Description
Indian rural market offers surplus of prospects in comparison to the urban sector. India by 2015-16 will be
a country of 267 million middle class people and thus providing a vast marketplace for firms targeting the
rural customers, as per the report published by National Council for Applied Economic Research's (NCAER) Centre. It is
projected that the market for Ultra Low Cost Car (ULCC) is anticipated to grow at a rate of approximately 25% during 20102020.
Apart from
the 4Ps, an additional dimension attracts our attention when concentrating on the rural market – the 4 As.
The
demand
can
be supplemented
only
by
creating
Awareness,
making
Availability,
offering
Affordability
and
getting Acceptability.
Indian consumer is
willing to buy anything
that makes life comfortable,
provided
it is affordable
and acceptable.
This
research
paper analyzes the marketing strategies adopted by three
Ns which are
successfully penetrating in rural areas
248 X INDIAN JOURNAL OF APPLIED RESEARCH
Volume : 4 | Issue : 3 | Mar 2014 | ISSN - 2249-555X
RESEARCH PAPER Management
Emerging Dimensions of Rural Marketing: Analysis of
Three Ns (Nirma, Nokia, Nano)
Dr. SARIKA SRIVASTAVA Mrs. ANUPAMA C DAVE
Gujarat Technological University, Ahmedabad (Gujarat)
Marwadi Education Foundation Group of Institutions,
Rajkot - Faculty of Management
KEYWORDS
Nano, Nirma, Nokia
ABSTRACT Indian rural market offers surplus of prospects in comparison to the urban sector. India by 2015-16 will be
a country of 267 million middle class people and thus providing a vast marketplace for ?rms targeting the
rural customers, as per the report published by National Council for Applied Economic Research's (NCAER) Centre. It is
projected that the market for Ultra Low Cost Car (ULCC) is anticipated to grow at a rate of approximately 25% during 2010-
2020. Apart from the 4Ps, an additional dimension attracts our attention when concentrating on the rural market – the 4 As.
The demand can be supplemented only by creating Awareness, making Availability, offering Affordability and getting Ac-
ceptability. Indian consumer is willing to buy anything that makes life comfortable, provided it is affordable and acceptable.
This research paper analyzes the marketing strategies adopted by three Ns which are successfully penetrating in rural areas.
Introduction:
Prime Minister Manmohan Singh’s vision for rural India stated
that India should have modern agrarian, industrial and ser-
vices economy co-existing side by side, villages must be well-
equipped. For accomplishment of this vision the following
changes must be brought in the rural areas – employment
opportunities must be generated, income must be increased,
infrastructural facilities must be improved, educational and
healthcare facilities must be offered. Rural households consti-
tute 72% of the total households which comprises of roughly
720 million customers. Government schemes like NREGS
have reduced rural underemployment and raised wages.
Factors like increase in procurement prices and loan waivers
have also contributed to a rise in rural demand. Television
facilities are available in small village’s as a result rural peo-
ple who have seen the urban lifestyle on television seem to
wish for similar goods and services. Considering changing
scenario in the rural area companies are trying to tap this
latent demand.
Objectives:
1. To identify the marketing strategies adopted by 3 Ns.
2. To perform the SWOT analysis of 3 Ns.
3. To summarize similarities & differences in the strategies
adopted by 3 Ns
NIRMA:
Nirma was introduced in India by Dr. Karsanbhai Patel in
1969. It has become amongst the successful brand in India.
Various strategies adopted by them to target their rural cus-
tomers are as under:
Product strategy: Nirma innovated a new product line for its
customers at affordable price. NIRMA was offered in an at-
tractive packing that too at affordable cost. Nirma followed a
‘low price, high volumes’ strategy. The target group of Nirma
was all Indian households and laundry stores. It positioned its
product as “Quality at very affordable price”.
Pricing strategy: Nirma adopted a strategy of developing
a base in the rural segment before approaching the big me-
tropolises. They focused on ensuring that their product was
affordable even to the lower income group of the society and
hence they launched Nirma at a meager price of Rs. 3 per
kilo.
