IMC (Integrated Marketing Communications) Strategies In Rural India: Issues and Challenges in...
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Transcript of IMC (Integrated Marketing Communications) Strategies In Rural India: Issues and Challenges in...
07/04/2023 1
Source: http://www.nationmaster.com/graph/peo_per_liv_in_rur_are-people-percentage-living-rural-areas
Total Indian Population Living in Rural Areas
IMC Strategies: Issues and Challenges in Reaching Out
And Retaining Customers in Rural
India
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07/04/2023 3
Agenda
• What is IMC?
• Why Rural India???
• Challenges of IMC in Rural
India!
4
“IMC is the integrated management of all
communications to build positive and lasting
relationships with customers and other
stakeholders. It is a customer-centric, data-
driven approach to marketing and branding
that stresses communicating to consumers
through multiple forms of media and
technology”.
07/04/2023
Dr. Rob Westervelt, Professor- Northwestern University
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Agenda
• Why Rural India???
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"The future lies with those companies who see the poor as their customers."
C. K. Prahalad
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Statistics
Rendition-2011
• LIC sold 55% of its policies in rural India, Within
2001-02
• 50% Of two million BSNL mobile connections in
small towns/villages
• 42 million rural households (HHs) availing
banking
services in comparison to 27 million urban HHs
• Investment in formal savings instruments is 6.6
million HHs in rural and 6.7 million HHs in urban
IndiaContd…
07/04/2023 Rendition-2011 8
• More than 90% villages are electrified, though
only 44% rural homes have electric
connections.
• In 55 years post independence only, 40%
villages had been connected by road, in next
10
years another 30% were connected.
• Percentage of BPL families declined from 46%
to 27%
• Rural literacy level improved from 36% to 59%
• Bank Branches 32,000
Contd…..
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Agenda
• Challenges of IMC in Rural
India!
07/04/2023 Rendition-2011 10
IMC’s Challenges
Developing Inorganic Scale
Pricing/Disposable Income
Scaling Across Geographies
Distribution And Logistics
07/04/2023 Rendition-2011 11
Challenges
Payment collection
Social and cultural
challenges
Low literacy
rate
Seasonal Sales
07/04/2023 Rendition-2011 12
Spurious/Duplicate Products
Low Penetration Of Media Channels
High Initial Investment
Challenges
07/04/2023 Rendition-2011 13
And Many More-
• Small Retailers To Carry Out Stock Without
Adequate Credit Facility
• Wholesale And Network Dealer Problems
• Market Research Problems
• Price sensitivity, Low Brand-Awareness
• Highly Dispersed And Scantily Populated
Markets
• Banking And Credit Problems....
Epilogue/Conclusion
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Rural India- A “Blue-ocean” Of Opportunities
IMC A Potent Tool But….
Demons Of Diversity, Low Literacy Rate, High
Initial Investment, Price Sensitivity, Other
Socio-cultural Factors, Week Brand-
awareness Pose Major Threats
Answer To These Problems: Evolution Of IMC
In India
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Annexure:Books:
1) Gopal Swamy, T. P. 1997 Rural Marketing, Environment-
Problems and Strategies, Allahabad, Wheeler Publishing.
2) Badi R.V & Badi N.V. 2004 Rural Marketing, Mumbai,
Himalaya Publishing House
Magazines, Journals and News Articles:
3) Prahalad C.K. and Allen Hammond, September 2002 Serving
the World's poor profitably, Harvard Business Review
4) Dobhal Shailesh, June 21, 2006 Marketing the BOP in India,
The Economic Times
5) At the Bottom of the Pyramid: Responsible Design for
Responsible Business, By Nirmal Sethia, Design Management
Review, June 1, 2005
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4) C.K. Prahalad & Stuart L. Hart January, 2002 (Issue 26, First
Quarter 2002) The Fortune at the Bottom of the Pyramid,
Strategy+Business
5) Gupta Dipankar, February 2005, pp. 751-758 Whither the Indian
Village: Culture and Agriculture in 'Rural' India', Economic and
Political Weekly
6) Bali Monish, August 23, 2000 The rural market likes it strong,
The Economic Times, [Interview by An Awasthi]
7) Jha Neeraj, June 19, 2000 Gung-ho on rural marketing, The
Financial Express
8) Chothani Pritesh Y. & Sud Ritesh, May 26, 2010 Rural India:
Challenges and Opportunities, coolavenues.com
9) Katiyar Ruchi, June 15, 2010 Rural Marketing: Challenges in
Distribution and Channel Management, coolavenues.com
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Websites:
1) www.indiainfoline.com/Markets/News/Rural-India.../482490523
2) http://knowledge.wharton.upenn.edu/india/article.cfm?
articleid=4472
3) http://www.indianmba.com/faculty_column/fc1079/fc1079.html
4) http://censusindia.gov.in/2011-prov-results/indiaatglance.html
5) http://www.multimediamarketing.com/mkc/
marketingcommunications/
6) http://www.pluggd.in/indian-rural-market-challenges-297/
7) http://www.samparkrural.co.in/infra
8) http://www.wdi.umich.edu/ResearchInitiatives/BasePyramid/
Resources/RegionsSouthAsia
9) http://www.usq.edu.au/course/material/mkt2001/imc_mix.htm
10)http://ubrander.wordpress.com/2006/09/05/what-is-imc/
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thank you
07/04/2023 19????Doubts????