INTB 2200 Lecture Notes - Shampoo, Marketing Strategy, Toothpaste

• School: University of Manitoba
• Department: International Business
• Course: INTB 2200
• Professor: Luming Wang

Document Summary

There is a wide gap between urban and rural segments in terms of purchasing power, literacy, and readership habits and media exposure. The purchasing power of the rural consumer has been increasing in the recent years with the rise in income levels due to agricultural prosperity. The trends in media penetration show that the penetration of print media (barring regional publications), radio, and cinema is on the decline in both urban and rural areas; the only media that is growing is television through satellite channels. Also gone are the days when advertisements could be conceived in english and then dubbed in regional languages. The regional language is becoming an important medium of communication for the booming rural market. Marketing companies had initially turned to rural india on a look out for newer markets. Clearly, the possibility of converting approximately 700 million innocents into voracious cadbury- homping, shampoo lathering consumers has galvanised the industry.