Rural Marketing Initiatives by Rural Marketing Initiatives by Different CompaniesDifferent Companies

Presented ByPresented BySwati BhallaSwati BhallaUjjal banerjeeUjjal banerjeePriyanka GhoshPriyanka GhoshU Prabir JaiswalU Prabir JaiswalSumitra Nandan SrivastavaSumitra Nandan Srivastava

Rural Market becomes attractive to Rural Market becomes attractive to Corporates: Corporates:

• The Rural Market is being seen as a Growing The Rural Market is being seen as a Growing Opportunity mainly because of the following – Opportunity mainly because of the following – – Rural Demand is growing rapidlyRural Demand is growing rapidly– Purchasing power has increasedPurchasing power has increased– Cut Throat competition in the Urban MarketsCut Throat competition in the Urban Markets– Rural market is largely unexplored and Rural market is largely unexplored and

untappeduntapped– There would be opportunities for new entrants There would be opportunities for new entrants

as compared to urban population being loyal to as compared to urban population being loyal to specific brandsspecific brands

– The volume and the strength of the rural The volume and the strength of the rural populationpopulation

We have chosen…….We have chosen…….

Tata Nano GaneshTata Nano Ganesh An innovative technology for farmers initiated by An innovative technology for farmers initiated by

Tata Teleservices Tata Teleservices

Biometric ATMs for rural folkBiometric ATMs for rural folk ATMs are not complicated for rural people ATMs are not complicated for rural people

anymoreanymore

FMCG products by SaharaFMCG products by Sahara

TATA “Nano Ganesh”TATA “Nano Ganesh”

Tata Teleservices has launched a new Tata Teleservices has launched a new product, named product, named Nano Ganesh,Nano Ganesh, especially for especially for the rural community. the rural community.

Tie up with Pune based Tie up with Pune based Ossian Agro Ossian Agro AutomationAutomation

It was developed by Ossian Agro engineer It was developed by Ossian Agro engineer Santosh Ostwal, the son of a farmer, in 1996 Santosh Ostwal, the son of a farmer, in 1996

TATA “Nano GaneshTATA “Nano Ganesh

It allows the farmers to operate their It allows the farmers to operate their irrigation pumps from remote location irrigation pumps from remote location

The application was a Grand Prize winner The application was a Grand Prize winner in the Emerging Markets category of Nokia's in the Emerging Markets category of Nokia's Calling All InnovatorsCalling All Innovators contest contest

Combination of Tata Indicom mobile connection and a mobile modem Modem will be attached to the starter of the pump set Can be attached to any existing electrical starter and motor pump Unique code number Farmers can remotely switch on and switch off the pump set Farmers can check further – On/off status Power availability

It was started at Sojitra in Anand district in Gujarat.

5,000 farmers in Maharashtra state have been using Nano Ganesh since 2008

Planning to expand to UP, Gujarat, Rajasthan and Madhya Pradesh

Rs 2700/- for Modem Additional charges for desired handset Handset comes with lifetime validity All calls made to the pump by the Tata Indicom mobile shall be free Other calls are charged as per the tariff plan given to the subscriber

Advantages……..Advantages……..

Appropriate for rural market

First operator in India to launch this technology

Tata Teleservices differentiates itself in rural markets by Nano Ganesh

It increases customer “stickiness”

Sahara India Parivar Sahara India Parivar

Wide range of consumer products for semi- urban & rural areas.

Mainly operates in the states like Uttar Pradesh and Uttaranchal for about a year.

Wide range of 100 Distributors & 10000 retailers.

Better infrastructure facilities to improve the supply chain.

SAHARA DETCO WASHING POWDER High quality white powder with colourful granules detergent powder that remains soft on clothes, hands & pockets as well. available in 400 Gms& 800 Gms & the prices are Rs. 10/- & 20/-respectively.

SAHARA DETCO WASHING POWDER It was introduced in the month of may, 2007. It is very effective in removing dirt particles. This particular cake is available in 180+20 Gms & the price is Rs.5/- per cake.

