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Marketing:
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 consumers want it.
Rural Marketing:
Rural marketing is now a two-way marketing process. There is inflow of products into rural
markets for production or consumption and there is also outflow of products to urban areas. The
urban to rural flow consists of agricultural inputs, fast-moving consumer goods (FMCG) such as
soaps, detergents, cosmetics, textiles, and so on. The rural to urban flow consists of agricultural
produce such as rice, wheat, sugar, and cotton. There is also a movement of rural products
within rural areas for consumption
MARKETING PROCESS IN
RURAL MARKETING
• Major part of rural marketing. Includes transactions of urban
marketers who sell their goods and services in rural areas
pesticides, fertilizers, FMCG products, tractors, bicycles,
consumer durables, etc.
URBAN TO RURAL
• Basically falls under agricultural marketing. A rural producer
seeks to sell his produce in urban market like seeds, fruits and
vegetables, forest produce, spices, milk and related products, etc.
RURAL TO URBAN
• Includes the activities that take place between two
villages in close proximity to each other like agricultural
tools, handicrafts, dress materials, bullock carts, etc.
RURAL TO RURAL
CHAPTER- 2
EVOLUTION OF RURAL MARKETING
PHASE ORIGIN FUNCTION MAJOR PRODUCT SOURCE
MARKET
DESTINATION
MARKET
Phase I Before
mid1960(From
independence to
Green revolution)
Agricultural Marketing Agricultural produce Rural Urban
Phase II Mid sixties
(Green revolution
to Pre-
liberalization
period)
Marketing of
Agricultural inputs
Agricultural inputs Urban Rural
Phase III Mid nineties(Post-
liberalization
period in 20th
century)
Rural Marketing Consumables and
durables for consumption
and production
Urban and rural Rural
Phase IV 21st century Developmental
Marketing
All products and services Urban and rural Urban and rural
RESEARCH
SEGMENTATION
LIFESTYLE
ANALYSIS
PROFILE STUDY
DEFINING NEEDS
TARGET MARKET MARKETING MIX
IMPLEMENTATION
CONTROL
CHAPTER-3
Rural Marketing Model
CHAPTER – 4
MARKETING MIX OF RURAL MARKETING
PRODUCT PRICE
PLACE PROMOTION
The concept of Rural Marketing in India Economy has always played an influential role in
the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial
townships are connected with rural markets.
The rural market in India is not a separate entity in itself and it is highly influenced by the
sociological and behavioral factors operating in the country. The rural population in India
accounts for around 627 million, which is exactly 74.3 percent of the total population.
The rural market in India brings in bigger revenues in the country, as the rural regions comprise
of the maximum consumers in this country. The rural market in Indian economy generates
almost more than half of the country's income.
CHAPTER-5
RURAL MARKETING IN INDIAN ECONOMY
CHAPTER6-SIGNIFICANCE OF RURAL MARKETING
If you meet a sales executive today and ask which market he would prefer to serve, the immediate answer would be, “Rural Markets”
as they are still unexploited. A number of factors have been recognized as responsible for the rural market boom.
Some of them are:
1.Increase in population, and hence increase in demand. The rural population in 1971 was 43.80 crores, which increased to 50.20
crores in 1981, 60.21 crores in 1991 and 66.0 crores in 2001.
2. A marked increase in the rural income due to agrarian prosperity.
3. Large inflow of investment for rural development programmes from government and other sources.
4. Increased contact of rural people with their urban counterparts due to development of transport
and a wide communication network.
5. Increase in literacy and educational level among rural folks, and the resultant inclination to
lead sophisticated lives.
6. Inflow of foreign remittances and foreign made goods in rural areas.
CHAPTER-7
DIFFERENCE BETWEEN RURALAND URBAN MARKET
S.NO Aspect Urban Rural
1. Philosophy Marketing and societal
Concepts, Green marketing and
relationship marketing.
