AI SearchCommunication strategies of FMCG companies in rural areas of developing countries : (Record no. 19259)
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| fixed length control field | 03190nas a2200397 a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260817173233.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 090122s2007 th uu|m rtt 0| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b12046310 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-07-40 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Dhir, Pallavi |
| 245 10 - TITLE STATEMENT | |
| Title | Communication strategies of FMCG companies in rural areas of developing countries : |
| Remainder of title | a case study of India |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Pathum Thani, Thailand : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2007 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 70 leaves : |
| Other physical details | ill. |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-07-40 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration in International Business |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Urban markets are becoming saturated and to look for growth FMCG companies are looking at the rural or low-income consumers to help generate volumes. When talking of rural markets, most the marketers refer to low-income consumers living in the urban as well as rural areas. Marketing and selling products to these markets requires a thorough understanding of the consumer needs specific to their settings. This paper takes a look at several companies operating in India that have benefited from entering the rural markets. The research goes beyond Prahalad's bottom of the pyramid, where he stresses on poverty in the developing countries and the need for adapted products. Rural markets though are defined by more than just the level of income, as not all rural consumers are poor. When we look at the Indian FMCG market or the developing countries in general, we can observe that local solutions are being created. But, brands alone cannot sustain, a strong communication strategy is required to help establish the brand in the minds of the consumer. Firms need to think globally, but act locally. Companies that benefit are those that look for long-term involvement in these markets, as results may not always be immediate. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Markets |
| General subdivision | Social aspects |
| Geographic subdivision | India |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Zee, Rian Beise, |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Dimmitt, Nicholas J., |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Zimmerman, Willi, |
| Relator term | Examination committee |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-07-40 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B10253">http://203.159.5.9/ait-thesis/detail.php?q=B10253</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b12046310 |
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| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) | |
| a | 240401 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 090122 |
| First date, FD (RLIN) | m |
| -- | a |
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| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 20-AIT Publication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 40-Archives |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120662688 |
| CREATED | CREATED : 2007-08-25 |
| RECORD Id | RECORD # : i12590770 |
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| Barcode | Barcode : 30050120662647 |
| CREATED | CREATED : 2007-08-25 |
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| Barcode | Barcode : 30050120361117 |
| CREATED | CREATED : 2016-03-06 |
| RECORD Id | RECORD # : i13014596 |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-07-40 | 30050120662688 | 17/08/2026 | 1 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-07-40 | 30050120662647 | 17/08/2026 | 2 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-07-40 | 30050120361117 | 17/08/2026 | 17/08/2026 | 40-Archives |