Impact of Rural Marketing Strategies on Branded FMCG's:A Case Study in Ahmednagar District

The bottom of the pyramid will continue to grow and emerge as a huge potential market for manufactured goods and services in an unprecedented manner in the years to come. This trend would provide a perennial population dividend for Fast Moving Consumer Goods companies. According to a report by Nielsen, the Indian rural market is tipped to grow more than tenfold to USD 100 Billion by 2025, presenting a huge opportunity for Fast Moving Consumer Goods brands. The Fast Moving Consumer Goods giants in India like Hindustan Uni Lever, ITC, Britannia, Nestle, Procter and Gamble etc. have already proven their sales performance in rural markets and continue to extend their sales. The Fast Moving Consumer Goods companies over the years have developed and implemented rural marketing strategies to overcome the challenges in rural markets. The major challenges in rural markets are Awareness, Affordability, Availability and Acceptability of their brands. The Fast Moving Consumer Goods companies need to target and gain their profitability through customized marketing strategies to meet these challenges as well as consider the factors that motivate rural consumers to buy Branded Fast Moving Consumer Goods and their purchase decision on Branded Fast Moving Consumer Goods. The Fast Moving Consumer Goods companies need to measure also the effectiveness of rural marketing strategies for reengineering existing strategies. This paper focuses on to measure the effectiveness of existing rural marketing strategies of Branded Fast Moving Consumer Goods companies in Ahmednagar District.