marketing

1. RURAL PROMOTIONAL
STRATEGIES & CHALLENGES IN
RURAL COMMUNICATION
Presented by:-
SHRUTI ROYCHOUDHURY
17X6CMD030
Rural & Agricultural Marketing

2. RURAL PROMOTIONAL
STRATEGIES

3. INTRODUCTION
Promotion
• Process of marketing communication to inform,
persuade, remind and influence consumers or
users in favour of your products and service .
• An element of Marketing mix
• Includes:-
1. Advertising
2. Sales promotion
3. Publicity
4. Personal Selling
5. Others

4. ADVERTISING
• Term derived from latin word ‘advertere’
meaning ‘to turn’ the attention
• Any paid form of non-personal presentation of
ideas, goods or services by an identified
sponsor

5. STRATEGIES OF RURAL ADVERTISING
Influencer Strategy- e.g. ‘Mukhiya’ or ‘school
master’
Participatory Strategy
Show-N-tell Strategy- health-related
advertisements like Polio and AIDS awareness

6. ROLE OF ADVERTISING IN RURAL
MARKETING
1. Increasing sales
2. Lower costs
3. Quick turnover & Smaller inventories
4. Facility of purchasing
5. Improvement in quality
6. Eliminates unnecessary intermediaries
7. To educate consumers

7. SALES PROMOTION
 Short term tool adopted by marketer to
increase sales of the particular product or
service in the particular territory for a
particular period of time.
 Tools & techniques of sales promotion:-
1. Push-up sales promotion
i. Point of purchase(Pop) material
ii. Storage materials
iii. Demonstrations
iv. Incentives to dealers

8. SALES PROMOTION
v. Lucky draw contest
vi. Free gifts
2. Pull-up sales promotion
i. Free distribution of samples
ii. Price-off premiums
iii. Money refund premiums
iv. Exchange premiums
v. Interactive games

9. ROLE OF SALES PROMOTION
1. Getting new customers for existing product
2. Stimulating middlemen
3. Motivating demand during off-season
4. Motivating the sales representatives
5. Facing the competition
6. Information of latest products
7. Helps in managing budget

10. PUBLICITY
 Any form of non-paid commercially
significant news or editorial comment about
ideas, products or institutions
 E.g.
 Features:-
1. Third person involvement
2. Publicity is free
3. Greater Readership
4. No chance of repetition

11. PUBLICITY
5. No media cost
6. Loss of control of publication
7. Los of control of content
8. Loss of control of timing

12. ROLE OF PUBLICITY
1. Increasing demand
2. Lowering advertising cost
3. Rising above competition
4. Bestowing lucrative credibility
5. Attracting media attention
6. Spilling-over opportunities

13. PERSONAL SELLING
 Oral presentation of a product in
conversation with one or more prospective
purchasers for making sales
 The process:-
1. Pre-sale preparation
2. Prospecting
3. Pre-approach
4. Approaching
5. Sales presentation and demonstration

14. PERSONAL SELLING
6. Handling objections
7. Closing the sale
8. Post-sale follow-up

15. ROLE OF PERSONAL SELLING IN
RURAL MARKETING
1. Maximising sales
2. Effective use of resources
3. Developing the market for the future
4. Company’s image
5. Self-development

16. CHALLENGES IN RURAL
COMMUNICATION
1. Heterogeneity and spread
2. Low literacy levels
3. Poor infrastructure facilities
4. Unique media habits
5. Low-spending capacity
6. Lack of research data
7. Selective attention/retention
8. Linguistic and socio-cultural difference
9. Strong relationship ties
10. Different leisure time activities

17. THANK YOU