Description
rural marketing strategies followed by ITC to capture rural fmcg market.
RURAL MARKETING-ITC
ITC
? One
of India's foremost private sector companies with a market capitalisation of over US $14 billion and a turnover of US $3 billion presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Branded Apparel, Greeting Cards and other FMCG products.
? Diversified
WHAT MAKES RURAL INDIA ATTRACTIVE
? 833
million people ? FMCG: Rs. 65000 Crores ? Durables: Rs. 5000 Crores ? Agricultural inputs : Rs. 45,000 Crores ? 41 million Kisaan Credit Cards issued
MARKETING STRATEGIES TO CAPTURE RURAL INDIA
? By
communicating and changing quality perception ? By proper communication in Indian Language ? By understanding cultural and social values ? By promoting Indian Sports Teams ? By developing rural specific products ? By adopting localized way of distribution. ? By giving Indian words for brands
E-CHOUPAL
?
Initiative by ITC to link directly with rural farmers for procurement of agricultural/aquacult ure produce
?
Reach:
? ? ?
More than 40 lakh farmers In over 40,000 villages Through 6450 kiosks across 10 states
FEATURES OF E-CHOUPAL
? Each
E-choupal has a designated sanchalak
? Internet
access to enable farmers to negotiate sale of product and obtain information on mandi process, good farming practices and place orders for seeds, etc.
of middle-men reduced to Samyojaksresponsible of managing warehouse hub
? Role
STRATEGIES USED
? Re-Engineer,
Not Reconstruct- Reassign inefficient people to better tasks the whole, not the part-Provide full spectrum of farmer needs solution-Delivery of real-time information
? Address
? IT-driven
BENEFITS OF E-CHOUPAL
? Give
farmers more control
? Increase
in efficiencies and potential for improving crop quality locations of farmers are no longer a hindrance transactions
? Geographic
? Transparent
CHOUPAL FRESH
?
?
?
?
Fresh food wholesale and retail initiative Leverages backward linkage with farmer and supply chain efficiency Focus on stocking fresh horticulture produce directly from farmers Currently in Hyderabad
CHOUPAL PRADARSHAN KHET
?
?
?
?
?
Started in 2005-2006 Demonstration plots to help farmers enhance productivity Wide crop portfolio covered Promoting Best Agricultural Practices Covered over 70,000 hectares, 1.6 mio farmers
CHOUPAL SAGAR
?
Is both a physical infrastructure hub as well as a retail market
Brings a range of products comparable to urban levels of choice Also incorporates farmer facilitation centres with services such as sourcing, training, soil testing, health clinic, cafeteria, banking, investment services, fuel station etc. 24 'Choupal Sagars' have commenced operations in the states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
Rural Hypermarket
?
?
?
THANK YOU
doc_538294524.pptx
rural marketing strategies followed by ITC to capture rural fmcg market.
RURAL MARKETING-ITC
ITC
? One
of India's foremost private sector companies with a market capitalisation of over US $14 billion and a turnover of US $3 billion presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Branded Apparel, Greeting Cards and other FMCG products.
? Diversified
WHAT MAKES RURAL INDIA ATTRACTIVE
? 833
million people ? FMCG: Rs. 65000 Crores ? Durables: Rs. 5000 Crores ? Agricultural inputs : Rs. 45,000 Crores ? 41 million Kisaan Credit Cards issued
MARKETING STRATEGIES TO CAPTURE RURAL INDIA
? By
communicating and changing quality perception ? By proper communication in Indian Language ? By understanding cultural and social values ? By promoting Indian Sports Teams ? By developing rural specific products ? By adopting localized way of distribution. ? By giving Indian words for brands
E-CHOUPAL
?
Initiative by ITC to link directly with rural farmers for procurement of agricultural/aquacult ure produce
?
Reach:
? ? ?
More than 40 lakh farmers In over 40,000 villages Through 6450 kiosks across 10 states
FEATURES OF E-CHOUPAL
? Each
E-choupal has a designated sanchalak
? Internet
access to enable farmers to negotiate sale of product and obtain information on mandi process, good farming practices and place orders for seeds, etc.
of middle-men reduced to Samyojaksresponsible of managing warehouse hub
? Role
STRATEGIES USED
? Re-Engineer,
Not Reconstruct- Reassign inefficient people to better tasks the whole, not the part-Provide full spectrum of farmer needs solution-Delivery of real-time information
? Address
? IT-driven
BENEFITS OF E-CHOUPAL
? Give
farmers more control
? Increase
in efficiencies and potential for improving crop quality locations of farmers are no longer a hindrance transactions
? Geographic
? Transparent
CHOUPAL FRESH
?
?
?
?
Fresh food wholesale and retail initiative Leverages backward linkage with farmer and supply chain efficiency Focus on stocking fresh horticulture produce directly from farmers Currently in Hyderabad
CHOUPAL PRADARSHAN KHET
?
?
?
?
?
Started in 2005-2006 Demonstration plots to help farmers enhance productivity Wide crop portfolio covered Promoting Best Agricultural Practices Covered over 70,000 hectares, 1.6 mio farmers
CHOUPAL SAGAR
?
Is both a physical infrastructure hub as well as a retail market
Brings a range of products comparable to urban levels of choice Also incorporates farmer facilitation centres with services such as sourcing, training, soil testing, health clinic, cafeteria, banking, investment services, fuel station etc. 24 'Choupal Sagars' have commenced operations in the states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
Rural Hypermarket
?
?
?
THANK YOU
doc_538294524.pptx