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IIM C-Consulting Knights
IIM C-Consulting Knights
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The challenge for the participants is to scope the impact of rural marketing for a company, devise the implementation strategy, measure the impact and project the benefits. Here is what you need to do: Choose any industry in India Choose a company in the industry Draft a strategy for the company on how they can use Rural Marketing to redefine their competitive advantage Project the benefits of adopting Rural Marketing
Case background
The concept of Rural Marketing in India Economy has always played an influential role in the lives of people
Understanding Rural Marketing
The rural market in Indian economy generates almost more than half of the country's income. Rural marketing in Indian economy can be classified under two broad categories. These are: The market for consumer goods that comprise of both durable and non-durable goods The market for agricultural inputs that include fertilizers, pesticides, seeds etc Though the concept of Rural Marketing is often associated with agricultural marketing, Rural Marketing is defined as any marketing activity in which one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. To be precise, Rural Marketing in India Economy covers two broad sections, namely: Selling of agricultural items in the urban areas Selling of manufactured products in the rural regions
There has been significant increase in the business confidence in rural markets on the back of multifold increase in rural purchasing power
8%
11%
In the case of the telecom sector, subscriber base in the semiurban and rural markets (Circle C geographies) has grown at a phenomenal 98 percent over the last five years in comparison to other circles representing metros
1.70%
14.80% 18.50%
Urban 2009-10
Today, businesses are confident about the opportunities that rural India has to offer and plan to strengthen their presence in semi urban and rural areas over the medium to long term
Increasing business confidence in Rural Markets
More than half of Accentures survey respondents foresee 20 to 50 percent of their revenues coming from the rural market over the next three years. And, more than 65 percent of the organizations
Tapping into new consumer markets
54
42
21
23
8 6
Match competitors strategy Invested in rural markets for more than 5 years Investments in the last 3 to 5 years Investments in the last 1 to 3 years Plan to invest witihn the next 3 years 23% Getting access to cheap labour pool
38
31
23
26
36
29
20
6 9
22%
Fulfill corporate commitment 21% Saturation in urban markets 22%
28 36
41
15
62
29
18
17
No plans to invest
12%
27
41
21
2 9
Not Relevant 6
There are distinctive capabilities that aid companies to achieve high performance in rural markets
Key imperatives for profitable and sustainable growth in rural markets (% of respondents)
49
39
9 3
0
Product localisation and innovation
46
26
13
6 9
Pricing
39
38
18
2
Customer Services
38
30
26
4 2
Collaborative services
35
36
23
5 1
Very Important
Not important
Deliverables required
Participants are required to do the following Choose any particular industry in India which can use Rural Marketing effectively Choose a company in the industry Draft a strategy for the company on how they can use Rural Marketing to redefine their competitive advantage. The strategy can include applications to Marketing, Supply Chain, Sales and Distribution, Business development etc.
Stage 1 Deliverables (5 slide presentation) Tentative date: 23rd December 2011 Choice of industry with rationale Company definition For whom the strategy would be defined Executive summary of Opportunity assessment Go to Market/ Implementation Approach methodology Expected final output
Go To Market/Implementation Plan
Identification of key success factors Potential Benefit to the company Risk assessment in current plan Other supporting industry analyses to support the recommendation (as relevant)
Please ensure that you undertake the necessary primary and secondary research effort needed to support your ideas.
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