Rural market segmentation and Targeting & Rural Marketing ResearchArsh Koul
This document discusses rural marketing segmentation and targeting. It defines rural marketing and different types of market segmentation including geographic, demographic, psychographic, behavioral, and multi-attribute segmentation. It emphasizes evaluating segments based on attractiveness and company objectives/resources before selecting target segments. The document also discusses differentiated vs undifferentiated marketing strategies and advantages of a multi-segment strategy over a single segment strategy for rural markets.
The document presents information on rural marketing in India. It defines rural areas and provides facts about the rural market, including that 70% of India's population lives in rural areas. It then discusses the meaning and evolution of rural marketing. The document outlines some key innovations in rural marketing, such as product innovations, pricing strategies, promotion methods, and packaging innovations. It provides examples of specific rural marketing innovations by companies. In conclusion, it states that rural India has significant untapped potential for companies and growth can be achieved through proper strategies and technologies.
This document provides an overview of rural marketing in India. It discusses the evolution and attractiveness of rural markets, opportunities they present, and some common myths. Key opportunities include India's large rural population, rising rural incomes, and government programs increasing agriculture spending. However, rural markets also face challenges related to infrastructure, distribution, promotion, and understanding diverse rural consumer needs. Successful strategies include increasing availability through innovative last-mile distribution, ensuring affordability through small packs, promoting acceptability of products suited to rural areas, and raising awareness through local opinion leaders and traditional media. The example of ITC e-Choupal demonstrates how these strategies can be effectively implemented.
Presentation talks about the consumer of rural India, facts and figure of rural India, their buying behavior, and also factors affecting decision making process and many more.
To provide the farmer with a package of inputs and services for optimum utilization of balanced primary nutrients; plant protection chemicals; water; seeds; post-harvest services; and to develop a genuine partnership with the farm.
This document discusses channel management decisions in marketing. It covers selecting, motivating, and evaluating channel members. It describes different types of channel systems like vertical marketing systems, horizontal marketing systems, and multi-channel marketing systems. It also discusses causes of channel conflict and ways to manage conflict, such as establishing super-ordinate goals and exchanging staff between channel levels. The document provides examples and selection criteria for different channel member roles like carrying and forwarding agents and distributors. It also analyzes power sources for motivating channel members.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
The document defines opinion leadership as the informal influence one person, called an opinion leader, has over others in regards to product consumption and attitudes. Opinion leaders are knowledgeable about products, their advice is taken seriously by others similar to them, and they actively share information through word-of-mouth communication. Examples are provided of how opinion leadership can influence decisions around cars, cameras, home improvements, and school selection.
Rural market segmentation and Targeting & Rural Marketing ResearchArsh Koul
This document discusses rural marketing segmentation and targeting. It defines rural marketing and different types of market segmentation including geographic, demographic, psychographic, behavioral, and multi-attribute segmentation. It emphasizes evaluating segments based on attractiveness and company objectives/resources before selecting target segments. The document also discusses differentiated vs undifferentiated marketing strategies and advantages of a multi-segment strategy over a single segment strategy for rural markets.
The document presents information on rural marketing in India. It defines rural areas and provides facts about the rural market, including that 70% of India's population lives in rural areas. It then discusses the meaning and evolution of rural marketing. The document outlines some key innovations in rural marketing, such as product innovations, pricing strategies, promotion methods, and packaging innovations. It provides examples of specific rural marketing innovations by companies. In conclusion, it states that rural India has significant untapped potential for companies and growth can be achieved through proper strategies and technologies.
This document provides an overview of rural marketing in India. It discusses the evolution and attractiveness of rural markets, opportunities they present, and some common myths. Key opportunities include India's large rural population, rising rural incomes, and government programs increasing agriculture spending. However, rural markets also face challenges related to infrastructure, distribution, promotion, and understanding diverse rural consumer needs. Successful strategies include increasing availability through innovative last-mile distribution, ensuring affordability through small packs, promoting acceptability of products suited to rural areas, and raising awareness through local opinion leaders and traditional media. The example of ITC e-Choupal demonstrates how these strategies can be effectively implemented.
Presentation talks about the consumer of rural India, facts and figure of rural India, their buying behavior, and also factors affecting decision making process and many more.
To provide the farmer with a package of inputs and services for optimum utilization of balanced primary nutrients; plant protection chemicals; water; seeds; post-harvest services; and to develop a genuine partnership with the farm.
This document discusses channel management decisions in marketing. It covers selecting, motivating, and evaluating channel members. It describes different types of channel systems like vertical marketing systems, horizontal marketing systems, and multi-channel marketing systems. It also discusses causes of channel conflict and ways to manage conflict, such as establishing super-ordinate goals and exchanging staff between channel levels. The document provides examples and selection criteria for different channel member roles like carrying and forwarding agents and distributors. It also analyzes power sources for motivating channel members.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
The document defines opinion leadership as the informal influence one person, called an opinion leader, has over others in regards to product consumption and attitudes. Opinion leaders are knowledgeable about products, their advice is taken seriously by others similar to them, and they actively share information through word-of-mouth communication. Examples are provided of how opinion leadership can influence decisions around cars, cameras, home improvements, and school selection.
The document provides an overview of rural marketing in India. It discusses:
1) Rural marketing is becoming increasingly important as rural markets outpace urban markets in growth. Many companies have made inroads into rural India.
2) Rural consumers have different characteristics than urban consumers due to factors like occupation, income sources, and lifestyle. Their buying behavior is influenced by their culture, reference groups, and available information.
3) Rural and urban markets differ in terms of population density, infrastructure, income stability, and other factors. Marketers must tailor their approaches to address the specific constraints of rural areas.
This document discusses rural communication strategies. It outlines traditional and mass media that can be used, including television, radio, print, folk theatre, puppetry, and demonstrations. Non-conventional media like wall paintings, mail to opinion leaders, and stalls at village fairs are effective. Factors like audience profile, preferences, and behaviors impact effectiveness. Challenges include low literacy, diversity, customs, and spending. Effective strategies include audio/visual, tailored communication, opinion leaders, symbols, and information and communication technologies.
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
This document summarizes key aspects of the rural marketing environment in India based on Chapter 2 of the textbook "Rural Marketing, 2e". It describes the evolution of rural marketing through four phases from an unorganized market to initiatives focused on rural development. It then analyzes the rural demographic, physical, social, cultural, political, and technological environment. Finally, it examines the rural economic structure including the farm and non-farm sectors, rural enterprises, migration trends, income and expenditure patterns, and changing consumption patterns in rural India.
Sales & Distribution Management- nature, recruitment and seelction, training and compensation of sales people, sales cost and sales meetings,
Channel flows, sales territories, role of logistics
This document discusses pricing strategies and factors that influence pricing decisions. It identifies internal factors like costs and objectives, and external factors like customers, suppliers, and competitors. It then describes several pricing strategies such as optional product pricing, captive product pricing, product bundle pricing, penetration pricing, economy pricing, value pricing, coinage pricing, and psychological pricing. It also discusses discounts, allowances, and discriminatory pricing based on customer segments, product forms, and locations.
The document discusses industrial buying behavior and processes. It begins by explaining how industrial buying differs from consumer buying in that it involves the purchase of machinery, materials, and services for organizational use rather than direct consumption. Industrial buying is a complex process that typically involves multiple participants in the buying center, including initiators, users, influencers, and gatekeepers. There are three main types of industrial buying situations: straight rebuy, modified rebuy, and new tasks. The buying process generally involves recognizing needs, specifying requirements, searching for suppliers, analyzing proposals, selecting suppliers, and post-purchase evaluation. Decision making power is shared among a decision-making unit (DMU) comprising various roles within the organization. Key factors that influence
The document discusses rural marketing in India. It defines rural marketing and describes the two-way flow of products between rural and urban areas. Rural marketing involves transactions between urban marketers and rural consumers as well as agricultural marketing from rural producers to urban markets. Rural marketing has evolved over phases from agricultural marketing pre-1960s to developmental marketing in the 21st century. Key aspects of rural marketing include segmentation, lifestyle analysis, and defining target markets. The rural market plays a significant role in the Indian economy as rural areas account for 74% of India's population and over half of India's income.
