...The importance of studying consumer buying behaviour as an area of marketing is increasing due to several factors. In order to offer any product or service to the customers businesses must understand their customers’ culture, social group and many other factors. Understanding these factors helps businesses to draw an effective marketing plan in order to satisfy the needs and wants of their customers in more efficient way. Companies need to be analysing their consumer buying behaviour in a constant manner in order to assess the impact of marketing strategy on customers, to deal with elements of marketing mix strategy with an increased level of effectiveness, and to be able to forecast buyer behaviour to various marketing strategies. Factors...
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...and its impact on Rural market, Consumers and Farmers in India Notan Bhusan Kar* Abstract Globalization, liberalization and privatization have brought many changes in the Indian economy. Since 1991, the New Economic Policy has been implemented in India and that policy is clearly associated with Globalization. As a result, many multinational companies (MNCs) along with indigenous products have entered into Indian Market. The rural market is the biggest market in India because two third of the Indian consumers live in rural areas. Most consumers of these regions, which is around 70 percent, are engaged in agriculture and its allied works for their livelihood. Over 70 percent of sales are made to the middle class households today of which over 50 percent of the middle class belong to rural India. Thus the rural market has been growing to the Fast Moving Consumer Goods (FMCG) and is now bigger than the urban market. According to a study by Chennai-based Francis Kanoi Marketing Planning Services Pvt. Ltd. today the rural market in India is worth Rs.1,23,000 crores, among which Rs.45,000 crores are agri-inputs market. To capture this lucrative market, many producers including multinationals have been developing their marketing strategies. It is a fact that due to ignorance and low awareness, most of the rural consumers are helpless against the unethical marketing practices of these greedy marketers. This paper aims to examine whether the purchasing power of the rural people has really...
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...PROJECT PROPOSAL Title The title of the project is “To identify, study and suggest improvements on the sales and distribution strategies of FMCG products in Rural India.” Rationale Rural marketing and rural penetration are very key issues in FMCG companies today. With heavy penetration of all FMCG categories in urban India and with a highly fragmented market in most categories, the only way the categories can show substantial growth is through penetrating deeper and deeper into rural India. This involves creating product awareness, creating brand awareness, generating trials and facilitating repeats. In the whole process, sales and distribution of these products forms the backbone. The dynamics of selling FMCG products in rural areas is very different from urban areas, especially because media has a lower reach in these areas and Cable & Satellite penetration in these areas is quite low. Hence the sales and distribution function of a company will largely determine the fate of its products in rural areas. Therefore it will be very interesting to study what works for a category in rural areas and whether such learnings can be applied across categories to facilitate growth in rural areas. Scope The project would comprehensively cover S&D issues in rural India and will try to address them. Some of these issues are: Channel design and channel features Retailer profiling and retailer management Operational design associated with channel management ...
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...Sales and Distribution Management Program Credit Course Code : PGPM : 3 : SL MM 606 Class of Sessions : 2012 : 30 Objective To make the student aware of issues related to sales force management focusing on ―selling‖ as a tool of Marketing Communication. The study of Channel Management offers an appreciation of logistics of information and goods, and exposes students to the types of systems required to optimize organizational efficiency through this function. Learning Objective: The aim is to prepare students to manage sales and channel teams for different types of selling, with the purpose of enhancing value based output and productivity Learning Outcomes: REFERENCE BOOKS Sales Management - Decisions, Strategies and Cases. 5ed Marketing Channels: A Relationship Approach Sales & Distribution Management Sales Management Sales and Distribution Management – Text & Cases Retailing Management – Text & Cases, 2 nd AUTHOR / PUBLICATION Richard R Still, Edward W Cundiff, Norman A, P Govoni- PCI Coughlan, 7th ed IUP Panda / Sahadev Havaldar / Cavale. Tata Mcgraw Hill - 2007 Pradhan, Swapna. Tata McGraw-Hill - 2006 e Faculty teaching the subject in all PGPM Campuses should refer Articles, Journals, Websites. Detailed Syllabus Introduction: Emerging Trends in S & D, Linking S & D Role & Responsibility of Sales person: - Cross Functional Linkages, Types of selling, Value Proposition, Lifetime Customer Value Creation- Key Accounts Management. Selling Skills: Communication...
