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    Ch-23 - Rural and Holistic Marketing

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    harsh kot
    1. Rural markets have become attractive new targets for corporate enterprises as urban markets have become congested with competitors and reached saturation. 2. Various factors like large population, rising prosperity, lifestyle changes, and market growth rates higher than urban have made rural markets viable. 3. Companies like HUL, Amul, Coca-Cola India have undertaken large rural marketing initiatives like Project Bharat, affordable product packs, and universal appeal ad campaigns featuring Aamir Khan to tap into the growing rural market potential.

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    Ch-23 - Rural and Holistic Marketing

    Uploaded by

    harsh kot
    26 views22 pages
    1. Rural markets have become attractive new targets for corporate enterprises as urban markets have become congested with competitors and reached saturation. 2. Various factors like large population, rising prosperity, lifestyle changes, and market growth rates higher than urban have made rural markets viable. 3. Companies like HUL, Amul, Coca-Cola India have undertaken large rural marketing initiatives like Project Bharat, affordable product packs, and universal appeal ad campaigns featuring Aamir Khan to tap into the growing rural market potential.

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    Ch-23 -- Rural and Holistic Marketing

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    1. Rural markets have become attractive new targets for corporate enterprises as urban markets have become congested with competitors and reached saturation. 2. Various factors like large population, rising prosperity, lifestyle changes, and market growth rates higher than urban have made rural markets viable. 3. Companies like HUL, Amul, Coca-Cola India have undertaken large rural marketing initiatives like Project Bharat, affordable product packs, and universal appeal ad campaigns featuring Aamir Khan to tap into the growing rural market potential.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    26 views22 pages

    Ch-23 - Rural and Holistic Marketing

    Uploaded by

    harsh kot
    1. Rural markets have become attractive new targets for corporate enterprises as urban markets have become congested with competitors and reached saturation. 2. Various factors like large population, rising prosperity, lifestyle changes, and market growth rates higher than urban have made rural markets viable. 3. Companies like HUL, Amul, Coca-Cola India have undertaken large rural marketing initiatives like Project Bharat, affordable product packs, and universal appeal ad campaigns featuring Aamir Khan to tap into the growing rural market potential.

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    of 22

    Chapter-23

    Rural and Holistic Marketing


    Rural Marketing?

    • function which manages


    • all those activities involved in
    • assessing,
    • stimulating and
    • converting the purchasing power
    • into an effective demand for specific products and services, and
    • moving them to the people in rural area to create satisfaction and a
    standard of living to them and
    • thereby achieves the goals of the organization.
    Attractiveness of rural market
    Rural markets have become the new targets to corporate enterprises
    for two reasons :

    1. Urban market has become congested with too many competitors.


    2. The market have reached a near saturation point.
    Various factors which have made rule markets
    viable:-
    1. Large population
    2. Raising prosperity
    3. Growth in consumption
    4. Life-style changes
    5. Life-cycle advantages
    6. Market growth rates higher than urban
    7. Rural marketing is not expensive
    8. Remoteness is no longer a problem
    • In 1998 HuL’s personal products unit initiated Project Bharat, the first and
    largest rural home-to-home operation to have ever been prepared by any
    company.
    • The project covered 13 million rural households by the end of 1999.

    • During the course of operation, HuL had vans visiting villages across the
    country distributing sample packs comprising a low-unit-price pack each of
    shampoo, talcum powder, toothpaste and skin cream priced at Rs. 15. This
    was to create awareness of the company’s product categories and of the
    affordability of the products.
    Khaitan fans' ad on a horse cart
    • The greatest challenge for advertisers and marketers continues to be in
    finding the right mix that will have a pan-Indian rural appeal.

    • Coca Cola, with their Aamir Khan ad campaign succeeded in


    providing just that.
    "Yaara da Tashan...” ads with Aamir Khan
    created universal appeal for Coca Cola
    • "Yaara da Tashan..." ads with Aamir Khan created universal
    appeal for Coca Cola

    • Coca-Cola India tapped the rural market in a big way when it


    introduced bottles priced at Rs 5 and backed it with the Aamir Khan
    ads.
    • For HLL, a one rupee or a five rupee helps in giving the consumers a
    trial opportunity.
    • Amul is another case in point of aggressive rural marketing.

    • Some of the other corporates that are slowly making headway in this
    area are Coca Cola India, Colgate, Eveready Batteries, LG Electronics,
    Philips, BSNL, Life Insurance Corporation, Cavin Kare, Britannia and
    Hero Honda to name a few.
    • Interestingly, the rural market is growing at a far greater speed than its
    urban counterpart.

    • The share of FMCG products in rural markets is 53 per cent, durables


    boasts of 59 per cent market share.
    Satellite dish antennas reach rural India
    In 2000, ITC took an initiative to develop
    direct contact with farmers who lived in far-
    flung villages in Madhya Pradesh. ITC's E-
    choupal was the result of this initiative.
    Socially Responsible Marketing
    Corporate Social Responsibility
    Corporate Social Responsibility
    • Legal behavior
    • Ethical behavior
    • Social responsibility behavior & socially responsible business models
    • Sustainability & greenwashing
    Cause-Related Marketing
    • Links the firm’s contributions toward a designated cause to
    customers’ engaging directly or indirectly in revenue-producing
    transactions with the firm
    • Is part of corporate societal marketing (CSM)
    Cause-Related Marketing

    Builds brand Enhances


    awareness brand image

    Establishes
    Elicits brand brand
    engagement credibility

    Creates brand Evokes brand


    community feelings
    Social Marketing
    • Social marketing by nonprofits or government organizations furthers
    a cause
    Social Marketing
    Holistic Marketing
    • CRM • PR marketing
    • PRM • Brand-building &
    • Database marketing & brand-asset
    data mining management
    • Contact center • Experiential marketing
    management & • Integrated marketing
    telemarketing communications
    • Digital marketing & • Profitability analysis
    social media

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