ITC Chaupal Bazaar, Tata Kisan Sansar, Hariyali Kisan Bazaar, and Godrej Aadhaar are initiatives aimed at revolutionizing rural marketing in India. They provide farmers with access to information, inputs, financing, market linkages, and other services through rural kiosks and stores. The programs install internet-enabled computers in villages, offer agricultural advice and prices to farmers, and link them directly with procurement centers. This helps empower farmers, improve their productivity and incomes, and promotes inclusive rural development.
The document outlines a step-by-step process for rural market segmentation and targeting, including conducting research, lifestyle analysis, defining consumer needs, developing profiles, selecting target markets, designing the marketing mix, implementation, and control. It emphasizes adapting to rural consumers' diverse backgrounds, lifestyles, and needs to successfully market products in rural areas.
This document discusses rural marketing in India. It begins by defining rural marketing and outlining its key concepts and phases of development. It then describes the scope of rural marketing, including the organized, semi-organized and unorganized sectors. The document also classifies rural markets, discusses the nature and characteristics of rural markets, and outlines the potential and environment of rural markets in India. Overall, the document provides a comprehensive overview of rural marketing in India, from definitions and concepts to market classifications, characteristics, potential and environment.
The document discusses rural marketing in India. It notes that rural areas make up a large portion of India's population and market, and outlines some of the key characteristics of rural consumers including traditional outlooks, rising literacy, and diverse socioeconomic backgrounds. It also discusses challenges of rural marketing like lack of infrastructure and the benefits for companies in tapping this attractive market segment. Specific initiatives by companies like HUL to better reach rural customers through micro-enterprise programs and last-mile distribution networks are also examined.
This document outlines the evolution of rural marketing in India through four phases:
Phase I (prior to 1960) consisted of agricultural marketing and exchanges of crafts and utensils; Phase II (1960-1980) saw the entry of consumer goods companies and changes in rural demand due to the Green Revolution; Phase III (1990-2000) included new service sectors, pro-rural government initiatives, and companies launching rural-focused products; Phase IV (after 2000) featured financial inclusion, media expansion, hiring of rural staff, and improved standards of living through various government programs.
This document discusses topics related to rural marketing in India. It defines rural marketing and provides an overview of concepts like the classification of rural markets, the distinction between rural and urban markets, and the nature and scope of rural markets. It also discusses emerging areas in rural marketing and government schemes to improve rural infrastructure like road connectivity, electrification, and public distribution systems.
This document discusses rural marketing in India. It defines rural marketing as activities where one participant is from a rural area. It explains that companies are increasingly targeting rural markets as they represent untapped potential for mass sales and less competition. Some key factors for success in rural markets include affordability through low prices, generating awareness through radio and demonstrations, ensuring accessibility via mobile vans and campaigns, and gaining acceptance by tailoring advertisements to local perceptions. The document also outlines marketing strategies and innovations for rural areas, and provides statistics on investments being made in the rural market in India, which represents a large portion of the country's population.
This document discusses rural marketing and consumer profiles in India. It notes that rural India houses 75% of new factories and accounts for 70% of new manufacturing jobs. Rural marketing involves marketing inputs and outputs between rural and other areas. Rural consumers have characteristics like low literacy, lower income, brand loyalty, and rely on interpersonal communication. Their buying behavior includes high involvement in purchases, buying in small frequent quantities, valuing quality and functionality, and being influenced by local leaders. Successful rural marketing strategies should consider the 4Ps of marketing - product, price, place, promotion as well as the 4Cs of customer needs and 4As of marketing actions. The document examines products that flourished or failed in rural Indian markets.
This document discusses motivating sales forces at different career stages. It covers motivational theories like Maslow's hierarchy of needs and Herzberg's two-factor theory. The document also discusses how motivation impacts sales force productivity and the different factors that influence it. It analyzes motivating different personality types within the sales force. Finally, it examines motivating salespeople at different career stages from exploration to disengagement and the challenges associated with each stage.
The document discusses rural consumer behaviour in India. It notes that about 70% of India's population lives in rural areas, with rural consumers having low incomes, lack of education, and making purchases in a seasonal basis. Rural consumers are also wary of new products and make purchasing decisions based on what their peers buy. Key factors influencing rural consumer purchases include price sensitivity due to low incomes, product understandability, and advertising through television, radio, pamphlets and price discounts. The buying process for rural consumers includes problem recognition, information search, alternative evaluation, purchase decision and post-purchase behavior.
The document discusses distribution in rural markets, including channel structures and partners. It provides details on:
1) Common rural distribution channel structures involve multiple levels, with producers selling to distributors, wholesalers, and then retailers before reaching customers. Modern retail is also emerging in some rural areas.
2) Key rural channel members include CFAs, redistribution stockists, wholesalers, and retailers like mobile traders.
3) Companies are utilizing various approaches to reach rural customers, such as partnering with cooperative societies, public distribution systems, oil company centers, feeder markets, and festivals/fairs.
4) Distribution practices vary across channels, with differences in sourcing, stocking
1. The document discusses rural marketing in India, defining rural areas as villages with populations under 5,000 and where 75% of males work in agriculture.
2. It outlines key features of rural markets like their large, scattered size; diverse socioeconomic backgrounds; changing demand patterns; and infrastructure challenges. Rural incomes primarily come from agriculture and standards of living are generally low.
3. Strategies for rural marketing success include ensuring product availability, affordability, acceptability, and creating awareness through village events and unconventional media. Small pack sizes, sturdy designs, and brands represented through symbols are recommended.
The document discusses rural marketing in India. It defines rural as areas with populations under 5,000 and where 75% of males work in agriculture. Rural marketing involves all aspects of bringing a farm commodity to market. Key features of rural markets include their large, scattered size; diverse socioeconomics; agriculture-based income; and traditional outlook. The document outlines strategies for rural marketing, including addressing availability, affordability, acceptability, and awareness. It also discusses the rural consumer profile and strategies to motivate rural consumers.
The document provides an overview of rural marketing in India. It discusses:
1) Rural marketing is becoming increasingly important as rural markets outpace urban markets in growth. Many companies have made inroads into rural India.
2) Rural consumers have different characteristics than urban consumers due to factors like occupation, income sources, and lifestyle. Their buying behavior is influenced by their culture, reference groups, and available information.
3) Rural and urban markets differ in terms of population density, infrastructure, income stability, and other factors. Marketers must tailor their approaches to address the specific constraints of rural areas.
This document discusses rural communication strategies. It outlines traditional and mass media that can be used, including television, radio, print, folk theatre, puppetry, and demonstrations. Non-conventional media like wall paintings, mail to opinion leaders, and stalls at village fairs are effective. Factors like audience profile, preferences, and behaviors impact effectiveness. Challenges include low literacy, diversity, customs, and spending. Effective strategies include audio/visual, tailored communication, opinion leaders, symbols, and information and communication technologies.
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
This document summarizes key aspects of the rural marketing environment in India based on Chapter 2 of the textbook "Rural Marketing, 2e". It describes the evolution of rural marketing through four phases from an unorganized market to initiatives focused on rural development. It then analyzes the rural demographic, physical, social, cultural, political, and technological environment. Finally, it examines the rural economic structure including the farm and non-farm sectors, rural enterprises, migration trends, income and expenditure patterns, and changing consumption patterns in rural India.
Sales & Distribution Management- nature, recruitment and seelction, training and compensation of sales people, sales cost and sales meetings,
Channel flows, sales territories, role of logistics
This document discusses pricing strategies and factors that influence pricing decisions. It identifies internal factors like costs and objectives, and external factors like customers, suppliers, and competitors. It then describes several pricing strategies such as optional product pricing, captive product pricing, product bundle pricing, penetration pricing, economy pricing, value pricing, coinage pricing, and psychological pricing. It also discusses discounts, allowances, and discriminatory pricing based on customer segments, product forms, and locations.
The document discusses industrial buying behavior and processes. It begins by explaining how industrial buying differs from consumer buying in that it involves the purchase of machinery, materials, and services for organizational use rather than direct consumption. Industrial buying is a complex process that typically involves multiple participants in the buying center, including initiators, users, influencers, and gatekeepers. There are three main types of industrial buying situations: straight rebuy, modified rebuy, and new tasks. The buying process generally involves recognizing needs, specifying requirements, searching for suppliers, analyzing proposals, selecting suppliers, and post-purchase evaluation. Decision making power is shared among a decision-making unit (DMU) comprising various roles within the organization. Key factors that influence
The document discusses rural marketing in India. It defines rural marketing and describes the two-way flow of products between rural and urban areas. Rural marketing involves transactions between urban marketers and rural consumers as well as agricultural marketing from rural producers to urban markets. Rural marketing has evolved over phases from agricultural marketing pre-1960s to developmental marketing in the 21st century. Key aspects of rural marketing include segmentation, lifestyle analysis, and defining target markets. The rural market plays a significant role in the Indian economy as rural areas account for 74% of India's population and over half of India's income.
