To a large extent, villages contribute towards the economic development of the nation through the production of food grains, vegetables, fruits etc. The environment outlines threats and opportunities of the market. It was equally recognised for its innovative approach to products and marketing. Kare are all eyeing rural markets to capture the large indian market. Problems and prospects of fmcgs products marketing in. Rural marketing in india is sometimes mistaken by people who think rural marketing is all only about agricultural marketing. Marketing mix of britannia analyses the brandcompany which covers 4ps product, price, place, promotion and explains the britannia marketing strategy. Marketing strategy of britannia britannia marketing strategy september 3, 2018 by hitesh bhasin tagged with. Pdf strategies for marketing to the rural customer in india. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc. Rural marketing process is both a catalyst as well as an outcome of the general rural development process. Biscuits are available to consumers, even in the most remote places and in the smallest of villages. Biscuits were manufactured in a small house in central kolkata. Established in march 1918, it has steadily grown and secured itself as one of the heavyweights of india.
Promotion is the one of the major aspects in marketing strategies. Rural marketing is basically a focused marketing activity of an organization. Hindustan lever, cocacola, pepsi, lg electronics, britannia, philips, colgate. Asian paints selected some opinion leaders in the villages. Itc already has very strong portal as echoupal which can be used for greater penetration in rural india. Traditional outlookdo not prefer changes diverse socioeconomic backwardness infrastructure facilities physical distribution becomes costly. Initiation and management of social and economic change in the rural sector is the core of the rural marketing process. Biscuit industry is one of the biggest industry in india and having a turnover of rs 3000cr. Later, the enterprise was acquired by gupta brothers mainly nalin chandra gupta. Britannia all the products we can find in every place.
Degitalisation is the future for all sector including agriculture there is a need to enhance market information availability accessibility to farming community to enhance their income and impact on their livelihood overall devolopment of nation th. Britannia has rejuvenated its rural thrust by the launch of tiger biscuits colgate has been attempting. This paper attempts to study the 4 as of the rural marketing mix as a model to be. Coming to the frame work of rural marketing, rural marketing broadly. India is a land of diversity and about 70% of the population lives in villages. Pdf case study of an indigenous brand parleg harish.
Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. Cup jao promotion further fortified the affinity consumers had with brand britannia. Biscuit maker britannia industries ltd is deploying strategies for rural markets that straddle all its key focus areas for the future, in a. According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and postharvest operations. Rural marketing might also employ more internetbased sales opportunities since access to large stores will be limited in rural areas. Normally, producers and wholesalers do not extend full support to rural retailers in terms of liberal credit, financial assistance, and other facilities that they offer to traders of urban areas. As far as britannia s marketing channels are concerned it is very much effective and has been in place for years. Only a few enlightened companies, known for their marketing orientation, viz. Rural marketing determines the carrier of business activities from urban sectors to the rural regions as well as the marketing of various products manufactured by the nonagricultural workers from rural to urban areas.
Marketing marketing economic and social aspects of marketing. Rural marketing strategy is based on their as availability affordability and acceptability. Pdf strategies for marketing to the rural customer in. Marketing economic and social aspects of marketing. Social changes and the growth of indian rural market. Introduction on biscuit industry biscuits market in india. Rural india in fmcg rural india constitutes 70% of indias total population. Introduction britannia industries limited is an indian food products corporation based in bangalore, india. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. It still employs more than 58% of population and accounts for 15 % of the gdp.
India britannia rural preferred dealers number 2019. Bread and biscuits constitute the largest segment of consumer food in india. Britannia strode into the 21st century as one of indias biggest brands and the preeminent food brand of the country. Ide designed a low cost manual pump, branded kb krishna. Similarly, hindustan unilever limitedhul has successfully influenced the rural market. The rural market of india started showing its potential in the. Britannia industries launched tiger biscuits especially for the rural market. Rs 9,000crore rs 90billion annual growth rate of biscuit industry as follows. The rural marketing environment is complex and is changing continuously.
Table 2 fmcgs urban rural % of rural hh in total shampoo 66. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. The marketing mix is a business tool used in marketing. Product price place distribution promotion these four ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. It is a need satisfying entity to a rural consumer. But, this scenario is slowly changing and importance is given to the need of the rural consumer. When marketing activities are done in the rural areas or marketing enter into rural. A product is anything that can be offered to a market to satisfy a want or a need,including physical goods and services, experiences,persons,events,places,properties,organisations,information and ideas. Sometimes criticized for its impact on personal economic and social wellbeing, marketing has been said to affect not only individual consumers but also society as a whole.
Britannia industries limited is engaged in the provision of bakery products, including biscuits, bread, rusk, and cakes. Marketing strategy of britannia britannia marketing strategy. Britannia industries is looking at increasing the share of its rural sales to turnover to up to 50 per cent in next five years. Companies like hindustan lever, colgate palmolive, britannia and even. This statistic represents the number of rural preferred dealers for britannia between the fiscal years 2015 and 2019.
