This document discusses rural banking initiatives that can be taken by Punjab National Bank in India. It segments the target rural market based on location, occupation, age, and lifestyle. The target market is rural India, which has 69% of the population but only 15% of bank accounts. To position itself, PNB will offer "anytime, anywhere, anyhow" banking services. This includes products like loans, insurance, remittance, savings, pensions, and credit cards. The marketing mix will involve expanding branches and agents in rural areas, lowering interest rates, and promoting services through rural seminars and advertisements.