The Hindu Business Line
Though consumer demand in rural India is at its nadir right now, on the back of the cash crunch demonetization has brought, MART's rural summit last week in the capital threw up some interesting concepts in rural marketing. Promoting the concept of four Ps, instead of the usual three, marketing guru Pradeep Kashyap introduced audiences to 'People, Private, Public and Partnership' (PPPP). He felt the earlier concept was limited as it left out the consumer, who is most important.
Arguing for people to be at the centre of any rural initiative as co-owners, he said the PPPP model would be successful if it brings benefits to every partner. “The partnership needs to define roles, responsibilities, resources and risks,” he said.
The summit saw presentations that described interesting PPPPs, including the ITC e-choupal initiative targeted at farmers and the 'Eye Mitra' model extended by Essilor, which has engaged with rural populations in 40,000 villages across 60 districts. Yes Bank, GE Healthcare and Hero Motorcorp were among the others that discussed rural marketing and penetration at the meet.