In same way, rural customers and retailers are not given adequate space in designing overall marketing programme. Introduction of rural marketing marketing is the business activity that explores unfulfilled needs and wants, defines and measures their magnitude, determines which target market can be best and optimally served, decides on the basis of appropriate products, pricing, promotion and distribution programs to serve these markets with the aim of. Identifying market opportunities for rural smallholder. This term got a separate meaning and importance after the economic revaluation in indian after 1990. It is the first bakery company in india to remove transfats from its biscuits. It becomes in this process both benefactor and beneficiary. You will get the project report through mail from side withing 24 hrs of your order. Britannia tiger biscuits created an identity of a smart, active and sharp child. Britannia industries introduced good refers to the purchasing power of the. With large parts of rural india inaccessible to conventional advertising media only 41 per cent rural households have access to tv building awareness is another challenge. Challenges of rural marketing rural marketing is a time consuming affair and requires considerable investment in.
Rural marketing project marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. Britannia turns to newage tech to beef up rural reach. Rural marketing is a process of developing, pricing, promoting, and distributing rural specific goods and services leading to desired exchange with rural customers to satisfy their needs and wants, and also to achieve organizational objectives. Rural markets in india has acquired a major role in the growth of our economy. Britannia industries, which is witnessing its rural markets contributing to about 2022 per cent of overall sales, is eyeing to capture a bigger pie in these markets. Rajesh panda deputy director, associate professor, sibm, pune email. By bringing out the current practices in rural marketing in india, the paper demonstrates. Services pvt ltd, the rural market for fmcg is worth rs.
Britannia biscuits with special reference to rural areas of coimbatore city. Export of these agricultural products generate capital and earnings from foreign exchange. Bhargavi reddy 2 1, 2 assistant professor, sri padmavathi mahila visvavidyalayam, womens university, tirupati 517501, a. In simple terms, a product is anything that satisfies human want customers and includes product quality, features, benefits, design, style, colour, brand, services, and warranties. The first aavailability emphasises on the availability of the product for the customers, i. For most marketers planning to enter the rural markets, distribution poses a serious challenge. The dealers in the interior rural areas are not given. Marico, colgatepalmolive or britannia, are showing deep interest in rural india. Hence it is important to understand the 4ps along with 4 as of rural marketing with respect to a rural consumer.
Asian journal of management research the opinion of. The emergence of rural markets as highly untapped potential emphasizes the need to explore them. The marketing mix of britannia discusses the marketing mix strategy of britannia industries limited bil, which is a market leader in the indian bakery and biscuit market. Almost 2 million tons of biscuits are produced in india each year and consumption is growing. Acropdf a quality pdf writer and pdf converter to create pdf files. The manual was translated into english later that year and has subsequently been used as a training material for development projects in both africa and asia. Analyzing the effectiveness of marketing strategies in the. Britania biscuit a details presentation on various. But compared to priyamarie gold or parleg the rural penetration of britannia has not been that much successful. Turns to the rural market for a bigger bite the hindu. Fortunately, however, the rural consumer has the same likes as the urban consumer movies and music and for both the urban and rural consumer, the family is. Product is something like the heart in the human body. Akash kumar rajput content rural marketing initiatives discussed in detail. Features large and scattered market over 63 crore consumers from 5,70,000 villages major income from agriculture low standard of living low literacy, low per capita income, social backwardness, low savings, etc.
Hul cocacola britannia itc hero honda lg thomson reuters rural marketing initiatives discussed in brief. Marketing mix of britannia britannia marketing mix. Product strategy and product mix of britannia britannia. For the successful exploration of rural markets, a basic requirement is infrastructure. Currently, rural sales is a weaker segment when compared to urban. Britannia inovates for strong presence in health and nutrition space. Marketing decisions generally fall into the following four controllable categories. So it has shaped itself with the market fluctuation and got matured with time. So, before venturing into the other aspects of rural marketing let us discuss the development of this area in different.
The indian biscuit industry the indian biscuit industry is the second largest industry in the world after u. Now let us understand the products offered by britannia industries limited and their product strategy. This same rule stands good for rural marketing also. In indias more rural populations, soft drink maker cocacola. Rural marketing has become the latest mantra of most corporate. In this article we will discuss about the rural marketing strategies adopted in india. Britannia must try to improve in scm and to have a strong distribution in rural markets. Pdf 4 as the key drivers of rural marketing publishing india. Among the truly indian players are dabur, britannia, itc. Pdf the present paper brings together recent research findings and onground efforts of. Both biscuits and bread are items of mass consumption in our country.
Its portfolio of brands includes tiger, good day, marie gold and 50. This section briefly examines some of the criticisms raised and how governments, individuals, and marketers have addressed them. Market experts say that of the total 600,000 villages in india, under two per cent or around 10,000 villages contribute to about half of the. Though it will not reduce efforts to expand presence in urban markets, it is drawing a strategy to explore larger opportunity to cater to reach out to its rural customers.