Rural

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rural marketing

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Rural

  1. 1. Rural Marketing &Brand Management
  2. 2. BRAND A brand is defined as a name term sign symbol or special design or some combination of these elements that is intended to identity or differentiate the goods or service of one seller or a group of sellers Benefits• Values• Culture• Personality• User
  3. 3. • BRANDING PROCESS Branding is a process, a tool, a strategy and an orientation. It is a process by which a marketer tries to build long term relationship with the customers, a tool to position a product or service with a consistent image of quality and values for money to ensure the development of a recurring preference by the consumer . Branding provides differentiation strategy when product cannot be easily distinguished.
  4. 4. • Brand Loyalty Brand loyalty can be defined as “the degree of consistency in buying particular brands as a function of cognition, emotion, satisfaction, commitment, habit and positive attitude towards brands
  5. 5. Factor determining brand loyalty• Emotion• Objectivity• Inertia
  6. 6. • Regional Brand Regional brand is a brand whose reach is limited either by the resource at the disposal of the company that owns it or whose range is constrained by its very provincial appeal
  7. 7. Reasons for the success of regional Brands• Spread of cable and satellite Television• Understanding of the needs of Regional consumers• Low Overheads• Legacy• Large Regional Markets• One to One Relationship with channel partners• Entrepreneurial Spirit
  8. 8. Regional Brands : Success Stories• Anchor Toothpaste• Parakh Foods• Ghari
  9. 9. Steps of Brand Building in Rural Market• Customisation• Relevance• Media• Message• Recognition• Word of mouth publicity
  10. 10. Branding And Rural buyer behavior• Family• Youth• Seniors
  11. 11. Conclusion Branding as a phenomenon is getting established in the rural market. But the response of consumers towards brands varies from one region to another from developed to the developing andunderdeveloped districts .Different age groups with different socio economic profile approach the branding phenomenon very differently in the rural market across different product categories

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