ITC`s Quest for the Rural Indian FMCG Market
| Case Code: MKTG467 Case Length: 8 Pages Period: 2022-23 Pub Date: 2024 Teaching Note: Available |
Price: Rs.300 Organization : ITC Ltx. Industry : FMCG Countries : India Themes: Rural Markets Marketing Mix, Listing,delisting |
Abstract
Case Intro 1
Case Intro 2
Excerpts
Abstract
Indian conglomerate ITC, which had diversified into FMCG and other businesses from its core Tobacco business, made a mark on the Indian FMCG business in a short span of time. While the major FMCG companies vided for a share in the urban and semi-urban markets, it was the rural Indian market, that was experiencing higher growth. This made many global and Indian FMCG companies operating in the market come up with strategies to cater to the rural Indian market. ITC too had come up with its own strategies to penetrate the rural markets. It tweaked its products for the markets, and also revamped distribution, to ensure that products reached the rural consumers fast and in good condition. As it looks at expanding further into rural markets, Sanjiv Puri needed to decide on the strategies for the rural markets.
Issues
The case is structured to achieve the following teaching objectives:
- Understand the opportunities and challenges of the Indian FMCG markets
- Analyze the nature and characteristics of the Indian rural markets
- Design marketing strategies for FMCG products in rural markets
- Explore 4As of Rural Marketing
Contents
Introduction
About ITC
The Rural Market
ITC’S Strategies
Products and Price Points
Reaching Rural India
Digital Tools to Reach Rural Customers
Looking Ahead
Exhibits
Keywords
ITC; Indian Rural Market; FMCG; distribution; rural distribution; 4 A s of rural marketing; marketing mix; rural marketing mix
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