Distribution network: They concentrated on widening Nir-
ma’s distribution network, by targeting small shops in the
remotest villages of Gujarat. Nirma was offering spectacular
margin to its distributors, they were as high as 50% in pre-
mium soaps and 140% in shampoos as a result of their low
manufacturing cost.
Promotion strategy: In 1970-80’s NIRMA did not have cost
in its initial budget for advertising hence in its initial years
word of mouth marketing and educating rural people about
the use of detergents served as advertisements for them.
During 80’s advertisement of Nirma was very famous with
punch line - Maan gaye, aapki paar ki nazar and Nirma Super
dono ko.
Exhibit 1 SWOT Analysis: NIRMA
Initiatives for rural India: Nirma University was established
by them which offered wide variety of academic courses in
different ?elds such as technology, management, diploma
studies and pharmaceutical science. Schools and colleges in
rural areas were setup.
NOKIA:
The Indian telecom sector adds an average 10 million sub-
scribers every month, of which rural areas account for over
?ve million. According to India Monthly Mobile Handsets
Market Review, leadership position was retained by Nokia
with 30% share in terms of sales, followed by Samsung at
second position. No entrant has been strong enough to pose
a threat to Nokia’s domineering position despite the compe-
tition from other players.
Nokia initially had no speci?c product range customized for
the Indian market. But once competitors emerged, Nokia
INDIAN JOURNAL OF APPLIED RESEARCH X 249
Volume : 4 | Issue : 3 | Mar 2014 | ISSN - 2249-555X
RESEARCH PAPER
had altered its strategy. Nokia adopted glocalisation strat-
egy to tap the rural sector.
Product strategy –‘Launch of “Made for India” phone’:
Nokia’s innovation began way back in 2000, when they
launched the Nokia 3210 which is the ?rst phone containing
Hindi menu. They also became the ?rst handset company to
launch SMS (Saral Mobile Sandesh) in Hindi. The launch of
Nokia 1100 popularly known as the “Made for India” phone,
a handset meant for the rural markets in late 2003 was major
milestone for Nokia. It displayed leadership through its India-
centric product innovation.
Pricing strategy: Nokia being a market leader aimed to em-
power its rural customers with services aimed at increasing
their socio-economic potential and offered a strong product
portfolio priced between Rs 1200 and Rs 5000. Handsets
such as 2690 and 2730 Classic were built with special focus
on design, features and solutions for rural customers.
Distribution network: Nokia in 1996 partnered with HCL to
distribute their mobile phones in the Indian market. “Rural
Van Project” was initiated by them in 2006 to increase their
reach in the rural areas. Nokia had around 300 vans during
May 2010 that roamed in rural India and helped customers
with their queries. Nokia offered support in nine Indian lan-
guages.
Promotion strategy: The communication strategies devel-
oped by Nokia were very signi?cant and related to the tar-
get segment. “Made for India” phone was publicized by a
“Made in India” advertisement that featured a truck driver
and his assistant; it was the fourth made in India advertise-
ment of Nokia as prior to this mostly international ad were
used by them.
Exhibit 2: SWOT Analysis: NOKIA
Initiatives for rural India: Nokia introduced range of services
called ‘Nokia Life Tools (Jeevan Saadhan)’ in the year 2009
with an aim of focus on Agriculture information and Educa-
tion services with Entertainment. Nokia announced Project
Ujjwal – a unique initiative to drive 100% household mobility
in 6 villages adopted by Nokia in Uttar Pradesh. The initiative
coupled with services such as Nokia Ovi Life Tools and Nokia
Ovi mail endorse Nokia’s vision of driving inclusive growth in
emerging markets in India.
TATA NANO
Until 2008, the Indian automotive industry was still growing
up. Nano was of the most ambitious car projects and most
awaited car when it was being launched by Tata Motors in
2008. India might be the world’s second-largest car market
behind China by 2020. ‘Nano’ is a stylist, small, economic
and the cheapest car worldwide.