Marketing and societal
concepts, development
marketing, and relationship
marketing
2. Market
(a) Demand
(b) Competition
(c) Consumers
Location
- Literacy
- Income
- Expenditure
- Needs
- Innovation adoption
High
Among units in Organized
sector
Concentrated
High
High
Planned, Even
High level
Faster
Low
Mostly from unorganized Units
Widely spread
Low
Low
Seasonal variations
Low level
slow
3. Product
- Awareness
- Concept
- Positioning
- Usage method
- Quality preference
- Features
High
Known
Easy
Easily grasped
Good
Important
Low
Less known
Difficult
Difficult to grasp
Moderate
Less important
CHAPTER-8
VALUE ADDITION TO RURAL MARKETING
VALUE ADDITION TO RURAL MARKETING
After understanding the differences between rural and urban market, it is essential to
understand the needs of rural people and redesign marketing plan to make it more rural
specific. The following points must be strongly considered;
1. Know the importance of women.
2. Offer small unit packing. JK Dairy Top sachets revolutionized the market.
3. Reinforce product quality through service initiatives. Hero Honda has established mobile
service centers to take care of rural customers.
4. Establish one-to-one communication channels. Reckit & Colman uses NGOs in rural area to
educate customers about product benefits.
5. Use local idioms to convey your message in a meaningful context.
6. Core values of brand must strike the consumer.
7. Go rural and be rural.
8. Groom a separate set of professionals more conversant with the rural markets.
CHAPTER-9
FACTORS CONTRIBUTING CHANGE IN RURAL
MARKETING
Emerging Role of
Bio-Tech. in Indian
Agriculture Sector
Rural
Communication
Development
programmes
Green Revolution
CHAPTER-10 ROLE OF MEDIA IN RURAL MARKETING
The growth in conventional media has been quite significant; however, it has not been
substantial. Rural India consists of about 127 million households of which only 54% comes in
contact with any of the conventional media, like press, TV, satellite, radio or cinema. That
means roughly 238 million are waiting to be tapped by the conventional media. No wonder,
rural India is a marketer and advertiser’s El Dorado.
It should be acknowledged that different media mix is needed to convey messages to rural
consumers. There is a need to understand what appeals to urban customers may not be
appropriate for their rural counterparts owing to their different lifestyle. The entire
communication and also the vehicles for the communicated message thus have to be different. It
has been noticed that below-the-line communication like alternative and innovative ways of
communication played a key role in building reassurance and trust, and so it is vital.
CHAPTER-11
ROADBLOCKS OF INDIAN RURAL MARKETING
Transportation Warehousing
Availability of
appropriate
media
Communication
Village
Structure in
India
CHAPTER-12
COMPANIES INVOLVE IN RURAL MARKETING
•The popular image of a rural consumer is of one who has limited educational background, is
exposed to limited products and brands, chooses price over quality, and is influenced by word-of-
mouth communication. There is also the view that a rural consumer is no different from his urban
counterpart. Changing consumption patterns reflect the evolving lifestyle of rural consumers.
•Examining the lifestyle of the rural consumer helps to understand the consumption pattern and
the influence of the environment on consumer behavior.
CHAPTER – 13
UNDERSTANDING RURAL CONSUMER
CHAPTER-14
SOME SUCCESS STORIES of RURAL
MARKETING
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 be the latest slogan. Go and meet the villagers and ask them what they want. Create the products and
services that is relevant to their needs and it is the high time for the companies to focus, luxuries as necessities for
the Indian rural customers.
SUGGESTIONS
•The rural advertising needs some innovative and alternative media to woo the
customers.
•Proper utilization of resources required.
•Marketers can overcome these barriers and explore the opportunities lying untapped in
rural market to achieve organizational goal-profit maximization.
BOOKS
● Rural Marketing by “Pradeep Kashyap”
MAGAZINE
● A Light of hope for Rural India.
