The Hindu Business Line : CII meet on `battling for market share' — `Rural marketing has its own boons and banes'

  • . The issues ranged from focusing on rural marketing at the cost of servicing urban markets, to the dichotomy of managing an integrated strategy for both rural and urban consumers, to perceptions of Indian consumers and corporate India's commitment to social marketing.
  • . As far as affordability in rural markets is concerned, marketers have to deal with low disposable incomes, which are largely dependent on the vagaries of the monsoon.

    The Hindu Business Line : FICCI summit to explore rural marketing strategies
  • . The rural markets have been burgeoning as a result of rising incomes and demographic pressure.
  • . The summit includes presentations by experts on rural markets for the 21st century, rural consumer behaviour and development of products for the rural market as well as distribution and communication strategies.

    Strategic Marketing
  • . FMCG consumption Organizations like Hindustan Lever Ltd., Nirma Chemical Works, Colgate Palmolive, Parle foods and Malhotra Marketing have carved inroads into the heart of rural markets.
  • . Both Pond’s and Fair & Lovely are enjoying a monopoly in the rural markets in their respective categories.

    Strategic Marketing
  • . In other words, the “chief wage earner” syndrome still applies in the rural markets.
  • . Do you think that a discussion about rural markets in India must consider these social factors to really understand the consumers? Bose: Absolutely! First of all let me clarify one point: For the last many years, we have been talking about the rural market as a one homogenous group.
  • . What has happened from 1990 onwards is that advertisers spent a lot of money on television and by default they covered some rural markets as well.
  • . Now with the urban demand hitting the plateau, rural markets are gaining more importance and we cannot ignore it.
  • . Rural markets cannot be termed as one homogeneous entity.
  • . Then the same rules that we apply for the urban markets would be applied to rural markets also.
  • . You will be surprised to know that the sales of talcum powder have been going up too - it is considered an urban product and yet its doing well in the rural markets.
  • . RD: Ok, lets now move on to the next module: the issue of media and distribution in the rural markets.


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    1. Identifying the need for rural markets
  • Stage 1 reviews existing marketing problems that may be solved by either new or improved markets, and identifies the kind of market needed and the improvements that will most benefit local communities.
  • . Special planning issues that need to be considered, such as developing markets in particular settlements, markets associated with particular road improvements or the needs of special groups.
  • . STAGE 1 IDENTIFYING THE NEED FOR RURAL MARKETS The problem An efficient marketing system can provide better prices to producers and improve the availability of competitively priced produce to consumers.
  • . In some cases new markets or improvements to existing markets in rural areas can help overcome many of the marketing problems faced.
  • . However, before considering whether to carry out improvements to markets and what type of improvements to introduce, it is important to be sure that markets, or lack of them, represent the main problem.
  • . The benefits of markets Formal markets in rural areas play an important role in improving agricultural marketing.

    Marketing Management | "Rural Marketing: Challenges, Opportunities & Strategies"
  • . Concept 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.
  • . What Makes Rural Markets Attractive? Rural market has following attributes and the following facts substantiate this: - 742 million people Estimated annual size of the rural market - FMCG Rs.

    Dinar Standard : Marketing/ PR Strategies for Muslim Businesses
  • . To expand their market base, more and more companies are foraying into rural markets.
  • . Hence to tap the untapped opportunity in rural markets we need a definition in the outset.
  • . They will never go to supermarkets even when there is a huge discount.
  • . The article is reproduced with permission from Key Learnings: Rural markets vast size and demand base offers a huge opportunity that business entities cannot afford to ignore.
  • . To expand their market base, more and more companies are foraying into rural markets.

    AAS Abstracts: China Session 114
  • Session 114: Commercializing Communism: The Political Economy of Evolving Markets in Rural China, Part Two (See ) Organizer: Scott Rozelle , Stanford University Chair: Robert Dernberger , University of Michigan Discussant: G.
  • . William Skinner , University of California, Davis Emerging Markets for Land: Tenure Relations, Rental Transactions, and the Management of Rural China's Scarcest Factor Loren Brandt , University of Toronto The introduction of the household responsibility system (HRS) in the early 1980s radically restructured property rights in rural China and altered the relationship between the state, the collective, and farm households.
  • . Increasing Periodicity, Rising Density, and the Expansion of Rural Markets in China Jikun Huang , Chinese Academy of Agricultural Sciences One of the most provocative social science pieces in the modern era is one written by William Skinner.
  • . Skinner's work on preliberation and prereform China explored the formation and evolution of rural periodic markets.

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    The Hindu : 'Offer products to suit rural markets'
  • Online edition of India's National Newspaper Saturday, October 06, 2001 | 'Offer products to suit rural markets' By Our Special Correspondent CHENNAI, OCT.
  • . Unanimity on the vast scope that the rural markets offer to industrial products and divergence in approach to realising this potential characterised discussion by professionals and experts here today.
  • . Murali, Joint Managing Director, The Hindu, who inaugurated the seminar, said manufacturers could neglect the rural market only at their peril, with increasing competition and pressure on margins in the traditional urban markets.
  • . Companies should understand the major shifts in habits of the rural populace and challenges in sustaining brand awareness in the rural markets, he added.

    Corporates turn to rural India for growth
  • . It doubled the spend on Doordarshan, increased price compliance from 30 per cent to 50 per cent in rural markets and reduced overall costs by 40 per cent.
  • . The necessity arose because the growth rates of consumer products were slowing down not because the markets were getting saturated in terms of penetration as in the US, but because most consumer markets were getting cluttered.
  • . Operating margins come under pressure and new growth markets have to be explored.
  • . This is where the rural markets play an important role.
  • . Today, real growth is taking place in the rural-urban markets, or in the 13, 113 villages with a population of more than 5, 000.
  • . For manufacturers of consumer goods, these are the markets to look out for.
  • . In order to efficiently and cost-effectively target the rural markets, the companies will have to cover many independent retailers since in these areas, the retailer influences purchase decisions and stock a single brand in a product category.