Tata Motors achieved a growth of 81 per cent in terms of
units sold it sold 27,737 units in November 2011 as com-
pared to 15,340 units in November 2010. The basic reason
for such growth was recent launch of the new Nano model
with added features and focus on the rural market.
Product strategy: Consumers in rural India believed that
spending US $12,000 on a car is a sin they wanted a car
which was available at US $3,000. Tata Motors brought so-
lutions to the demands of these customers by launching
Tata Nano. They offered three variants in the Nano range:
Nano, Nano CX and Nano LX. Target segment of company
was lower income group with family, motorcycle owners and
?rst-time buyers of car. Tata Nano has positioned itself as the
world cheapest car, without compromising with the quality,
safety and environment.
Pricing strategy: Tata Motors launched Nano at a starting
price of 100,000 rupees despite rapidly rising material prices
as they positioned the vehicle as “the least expensive pro-
duction car in the world”
Distribution network: Tata Motors with an aim of making
car easily accessible to people sold Nano through Tata car
dealerships and conventional retail outlets such as Westside
and Croma. Both these retail outlets were owned by Tata
Group, Westside is a lifestyle retail brand while Croma is an
electronic megastore. Nano merchandise like baseball caps,
T-shirts and key chains are also available.
Promotion strategy: They used conventional media in an
unconventional manner. Initially there were no TV campaign,
only innovative use of print, radio and other media, particu-
larly the web was done by them. They have a dedicated team
working on promotional strategies adapted by them for dif-
ferent media vehicles such as Nano news in papers, Nano
appearing in the form of messages or ticker news on TV, on-
line Nano games, Nano breaks on radio, Nano chatrooms on
the Net, Nano conversation on Facebook, Orkut and blog
spaces and Nano pop-ups on major websites. Tata Motors
also shared promotion with its several PSU bank partners.
Exhibit 3: SWOT Analysis: NANO
Initiatives for rural India: Gram Vikas Kendra (GVK), a front-
end society of Tata Motors, Jamshedpur, promoting the rural
integrated development, has been taking initiatives in an ef-
fort to improve the living standards of villagers in the project
area. One such programme is lift irrigation to make water
available to farmers throughout the year. GVK has imple-
mented 36 lift irrigation projects so far in Jharkhand.
Summary of Similarities and Differences in Strategies
Adopted by 3Ns
Strategy Nirma Nokia Nano
Product
Understood
the needs of
rural customers –
Branded product
with attractive
packing at af-
fordable rates
“Made for In-
dia” phone’ –
First to launch
Hindi SMS
Car for com-
mon people
Price
Low-priced de-
tergent of good
quality
Affordable
pricing
The least
expensive
car in the
world
250 X INDIAN JOURNAL OF APPLIED RESEARCH
Volume : 4 | Issue : 3 | Mar 2014 | ISSN - 2249-555X
RESEARCH PAPER
Distribution
Initially targeted
small shops in
the remotest vil-
lages of Gujarat
paving way to a
strong distribu-
tion channel
today
Rural Van
project,
Having one
of the largest
distribution
network
Tata car
dealerships
across the
country,
through
conventional
retail outlets
like West-
side and
Croma
Promotion
Started Advertis-
ing in late 80’s
“Made in In-
dia” advertise-
ment relevant
to target
audiences
Cost-
effective and
innova-
tive use of
conventional
media
Slogans/
Tag lines
“Sabki Pasand
Nirma, Washing
Powder Nirma”
“Connecting
People”
“Khushiyon
ki chaabi”
Advertise-
ment
Common people
- mostly women
centric ads
Common peo-
ple- mostly
India-centric
ads
Common
people –
mostly fam-
ily centric
ads
Initiatives
for rural
India
Schools and
colleges in rural
areas
Nokia Life
Tools
‘Nano’
houses plan
for rural
market
Conclusion: From the above analysis following trends have
been observed in the marketing initiatives adopted by 3Ns
with relevance to 4As: To create Awareness: Being in touch
with rural customers through various initiatives, to make
Availability: Developing strong distribution network in rural
area and thereby increasing the reach of their products, for
offering Affordability: Attractive pricing strategies even af-
fordable by lower economic strata and to get Acceptability:
Understanding the needs of rural consumers and developing
the products accordingly. In the old days, the weakest people
in organizations held the reins of the rural marketing divisions
but today, things have changed and the most dynamic peo-
ple are handling this division.