WEBSITE
1. www.slideshare.com
2. www.msn.com
CHAPTER-16
BIBLIOGRAPHY
Rural marketing ppt

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Rural marketing ppt

  • 1.
  • 2. Marketing: 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 consumers want it. Rural Marketing: Rural marketing is now a two-way marketing process. There is inflow of products into rural markets for production or consumption and there is also outflow of products to urban areas. The urban to rural flow consists of agricultural inputs, fast-moving consumer goods (FMCG) such as soaps, detergents, cosmetics, textiles, and so on. The rural to urban flow consists of agricultural produce such as rice, wheat, sugar, and cotton. There is also a movement of rural products within rural areas for consumption
  • 3. MARKETING PROCESS IN RURAL MARKETING • Major part of rural marketing. Includes transactions of urban marketers who sell their goods and services in rural areas pesticides, fertilizers, FMCG products, tractors, bicycles, consumer durables, etc. URBAN TO RURAL • Basically falls under agricultural marketing. A rural producer seeks to sell his produce in urban market like seeds, fruits and vegetables, forest produce, spices, milk and related products, etc. RURAL TO URBAN • Includes the activities that take place between two villages in close proximity to each other like agricultural tools, handicrafts, dress materials, bullock carts, etc. RURAL TO RURAL
  • 4. CHAPTER- 2 EVOLUTION OF RURAL MARKETING PHASE ORIGIN FUNCTION MAJOR PRODUCT SOURCE MARKET DESTINATION MARKET Phase I Before mid1960(From independence to Green revolution) Agricultural Marketing Agricultural produce Rural Urban Phase II Mid sixties (Green revolution to Pre- liberalization period) Marketing of Agricultural inputs Agricultural inputs Urban Rural Phase III Mid nineties(Post- liberalization period in 20th century) Rural Marketing Consumables and durables for consumption and production Urban and rural Rural Phase IV 21st century Developmental Marketing All products and services Urban and rural Urban and rural
  • 5. RESEARCH SEGMENTATION LIFESTYLE ANALYSIS PROFILE STUDY DEFINING NEEDS TARGET MARKET MARKETING MIX IMPLEMENTATION CONTROL CHAPTER-3 Rural Marketing Model
  • 6. CHAPTER – 4 MARKETING MIX OF RURAL MARKETING PRODUCT PRICE PLACE PROMOTION
  • 7. The concept of Rural Marketing in India Economy has always played an influential role in the lives of people. In India, leaving out a few metropolitan cities, all the districts and industrial townships are connected with rural markets. The rural market in India is not a separate entity in itself and it is highly influenced by the sociological and behavioral factors operating in the country. The rural population in India accounts for around 627 million, which is exactly 74.3 percent of the total population. The rural market in India brings in bigger revenues in the country, as the rural regions comprise of the maximum consumers in this country. The rural market in Indian economy generates almost more than half of the country's income. CHAPTER-5 RURAL MARKETING IN INDIAN ECONOMY
  • 8. CHAPTER6-SIGNIFICANCE OF RURAL MARKETING If you meet a sales executive today and ask which market he would prefer to serve, the immediate answer would be, “Rural Markets” as they are still unexploited. A number of factors have been recognized as responsible for the rural market boom. Some of them are: 1.Increase in population, and hence increase in demand. The rural population in 1971 was 43.80 crores, which increased to 50.20 crores in 1981, 60.21 crores in 1991 and 66.0 crores in 2001. 2. A marked increase in the rural income due to agrarian prosperity. 3. Large inflow of investment for rural development programmes from government and other sources. 4. Increased contact of rural people with their urban counterparts due to development of transport and a wide communication network. 5. Increase in literacy and educational level among rural folks, and the resultant inclination to lead sophisticated lives. 6. Inflow of foreign remittances and foreign made goods in rural areas.
