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    Rural Marketing Asssign

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    TheLuckyOne
    1) ITC's e-choupal initiative has expanded to cover over 1,300 choupals across 7,500 villages, serving almost 1 million farmers across 10 Indian states. 2) Current activities undertaken by e-choupals include procurement of agricultural commodities directly from farmers as well as providing access to FMCG products, financial services, and information. 3) E-choupals are run by local operators called sanchalaks, who are elected by farmers. Sanchalaks facilitate access to the e-choupal computer for illiterate farmers and earn service fees for transactions conducted.

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    Rural Marketing Asssign

    Uploaded by

    TheLuckyOne
    36 views4 pages
    1) ITC's e-choupal initiative has expanded to cover over 1,300 choupals across 7,500 villages, serving almost 1 million farmers across 10 Indian states. 2) Current activities undertaken by e-choupals include procurement of agricultural commodities directly from farmers as well as providing access to FMCG products, financial services, and information. 3) E-choupals are run by local operators called sanchalaks, who are elected by farmers. Sanchalaks facilitate access to the e-choupal computer for illiterate farmers and earn service fees for transactions conducted.

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    1) ITC's e-choupal initiative has expanded to cover over 1,300 choupals across 7,500 villages, serving almost 1 million farmers across 10 Indian states. 2) Current activities undertaken by e-choupals include procurement of agricultural commodities directly from farmers as well as providing access to FMCG products, financial services, and information. 3) E-choupals are run by local operators called sanchalaks, who are elected by farmers. Sanchalaks facilitate access to the e-choupal computer for illiterate farmers and earn service fees for transactions conducted.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    36 views4 pages

    Rural Marketing Asssign

    Uploaded by

    TheLuckyOne
    1) ITC's e-choupal initiative has expanded to cover over 1,300 choupals across 7,500 villages, serving almost 1 million farmers across 10 Indian states. 2) Current activities undertaken by e-choupals include procurement of agricultural commodities directly from farmers as well as providing access to FMCG products, financial services, and information. 3) E-choupals are run by local operators called sanchalaks, who are elected by farmers. Sanchalaks facilitate access to the e-choupal computer for illiterate farmers and earn service fees for transactions conducted.

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    of 4

    ASSIGNMENT

    2011

    Subject:

    Rural Marketing

    Submitted to:

    Gunjan A. Rana
    Rai business school

    New Delhi
    Submitted By:

    SHRUTI KAUR
    (MBA, SEM-3)
    Q1) what specific recommendations would you have for a marketer of
    cellular/home services, seeking to promote his services in the rural market?

    Ans 1) Rural markets are an important and growing market for most products and
    services including telecom. The characteristics of the market in terms of low and
    spread out population and limited purchasing power make it a difficult market to
    capture. The Bottom of the pyramid marketing strategies and the 4 A's model of
    Availability, Affordability, Acceptability and Awareness provide us with a means
    of developing appropriate strategies to tackle the marketing issues for marketing
    telecom services in rural areas.

    As a marketier the recommendation provided by me in order to promote the services in


    the rural market are as follows

    1: Radio, is an easy mean for creating awareness in the people

    2: wall painting, as these means is easy eye catching which tends the attraction of the
    people.

    3: On public transport, advertisement can be done as most of the villagers use public
    transportation for there travelling

    4: Word to mouth, is a very powerful means for promoting a product

    5: Nukkad natak (Dancing /singing or magic show) as it is entertaining more people are
    attracted toward it leaves a great impact on the mind of the consumers

    6: Print media (banners/posters),it should be stick on more crowed areas so that more
    and more people can notice the advertisement

    7: Focusing on special schemes & tariffs. The plans should be like that as it is more
    beneficial for the people
    Q2) Collect detailed information on the ITC experiment of e-choupal.Writa a note
    on

     The present coverage of e-choupal

     The current activities being undertaken by e-choupal

     What is the role of e-choupal sanchalak

    Ans2) In Hindi choupal is a village gathering place. The e-choupal initiative—whereby a


    choupal is equipped with a computer and Internet connectivity—is the brainchild of a
    large Agricultural processing company in India, the Indian Tobacco Company (ITC). The
    initiative was conceived to tackle the challenges posed by certain features of Indian

    Agriculture, such as fragmented farms, a weak infrastructure, and the involvement of


    Numerous intermediaries. Although the primary objective of the project was to bring
    Efficiency to ITC’s procurement process, an important byproduct is the increased
    Empowerment of rural farmers where e-choupals have been established.
     The present coverage of e chopal;

    The project has come a long way since its inception, and is today recognized as India’s
    largest Internet-based initiative, covering 1,300 choupals, linking 7,500 villages, and serving
    almost 1 million farmers. Madhya Pradesh is host to 1,045 e-choupals, spread over 6,000
    villages covering 600,000 farmers. E-choupal has also established its presence in other
    states, such as Uttar Pradesh, Andhra Pradesh, and Karnataka. ITC, which exports US$140
    million worth of agricultural commodities, sourced US$15 million worth of commodities
    from e-choupals. Today this initiative of ITC has empowered the lives of people living in 10
    states where 40,000 villages have 6,500 e-choupals & around 4 million farmers have been
    empowered. The initiative taken up by ITC to help the degrading reputation of a farmer has
    surely made a huge difference to not only large but also medium & small scale farmers.

     The current activities being undertaken by e-choupal

    ITC is transforming the way farmers do business & the way rural market works by
    progressively linking the digital infrastructure to a physical network of rural business hubs &
    agro extension services. Company’s strategic intend is to develop e-choupals a significant 2
    way multidimensional delivery channel, effectively carrying goods or services out of & in to
    rural areas. The e-choupal model has been specifically designed to tackle the challenges
    posed by the unique features of Indian agriculture, characterized by fragmented farms,
    weak infrastructure & the involvement of numerous intermediaries, among others.The
    network of 6,500 e-choupal centers spread across 40,000 villages has emerged as the
    gateway of an expanding spectrum of commodities leaving farms – wheat, rice, pulses,
    soya, maize, spices, coffee & aqua-products. The reverse flow carries FMCG, durables,
    automotive & banking services back to villages.

     What is the role of e-choupal sanchalak

    E-choupals are operated by a sanchalak (operator), a literate person who is elected among
    the farmers of the village. He acts as an interface between the computer and the illiterate
    farmers, and retrieves information on their behalf. The sanchalak pays for day-to-day
    operational costs, such as electricity and Internet charges. . Each installation serves an
    average of 600 farmers in the surrounding 10 villages within about a 5 km radius. The
    sanchalak bears some operating cost but in return earns a service fee for the e-transactions
    done through his e-choupal.

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