ITC Chaupal Bazaar, Tata Kisan Sansar, Hariyali Kisan Bazaar, and Godrej Aadhaar are initiatives aimed at revolutionizing rural marketing in India. They provide farmers with access to information, inputs, financing, market linkages, and other services through rural kiosks and stores. The programs install internet-enabled computers in villages, offer agricultural advice and prices to farmers, and link them directly with procurement centers. This helps empower farmers, improve their productivity and incomes, and promotes inclusive rural development.
The document outlines a step-by-step process for rural market segmentation and targeting, including conducting research, lifestyle analysis, defining consumer needs, developing profiles, selecting target markets, designing the marketing mix, implementation, and control. It emphasizes adapting to rural consumers' diverse backgrounds, lifestyles, and needs to successfully market products in rural areas.
This document discusses rural marketing in India. It begins by defining rural marketing and outlining its key concepts and phases of development. It then describes the scope of rural marketing, including the organized, semi-organized and unorganized sectors. The document also classifies rural markets, discusses the nature and characteristics of rural markets, and outlines the potential and environment of rural markets in India. Overall, the document provides a comprehensive overview of rural marketing in India, from definitions and concepts to market classifications, characteristics, potential and environment.
The document discusses rural marketing in India. It notes that rural areas make up a large portion of India's population and market, and outlines some of the key characteristics of rural consumers including traditional outlooks, rising literacy, and diverse socioeconomic backgrounds. It also discusses challenges of rural marketing like lack of infrastructure and the benefits for companies in tapping this attractive market segment. Specific initiatives by companies like HUL to better reach rural customers through micro-enterprise programs and last-mile distribution networks are also examined.
This document outlines the evolution of rural marketing in India through four phases:
Phase I (prior to 1960) consisted of agricultural marketing and exchanges of crafts and utensils; Phase II (1960-1980) saw the entry of consumer goods companies and changes in rural demand due to the Green Revolution; Phase III (1990-2000) included new service sectors, pro-rural government initiatives, and companies launching rural-focused products; Phase IV (after 2000) featured financial inclusion, media expansion, hiring of rural staff, and improved standards of living through various government programs.
This document discusses topics related to rural marketing in India. It defines rural marketing and provides an overview of concepts like the classification of rural markets, the distinction between rural and urban markets, and the nature and scope of rural markets. It also discusses emerging areas in rural marketing and government schemes to improve rural infrastructure like road connectivity, electrification, and public distribution systems.
This document discusses rural marketing in India. It defines rural marketing as activities where one participant is from a rural area. It explains that companies are increasingly targeting rural markets as they represent untapped potential for mass sales and less competition. Some key factors for success in rural markets include affordability through low prices, generating awareness through radio and demonstrations, ensuring accessibility via mobile vans and campaigns, and gaining acceptance by tailoring advertisements to local perceptions. The document also outlines marketing strategies and innovations for rural areas, and provides statistics on investments being made in the rural market in India, which represents a large portion of the country's population.
This document discusses rural marketing and consumer profiles in India. It notes that rural India houses 75% of new factories and accounts for 70% of new manufacturing jobs. Rural marketing involves marketing inputs and outputs between rural and other areas. Rural consumers have characteristics like low literacy, lower income, brand loyalty, and rely on interpersonal communication. Their buying behavior includes high involvement in purchases, buying in small frequent quantities, valuing quality and functionality, and being influenced by local leaders. Successful rural marketing strategies should consider the 4Ps of marketing - product, price, place, promotion as well as the 4Cs of customer needs and 4As of marketing actions. The document examines products that flourished or failed in rural Indian markets.
This document discusses motivating sales forces at different career stages. It covers motivational theories like Maslow's hierarchy of needs and Herzberg's two-factor theory. The document also discusses how motivation impacts sales force productivity and the different factors that influence it. It analyzes motivating different personality types within the sales force. Finally, it examines motivating salespeople at different career stages from exploration to disengagement and the challenges associated with each stage.
The document discusses rural consumer behaviour in India. It notes that about 70% of India's population lives in rural areas, with rural consumers having low incomes, lack of education, and making purchases in a seasonal basis. Rural consumers are also wary of new products and make purchasing decisions based on what their peers buy. Key factors influencing rural consumer purchases include price sensitivity due to low incomes, product understandability, and advertising through television, radio, pamphlets and price discounts. The buying process for rural consumers includes problem recognition, information search, alternative evaluation, purchase decision and post-purchase behavior.
The document discusses distribution in rural markets, including channel structures and partners. It provides details on:
1) Common rural distribution channel structures involve multiple levels, with producers selling to distributors, wholesalers, and then retailers before reaching customers. Modern retail is also emerging in some rural areas.
2) Key rural channel members include CFAs, redistribution stockists, wholesalers, and retailers like mobile traders.
3) Companies are utilizing various approaches to reach rural customers, such as partnering with cooperative societies, public distribution systems, oil company centers, feeder markets, and festivals/fairs.
4) Distribution practices vary across channels, with differences in sourcing, stocking
1. The document discusses rural marketing in India, defining rural areas as villages with populations under 5,000 and where 75% of males work in agriculture.
2. It outlines key features of rural markets like their large, scattered size; diverse socioeconomic backgrounds; changing demand patterns; and infrastructure challenges. Rural incomes primarily come from agriculture and standards of living are generally low.
3. Strategies for rural marketing success include ensuring product availability, affordability, acceptability, and creating awareness through village events and unconventional media. Small pack sizes, sturdy designs, and brands represented through symbols are recommended.
The document discusses rural marketing in India. It defines rural as areas with populations under 5,000 and where 75% of males work in agriculture. Rural marketing involves all aspects of bringing a farm commodity to market. Key features of rural markets include their large, scattered size; diverse socioeconomics; agriculture-based income; and traditional outlook. The document outlines strategies for rural marketing, including addressing availability, affordability, acceptability, and awareness. It also discusses the rural consumer profile and strategies to motivate rural consumers.
Rural marketing in India is growing in importance as rural populations and incomes rise. Some key points:
- Rural markets now account for over 50% of sales for many FMCG products and are growing faster than urban markets.
- Many major companies have implemented rural marketing strategies like training rural sales agents (Hindustan Unilever) or building rural retail stores (ITC).
- Rural consumers have different characteristics than urban consumers in terms of occupation, income sources, media access, and brand awareness. Successful rural marketing requires understanding rural consumer behavior.
- Segmenting the rural market by factors like geography, demographics, and behaviors is important for effective targeting and positioning of products. Companies must consider
This document discusses rural marketing environment and factors influencing rural consumer behavior. It defines rural marketing environment as the sum of external factors surrounding a rural marketing organization, including social, economic, ethical, political, physical and technological factors.
Some key points made in the document are:
1) Social factors like sociological, anthropological and psychological aspects influence rural consumer habits, tastes and lifestyles.
2) Economic factors like competition, consumers, prices, ethics, politics, infrastructure and technology shape rural marketing strategies.
3) Factors influencing rural consumer behavior include their environment, culture, social class, personal characteristics, and marketing mix elements.
The presentation on rural marketing with which we won the national level paper presentation FUTECH 2012. and appreciated for being innovative, and thinking out of the box
This document provides an overview of agribusiness and rural marketing in India. It defines rural marketing and discusses the scope and components of rural markets. Key points include:
- Rural marketing involves all operations related to moving farm products from farms to consumers, including pre- and post-harvest activities.
- Rural markets have potential for banking, healthcare, telecom, automotive, and other services.
- Agribusiness refers to commercializing agriculture through a market-oriented approach. Issues in India include food wastage, low processing rates, and an underdeveloped cold chain system.
- Rural and urban markets differ in factors like population size/density, occupations, media reach, and approach (rural
This document provides an overview of rural marketing in India. It discusses the evolution of rural marketing from the 1960s to present day, characteristics of rural markets, importance and scope of rural marketing, differences between rural and urban consumers, factors influencing rural consumer behavior, and rural consumer tastes compared to urban tastes. Key points include that 75% of India's population lives in rural areas, rural markets have high growth potential, environmental, personal, psychological, cultural and social factors all influence rural consumer behavior, and rural consumers prefer bold colors and entertainment like folk performances compared to urban preferences.
