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Rural Quotes
The future lies with those companies who see the poor as their customers.
CK Prahalad to Indian CEO's, Jan 2000.
RURAL MARKETING
Rural Marketing
Pricing Strategy
Pricing Influences Pricing Strategies Role of Retailer & Schemes/Margins
Distribution Strategy
Coverage challenges & dilemma Channels of Distribution Existing Distribution Models Emerging Distribution Models
6
RURAL MARKETING
Issues, Opportunities & Challenges
Total
Rs 1,23,000 Crore
9
11
54.7
63.3
25.0
14.7
Aspirants Destitutes
20.9 2001 - 02
12.2 2006-7
12
Issues In Rural
Distribution Understanding the rural consumer Communication Poor infrastructure
13
14
Fewer brand choices in rural : number of FMCG brands in rural are half that of urban. Buy value for money , not cheap products
15
21 14
26
Satellite TV
Radio
Press
Cinema
TV
All Media
17
18
19
20
Marketing Opportunities
Low penetration rates in rural
% of rural HH
Durables
TV Refrigerator Mobile Phones
Urban
30.4 33.5 40.0
Rural
4.8 3.5 12.0
Total
12.1 12.0 18.0
FMCGs
Shampoo Toothpaste
Urban
66.3 82.2
Rural
35.2 44.9
Total
44.2 55.6
21
22
23