Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.
The Indian rural market today accounts for only about Rs 8 billion 53 per cent - FMCG sector, 59 per cent durables sale, per cent agricultural products of the total pie of Rs billion, thus claiming 6. So clearly there seems to be a long way ahead.
The greatest challenge for advertisers and marketers is to find the right mix that will have a pan-Indian rural appeal. Coca Cola, with their Aamir Khan Ad campaign succeeded in providing just that.
Corporates are still apprehensive to "Go Rural. Also, the first four agencies mentioned above have come together to form The Rural Network. The paramount objective of the Network is to get clients who are looking for a national strategy in rural marketing and help them in executing it across different regions.
The 4As also has to be considered and keep in mind while formulating the plan to enter the rural market because these are also critically important.
Availability The first challenge in rural marketing is to ensure availability of the product or service.
They are highly dispersed. Given the poor infrastructure, it is a greater challenge to regularly reach products to the far-flung villages.
Marketer should plan accordingly and strive to reach these markets on a regular basis. Marketers must trade off the distribution cost with incremental market penetration. To ensure full loads, the company depot supplies, twice a week, large distributors which act as hubs.
These distributors appoint and supply, once a week, smaller distributors in adjoining areas. Affordability The second major challenge is to ensure affordability of the product or service.
With low disposable incomes, products need to be affordable to the rural consumer, most of who are on daily wages. A part of it has been mentioned in product first P.
A solution to this has been introduction of unit packs by some companies. Most of the shampoos are available in smaller packs. The initiative has paid off: Eighty per cent of new drinkers now come from the rural markets.You just clipped your first slide!
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Now customize the name of a clipboard to store your clips. Dec 13, · The 4Ps and 4 As of Rural Marketing Most of the companies treat rural market as a dumping ground for the lower end products designed for an urban audience. But, this scenario is slowly changing and importance is given to the need of the rural consumer.
“Dove” soap of Hindustan Lever and “Colgate Total” from Colgate Palmolive reflect the importance of niche strategies in the Indian context. Niche strategies could be innovatively formulated by combining several marketing mix elements which might appeal to the rural market in India.
rural marketing endeavors. While the FMCG sector has been looking at rural markets for quite some time, the largest spender in the rural areas is HUL, followed by Colgate.
In , he was promoted to Associate Director, Household Surface Care for Colgate - Palmolive Mexico, and then moved as Marketing Director, Colgate-Palmolive Dominican Republic. In , Mr. Bachaalani was promoted to Marketing Director of Colgate-Palmolive, South Africa.