Developing effective marketing communication strategies for FMCG firms in rural India

Suchanti, Pooja (2006) Developing effective marketing communication strategies for FMCG firms in rural India. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Occupational changes and the expansion of media have fuelled the rise of a new rural hinterland and a new rural consumer. Rural India, accounting for over 75% of Indias population offers a tremendous opportunity for generating volume-driven growth. FMCG majors have seen the potential of rural markets and have worked on their strategies to penetrate these areas.

Due to the media explosion and increasing literacy levels, people in rural areas are becoming conscious about their lifestyles and demanding a better life. With increasing disposable incomes, the rural consumer has become more demanding and choosier in his purchase behaviour than ever before. Brand consciousness is on the rise and marketers have realized this. As urban markets are getting saturated for consumer goods (FMCG & Durables), marketing executives are fanning out and discovering the strengths of large rural markets.

This project contributes to the discussion by providing an analysis of how FMCG companies can develop effective communication strategies to market their products to the Indian rural market. Particular focus on how to overcome the promotional challenges which occur when developing communication programs will be addressed. The paper involves theoretical discussion of rural marketing in India and a substantial case evidence of rural communication programs pertaining to an FMCG firm in India, i.e. Hindustan Lever Ltd. (HLL). A consumer study is also included which provides feedback on the consumers perceptions of rural communication.

Through the comparison of existing theory, the consumer study and the case description, the model of Rural Marketing Mix (Gupta, 2000), which formed the basis of this study, has been explored. Additionally, the challenges of rural communication have been discussed. Based on the analysis, recommendations for effective development of communication strategies are provided for Hindustan Lever Ltd. and FMCG firms.

Item Type: Dissertation (University of Nottingham only)
Keywords: rural marketing, traditional marketing, marketing commnuications
Depositing User: EP, Services
Date Deposited: 30 Nov 2006
Last Modified: 23 Oct 2016 14:44
URI: http://eprints.nottingham.ac.uk/id/eprint/20277

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