Rural marketing targets rural populations with different needs and behaviors than urban consumers. Rural marketing mix refers to the controllable variables like product, price, place, and promotion that a firm uses to pursue sales in rural markets. Rural markets offer opportunities like a large population and market growth higher than urban areas. Effective rural marketing requires tailoring the marketing mix to rural conditions like lower pricing, suitable product packaging and distribution channels, and utilizing local media and opinion leaders for promotion.

2. What is Rural Market
A marketing activity which is targeted to rural
population in the rural areas . Which have some
difference in their needs , wants , desire , buying
behavior, consumer behavior etc.

4. WHAT IS ACTUALLY RURAL
MARKETING MIX?
DEFINITION
According to Thomson, “The mix
of controllable marketing variables that the
firm uses to pursue the desired level of
sales in the target market with setting up
different strategy for different market.”

6. 
Large population

Change in lifestyle

Lifecycle advantages

Market growth rate higher than urban

Rural marketing is not expensive

7. 4 P’s of marketing mix

8. WHAT IS A PRODUCT MIX?
Philips Kotler
“A PRODUCT MIX is anything that can practices by
marketer for attention, acquisition, use, or consumption and
that might satisfy a want or need. It includes physical objects,
services, persons, places, organizations and ideas.”

9. RURAL PRODUCT CATEGORIES
Rural Product
FMCG’s
Consumer
Durables
services
Agri-Inputs

10. FAST MOVING CONSUMER GOODS (FMCG’S)
 Goods which are used in day to day life

11. CONSUMER DURABLES

Tangible goods that normally survive long with a lot of usage.

Normally require more personal selling and service.

Command a higher margin.

12. SERVICES
 companies are harnessing the potential of the hire and by launching a
plethora of services like,
1) Telecommunication,
2) Banking & Insurance,
3) Internet,etc.

13. AGRI- INPUTS

Product which are used for agricultural outputs
are agriculture inputs

14. SAPLING STAGE

Product gained susbstantial recognition & it’s
sales are shooting up
Rivals
1st
launch
Competitive
Launch

15. RURAL PRODUCT STRATEGY

16. THREATS IN RURAL BRANDING
Look-alikes: e.g.
Spell-alike:
Duplicates:

17. RURAL PRODUCTS

18. Pricing mix

Generates revenue to the particular product

Determine profitability of the business

E.g. Videocon radio

19. RURAL PRICING OBJECTIVES

Profit maximisiation in long run eg: chik shampoo

Minimum returns on sales turnover

Deeper penetration of market
e.g. Vim Bar For Urban 15 rs. (400gm)
For Rural 4rs. (200gm)

Keeping up with the competition

Increasing sales volumes and market shares

20. RURAL PRICING STRATEGIES

Low cost /cheap product

Avoid sophisticated packing

Refill packs/reusable packing

Value engineering

21. METHODS OF PRICING
Penetration pricing e.g.: Chota munch
Introduce worth rs.2
Differentiation pricing e.g.: Videocon and LG

22. Rural distribution
BULLOCK CART TRANSPORT
CAMEL TRANSPORT

23. PROMOTION MIX

FORMAL MEDIA :
1.
Local language newspapers: eg: Loksatta in Maharashtra.
2.
Television: eg: DD national
3.
Radio: eg : regional radio

24. FORMAL MEDIA
• WALL PAINTING

25. PLACE MIX




Village as place for promotion, distribution different form town or city – general marketing
theories can’t be applied.
Reaching right place is the toughest part in today’s
market.
Because high distribution cost.
Most –the rural retailers themselves go to the urban
areas to procure these goods.

27. PROMOTION MIX

OTHER INFORMAL MEDIA :
1.
Farm to Farm/House to House
2.
Group meeting : eg: MRF tyres
3.
Opinion leaders: eg: asian paints(house painting)
4.
Melas: eg: asian paints(horn painting)
5.
Folk dances: eg: Thums-up sponsors Lavnis