Conceptual Framework for designing a Rural Distribution Model for FMCG products in India: A Situational Guide
Published: 2012
Author(s) Name: Dev Narayan Sarkar, Gagan Pareek
Locked
Subscribed
Available for All
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.
View PDF