RURAL MARKETING

RURAL MARKETING
CHALLENGES IN OPPORTUNITIES IN
RURAL MARKETING RURAL MARKETING
CHALLENGES IN RURAL MARKETING

DISTRIBUTION

COMPREHENDING RURAL CONSUMER PSYCHE

LIMITED KNOWLEDGE
CHALLENGES …..

COMMUNICATION

COST PER CONTACT

FAKE & SPURIOUS PRODUCTS

GENERIC : PSUEDO
PONDS POLONS
RIN RUN

CADBURY’S ECLAIRS CHOUDHARYS ECLAIRS

NIRMA NILIMA, NARIMA
LIFEBUOY LIFEJOY
COLGATE COLLEGE
FAIR & LOVELY FRIENDS AND LOVELY
501 BAR 509 BAR
CHALLENGES…..

BUDGETARY ALLOCATIONS

URBAN ORIENTATION & BIAS

LACK OF COMPETENCE & COMMITMENT

RURAL MARKETS : OPPORTUNITIES

RURAL PROSPERITY

AGRICULTURE & MONSOON DEPENDENCE

RURAL CONSUMPTION
Per capita expenditure
Level No. of states states Expenditure

Above Rs 382 7 Punjab, Kerala, 614,604,546,452,41

Haryana, 5,386,384
Rajasthan, Gujrat ,
A.P, Maharashtra

Rs 382 5 West -Bengal, 382, 381, 381, 373,

Orrissa, Tamil 365
Nadu, U.P,
Karnataka

Low below Rs 350 3 Assam, M.P., Bihar 338,326,289

Increasing rural consumption
products Rural markets Urban markets

Nail polish 270 m units 81 m units

Lipstick 250 m units 131 m units

Shampoo 2257 Tonnes 718 Tonnes

OPPORTUNITIES
 BRANDED PRODUCTS : SALE

 LARGE POPULATION

RURAL MARKETING EFFORTS

MARKETING EFFORTS
FACTORS INC. IN SHAMPOO INC. IN TOILET SOAP
SALE SALE

PENETRATION 77% 19%

PROMOTION 13% 46%

INTENSITY

INCOME 8% 17%

POPULATION 2% 18%
INCREASE