REFERENCE
1.http://ibnlive.in.com/news/tatas-to-launch-nano-houses-for-rural-market/167840-3.htm | 2.http://pib.nic.in/newsite/erelease.
aspx?relid=79183 | 3.http://www.asianbrandstrategy.com/2009/08/rural-and-low-income-consumers-in-asia.asp | 4.http://www.businessweek.
com/globalbiz/content/mar2009/gb20090323_636187.htm | 5.http://www.cartradeindia.com/car-bike-news/auto-expo-2012-tata-nano-cng-coming-soon-115732.
html | 6.http://www.ciol.com/Technology/Mobi...f-India-mobile-mkt-with-30-pc-share/158133/0/ | 7.http://www.dnaindia.com/
lifestyle/report_hindi-is-going-places-literally_1591214 | 8.http://www.?nancialexpress.com/news/focus-on-distribution-in-rural-markets/166740/ | 9.http://www.
gkvharidwar.org/journals/gbr_7/Chapter_16.pdf | 10.http://www.hcl.in/partnerships.asp | 11.http://www.hindustantimes.com/News-Feed/Auto/Tata-Nano-world-s-
cheapest-car-struggles-to-gain-traction/Article1-790917.aspx Tata Nano, world's cheapest car, struggles to gain traction Mumbai, January 04, 2012 | 12.http://www.
nirma.co.in/detergents.htm | 13.http://www.nokia.com/NOKIA_COM_1/Microsites/Entry_Event/phones/Nokia_Life_Tools_datasheet.pdf | 14.http://www.srmuniv.
ac.in/downloads/marketing-plan-for-tata-nano.pdf | 15.http://www.tatanano.org/tata-nano/launch-of-tata-nano-diesel-pushed-back/ | 16.http://www.techgig.com/
knowledge/-Consumers-want-devices-that-keep-them-on-top-of-things--2980 |
doc_630456846.pdf
Indian rural market offers surplus of prospects in comparison to the urban sector. India by 2015-16 will be
a country of 267 million middle class people and thus providing a vast marketplace for firms targeting the
rural customers, as per the report published by National Council for Applied Economic Research's (NCAER) Centre. It is
projected that the market for Ultra Low Cost Car (ULCC) is anticipated to grow at a rate of approximately 25% during 20102020.
Apart from
the 4Ps, an additional dimension attracts our attention when concentrating on the rural market – the 4 As.
The
demand
can
be supplemented
only
by
creating
Awareness,
making
Availability,
offering
Affordability
and
getting Acceptability.
Indian consumer is
willing to buy anything
that makes life comfortable,
provided
it is affordable
and acceptable.
This
research
paper analyzes the marketing strategies adopted by three
Ns which are
successfully penetrating in rural areas
248 X INDIAN JOURNAL OF APPLIED RESEARCH
Volume : 4 | Issue : 3 | Mar 2014 | ISSN - 2249-555X
RESEARCH PAPER Management
Emerging Dimensions of Rural Marketing: Analysis of
Three Ns (Nirma, Nokia, Nano)
Dr. SARIKA SRIVASTAVA Mrs. ANUPAMA C DAVE
Gujarat Technological University, Ahmedabad (Gujarat)
Marwadi Education Foundation Group of Institutions,
Rajkot - Faculty of Management
KEYWORDS
Nano, Nirma, Nokia
ABSTRACT Indian rural market offers surplus of prospects in comparison to the urban sector. India by 2015-16 will be
a country of 267 million middle class people and thus providing a vast marketplace for ?rms targeting the
rural customers, as per the report published by National Council for Applied Economic Research's (NCAER) Centre. It is
projected that the market for Ultra Low Cost Car (ULCC) is anticipated to grow at a rate of approximately 25% during 2010-
2020. Apart from the 4Ps, an additional dimension attracts our attention when concentrating on the rural market – the 4 As.
