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Rural and urban marketing comparetive analysis
This document compares and contrasts rural and urban marketing in India. It finds that while the urban population makes up 27% of India's total, the rural population accounts for 73% and is spread across 570,000 villages. Rural markets remain largely untapped and are growing faster than urban ones at 25% annually. Many major consumer brands generate 40-60% of their revenues from rural areas now, showing the economic potential of rural consumers. Both markets present opportunities but also challenges - rural markets require strategies for transportation, literacy and tailored promotion while urban markets face high competition and expenses. Overall, the future is promising for marketers who understand rural dynamics and can successfully reach rural consumers.
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Rural and urban marketing comparetive analysis
- 1. SharadchandraPawar Institute OfManagementRURAL AND URBAN MARKETING COMPARETIVE ANALYSISBy Aashish Soni And Trupti Kambli
- 2. Definition Of Markets Rural Marketing-Rural marketing involves the process of developing, pricing, promoting, distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives. Urban Marketing- Urban is fully integrated firm which present comprehensive level of services, offering pre- development guiding , branding , marketing and the most effective sales agents in the area.
- 3. Difference Between RuralAnd Urban PopulationStandards of livingWide economic gapNew product awarenessEducationElectrifiedChannel of communicationChannel of distribution
- 4. The Rural AndUrbanConsumerA Detailed ProfileSize of Rural and urban Consumer Group Rural population is about 73% and urban population is 27% of the totalpopulation of IndiaA Scattered market the comparison below shows the same – * Urban Population is spread over 3,200 cities * Rural population is spread across 5,70,000 villages
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- 6. Reasons For SelectingMarketRural Marketing- Size of the market Largely UntappedIncome on the rise/disposable incomeIncome from other than agricultureIncome flow from urban /abroadGreat success stories of some famous companies-Asian Paints 60%Dabur 40%Videocon 40%Colgate 50%
- 7. Urban Market-Large numberof customer Awareness about the productEffective distribution channelRise to competitionSource of new ideas.Great success stories of some famous companies-Future group 80%D’Mart 65%Globus 59%
- 8. 4 P’s OfMarketPlace Product Urban+RuralPrice Promotion
- 9. Marketing Strategies Rural and urban marketingMarketing strategiesDistributionstrategies Promotion strategiesFeeder townDirect sellingPersonal sellingAll types of media Familiar showsNear market
- 10. Urban Vs. RuralStatus
- 11. Occupation of Headof Household (IN %) Urban Rural AllHousewife 0.84 1.01 0.96Cultivator 3.45 40.86 29.99Wage earner 20.93 35.28 31.22Salary earner 40.72 11.28 19.84Professional 3.59 0.73 1.56Artisan 6.90 3.41 4.42Petty shopkeeper 16.05 4.97 8.19Businessman 3.68 0.46 1.40Others 3.85 1.98 2.52Total 100.00 1 00.00 100.00 (Source: NCAER, 2003)
- 12. Rural Vs UrbanMarketing
- 14. Income Distribution (Millionpopulation)2001-022009-102001-02
- 15. Distribution of MonthlyPer Capita expenditureSource: Household Consumer Expenditure Survey, January–June 2004
- 16. Analysis Of Markets The annual consumer durable market for products like colour t.v’s,washing machines, refrigerators and air conditioners is growing at 7-10 %. While the rural market is zooming at 25 % .HAVE A LOOK…..F.m.c.g – Rs.65000 crores (53 % share in total revenues)Rs.5000 cr.foragri inputs.
- 17. 50 % ofIndia’s national income is generated in rural India.HLL,Colgate Palmolive ,Toyato – 50 % revenues coming from rural and 50% from urban area.Hero Honda- 40 % from rural and 60% urban area.Kinetic motors – 30 % from rural and remaining from urban area.Godrej- 30% from rural70% from urban sector.
- 18. Challenges Rural MarketingTraditional Life.Transportation.Literacy.Promotion and Marketing Communication.Urban marketingurban market flooded with low demand.High degree of competition. large expenses.
- 19. Conclusion Thus, looking at the challenges and the opportunities, of both the markets, it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage. A radical change in attitudes of marketers towards the vibrant and burgeoning rural markets is called for, so they can successfully impress on the 230 million rural consumers spread over approximately six hundred thousand villages in rural India. So we can say that “RURAL MARKETING IS A REAL MARKETING”
- 20. Special Thanks To “A.P.I.M.R”UDAAN “READY TO FLY….”
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