|





 
 
 
 
‡ Rural India : A brief ‡
Profile.
‡ Parle G : A brief Intro
 O O


O 
O
 
‡ Approximately 75% of India¶s population lives in 6,38,365 villages
spread over 32 lakh square kilometers.
‡ As per the census (2001) rural segments comprises 13.5 crore
household which constitute 72% of total households in India.
‡ Rural market is not homogenous across the country .
‡ With economic development of rural areas , disposable income of
rural people has gone up.
‡ Today , the rural market share as follows: 50 per cent of total FMCG,
38 per cent of two-wheelers, 55 per cent of LIC policies, 70 per cent
of toilet soaps, 50 per cent of TV, fans, bicycles, tea and wrist
watches.
‡ Rural Market Penetration of Biscuit Industry : 50% to 65%
 
O  
‡ Flagship brand of Parle Products Pvt. Ltd
‡ Parle G, retains, almost half the market share for biscuits in India.
‡ The brand recently achieved the distinction of being the highest
selling Glucose biscuit in the world.
‡ Parle G, enjoys a 69% share in the glucose biscuit market, selling 2.7
million tones a year.
‡ The brand continues to grow in spite of the launch of various me too
products with better packaging like Tiger from Britannia & Sun feast
from ITC.
‡ Parle-G target market is from 2 years to 80 years
‡ They don¶t ask for biscuits, but just ask for ³PARLE´.
‡ Be it a big city or a remote village of India, the Parle name symbolizes
quality, health and great taste !!!
 




 


°


 
  O  




> India's 627,000 villages are spread over 3.2 million sq km; 700
million Indians live in rural areas, finding them is not easy.
> Lack of Proper Physical Communication Facilities
> To serve remote village, stockists use autorickshaws, bullock-carts
and even boats
> Hub and Spoke distribution model
> To ensure full loads, the company depot supplies, twice a week,
and the large distributors act as hubs. These distributors supply,
once a week and the smaller distributors supply the adjoining
areas.

‡

O O O
 




O
 
> With low disposable incomes, products need to be affordable to the
rural consumer, most of whom are on daily wages

Ö
 
 
> jeed for customized product
> Different way of thinking
> The key dilemma for Multinational companies eager to tap the large
and fast-growing rural market is whether they can do so without
hurting the company's profit margins
]

O  
> The Reach of message and the available means of reaching messages
to these markets.
Increased penetration of electronic
media
 
O
‡ Companies are finding Rural Markets increasingly attractive.
‡ Rural population is gradually getting urbanized and has a great
potential and improving purchasing power.
‡  ]
 has to be effectively adopted in order to capture the
untapped potential of the rural consumers.
>Acceptability
>Affordability
>Availability
>Awareness
‡ Continuous customization seems a sure shot approach to provide both
short and long-term returns in the rural markets.
‡ "To be successful in the rural market, - there is no unity in diversity,
but act local while thinking global."
  !"##
°




!
V
 
 V
 

    

 Ú

  



    
 
 
    
    
  

 
 
  
   

  
    Ú