It is a presentation about what are the role of rural marketing.

1. WELCOME
Title: Role of Advertising in rural market.
Presented By: Kishor Bombe
Kartik Chandrawale
Lekhana Lakade
Kapil Kazade
Maithili Raut

2. Introduction
• Rural marketing is a marketing system that involves the development, planning, pricing, and
distribution of goods and services so that people in rural areas can access basic products at fair
prices.
• It is typically characterized by lower levels of income, lower literacy rates, and less access to
modern communication and transportation infrastructure compared to urban areas.
• Rural marketing involves understanding the unique needs, preferences, and behaviors of rural
consumers and developing marketing strategies that are tailored to these specific characteristics.
• It includes activities such as product development, pricing, distribution, and promotion that are
customized to meet the needs of rural consumers.

3. Importance Of Rural markets in india
Rural marketing is an essential aspect of India's economic development, as approximately 70% of the
population lives in rural areas. Here are some of the key reasons why rural marketing is important in India:
• Large Market Size: Rural areas in India represent a vast and growing market for products and services.
With a population of over 800 million people, rural areas offer significant opportunities for businesses to
expand their customer base and drive revenue growth.
• Growing Middle Class: Rural areas in India are experiencing significant economic growth, with a
growing middle class that has increased purchasing power. This presents a significant opportunity for
businesses to offer products and services that cater to the needs of this growing segment.
• Agricultural Economy: Agriculture is a significant contributor to the rural economy in India, and many
businesses rely on the rural market for their raw materials. By focusing on rural marketing, businesses
can strengthen their supply chains and build long-term relationships with farmers and other rural
stakeholders.

4. • Government Initiatives: The Indian government has launched several initiatives to boost rural
development, including programs to improve infrastructure, education, and healthcare. These initiatives
are driving economic growth and creating new opportunities for businesses in rural areas.
• Digital Penetration: With the increasing penetration of smartphones and the internet, rural areas in
India are becoming more connected, providing new opportunities for businesses to reach their target
audience through digital marketing.

5. Parameter Rural Marketing Urban Marketing
Market Size Large (Approx. 70% of population) Small (Approx. 30% of population)
Consumer Behaviour Conservative, Price Sensitive Modern, Brand Conscious
Income Low to Medium Medium to High
Media Reach Limited, Mostly Traditional Media Wide, Multiple Media Options
Distribution Channel Limited, Mostly Traditional Channels Wide, Modern Channels
Language Regional Languages National and International Languages
Buying Cycle Seasonal and Occasional Regular and Frequent
Marketing Strategies More Personalized, Need-based More Standardized, Image-based
Products and Services Basic Needs and Agricultural Products Luxury and Urban Lifestyle Products
Comparison between rural marketing and urban marketing:

6. Roles of Advertisements In Rural Marketing
Advertising plays a crucial role in rural marketing as it helps to create awareness about products and
services in rural areas. Here are some key ways in which advertising can benefit rural marketing:
• Awareness creation: Advertising helps to create awareness about products and services in rural
areas where people may not have access to information about them. It helps to inform potential
customers about the features and benefits of products and services, and can generate interest and
curiosity among them.
• Building brand identity: Advertising can help to build brand identity in rural areas. By creating a
unique brand image and communicating it consistently through advertising, companies can establish
a strong presence in the rural market and gain a competitive advantage.

7. • Targeted communication: Advertising can be customized to suit the specific
needs and preferences of rural consumers. By understanding their language,
culture, and values, companies can create advertisements that resonate with rural
audiences and persuade them to make a purchase.
• Creating demand: Advertising can create demand for products and services by
highlighting their benefits and demonstrating how they can improve the lives of
rural consumers. This can encourage them to try new products and services, and
can also help to increase sales and revenue for companies.

8. • Supporting distribution: Advertising can also support the distribution of products and services
in rural areas. By promoting the availability of products and services through local retailers,
companies can make it easier for rural consumers to access them and can increase their reach in
the rural market.
In conclusion, advertising plays a critical role in rural marketing as it helps to create awareness,
build brand identity, target communication, create demand, and support distribution of products and
services in rural areas.

9. Forms Of Advertisements in Rural Marketing
Rural marketing involves advertising and promoting products and services in rural areas, where
the market is distinct from urban areas. Here are some forms of advertisement that are commonly
used in rural marketing:
• Outdoor Advertising: This includes billboards, banners, posters, and hoardings, which are
prominently displayed in public areas such as roads, bus stations, and marketplaces.

10. • Radio Advertising: Radio is a popular medium in rural areas, as it reaches a large audience and is
relatively inexpensive. Advertisers can sponsor radio programs, air commercials, or run contests to
engage with listeners.
• TV Advertising: Television is another effective medium to reach rural consumers. Rural areas
often have limited access to cable or satellite TV, so advertisers can focus on national or regional
TV channels that have a wider reach.

11. • Print Advertising: Newspapers and magazines are popular among rural consumers. Advertisers
can place ads in local newspapers, magazines, or community newsletters to reach their target
audience.
• Van Advertising: Vans and trucks with branding and advertising messages are a common sight in
rural areas. Advertisers can use them to display messages, distribute samples, or conduct product
demonstrations.

12. • Wall Painting: Wall paintings are a popular form of advertising in rural areas, as they are cost-effective
and can be easily seen by a large number of people.
• Social Media Advertising: With the increasing penetration of smartphones and the internet, social media
is becoming an important medium to reach rural consumers. Advertisers can create social media
campaigns or work with social media influencers to promote their products and services.

13. Challenges In Rural Advertising
There are several challenges that marketers and advertisers face when it comes to advertising in rural areas. Here are
some of the key challenges:
• Lack of Infrastructure: Rural areas often lack basic infrastructure such as electricity, internet connectivity, and
transportation, which makes it difficult for advertisers to reach their target audience.
• Low Literacy Rate: Rural areas often have lower literacy rates than urban areas, which means that advertising
messages may need to be communicated in a different way to ensure they are understood.
• Limited Media Reach: In rural areas, the media landscape is limited, and there are fewer advertising channels
available. Television and radio are often the most effective ways to reach rural audiences, but even then, coverage
may be spotty.

14. • Cultural Differences: Rural areas often have unique cultural differences that may not be present in urban
areas. Advertisers must be sensitive to these differences to avoid offending or alienating their target
audience.
• Limited Budget: Advertisers often have limited budgets for rural advertising, which can make it difficult
to create effective campaigns that reach the intended audience.
• Lack of Trust: In rural areas, people often place a greater emphasis on trust and personal relationships than
on advertising. Advertisers must build trust with their target audience before they can effectively market
their products or services.
• Seasonal Variations: Rural areas are often heavily dependent on agriculture and other seasonal industries.
This means that advertising strategies may need to be adjusted based on the season and the specific needs
of the target audience.

15. Conclusion
• Advertising plays a critical role in rural marketing as it helps to create awareness, build brand identity,
target communication, create demand, and support distribution of products and services in rural areas.
• Overall, rural marketing is critical to India's economic growth, as it provides businesses with access to a
large and growing market, while also contributing to rural development and building stronger supply
chains.
•
In Future India's retail FMCG market could grow from $10 billion presently to $100 billion by 2024-25.