Prospects and Challenges of Rural Marketing in India
“PROSPECTS AND CHALLENGES FOR ENTERING INTO RURAL MARKET WITH SPECIAL REFERENCE TO HUL AND ITC”
By
Mrs. Madhulika Dutta Mrs. Megha Bhatia Assistant Professor Sr.Lecturer Department of Management Studies Department of Management Studies Institute of Foreign Trade and Management Institute of Foreign Trade and Management E-mail- madhulikagupta_5@yahoo.co.in E-mail- megha_100284@yahoo.co.in
Dr. Manjula Jain
Director & Professor
Department of Management Studies
Institute of Foreign Trade and Management
ABSTRACT
The rural markets are estimated to be growing fastly compared to the urban markets. In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. Rural India with its traditional perception has grown over the years, not only in terms of income, but also in terms of thinking. The rural markets are growing at above two times faster pace than urban markets; not surprisingly, rural India accounts for 60% of the total national demand. The Bottom of the pyramid marketing strategies and the 4 A's model of Availability, Affordability, Acceptability and Awareness provide us with a means of developing appropriate strategies to tackle the marketing issues for marketing services in rural areas. The paper discusses the challenges, limitations, and opportunities that are necessary to understand the rural markets and develop strategies to supply and satisfy the rural customer. The paper also focuses upon the strategies of leading MNCs like HUL and ITC to
By
Mrs. Madhulika Dutta Mrs. Megha Bhatia Assistant Professor Sr.Lecturer Department of Management Studies Department of Management Studies Institute of Foreign Trade and Management Institute of Foreign Trade and Management E-mail- madhulikagupta_5@yahoo.co.in E-mail- megha_100284@yahoo.co.in
Dr. Manjula Jain
Director & Professor
Department of Management Studies
Institute of Foreign Trade and Management
ABSTRACT
The rural markets are estimated to be growing fastly compared to the urban markets. In recent years, rural markets have acquired significance in countries like China and India, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. Rural India with its traditional perception has grown over the years, not only in terms of income, but also in terms of thinking. The rural markets are growing at above two times faster pace than urban markets; not surprisingly, rural India accounts for 60% of the total national demand. The Bottom of the pyramid marketing strategies and the 4 A's model of Availability, Affordability, Acceptability and Awareness provide us with a means of developing appropriate strategies to tackle the marketing issues for marketing services in rural areas. The paper discusses the challenges, limitations, and opportunities that are necessary to understand the rural markets and develop strategies to supply and satisfy the rural customer. The paper also focuses upon the strategies of leading MNCs like HUL and ITC to
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