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Swatanu Satpathy, profile picture
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Rural marketing India

The document discusses several examples of rural marketing strategies used by different companies in India. It describes ITC's e-Choupal initiative which links rural farmers via the internet for agricultural procurement. It also discusses Nokia launching an affordable rural model with features like dual language and dust-proof keys. ACC Cement used local press and direct marketing to promote their cement brand in rural Karnataka. Godrej launched retail stores called Aadhaars to provide a one-stop shopping solution in rural areas. HUL's KhushiyonkiDoli initiative aims to create awareness, engagement, and retail contact for their brands in villages across several states.

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Rural Marketing
Rural Marketing
ITC -- e-choupale-choupal, Initiative by ITC, by which they link to rural farmers via internet for procurement of agricultural and aquaculture.There are presently 6,500 e-Choupals in operation. ITC Limited plans to scale up to 20,000 e-Choupals by 2012 covering 100,000 villages in 15 states, servicing 15 million farmers.
Value Chain – e-Choupal
Benefits – e-ChoupalElimination of non value added activitiesDifferentiated product through identity preserved supply chainsValue added products traceable to farm practicese-market place for spot transactions and support services to futures exchange
ACC Cement Ltd -- SURAKSHAACC SURAKHSHA Cement In a market dominated by graded cements in the semi urban/rural areas of Karnataka, ACC Cement ventured out to establish the superiority of ACC SURAKSHA blended cement and build an image of a Premium Cement for the brand.To reach the opinion leaders viz.Architects, Engineers, Contractors, etc, he assistance of the regional local press was sought and other Direct Marketing efforts such as field meetings with small groups of masons & customers were used.Contd
NokiaNokia launch a model “1208” which will cost Rs 2000.Nokia add some special features for rural peopleColor ScreenBilingual keymatsDust free keymats
ACC Cement Ltd -- SURAKSHAResult - A post-campaign study initiated by ACC revealed tangible improvement in off-take in the state of Karnataka and an extremely positive response from dealers, who believed that the campaign helped in strengthening their hands.
NokiaNokia adapt the following strategy to penetrate the rural market – Rural Usage
Affordability
Market Share
Missed CallsParle - GThey adapt following rural marketing strategy –Acceptability
Affordability
Availability