Branding in Rural Market

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  • Topic: Brand, Marketing, Fast moving consumer goods
  • Pages : 20 (4511 words )
  • Download(s) : 20
  • Published : April 20, 2008
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Table of Contents

Table of Contents1
Executive Summary3
Introduction to Rural Market of Pakistan4
Rural Market Analysis5
Demographic Trends6
1.Population Size6
2.Number of Households6
3.Average Household Income7
4.Health & Education facilities7
5.Retail Shops8
6.Utilities (Electricity, Gas, and Water)8
Wando10
1.Market Segmentation:10
1.Consumer Profile12
2.Evaluation Process used by Consumers12
a.Price:12
b.Quality:12
c.Brand Image:12
d.Benefits Sought:12
3.Buying Pattern by Time13
4.Perceptual Map13
1.Product Category: Detergents14
2.Product Category: Beauty Care – Shampoos15
3.Product Category: Biscuits16
4.Product Category: Milk17
Retail Analysis18
FMCGs Analysis19
1.FMCGs according to Product Category19
2.Most sold Brands in each FMCG category20
3.Monthly expenditure on each FMCG category20
4.Brand Recognition21
Retail Activity Synopsis22
Branding Challenges for the Rural Market24
1.The Distribution Challenge24
2.The Marketing Challenge25
3.Packaging that sells26
4.Popular Communication Design Colors27
5.Rural Market branding; what works27
Conclusion29

Executive Summary

The rural market of Pakistan has improved a lot over the past 6 decades after independence. Many rural areas of Pakistan have now basic health and education facilities, literacy rate is improving but at a snail’s speed, and availability of FMCG has been ever on the on the rise. In order to understand the dynamics and structure of the rural market, we have identified 6 components / demographic factors which will help us in generalizing basic trends of the rural market to be hit by FMCG companies. Wando is a small village located around 40 kilometers South of Gujranwala, through the bypass to the GT Road, in the province of Punjab. The Wando market has been segmented on the basis of age and gender. Wando has approximately 45 – 50 shops including fruit shops, a PCO, a Meat Shop as well as a tandoor shop and a tyre repair shop just outside the village. In order to understand how consumers perceive various FMCG brands at time of purchase, some main brands will be tested on four factors Price, Brand Value, Quality and Packaging. After doing the survey and conducting the retail activity for FMCGs, it is concluded that rural market is still largely untapped as far as FMCGs are concerned. There is no doubt quite a reasonably huge market to be tapped by the major FMCGs brands. The penetration rate of most famous brands at present in Wando is negligible. However, many local FMCG brands are performing quite well. People are more aware of the local brands and do not very much care for the brand name or quality; they instead focus mainly on the price of the product.

Introduction to Rural Market of Pakistan

The rural market of Pakistan has improved a lot over the past 6 decades after independence. Many rural areas of Pakistan have now basic health and education facilities, literacy rate is improving but at a snail’s speed, and availability of FMCG has been ever on the on the rise. With the presence of TV in almost every 6th of a house, people are now getting aware of many products that a long time before were only considered to be made for and used by the city inhabitants of our country. However, now the FMCG companies have for some realized that the rural market was a huge market previously untapped largely because of many factors but in the past two decades, the penetration of these FMCG companies have been constantly on the rise. In order to understand the dynamics of the FMCG penetration and consumption in the rural market, it is of prime importance that we first analyze the structure and dynamics of the rural market of Pakistan. For this, an in-depth analysis of the entire rural market was not possible for the scope of our research due to the time and other limitations. However, to come up with some reasonably close estimates and somehow...
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