The Hindu Business Line Abstract: Rural marketing is the much talked subject for the business establishment. A decade ago rural market was seem to be unstructured and this was not found to be a target location of the corporate. This is due to the hurdles such as illiteracy, lack of technology and other factors leading to the poor reach of products.
In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products.
In this context, a special marketing strategy, namely, rural marketing has emerged. This paper is an attempt to find out the various initiatives taken by HUL to reach the rural consumer.
HUL was the first company to step into the Indian rural marketing. This project has reachedvillages. In the recent past, many organizations have forayed into rural areas and this has proved fruitful and beneficial for them.
The Indian rural markets provide abundant opportunities for organizations to enter and operate profitably. The large population base of rural India enables the companies to earn a reasonable amount of revenue.
Rural India has emerged as a large market for numerous goods and services such as financial services, FMCG, healthcare and telecommunications.
In today's competitive scenario, the rural markets are as vital as the urban markets for marketers. Rural Markets are Becoming More Important The rural markets have become a favourable destination for marketing companies in view of the following reasons: It is also stated by many experts that the urban markets are almost saturated.
Therefore, penetration into rural markets is inevitable for sustained business growth. The rural markets are relatively untapped and this provides better scope for growth. The purchasing power of rural consumers has increased significantly over the past decade. This, in turn, has transformed the consumption pattern.
For instance, in most villages, shampoos have substantially replaced the traditional product shikakai which the rural people have been using since years. Similarly, the use of gas cylinders has become popular in place of conventional chulas.
Today, the consumption basket of rural people is not limited to agricultural and allied products. They are keen on buying modern products that can augment their style of living. Apart from a large population, the increased presence of media and higher literacy level has created a lot of awareness amongst them.
The total number of rural households has risen from million in to million in giving a tremendous push to the rural retail opportunity. On the one hand, they purchase products of basic necessity, while on the other hand they are even buying luxury products that can offer some comfort.
It’s time to tap the rural . In this context, a special marketing strategy, namely, rural marketing has emerged. But often, rural marketing is confused with agricultural marketing – the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers.5/5(7).
This project report provides a bunch of knowledge about demand of different FMCG products in rural areas as well it also provides a detail knowledge about the consumer preference towards different FMCG products.
The report also provides the details about the history of FMCG sector in rural India.5/5(38). RURAL MARKETING STRATEGIES-WITH REFERENCE TO FMCG It’s not only the grass is greener in the country side, that’s also where a chunk of corporate .
FMCGs is an acronym for Fast Moving Consumer Goods, which are packaged stuffs, other than grocery sold in super markets and retail shops. The Indian FMCG sector is estimated at US$ 25 billion (Rs. , crores) says the FICCI-Technopak report on the FMCG sector.