This document discusses the rural market in India. Some key points:
- Rural India constitutes 69% of India's population and has seen growing incomes and consumption.
- Rural markets now account for significant portions of sales across many product categories like FMCG goods, motorcycles, cigarettes.
- Factors driving rural market growth include increasing rural incomes, education levels, IT and infrastructure development, and government policies promoting rural development.
- Reaching rural consumers requires tailored marketing strategies that consider local languages, culture, purchasing behaviors. Promotions through TV, word of mouth, and community events are important.
- Some companies have found success targeting rural consumers through affordable product sizes, distribution models, and relevant celebrity
The document discusses rural marketing in India. It defines rural marketing and discusses the rural consumer market, including classifications of rural consumers based on economic status. It also covers characteristics of rural consumers and marketing challenges in rural areas. Some key points made include that rural marketing became important after economic liberalization in the 1990s in India, and that understanding rural consumers who differ from urban consumers is a main challenge for marketers. Distribution remains a large problem for reaching rural areas due to infrastructure issues and remoteness. The document also provides examples of successful rural marketing strategies and initiatives by companies like ITC and HUL.
Rural marketing in India presents unique opportunities and challenges:
1. The rural population is over 700 million people scattered across 600,000 villages, creating a large potential market.
2. Rural incomes and purchasing power are rising as the economy grows, increasing demand for traditional and branded products alike.
3. Infrastructure like roads, electricity, and communications are developing in rural areas, expanding the scope for rural marketing.
RURAL MARKETING DOCUMENTARY@RAVENSHAW UNIVERSITY AVILASH MOHAPATRAAvilash Mohapatra
This document discusses rural marketing strategies in India. It notes that rural markets offer large potential due to their size and growing incomes. However, rural consumers have different behaviors and needs than urban consumers due to factors like lower literacy, occupation in agriculture, and lack of infrastructure. Successful rural marketing requires understanding these differences and segmenting the rural market. Strategies discussed include developing small, affordable product packages; sturdy products that can withstand infrastructure issues; and promoting brands through local leaders.
The document discusses the rural consumer market in India. It notes that around 70% of India's population lives in rural areas, consisting of over 600,000 villages. Rural consumers exhibit diverse behaviors and reactions to products compared to urban consumers. Their purchase decisions depend on the availability, affordability, acceptability, and their awareness of products. Various government programs have helped increase rural incomes and living standards over time. Marketers must properly understand rural consumers, segment the market, and tailor their products, pricing, distribution, and promotion strategies to be effective in rural India.
Rural marketing involves assessing, stimulating, and converting purchasing power in rural areas to create demand for products and services. India's vast rural market offers potential for marketers facing urban competition. Rural consumers have customs and behaviors that differ from urban areas. Improving rural incomes, infrastructure, health, education, and employment opportunities can help realize the vision of a modern rural economy. Marketers have entered rural markets by extending existing product distributions or developing separate rural strategies. The growing interest in rural markets is due to their large size, untapped potential, and increasing incomes.
This document discusses rural retailing in India and the opportunities it presents. It notes that while urban markets were initially the focus, they became saturated forcing companies to look to rural markets. Rural markets account for 70% of India's population and present significant potential for growth. Characteristics of rural markets include increasing incomes, literacy rates, and family sizes. This has led to rising consumption, especially of factory produced goods, in rural areas presenting lucrative opportunities for retailers.
Rural marketing refers to activities undertaken by companies to encourage rural populations to convert their purchasing power into demand for goods and services. Over 70% of India's population lives in rural areas, which are scattered across thousands of villages. While rural populations have traditionally had lower standards of living, infrastructure development and rising incomes have increased rural purchasing power in recent decades. However, rural markets remain seasonal, price-sensitive, and challenging for marketers due to factors like low product exposure, traditional mindsets, and heterogeneous consumer characteristics across different rural communities.
Rural marketing involves assessing, stimulating, and converting rural consumers' purchasing power into effective demand for specific products and services. It is a two-way process involving both urban to rural and rural to urban transactions.
Rural markets are characterized by a large population, agriculture-based occupations, low income and literacy, traditional outlook, and inadequate infrastructure. Key factors affecting rural consumer behavior include psychological, personal, situational, economic, and socio-cultural influences.
The marketing mix, or 4Ps, refers to product, price, promotion, and place strategies used by companies to market brands in rural areas. Products go through different life cycle stages from introduction to growth, maturity, saturation, and decline. Rural
The rural marketing environment in India has several key characteristics:
1. The rural market is huge, with over 63 crore consumers spread across 5.7 lakh villages across the country, but it is also scattered and isolated due to poor infrastructure.
2. Rural consumers have traditionally low standards of living, are attached to traditional customs, and have diverse socioeconomic disadvantages across regions.
3. Infrastructure like transportation, warehouses, and communication facilities is inadequate in most rural areas, making physical distribution of goods difficult and costly.
Promotional strategy of fmcg company in rural marketPreetam Kumar
This document discusses the evolution of rural marketing in India and reasons for companies to target rural markets. It outlines 4 phases of rural marketing: pre-1960s focused on agricultural products; 1960s-1990s saw growth of agricultural inputs; 1990s-2000s saw expansion to household goods; and post-2000s where rural marketing has become a key focus. Key reasons for companies to target rural markets include saturation in urban areas, the large untapped rural population, and rising rural incomes driving demand for consumer products.
This document provides an overview of rural marketing in India. It discusses how rural markets have evolved over time from primarily marketing agricultural produce to now including household consumables and durables. Rural markets present both opportunities and challenges for marketers. Some key points made in the document include:
- Rural markets now outpace urban markets in growth and present a significant business potential.
- However, rural markets also have problems like vastness, low incomes, and inadequate infrastructure that make them difficult to operate in.
- Marketers have found innovative solutions like using local sales agents and partnering with retailers to better reach rural customers.
This document discusses rural markets in India, with a focus on the Mewat region. Some key points:
- Rural areas account for 72% of India's population but have low infrastructure development and literacy.
- The rural telecom market in Mewat has low penetration rates, with 1-2 mobile phones per family of 8 members who recharge about once every 10-15 days.
- Reaching rural consumers and distributing products in these areas presents significant challenges due to low population densities, socio-cultural factors, and lack of infrastructure and distribution channels.
- Developing an effective rural communications strategy using local languages and traditions is important to market products and services in rural India.
This document provides an overview of agricultural marketing in India. It defines agricultural marketing and outlines the various classifications of agricultural markets based on location, area coverage, time span, transaction volume, nature of transactions, number of commodities traded, degree of competition, and level of public intervention. It also describes the primary and secondary marketing functions and the private agencies involved in agricultural marketing. Finally, it discusses agricultural marketing channels, innovative direct marketing approaches, and the needs and types of agricultural credit.
1. Markets can be classified in various ways including by location, area, time span, volume of transactions, nature of transactions, number of commodities traded, and degree of competition.
2. Key types of markets by location are village markets, primary and secondary wholesale markets, terminal markets, and seaboard markets.
3. Markets also differ based on whether they involve short-term, long-term, or secular transactions, as well as whether transactions are wholesale or retail in volume.
This document discusses how commodities have emerged as a distinct asset class with the advent of commodity futures markets. It notes that commodity futures allow individual investors to participate in commodities through leverage. Commodities offer advantages like leverage, liquidity, returns, diversification, and inflation hedging which make them an attractive asset class. However, commodities in India are still highly correlated with equities, contradicting their diversification benefits in developed markets. Overall, the document analyzes how commodity futures have simplified participation in commodities and the characteristics that establish them as a distinct investment class.
This document provides guidelines for preparing final manuscripts accepted for publication in the International Journal of Agriculture and Environmental Research. It describes the formatting requirements, including:
- Using a double-spaced two-column format in Times New Roman font.
- Placing the title and authors' names in bold 16 pt and 12 pt font respectively, with authors' affiliations below.
- Limiting the abstract to 50-200 words in bold 12 pt font and including 5 keywords in alphabetical order.
- Structuring the body with clearly labeled sections, subsections, and conclusions, avoiding more than one subsection level deep.
- Properly citing figures, tables, and references in the correct format.
