Presented by: Shailaja

farzin naz

CONTENTS Introduction

Meaning

Why companies go rural?

Rural marketing strategies

Some strategies followed in Indian rural market

Strategies of rural advertising

How can successful rural advertising campaign be

launched?

suggestions

Conclusion

Bibliography

OBJECTIVESThe purpose of this paper is to analyse and understand the

problems and challenges connected with the rural market. To

throw light , the sales promotion, advertisement , distribution

strategies that can be adopted by company while going rural.

RURAL ADVERTISING STRATEGIES

Rural market

Introduction

Meaning

“ rural marketing is the process of developing,

pricing, promoting , distributing rural specific goods

and services, leading to exchange between urban and

rural markets, which satisfies consumer demand and

also achieves organizational objectives”.

WHY COMPANIES GO RURAL?Reasons:

Urban markets are getting saturated

A huge untapped rural market

Rising disposable income in rural market

Remittances from aboard and impact of media.

RURAL MARKETING STRATEGIES

Marketing strategy

Distribution strategy

Promotional strategy

SOME OTHER STRATEGIES FOLLOWED IN INDIAN RURAL MARKET

By proper communication in Indian language

By understanding cultural and social values

By promoting Indian sports team

By developing rural specific products

By giving Indian words for brands

By adopting localized way of distributing

Paintings

By target changing perception

By providing what customer want

By promoting product with Indian models and actors

By associating themselves in India

STRATEGIES OF RURAL ADVERTISING

Influencer strategy

Participatory strategy

Show-and-tell strategy

STRATEGIES WHICH ARE USED BY SOME COMPANIES IN RURAL MARKET

LG launched its first low priced TV for rural consumers..

• -Sampoorna- Rs.3000-

• Cineplus- RS 4900

• GODREJ’S ADVERTISING STRATEGY FOR RURAL MARKET:

. The company did hair dye sampling through village barbers and introduced

small soap packs for Rs 5 for Godrej No 1; advertisements were shown only

on channels that reach rural India best; Doordarshan and All India Radio

SO, WITH ALL THESE CHALLENGES, HOW CAN SUCCESSFUL RURAL ADVERTISING CAMPAIGN BE LAUNCHED?

o Become a Part of the Community

o Use an Experienced Rural Advertising Service Provider

o Interact

SUGGESTIONS

1) Rural consumer environment must be understood before the

creation of ad.

2) Rural mindset accepts the brands easily, which are close to their

culture. This point must be reflected in ad for rural markets.

3) Sponsorships to the Melas and Hats must be considered in a

significant manner.

4) Selection of brand ambassadors, lyrics must not be ignored in this

regard.

They have a special liking for folk culture so this can be taken in an

effective utilization of brand promotions.

VILLAGE LIFE

CONCLUSION

If the company wants to capture the rural market, they must first

carry on the detailed and earnest analysis of the countryside goal

market, aiming at the particular characteristics of the rural

market, and utilizing different marketing strategy according to

concrete situations. So we can conclude that rural markets has

its own set of challenges, problems and opportunities. Hence the

companies need to unlearn and then relearn the marketing

strategies and tactics that would enable harnessing the immense

rural potential.

BIBLIOGRAPHY

Journals:

• Shah Chintan & Desai Reney, International Journal of Management &Social Sciences

Research(IJMSSR)Volume 2,No.-1,January 2013

• Ahmed Ashfaque, Journal of Business Management & Social Science Research

(JBM&SSR)Volume2,No.1,January 2013

• Patel Suchi, Asia Pacific Journal of Marketing &Management Review Volume 2(7)

• July 2013

Websites:

•

• www.academia.edu

• www.ipsar.ac.in

• www.exchange for media.com

• Recmedia.com