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...“RURAL MARKETING” Executive Summary A debate continued for a long time amongst the Indian marketers, both practitioners & academicians, on the justification for the existence of the distinct discipline of rural marketing. Consequently, two schools of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in rural areas. However, the second school saw a clear distinction between urban & rural India, & suggested a different approach, skills, tools & strategies to be successful in rural markets. What differentiates the two markets is not mere income, but a host of other infrastructural & socio-cultural factors. Thus, the rural market cannot be tapped successfully with an urban marketing mindset & would definitely require its thorough understanding. In other words, the approach toward rural markets needs to be distinct from the one adopted for the urban markets. Thus, in a large rural economy like India’s, rural marketing has emerged as an important & distinct internal sub-division within the marketing discipline. This sub-division clearly highlights the differences between rural marketing & mainstream marketing. Table of contents 1) Rural marketing 3 2) Evolution of rural marketing 4 3) Nature of rural market 8 4) Rural marketing transactional or developmental 9 5) Classification...
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...Worksheet No. A 1 Question Decision Legacy What are the key ‘decisions’ the company has made since its inception? What was the situation when these decisions were made? Answer To cater to the healthcare requirements of rural population by hiring local women as Sahayikas Situation – Problem Positive outcomes I. Increasing population in rural India presents huge opportunity for providing healthcare II. The importance of women in the lives of people in rural India Negative outcomes i. ii. 3 What are the causes of these outcomes? Failure of other medical options and prevalence of quacks Abysmal healthcare conditions in rural India 2 Outcome: Importance of women Causes: Women directly responsible for health of children and can transfer best practices from generation to generation Outcome: Poor healthcare in rural India Causes: Prevalence of quacks as the only source of medical help in rural areas and lack of trust in other practices among people Problem: Low demand below the breakeven point making the program unsustainable Cause Lack of trust in modern medicine and lack of awareness among people in terms of ill effects of steroids Criteria Low number of patients and repeat patients Awareness about the program as well as the ill effects of steroid injections Trust and reliability of Piramal e-swasthya Confidence of people in Piramal workers Increasing awareness about the program as well as the ill effects of steroid injections Improving the trust and reliability of Piramal...
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...E-VOLUTION: TECHNOLOGY AS A DRIVER OF RURAL RETAIL IN INDIA – A CASE OF ITC’S FORAY INTO THE RURAL MARKET. | Ms Smita Singh, Research Scholar, Department of Business Administration, University of Lucknow, Lucknow(M) 098395-01035e-mail: smita_saggi@rediffmail.com | Ms. Smita Singh Ms. Singh is a visiting faculty at Institute of Management Sciences, University of Lucknow and Distance Learning Centre for Punjab Technical University. She has been associated with academics for the past 2½ years and is enrolled for PhD research at the Department of Business Administration, University of Lucknow. She has worked with Wigan and Leigh College, Lucknow as Programme Manager and Academic Head, Management. A NTSE (NCERT) and HRD Ministry scholarship holder, she has qualified SLET in Anthropology. With over 8 years of industry experience, her current affiliation as Human Resource Consultant is with the Lucknow based project centre of Johns Hopkins University of Public Health and Hygiene, which she earlier served for 4 years as Manager HR and Research Associate. DECLARATION I hereby declare that the paper/case is original and is authored by me. The paper/case has not been published elsewhere ABSTRACT E-VOLUTION: TECHNOLOGY AS A DRIVER OF RURAL RETAIL IN INDIA – A CASE OF ITC’S FORAY INTO THE RURAL MARKET. 70 % of India's population lives in rural areas in its 627000 villages. Technopak’s...
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... Entrepreneurship and Small Business Management Unit Code: MAR 602-6 About Pradeep Kashyap Pradeep kashyap, the CEO and the founder of MART, is known as the father of rural marketing in India. He is currently the marketing consultant of the Ministry of Rural Development and has worked with the Prime Minister’s Office and Chief Minister Committees on rural development. He has also worked as a consultant in the World Bank and United Nations and was the Chairman of Khadi Commission National Marketing Committee and a member of the National Bank for Agriculture and Rural Development (NABARD) and Small Industries Development Bank of India (SIDBI) national advisory committees. Pradeep Kashyap has 20 years of history, working with multinational companies like EXIDE, BOSCH & DENSO, and another 20 years as the guide for the rural development and marketing committees. Mr. Kashyap is a regular speaker at various CEO forums both within the county and outside India. He is very well known as a leader and an entrepreneur. In 2008 at Cannes Lions in France, he was the only speaker from India among the 50 global speakers all around the world who addressed 24 seminars. Mr. Kashyap is often invited by top business schools in India as a guest speaker. Pradeep Kashyap also has a history of doing service for thousands of rural poor livelihoods which is collectively being promoted. One of his Projects known as ‘Shakti’ with Unilever, which basically recruits 46,000 poor ladies from a weak financial...