This document contains 30 multiple choice questions related to agriculture. The questions cover topics like highest banana productivity in India, mango varieties, color development in chillies, insect pests of different vegetable crops, cut flower demand, plant diseases and their causal organisms, methods of integrated pest management, and calculations of insecticide concentrations. An exam is being practiced with these agriculture MCQs.
This document contains 30 multiple choice questions related to agriculture. The questions cover topics like highest banana productivity in India, mango varieties, color development in chillies, insect pests of different vegetable crops, cut flower demand, plant diseases and their causal organisms, methods of integrated pest management, and calculations of insecticide concentrations. An exam is being practiced with these agriculture MCQs.
This document contains 28 multiple choice questions related to agriculture. The questions cover topics like soil science, plant nutrition, plant physiology, genetics and breeding. For each question, 4 answer options are provided. This appears to be a practice test for a competitive exam on agriculture.
This document contains 29 multiple choice questions related to agriculture. The questions cover topics like suitable filler crops for mango orchards, sources of important vitamins and minerals in foods, post-harvest storage conditions for fruits and vegetables, identification of plant diseases and their causal organisms, fungicides and their mode of action, and other concepts in agriculture. Each question is followed by 4 answer options.
This document provides definitions for key terms used in the Industrial Disputes Act, 1947 in India. Some of the key points covered in the definitions include:
- Appropriate Government means the Central Government for industries under its authority and State Government for other industries.
- Industry refers to any systematic activity carried out for production/supply of goods/services.
- Industrial dispute means any dispute between employers and employees regarding employment, terms of employment or work conditions.
- Employer refers to the head of a government department for industries run by government or the chief executive of a local authority.
- Average pay, award, conciliation, employer, and other important terms are also defined.
Production economics & farm maagement pptMowardun Maring
Agricultural economics applies economic principles to issues related to agricultural production, natural resources, and rural development. It focuses on applying principles of microeconomics and seeks to efficiently allocate scarce resources like land, labor, and capital on farms. The field addresses problems faced by farmers, agribusinesses, and the agricultural industry through principles of choice and efficient resource use.
Domestic waste water treatment for agriculture useMowardun Maring
This document discusses a method for treating domestic wastewater for agricultural use. The method involves collecting solid and liquid kitchen waste, grinding the solid waste for composting, and pumping the liquid waste into a heavy settlement tank for purification. The liquid then undergoes sand and gravel filtration, activated charcoal treatment, and chlorination to remove impurities before being stored in an irrigation water tank for farm use. This treatment process allows for the conservation of water resources and reduces the need for chemical fertilizers by up to a great extent by utilizing treated household wastewater for irrigation and composting.
This document provides an overview and contents of the Twelfth Five Year Plan of India. It summarizes that the Indian economy has performed well in the Eleventh Plan period with average GDP growth of 8.2% though slightly lower than the target of 9%. Progress has been made on inclusiveness but more work is needed. Growth has been more broadly shared across states. While poverty has declined, the poverty line was recalibrated and the actual reduction may be less than estimated earlier. Key challenges include sustaining growth, ensuring inclusiveness, and addressing regional imbalances.
To apply for the 23rd batch of the two-year PGDM program in Agri-Business Management at the National Institute of Agricultural Extension Management, applicants must have a bachelor's degree or equivalent with at least 50% marks, a valid CAT 2017 score, and apply by January 1st, 2018. Details on eligibility criteria, selection process, reservations, and application procedures are available on the MANAGE website at www.manage.gov.in.
This document provides information about the Post Graduate Diploma in Management (Agri-Business Management) program offered by CCS National Institute of Agricultural Marketing. Some key details include:
- The 2-year residential program provides management education focused on the agribusiness sector and prepares students for careers in food, retail, exports, and other agribusiness industries.
- The program has an intake of 60 students each year and includes coursework spread over 7 trimesters, summer internships, and a focus on practical skills through projects and corporate interactions.
- The institute is an autonomous organization under the Ministry of Agriculture and Farmers Welfare of India with the aim of strengthening agriculture marketing. It has various
This document provides an overview of the global food retail sector. It discusses different types of retail stores such as hypermarkets, supermarkets, discounters, and convenience stores. The top two regions for retail sales are Europe and North America. Walmart is the largest retailer globally. Major trends include the increasing concentration of sales among the top 10 retailers worldwide, and the expansion of retailers into emerging markets like China and Russia. Retailers are increasingly operating across national borders. The document serves as an introductory handbook on the food retail sector.
Agricultural marketing government programmes and regulations for agribusinessMowardun Maring
The document outlines several government programs and regulations that support agribusiness in India. It discusses programs at both the central and state government levels that provide financing and support for small, medium, and large agribusinesses. It also describes specific schemes like export processing zones, special economic zones, and entrepreneurial training institutes. Finally, it lists several important laws that regulate business activities in India like contracts, companies, trademarks, pollution, and consumer protection.
In retrospect political affairs of manipur from 1946 1952 - dr im singhMowardun Maring
This document provides a first-hand account of political events in Manipur, India from 1946-1952 as recalled by the author. It describes Jawaharlal Nehru gifting the Kabaw Valley region of Manipur to Burma in 1953 against the wishes of Manipuris. It also discusses the emerging modern political scene and figures like Hijam Irabot Singh who brought socialist ideas to Manipur in opposition to the feudal Maharaja. The author recalls attending political meetings as a schoolboy and witnessing the transition of Manipuri culture and politics during this interim period after World War 2.
UPI is a cashless payment system launched by NPCI and regulated by RBI that allows easy money transfer through smartphones. With UPI, consumers can transfer up to Rs. 100,000 per day between bank accounts without needing account details like IFSC code. UPI led to a significant increase in mobile transactions in India after its launch in 2016. It works by linking a user's bank account to a unique UPI ID after downloading an app from their bank, setting a mobile banking PIN. Funds can then be easily received and sent in real-time to other UPI users from multiple banks.
The document summarizes key aspects of the Pradhan Mantri Fasal Bima Yojana (PMFBY) crop insurance scheme launched in India in 2016. Some key points:
- PMFBY aims to provide insurance coverage and financial support to farmers against crop failures from natural calamities at lower premium rates than previous schemes.
- It covers yields losses for notified crops as well as some post-harvest losses. Premium rates are 2% for kharif crops, 1% for rabi crops, and 5% for horticulture.
- The government will bear most of the costs, even up to 90% of the premium. Smart technology will be used to assess claims quickly
Merchandise buying and handling involves identifying suppliers, evaluating them, negotiating purchases, and managing buying functions. The key steps are to identify and contact potential suppliers, evaluate them, negotiate purchases, and have buyers manage the buying process while in-store personnel handle assortments, displays, staffing and sales.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
SUBJECT RURAL MARKETING
1. RURAL MARKETING MANAGEMENT prepared by DP Mowardun MBA ABM
SUBJECT- RURAL MARKETING
CHAPTER 1
Profile of rural marketing
Definition of Rural
Government agencies from IRDA & NCAER define ‘Rural’ as “a village with a population
of less than 5,000 with 75% of the male population engaged in agriculture etc.”
Definition of Rural Marketing
According to National Commission on Agriculture, “Rural marketing is a process which
starts with a decision to produce a salable farm commodity and it involves all the aspects of
market system, and includes pre and post harvest operations i.e. assembling, grading, storage,
transportation and distribution”.
Rural Profile / Features of Rural Market in India
1. Large and scattered market: According to 2001 census rural population is 72% of
total population and it is scattered over a wide range of geographical area.
2. Diverse socio-economic background: This is different in different parts of the
country and brings diversity in rural markets.
3. Changing demand pattern: Demand pattern of rural customer is fast changing due
to increasing in income and credit facilities offered by banks like ‘kisan credit card’.
4. Major income comes from agriculture: About 60% of the rural income is from
agriculture and hence the demand for consumer goods is high during harvesting
season.
5. Saving habits: Rural consumer is now having saving habits due to the efforts of co-
operative and commercial banks.
6. Traditional outlook: Rural customer values old customs and traditions.
7. Low standard of living: Rural consumer have low standard of living because of low
literacy, low per capita income and social backwardness.
8. Poor infrastructure facilities: Facilities like roads, warehouses, communication
system, etc. are inadequate in rural areas. Hence, physical distribution becomes costly.
9. Media reach: The reach of pint media is 10% followed by TV 31%, radio 31% and
cinema 33%.
