To evaluate the key decision areas in rural marketing. Perception consumers believe parleg to be a good quality product which is cheap too. Parle has adopted the market panetration strategy i e low. Project in few slides explains about the biscuit industry. For any business to be competitive, the core aspect is how well the marketing strategies are defined and successfully implemented. Doc marketing strategy of parle company in the partial. Get the updates on ongoing ruralagricultural marketing, campaigns and news related with rural industries including investment, opportunities and profitability etc news rural marketing, rural news india, agriculture news india, agriculture articles rural marketing. Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l.
This project is basically about the biscuit industry in india. Rural marketing involves addressing over 700 million potential consumers and over 40 per cent of the indian middle income. What are the best examples of rural marketing in india. Parleg or parle glucose biscuits are one of the most popular confectionary biscuits in. Project report on marketing strategy of parle company in the partial fulfillment for bachelors of management studies bms submitted by virendra singh roll no. Both biscuits and bread are items of mass consumption in our country.
Parle company practices mass marketing for parle g. Its potential, importance, problems and distribution strategy. In situation of rural marketing the firms also follow pushup sales raise strategies. Parle g products are available in every nook and corner of the country from a smallunknown rural area to a super market in a metro city. Project report on rural marketing at parle free download as word doc. In india it is a habit to have biscuits along with chai or tea parle g is referred to asbiskut in rural areas thus when asked for biskut to a shopkeeper it simply meansparleg biscuit in rural areas. The rural marketing book by pradeep kashyap pdf download the rural marketing book by pradeep kashyap pdf. Rural markets offer great scope for concentrated marketing effort because of the recent increase in the rural per capita incomes and the likelihood that incomes will increase faster because of better production and higher prices for agricultural products. Producers of fmcg have to craft unique marketing strategies exclusively for rural consumers.
Many people love to have parle g with their evening tea or coffee. Rural marketing promotion strategies in rural marketing. As the rural marketing is a two way process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. Search and upload all types of marketing strategy and swot analysis of parle g projects for mbas on. One of the most marketing aspects of marketing is marketing strategies nowadays because marketing strategy is the term which is generally preferred to promotions. Rural marketing of parle free download as word doc. Pdf case study of an indigenous brand parleg harish. 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. Marketing strategies intiatives taken by parle for parle g as a marketing strategies.
Shimp, 2003 marketing strategy approach is a way to capture a niche in the consumer market. Product strategies for rural market marketing lessons. Marketing strategy is a vital contributor to the satisfaction of the customer needs and wants. Rural marketing a radical perspective 607 way and growing twice as fast as the urban, witnessing rise in sales of typical kitchen gadgets such as refrigerators, mixer grinders and pressure cookers. Parle g marketing strategy free download as powerpoint presentation. This is a powerpoint presentation about how parle used the marketing mix to promote its flagship brand parleg. Because of this, parleg is the worlds largest selling brand of biscuits. Distribution strategies for rural market indian perspective in our last post we talked about product strategies one can adopt while managing business in the rural markets.
As the rural marketing is a twoway process, this article attempts to highlight issues and challenges associated with the rural marketing strategies. Then project is scope down to parle followed by parle g as a. Marketers need to understand the psychology of the. Marketing strategy of parle company in the partial fulfillment for bachelors of management studies bms submitted by. News rural marketing, rural news india, agriculture news. Downloadthe rural marketing book by pradeep kashyap pdf. Rural market penetration is 50 65% parle g market reach very high but due to distribution network consumer psyche. Parle, in order to create large potential market, employs mass marketing for parleg. In addition, it also includes the marketing in the rural areas. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. It covers the marketing strategies aspects of rural produce with special. Product strategies for rural market indian perspective a prime need for any firm to emerge as a strong player in the rural market is by carefully identifying gaps in the rural market and crafting the right product offering for consumers. Once this is done press the button showing the picture and wait.
Rural marketing in indian economy can be classified under two broad categories. No wonder, the rural markets have been a vital source of growth for most companies. For rural market, it will be ideal to think of strategies from the marketing mix point of view, main strategies are related to product, price, place and promotion. Pdf case study of an indigenous brand parleg harish raman. Rural marketing has become the latest mantra of most corporate. Majority of respondents were aware of parleg, lays, frooti and. 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 rural market in indian economy can be classified under two broad categories. Parle g is one of the most widely distributed biscuit brands in india and has fantastic mass appeal. Only if the marketing strategies are sound enough and covers all the relevant aspects including those of the competitors, the business house will not only be able to survive in a highly competitive market but also ensure that the organizational objectives are met.
