Issuu on Google+

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

30%

Rural Population Urban Population

70%


Development of Markets in Rural India • India agriculture growth • The buying behavior of the rural consumers • The evaluation in Rural Marketing Phase

Origin

Function

Major Products

I

Since Independence

Agricultural Marketing

Agricultural Produce

II

Mid Sixties

Marketing of Agricultural Inputs Agricultural Inputs

III

Mid Nineties

Rural Marketing

Consumables and Durables for consumption and production

Source Market

Destination Market

Rural

Urban

Urban

Rural

Urban & Rural

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 • Ongoing globalization • 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


Conclusion

• 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.


Thank You ​ Please get connect @.... Mobile

: +91 9326237009

Email

: dibasbiswas@gmail.com

Twitter : https://twitter.com/dibasbiswas LinkedIn : http://in.linkedin.com/pub/dibas-biswas/24/a6/60a Skype

: dibasbiswas

Facebook : https://www.facebook.com/dibas.biswas


Marketing innovations in rural India