A strategy is a plan or pattern that brings together the objectives and activities of an organisation into a cohesive whole. Manufacturers and service providers today are laying intense focus on how they market their offerings to the customers and hence are devoting substantial time, energy and finances to device appropriate strategies in order to attract the buyers.
A report released by Boston Consulting Group (BCG) and Confederation of Indian Industry (CII) projects that India's robust economic growth and rising household incomes would take consumer spending to a level of US$ 3.6 trillion by 2020. The report further stated that India's share of global consumption would expand more than two times to 5.8 per cent by 2020.
A marketing strategy looks at the longer term view of the products, goods, or services being marketed. Marketing strategies explain how the marketing function fits in with the overall strategy for a business. Marketers use several strategies such as launching new products, expanding distribution, making more investment in advertisement, public relation programme, etc. in order to gain maximum footage in rural as well as urban spaces.
The rural population dominates the Indian market with over 720 million consumers (70 per cent of the total population) spread across 0.63 million villages. Typically Indian rural retail stores are in the form of haats and melas.
Advertising is an inseparable part of marketing initiatives these days. According to the Indian e-Retail report, the online advertising market, being driven by increasing internet penetration and a large number of young people, will touch Rs 7,000 crore (US$ 1.3 billion) by 2015. The online advertising market, which comprises of search, display, rich media, video, classifieds, etc., is currently pegged at about Rs 1,850 crore (US$ 332.7 million).