Rural mrktng

RURAL MARKETING STRATEGIES

1


RURAL MARKETS ARE HIGHLY HETEROGENEOUS MARKET.

4 P’s STRATEGY OF MARKETING MIX WOULD BE AN IDEAL ONE FOR THE RURAL MARKET

1


1

1) PRODUCT STRATEGIES

2

SMALL PACKAGING STAND A GOOD CHANCE OF ACCEPTANCE IN RURAL MARKETS. THE

ADVANTAGE IS THAT THE PRICE IS LOW AND RURAL CONSUMER CAN EASILY AFFORD IT

3



A) SMALL UNIT PACKING

3



3

SHAMPOOS IN SACHET.PRICE OF THE SACHET PACK ARE KEPT LOW FOR THE RURAL

CONSUMER TO AFFORD IT

4

B) NEW PRODUCT DESIGN

5

KEEPING IN VIEW WITH RURAL LIFE STYLE, THE MANUFACTURER AND THE MARKETING MEN CAN THINK

IN TERMS OF NEW PRODUCT DESIGNS.


5

KEEPING IN VIEW WITH RURAL LIFE STYLE, THE MANUFACTURER AND THE MARKETING MEN CAN THINK

IN TERMS OF NEW PRODUCT DESIGNS.


M I CROSOF T D EV ELOPED A V ER SI ON OF WI ND OWS XP

I N H I ND I F OR RUR A L CONSUM ER I N I ND IA

5




5

STURDINESS OF A PRODUCT IS AN IMPORTANT FACTOR FOR RURAL CONSUMERS. THE RURAL CONSUMERS BELIEVE THAT HEAVIER THE ITEM, HIGHER THE POWER AND DURABILITY.

C) STURDY PRODUCTS

R U R A L C O N S U M E R P R E F E R R A J D O O T O V E R A N Y O T H E R

M O T O R C Y C L E B E C A U S E O F I T S S T U R D Y L O O K S .

6

THE RURAL CONSUMERS ARE MORE CONCERNED WITH THE UTILITY OF THE PRODUCT AND ITS APPEARANCE.

D) UTILITY ORIENTED PRODUCT

A PHILIPS MEDIUM WAVE RADIO.THIS RADIO HAS HAD A GOOD

SELLING RECORD IN RURAL INDIA IN-SPITE OF ITS BULKY BOXED

SHAPE.

7

FOR IDENTIFICATION, THE RURAL CONSUMERS DO GIVE THEIR OWN BRAND NAME TO THE NAME OF AN ITEM

E) BRAND NAME

PEELI TIKKITHESE WERE THE NAME GIVEN TO WASHING BAR BY RURAL PEOPLE. NEELI TIKKI

8

2) PRICING STRATEGIES

9

THE COMMON STRATEGY WIDELY ADOPTED BY MANY MANUFACTURING CONCERNS IS LOW UNIT PACKAGING LIKE Re.1 PACK.

A) LOW COST/CHEAP PRODUCTS

Re.5 PACK OF FAIREVER FAIRNESS CREAM, WHICH IS CHEAP OR AFFORDABLE PRICE FOR RURAL CONSUMERS TO BUY IT

10

TODAY IN RURAL AREAS MANY PRODUCTS LIKE GHEE, TEA ARE AVAILABLE IN REFILL OR REUSABLE PACKAGES. SUCH REUSABLE PACKAGING CAN HAVE A SIGNIFICANT IMPACT IN RURAL MARKET.

BY GIVING REFILL PACKAGING MARKETER CAN ADD VALUE TO THE PRICING

B) REFILL PACKS/REUSABLE PACKAGING

11

T E A P A C K E D I N R E F I L L / R E U S A B L E

J A R

T H E S E J A R C A N B E P U T T O

M U L T I P U R P O S E U S E

12

IT AIMS AT REDUCING THE VALUE OF THE PRODUCT. SO THAT A LARGER SEGMENT OF THE POPULATION CAN AFFORD IT.

C) APPLICATION OF VALUE ENGINEERING

NI R M A D ETERGENT A ND CA K E I S TH E LA RGEST SEL L I NG BR A ND I N RUR A L M A R K ET BECAUSE OF I TS A F F OR DA BL E PR I CE, M ED I UM

QUA L ITY & AVA I L A BI L I TY AT V I L L AGE SH OPS.

13

IN ORDER TO MOTIVATE THE RETAILER TO SELL MORE & CONSUMER TO BUY DURING OFF SEASONS A DISCOUNT OF 5-10 % IS GIVEN ON MRP

D) DISCOUNTS

14

THE RURAL CONSUMER NORMALLY BUYS HOUSEHOLD ARTICLES DURING FESTIVALS LIKE DIWALI, EID,CHRISTMAS ETC.

E) PROMOTIONAL SCHEMES

15

BEFORE DECIDING ON SPECIFIC DISTRIBUTION STRATEGY, THE CHARACTERISTICS OF THE PRODUCT – WHETER IT IS CONSUMABLE OR DURABLE SHOULD BE CONSIDERED

3) DISTRIBUTION STRATEGIES

16

DIFFERENT TYPE OF DISTRIBUTION CENTRE IN RURAL AREAS

GOVER NM ENT ’S PUBLIC

DIS T R IBUT IO N S Y S T EM

CO-OPERATIVE SOCIETY

DISTRIBUTION

DISTRIBUTION AT MELA’S

17

DISTRIBUTION AT MANDI’S

18

4) PROMOTION STRATEGY

19

MASS MEDIA IS THE POWERFUL MEDIUM OF

COMMUNICATION

MASS MEDIA

20

IN PERSONAL SELLING POTENTIAL USER ARE IDENTIFIED AND AWARENESS IS CREATED AMONG THEM ABOUT THE PRODUCT THIS CAN BE ACHIEVED BY HIGHLY MOTIVATED SALES PERSON.

PERSONAL SELLING/OPINION LEADER

WOMEN BUYING SARI'S

PERSON SELLING CLOTHES AT DAL LAKE

21

SOCIAL MARKETING

THE PURPOSE OF SOCIAL MARKETING IS TO BRING OUT A CHANGE IN BEHAVIOR AND ATTITUDE

THROUGH SOCIAL ADVERTISING AND COMMUNICATION

22

HINDUS-

TAN LATEX

EMPLOYEE

CREATING

AWARENES

S ABOUT

FEMALE

CONDOM

23

Rural mrktng

Business

Transcript of Rural mrktng