1. Training on Rural Small Business
Venue: New Conference Hall, Annex Building
Save the Children
Barisal Field office
Date:10 November, 2013
Training on Rural Small Business
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2. Training on Rural Small Business
Facilitator:
Abul Kalam Azad’MBA & MSS
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3. MARKET & MARKETING
Market
A set of arrangements by which
buyers and sellers are in contact
to exchange goods or services
and come to the final solution.
The interaction of demand and
supply.
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4. MARKET & MARKETING
Marketing
All the activities concerned from
production to reach to the end
users/consumers.
Shopping
An act of buying something from
somewhere
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5. MARKET & MARKETING
Product Market
It is a system or set of arrangement
revolving/circling around a product.
It includes a goods/service, the buyers
and the sellers, the supply chain, places,
means and ways and places of
transactions and anything that
affects/influences buying and selling of
that product.
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6. MARKET & MARKETING
Product Market (contd.)
Can be subdivided into mainly two types
Goods Market
Service Market
Target Market
Most products are designed to cater to a
group of customers called a target market
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7. MARKET & MARKETING
Transaction and Transfer
A transaction is an exchange between two
things of value on agreed conditions and a
time and place of agreement
A transfer is a one way exchange without
receiving anything in return
Relationship Marketing
Building long term mutually satisfying
relations with customers, suppliers,
distributors in order to retain their long term
preference and business
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8. MARKET & MARKETING
Key Components of
Relationship Marketing
Trust
Honesty
Listening
Problem Solving
Reliability
Assurance
Organizational/Personal Image
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9. MARKET & MARKETING
Marketing Network
Relationships built with its stakeholders (forward
and backward supply chain actors)
Effective relationships make up an effective and strong
network
Marketing Channels
 Marketing channels are used to reach the target
segment
Communication channels e.g. Advertising,
telephone enquiry system
Distribution channels – trade, direct sales
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10. MARKET & MARKETING
Marketing Environment
Competition
Customers
Govt. policies
Suppliers
Trade Product
Import tariffs
Trends
Technology
Politics
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11. MARKET & MARKETING
Marketing Mix
Tools that an organization employs to
pursue its marketing objectives in the
target market
Winning companies will be those that can
meet customer needs economically and
conveniently and with effective
communication
The four Ps are the marketing tools for
influencing buyers
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12. MARKET & MARKETING
Marketing Mix (contd.)
Each tool is designed to deliver a customer benefit
Product
Price
Place
Promotion
Customer
solution
Cost
Convenience
Communication
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13. Rural Market
A market segment that reside in the rural areas that is not so
developed compared to that of urban/city areas.
Natures of Rural Market
It consists of people
having different wants and demands and tastes
lower purchasing power
conservative, resistant to change and hard-to-deal with
Undeveloped infrastructure and communication system
Low standard of living, unawareness of modern technologies
and amenities
Low education and more vulnerability to diseases and nature
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14. Rural Market
Rural Marketing
It involves delivering manufactured or
processed inputs or services to rural
producers or consumers.
For example any marketing activity for
selling any finished goods (Kula,Hugla
Mat,cell phone, soap, shampoo, TV,
footwear, etc.) to rural people.
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15. RURAL MARKETING
There are many goods and services
marketed to rural consumers –
Food products (packed, canned, processed)
Cosmetics
Toiletries (soap, shampoo, etc.)
Stationery (paper, pen, etc.)
Electronics (TV, etc.)
Hogla leaf (Hogla Mats)
Bamboo products(Kula,Rice processing products )
Agricultural services (soil testing, crop consultancy,
livestock medication, credit support)
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16. RURAL MARKETING - MARKETING MIX
Product
Medium to high quality, small size, mini pack, colorful
packaging,
Price
Low price for small size and quantity
Place
Haat-bazar at local level, distributed through a chain of
distributors
Promotion
Mainly posters, leaflets, radio, retailers, free for testing,
campaign; less/no TV & newspaper advertisement
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17. Tips to farmers/enterprise for successful marketing
Offer the highest-quality products.
Set fair prices.
Display/package your produce in a neat, well
organized and eye-catching manner.
Provide samples if possible.
Be friendly, courteous, and respectful to
customers. Talk to them!
Communicate with the buyers regularly
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18. Resources and Constraints
Group Exercise
Find out the small business
resources & constraints
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19. Resources and Constraints
Constraint Category Probable Constraints
Market access Lack of knowledge on sources of different inputs
Lack of coordination of different actors
Technology/product
development
Lack of knowledge on modern species and varieties
Lack of knowledge on proper cultivation technique
Finance Unavailability of credit support
Infrastructure Insufficient supply of electricity
Undeveloped/underdeveloped communication system
Undeveloped/underdeveloped bazaar system
Regulatory (Policy) Lack of cordiality of government
Lack of awareness of on policies
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20. Training on Rural Small Business
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