1. Rural
Marketing
Strategies
Shreeya
Saundarya
Shobha

2. What is Rural
marketing?

3. Rural marketing is the study of all the
Activity , agency and policy involved in
the procurement of farm inputs by the
Farmers and the movement of rural
products from farmers to consumers.

4. Types of rural goods
Industrial goods:- Industrial rural goods are
those use for further industrial processing.
e.g. tabacoo, fibre crops like cotton and jute.
Consumer goods:- Goods are mean for
direct use like all foodgrains, dairy product,
poultry products vegetables and fruits.

5. Problems in rural Market
Lack of proper communication
Distribution problem
Seasonal demand
Low literacy level

6. "Yaara da Tashan...” ads with
Aamir Khan created universal
appeal for Coca Cola

8. Khaitan fans' ad on a horse cart

9. Heterogeneity
in rural market

10. Socio-cultural differences.
Variation in population size.
Difference in levels of infrastructural development
Variations in literacy levels
Differences in income levels
Family structure

11. Approches to
segmentation of
Rural market

12. Geographic Segmentation
Regions
Village population and density
Culture
Climate

13. Demographic Segmentation
Age & Life Cycle
Family Structure
Income
Gender
Land ownership
Occupation
Education and House Type
Religion & Caste

14. Psychographic
Segmentation
Social Class
Lifestyle

15. Behavioural
Segmentation
Occasions
Benefits Sought
User Status
Usage Rate
Loyalty
Place of Purchase

16. Multi-Attribute
Segmentation

18. Satellite dish antennas reach rural India

19. Marketing Mix
challenges

20. 4 P’s with 4 A’s
Product – Acceptability
Price – Affordability
Place – Availability
Promotion - Awareness

21. Durable
GOODS

22. Typical shop in rural India stocked
with sachets

23. BIJLI
SAMPOORNA
MAHASANGRAM
SAPNO KA
GHAR
Launched New Refrigrtor for Rural and
Semi urban market priced at 10,000
Range of TV’s with Devnagri script on
display Priced at 12,000
Focusing on rural town with population
less than 5000 with model of color TV
priced at 8000
Road Show in semi urban & Rural with
mid priced consumer durables to
provide Touch & Feel experience

24. Har Gaon
Har angan
Panchayat
scheme
Ghar Ghar
ke pehchan
Mera sapna
meri maruti
To tap the vast potential of the rural
market.
Its aimed at taking highly accomplished
product like Santro into the depth of rural
India.
It gives Rs 2,000 as incentive on every buy
of a Spark
To build an ongoing relationship with
millions of households in rural India.

25. Samridhi
TATA MAGIC
Gold Plus
An initiative of Mahindra Farm
Equipment, eyes having 600 Mahindra
Samriddhi centres.
Titan Industries’ GoldPlus is designed
for the jewellery preferences .
TATA’s Rural Transport Vehicle for Rural
and Semi Urban Landscape

26. FMCG
GOODS

27. Parachute
ASHA
Anti Loose Campaign and Temper proof
Packaging in Smaller Variants
Low cost snacks & Beverages. Especially
for girls aged between 12- 16.

28. E- Choupal
Chick
Chota Coke
Great Value
Product
A rural shopping mall where farmers
can sell their commodities.
Launched Coca Cola in Rs 5 with tag
line “Thand Matlab Coca Cola”
low-priced FMCG products aimed at
rural market.
CavinKare educate people on how to
use shampoo through live ‘touch and
feel’ in Rural Folks

29. Utsav
Miss Palampur
campaign
Met Suvidha
Kamdhenu
campaign
A Range of Colour solution intended for
the Rural Mass & Market
“ Miss Palanpur “ eyeing to captured Rural
Mass Market
It is a participating flexible Endowment
Plan that combines savings and security.
A unique high-impact marketing and sales
campaign through cattle loans to farmers

30. Agriculture Goods
Agriculture sector contributes 18.1% GDP in India
as on 2011.
India is ranked second worldwide in farm output.
India is largest producer of many fresh fruits,
vegetables, milk, fibrous plants.
India is 2nd largest producer of rice and wheat.

31. cont…
India is third largest producer of dry fruits.
World 5th largest producer of 80% agri.
produce.
World 5th largest producer of livestock with
fastest growth rate as on 2011.

34. Branding in Rural
Market

35. Connect with
People
Product Re-
designing
Ingenious
Distribution

36. In 2000, ITC took an initiative to develop
direct contact with farmers who lived in far-
flung villages in Madhya Pradesh. ITC's
E-choupal was the result of this initiative.