Consumer durables are products that have a lifespan of at least 3 years such as household appliances, electronics, and vehicles. Non-durable goods have a shorter lifespan and include consumable items like food, personal care products, and cleaning supplies. Marketing consumer goods in rural areas presents challenges like low literacy, lack of infrastructure, and different consumption patterns. Effective rural marketing strategies include using traditional media like wall paintings and demonstrations, focusing on opinion leaders, ensuring product availability, affordability, and acceptability through various advertising approaches.

1. MARKETING OF CONSUMER
DURABLES AND NON-DURABLE
GOODS AND SERVICES IN THE RURAL
MARKETS WITH SPECIAL REFERENCE
TO PRODUCT PLANNING
FACULTY OF MANAGEMENT STUDIES, MLSU
UDAIPUR (A GRADE COLLEGE)
BY DIVYA RAJPUROHIT FROM E-COM

2. WHAT ARE CONSUMER DURABLES ?????
 “Consumer durables are the products whose life expectancy
is at least 3 years. These products are hard goods that
cannot be used up at once.”
WHAT IT IS:
 In economics, a durable good or a hard good is a good that
does not quickly wear out, or more specifically, one that
yields utility over time rather than being completely consumed in
one use.
 Items like bricks could be considered perfectly durable goods
because they should theoretically never wear out.
 Highly durable goods such as refrigerators or cars usually
continue to be useful for three or more years of use,so durable
goods are typically characterized by long periods between
successive purchases.
 Durable goods are a category of consumer products that do not
need to be purchased frequently because they are made to last
for a long time (usually lasting for three years or more). They are
also called consumer durables or durables.

3.  Examples of consumer durable goods
include automobiles, books, household
goods (home appliances, consumer
electronics, furniture, tools, etc.), sports
equipment, jewelry, medical equipment, firearms,
and toys.

4. HOW IT WORKS (EXAMPLE):
 Consumer goods are many times separated into two
categories: durables and non-durables. Durables have
an extended product life and are not typically worn out
or consumed quickly when you use them. Since they're
made to last, durable goods are often times more
expensive than non-durable goods that have to be
purchased repeatedly over a short period of time.
 A washing machine is an example of a durable good -- it
takes many years and a number uses to completely
expend its functionality. The laundry detergent used in
the washing machine, on the other hand, is a non-
durable good -- when the bottle is empty, the detergent
must be repurchased.
 Other examples of durable goods include automobiles,
appliances, furniture, jewelry, consumer electronics and
sporting goods.

5. NON-DURABLE GOODS
 Nondurable goods or soft goods (consumables) are the
opposite of durable goods. They may be defined either as
goods that are immediately consumed in one use or ones that
have a lifespan of less than three years.
 Examples of nondurable goods include fast-moving
consumer goods such as cosmetics and cleaning products,
food, condiments, fuel, beer, cigarettes and tobacco,
medication, office supplies, packaging and containers, paper
and paper products, personal products, rubber, plastics,
textiles, clothing, and footwear.
 While durable goods can usually be rented as well as bought,
nondurable goods generally are not rented. While buying
durable goods comes under the category of investment
demand of goods, buying non-durables comes under the
category of consumption demand of goods

6.  Non-durable goods are products consumers
purchase with the plan to use for a short period of
time. Also referred to as consumable goods, most
non-durable goods are expected to be consumed or
used in three years or less. Because of this basic
characteristic, non-durable goods can be a wide
variety of products.
 There are essentially three types of non-durable
goods. They may be literally consumed, as with food
and drinks. They can also be utilized until they are
gone, such as deodorant, toothpaste or dish soap.
The third type of non-durable good is a product that
is used and no longer needed, intended for one use,
or wears out from normal use, such as socks, paper
plates and light bulbs

9. DIFFRENCE BETWEEN DURABLE AND NON-
DURABLE GOODS
 Hard goods
 Durable goods are those
which do not wear out easily
and therefore they can be
used for long period time
 Some of the examples of
durable products are cars,
books, television, freeze
etc.
 Durable goods can be used
many number of times
 Durable goods can be
resold after some years
 Soft goods
 Nondurable goods are those
which wear out easily and
therefore they can be used
for short period of time only.
 Some of the examples of
nondurable goods include
things like petrol, cosmetics
items, soaps etc…
 Nondurable products can
used for only limited number
of times in some cases only
once.
 Nondurable products such
opportunity does not exist.
Durable goods Non-durable goods

11. PROBLEMS ARE FACE DURING MARKETING
YOUR PRODUCT IN RURAL AREA
 Low literacy
 Seasonal demand
 Transportation
 Media for promotion
 Communication problem
 Traditional life
 Buying decision
 Career in rural marketing

