CONCLUSION
Thus looking at the challenges and the opportunities which rural markets offer to the marketers 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. The rural market is very large in compare to the urban market as well as it is more challenging market. The consumer wants those products which are long lasting, good, easy to use and cheaper. The income level of rural consumers is not as high as the income level of urban consumers that's why they want low price goods. It is one of the reasons that the sale of sachet is much larger in the rural area in all segments. I t is necessary for all the major companies to provide those products which are easy to available and affordable to the consumers. It is right that the profit margin is very low in the FMCG products, but at the same time the market size is much large in the rural area. The companies can reduce their prices by cutting the costs on the packaging because the rural consumers don't need attractive packaging. Application of 4A* is also a major task for the major companies in this area. Rural market has an untapped potential like rain but it is
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It holds major shares in the soap, detergent, shampoo & cream’s category. HUL's products are mainly in demand, because they provide these products in different packs. They consider the fact that rural consumers do not have that much money to be spent on these products. So, they prefer buying the small or the medium packs. However, large or family packs are still been bought by few consumers, who are from a well -off
Bright Light Innovations will be able to evaluate different segments to determine differential advantages in each of those segments. Furthermore, management will be able to determine any of the particular marketing mix for a more successful strategic plan. Market segmentation can be obtained by researching geographic data (zip code, region, etc), demographic data (age, occupation, nationality, etc), psychographic data (social status, personal type, etc), behavioral data (customer behavior), or any other data that can be beneficial to the research (Kawasaki, 2004). According to Hyman and Sierra (2010), before a service or product is introduced into the market, the marketer needs to have a good understanding of the consumer’s needs and preferences. For that reason, it is recommended that management considers all of the limitations and challenges that the Nepalese market has for the Starlight Stove. Major decisions need to be made by management to effectively make profit on this product. On the other hand, Nepal is ranked in the low-income group. There are other possible markets in South Asia that can be consider and might represent a less challenge, especially since management is looking to make profit. Bright Light Innovations needs to consider GNI numbers before deciding where this product will be launched. Because there are technology limitations in Nepal, management will need to create a marketing campaign that can be clear and easy to understand by the Nepalese citizens. Magazines are always a great source of marketing, but these can represent a challenge in Nepal since only half of the adults can read and 11% of the households have electricity. Therefore, visuals and signs can be strategically placed among the different villages to target the corresponding districts. Bright
most of their income in the city also due to the high demand for rural
Dairy Farm has done so by understanding the behaviour of Asian consumers, in a way that Asian consumers tend to shop more frequently, hence, they do not always search for substantially the largest stores with a wide range of products. Instead, Asian consumers prefer to shop at stores that are nearer to their homes. Therefore, it has stores that are not only centrally located within a country but all around the country. Dairy Farm also understands that the Asian market is looking at fresh goods and their quality and so, it aims to provide these at their respective stores.
Unilever owns a 52% stake in HUL. It majorly produces food and beverages, cleaning agents and personal care products. It has products in over 20 consumer categories such as detergents, soaps, tea, shampoos etc. with over 700 million people using its brands. Eighteen of its brands have made it into ACNielsen Brand Equity List of 100 Most Trusted Brands Annual Survey 2012. It has a network of Network ofv7000 stockists that cover 7 million retail outlets. 59% stores are in rural India.
Another remarkable factor that has actually strengthened Vinamilk’s leading position in the market is that it already holds a strong distribution presence which spreads nationwide, from urban to rural, coastal and mountainous areas. The distribution network is the decisive factor for the success of a consumer goods producer. Vinamilk is now operating agencies at grassroots levels like villages in rural areas, and almost all shops on the main streets of major cities sell Vinamilk products. In addition to the strong domestic distribution with the network of 183 agencies spreading over 64/64 provinces, cities, and Vinamilk products are exported to United States and many European countries as well as area of Middle-East and Southeast Asia.
“Maximum consumers prefer local shops to superior supermarkets because of closeness, personal care, fresh, on time, and lower prices. Approximately 95 percent of consumers needs fresh fruits and vegetables”.
The ending of the last problem is large enough to be a concern on its own. India has a very strong culture, and most of the communities prefer to eat fresh food. Supermarkets strive on processed foods with long shelf lives, which has a low market demand in countries, such as India. This being the reason that the only retailers that have shown success are ones that are essentially large “farmer markets”. By appealing to the cultural demand of providing fresh fruits and vegetables, these companies are the only large retailers profiting in
This is to declare that the Report titled “Market analysis of Packaged Fruit Juice Industry- With the special Reference to Dabur- Real” has been made for the partial fulfillment of the Course: Dissertation in Semester IV by me under the guidance of Prof. MV Narasimhan.
The scenario has changed a little since few years. In urban India, families are experiencing better lifestyle with, dual incomes,breaking up of the traditional joint family system, desire for quality, time which translates into an increased need for convenience, the demand for convenient foods, ready to eat foods( frozen, instant, ready to cook )has been on rise, especially in metropolitan and
To acquire a significant market share, the company will employ the 4Ps of marketing mix. The company will offer healthy product unrivalled in the market. A thorough market research identified this lucrative but ignored opportunity in the market. The company will ensure that its products are competitively priced such that a wider segment of the target market can afford them. This will also aid in lifestyle change i.e. from junk to healthy food. Already, the company has set up strategic joints in Auckland and Wellington; plans are complete to have outlets in all urban areas for ease of accessibility. Through the use of the mass media (television and radio) as well as the social media platform, the company will intensely market its products to secure a significant portion of the market.
Nestle is a Swiss food and beverage Multi-national corporation headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues with about 500 factories in more than 80 countries. The company consists of a powerful portfolio of brands that is driven by unrivalled research and innovation, an aim to contribute to improving the quality of consumers’ lives and a clear commitment to consistence excellence. The company succeeded in accomplishing its mission of “Good Food, Good Life” by making the use of globalization in the areas that are as follows-
The company through its research concluded that its product portfolio and the prices were appropriate for the rural markets. But, the problems were with the other two P’s: Place and Promotion.
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India and touches the lives of two out of three Indians.
As shown earlier, political actions and policies has definitely had an impact the market for soft drinks in India. The soft drink market in the country of India consists of only six product distinctions. They are cola, cloudy lemon, orange, soda, mango, and clear lemon. India’s government would prefer to ideally protect its local industries ...
Street foods are sold primarily on the streets in jam-pawncked public places. the road food vendors typically stand in cluster at unhygienic place and jam-pawncked areas where facilities of water and waste disposal don't seem to be correct. Among numerous street foods sold in Mumbai city, Gol gappa are very usually sold most. Gol gappa may be an ancient chat product and is most well-liked wide. It includes of three completely different articles, i) gol gappa /puri ii) filling/masala iii)spicy water. Broad objective of the study is to look at the functioning of Panipuri business