This document discusses rural marketing in India. It begins with an introduction defining marketing and then discusses the nature and evolution of rural marketing in India. It identifies four phases in the evolution from pre-1960s focusing on agricultural produce marketing to the current phase with all products and services being marketed between urban and rural areas. It discusses important models, factors driving changes, importance and challenges of rural marketing. Key strategies discussed are making products affordable, creating awareness, ensuring accessibility and gaining acceptance. Innovations in rural marketing and a conclusion on the growth of rural markets in India are also provided.

1. GOUTHAMA
M.comSUBMITTED TO
Prof. Nagendra Babu
DEPT.OF COMMERCE
UNIVERSITY OF MYSORE
MARKETING
MANAGEMENT
RURAL MARKETING

2. Content
• meaning
•Introduction
• Nature
•Evolution
• Models
•Importance
•Challenges
•Strategy
•Innovation
•Conclusion

3. INTRODUCTION
Identifying the needs of customers and
potential customers providing products
/services that satisfy their needs , and
developing efficient processes or systems to
deliver your product/service to the market
when ,where and how consumer want it.

4. RURAL MARKETING
Rural marketing is now a two-way
marketing process .There is inflow of
product into rural market for production or
consumption and there is also out flow of
products to urban areas . The urban to
rural flow consists of agricultural inputs .
fast –moving consumer goods .

5. NATURE OF RURAL MARKETING
The rural market is quite different from urban
market
Agriculture is the chief economic
activity in in rural areas , the entire villages
Population is associated directly or
Indirectly to Agriculture .
In the process of development of civilization
Agriculture and Pastoral life along river bank
are the first of settled Life.

7. EVOLUTION
PHASE ORIGIN MAJOR
PRODUCT
FUNCTION SOURCE
MARKET
DESTINATION
MARKET
Phase-1 Before mid
1960(from
independence to
Green revolution)
Agricultural
produce
Agricultural
MARKETING
Rural Urban
Phase-2 Mid sixties
(green revolution
to Pre –
liberalization
period)
Agricultural
inputs
Marketing of
agricultural
inputs
Urban Rural
Phase-3 Mid nineties
(Post
liberalization tp
Period in 20th
century
Consumables
And durables
for
consumption
&production
Rural
marketing
Urban and
Rural
Rural
Phase-4 21th century ALL products
and services
Development
marketing
Urban and
Rural
Urban and
Rural

8. Rural Marketing Models
RESEARCH
SEGMENTATION
LIFESTYLE
ANALYSIS
TARGET MARKET
DEFINING NEEDS
PROFILE STUDY
MARKETING MIX
IMPLIMENTATION
CONTROL

9. FACTORS CONTRIBUTING CHANGE
IN RURAL MARKETING
EMERGING ROLE
OF BIO TECH IN
INDIAN
AGRICULTURE
SECTOR
DEVELOPMENT
PROGRAMMES
RURAL
COMMUNICATIO
N
GREEN
REVOLUTIOJN

10. IMPORTENCE OF RURAL MARKETUNG
Size of rural market
Rural target population
Employment
Better living
Contribution to rural marketing
Increase in farm income

11. RURAL MARKETING INDIA
72% of India’s population
Resides in its 600000 villages.
More rural development
Initiatives by the
Government
Increasing agricultural
Productivity leading to growth of rural
Disposable income

12. RURAL MARKET INVESTMENTS INDIA
FMCG ₹ 65000 cr
AGRI-INPUT ₹ 45000
DURABLES ₹5000
AUTOMOBILES(2&4 WHEELS) ₹8000
CLOTHES,FOOTWEAR etc ₹35000
CONSTRUCTION MATERIAL ₹15000
TOTAL ₹173000
Source : Report 2011

13. CHALLENGES
(1)Understanding the rural consumer
(2) Low per capita income
(3) Low literacy levels
(4)Seasonal Demand
(5)Underdeveloped people & underdeveloped
market
(6)Lack of proper infrastructure
(7)Traditional outlook
(8)Many language and Dialects
(9)Barter system

14. STRATEGIES
4 A’s Approach
Marketing strategy
Distribution strategy
Promotional strategy

15. AFFORTABILITY
Pricing your product sensibly. Keeping it affordable is the key
to widening one’s customer base in rural areas.

16. AWARENESS
Generating awareness about products on offer
In rural india is a different ball game altogether.

17. Making your product accessible to the rural buyer
Continues to be pertinent issues
ACCESSIBILITY

18. ACCEPTANCE
Getting people to accept your product depends
on the content of your advertisements.

19. PRODUCT
PRICE
PRICE
PROMOTION
MARKETING MIX OF RURAL MARKETING

20. Marketing Strategy For Rural Areas
Mass Media
+
Direct marketing
Efforts
Opinion leader
R
U
R
A
L
M
A
S
S
E
S
Rural Cinema
Radio
T . V.
Un-
Conventional
Media
Focused
Event

21. INNOVATIONS IN RURAL MARKETING

22. INNOVATIONS IN RURAL MARKETING

23. INNOVATIONS IN RURAL MARKETING

26. CONCLUSION
A silent revolution is sweeping
the Indian countryside.
The marketing battle fields has
shifted from the cities to
the villages but in this battle
both consumers and
Companies are winners . it is a
win-win situation
‘GO RURAL’ seems to the latest
slogan .

27. Thank you