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...A Research paper On Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Name of Authors:- *Mr. Rajesh Rathore Research Scholar , Maharaja College of Management, Udaipur, Rajasthan Corresponding Address:- Maharaja College of Management Maharaja Educational Campus, N.H.76, Airport Road, Debari, Udaipur (Rajasthan) – 313024 E-mail:- rajesh_rathore@rediffmail.com Mobile No:- 07597868902 Rural marketing: A New Way to Tap The Rural Consumers In Present Scenario Abstract *Mr. Rajesh Rathore Indian rural market consists of more than 740 million consumers and has wide potential for expansion. According to Census 2001, 73% of Indian population is living in rural areas. Though over the last three decades there has been a marginal reduction in the rural population expressed as a percentage of total population, there has been a steady growth in rural population in terms of absolute numbers and it has reached 74 crores. After the 1991 economic reforms there have been many changes in the socio, economic, political and cultural outlook of India. The rural India is providing a large consumer base to the marketers to market their products. This paper highlights the challenges of marketing communication for rural Indian consumers. Over the past few years rural India has witnessed an increase in the...
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...MKS0119 Nokia’s Rural Marketing Strategies in India: Reaching Out to the Bottom of Pyramid “The rural consumer is discerning and the rural market is vibrant. At the current rate of growth, it will soon outstrip the urban market. The rural market is not sleeping any longer. We are.”1 – Adi Godrej, Chairman, Godrej Group of Industries To expand its presence, Nokia is planning to launch a new service ‘Nokia Life Tools’ that would provide information on market price, weather, etc., to information-starved farmers. While the idea is not new, the challenge in front of Nokia is to convert the 70 million rural mobile users in using its service, amidst competition from local input dealers and ITC e-Choupal that offers similar services. Rural Marketing in India: Demographics and Economics Out of India’s population of over 1 billion, 70% lives in rural India.2 India consists of 627,000 villages3 with 13% of them having a population of above 2000.4 For the people of rural India, agriculture is the main occupation. Agriculture contributes 17.8% to India’s GDP with about 60% of the workforce employed in the agriculture sector in 2008.5 Since independence, rural India went through a socio-economic transformation due to the various initiatives taken by the ministry of rural development.6 However, till 1990s, the gap between rural and urban development remained wide. With the implementation of minimum support price (the rate at which the government buys the farm produce to prevent farmers from...
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...Marketing Channel Strategies in Rural Emerging Markets Unlocking Business Potential By Benjamin Neuwirth Benjamin Neuwirth, Kellogg School of Management, bneuwirth2012@kellogg.northwestern.edu 1 EXECUTIVE SUMMARY In his landmark book “The Fortune at the Bottom of the Pyramid,” C.K. Prahalad describes the profits that can be earned by selling products to “Bottom of the Pyramid” customers. While there is truth to this, companies face unique challenges when operating in the rural regions of emerging markets where many of these customers live. For example, the consumer population is dispersed over a wide geographic area, transportation infrastructure is often poorly developed, and many consumers have sporadic and extremely low incomes. This paper examines these challenges from a marketing channel perspective. The fundamental question is: How can companies entering into rural emerging markets design a marketing channel strategy that meets the needs of customers and allows for the long-term profitable success of the business? I begin answering this question by examining common challenges that companies operating in this environment face. Each challenge is accompanied by examples of companies that have solved the problem in a unique way. Then, I develop a generalized framework for designing marketing channels in rural emerging markets. Finally, I apply the framework to d.light Design, a company that manufactures and sells solar lanterns in India and Africa and that I worked...
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...Cottle Taylor:Expanding oral care group in India Brinda Patel is the director of Cottle Taylor, an oral care firm which manufactures oral care, personal care and home care products. Patel has developed a marketing plan, according to which there will be 20% increase in toothbrush unit sales. Michael Lang is her manager and he found Patel’s sales forecast conservative. Lang and Patel both have different ideas of what strategy should be implemented in India. Having had success in Thailand, Lang wants to implement similar strategies in India and concentrate on mid-range brushes and battery operated products for customers with higher income. Whereas Brinda who has detail knowledge about the Indian market wants to focus on the low-end brushes for first time users. Some of the issues of Indian market include: * Lack of awareness and widespread practice of chewing twigs from Neem Tree. * 50% of Indians not concerned about dental problems. * Rural people are 5 times more reluctant to use modern oral care product than urban people. * 80% population lives in less than $2 a day. * 4/5 tooth brushers used the same brush well beyond three months. * Distributors did’nt understand key selling point of cottle’s toothbrush * Difficulty in communicating in rural locations- varied dialect * Regional holidays and festivals often complicated distributor staffing and retail deliveries. * Issues in inventory planning because sales are influenced by customer’s daily...