12. MARKETING STRATEGIES
 Advertisement media:-
Print Media
Road Play
Radio Channel
Wall Painting
Billboards
Poster and Stikers
puppet show

13.  Product strategies :-Small size package
Low price package
Rough & tough
Usable products
Brand image
 Pricing strategies :- Low pricing
Low cost packaging
Conversion

14. OUTDOOR ADVERTISING

15. RURAL MEDIA PLANNING

16. INTRODUCTION
 • In the view of marketing, media is the process of
marketing communication to inform, persuade and
influence the consumers in the favour of goods and
services.
 Media planning is generally outsourced to
a media agency and entails sourcing and selecting
optimal media platforms for a client's brand or
product to use. The job of media planning is to
determine the best combination of media to achieve
the marketing campaign objectives.

17.  In the process of planning, the media planner needs to
answer questions such as:-
How many of the audience can be reached through the
various media?
On which media (and ad vehicles) should the ads be
placed?
How frequent should the ads be placed?
How much money should be spent in each medium?

18.  Choosing which media or type of advertising to use
can be especially challenging for small firms with
limited budgets and know-how. Large-market
television and newspapers are often too expensive
for a company that services only a small area
(although local newspapers can be used).
Magazines, unless local, usually cover too much
territory to be cost-efficient for a small firm, although
some national publications offer regional or city
editions.

19. OBJECTIVE
 It communicates marketing information to
consumers, users and sellers.
 Media persuades and convinces the buyer and
influences his behavior to take desired action.
 Its stimulates demand, capture demand from
competition and maintain demand for the
company’s products even in a competitive market
situation.

20. TYPES OF MEDIA
 Television
 Radio
 Print
 Cinema/Theatres
 Word of mouth
 Video on wheels
 Wall painting
 Posters
 Demonstration
 Mela
 Folk theatre
 Post card
Mass media (conventional)
Traditional media
(nonconventional)

21. MEDIA EFFECTIVENESS
 • Audience profile - Rural audiences are exposed
to mass media, and can be easily reached, and
young male members are majority viewers of
television
 • Media preferences - Traditional media can be
more effective with rural audience. Interpersonal
communication (IPC) was ranked most effective,
followed by TV, print media, and then radio
 • Media viewing and listening behavior -
Television radio and print media in rural areas is
very popular such as (DD national, Vividh Bharti,
Dainik jagrn, Hindustan etc.)

22. RURAL MEDIA CHALLENGES
 Spread and diversity
 Low literacy level
 Poor infrastructure facilities (road, telecom,
electricity)
 Different leisure time activities (no fixed timings,
and often requiring work during nights and in odd
hours.
 Lack of research data

23. RURAL MEDIA STRATEGIES
 Managing spread and diversity
• Languages : The message has to be understood.
• Identifying geographical locations with a larger
concentration of rural consumers.
• Locating potential consumers with a higher
propensity to spend.
 Use of audio-video medium
• Literacy rates being less in rural areas, and TV and
Radio having much more reach in rural masses
compared to print media, communication through
electronic media must be given priority over press.

24.  Use of publicity vans
Publicity van is one of the effective tools for rural
communications.
Example:- Agricultural input companies regularly
use video vans for promoting their products.

25.  Use of stall and Hatts
Especially in kisan Mela and village festivals to
spread messages and can also include brand trials.

26. FOCUS ON OPINION LEADERS OR
REFERENCE GROUPS

27. COMMUNICATION THROUGH WALL PAINTINGS
AND HOARDINGS

28. THE FIRST RURAL MARKET

29. COCA COLA INDIA’S RURAL MARKETING
STRATEGY
1.Availability : availability of the product to customer
2.Affordability: product pricing
3.Acceptability : convincing the customer to buy the
product

30. ACCEPTABILITY
 Extensive marketing in the mass media and
outdoor advertising
 Aggressive rural communication campaign
consisting of
Hoardings
Participation in weekly Mandis and annual Haats
TV commercials
Print Advertisement in several regional
newspapers

31. HOARDINGS AND WALL PAINTINGS
 Put up hoardings in the
villages
 Painted the name Coca
cola on the compounds
of the residences in the
villages

32. WEEKLY MANDIES AND HAATS
 • Weekly Mandies :Weekly fairs where villages
gather and sell their produce
 • Annual Haats: Annual exhibitions conducted
during festival season
 • By setting up temporary outlets

33. TV COMMERCIALS
 Targeted at Rural
consumers
 • Increased Ad-spend
on Doordarshan
 • 2002
Commercial featuring
Amir Khan to
communicate the
message of price cut
and launch of Chota
Coke (200ml Rs.5 bottle)