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Rural marketing intro
This document discusses rural marketing in India. It defines rural marketing as planning and implementing marketing functions for rural areas. Rural marketing aims to develop, price, promote, and distribute rural-specific goods and services leading to exchange between urban and rural markets. The document outlines the evolution of rural marketing in India and approaches to segmenting rural markets based on factors like population size, location, sociological characteristics, and income. It identifies challenges in rural marketing such as distribution, understanding rural consumer psyche, communication, and spurious products. The document concludes that rural markets have untapped potential but also difficulties that marketers must address through strategies tailored for rural consumers.
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Rural marketing intro
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- 2. Marketing… Meaning Marketing touches everyaspect of our lives, from our very birth to death Our entire life, Our life styles and our existance are continously affected by marketing Marketing is the business of making the consumers know about the product & finaly inducing them to buy it.
- 3. Definition • Marketing issocial & managerial process by which individuals & groups obtain what they need & want through creating & exchanging products and value with each others Philip Kotler
- 4. Why Marketing??? IncreasingConsumption Creation of goodwill Profit through customer satisfaction Providing wide choice of goods Improving Quality of life Retaining customers
- 5. Rural Marketing… Meaning Planning &Implementation of marketing function for Rural Areas Definition Rural marketing has been defined as the process of developing, pricing, promoting, distributing, rural specific goods & services leading to exchange between urban & Rural markets, which satisfies consumer demand & also achieves organizational objectives
- 6. Evolution of RuralMarketing… Phase I ( From independence to Green Revolution) Phase II (Green Revolution to Pre-Liberalization Period) Phase III (Post-Liberalization Period to 20th Century) Phase IV (21st Century)
- 7. Approaches For Segmentingthe Rural Markets Of India… Based on size of village population Based on location with respect to near by town – Villages Near Urban Centres – Villages in Developing Districts – Immobile & Self Sufficient Asiatic Villages
- 8. Approaches For Segmentingthe Rural Markets Of India… Based on Sociological Charecteristics – Proprietors of land – Rich Farmers – Agricultural Labours Based on Income – Rural Rich Consumers – Rural Consumers above Poverty line – Rural Consumers around Urban area
- 9. Challenges In RuralMarketing… Distribution Understanding the Psyche of the rural consumer Limited Knowledge Communication Cost per Contact
- 10. Challenges In RuralMarketing… • Sale of Fakes & Spurious Products • Budgetary Allocations • Urban Orientation & Bias • Lack of Right Competence & Commitment at Frontline level
- 11. Rural Marketing Strategies… Ruralmarketing Segmentation – Occupational Segmentation – Sociological Segmentation – TRMI – Lin Quest – MICA Rating
- 12. Strategies… Product Strategies – SmallSize packings – Low priced package & Products – Product Design – Usable Products – Brand Image
- 13. Strategies… Pricing Strategies – LowPricing – Cost Saving in Packing – Conversions
- 14. Strategies… Promotion Strategies o Cinema oTelevision o Print Media o Hoardings
- 15. Opportunities in RuralMarkets… Rising Rural Prosperity Lesser dependence on Agriculture & Monsoon Increasing Rural consumption Rural Marketing Efforts Increasing Sale of Branded Products Large Population
- 16. Recent Trends InRural Marketing… Online Rural Market Information Through Local Agriculture Input Dealers Need Based Production Market Driven Extension
- 17. Recent Trends InRural Marketing… Rythu Bazaar Rural Agri- Exports Integrated Marketing National Institute of Agricultural Marketing
- 18. Conclusion… • Rural markets,as part of any economy, have untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China, is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers.
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