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4 P’S

OF
RURAL
MARKETING
Presented By:
Priti Kopade
 M-
3023

Bhagyashree Powale M-
3039
Ankita Sawant M-
3046
Nikhat Shaikh M-
3048
Pranoti Shinde M-
3053
PRITI KOPADE
M-3023

Rural Marketing
 Rural markets of India have acquired significance.
 Green Revolution , due to which rural india
consuming larger quantity of products.
 The concept of Rural marketing in Indian
Economy.
 Rural markets are growing at above 2 times than
urban market.
 Today rural market occupies larger part of
economy.
Why Go Rural
 Low penetration rate.
 The basic reason of companies.
 A recent survey conducted by Mckinsey .
 Rural market is estimated to grow more
than 5 times than of urban market.


Here are some facts about Rural Market

validating the notion of potentiality :


1. Infrastructure is improving thick &


fast.
 2. Social indicators have improved
immensely during last 10 years.

1901 1911 1921 1931 1941 1951 1961 1971


3. For promotion & distribution marketers

can make effective use of following


infrastructure as well.
Hindustan Unilever Limited
 India’s largest FMCG company.
 Categories of goods in Home & Personal
care & Food & Beverages.
 It’s country’s largest exporter.
 Recognised as GOLDEN SUPER STAR
TRADING HOUSE by government of India.
 HUL rural trust is not new.
 It stand 1st among the FMCG companies .
4 P’s
 A set of marketing tools that the firm uses
to pursue its marketing objectives in
target market.
 4 P’s – Product, Place, Price & Promotion.
Product

Ankita Sawant
M-3046
Product Strategies
Lifebuoy lifebuoy
lifebuoy

lifebuoy

lifebuoy
lifebuoy
lifebuoy
lifebuoy
Products
PRICE

Nikhat Shaikh
SYBMS M-3048
Pricing Strategy
Affordability is, in determined by two
factors-
Ø Income of consumer
Ø

Ø Price of the Product & Services


Cost Factor

 Promotion as a cost factor


 Credit-based transactions increase cost
 HLL has made sustained efforts to tap rural
market by investing in an innovative
distribution channel (Shakti), customized
promotion (operation bharat) communication
strategy.
U L
H Pricing Objectives HUL
HUL
HUL
 Profit maximization in the long run
 Minimum returns on sales turnover

 Deeper penetration of the market


HUL
L
 Here objective is market expansion so
HU the company launches its
product at a lower price
 Keeping with competition HUL

HUL
HUL
HUL
HUL HUL HUL
Pricing Strategies

 Low Price Points: HLL sells the


maximum number of its products in
sachet packs in rural areas.
 For e.g.:- Pepsodent toothpaste is
available for Rs.4
 Avoid sophisticated packaging
 Highlights Value AND not price
Pricing Strategy
 Low Price


Pricing the product at a lower price really
attracts
 rural population for trying the products.

 For many HUL products, low price point is an


 important factor to draw new customers and
 increase consumption
Pricing Strategy
 Refill/Reusable Packaging

By giving refill packaging marketers
can add value pricing of the
product.
 Bru coffee available in refill pack

 Detergent made is available in

reusable packaging.
Pricing Strategy
Credit Facilities

 The credit period varies between

7-30 days in the case of fast


moving consumer goods

 60-90 days credit for fertilizers ,


seeds , etc.

 Lifebuoy Deo Fresh has been introduced


especially for young adults who lead active
Lifebuoy Total is for all those mothers with
active kids who constantly fear hygiene
threats from germs leading to stress and
anxiety for the mothers and is available at Rs
12 for 125g, Rs 10 for 100g and Rs 5 for 55g.
lifestyles. It is available at Rs 10 for 100g.
 Lifebuoy Nature, on the other hand, comes with
neem and tulsi and is available at Rs 10 for
100g.
Lifebuoy
Total Lifebuoy Lifebuoy
nature care
Operation Bharat: Bundle-Price
Strategy

HLL launched a combo pack comprising a
Clinic shampoo bottle, a tube each of
pepsodent and Fair & Lovely ad Ponds Dream
Flower Talc fro rural areas. HLL provided
hampers at discounted prices of Rs. 5 Rs.10
and Rs.20 each in different sizes and
combinations. The project was aimed at
addressing issues of consumers awareness,
attitudes and habits As consumers in rural
areas were exposed to and became familiar
with such value added value for money
alternatives.
üCompetitive prices: Neither high nor low
PLACE

Bhagyashree S. Powale
SYBMS M-3039
PLACE
 What do you mean by place?

 Distribution channel in rural market.


 HUL took out project streamline to


significantly enhance the control on
the rural supply chain.
DISTRIBUTION CHANNEL OF HUL

 6000 sub-stockists.

 Covers 50000 villages, reaching about


250 million consumers.

 Indirect coverage method.


Distribution strategy of HUL
 Network of about 7,000 redistribution stockists.

 The general trade comprises grocery stores, chemists,


wholesale and general stores.

 HUL is using the point of purchase method for much


higher level of direct contact, through in-store
facilitators, sampling, education and experience.

 2,000 suppliers and 7,500 distributors serve HUL’s 100


factories which are decentralized across 2 million
square miles of territory.

LIFEBUOY
 Today Lifebuoy is mainly sold in Asia and
parts of Africa. It is market leader in
every Asian market where it is sold.

 Basically if we talk about india 70% of the


population lives in villages , so company
sees a great opportunity in villages &
trying to cover that.

LUX AND PEPSODENT

 2000+ Suppliers and associates


 4000 Redistribution stockists


 Covering 1 million retail outlets.


 Pespsodent have a market share of 17% in oral


market.

Promotion

Pranoti
Shinde
What is Promotion?

What Is Promotion ?
Any form of communication a
business or company uses to
inform, persuade, or remind
people about products and to
improve its image.

35
The 4Ps of Rural Marketing
PROMOTION: Television
 Radio

Haats, Melas,

Fairs.
Print media

Cinema

Hoarding/ Wall

Painting
Rural van
Promotion
The Health for the
entire family
 Company has done a strong promotion for its
brand product lifebuoy.
 It use to launch so many health programme in so
many countries to make people aware of
health.
 Basically company use to so many health care
programme as their promotion.
  For example, a 1930's campaign in the US was
titled 'Clean hands help guard health',
encouraging the use of Lifebuoy soap to kill the
germs on hands that can cause health issues. 
Cont….
Cont…..
Cont….
Cinema van operations:
 These are typically funded by the
Redistribution Stockists.
 Cinema Van Operations have films and
audio cassettes with song and dance
sequences from popular films, also
comprising advertisements of HUL
products.
Operation Bharat — HUL’s Rural
Distribution Effort
 HUL implemented a major direct consumer
programme called Project Bharat, which
covered 2.2 crore homes.
 Each van, equipped with a TV arid VCR, had six
‘promoters’.
 The project helped eliminate barriers to trial,
and strengthened salience of both particular
categories and brands.
CONCLUSION