10. Communication: As per Indian Express report about 6 lakhs villages are without
telephone facilities
11. . Electrification: About 88% of villages have been electrified and rest will soon get
electricity by “Rural Electricity Corporation”.
2. Potential of Rural Market With urban market showing signs of saturation, companies are
excited about the potential of rural India. Some major companies that have focused in the
rural sector are Philips, Parle, Proctor & Gamble, Colgate-Palmolive, Godrej Soap, Bajaj
Auto, TVS, Atlas Cycle and HUL.
Following points indicate the potential of rural markets:
Scope / Attractiveness of Rural Market / Why Companies Go Rural
1. Large Population: According to 2001 census rural population is 72% of total
population and it is scattered over a wide range of geographical area
2. Rising Rural Prosperity: Average income level has improved due to modern
farming practices, contract farming, industrialization, migration to urban areas and
remittance of money by family members settled abroad.
3. Growth in Consumption: There is a growth in purchasing power of or rural
consumers. The average per capita household expenditure is Rs. 382.
4. Changing Lifestyle: Lifestyle of rural consumer changed considerably.
5. Life Cycle Advantage: The products, which have attained the maturity stage in urban
market, are still in growth stage in rural market. E.g. popular soaps, skin cream,
talcum powder, etc.
6. Market Growth Rate Higher than Urban: As per the survey made by NCAER the
growth rate of FMCG market and durables market is higher in rural areas. The rural
market share is more than 50% for products like body talcum powder, toilet soaps
cooking oil, hair oil etc.
7. Rural Marketing is not Expensive: To promote consumer durables inside a state
costs Rs one crore while in urban areas it will costs in millions.
Constraints in Rural Marketing
Vastness and Uneven Growth: India has about five lakhs villages, which are scattered over
a wide range of geographical area, and they are not uniform in size.
1. *Transport Problem: Transportation infrastructure is very poor in rural India.
Though India has the fourth largest railway system in the world, many villages remain
outside the railway network. Many villages have only kaccha roads while many of
rural interiors are very unconnected by roads. Because of this, the physical
distribution is difficult in rural areas.
2. Communication Problems: Communication infrastructure consisting of posts,
telegraphs and telephones is inadequate.
3. Warehousing Problems: Central Warehousing Corporation and State Warehousing
Corporation do not extend their services to the rural parts. The warehouses at mandi
level are managed by co-operative societies who provide services to members only.
4. Many Languages and Dialects: The number of language and dialects vary widely
from state to state, region to region and even from district to district. However, the
recognized languages are only 16 the number of dialects is around 850.
5. Market Organization & Staff: Rural marketing needs large marketing organization
and staff to have an effective control, which requires huge investment.
6. Non-Availability of Dealers: It is not possible to have direct outlets in each rural
market; firms have to have service of dealers, which is not easily available.
3. RURAL MARKETING MANAGEMENT prepared by DP Mowardun MBA ABM
7. Hierarchy of Market: Rural consumers have identified market places for different
items of their requirements. Thus depending upon the purchase habit of rural people,
the distribution network of different commodities has to be different.
Factors Contributing to the Growth of Rural Markets
1. Employment Opportunities: The income from new employment and rural
development efforts has increased the purchasing power of rural people.
2. Green Revolution: Due to green revolution, a technological breakthrough has taken
place in rural India, which results into substantial wealth generation in these areas.
3. Favorable Government Policies: Tax exemption in backward areas, subsidy,
concession, incentives and heavy investment in rural development programmes in has
brought rapid growth of rural markets.
4. Literacy Growth: Literacy rate is increasing in rural areas, nearly 45% of rural
Indians are literate. This brings social and cultural changes in buying behavior of the
rural customers.
5. Rising Disposable Income: Good monsoons, green revolution and Administered
Pricing Mechanism (PAM) have raised disposable income in rural areas.
6. Attraction of Higher Standard of Living: Rural people have been motivated to
change their lifestyles and have higher standard of living.
7. Spread of Cable Television: The growth of satellite TV channels has made a major
impact on villages. This has led to a change in lifestyle and consumption pattern.
Market Segmentation in Rural Market
1. Geographic Segmentation: Segmentation based on geography is done depending on
various factors such as
Region: North, South, East and West.
Village Size: < 500 people, 501 – 2000 people, 2001 – 5000 people, > 5000 people
Proximity to the feeder town:
Density: The number of people per sq. km
Climate: Moderate, rain fed or dry with scanty rainfall.
Level of Irrigation: Whether good, moderate, scanty or none at all.
2. Demographic Segmentation: It is based on the population, age group, literacy level and
income of the rural consumer.
3. Psychographics / Behavioral Segmentation: Such segmentation is done using variables
such as Lifestyle of the people, (whether rigid, traditional or changing), Occasion, (whether
on a regular day or a special occasion), Benefits sought from the product (such as Quality,
Price and Service), and Loyalty to brands, (whether Low, Medium or High.)
Recent Development in Rural Market
Changing Pattern of Rural Demand The position in the rural market was very different
twenty years ago. At present, there is a demand for products like TV, fans, oil engines,
readymade garments, medicine, etc. New products like toiletries, baby care products and
consumer durables are now getting good demand. Demand pattern of rural markets are
changing due to the following reasons:
1. Production of food grains has increased. This enhanced the rural purchasing power.
1. Due to 2000 Exim policy, export of Indian agricultural products increased.
4. 2. Credit facilities extended by public sector banks by kisan credit cards helps farmers to
buy agricultural and consumer goods on installments.
3. Co-operative and public sector banks are extending loans to the rural people and
creating job opportunities for them.
4. Cable TV has played important role in bringing change in lifestyle and consumption
habits of rural people.
5. Liberalization facilitated contract farming thus the farmer has ready market for their
produce.
4 A’s of Rural Marketing
1. Availability: The first challenge is to ensure availability of products and services.
India’s 627,000 villages spread over 3.2 million sq. km, given the poor state road; it is
not easy to reach 700 million rural Indians.
2. Affordability: The second challenge is to ensure affordability of the products and
services. With low disposable income, products need to be affordable to the rural
consumers. Some companies consider it by introducing small unit packs, e.g. Godrej
introduced Fair glow in 50 gm packs.
3. Acceptability: The third challenge is to gain acceptability for the products and
services. Therefore there is a need to offer products that suites the rural consumer
needs and customs. E.g., LG developed a customized TV for the rural market and
promoted ‘Sampoorna”.
4. Awareness: Events like fairs, festivals, haats etc. are to be used for brand
communication. Ideas like putting sticker on the hand pumps, walls of the wells, tin
palates on trees surrounding the ponds etc. are some of the innovative media used by
soap companies like Lux, Lifeboy, Rin and Wheel. The idea is to advertise at the time
of consumption.
Project “BHARAT” of HUL
Under project “Bharat” HUL vans visited villages and sold small packs of low unit price. It
includes detergent powder, toothpaste, face cream and talcum powder for Rs. 15. During the
sale the company representative, also demonstrate the use of the products with the help of a
video show. This created awareness about HUL product categories and availability of
affordable packs.
CHAPTER 2
Profile of Rural Consumer
1. Size of the rural consumer
2. Location pattern of rural consumer
3. Low literacy level of rural consumer
4. Occupation of rural consumer
5. Income of rural consumer
6. Savings of rural consumer
7. Reference groups: Primary health workers, doctors, teachers, and Panchayat
members.
8. Conscious customer: Though not educated, very conscious about value for money.
9. Brand loyalist
10. High degree of involvement: He checks and rechecks particularly for purchasing
expensive and durable products.
11. Interpersonal communication: Its accounts 80% of the communication process in
village. Hence, word of mouth recommendation by users has great influence.
5. RURAL MARKETING MANAGEMENT prepared by DP Mowardun MBA ABM
12. Media habits: TAMASHA in Maharashtra and NAUTANKI in UP is a popular form
of entertainment which can be used as promotional media.
Classification of Rural Consumer
1. Affluent Group: This group is very small and almost negligible. This group can
afford luxury products. E.g. chilly merchants in Guntur (AP) and wheat farmers in
Punjab.
2. Middle Class: This class is about 300 million in size and continues goes on
expanding. It forms the base for demand of manufactured goods in the country. E.g.
jute farmers in West Bengal and sugarcane farmers in UP.
3. Poor: This class is about 250 million in size. Their purchasing power is very low. E.g.
poorest farmers of jawar and bajra of Bihar and Orissa.
