Rural Marketing Strategies
TITLE: RURAL MARKETING STRATEGIES - WITH REFERENCE TO FMCG
PRIYANKA .M , M.B.A, I year PRIST SCHOOL OF BUSINESS PRIST UNIVERSITY PUDUCHERRY CAMPUS
Abstract-
This study provides a bunch of knowledge about demand of different FMCG products in rural areas as well it also provides a detail knowledge about the consumer preference towards different FMCG products. The report also provides the details about the history of FMCG sector in rural India. Now at the present time, rural market is one of the best opportunity and focusing sector for the major FMCG companies in India. Each and every company is set to invest a huge capital for competition in rural market. Different strategies of FMCG companies in different product categories are discussed in detail.
Key words: Strategies for marketing FMCG
Introduction
There was a time when the FMCG companies ignores rural market, they took no any interest to produced or sell products in rural market in India. It was the initial stage of FMCG companies in India. As per as the time had passed, the strategy and marketing style of FMCG companies had been changed. Background of the study: - In 1970, Nirma was the first FMCG Company to initiate and produced goods according to rural consumers. In the early 1970s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited reacted in a way typical of many multinational companies. However, Nirma’s entry changed the whole Indian FMCG scene .It became a great success story and laid the roadmap for others to follow. MNC’s like HLL, which were sitting pretty till then, woke up to new market realities and noticed the latent rural potential of India. 1983, C K Ranganathan started selling shampoos in a sachet with an investment of Rs 15,000 and dared to take on the multinationals, Lever and P&G, the unquestioned leaders in that segment. . He targeted rural and small-town consumers who used soaps to wash their hair. He introduced the
PRIYANKA .M , M.B.A, I year PRIST SCHOOL OF BUSINESS PRIST UNIVERSITY PUDUCHERRY CAMPUS
Abstract-
This study provides a bunch of knowledge about demand of different FMCG products in rural areas as well it also provides a detail knowledge about the consumer preference towards different FMCG products. The report also provides the details about the history of FMCG sector in rural India. Now at the present time, rural market is one of the best opportunity and focusing sector for the major FMCG companies in India. Each and every company is set to invest a huge capital for competition in rural market. Different strategies of FMCG companies in different product categories are discussed in detail.
Key words: Strategies for marketing FMCG
Introduction
There was a time when the FMCG companies ignores rural market, they took no any interest to produced or sell products in rural market in India. It was the initial stage of FMCG companies in India. As per as the time had passed, the strategy and marketing style of FMCG companies had been changed. Background of the study: - In 1970, Nirma was the first FMCG Company to initiate and produced goods according to rural consumers. In the early 1970s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited reacted in a way typical of many multinational companies. However, Nirma’s entry changed the whole Indian FMCG scene .It became a great success story and laid the roadmap for others to follow. MNC’s like HLL, which were sitting pretty till then, woke up to new market realities and noticed the latent rural potential of India. 1983, C K Ranganathan started selling shampoos in a sachet with an investment of Rs 15,000 and dared to take on the multinationals, Lever and P&G, the unquestioned leaders in that segment. . He targeted rural and small-town consumers who used soaps to wash their hair. He introduced the
References: : 1.Ramkshen Y, Rural and Agricultural marketing, JAICO publishing house, Second Edition. 2.Awadesh Kumar Singh and Satyaprakash Pande, Rural Marketing, Indian Perspective, New Age International 4. Survey, Field work and observation. 3. www.icmrindia.org. 4. http://knowledge.wharton.upenn.edu/india.article.cfm