SAHARA UMANG SANDAL SOAPThe weight of the soap is 75 Gms. The product is available with a flashy scheme of Buy 3 get 1 absolutely free at a very economical price i.e. at Rs.27/- only.

SAHARA CLASSIC WHITE SOAP This soap is available in 100 Gms pack and at a  very economical price i.e. at Rs. 14/- per cake only.

SAHARA CARE MOSQUITTO REPELLENT COILS Green pack Coil lasts for about 08 hours which has 10 pieces   of   coils at a very economical price Rs. 17/- only

Sahara India also does the following under mentioned activities to impress the Consumers: PostersStickersFree goodsQuarterly Coupons Display Rural Coupons Dealers Free SamplesBesides, they run advertisements on leading newspapers i.e. in Sahara Samay, Dainik Jagran on a regular basis.

Bio-Metric ATM’s for Rural Bio-Metric ATM’s for Rural IndiaIndia

Launched by a Chennai based Launched by a Chennai based Financial Software Financial Software and Systems (P) Ltd. In 2006.and Systems (P) Ltd. In 2006. It replaces the “PIN” number with the “thumb It replaces the “PIN” number with the “thumb Impression”.Impression”.

The main benefits are:The main benefits are:• Finger print Verification.Finger print Verification.• Voice guided animated screens.Voice guided animated screens.• Ideal for Indian rural masses.Ideal for Indian rural masses.• No complex menus.No complex menus.

Initiatives taken by Different BanksInitiatives taken by Different Banks

•DENA BANK:DENA BANK:

Started the concept of “KISAN- Started the concept of “KISAN- Bank” and installed the 1Bank” and installed the 1stst BTM on BTM on 2020thth February,2007. February,2007.

•STATE BANK OF INDIASTATE BANK OF INDIA::

Launched its Launched its first Biometric ATM at first Biometric ATM at Munnar in Kerala on 24Munnar in Kerala on 24thth August,2008.August,2008.Another 200 Biometric ATMs are Another 200 Biometric ATMs are opened all over the country.opened all over the country.

•INDIAN BANKINDIAN BANK Working up to open Biometric ATMs in around Working up to open Biometric ATMs in around

100 places in the country by this financial year100 places in the country by this financial year..

•CANARA BANKCANARA BANK Started the “Canara Gramina Vikas Vahini”.Started the “Canara Gramina Vikas Vahini”. It would consist of vehicles accompanied by a It would consist of vehicles accompanied by a well versed person.well versed person. Deliver information about banking services.Deliver information about banking services.

It would also provide account opening forms, It would also provide account opening forms, brochures of various schemes of the bank and brochures of various schemes of the bank and benefits to the rural masses.benefits to the rural masses.

Other Initiatives…Other Initiatives…

Tata Kisan Sansar launched by Tata Tata Kisan Sansar launched by Tata Chemicals Chemicals

a chain of one-stop resource centres for rural a chain of one-stop resource centres for rural peoplepeople

TCS's mKRISHI, a new tool for farmers to TCS's mKRISHI, a new tool for farmers to receive agro-information receive agro-information

Rural Product…Rural Product…

Kissan InvertersKissan Inverters - - superior inverter for superior inverter for rural area by rural area by TruepowerTruepower

Rural PotentialRural Potential

Ernst & Young report reveals that of the next 250 Ernst & Young report reveals that of the next 250 million Indian wireless users, approximately 40% million Indian wireless users, approximately 40% are likely to be from rural areas.are likely to be from rural areas.

Godrej Consumer Products intends to increase Godrej Consumer Products intends to increase revenue from rural areas from 38% to 55% in the revenue from rural areas from 38% to 55% in the next three yearsnext three years

Elder Pharmaceuticals is increasing its focus on the Elder Pharmaceuticals is increasing its focus on the rural market.rural market.

LG has set up 45 area offices and 59 rural and LG has set up 45 area offices and 59 rural and remote-area offices. remote-area offices.  

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