Rural Marketing

Presented By:Lija.V

Mohamed Musthafa.S Muhammed Shahid.P.K Prakash.R Prasanth.P

Marketing…

MeaningMarketing touches every aspect of our lives, from our

very birth to death

Our entire life, Our life styles and our existance are continously affected by marketing

Marketing is the business of making the consumers know about the product & finaly inducing them to buy it.

Definition

• Marketing is social & managerial process by which individuals & groups obtain what they need & want through creating & exchanging products and value with each others

Philip Kotler

Why Marketing???

Increasing Consumption

Creation of goodwill

Profit through customer satisfaction

Providing wide choice of goods

Improving Quality of life

Retaining customers

Rural Marketing…

MeaningPlanning & Implementation of marketing

function for Rural Areas

DefinitionRural marketing has been defined as the process

of developing, pricing, promoting, distributing, rural specific goods & services leading to exchange between urban & Rural markets, which satisfies consumer demand & also achieves organizational objectives

Evolution of Rural Marketing…

Phase I ( From independence to Green Revolution)

Phase II (Green Revolution to Pre-Liberalization Period)

Phase III (Post-Liberalization Period to 20th Century)

Phase IV (21st Century)

Approaches For Segmenting the Rural Markets Of India…

Based on size of village population

Based on location with respect to near by town– Villages Near Urban Centres– Villages in Developing Districts– Immobile & Self Sufficient Asiatic Villages

Approaches For Segmenting the Rural Markets Of India…

Based on Sociological Charecteristics– Proprietors of land– Rich Farmers– Agricultural Labours

Based on Income– Rural Rich Consumers– Rural Consumers above Poverty line– Rural Consumers around Urban area

Challenges In Rural Marketing…

Distribution

Understanding the Psyche of the rural consumer

Limited Knowledge

Communication

Cost per Contact

Challenges In Rural Marketing…

• Sale of Fakes & Spurious Products

• Budgetary Allocations

• Urban Orientation & Bias

• Lack of Right Competence & Commitment at Frontline level

Rural Marketing Strategies…

Rural marketing Segmentation

– Occupational Segmentation

– Sociological Segmentation

– TRMI

– Lin Quest

– MICA Rating

Strategies…

Product Strategies– Small Size packings

– Low priced package & Products

– Product Design

– Usable Products

– Brand Image

Strategies…

Pricing Strategies

– Low Pricing

– Cost Saving in Packing

– Conversions

Strategies…

Promotion Strategieso Cinema

o Television

o Print Media

o Hoardings

Opportunities in Rural Markets…

Rising Rural Prosperity

Lesser dependence on Agriculture & Monsoon

Increasing Rural consumption

Rural Marketing Efforts

Increasing Sale of Branded Products

Large Population

Recent Trends In Rural Marketing…

Online Rural Market

Information Through Local Agriculture Input Dealers

Need Based Production

Market Driven Extension

Recent Trends In Rural Marketing…

Rythu Bazaar

Rural Agri- Exports

Integrated Marketing

National Institute of Agricultural Marketing

Conclusion…• Rural markets, as part of any economy, have

untapped potential. There are several difficulties confronting the effort to fully explore rural markets. The concept of rural markets in India, as also in several other countries, like China, is still in evolving shape, and the sector poses a variety of challenges, including understanding the dynamics of the rural markets and strategies to supply and satisfy the rural consumers.

Any Queries???