Rural Marketing Strategies-for Fmcg
RURAL MARKETING STRATEGIES-WITH REFERENCE TO FMCG
It’s not only the grass is greener in the country side, that’s also where a chunk of corporate top line actually comes from. It’s time to tap the rural gold mine. The Hindu Business Line
Abstract:
Rural marketing is the much talked subject for the business establishment. A decade ago rural market was seem to be unstructured and this was not found to be a target location of the corporate. This is due to the hurdles such as illiteracy, lack of technology and other factors leading to the poor reach of products. But now “Go Rural” is the slogan of marketing gurus after analyzing the socio economic changes in villages. With the changing marketing scenario, the corporate marketing strategies need to be reshaped in order to have an increased awareness among consumers and the overall development in the rural sector. The 4 P’s of rural marketing which is a hit in the cities might not work in the rural areas. To promote brands in rural markets require special dealings. Consumers have graduated to branded products with increased affordability as a result of increasing rural income. Rural market is one of the best opportunity for sector in India.. In this study the focusing is on the strategic issues of FMCG companies in rural marketing.
Introduction:
Nirma was the first FMCG Company which initiated and produced goods according to the rural consumers in 1970. Nirma’s entry changed the whole Indian FMCG scene. It became a great success story and laid the road map for others to follow. (Pravin Tripathi, 2009)
A number of companies in FMCG have adapted strategies to expand their base in rural market. Among these that have made headway are Hindustan lever, coco cola ,LG electronics, Britannia, Colgate Palmolive The ASSOCHAM study, which analyzed FMCG said the FMCG will be witnessing more than 50% of its growth in the rural and semi urban segments by 2010 and these markets presented a market size that is 3
It’s not only the grass is greener in the country side, that’s also where a chunk of corporate top line actually comes from. It’s time to tap the rural gold mine. The Hindu Business Line
Abstract:
Rural marketing is the much talked subject for the business establishment. A decade ago rural market was seem to be unstructured and this was not found to be a target location of the corporate. This is due to the hurdles such as illiteracy, lack of technology and other factors leading to the poor reach of products. But now “Go Rural” is the slogan of marketing gurus after analyzing the socio economic changes in villages. With the changing marketing scenario, the corporate marketing strategies need to be reshaped in order to have an increased awareness among consumers and the overall development in the rural sector. The 4 P’s of rural marketing which is a hit in the cities might not work in the rural areas. To promote brands in rural markets require special dealings. Consumers have graduated to branded products with increased affordability as a result of increasing rural income. Rural market is one of the best opportunity for sector in India.. In this study the focusing is on the strategic issues of FMCG companies in rural marketing.
Introduction:
Nirma was the first FMCG Company which initiated and produced goods according to the rural consumers in 1970. Nirma’s entry changed the whole Indian FMCG scene. It became a great success story and laid the road map for others to follow. (Pravin Tripathi, 2009)
A number of companies in FMCG have adapted strategies to expand their base in rural market. Among these that have made headway are Hindustan lever, coco cola ,LG electronics, Britannia, Colgate Palmolive The ASSOCHAM study, which analyzed FMCG said the FMCG will be witnessing more than 50% of its growth in the rural and semi urban segments by 2010 and these markets presented a market size that is 3
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