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Rural ppt

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challenges in rural marketing

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Rural ppt

  1. 1. · Understanding the Rural Consumer · Poor Infrastructure · Physical Distribution · Channel Management · Promotion and Marketing Communication
  2. 2. 1) Availability (Place) 2) Affordability (Price) 3) Acceptability (Product) 4) Awareness (Promotion)
  3. 3.  Challenges  Regularly reach product to the far-flung villages.  Indias 627,000 villages are spread over 3.2 millions sq Km ; 700 million indians may live rural areas  Strategies  Strive to reach at least 13,113 villages with a population market penetration
  4. 4. AFFORDABILITY  Challenges :  To provide at cheaper price  Strategies :  Introduce small unit packs.
  5. 5.  Challenge: To gain acceptability for the product or service  Strategies:  Offer product or services that suit the rural market  Easy to understand  Coca-Cola company because of the lack of electricity and refrigerator in the rural area ,it provide low – cost ice boxes ,a tin box for new outlets and thermocol box for seasonal outlets.
  6. 6.  Challenges : less exposure to the world , low literacy rate  Strategies :  Opinion leaders play a key role in popularizing product and influence in rural market so choose the appropriate opinion.  Can use the following promotional methods:
  7. 7.  One on One contact programs are extremely efficient manner to reach the rural consumer.  Provide an opportunity to  Demonstrate  Induce Trial  Educate
  8. 8. 1) Marketing Strategy 2) Distribution Strategy 3) Promotional Strategy
  9. 9. 1) Marketers need to understand the psyche of the rural consumers . 2) intensive personal selling efforts 3) Firms should refrain from designing goods for the urban markets and subsequently pushing them in the rural areas 4) by utilizing the various rural folk media to reach them in their own language
  10. 10. 1) using company delivery van which can serve two purposes 2) Annual "melas 3) fixing specific days in a week as Market Days (often called "Haats') 4) "Mandis" or Agri-markets
  11. 11. the audio visuals must be planned to convey a right message to the rural folk. The rich, traditional media forms like folk dances, puppet shows, etc., with which the rural consumers are familiar and comfortable, can be used for high impact product campaigns.

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