MARKETING INNOVATIONS IN RURAL INDIA Submitted By--- M. Arun Kumar, M.F.M. M.Com., MIT, MBA, M.Phil, (PhD.) Asst. Professor. & Principal I/c. Mobile : 09951825123
Presented ByDibas Kumar Biswas
MARKETING INNOVATIONS IN RURAL INDIA “Invention is the first occurrence of an idea for a new product or process, while innovation is the first attempt to carry it out into practice.” -- Fagerberg
S curve • The life cycle of innovation has been described by Everett Rogers in his classic book “The Diffusion of Innovation ” in which Rogers proposes a diffusion curve known as “S curve”.
Population is living in rural areas of the Country Rural Population
Rural Population Urban Population
Development of Markets in Rural India • India agriculture growth • The buying behavior of the rural consumers • The evaluation in Rural Marketing Phase
Marketing of Agricultural Inputs Agricultural Inputs
Consumables and Durables for consumption and production
Urban & Rural
Attractiveness of Rural Market • Large Population • Raising Prosperity • Growth in Consumption • Life-Style Changes • Life-Cycle Advantages • Market Growth Rates higher than Urban • Rural Marketing is not expensive • Remoteness is no longer a problem
Marketing Innovations in Rural India â€˘ Ongoing globalization â€˘ The digital revolution in rural India.
The Market in Transition • Indian Market is in a transition • Between 1993-97. Agriculture grew at an average of 4.7 percent per year and Industry at 7.6 percent. • Between 1998-2001, the agriculture growth has fallen to 1.6 percent and Industrial growth to 5.2 percent • wrong assumption and over enthusiastic expectations
• The rural market is much complicated and fragmented. • The secret of success would, therefore, depend on classifying, countrywide rural market pockets into a limited number of categories and in pairing discontinuities to manageable limits within each category. • Change is also peculiar here.
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