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  • Icar Naarm

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    Srinivas Bhattacharya
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    This document discusses marketing and opportunities in rural India. It makes the following key points: 1) Agriculture accounts for 25% of India's GDP and 65% of employment, but value creation across the agricultural supply chain is a key challenge. Rural India represents a huge opportunity for growth given it accounts for around 69% of Indians and over 50% of FMCG sales. 2) However, rural India also faces significant challenges like being highly dispersed, having small and lumpy incomes, and lacking infrastructure like connectivity and electricity. Government initiatives and large corporations are working to address these challenges and tap into rural opportunities. 3) Market research is important for properly understanding and serving rural consumers profitably. Both quantitative and qualitative

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    Agriculture marketing insights

    Original Title

    ICAR-NAARM

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    This document discusses marketing and opportunities in rural India. It makes the following key points: 1) Agriculture accounts for 25% of India's GDP and 65% of employment, but value creation across the agricultural supply chain is a key challenge. Rural India represents a huge opportunity for growth given it accounts for around 69% of Indians and over 50% of FMCG sales. 2) However, rural India also faces significant challenges like being highly dispersed, having small and lumpy incomes, and lacking infrastructure like connectivity and electricity. Government initiatives and large corporations are working to address these challenges and tap into rural opportunities. 3) Market research is important for properly understanding and serving rural consumers profitably. Both quantitative and qualitative

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    17 views12 pages

    Icar Naarm

    Uploaded by

    Srinivas Bhattacharya
    This document discusses marketing and opportunities in rural India. It makes the following key points: 1) Agriculture accounts for 25% of India's GDP and 65% of employment, but value creation across the agricultural supply chain is a key challenge. Rural India represents a huge opportunity for growth given it accounts for around 69% of Indians and over 50% of FMCG sales. 2) However, rural India also faces significant challenges like being highly dispersed, having small and lumpy incomes, and lacking infrastructure like connectivity and electricity. Government initiatives and large corporations are working to address these challenges and tap into rural opportunities. 3) Market research is important for properly understanding and serving rural consumers profitably. Both quantitative and qualitative

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 12

    Let’s start the dialogue….

    Agri & Rural Marketing:


    A Corporate Perspective
    We are an Agrarian Society…
    • Agriculture ~ 25% of GDP
    • 65% of Employment
    • Rich heritage of farming, wide variety of crops
    • Tea to Tobacco, Coffee to Silk, Dairy, Poultry,
    Spices
    • But, value creation across the chain – key
    challenge
    • Limitless possibilities!
    What is Marketing?
    • Adding value across the Value Chain
    • Strategy
    • Consumer / Customer centricity
    • But with focus on profit
    Rural…An ocean of Opportunity
    • ~ 69% of Indians…
    • More than 50% of FMCG business – from
    Rural
    • Significant proportion of Cons. Durables
    • Big headroom for growth ….
    – Penetration
    – Consumption increase
    But, Challenges Galore!
    • Hugely dispersed and diverse
    • 6 lacs villages… challenge of access
    • Small, lumpy income
    • Infrastructure challenges: Connectivity,
    Electricity, Internet
    • But, Rural India on move – for sure…
    GoI Initiatives…
    – Commodity Boards viz.
    Tea/Coffee/Tobacco/Silk/Wine etc.
    – APEDA
    – Corporates in Agri-business, viz.
    • Fertilisers
    • Farm Equipments
    • Food Processing
    • Logistics
    • Solar
    • Etc. etc.
    Fortune…
    • Rural is not an unified mass!
    • The Rural Rich ~ 5-10% have similar
    aspirations to Urban rich
    • Large no. of rural HHs moving up the income
    pyramid…MNREGA etc.
    • Bottom of Pyramid: how to serve them
    profitably?
    Using Market Research as
    Strategic Advantage
    • Assessing the opportunity and size of the prize

    • Finding ways to serve needs of consumers

    • Profitably!
    Key MR Interventions
    Sizing Motivations/ Barriers
    • Industry bodies • Ask
    • Retail Audits • But Observe more
    • HH Consumption • Connect the Dots
    Panels • Analytics
    • Usage and Attitude
    Studies
    • Concept Tests
    The MR/Insights Eco-system
    • All Large Research Companies have Rural
    Research Capabilities
    • Boutique, specialist Rural Outfits viz. MART
    etc.
    • But still capabilities, Norms remain a big
    challenge
    Key MR Interventions
    Quantitative Qualitative
    • Sizing • Not nos. but deeper
    • Large sample size understanding
    • Scientific sampling • Focus on ‘whys’
    • Hard data – rather than ‘what’
    Advanced Statistics • Connect the Dots
    Deep into mind and hearts of Rural
    Consumers
    • Need to remove our urban hats, being non
    judgmental!
    • Ethnography – a powerful tool
    • Influencers play a big role

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