Rural Marketing Fmcg Goods
ABSTRACT:-
This paper is an attempt to look into the rural market of India particularly with the focus of FMCG sector ( market ). The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy. This sector touches every aspect of human life. This sector is excited about the rural population whose incomes are rising and the lifestyles are changing. There are as many middle income households in the rural areas as there are in the urban. Thus the rural marketing has been growing steadily over the years and is now bigger than the urban market for FMCGs. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups and the same is true in India. Over 70% of sales is made to middle class households today and over 50% of the middle class is in rural India. With a near saturation and cut throat competition in urban market, many producers of FMCGs are driven to chalk out bold new strategies for targeting the rural consumers. Many companies including MNCs and regional players started developing marketing strategies to lure the untapped rural market. While developing the strategies, the marketers need to treat the rural consumers differently from the urban consumers because they are economically, socially and psycho-graphically different to each other. The key reasons that has urged the FMCG companies to enter the rural market are- Large population, Effectiveness of communication, Rising income of people, growth projections of rural market.
INTRODUCTION:-
From the strict marketing point of view, the market structure in India is dichotomous having rural and urban markets. There are certain unique characteristic features which call for separate marketing strategies to be distinctively developed to suit the rural and urban market behaviour.1
The Indian Fast Moving Consumer Goods (FMCG) industry began to shape during the last fifty odd years. The FMCG sector is a cornerstone of the Indian economy. This
This paper is an attempt to look into the rural market of India particularly with the focus of FMCG sector ( market ). The Fast Moving Consumer Goods (FMCG) sector is a corner stone of the Indian economy. This sector touches every aspect of human life. This sector is excited about the rural population whose incomes are rising and the lifestyles are changing. There are as many middle income households in the rural areas as there are in the urban. Thus the rural marketing has been growing steadily over the years and is now bigger than the urban market for FMCGs. Globally, the FMCG sector has been successful in selling products to the lower and middle income groups and the same is true in India. Over 70% of sales is made to middle class households today and over 50% of the middle class is in rural India. With a near saturation and cut throat competition in urban market, many producers of FMCGs are driven to chalk out bold new strategies for targeting the rural consumers. Many companies including MNCs and regional players started developing marketing strategies to lure the untapped rural market. While developing the strategies, the marketers need to treat the rural consumers differently from the urban consumers because they are economically, socially and psycho-graphically different to each other. The key reasons that has urged the FMCG companies to enter the rural market are- Large population, Effectiveness of communication, Rising income of people, growth projections of rural market.
INTRODUCTION:-
From the strict marketing point of view, the market structure in India is dichotomous having rural and urban markets. There are certain unique characteristic features which call for separate marketing strategies to be distinctively developed to suit the rural and urban market behaviour.1
The Indian Fast Moving Consumer Goods (FMCG) industry began to shape during the last fifty odd years. The FMCG sector is a cornerstone of the Indian economy. This