Rural MarketingBecome The World Class Leader BY : SARABJEET SINGH DUA MBA (Marketing) Sarabjeetsinghdua10@gmail.com L/O/G/O
WHAT IS RURAL MARKETING • Rural marketing is defined as any marketing activity in which one dominant participant is from a rural area.
URBAN TO RURAL TRENDWhy there is a trend of companies in urban market going for rural market. NEW UNTAPPED MARKET NICHE MARKET HIGH POTETIAL NO EFFECT OF SLOW DOWN MASS SALES MONOPOLISTIC MARKET ECONOMIES OF SCALE BRAND POWER EQUITY LESS COMPETITION GOODWILL GAINS POTENTIAL MARKET
UNDERSTANDING RURAL MARKET CHANGES INNATURE ,CAST EGO HIGHLY PRICE SENSITIVE PRICE SENSITIVE LESS BRAND PLACE CONCIOUS THOUGHT TRADI TION PERCEPTION, VALUES, NEEDS BEING RURAL
RULES FOR GOING RURAL AFFORDABILITY LESS PRICE, LOW QUALITY AWARENESS COMMUNICATION ACCESSIBILITY REACHABLE ACCEPTANCE RETENTION
AFFORDABILITY Pricing your product sensibly, keeping it affordable is the key to widening one’s customer base in rural areas.
AWARENESSGenerating awareness about products on offerin rural India is a different ball game altogether. LIVE DEMORADIO ADS HOARDNGS
ACCESSIBILITYMaking your product accessible to the rural buyercontinues to be a pertinent issue. MOBILE VANS CAMPAIGNS
ACCEPTANCEGetting people to accept your product depends on thecontent of your advertisements.THANDA – COCA COLA502 PATAKA – BIDDILAL MANJAN – DABUR LAL DANT MANJANPEELA POWDER - NIRMA
4 Ps of Rural Market Essential thinks for marketing in rural areas Promotion Price Place Product • • Price • Brand Building • Multiple Use Radio, Demonstra Penetration •Mobile vans • Simple Product tions, • Product •Campains •Hoardings Packaging
RURAL MARKETING INDIA 72% of Indias population resides in its 6, 00,000 villages. More rural development initiatives by the government. Increasing agricultural productivity leading to growth of rural disposable income.
Rural Market Investments INDIA FMCG Rs.65000 crore Agri-inputs Rs.45000 crore Durables Rs.5000 crore Automobiles (2 & 4 Wheelers) Rs.8000 crore Clothes, footwear etc. Rs.35000 crore Construction material Rs.15000 crore Total Rs.173000 crore Source: CII Report (2011)
Thank You!Hope you enjoyed the session... BY : SARABJEET SINGH DUA MBA (Marketing) Sarabjeetsinghdua10@gmail.com L/O/G/O