Business & Strategy
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Activity:
109 views;
last activity : 06 27 2012 04:59:27 +0000
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By using Technology
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With proper marketing strategies.
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Sales on wheels / Mobile service
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Brands Are Already There
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WHO ARE THE CUSTOMERS FOR THE BRANDS
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Rural Retailing in India
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outlet
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CSR MARTETING
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Simply by sampling methods..........In the rural areas................
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csr marketing and retail ....
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create consumer awareness and quality management
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Local folks
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Transfer business partnership
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by relating products and satisfying rural needs affordably!
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Adjusting the 4Ps - Product, Price, Place & Prmotion
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distribution plus service in rural markets
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By Identification of the need
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reasonably cheap price
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Road shows or local street theatre
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Understand the psyche of rurals
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Segmentation of rural area by education,population and income
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BY GIVING EDUCATION AND POWER OF JUDGEMENT
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By using both mentioned ways
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I think technology can fill the gap in rural India's supply chain and get big brands to even the smallest of villages. By combining the use of existing infrastructure with rural marketing and wireless applications, it can turn a $7 billion opportunity into a rural retail reality. |
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There are technologies and they must be promoted in the rural areas.
Yes, may be you are suggesting the right idea, Namrata. I support your idea & thanks for referral.
namrata i agree with your statement.
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Majority of Rural India is illiterate. Rural folk shall be educated about the merits of the product before launching the product. The product shall be made easily available. FMCG and other consumer durables, cosmetics have untapped potential market in the rural areas. The pricing strategy is the other area to be given priority. Price of the product shall fit the pockets of the rural folk.
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by proper marketing rurul market can be tapped. Effective Pricing and Packaging can contribute a lot. by that products can be made affordable. mass media ad. can persude people to try the affordable product For that product need to be packed as per their convinience and pocket.
I am with you,One shuld learn from Agri. companies the born & working for rural india. The Size of the Agrochemical market only is 10000 crores & there are also certain brands. Issue is you have to give value for money to rural india
Ya ofcourse it can be done only by proper marketing strategy. Its difficult to convince rural people than an urban coz rural people were cost effective they need value for their money blindly they wont buy anything.
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Potential pocket of an area can be identified & Brands can show off & go for retail business. At the same time, a scheduled display and sale items on Wheels, can also enhance the Sales. Moreover, they can organize Demonstration cum Sales Exhibition at frequent Intervals. |
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Hey Mr. Mohan,
It is true. A routine schedule & display will ease the customer purchase. Because, the demo is a schedule on regular basis, a customer who has seen the demo will arrange for money & be prepared to by in the next trip. Moreover, the potential packet will see more visibility by frequent & customized trip by the Brands.
Its a good method to demonstrate & almost all Agri Cos. do like this
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There is not need to use different technology in rural area to promote a brand. If the population of rural area have the capacity to buy big brand then there is no need to use extra effort on that part. We can use same methods of advertisement as like urban area. Because potential buyer usually use all brands according to their capacity. But if rural area not holding the potential buyers then "To promote brand is useless"........
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i am in favour of ur opinion
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How brands can reach rural areas?.. First the marketers have to find out the users for the brands and they have to plan a small strategy on how to make the villagers to start using their brands and also making readily available stocks. Unless without these basic concept, the reach to the rural segment will become a question mark. The penetration in rural India has been very remarkable for products like Colgate, Pepsodent,Ponds,Cinthal,Rexona,Hammam,Bears,Close-up,Horlicks,Complan etc., and others including house hold electrical appliances [cosmetics,electrical,textiles,FMCG etc.,]They are very successful because of their ad campaign and strong distribution network in the rural areas of small & medium size towns nearby. Now a days the life style in rural areas find some shift similar to urban, of course not majority of people.This is due to visual medias and also the floating population visiting the cities of urban for the purpose of doing business and employment. Therefore leveraging of brand reach to rural areas may not be that much difficult in case it is properly well planned to tap the source of customers.All visual medias like TV channels are very popular in rural areas. Hence ad campaign will help to promote.Then it is necessary to appoint dealers/retails to keep stocks to distribute.The advantages, applications, and other service back-up have to explained by the marketers. Moreover the rural masses with their hard earned money have been more price sensitive and hence the price benefits to them plays the vital role. Thanks Mr.Namrata for the referral. |
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The brand reach needs to know the customer base for the particular brands in rural areas. Then only other methods help to create the vibration, penetration, and demand generation and finally to create the customer base.