The demand can be supplemented only by creating Awareness, making Availability, offering Affordability and getting Ac-
ceptability. Indian consumer is willing to buy anything that makes life comfortable, provided it is affordable and acceptable.
This research paper analyzes the marketing strategies adopted by three Ns which are successfully penetrating in rural areas.
Introduction:
Prime Minister Manmohan Singh’s vision for rural India stated
that India should have modern agrarian, industrial and ser-
vices economy co-existing side by side, villages must be well-
equipped. For accomplishment of this vision the following
changes must be brought in the rural areas – employment
opportunities must be generated, income must be increased,
infrastructural facilities must be improved, educational and
healthcare facilities must be offered. Rural households consti-
tute 72% of the total households which comprises of roughly
720 million customers. Government schemes like NREGS
have reduced rural underemployment and raised wages.
Factors like increase in procurement prices and loan waivers
have also contributed to a rise in rural demand. Television
facilities are available in small village’s as a result rural peo-
ple who have seen the urban lifestyle on television seem to
wish for similar goods and services. Considering changing
scenario in the rural area companies are trying to tap this
latent demand.
Objectives:
1. To identify the marketing strategies adopted by 3 Ns.
2. To perform the SWOT analysis of 3 Ns.
3. To summarize similarities & differences in the strategies
adopted by 3 Ns
NIRMA:
Nirma was introduced in India by Dr. Karsanbhai Patel in
1969. It has become amongst the successful brand in India.
Various strategies adopted by them to target their rural cus-
tomers are as under:
Product strategy: Nirma innovated a new product line for its
customers at affordable price. NIRMA was offered in an at-
tractive packing that too at affordable cost. Nirma followed a
‘low price, high volumes’ strategy. The target group of Nirma
was all Indian households and laundry stores. It positioned its
product as “Quality at very affordable price”.
Pricing strategy: Nirma adopted a strategy of developing
a base in the rural segment before approaching the big me-
tropolises. They focused on ensuring that their product was
affordable even to the lower income group of the society and
hence they launched Nirma at a meager price of Rs. 3 per
kilo.
Distribution network: They concentrated on widening Nir-
ma’s distribution network, by targeting small shops in the
remotest villages of Gujarat. Nirma was offering spectacular
margin to its distributors, they were as high as 50% in pre-
mium soaps and 140% in shampoos as a result of their low
manufacturing cost.
Promotion strategy: In 1970-80’s NIRMA did not have cost
in its initial budget for advertising hence in its initial years
word of mouth marketing and educating rural people about
the use of detergents served as advertisements for them.
During 80’s advertisement of Nirma was very famous with
punch line - Maan gaye, aapki paar ki nazar and Nirma Super
dono ko.
Exhibit 1 SWOT Analysis: NIRMA
Initiatives for rural India: Nirma University was established
by them which offered wide variety of academic courses in
different ?elds such as technology, management, diploma
studies and pharmaceutical science. Schools and colleges in
rural areas were setup.
NOKIA:
The Indian telecom sector adds an average 10 million sub-
scribers every month, of which rural areas account for over
?ve million. According to India Monthly Mobile Handsets
Market Review, leadership position was retained by Nokia
with 30% share in terms of sales, followed by Samsung at
second position. No entrant has been strong enough to pose
a threat to Nokia’s domineering position despite the compe-
tition from other players.
Nokia initially had no speci?c product range customized for
the Indian market. But once competitors emerged, Nokia
INDIAN JOURNAL OF APPLIED RESEARCH X 249
Volume : 4 | Issue : 3 | Mar 2014 | ISSN - 2249-555X
RESEARCH PAPER
had altered its strategy. Nokia adopted glocalisation strat-
egy to tap the rural sector.
