“Success Mantras for Rural Marketing in India”
A
Project Report
On
“SUCCESS MANTRAS FOR RURAL MARKETING IN INDIA”
Submitted to : Submitted By:
Prof. Shipra Chaddha Name- Vakul Singh Gupta FPG0810/184
Indian Business Academy
What makes Indian Rural Market so attractive to companies
The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent.
The rural market is zooming ahead at around 25 per cent annually. "The rural market is growing faster than urban India now," says Venugopal Dhoot, chairman of the Rs 989 -crore(Rs billion) Videocon Appliances. "The urban market is a replacement and up gradation market today," adds Samsung 's director, marketing, Ravinder Zutshi.
Reasons for improvement of business in rural area * Socio-economic changes (lifestyle, habits and tastes, economic status) * Literacy level (25% before independence – more than 65% in 2001) * Infrastructure facilities (roads, electricity, media) * Increase in income * Increase in expectations
MART, the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail
Project Report
On
“SUCCESS MANTRAS FOR RURAL MARKETING IN INDIA”
Submitted to : Submitted By:
Prof. Shipra Chaddha Name- Vakul Singh Gupta FPG0810/184
Indian Business Academy
What makes Indian Rural Market so attractive to companies
The Indian rural market has a huge demand base and offers great opportunities to marketers. Two-thirds of Indian consumers live in rural areas and almost half of the national income is generated here. The reasons for heading into the rural areas are fairly clear. The urban consumer durable market for products like colour TVs, washing machines, refrigerators and air conditioners is growing annually at between 7 per cent and 10 per cent.
The rural market is zooming ahead at around 25 per cent annually. "The rural market is growing faster than urban India now," says Venugopal Dhoot, chairman of the Rs 989 -crore(Rs billion) Videocon Appliances. "The urban market is a replacement and up gradation market today," adds Samsung 's director, marketing, Ravinder Zutshi.
Reasons for improvement of business in rural area * Socio-economic changes (lifestyle, habits and tastes, economic status) * Literacy level (25% before independence – more than 65% in 2001) * Infrastructure facilities (roads, electricity, media) * Increase in income * Increase in expectations
MART, the specialist rural marketing and rural development consultancy has found that 53 per cent of FMCG sales lie in the rural areas, as do 59 per cent of consumer durable sales, said its head Pradeep Kashyap at the seminar. Of two million BSNL mobile connections, 50 per cent went to small towns and villages, of 20 million Rediffmail
References: 1. www.thehindubusinessline.com/nic/073/index.htm 2. www.coolavenues.com/know/mktg/ 3. www.indianmba.com/Faculty_Column/FC658/fc658.html 4. business.mapsofindia.com/rural-economy/state-development/marketing.html 5. www.icmrindia.org/casestudies/catalogue/Marketing/MKTG081.htm 6. www.google.com 7. www.wikipedia.com 8. www.deccanherald.com