Methods for Motivating Rural Consumers
1. Mass Communication
2. Education
3. Sales Force
4. Physical Distribution
5. Live Demonstration
Rural Customer v/s Urban Customer
URBAN MARKET RURAL MARKET
Mostly concentrated Widely spread and scattered
High infrastructural level Low infrastructural level
High density of population per sq km Low density of population per sq km
Good physical connectivity and high mobility Poor physical connectivity and low mobility
Incomes are more stable and permanent People work in less certain environment
Occupations are government employment,
business, industry etc.
Mostly agricultural occupation
Income received at regular income Acute seasonality in income receipts
Large number of interactions with persons and
less frequent between same persons
Less number of interactions with persons and
more frequent between same persons
Social norms are less visible Social norms influencing individuals
Cast influence indirect and less visible Cast influence direct and strong
High exposure to variety of products Low exposure to variety of products
High brand awareness Low brand awareness
High exposure to marketing researchers and
multiple source of information
Low exposure to marketing researchers and
limited source of information
More convenient buying, more retail outlet per
1000 population
Less convenient buying, less retail outlet per
1000 population
6. CHAPTER 3
PRODUCT STRATEGY
1. Small Unit Packaging
Small packs are preferred due to the following reasons:
1. Small packs help the rural consumer to pick the product at affordable price.
2. Individual use products like shampoo; toilet soaps, etc. are bought in smaller.
3. Small packs are easy to display and they increase the visual appeal.
4. Small packs are convenient to retailer to do his business.
Example:
1. Cavin Kare introduced shampoo in 4 ml sachets at 0.50 paise.
2. Rasna is now available in sachet at Re. 1
3. Ponds introduced 20 gm talcum powder
4. Tiger biscuit is available in four biscuits pack at Re. 1
2. New Product Design
The products are designed as per the rural lifestyle.
Example:
1. PVC shoes and chappals are designed to work in adverse conditions.
2. LG electronics launched “Sampoorna” TV that can withstand power fluctuations.
3. Philips introduced small refrigerators especially for rural consumers.
3. Sturdy Products
Sturdiness of a product is an important factor for rural consumers. The rural consumers
believe that heavier the, higher he power and durability.
Example:
1. Bullet motorcycle is popular in village due to its ruggedness.
2. Escorts has positioned their motorcycle “Rajdoot” as a tough vehicle.
3. Rural consumer prefer dry battery cell, which are heavy.
4. Utility Oriented Products
Rural consumers are more concerned with the utility of the product and its appearance.
Example:
1. Philips introduced low cost radio “Bahadur” with only medium wave receiver, which
was failed and fund that rural consumer purchase radio not only for news but also for
entertainment.
5. Brand Name
Rural consumers are more brand loyalists than urban consumer is. The brand name should
instantly be understood by the rural consumers. Rural consumers are unfamiliar with English
and absurd names. More preferably, rural brand is a symbol, logo or color.
Example:
1. Everyday battery with a cat symbol – rural consumers remember it as ‘billi wali
battery’.
2. Lifebuoy soap – rural consumers remember it as ‘lal saboon’
3. Mahindra tractor’s brand ‘Bhumiputra’
4. Slogan of Red Label Tea “jiyo mere lal” proved very effective to promote sale.
7. RURAL MARKETING MANAGEMENT prepared by DP Mowardun MBA ABM
DUPLICATE AND COUNTERFEIT PRODUCTS IN RURAL MARKET
Spurious products are the copy of established brand name at a cost of few thousand rupees
and sold it in the rural market. This duplication takes place in all sectors and especially in
FMCG, food items and medicines.
Counterfeiting is a kind of duplication where the fake products bear the identical name of the
original product, its packaging, graphics, color pattern, design and even same name and
address as the genuine manufacturer. A pass-off product is one that comes with a few minor
changes from the original product. The slight changes are made to avoid legal problems.
Example:
Head and Shower – Head and Shoulder
Pantane – Pantene
Sunmilk – Sunsilk
Lifebuoy – Loveboy
Climik Plus – Clinic Plus
Parla G – Parle G
Vikas – Vicks
CHAPTER 4
PRICING STRATEGY
1. Low Cost Products
Rural customer is price conscious manly because of low income. The price can be kept low,
by low unit packaging. This is a common strategy adopted by many companies marketing in
rural areas. Example – same as of small unit packs.
2. Application of Value Engineering
The aim of value engineering is to reduce the value of the product so that a larger segment of
population can afford it to buy.
Example:
1. Soya protein can be used instead of milk protein, nutrition content of both is same but
the soya protein is cheaper then milk protein.
3. Refill / Reusable Packaging
Refill packs benefits the rural consumers in terms of price and also the packaging material
should be reusable in rural areas.
Example – Many farmers demand for fertilizers packed in LDPE or HDPE sacks. They feel
that they get sacks free of cost by purchasing fertilizers.
4. Discounts
In order to motivate the rural retailer to sell more, a discount of 5-10% is given on the MRP
particularly in case of FMC goods.
5. Promotional Schemes
Rural consumer normally buys household articles during festivals like Eid, Diwali, and
Pongal etc. special promotional schemes could be introduced on such occasions like
exchange offers, special discounts, etc.
8. RURAL PRICING OBJECTIVES
1. Deeper penetration of market: Basically rural markets are adopted for deeper
penetration and expansion because of its size. Hence the pricing objectives are
different for rural and urban markets. E.g. VIM washing bar is Rs. 15 (400 gm) in the
urban market but it is offered for Rs. 4 (200 gm) in rural markets.
2. Long run profit maximisation: A company enters in rural market should wait for
success in long run. Hence penetration-pricing strategy is the best option.
3. Recover distribution cost: The pricing objective of a rural marketer should recover
the costs involved in distribution alongwith production cost and dealer margin.
4. Competing pricing: Rural marketer should study the pricing strategy of its
competitors and accordingly fix its prices.
5. Increased sales and market share: The pricing objectives should be such that it
boosts the sales in rural markets. E.g. Anchor white toothpaste launched with much
lower price than the leading brands and captured the market.
CONSUMER CATEGORIES
1. Quality Conscious Consumers – They are very rich and are mainly concerned with
quality of the products and services
Pricing Methods:
1. Discriminatory Pricing – charging different customer groups differently.
2. Skimming pricing – Charging high prices at initial level, E.g. P&G launched Tide
detergent at high price and then reduced it lower than other brands.
1. Value Conscious Customers – They are of middle class and are mainly concerned
with functional benefits and value for money
Pricing Methods:
1. Penetration Pricing – Charging low prices at initial level then increasing gradually
when brand name has been established. E.g. Maggie noodles, Vicks, Rin detergent.
2. Value Pricing – Setting the price reasonably lower than the competitor’s price.
1. Price Conscious Customers – They are climbers, aspirants and destitute. They watch
for promotional offers and purchase cheap or fake products.
2.
Pricing Methods:
1. Psychological Pricing – Psychological pricing is one that ends in an odd number e.g.
Rs. 99.95. It conveys two notions to consumer that there is a discount or bargain and
it belongs to lower price category.
2. Promotional Pricing – It includes mini packs, price-off, special discounts, credit
facilities etc.
9. RURAL MARKETING MANAGEMENT prepared by DP Mowardun MBA ABM
CHAPTER 5
PROMOTIONAL STRATEGY
Qualities Required for a Rural Sales Person
Knowledge of local language
1. Willingness to get located in villages
2. Cultural Congruence: Rural salesman must have proper acquaintance with the
cultural pattern of rural life.
3. Attitudes: Rural salesman must have patience as their customers are traditional and
conscious, it will not be possible to clinch the sales quickly. He may have to spend lot
of time with customer and make several visits to gain favorable response.
4. Capacity to handle number of products lines: Rural salesman usually does not
generate economic value of business if he handles few products. He is required to
handle much large number of products lines as compared to urban salesman.
5. Greater Creativity: Rural marketing involves greater creativity. If the product is
very new in the rural context, He has to introduce it using consumption pioneers and
opinion leaders.
ALTERNATIVE MEDIA FOR RURAL COMMUNICATION
A] Formal Organized Media
1. Newspapers and Magazines: Local language newspapers and magazines are popular
among educated rural families. E.g. Dina Thanthi in Tamilnadu, Punjab Kesri in
North and Loksatta in Maharashtra.