Product strategy –‘Launch of “Made for India” phone’:
Nokia’s innovation began way back in 2000, when they
launched the Nokia 3210 which is the ?rst phone containing
Hindi menu. They also became the ?rst handset company to
launch SMS (Saral Mobile Sandesh) in Hindi. The launch of
Nokia 1100 popularly known as the “Made for India” phone,
a handset meant for the rural markets in late 2003 was major
milestone for Nokia. It displayed leadership through its India-
centric product innovation.
Pricing strategy: Nokia being a market leader aimed to em-
power its rural customers with services aimed at increasing
their socio-economic potential and offered a strong product
portfolio priced between Rs 1200 and Rs 5000. Handsets
such as 2690 and 2730 Classic were built with special focus
on design, features and solutions for rural customers.
Distribution network: Nokia in 1996 partnered with HCL to
distribute their mobile phones in the Indian market. “Rural
Van Project” was initiated by them in 2006 to increase their
reach in the rural areas. Nokia had around 300 vans during
May 2010 that roamed in rural India and helped customers
with their queries. Nokia offered support in nine Indian lan-
guages.
Promotion strategy: The communication strategies devel-
oped by Nokia were very signi?cant and related to the tar-
get segment. “Made for India” phone was publicized by a
“Made in India” advertisement that featured a truck driver
and his assistant; it was the fourth made in India advertise-
ment of Nokia as prior to this mostly international ad were
used by them.
Exhibit 2: SWOT Analysis: NOKIA
Initiatives for rural India: Nokia introduced range of services
called ‘Nokia Life Tools (Jeevan Saadhan)’ in the year 2009
with an aim of focus on Agriculture information and Educa-
tion services with Entertainment. Nokia announced Project
Ujjwal – a unique initiative to drive 100% household mobility
in 6 villages adopted by Nokia in Uttar Pradesh. The initiative
coupled with services such as Nokia Ovi Life Tools and Nokia
Ovi mail endorse Nokia’s vision of driving inclusive growth in
emerging markets in India.
TATA NANO
Until 2008, the Indian automotive industry was still growing
up. Nano was of the most ambitious car projects and most
awaited car when it was being launched by Tata Motors in
2008. India might be the world’s second-largest car market
behind China by 2020. ‘Nano’ is a stylist, small, economic
and the cheapest car worldwide.
Tata Motors achieved a growth of 81 per cent in terms of
units sold it sold 27,737 units in November 2011 as com-
pared to 15,340 units in November 2010. The basic reason
for such growth was recent launch of the new Nano model
with added features and focus on the rural market.
Product strategy: Consumers in rural India believed that
spending US $12,000 on a car is a sin they wanted a car
which was available at US $3,000. Tata Motors brought so-
lutions to the demands of these customers by launching
Tata Nano. They offered three variants in the Nano range:
Nano, Nano CX and Nano LX. Target segment of company
was lower income group with family, motorcycle owners and
?rst-time buyers of car. Tata Nano has positioned itself as the
world cheapest car, without compromising with the quality,
safety and environment.
Pricing strategy: Tata Motors launched Nano at a starting
price of 100,000 rupees despite rapidly rising material prices
as they positioned the vehicle as “the least expensive pro-
duction car in the world”
Distribution network: Tata Motors with an aim of making
car easily accessible to people sold Nano through Tata car
dealerships and conventional retail outlets such as Westside
and Croma. Both these retail outlets were owned by Tata
Group, Westside is a lifestyle retail brand while Croma is an
electronic megastore. Nano merchandise like baseball caps,
T-shirts and key chains are also available.
Promotion strategy: They used conventional media in an
unconventional manner. Initially there were no TV campaign,
only innovative use of print, radio and other media, particu-
larly the web was done by them. They have a dedicated team
working on promotional strategies adapted by them for dif-
ferent media vehicles such as Nano news in papers, Nano
appearing in the form of messages or ticker news on TV, on-
line Nano games, Nano breaks on radio, Nano chatrooms on
the Net, Nano conversation on Facebook, Orkut and blog
spaces and Nano pop-ups on major websites. Tata Motors
also shared promotion with its several PSU bank partners.
