IndiaRetailBiz

“Inclusive marketing looks at poor as both the producer and consumer.”– Pradeep Kashyap, CEO, MART.

“Inclusive Marketing is characterized by development at all levels of the society and is important for the uniform growth,” — Rama Bijapurkar, a well-known author and marketing expert.

“Inclusive marketing will be required to develop a vision ensuring a better tomorrow for the common man through capacity building,” added Bijapurkar.

Bijapurkar was speaking at ‘Inclusive Marketing: Innovative strategies for the Development of the masses’ an Indian Marketing Summit, jointly organised by Birla Institute of Management and Technology (BIMTECH) and MART a rural marketing consultancy.

Customers are the ones who are helping to define the growth strategies in all the growing sectors including retail in a market that is getting competitive by the day added Bijapurkar.

“Entrants to the rural sector will have to cut themselves to suit the needs of such areas, if they have to survive,” opined Bijapurkar, when asked as to how the big retail brands will make a dent in those rural areas where people have very little or no purchasing power.

Bijapurkar, an alumnus of the Indian Institute of Management, Ahmedabad, is a well-known marketing strategist, who recently came in limelight, after the publication of her book “We are like that only.”

There cannot be one universal approach for the diversified markets and different strategies have to be evolved for different marketing segments, according to Sameer Suneja, Marketing Director, Perfetti. Retailers are in fact the key to success, added Suneja while underlining the importance of the role of retailers in any business.

There is no difference between the rural and urban consumers as far as the quality requirement of a particular product is concerned according to Rajesh Singh, who is associated with Tata Steel.