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THE RURAL MARKETING ENVIRONMENT

THE RURAL MARKETING ENVIRONMENT. Rural Marketing – Course Plan Details. Rural Marketing Environment Defining Rural India Evolution of Rural Marketing Rural Market Structure Size of Rural market. DEFINING RURAL INDIA. SOURCE DEFINITION CENSUS VILLAGES + TOWNS < 5000 POP

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THE RURAL MARKETING ENVIRONMENT

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  1. THE RURAL MARKETING ENVIRONMENT

  2. Rural Marketing – Course Plan Details • Rural Marketing Environment • Defining Rural India • Evolution of Rural Marketing • Rural Market Structure • Size of Rural market

  3. DEFINING RURAL INDIA • SOURCEDEFINITION • CENSUS VILLAGES + TOWNS < 5000 POP POPN DENSITY < 400/SQ KM 75% MALES IN AGRI ACTVITY • RBI < 10000 POPN. • NABARD < 10000 POPN • PLG. COMMN < 15000 POPN. For FMCGs focus should be on < 20000 popn areas For durables focus on < 50000 popn areas

  4. RURAL DISTRICT CONSTRUCT Out of 593 districts, the construct is as follows :

  5. EVOLUTION OF RURAL MARKETING • PHASE I Before the 1960’s • More of foodgrains, farm equipment, pots , pans etc. • Unorganised • PHASE II 1960’s TO 1990’s • Green Revolution – modern equipment/practices • Organised companies enter above • Cooperatives/Commissions formed and promotion of handicrafts/village industries • Growing wealth – FMCGs discover rural • PHASE III-Beyond the 1990’s R U Branded consumables Farm/non farm goods and durables(organised) and services (unorganised) Handicrafts, handloom, leather (semi-organised) R U

  6. DEFINING CORPORATE RURAL MARKETING • A FUNCTION WHICH MANAGES ACTIVITIES FOR :- • ASSESSING • STIMULATING • CONVERTING PURCHASING POWER INTO DEMAND FOR PRODUCTS AND SERVICES • MAKING THESE PRODUCTS & SERVICES AVAILABLE • TO CREATE SATISFACTION • A BETTER STANDARD OF LIVING • THEREBY ACHIEVING ORGANISATIONAL GOALS

  7. RURAL MARKET STRUCTURE • DEMOGRAPHIC ENVIRONMENT • POPULATION UP 40% PURCHASING POWER UP 42% • 5-14 YEARS – 26%; 15-34 YEARS – 32% • EDUCATION AND LEVEL OF DEMAND • LITERACY UP 23% • SIGNIFICANT INCREASE IN DEMAND FOR EDUCATIONAL MATERIALS • FAMILY STRUCTURE • 48% NUCLEAR FAMILIES & GETTING HIGHER • OCCUPATIONAL PATTERN • 41% CULTIVATORS, 35% WAGE EARNERS & 11% SALARIED

  8. DISTRIBUTION OF RURAL HHs BY INCOME • Rural Annual Per Capita Income is Rs. 9481 vs Rs. 19407 in • Urban • Highest Rural Per Capita Income is Punjab (Rs. 27256) • Lowest Rural Per capita Income is Orissa (Rs. 5704)

  9. RURAL INFRASTRUCTURE • SOCIAL • Health – 137292 sub centres;22807 PHCs and 3027 CHCs • Each sub centre has 1 each multipurpose male and female worker • Each PHC has medical officer + 14 paramedics/others. Acts as referral unit for 6 SCs & has -6 beds • Each CHC has 4 medical specialists (surgeon, physician, gynaec & paed.) + 21 paramedics/other staff. 30 beds + X Ray, labour room, OT, labs. One in 4 CHCs has facilities for obstetric care and specialist consultations. • EDUCATION • 12,28,501 EDU. INST. • PUBLIC DITRIBUTION SYSTEM • 4.76 Lakh Fair Price Shops – cover 4 crore out of 11.2 crore HHs

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