Exhibit 3: SWOT Analysis: NANO
Initiatives for rural India: Gram Vikas Kendra (GVK), a front-
end society of Tata Motors, Jamshedpur, promoting the rural
integrated development, has been taking initiatives in an ef-
fort to improve the living standards of villagers in the project
area. One such programme is lift irrigation to make water
available to farmers throughout the year. GVK has imple-
mented 36 lift irrigation projects so far in Jharkhand.
Summary of Similarities and Differences in Strategies
Adopted by 3Ns
Strategy Nirma Nokia Nano
Product
Understood
the needs of
rural customers –
Branded product
with attractive
packing at af-
fordable rates
“Made for In-
dia” phone’ –
First to launch
Hindi SMS
Car for com-
mon people
Price
Low-priced de-
tergent of good
quality
Affordable
pricing
The least
expensive
car in the
world
250 X INDIAN JOURNAL OF APPLIED RESEARCH
Volume : 4 | Issue : 3 | Mar 2014 | ISSN - 2249-555X
RESEARCH PAPER
Distribution
Initially targeted
small shops in
the remotest vil-
lages of Gujarat
paving way to a
strong distribu-
tion channel
today
Rural Van
project,
Having one
of the largest
distribution
network
Tata car
dealerships
across the
country,
through
conventional
retail outlets
like West-
side and
Croma
Promotion
Started Advertis-
ing in late 80’s
“Made in In-
dia” advertise-
ment relevant
to target
audiences
Cost-
effective and
innova-
tive use of
conventional
media
Slogans/
Tag lines
“Sabki Pasand
Nirma, Washing
Powder Nirma”
“Connecting
People”
“Khushiyon
ki chaabi”
Advertise-
ment
Common people
- mostly women
centric ads
Common peo-
ple- mostly
India-centric
ads
Common
people –
mostly fam-
ily centric
ads
Initiatives
for rural
India
Schools and
colleges in rural
areas
Nokia Life
Tools
‘Nano’
houses plan
for rural
market
Conclusion: From the above analysis following trends have
been observed in the marketing initiatives adopted by 3Ns
with relevance to 4As: To create Awareness: Being in touch
with rural customers through various initiatives, to make
Availability: Developing strong distribution network in rural
area and thereby increasing the reach of their products, for
offering Affordability: Attractive pricing strategies even af-
fordable by lower economic strata and to get Acceptability:
Understanding the needs of rural consumers and developing
the products accordingly. In the old days, the weakest people
in organizations held the reins of the rural marketing divisions
but today, things have changed and the most dynamic peo-
ple are handling this division.
REFERENCE
1.http://ibnlive.in.com/news/tatas-to-launch-nano-houses-for-rural-market/167840-3.htm | 2.http://pib.nic.in/newsite/erelease.
aspx?relid=79183 | 3.http://www.asianbrandstrategy.com/2009/08/rural-and-low-income-consumers-in-asia.asp | 4.http://www.businessweek.
com/globalbiz/content/mar2009/gb20090323_636187.htm | 5.http://www.cartradeindia.com/car-bike-news/auto-expo-2012-tata-nano-cng-coming-soon-115732.
html | 6.http://www.ciol.com/Technology/Mobi...f-India-mobile-mkt-with-30-pc-share/158133/0/ | 7.http://www.dnaindia.com/
lifestyle/report_hindi-is-going-places-literally_1591214 | 8.http://www.?nancialexpress.com/news/focus-on-distribution-in-rural-markets/166740/ | 9.http://www.
gkvharidwar.org/journals/gbr_7/Chapter_16.pdf | 10.http://www.hcl.in/partnerships.asp | 11.http://www.hindustantimes.com/News-Feed/Auto/Tata-Nano-world-s-
cheapest-car-struggles-to-gain-traction/Article1-790917.aspx Tata Nano, world's cheapest car, struggles to gain traction Mumbai, January 04, 2012 | 12.http://www.
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