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Essay text:
Today, rural marketing is the new buzzword and the focus of corporate entities is to get all the consumers at the base of the pyramid to buy their products”, said a top executive of cigarette to FMCG major, ITC Limited.
“The rural market is extremely fragmented and every individual that is being targeted in such a market has extremely limited purchasing power. For the big corporate entities, there is strong need to effectively communicate their brand proposition to the rural consumers as these corporates face a stiff competition from the unorganised retailers in the rural market who offer their products at cheaper rates”, he added...
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