1. Wilson College
Co-Operatives & Rural Markets
Topic: Rural Marketing Mix
SYBMS (2012-2013)
Made By: Adnan Khan
Roll Number:15

2. Meaning of Marketing Mix 1
Elements of Marketing Mix 2
Factors Influencing Marketing Mix 3
Rural Marketing Mix strategies 4
Other Important Strategies 5
Communication and Promotion in
Rural Markets. 10
Bibliography 13
Index

3. Meaning of Marketing Mix
 According to William Stanton “Marketing mix is the term used
to describe the combination of four inputs which constitutes
the core of any company’s marketing system i.e. Product,
Price, Promotion, Distribution system.
 According to Phillip Kotler “marketing mix is the mixture of
controllable marketing variable that the firm use to persue the
sought level of sales in the target market.
 Thus from the above definitions we can make out that the four
basic elements which are also known as 4 P’s ie place,
promotion, pricing and product is used in a fair combination
for attracting consumers and sales is known as marketing mix.
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4. Elements of Marketing Mix (4 P’s)
There are 4 basic elements of Marketing Mix which are:
 Product
 Price
 Promotion
 Place
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5. Factors Influencing Marketing Mix
 Behavior of Consumer
 Trade Factor
 Market Competition
 Behavior of the Government
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6. Rural Marketing Mix Strategies
 Product Strategy
 Rural Product Categories
 Product Item Decisions
1: Core Product Development
2: Tangible Product Development
A: Quality
B: Features
C: Style
D: Packaging
E: Branding
 Augmented Product Development
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7. Other Important Strategies
 Customer Value Strategy
A: Mass Product Strategy
B: Premium Product Strategies
 Innovation Strategies
A: Rural Urban Common
B: Special for Rural
 Quality Strategies
A: Quality Improvement Strategies
B: Spurious Goods Strategies
 Packaging Strategies
A: Small Packs
B: Combi-Packs
C: See Through Packs 5 55

8.  Product Management in Rural Markets
 Pricing Strategies
 Rural Pricing Objectives:
A: Deeper Penetration of Market
B: Long Run Profit Organization
C:Recover Profits through Distribution Cost
D: Competitive Pricing
E: Increase Sale Volume and Market Share
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9. Price in Marketing Mix for Rural Consumer
 Quality Conscious Customer
A: 6 Proposition applicable for Rural and Urban Market
1: Quality Difference
2: Quality Uncertainty
3: Price Consciousness
4: Need Compulsion
5: Place Availability
6: Social Consciousness
B: Pricing Method:
1: Discriminatory Pricing
2: Perceived Value Pricing
3: Psychological Pricing
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10.  Pricing for Value Conscious Customer:
Some Customers are willing to pay for the product of their choice as long as
they get “Valor for Money”. The Recent shifts in the demand show such types
of preference of customers.
 Pricing Method:
1: Skimming Pricing
2: Penetration Pricing
3: Value Pricing
4: Psychological Pricing
 Pricing for Price Conscious Customer:
Price Conscious Customer are the weaker section of society who can afford
less and hence they look for special offers to meet their need a very smart
strategy is needed to deal with such people like the Mini Packing Strategy etc.
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11. General Pricing in Rural Market
 Value for Money
 Low Cost/Cheap Products
 Refills/Reusable Packaging
 Application of Value Engineering
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12. Communication & Promotion in Rural
Markets
Today India has a bulk of people living in villages so it becomes impossible
for a Company to earn in huge quantity without making these people its
customer, Hence communicating with these people and promoting Goods &
Services in rural areas becomes very important .Now we will see how its
done.
 Awareness
 Selecting proper Media Mix
 Giving Advertisement in Radio, Television, Cinema, Outdoor Banners,
Newspapers and Magazine etc.
 Involving Informal/Rural Specific Media which contains House to House
Campaign, Music Records, AV Vans, Interpersonal Media, Wall Paintings
etc.
 Use of Logos/Symbols & Identifying the needs of people and providing
services according to it.
 Use of Information Technology
 Internet Marketing
 Physical Distribution 10

13. Bibliography
 Vipul’s BMS Series “Co-Operatives & Rural Market” By Romeo S.
Mascarenhas
 www.google.com
 www.wikipidia.com
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14. Acknowledgement
I am very Thankful to Prof. Vijay Kapoor for giving me
an opportunity to present on such an important Topic
and helping me in improving the presentation.
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