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E-Rural Marketing Strategies and Tools

This document discusses various market mapping tools and indices that provide information on rural markets in India. It describes tools like the Thompson Rural Market Index, MICA Rural Market Rating, Linquest, Indian Market Demographics, Business Intelligence Unit rankings, and the Lincompass and ARCVIEW geographical information systems. These tools help analyze rural markets based on various demographic, economic, and infrastructure parameters to help effectively target and invest resources. The document also discusses how information technology can be a low-cost and scalable tool to better understand rural markets. It provides examples of HP's initiatives using IT like village photography and multi-user desktop projects.

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Ranjit Kumar
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183 views13 pages

E-Rural Marketing Strategies and Tools

This document discusses various market mapping tools and indices that provide information on rural markets in India. It describes tools like the Thompson Rural Market Index, MICA Rural Market Rating, Linquest, Indian Market Demographics, Business Intelligence Unit rankings, and the Lincompass and ARCVIEW geographical information systems. These tools help analyze rural markets based on various demographic, economic, and infrastructure parameters to help effectively target and invest resources. The document also discusses how information technology can be a low-cost and scalable tool to better understand rural markets. It provides examples of HP's initiatives using IT like village photography and multi-user desktop projects.

Uploaded by

Ranjit Kumar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
  • E-Rural Overview
  • Market Mapping Tools
  • Market Mapping Indices
  • ARCVIEW
  • Advantages of IT as a Tool
  • Hewlett Packard's i-Community Initiative

E - RURAL

E - rural
• Advertising and rural Marketing consultancy
organizations now developed significant
databases on rural market in electronic form.

• These reports helps for selection of villages to be


targeted on selected parameters.

• These reports help an organization to make


decision where to invest its resources in rural
market.
Market Mapping Tools
Thompson rural Market Index
• First introduced by HTA in 1972.
• Provides comprehensive information on MPV (market
potential value ) of different districts. This potential was
determined for 335 districts of India on basis of 11 and
26 variables.
• The data with regard to demographic variable,
occupational pattern, agriculture based information,
availability of commercial banks.
Thompson rural market index

• Advantages • Disadvantages

Effective for segmenting •Information only up to


Rural market district level and not
deep villages
Directly for inputs and Does not a/c the share
durables of rural income which
Indirectly for comes from non-
consumables and agricultural activities.
durables.
Market mapping indices
MICA rural market rating
• It ranks districts according to seven parameters like population,
fertilizer consumption etc.,
• It depicts census data in digital maps where one can zero on district
level details.
• Priced at rs. 35000/-
Linquest
• Market mapping tool from AP [Link] ranked districts on 42
variables. It was available for rs.75000/- in 1999.
Indian market demographics
• Compiled by NCAER on regular basis. 10 yr white book gives
detailed information on income-classes, durable trends etc.
Market mapping indices
Business intelligent unit
Chennai based research unit has introduced purchasing potential
based ranking of 500 districts. It correlates agriculture zone with
purchasing power.
Lincompass

• Lintas develpoed a specialized rural marketing division


named LINTERland software tool called Lincompass.
• Geographical information system has data on 6,26,000
villages all over the country except J&K. Parameters =
256 of which 32 are considered key to avoid over laps.
Lincompass

• parameters FIRST SECOND THIRD


includes agriculture, Maps Info on
literacy, Determine highways mela
• civic amenities, and
the and
village composition, relative roadways
thru out the mandi
income and potential
distance. country with 60,000
of
different accuracy of across
state [Link] the
cent country.
ARCVIEW
• Knowledge based intelligence system
depicts 5,87,762 villages as digitized
points depicting the market potential.
• Maps like agricultural maps,socio-cultural
maps, national and state highway maps
and river maps are digitized
Advantage of IT as a tool
 cost reduces significantly: -
 it has been seen in telecom sector that when the usage
of the technology is scaled up, the cost reduces
dramatically.
 IT model is scalable then huge return are possible even
on the small margins, bcoz of the huge untapped rural
market.
 Convergence
 The convergence of tech. and its wide spread usage has
not only made it a very powerful tool, but also one that is
very cost effective.
Barriers not high in technology
• IT solution are having very high potential
for achieving the obj. of rural development.
• The lesson for MNCs is “do not hesitate to
deploy advanced tech. at the bottom of the
pyramid while, or even before deploying
them in advanced mkrt.”
• Select application of IT development
Hewlett packard’s i-community
initiative
HP i-community initiative aim to transform
lives of ordinary rural citizens by employing IT
tools.
• Village photography initiative(VPI): -The
mechanism of implementation of this initiative is
that HP selects the villages SHG members
randomly for its VPI.
• It provides the selected members with especially
designed self-contained photography kit ,which
includes digital camera, a potable printer etc.
• Thus this model not only provides
meaningful employment ,opportunity to the
ruralites in the village itself but also it
perfectly viable for the company. it can sell
its products in an area where it might not
have thought ,the market exist.
• MULTI USER 441 DESKTOP PROJECT: -
HP’s multi-user 441 desktop, latest
solution for emerging markets is unique
and very relevant for rural consumer who
are looking for value for money solution . 4
users can access the desktop at a time
with one CPU.
HP…
• Project yojanalu :- it has also developed a
solution implemented project Yojanalu
which acts as a interface between govt.
and the citizens

E - RURAL
E - rural • Advertising and rural Marketing consultancy organizations now developed significant databases on rural market
Market Mapping Tools Thompson rural Market Index • First introduced by HTA in 1972. • Provides comprehensive information on
Thompson rural market index • Advantages Effective for segmenting Rural market • Disadvantages •Information only up to distr
Market mapping indices MICA rural market rating • It ranks districts according to seven parameters like population, fertiliz
Market mapping indices Business intelligent unit Chennai based research unit has introduced purchasing potential based rank
Lincompass • parameters includes agriculture, literacy, • civic amenities, village composition, income and distance. F
ARCVIEW • Knowledge based intelligence system depicts 5,87,762 villages as digitized points depicting the market potential.
Advantage of IT as a tool cost reduces significantly: - it has been seen in telecom sector that when the usage of the tec
Barriers not high in technology • IT solution are having very high potential for achieving the obj. of rural development. •

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