Chapter 12

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

The Future of Rural Marketing

Rural Marketing, 2e

Understand the rural boom

Identify the way forward for rural marketing

Understand the rural dividend and new opportunities

Rural Marketing, 2e

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Learning Objectives

Expected to be a one trillion USD market by 2017

Shift to non-farm activities

Better infrastructure in terms of roads, electricity, and

communication

Improved literacy and incomes

Rural consumption and penetration levels of FMCG products

to equal urban levels by 2017 (McKinsey report)

Agricultural reforms leading to explosion in demand

Rural Marketing, 2e

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

The Rural Boom

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

The Way Forward

Rural Marketing, 2e

Rural healthcare, durable consumer financing, banking,

construction and housing great opportunities in rural India

Companies can derive a huge rural dividend if they get

their focus and strategies right

Companies have to understand the rural consumer and the

ecosystem

Solutions have to be developed to overcome the challenges

of accessibility, affordability and availability

Rural consumers have to be approached with a business

mind, social heart approach

Rural Marketing, 2e

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Rural Dividend

Discussion Questions:
1. What were the key barriers to the adoption of 3G services?
How did this project achieve the concept of a new concept?
2.

Why were PCOs targeted n this model as the delivery channel?

The rollout of 3G services can revive the PCO business in
rural India. Give arguments in favour of and against this
statement.

3.

What triggered the actual behaviour change? Which

communication approaches were effective in bringing about
the change? Why?

4.

What could be the other possible rural delivery channels that

could be used for delivering video telephony services?

Rural Marketing, 2e

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Rural Marketing Case

3G Video Telephony

Innovation, Immersion and

Inclusion

Rural Marketing, 2e

Copyright 2012 Dorling Kindersley (India) Pvt. Ltd.

Successful Mantra for The Way

Ahead in Rural Markets