Hul Rural Marketing
RURAL MARKETING
A Project on
T.Y.BMS
COMPILED BY: RAJIV.B (09) NAVIN.C (11) ANKIT.G (15) ROHAN.M (31) RINKI.W (59)
Introduction
Gone are the days when a rural consumer went to a nearby city to buy ‘branded products and services’. Trends indicate that the rural markets are coming up in a big way and growing twice as fast as the urban, witnessing a rise in sales of hitherto typical urban kitchen gadgets such as refrigerators, mixer-grinders and pressure cookers. According to a National Council for Applied Economic Research (NCAER) study, there are as many 'middle income and above' households in the rural areas as there are in the urban areas. There are almost twice as many 'lower middle income' households in rural areas as in the urban areas.
The absolute size of rural India is expected to be double that of urban India. The study on ownership of goods indicates the same trend. It segments durables under three groups - (1) necessary products - Transistors, wristwatch and bicycle, (2) Emerging products – Black & White TV and cassette recorder, (3) Lifestyle products – Color TV and refrigerators. Marketers have to depend on rural India for the first two categories for growth and size. Even in lifestyle products, rural India will be significant over next five years. Apart from increasing the geographical width of their product distribution, the focus of corporates should be on the introduction of brands and develop strategies specific to rural consumers. Britannia Industries launched Tiger Biscuits especially for the rural market. It clearly paid dividend. Its share of the glucose biscuit market has increased from 7 per cent to 15 per cent.
About the company
Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever
A Project on
T.Y.BMS
COMPILED BY: RAJIV.B (09) NAVIN.C (11) ANKIT.G (15) ROHAN.M (31) RINKI.W (59)
Introduction
Gone are the days when a rural consumer went to a nearby city to buy ‘branded products and services’. Trends indicate that the rural markets are coming up in a big way and growing twice as fast as the urban, witnessing a rise in sales of hitherto typical urban kitchen gadgets such as refrigerators, mixer-grinders and pressure cookers. According to a National Council for Applied Economic Research (NCAER) study, there are as many 'middle income and above' households in the rural areas as there are in the urban areas. There are almost twice as many 'lower middle income' households in rural areas as in the urban areas.
The absolute size of rural India is expected to be double that of urban India. The study on ownership of goods indicates the same trend. It segments durables under three groups - (1) necessary products - Transistors, wristwatch and bicycle, (2) Emerging products – Black & White TV and cassette recorder, (3) Lifestyle products – Color TV and refrigerators. Marketers have to depend on rural India for the first two categories for growth and size. Even in lifestyle products, rural India will be significant over next five years. Apart from increasing the geographical width of their product distribution, the focus of corporates should be on the introduction of brands and develop strategies specific to rural consumers. Britannia Industries launched Tiger Biscuits especially for the rural market. It clearly paid dividend. Its share of the glucose biscuit market has increased from 7 per cent to 15 per cent.
About the company
Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever