By :Aradhna Gupta
Varun RaiHarsha chotraniChetan Warkari
PRESENTATIONON
RURAL MARKETING
CONTENTS
• Rural India : A brief Profile.
• Parle G : A brief Intro
•
RURAL INDIA: A BREIF PROFILE • Approximately 75% of India’s population lives in 6,38,365 villages
spread over 32 lakh square kilometers. • As per the census (2001) rural segments comprises 13.5 crore
household which constitute 72% of total households in India.• Rural market is not homogenous across the country . • With economic development of rural areas , disposable income of
rural people has gone up.• Today , the rural market share as follows: 50 per cent of total FMCG,
38 per cent of two-wheelers, 55 per cent of LIC policies, 70 per cent of toilet soaps, 50 per cent of TV, fans, bicycles, tea and wrist watches.
• Rural Market Penetration of Biscuit Industry : 50% to 65%
PARLE – G• Flagship brand of Parle Products Pvt. Ltd• Parle G, retains, almost half the market share for biscuits in India. • The brand recently achieved the distinction of being the highest
selling Glucose biscuit in the world.• Parle G, enjoys a 69% share in the glucose biscuit market, selling 2.7
million tones a year.• The brand continues to grow in spite of the launch of various me too
products with better packaging like Tiger from Britannia & Sun feast from ITC.
• Parle-G target market is from 2 years to 80 years• They don’t ask for biscuits, but just ask for “PARLE”.• Be it a big city or a remote village of India, the Parle name
symbolizes quality, health and great taste !!!
PLC
Introduction
Growth
Maturity
Decline
CHALLENGES & OPPORTUNITES1. AVAILABILITY:
India's 627,000 villages are spread over 3.2 million sq km; 700 million Indians live in rural areas, finding them is not easy.
Lack of Proper Physical Communication FacilitiesTo serve remote village, stockists use autorickshaws, bullock-carts
and even boatsHub and Spoke distribution modelTo ensure full loads, the company depot supplies, twice a week,
and the large distributors act as hubs. These distributors supply, once a week and the smaller distributors supply the adjoining areas.
•
PARLE G RURAL SUPPLY CHAIN
2. AFFORDABILITY : With low disposable incomes, products need to be affordable to the
rural consumer, most of whom are on daily wages
3. ACCEPTABILTIY : Need for customized product Different way of thinking The key dilemma for Multinational companies eager to tap the large
and fast-growing rural market is whether they can do so without hurting the company's profit margins
4. AWARENESS : The Reach of message and the available means of reaching messages
to these markets.
Increased penetration of electronic media
LEARNINGS
• Companies are finding Rural Markets increasingly attractive. • Rural population is gradually getting urbanized and has a great
potential and improving purchasing power. • The 4 A’s- has to be effectively adopted in order to capture the
untapped potential of the rural consumers.AcceptabilityAffordabilityAvailabilityAwareness
• Continuous customization seems a sure shot approach to provide both short and long-term returns in the rural markets.
• "To be successful in the rural market, - there is no unity in diversity, but act local while thinking global."
India lives in her villages ….
As described by Adi Godrej, Chairman , Godrej Group”
The rural consumers is discerning and the rural
market is vibrant . At the current of growth , it
will soon outstrip the urban market. The rural
market is no longer sleeping but we are.”
Thank You …….