INTRODUCTIONRural marketing is different from agriculture marketing. according
to national council of applied economic research (NCAER) an
independent non profit research institute, rural households from
71.7% of the total households in the country. The rural population
is nearly three times that of urban.
of the urban market
Vast market for consumer goods
The distribution task involves several villages
Rural consumer form one homogenous
group with similar needs, values and
Formal mediaNewspaper and magazines
Point of purchase
Direct mail advertising
Radio – Kerala (62%) followed by Tamil nadu
Cinema (65%) earnings from cinema are from rural
markets as 29% rural people watch cinema as
Newspaper and magazines (18%) of reach to rural
Television (27%) of reach to rural areas
Point of purchase- display of hangings, festoon and
product packs in the shops will catch the attention of
Formal media Direct
mail advertising-direct mailer on
consumer durable are sent during the
Outdoor Wall painting (toothpaste ,tea etc).
Tree boards ( fertilizers and pesticide
companies in rural areas.
Informal media Farm
to farm visit
Informal media The
Product display contest
Haats – are the periodic market it means people assemble at
particular place at least once a week in order to buy and sell
Field to field visit-a group excursion for the first hand
Group meeting-a formally arranged meeting for discussing the
problem and their solution.
Opinion leader-is the agent who is an active media user and
who interprets the meaning of media messages for lower end
media users, typically the opinion leader is held in high esteem
by those who accept his/her opinion.
Product display contest-in this display the product in front of
people and offer them to play the contest to win that product.
Companies using informal mediaBrook bond India Ltd
Companies using formal media Onida
rural advertising needs some innovative
and alternative media to woo the customers
and by designing and adopting effective
strategies and proper use of resources,
marketers can overcome these barriers and
explore the opportunities lying untapped in
rural market to achieve organizational goal profit maximization.