The emergence of rural markets as highly untapped potential emphasizes the need to explore them. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. Positioning of parle g in rural market parleg the company has used. Parleg followed lineextension branding strategy to introduce recently two of. Parle company practices mass marketing for parle g which appeals to masses. This is a research report on marketing strategy and swot analysis of parle g by sandesh chavan in case study category.
Almost 2 million tons of biscuits are produced in india each year and consumption is growing. The rural marketing refers to the activities undertaken by the marketers to encourage the people, living in rural areas to convert their purchasing power into an effective demand for the goods and services and making these available in the rural areas, with the intention to improve their standard of living and achieving the companys objective, as a whole. Strategies to be followed in indian rural market a marketing strategy. The main objective of study is to analyze marketing of consumer products and present the strategic framework for marketing consumer products in rural areas. Mbah4010 rural marketing 1 rural marketing rural marketing is real marketing the predominantly rural character of indias national economy is reflected in the very high proportion of its population living in rural area s. An appropriate segmentation of the highly heterogeneous rural market and identification of the needs and works of different segments will form the very basis for rural market strategies. To discuss the issues and challenges of rural marketing. Project report on rural marketing at parle public sphere. Introduction of rural marketing marketing can be defined as the process of identifying, anticipating and knowing customer needs, and organizing all the resources of the company to satisfy them. The research is about identifying the right options and marketing strategies, for implementing a new. Chalking out a product strategy for rural market differs in many aspects when compared. Almost 70% of the indian population lives in villages and rural areas.
Need to increase awareness about the parle g as brand. Geographicitcs products are available all over the world. Consumers of parleg belong to all classes of society and income, rural and city. Marketing strategy and swot analysis of parle g jlk9x21z9545. A few of our brands used wifi advertising to promote their brands in rural india. Bread and biscuits constitute the largest segment of consumer food in india.
Product is something like the heart in the human body. Parle g rural marketing strategy linkedin slideshare. Free display materials like posters, sign boards, neon lights etc. Marketing strategies intiatives taken by parle for parle g as a. Massproduction, massdistribution and masspromotion allows. Marketing of agricultural production has received adequate attention of researchers, policy makers and central and state governments. National rural health mission center mid day meal being served in primary schools products are made available in different sizes it is mainly promoted through tv ads and cinema even went for print ads easily available biscuits so these are the marketing strategy of parle g for rural inda. As part of its marketing initiative, parle products has. Ajay adlakha in a discussion with sandeep budkai editor, themobileindian.
Marketing strategy of parle parle marketing strategy. This is reason enough for firms from various sectors like fmcg, telecom, electronics etc to come up with new marketing strategies aimed to capture the rural market, hence the concept of rural marketing. Coming to the frame work of rural marketing, rural marketing broadly. Product strategies for rural market indian perspective. Distribution strategies for rural market marketing lessons. However, at most of the time its the distribution which acts as a limiting factor in growth of the business in.
Binq mining mining news marketing plan for a biscuit manufacturer pdf. Presentation over view overview of biscuit industry in india porters model about parle parle products parle swot analysis about parle g biscuit parle g future challenges our suggestions 3. As of 2020, there are several britannia marketing strategies like productservice innovation, marketing investment, customer experience etc. Marketing strategies of bisleri case study template. However, rural markets and rural marketing have special features as compared to urban markets. Rural marketing environment, organisation and functions of agricultural marketing, marketing of consumer durables and nondurables, attitudes and beliefs of rural markets structure, marketing of agricultural inputs, agricultural marketing, classification of products and economic development, role of warehousing, processing of select. In this article we will discuss about the rural marketing strategies adopted in india. Rural marketing strategy market segmentation marketing. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. The usually followed pushup sales promotion strategies include. Thus it is mass production, mass distribution and mass promotion of parle g for all buyers. Its definition and development perspective article pdf available in international journal of rural management 51.
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