Co-operatives & Rural Maekets


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Co-operatives & Rural Maekets

  1. 1. Wilson CollegeCo-Operatives & Rural MarketsTopic: Rural Marketing MixSYBMS (2012-2013)Made By: Adnan KhanRoll Number:15
  2. 2. Meaning of Marketing Mix 1Elements of Marketing Mix 2Factors Influencing Marketing Mix 3Rural Marketing Mix strategies 4Other Important Strategies 5Communication and Promotion inRural Markets. 10Bibliography 13Index
  3. 3. Meaning of Marketing Mix According to William Stanton “Marketing mix is the term usedto describe the combination of four inputs which constitutesthe core of any company’s marketing system i.e. Product,Price, Promotion, Distribution system. According to Phillip Kotler “marketing mix is the mixture ofcontrollable marketing variable that the firm use to persue thesought level of sales in the target market. Thus from the above definitions we can make out that the fourbasic elements which are also known as 4 P’s ie place,promotion, pricing and product is used in a fair combinationfor attracting consumers and sales is known as marketing mix.1
  4. 4. Elements of Marketing Mix (4 P’s)There are 4 basic elements of Marketing Mix which are: Product Price Promotion Place2
  5. 5. Factors Influencing Marketing Mix Behavior of Consumer Trade Factor Market Competition Behavior of the Government3
  6. 6. Rural Marketing Mix Strategies Product Strategy Rural Product Categories Product Item Decisions1: Core Product Development2: Tangible Product DevelopmentA: QualityB: FeaturesC: StyleD: PackagingE: Branding Augmented Product Development4
  7. 7. Other Important Strategies Customer Value StrategyA: Mass Product StrategyB: Premium Product Strategies Innovation StrategiesA: Rural Urban CommonB: Special for Rural Quality StrategiesA: Quality Improvement StrategiesB: Spurious Goods Strategies Packaging StrategiesA: Small PacksB: Combi-PacksC: See Through Packs 5 55
  8. 8.  Product Management in Rural Markets Pricing Strategies Rural Pricing Objectives:A: Deeper Penetration of MarketB: Long Run Profit OrganizationC:Recover Profits through Distribution CostD: Competitive PricingE: Increase Sale Volume and Market Share6
  9. 9. Price in Marketing Mix for Rural Consumer Quality Conscious CustomerA: 6 Proposition applicable for Rural and Urban Market1: Quality Difference2: Quality Uncertainty3: Price Consciousness4: Need Compulsion5: Place Availability6: Social ConsciousnessB: Pricing Method:1: Discriminatory Pricing2: Perceived Value Pricing3: Psychological Pricing7
  10. 10.  Pricing for Value Conscious Customer:Some Customers are willing to pay for the product of their choice as long asthey get “Valor for Money”. The Recent shifts in the demand show such typesof preference of customers. Pricing Method:1: Skimming Pricing2: Penetration Pricing3: Value Pricing4: Psychological Pricing Pricing for Price Conscious Customer:Price Conscious Customer are the weaker section of society who can affordless and hence they look for special offers to meet their need a very smartstrategy is needed to deal with such people like the Mini Packing Strategy etc.8
  11. 11. General Pricing in Rural Market Value for Money Low Cost/Cheap Products Refills/Reusable Packaging Application of Value Engineering9
  12. 12. Communication & Promotion in RuralMarketsToday India has a bulk of people living in villages so it becomes impossiblefor a Company to earn in huge quantity without making these people itscustomer, Hence communicating with these people and promoting Goods &Services in rural areas becomes very important .Now we will see how itsdone. Awareness Selecting proper Media Mix Giving Advertisement in Radio, Television, Cinema, Outdoor Banners,Newspapers and Magazine etc. Involving Informal/Rural Specific Media which contains House to HouseCampaign, Music Records, AV Vans, Interpersonal Media, Wall Paintingsetc. Use of Logos/Symbols & Identifying the needs of people and providingservices according to it. Use of Information Technology Internet Marketing Physical Distribution 10
  13. 13. Bibliography Vipul’s BMS Series “Co-Operatives & Rural Market” By Romeo S.Mascarenhas www.wikipidia.com11
  14. 14. AcknowledgementI am very Thankful to Prof. Vijay Kapoor for giving mean opportunity to present on such an important Topicand helping me in improving the presentation.12