There is a difference in purchase behavior between the rural and urban population that is mainly decided by the money power, literacy standard, mind maturity, and life style. Hence the marketers should be able to mix the above in proper proposition to get the results. Moreover, the marketers should give what the customer base in rural areas want with a view to penetrate this segment.Then only the repeat purchase is assured.
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The higher income group in rural India is growing at a phenomenal rate, and the concept of brands and quality are very much prevalent. These current consumption trends provide compelling opportunities for marketers to capitalize on the increasing mass market in India for almost all product categories. Both corporations and entrepreneurs are exploring the rural retailing. ITC’s Choupal Sagar, HLL’s project Shakthi and Mahamaza are some of the models that are being tried out. Many more such concepts are likely to be tested in the future.
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Open an outlet without worrying about the outcome. There are many methodologies available but the prime thing is availability which in turn helps to generate enquires
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csr marketing is idea to reach rural market
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A small Sampling Campaign to the rural areas can boost-up,any product or planning strategy........
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well csr marketing as proposed by davies is most significant way brand can penerate rural market...before entering into rural market first work is to distinguish characteristics of rural market and hit the rural sentiments as we can see from many brand advertising in india
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to demo and expose the product with guide of local source. and create consumerism and awareness of product and its quality. to take control over the quality management is essential while playing in rural market.
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Most successful rural marketing models have demonstrated a strong engagement with thelocal population to ensure a good "BUY IN". My study confirm the same too.
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I find this discussion most absorbing as people are now diverting their products to rural India.In my opinion people staying in rural areas should be made co-authored to write the business script.They should be made partners in stages based on volume of sales and offering incentives and business partnership could be one of the key factor in reaching out to rural masses.
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mr mohammad i am totally in agree with your opinion business by cooperation and participation is the best soulution.
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It's possible by displaying proper link between company's product,consumer's faith and usability in rural environment
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To capture the mass rural market, a Company needs to customize its 4Ps - The Product, The Price, The Place & The Promotion in such a way that the entire marketing strategy is conducive to position and establish the brand in targeted rural markets. The Product must be designed considering the needs of rural markets. LUPs - Low Unit Packings with labels in vernacular languages will help a lot. Similarly Price is an important factor when we are planning to launch our brand into rural markets. Rural consumers are price sensitive hence price must be set after understanding completely what they will be willing to pay for your brand. Third, an effective and efficient distribution channel will be required to penetrate deeply into the mass rural market. Availability and displays on the POP (Point of Purchase) are very important aspects to establish a brand in rural markets. Lastly, Promotion in vernacular language to make them understand your message in a right way using right media of communication will be inevitable. To Conclude, weakness of any one of the above 4Ps explained will not yield optimum result. A right combination of all these Ps will be required to establish a brand in rural markets.
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Rural market is very much cash rich. satellite channels through dish had invaded major houses in rural.education is also spreading through NGOs/Govt initiative.Hence need of the hour is reaching the rural with a good distibution model and follow up with regular service.only trustworthy brands can survive in market whether it is rural or urban market
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Brands can always provide a good product over he traditional but they need to know what is the need and requirement over there... They can develop a cheap product too which may be marketed under a different name which is good in quality , cost and delivery aspects... but the same time they need to ensure the QUESTION" IS IT REQUIRED"
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reasonably cheap price of the product and dealer network makes a brand to reach rural people. rural indians only see the cost of the product but not the quality or value. hence a brand can reach only by cutting its sale price reasonably. rural indians are custom driven and will not think of luxuries and do not have much brand knowledge. so only price is driving factor to pick a product for them.
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In rural areas sophisticated town strategies dont work. Instead you have to identify your brand with popular forms of entertainment amidst the rural greens. These could be sponsoring any of the rural sports, participating in their street plays or jatra or conducting road shows that takes your brand directly to their homes.
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Rural areas are where superstion, manias and phobias exists in its citizen. Play on this and try to deliver products that have good quality to them instead of misleading them.
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Though 70% if India is still rural, that does not mean rural area has higher number of buyers for branded products. Thus it is necessary to do classification and segmentation of rural areas by Demography and market relevant products.
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The basic is education and judging , when people get education they start using right product(brand) and so the other people starts copying so the brands production starts ,may be not at large costly volumes but just like small sachets and so.on....and also using mediums like Telivision or radio or adds to promote brands.
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Yes Namrata, What you ask is right and villagers will familiar with brands, Now days there are so many other ways some body comes from village or vice-verca but I have one more thought in my mind is that villages life is our culture or you can say Heritage , It should be safe, we should save it. other wise we will loose it...
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