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
Strive to reach at least 13,113 villages with a
population market penetration
To provide at cheaper price
Introduce small unit packs.
Challenge: To gain acceptability for the product or
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.
Challenges : less exposure to the world , low
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:
One on One contact
programs are extremely
efficient manner to reach
the rural consumer.
Provide an opportunity
1) Marketing Strategy
2) Distribution Strategy
3) Promotional Strategy
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
1) using company delivery van which can serve
2) Annual "melas
3) fixing specific days in a week as Market Days
(often called "Haats')
4) "Mandis" or Agri-markets
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.