So, the market potential is large in number. So we can expect the market strength in rural area. Now, the educational Institutions are also concentrating on rural marketing and doing market research in rural places. Rural markets are rapidly growing in India but have often been ignored by marketers. Most of them are remote-fully ignorant due to the reason of diversification of products produced thereby slitting into disposable income.
A glance at the following statistics will help you get a fair idea of the consumers in Rural India:
* 46 percent of soft drinks
* 49 percent of motorcycles
* 59 percent of cigarettes
* 18 million TV Sets
* 50 percent of 2 million BSNL mobile connections
* 53 percent of FMCG products
* 59 percent of consumer durables are sold in rural India.
Some facts about the rural sector:
* There are nearly 42,000 rural haats (Super Markets) in India
* In 2002 – 2003, LIC sold 50 percent of its policies in rural India
* Of the 20 million who have signed up for Rediffmail, 60 percent are from small towns
* Of the 1,00,000 souls that have transacted on Rediff's shopping site, 50 percent are from small towns
* The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in