Rural marketing module 1
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Transcript of Rural marketing module 1
RURAL MARKETING
Rural marketing involves the process of developing, pricing, promoting ,distributing rural specific product and a service leading to exchange between rural and urban market which satisfies consumer demand and also achieves organizational objectives.
Why Rural Market ?
Agriculture’s share in GDP is going down,
but, India still lives in her villages
Urban markets are crowded and saturated
The understanding of “rural” is diffused
and sometimes confusing
Is “rural marketing” different from “urban
marketing” ?
Rural EconomyAgriculture is the main stay of
the Indian economy, as it constitutes the backbone of rural India which inhabitants more than 70% of total Indian population.
Discuss the ancient India
Five-year planJawaharlal Nehru presented the
first five-year plan to the Parliament of India on December 8th 1951
Milestone of Indian History11 th five year plan started in
march 2007
Turning PointsGreen Revolution Dr M S
SwaminathanWhite Revolution Dr Vargeese
KurianBlue Revolution Dr Hirala
ChaudriTelecom Revolution Sam
Pitharado
Five-year plan changed the face of rural development1950 – 2000Barter to cash rich economyEconomic Allocation crossed one
lack croreRapid increase in literacy rate HDI - Human Development IndexHDI includes economic,
educational and health development
Reason behind the development of rural economy Value Addition
Rural Economy
Farm Sector
Agriculture
Animal Husbandry
Horticulture
Forestry
Fishing
Non-Farm Sector
Rural Industries
Agro Processing
Manufacturing
Mining & Quarrying
Construction
Rural Services
Retailing & Trading
Community & Social Service
Transport & Storage
Communication
Rural Income Rs 7006
billion
Agriculture 53%
Self Employed
43%
Wage Earner 10%
Non Agriculture 47 %
Formal 31 %
Informal 16%
Rural Population
Agriculture 73%
Self Employed
40%
Wage Earner 33%
Non Agriculture
27 %
Formal 15 %
Informal 12 %
Rural Per capita Income Rs 9481
Agriculture Rs 6855
Self Employed Rs 10150
Wage Earner Rs
2860
Non AgricultureRs 16464
Formal Rs 19514
Informal Rs 12595
Why Policy Intervention RequiredImproving the quality of life of
rural peopleReducing urban rural disparities
How we can achieve this aim ?Proper attention to agricultureFocus on cropping systemRegion based strategy is requiredCredit and insurance system
Various Steps takenInstitutional CreditInvolvement of panchayat raj
institutionsSelf help groupsNABARDCommunication
Union Budget 2001Pradhana manthri Gramodhana YojanaSelf Employment SchemeEmployment assurance scheme Janashree bima yogana – insurance
coverRural Infrastructure fundMicro financePolicy on land , water, agriculture and
housingEncouraging rural industry,CSR, to digital
world.
Rural InfrastructureRoad connectivityPost officeRadioTelevisionPress and Print MediaTelecom serviceMobile serviceElectrification
Social InfrastructureRural Health ServiceSub centers Primary Health centersCommunity Health centers
Public distribution system
Agri InfrastructureMandisAgricultural cooperativesHaats and Melas
Commercial InfrastructureRegional Rural bankScheduled commercial bankService cooperative bank
Challenges to Indian Marketer(Marketing perspective )Indian market is open to foreign
companiesThe increasing number of cross
boarder allianceGrowth of global brand in Indian
marketGlobal life styleEmergence of attractive rural
market
Rural Marketing perspective
Under developed people Under developed market Improper communication facilities Many languages Vastness & uneven spread Low per capita income Poor infrastructure facilities Seasonal demand Ineffective distribution channel Spurious brands
To overcome these challenges
Strategic alliance, mergers and acquisitions
ReengineeringAdopting TQMSupply chain managementTap untapped market