  • 9. CHAPTER-7 DIFFERENCE BETWEEN RURALAND URBAN MARKET S.NO Aspect Urban Rural 1. Philosophy Marketing and societal Concepts, Green marketing and relationship marketing. Marketing and societal concepts, development marketing, and relationship marketing 2. Market (a) Demand (b) Competition (c) Consumers Location - Literacy - Income - Expenditure - Needs - Innovation adoption High Among units in Organized sector Concentrated High High Planned, Even High level Faster Low Mostly from unorganized Units Widely spread Low Low Seasonal variations Low level slow 3. Product - Awareness - Concept - Positioning - Usage method - Quality preference - Features High Known Easy Easily grasped Good Important Low Less known Difficult Difficult to grasp Moderate Less important
  • 10. CHAPTER-8 VALUE ADDITION TO RURAL MARKETING
  • 11. VALUE ADDITION TO RURAL MARKETING After understanding the differences between rural and urban market, it is essential to understand the needs of rural people and redesign marketing plan to make it more rural specific. The following points must be strongly considered; 1. Know the importance of women. 2. Offer small unit packing. JK Dairy Top sachets revolutionized the market. 3. Reinforce product quality through service initiatives. Hero Honda has established mobile service centers to take care of rural customers. 4. Establish one-to-one communication channels. Reckit & Colman uses NGOs in rural area to educate customers about product benefits. 5. Use local idioms to convey your message in a meaningful context. 6. Core values of brand must strike the consumer. 7. Go rural and be rural. 8. Groom a separate set of professionals more conversant with the rural markets.
  • 12. CHAPTER-9 FACTORS CONTRIBUTING CHANGE IN RURAL MARKETING Emerging Role of Bio-Tech. in Indian Agriculture Sector Rural Communication Development programmes Green Revolution
  • 13. CHAPTER-10 ROLE OF MEDIA IN RURAL MARKETING The growth in conventional media has been quite significant; however, it has not been substantial. Rural India consists of about 127 million households of which only 54% comes in contact with any of the conventional media, like press, TV, satellite, radio or cinema. That means roughly 238 million are waiting to be tapped by the conventional media. No wonder, rural India is a marketer and advertiser’s El Dorado. It should be acknowledged that different media mix is needed to convey messages to rural consumers. There is a need to understand what appeals to urban customers may not be appropriate for their rural counterparts owing to their different lifestyle. The entire communication and also the vehicles for the communicated message thus have to be different. It has been noticed that below-the-line communication like alternative and innovative ways of communication played a key role in building reassurance and trust, and so it is vital.
  • 14. CHAPTER-11 ROADBLOCKS OF INDIAN RURAL MARKETING Transportation Warehousing Availability of appropriate media Communication Village Structure in India
  • 16. •The popular image of a rural consumer is of one who has limited educational background, is exposed to limited products and brands, chooses price over quality, and is influenced by word-of- mouth communication. There is also the view that a rural consumer is no different from his urban counterpart. Changing consumption patterns reflect the evolving lifestyle of rural consumers. •Examining the lifestyle of the rural consumer helps to understand the consumption pattern and the influence of the environment on consumer behavior. CHAPTER – 13 UNDERSTANDING RURAL CONSUMER
  • 17. CHAPTER-14 SOME SUCCESS STORIES of RURAL MARKETING
  • 18. 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 be the latest slogan. Go and meet the villagers and ask them what they want. Create the products and services that is relevant to their needs and it is the high time for the companies to focus, luxuries as necessities for the Indian rural customers. SUGGESTIONS •The rural advertising needs some innovative and alternative media to woo the customers. •Proper utilization of resources required. •Marketers can overcome these barriers and explore the opportunities lying untapped in rural market to achieve organizational goal-profit maximization.
  • 19. BOOKS ● Rural Marketing by “Pradeep Kashyap” MAGAZINE ● A Light of hope for Rural India. WEBSITE 1. www.slideshare.com 2. www.msn.com CHAPTER-16 BIBLIOGRAPHY