IMS Manthan (The Journal of Mgt., Comp. Science & Journalism)

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Conceptual Framework for designing a Rural Distribution Model for FMCG products in India: A Situational Guide


Affiliations
1 Bengal Institute of Business Studies, West Bengal, India
2 Heritage Institute of Technology, West Bengal, India
     

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This paper reviews the challenges faced by FMCG companies in India in Rural Distribution and provides a concrete conceptual framework for rural distribution in India. Literature available on rural distribution models is sparse and this paper aims to advance that body of knowledge from a practitioner's point of view since the first author is also a practicing General Manager for Sales in a prominent multinational FMCG. Rural markets are very important for FMCG companies today owing to the increasing development of consumerism in the bottom of the pyramid. Rural markets are characterized by the 4 challenges (4A's) of rural marketing which correspond to the 4P's of marketing. This paper deals with the rural marketing challenge of Availability with special focus on a major rural marketing FMCG. The challenge of Availability corresponds to the fourth P of "Place". Qualitative as well as quantitative techniques have been used in building the framework.

Keywords

Rural Marketing, Rural Market, Rural Channel Development, Conceptual Framework for Rural Distribution
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  • S.W. Bhave, & A. Markale, “Definitional Issues of Rural & Rural Marketing Environment”, Conference on Marketing to Rural Consumers, Indian Institute of Management, Kozhikode, 3rd, 4th, 5th April, 2008.

  • Census of India, 2010-11, Office of The Registrar General & Census Commissioner, India, New Delhi.

  • M. Jha, “Rural Marketing: Some Conceptual Issues”, Economic & Political Weekly, Vol. 23, No. 9, Feb. 27, 1988.

  • Kashyap, P. and Raut, S., The Rural Marketing Book, 1E, Dreamtech Press, New Delhi, 2005.


Abstract Views: 259

PDF Views: 2




  • Conceptual Framework for designing a Rural Distribution Model for FMCG products in India: A Situational Guide

Abstract Views: 259  |  PDF Views: 2

Authors

Dev Narayan Sarkar
Bengal Institute of Business Studies, West Bengal, India
Gagan Pareek
Heritage Institute of Technology, West Bengal, India

Abstract


This paper reviews the challenges faced by FMCG companies in India in Rural Distribution and provides a concrete conceptual framework for rural distribution in India. Literature available on rural distribution models is sparse and this paper aims to advance that body of knowledge from a practitioner's point of view since the first author is also a practicing General Manager for Sales in a prominent multinational FMCG. Rural markets are very important for FMCG companies today owing to the increasing development of consumerism in the bottom of the pyramid. Rural markets are characterized by the 4 challenges (4A's) of rural marketing which correspond to the 4P's of marketing. This paper deals with the rural marketing challenge of Availability with special focus on a major rural marketing FMCG. The challenge of Availability corresponds to the fourth P of "Place". Qualitative as well as quantitative techniques have been used in building the framework.

Keywords


Rural Marketing, Rural Market, Rural Channel Development, Conceptual Framework for Rural Distribution

References