    Rural India getting richer? You bet!
  • . And Hindustan Lever is marketing directly in the rural markets.

    CSISS Classics - G. William Skinner: Marketing in Rural China, 1964-65.
  • . Finally, the effects of both external trade and internal political and economic upheaval provided an opportunity to study the effects of modernization on traditional markets.
  • . Rural hierarchy In creating a model for the behavior of rural Chinese markets, Skinner turned to Christaller's central place theory.
  • . Periodic markets Unlike markets in the industrialized world, in which firms have a permanent presence in a given location and operate on nearly continuous schedules, in rural China marketers were mobile, and the markets they frequented operated on a periodic basis.
  • . Periodic markets allowed them to take advantage of multiple markets, whether horizontally within several standard markets or vertically between two or more levels in the hierarchy.
  • . Markets operated on a number of schedules throughout China.
  • . In the example above, if the intermediate market operated on a 2-5-8 schedule, merchants could visit both the standard and intermediate markets, and trade would flow properly up and down the economic hierarchy.


    BBC NEWS | South Asia | Tintin ventures into India's rural markets

  • | ----------------- RELATED BBC SITES LANGUAGES Last Updated: Wednesday, 28 September 2005, 07:45 GMT 08:45 UK Tintin ventures into India's rural markets By Geeta Pandey BBC News, Delhi Cartoon reporter Tintin is no longer a boy - he turned 75 last year The exploits of the cartoon character, Belgian boy-reporter Tintin, have delighted people the world over for 75 years now.
  • . "In just a month and a half, we've sold 40, 000 copies and we've got repeat orders from several places." Disposable income Mr Hemdev says: "This group may not be fluent in English, but they want to try out new things and have the money to pay for them." What he says tallies with the findings of a survey by the National Council for Applied Economic Research (NCAER) which says the new emerging markets are in small towns and villages.
  • . Several big-ticket brands are doing well in rural markets and sales of consumer durables like televisions and motorbikes are growing rapidly.
  • . "But a decade and a half later, the fruits of economic liberalisation are filtering down to smaller towns and villages." To understand the dynamics of the rural market, the Confederation of Indian Industry (CII) is holding a two-day conference this week called "Decoding Rural Markets" in Mumbai (Bombay).

    MarketingProfs - Rural market-research of onestop shop
  • . 12.Markets.
  • . Here are a couple of sites to get you started: For things that you can't answer with this research or the other things people here have mentioned, you may want to work with a research firm that specializes in the ag or rural markets.

    Evaluating a Rural Enterprise
  • . These guides discuss alternative enterprises and introduce a step-by-step process to assess the objectives, resources, markets, production demands, and profitability of new enterprises.
  • . Often, however, even though there is production information for a specific crop, there is little information available on budgets or markets.
  • . Examples are selling directly to consumers from the farm; farmers’ markets; selling directly to restaurants; cooperative marketing; selling wholesale to a distributor, broker, or processor; etc.
  • . • Market Trends Has consumption been increasing? Is the number of competitors increasing? What are your projections for market trends in the next five to ten years? What are the industry trends and emerging markets? • Expected Price There are many formulas and strategies for setting prices.
  • . So the bottom line is to establish markets before you begin the enterprise.
  • . The direct marketing publication includes information about resources, market development, market research, marketing plans, niche marketing, product differentiation, farmers’ markets, value-added marketing, and examples of real farmers who have done it.

    Business Recorder [Pakistan's First Financial Daily]
  • . Rural markets, an emerging opportunity IMRAN AHMAD RANA ARTICLE (June 10 2006): The fast moving consumer goods (FMCG) market is known as the wheel of economical growth.
  • . The retail sales through supermarkets are still insignificant in comparison to overall retail sales, which make up only 1% of total sales.
  • . However, this channel's sale grew about 30% on average per year with sales through supermarkets alone growing by about 50%.
  • . Changing shopping trends in Pakistan and consumer preferences will continue favouring supermarkets over other types of retail outlets.
  • . Supermarkets are expected to almost double in number by 2008, with sales nearly tripling as greater efficiency is achieved.
  • . RURAL MARKET: All above mentioned FMCG growth in the urban areas also triggered growth pattern in the rural-semi-urban markets.
  • . The data collected from various agencies show that rural markets are growing faster than urban markets in certain product categories.
  • . The share of FMCG products in rural/semi-urban markets has crossed 50 percent, durable boasts of 53 percent market share.

    Strategies for Marketing Rural Tourism in India : paper presented by Mr N K Piplani, General Manager (HRD), ITDC : International Conference and Exhibition on Rural Tourism
  • . Every country, region, city and leisure spot competes within the tourism generating markets to have a larger share.
  • . The destination marketing in the international markets includes a variety of aspect say from information gathering to planning, image building, etc.

    Bright*Star: Marketing to the Rural Sector
  • . What will be the implications for the industry and what does it mean for manufacturers? With overseas competition already coming in, will there be further mergers and takeovers and how will this impact the distribution channels? 9.50 Marketing to the Australian and New Zealand Markets - How different are they? New Zealand exports a lot of products to rural sectors overseas, and there has been an increase in exports to our closest neighbour, Australia.
  • . The market there is different to ours and in exploring those differences, we may be better able to learn about both markets, and how to approach them.
  • . Hear from an organisation that markets successfully to both countries. @CallCenter