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...Impact of Visual Communication in Rural Markets Submitted By: Name: Sujit Mishra Course: PGDM- Marketing Roll No: 056 Under the guidance of: Dr. Ramkishen. Y Faculty in Marketing K J SIMSR K J Somaiya Institute of Management Studies & Research IV Trimester, 2012 Abstract: Rural marketing involves addressing around 700 million potential consumers, over 40 per cent of the Indian middle-class, and about half the country's disposable income. According to a NCAER study the consuming class households in rural equals the number in urban and awareness The recent NCAER publication "The Great Indian Middle Class" further reveals that the Indian middle class consisted on 10.7 million households or 57 million individuals of which 36 per cent lived in rural areas. Companies are always looking for tools and ways to increase the brand visibility and communication. Brand communication to the consumers is always an important marketing goal of marketers. In doing so, they spend a lot through their marketing services firm, which provides the advertising and communication services to the client firms. Promotion of brands in rural markets requires the special measures. Due to the social and backward condition the personal selling efforts have a challenging role to play in this regard. Going by some of the characteristics of the rural public, which are high brand loyalty, low income influenced by seasonal fluctuations, low...
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...UNIVERSITY INSTITUTE OF APPLIED MANAGEMENT SCIENCES Aruna Chandra Hall (Near Post Office), Panjab University, Sector 14, Chandigarh-160 014 (India) Telefax: 0172-2701403 Phone: 0172-2534889 Email: uiams@pu.ac.in Website: uiams.puchd.ac.in SYLLABUS OF THE 1ST YEAR TRIMESTER – I CODE MBA-011 MBA-021 MBA-031 MBA-041 MBA-051 MBA-061a MBA-061b PAPER Principles and Practices of Management Quantitative Techniques for Managerial Decision Making. Managerial Economics Human Resource Management Accounting for Management Seminar on Executive Communication Workshop on Information Technology for Management CREDITS 4 4 4 4 4 2 2 MARKS 100 100 100 100 100 50 50 TRIMESTER – II CODE MBA-072 MBA-082 MBA-092 MBA-102 MBA-112a MBA-112b PAPER CREDITS Quantitative Methods and Operations Research 4 Economic Environment for Business 4 Production and Operations Management 4 Financial Management 4 Seminar on Negotiation Skills 2 Workshop on Management Information Systems 2 o Introduction to Retail Management (R. Mgt.)* 4 SECTORAL SUBJECT – 1 MARKS 100 100 100 100 50 50 100 o Principles of Banking and Insurance (B & I)* o Introduction to IT and Telecommunications (IT & Tel)* o Introduction to Infrastructure (Infra. Mgt.)* o Industrial Pharmacy and Pharmaceutical Technology (Pharma. Mgt.)* o Hospital Planning and Organization (Hosp. Mgt.)* MBA-122 *R. Mgt= Retail Management; B&I= Banking & Insurance; IT & Tel.= IT & Telecommunication; Infra. Mgt.=Infrastructural Management; Pharma. Mgt...
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...Colgate Mazbooth Daath rakhe surakshith The Colgate Rural Initiative, targeted at rural areas with a population between thirty and a hundred thousand people, aimed at disseminating information and spreading the message of oral hygiene to children and their families in schools and rural centres. To this effect, Colgate conducted dental check ups in along with various activities at schools. The dental check up camps were supervised by teams of dentists and organisers who interacted with over 1 lakh people teaching them the benefits of oral hygiene. Children were targeted through “infotainment” – activities that included interactive activities like essay writing and painting competitions centred around the “Spread a Smile” theme. Colgate, a company also tied up with ITC E-Choupal and Rotary to spread the message of dental care and oral hygiene to villages across India. The campaign successfully targeted over 156 villages in Uttar Pradesh in association with Project Disha and 36 villages in Maharashtra. In addition, dental camps were also conducted in the Dussera Mela at Kota. Dental checkups and school activities have succeeded in spreading the message of 'Zero Tooth Decay' to children and adults in around 433 villages and towns, bringing a brighter, bigger smile to rural India. This grass root initiative went a long way in helping Colgate touch base with consumers in the interiors. Abstract Promotion of brands in rural markets requires the special measures. Due to the social...
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