Are you looking forward for a market having Rs. 3,787,910,000,000 (approx three lakhs eighty thousand crores) as the spending power? If, YES, then don't look anywhere, rural India is the answer! A lot has been said and discussed about the spending power rural India has and why it is still considered a virgin territory as far as company incursions are concerned. Globalisation is the key to success for any large organisation. However, with the promise of larger markets, it comes along with a problem, that of understanding these markets. While some products do extremely good, others fail miserably. So why does this happen? "A strategy that has worked in one place will not work equally well in another region," explains Mr. A. R. Thakur, ad-consultant.
This study paper seeks to analyse the reasons as to what can make a product sell in the rural market like hot-cakes and how it can be tapped into after the urban-phenomenon stops showing in the bottom-line. Let us take a sneak-peek at the strategies and advertising campaigns which made them stand out. Though, there is no standard solution to all the different regions in our country, some strategies are discussed herein. HLL and ITC have been seen drive into the hearts of the rural customers, closely followed by Amul, Coca-Cola, Colgate, LG, LIC, BSNL and hero Honda. One thing is common between them all, their full understanding of the rural janta. They provided the quality products with the right mix of price, packaging and distribution channel, a sustainable business model, advertised in a way that would be easily absorbed by the rural audience, because you can't miss a market which contributes more than 75% of the sales for bicycles, radios, and mechanical wristwatches too.
So what makes Rural India special? Well it i ...