Retail Strategy to Enter Rural India
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A Research Study on Rise of Retail sector in Rural India
By
Karan Kathuria (9030241411)
Nitin Solan (9030241419)
Sumit Aggarwal (9030241433)
Vibhor Gupta (9030241436)
Table of Contents
Abstract 4
1 Introduction 5
1.1 Background 5
1.2 Purpose of the Study 6
1.3 Research Questions 7
1.4 Research Methodology used 7
2. Literature Review 8
3. Data Analysis - Preference of Various FMCG goods in rural market 8
3.1 Toothpaste market in rural sector 8
3.2 Different Soap Brands in Rural Market 9
3.3 Preference of different shampoos 9
3.4 Preference of consumer towards detergents 10
3.5 Analysis of all data collected 11
4. Data Analysis - Strategies used by different companies to expand their market share 12
4.1 Strategies to penetrate the rural market 12
4.2 Strategies adopted by companies and output they got 14
4.2.1 ITC 14
4.2.2 Amul 15
4.2.3 Coca Cola’s Parivartan 15
4.2.4 Project Shakti 16
4.2.5 3A Bazaar 16
4.2.6 Kellogg’s 16
4.2.7 Nivea 16
5 Findings from the Research 17
Bibliography 19
Table of Figures
Figure 1: Demands of Different Toothpaste Brands 8
Figure 2: Demand of Soap Brands 9
Figure 3: Demand of Shampoo Brands 10
Figure 4: Demand of Shampoo in Sache Category 10
Figure 5: Demand of Detergents 11
Figure 6: Demand of Detergent in Sache 11
Figure 7: PUB Model for enhancing consumer awareness 13
Figure 8: ITC’s share of rural market 14
Figure 9: Sales Figure of Amul 15
Table of Tables
Table 1: Strategy Matrix for rural penetration 17
Abstract
The revolution in retailing industry has brought many changes and also opened door for many Indian as well as foreign players. In a competitive and volatile market like India there is a constant clash between challenges and opportunities. Plenty of companies are devising strategies to maintain their foothold and increasing their profits in organised retail sector. In order to maintain their supremacy most of the organised
A Research Study on Rise of Retail sector in Rural India
By
Karan Kathuria (9030241411)
Nitin Solan (9030241419)
Sumit Aggarwal (9030241433)
Vibhor Gupta (9030241436)
Table of Contents
Abstract 4
1 Introduction 5
1.1 Background 5
1.2 Purpose of the Study 6
1.3 Research Questions 7
1.4 Research Methodology used 7
2. Literature Review 8
3. Data Analysis - Preference of Various FMCG goods in rural market 8
3.1 Toothpaste market in rural sector 8
3.2 Different Soap Brands in Rural Market 9
3.3 Preference of different shampoos 9
3.4 Preference of consumer towards detergents 10
3.5 Analysis of all data collected 11
4. Data Analysis - Strategies used by different companies to expand their market share 12
4.1 Strategies to penetrate the rural market 12
4.2 Strategies adopted by companies and output they got 14
4.2.1 ITC 14
4.2.2 Amul 15
4.2.3 Coca Cola’s Parivartan 15
4.2.4 Project Shakti 16
4.2.5 3A Bazaar 16
4.2.6 Kellogg’s 16
4.2.7 Nivea 16
5 Findings from the Research 17
Bibliography 19
Table of Figures
Figure 1: Demands of Different Toothpaste Brands 8
Figure 2: Demand of Soap Brands 9
Figure 3: Demand of Shampoo Brands 10
Figure 4: Demand of Shampoo in Sache Category 10
Figure 5: Demand of Detergents 11
Figure 6: Demand of Detergent in Sache 11
Figure 7: PUB Model for enhancing consumer awareness 13
Figure 8: ITC’s share of rural market 14
Figure 9: Sales Figure of Amul 15
Table of Tables
Table 1: Strategy Matrix for rural penetration 17
Abstract
The revolution in retailing industry has brought many changes and also opened door for many Indian as well as foreign players. In a competitive and volatile market like India there is a constant clash between challenges and opportunities. Plenty of companies are devising strategies to maintain their foothold and increasing their profits in organised retail sector. In order to maintain their supremacy most of the organised
Bibliography: 3ABazaar. (n.d.). www.3abazaar.com. Retrieved September 27, 2009, from www.3abazaar.com. Amul, C. (n.d.). www.amul.com. Retrieved September 30, 2009, from www.amul.com. Assocham. (2006, December 24). http://www.assocham.org/prels/shownews.php?id=847. Retrieved September 20, 2009, from www.assocham.org. Coca-Cola, C. (2008, Feb 5). http://www.thecoca-colacompany.com/citizenship/news_india_retailers.html. Retrieved September 30, 2009, from www.thecoca-colacompany.com. Dr. Pratibha Goyal, D. G. (2008). RURAL RETAIL OUTLETS IN PUNJAB: A STUDY OF FARMERS preferences and satisfaction. Punjab. Financial-Express. (2004, March 02). http://www.financialexpress.com/news/hll-project-shakti-to-cover-all-rural-india/100565/. Retrieved September 30, 2009, from www.financialexpress.com. Knowledge@Wharton. (2007, 08 March). http://knowledge.wharton.upenn.edu/india/article.cfm;jsessionid=a83058293c484a578b9e2d4539455743117f?articleid=4172. Retrieved September 25, 2009, from http://knowledge.wharton.upenn.edu. Meheer. (2009, September 14). http://communications.webalue.com/2009/9/14/branding-mishaps-kelloggs-india-venture-a-failure. Retrieved September 30, 2009, from http://communications.webalue.com. Mukherjee, R. (2009, April 8). http://timesofindia.indiatimes.com/news/business/india-business/Rural-India-promises-growth-for-retail/articleshow/4371528.cms. Retrieved September 24, 2009, from http://timesofindia.indiatimes.com. PRAVIN TRIPATH, M. S. (2008). STUDY OF OPPORTUNITY FOR FMCG PRODUCTS IN RURAL INDIA. GHAZIABAD: IMT GHAZIABAD. Sethumadhavan, M. R. (2007, August 23). http://www.indianmba.com/Faculty_Column/FC633/fc633.html. Retrieved September 22, 2009, from www.indianmba.com.etail