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Refrigerater 33.5
V Heterogeneous population
V Various tiers depending on the income
V State wise variation in rural demographics
V Literacy % in ( Kerala 90%, Bihar JJ%
V Population below poverty line (Orissa J8%,
Punjab 6%
V REALITY
V Number of middle class ( annuals income Rs J5000-
J5000-
2, 5,000
V Rural 27.J million
V Orban 29.5 million
Poor Infrastructure
Physical Distribution
Channel Management
2 Affordability (Price
3 Acceptability (Product
J Awareness (Awareness
V ` allenges
V Regularly reach product
to the far-
far-flung villages.
V Indias 627,000 villages are
spread over 3.2 millions sq
Km ; 700 million indians
may live rural areas
V @trategies
V Strive to reach at least
3, 3 villages with a
population market
penetration
V Can reach the market bye
the following ways:
V Hindustan lever, to serve remote village ,use
auto rickshaws ,bullock-carts and even boats in
the backwaters of Kerala.
V Coca-Cola, has evolved a hub and spoken
distribution Mosel to reach the village .to
ensure full loads ,the company depot supplies
,twice a week, large distributors which who act
as hub . These distributors appoint and supply
,once a week, smaller distributors in adjoining
areas.
AFFORABILITY
V Challenges :
V Strategies :
V @trategies :
V Opinion leaders play a key role in popularizing
product and influence in rural market so
choose the appropriate opinion.
V Can use the following promotional methods:
V One on One contact
programs are
extremely efficient
manner to reach the
rural consumer.
V Provide an
opportunity to
V Demonstrate
V Induce Trial
V Educate
V An opportunity to
present brand stories
using better display
tools
V Large screens
V Animations
V Melas can be used for
V Retail sale points
V Sampling exercise
V Demonstration
a Marketing @trategy
istribution @trategy
3 Promotional @trategy
Marketers need to understand the psyche of
the rural consumers .
2 intensive personal selling efforts
3 Firms should refrain from designing goods for
the urban markets and subsequently pushing
them in the rural areas
J by utilizing the various rural folk media to
reach them in their own language
using company delivery van which can serve
two purposes
2 Annual "melas
3 fixing specific days in a week as Market Days
(often called "Haats'
J "Mandis" or Agri-markets
the audio visuals must be planned to convey a
right message to the rural folk. The rich,
traditional media forms like folk dances,
puppet shows, etc., with which the rural
consumers are familiar and comfortable, can be
used for high impact product campaigns.