000			03190nas a2200397 a 4500
005			20260817173233.0
008			090122s2007 th uu|m rtt 0| a1eng d
035			_a.b12046310
099		9	_aAIT RSPR no.SM-07-40
100	1		_aDhir, Pallavi
245	1	0	_aCommunication strategies of FMCG companies in rural areas of developing countries : _ba case study of India
260			_aPathum Thani, Thailand : _bAsian Institute of Technology, _c2007
300			_a70 leaves : _bill.
490	1		_aResearch studies project report ; _vno. SM-07-40
500			_aA research study submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration in International Business
502			_aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007
520			_aUrban 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	_aMarkets _xSocial aspects _zIndia
700	1		_aZee, Rian Beise, _eChairperson
700	1		_aDimmitt, Nicholas J., _eExamination Committee
700	1		_aZimmerman, Willi, _eExamination committee
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-07-40
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B10253
907			_a.b12046310 _bmnait _cu
902			_a240401
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