2. TV: About 77% of villages receive TV transmission and 27% of rural people actually
watch TV. Regional channel is very popular like SUN TV in Tamilnadu and Asianet
in Kerala.
3. Cinema: About 29% of rural people watch cinema as regular lifestyle. Short feature
films with advertisement message, Ad-films and documentaries that combine
knowledge and advertisement are useful for rural communication.
4. Radio: It is a well-established medium in rural areas. Radio reaches large rural
population at low cost.
5. * Point Of Purchase: Point of purchase or point of sale is popular promotional tool
used in rural market. POPs should be especially designed to suit rural requirements.
POPs. Colors, symbols and pictures should be used more than the written words.
6. Outdoors: Outdoors such as hoardings, wall paintings, illuminations and other
displays are also now being used for rural communication.
B] Rural Specific Media
1. Music Records: It is an inexpensive medium. On complete language group can be
reached on a low budget through cassettes that can be played in the place where rural
people gathered.
2. *Puppetry: Puppetry is the indigenous theatre of India; it has been most popular form
of entertainment available to the village people. The performer uses puppets as a
medium to communicate, ideas, values and social messages. Example:
10. 1. Sounds and drama division of the government of India used puppets to
promote various government projects.
2. LIC used puppets to educate rural masses about ‘jeevan beema’ in Lucknow.
Types of Puppet Theatre in India
States Type of Puppet Content
Rajasthan Kathputli Prithvi Raj Chauhan, Amar Singh
Rathod
Orissa String Puppet Radha Krishna
Bengal Rod Puppet Mahabharat, Radha Krishna
Chennai & Andhra Pradesh String/Rod Puppet Lathakali
Orissa, Kerala, Karnataka Shadow Puppet Ramayana
1. Folk Theater: Folk theatre is mainly short and rhythmic in form. It has been used as
an effective medium for social protest against injustice and exploitation.
2. Interpersonal Media: In many cases, rural people prefer face-to-face communication
than mass communication. A firm can contact with audience through fairs & festivals,
folk, etc.
3. Group Meeting: It is a component of interpersonal media. Salesman can effectively
convey the product message at these meetings. Demonstration of products can also be
carried out.
4. House-to-House Campaign: In these campaigns, promotional staff makes house-to-
house visits in rural areas. This is different from door-to-door selling campaigns.
Promotion staff does not sell the products, they only propagate the products.
5. *Field Demonstrations:
6. *AV Vans: AV van is a comprehensive mobile promotion station. The van can be
used for sales campaign in addition to promotion campaigns. AV van exhibits films,
audiovisual presentations, slide shows etc. It is very popular with rural marketing
firms particularly agro business firms. AV van is very effective tool in rural
communication but its cost is very high as the target population is very high.
7. *Syndicated AV Vans: It is an AV van publicity service provided by the independent
agencies. Firms, which cannot afford to have their own publicity van, can utilise the
syndicate van services.
8. Stalls, Haats, Meals: These are useful media of rural communication to spread the
message and to induce brand trials.
9. Wall Paintings: The speech or the film ends but the paintings stay as long as whether
allows it to stay. The retailer usually paints its shops wall and name board which acts
as a status symbol
10. Use of Logos and Symbols: Illiterate villagers would remember brands only by
picture, symbols more than the name.
11. Use of Information Technology: ITC developed a web portal in regional languages
to provide information to the farmers about the products and services which they need
in order to enhance farm productivity, information on whether, scientific practices,
market prices etc.
12. Focus on Reference Groups: They are the opinion leaders and are the key persons of
the village e.g. Sir Punch, Gram Sevak, Teachers, Doctors etc. These people should
be taken into consideration while chalking the rural communication.
11. RURAL MARKETING MANAGEMENT prepared by DP Mowardun MBA ABM
Constraints in Rural Communication
1. Low Literacy Rate: Due to low literacy level, the written words have limited use in
rural communication.
2. Low Spending Capacity: Due to low disposable income, they cannot buy radio &
TV
3. Joint Families and Strong Kinship Ties: Rural people live in joint families where
females depend on their males for information regarding various products. So it
becomes difficult to reach female consumers directly.
4. Linguistic and Socio-cultural Differences: Number of languages and different
cultural and social norms creating problems for marketers in designing the messages,
as mass media in one particular language does not work for entire rural population.
5. Unique Media Habits: Media habits of villagers are such that the newspapers are
found mostly at groceries shop, tea stall etc. Magazines are not read at all. The
household press subscription is almost absent.
6. Situation Based Leisure Time Activities: Farmers has to work during nighttime and
odd hours also. It is difficult to find the leisure time for communication.
7. Expensive Communication: For rural communication to be effective, repeat
exposure is a must otherwise the message loss its effect during gap periods. This
makes rural communication more expensive.
8. Poor Infrastructure: Due to the lack of roads and telecom facilities reaching rural
audience is very difficult. TV viewer-ship is affected by uncertain supply of
electricity.
9. Lack of Research Data: Decisions regarding messages and media mix for rural
communication depends only on sales force and distributors, which is insufficient.
10. Selective Attention: Rural people select the messages that are having in their interest
and ignore others.
CHAPTER 6
DISTRIBUTION STRATEGY
METHODS OF DISTRIBUTION
1. Stockist’s Van / Company Owned Vehicles: In this system, a salesman loads the
van with stocks and from the company stock point and distribute in the surrounding
market. Then he moves the next stock point and covers all surrounding markets. In
this way he moves from one stock point to another and returns to company’s stock
point. It is the best but an expensive method.
2. Hired Vehicles: In this system, the salesman hire a public carrier like a taxi or a
truck. The disadvantage of this system is that the salesman has to spend lot of time in
organizing transport.
3. Working by Independent Stockist: In this system, inspite of having salesman,
company gives this job to the stockist. Each stockist is asked to cover his surrounding
market. It is useful only to companies with high volume turnover.
4. Selling Through Bullock Cart / Camel: This is used to market in remote villages
with no motorable roads. In this system the number of outlets covered is limited
because of slow transportation.
12. 5. Appointment of Primary Dealers: Here a big retailer in a village is appointed as a
primary dealer ad is asked to purchase the goods from nearby stockist with a special
discount.
6. Using Urban Wholesalers: Company can ask the urban wholesaler to recommend
and sell its products through their rural retailers. In return, company gives them 1%
incentives on actual sales made.
PROBLEMS OF RURAL DISTRIBUTION
1. Transportation Problems: (from Constraints in Rural Marketing)
2. Warehousing Problems: (from Constraints in Rural Marketing)
3. Communication Problems: (from Constraints in Rural Marketing)
4. Non-Availability of Dealers: (from Constraints in Rural Marketing)
5. Greater Dependence on Dealers: Scope of manufacturers direct outlets in rural
market is limited; it is expensive as well as unmanageable. Thus firms have to depend
on large network of intermediaries, controlling of which is a difficult task.
6. Higher Cost and Administrative Problems: Distribution chain in the rural context
requires large number of tires including village level shopkeeper, mandi level
distributor and wholesaler in town. Such multiple tiers and scattered outfits increase
the costs and make channel management difficult.
7. Poor Viability of Retail Outlets: Retail outlets suffer from poor viability because the
business volume is not adequate to sustain the profitability.
RURAL RETAILER BEHAVIOR
Seasonal Pattern: There is particular seasonal pattern in stock holding of rural retailer.
During the harvest he stocks variety of consumer goods, because the main buying season in
rural areas is during harvest.
1. Transfer of Capital: When the harvest is over and cash is realized, the retailers
invest in inventories for his shop.
2. Credit Pattern: Credits offered to consumers by retailers is different from area to
area. Normally consumers have a running credit with a part of outstanding is paid
every month and the balance is paid during the harvest.
3. Purchasing Cycle: In high turnover feeder villages, the retailers make purchases 3 to
4 times a week from urban wholesaler. In other villages they buy once a week or
fortnightly.
Multiplier Effect of Rural Demand
Once a product gains acceptance in rural markets, the rural retailer put this item on his
shopping list when visiting the wholesaler in the nearby town. This action by the rural retailer
starts a chain reaction with the urban wholesaler; once the urban wholesaler knows that for
such a product a rural demand is possible, he will start stocking this product and will
recommend and push this product to other rural retailers. These rural retailers will in turn, sell
to smaller retailers of smaller villages. In this way a multiplier effect create in rural demand.